Packaging & Merchandising Design

25/04/2024 - 17/05/2024, Week 1 - 4

Suzanne Heleen Libbers / 0372671

Packaging & Merchandising Design / Bachelor of Design (Hons) in Creative Media / Taylor's University

Exercise

INSTRUCTIONS

During this assignment we have to analyze 4 different kind of products based on 3 points. These products must look bad in your own opinion

Product 1: Box (Breakfast cereal bar)

Figure 1: Top packaging cereal bar

Figure 2: Bottom packaging cereal bar

Product analysis:

For the first product I chose a cardboard box. This product contains 4 cereal bars. The brand of this product is Milo. In my country we don´t have Milo so i've never seen this brand before. I chose this packaging because I don't like how this packaging looks. The color green does not fit well and the basketball player does not have much to do with the product. This product does not invite you to buy it. The back of the product also doesn't look nice. It's a very boring backside. The seller probably wants to make this product for athletes, but the product is not really healthy so that is quite strange. So maybe the type on audience is for children, but there are much better designs in that industry.

Market research:

I would not have bought this product in the store because of the packaging. If you look on the shelf you will see much better packaging. In the musli bars category, you want a packaging design that looks healthy and minimalistic. In the image below you see much better packaging that looks calmer, cleaner and also healthier.

Figure 3: Cereal bar shelf

Competitor analysis:

If you look at these three packages you will see that they have made good use of the ingredients in the picture. You see pieces of peanuts, plum and pieces of chocolate. That makes packaging much more attractive. The top and bottom packaging provide a basic background, which also looks clean. That's why I think my chosen packaging is less good compared to the other packaging on the shelf.

Figure 4: Three other packages

Product 2: Plastic package (Chips)

Figure 5: Top packaging chips

Figure 6: Bottom packaging chips

Product analysis:

I looked in the supermarket for my second package. This time i chose a plastic packaging. I came across this packaging with only red and white. I already find that strange. It is difficult to see from the outside what kind of food is inside. Later someone from Malaysia said that this is a well-known brand and the package contains fish chips. But for someone who has never seen this packaging before, is this a very strange packaging. The baby has nothing to do with chips unless they are chips for babies, but that is not the case. There is also no photo of what the chips actually look like. So now you have no idea what's in it.

Market research:

If you look on the shelf you will see much better packaging. In the photo below you see beautiful colorful packaging. The red and white packaging does not stand out on this shelf. In this unhealthy market you want to grab a quick snack and that is why you want eye-catching packaging. That's why I wouldn't grab this Popo package.

Figure 7: Chips shelf

Competitor analysis:
If you look at the two packages below you will see a font style that stands out with a striking color.

This packaging also contains a picture of what the chips actually look like. And the packaging clearly states that these are chips and what flavor they are. They have made much better use of color and is packaging is not boring.

Figure 8: Two other packaging

Product 3: Plastic bottle

Figure 9: Front packaging bottle

Figure 10: Back packaging bottle

Product analysis:

I chose this third product because I think the design is not nice. There are some kind of white blocks on the packaging. I still don't know what that is. It can be ice cubes or yogurt cubes. Or they are just blocks. And then the colors, at the bottom they use light blue and dark blue colors. The cap is light blue but this is not the same color blue as the bottom. The color of the drink is also strange. It is a light orange drink while it is yogurt flavored. The back is also very boring. The conclusion is that no design has really been thought about, there are a few bubbles with some information, but it is not a nice entirety.

Market research:
If you look in the refrigerator you will see much better drinks. The other drinks have a fun and colorful design. In this category you want eye-catching packaging. My chosen drink is the only one that doesn't have that.

Figure 11: Plastic bottle shelf

Competitor analysis:

Below you see 2 different brands of drinks. One is very nicely designed with different flavors. On the packaging they clearly indicate what flavor it is by putting the type of fruit on it. The other brand bottle is made for children. This one looks very cheerful with a nice happy figure. The cap is also useful for small children, so that has also been considered.

Figure 12: Two brands plastic bottle

Product 4: Tin can

Figure 13: Front packaging can

Figure 14: Back packaging can

Product analysis:

I chose this can because it didn't look nice on the shelf. Red Bull has a bull as its logo, but this brand does not have an animal in its name. So I think it looks fake. The back are all kinds of athletes and I don't think that suits an energy drink

Market research:

If you look on the shelf you will see much better packaging. Red Bull and Monster are the most popular in this brand. They make good use of their name and in their design. From the outside you cannot clearly see whether this packaging is also an energy drink.

Figure 15: Can shelf

Competitor analysis:

With these 2 other cans you can see that they have used the flavors in the design. So one can has coffee flavor and you see coffee beans on the packaging. And on the other can you see honeycomb. This makes packaging much more attractive.