wendy seto (0348805): Packaging and Merchandising Design: Exercises

MER60104 Packaging and Merchandising Design 28.3.22 - 26.4.22 (Week 1 - Week 5)

Wendy Seto / 0348805
MER60104 Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Exercises

LECTURES

Week 1: In the first week, we were given a brief introduction to exercise 1 which is a case study exploring existing packaging design. Packaging matters because, at times, before a customer sees the product functioning they sees how we packaged it. We also learnt the functions of packaging other than to attract customers’ attention.

Week 2: In week 2, Mr. Shamsul explained to us what packaging design is. People are visual creatures and to attract their attention, a good company should know how to use the help of packaging design. A good packaging design always reflect the product and the personality as well with the identity of a company. Other than simply ensuring the packaging design looks appealing, we have to be aware of the shape and materials used in order for the packaging to function properly. There are 5 roles of packaging which are;

1. Functioning as a protection for displayed or shipped product.

2. Carrying the brand image.

3. Giving benefits as it helps attracting the customer and selling the product.

4. Working as a feature to deliver information.

5. Helping customers to identify the product and the brand better.

Week 3: This week, we learn more about what packaging is from different perspectives. Packaging in general helps to protect and display a product using various kind of materials such as corrugated cardboard, brick carton, glass, metal etc. From the marketing communication perspective, every package is a five-second commercial that is also the least expensive form of advertising. And as weird as it sounds, packaging is a also called as the silent salesperson. Therefore, these are the symbolic components that helps a packaging to communicate the brand message:

• Colour
• Design
• Shape
• Size
• Physical materials
• Information labelling

All the components above are combined together to form a structure in a harmonious way to evoke with the target audience. The anatomy of packaging design is divided into structural and surface graphics, whereas surface graphics are divided again into:

• Form and Function
• Materials and Finishes
• Branding and Typography
• Imagery and Colour
• Symbols and Icons

Week 4: In the 4th week, we were introduced to the type and style of boxes. Below is the list of the most common type of boxes being used nowadays:

• Folding cartons
• Rigid boxes
• Set-up boxes
• Cardboard boxes
• Corrugated boxes
• Paperboard boxes

INSTRUCTIONS

PRACTICAL

Exercise 1: Case Study

In this first exercise, we are assigned to study an existing packaging in details. I have 3 product options to consider which are as following:

Option #1 (Puccho Candy)

fig 1.1 product option #1 5/4/22

Option #2 (Apollo Strawberry Chocolate)

fig 1.2 product option #2 5/4/22

Option #3 (Pocky)

fig 1.3 product option #3 5/4/22

Mr. Shamsul said I have to choose a product that I can hold the packaging physically and since I do not have Apollo Strawberry Chocolate in my country and Puccho Candies are rather hard to find I decided to just go with my 3rd option which is Pocky.

fig 1.4 pocky packaging case study.pdf 11/4/22

Exercise 2: Box Making

For the second exercise, we have to make a box for 2 loose items that we found. Initially, wanted to make boxes for a scrunchie and a clay ring.

fig 2.1 loose item: scrunchie

fig 2.2 loose item: handmade clay ring

fig 2.3 scrunchie packaging design sketches 17/4/22

fig 2.3 clay ring packaging design sketches 17/4/22

After seeing my sketches, Mr. Shamsul said I need to have more. Also, I am not supposed to design the packaging, just the box. In addition, he did not allow me to use a handmade item so in this case I have to find something else.

fig 2.4 loose item: film roll

fig 2.5 box sketches 18/4/22

I chose my 5th sketch for the scrunchie and 1st sketch with improvisation for the film roll. Furthermore, I started working on both of the dielines on Adobe Illustrator.