Packaging and Merchandising Design - Task 1: Packaging Design Analysis

24/04/2025-15/05/2025 (Week 1-Week 4)

Lizzie Tanaka (0362065)
Packaging and Merchandising Design | BDCM | Taylor's University
Task 1: Packaging Design Analysis

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LECTURE

Week 1

On week 1, Mr. Shamsul briefed us on the collaboration project with TBS and SLAS. We also attended the pitch by TBS students. 

Week 2

Public Holiday

Week 3

This week, Mr. Shamsul discussed about packaging and the basics of it. 

a. What is packaging

b. Evolution of packaging

c. The purpose of packaging

d. What's in a packaging

Fig 1.1 Week 3 Lecture

Week 4

In week 4, Mr. Shamsul explained to us about the different box styles and the different types. These are the most common ones:

• Folding Cartons
• Rigid Boxes
• Set-up Boxes
• Cardboard Boxes
• Corrugated Boxes
• Paperboard Boxes

Common box styles:

• Reverse Tuck End (RTE)
• Straight Tuck End (STE)
• Tuck-Top-Snap Lock Bottom
• Tuck Top Auto Bottom
• 
  

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INSTRUCTIONS

For task 1, we are to analyze 4 packaging of products that are available in the market, that we think have poor packaging design. We need to conduct an analysis on the existing packaging, market research, and the competitor analysis. 

Overview:  Choose
FOUR (4) products in the market that you believe have poor packaging design. Ensure the product is readily available for purchase.
Product Analysis: Conduct a thorough analysis of the existing packaging design. Identify the specific shortcomings and challenges in
the current packaging. Consider factors such as functionality, aesthetics,
sustainability, target audience, and branding.
Market Research:
Investigate the target market for each product and assess how the current packaging aligns with the expectations and preferences of the target audience.
Competitor Analysis:
Research and analyze the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product category.

Packaging Analysis

1. Herborist Body Care

Fig 2.1 Herborist Body Care Packaging

a. Product Analysis

• Front:
• Product name is unclear. Body care covers many different types of products. Designer could have made it a bit more detailed. 
• Design wise, the label feels a bit cramped and could have used more white space.
• The reflecting back sticker is a unique take on displaying details of the product, however, it doesn't catch people's eye. People pay attention to what is more visible first (the sticker label). Moreover, because of the liquid and the bottle shape, the words are a bit distorted and it just doesn't stand out. 
• The imagery in the label sticker doesn't show any relation to the product or even the brand tagline (Beauty by Nature). It seems a bit out of place and random to put a dancer with a scenic background there and the space could've been utilized for the product's information such as the scent. The imagery feels like an after-thought
• Back
• Unnecessary use of pattern/imagery. It doesn't do anything to make the packaging stand out or unique. 
• Because of the bubble pattern, the text now could be better with more contrast. It clashes with the bubbles. Moreover, the text size is quite small and is quite thin. 
• Information the bottom area seems a bit tightly arranged and needs more white space. 

Sustainability wise, the packaging uses regular plastic and the stickers are regular glossy stickers thus it isn't the most sustainable out there. 

b. Market Research

Herborist is a local Indonesian brand from Bali, specializing on mostly body care. Their prices are quite low and it's widely available as souvenirs in Bali and across Indonesia. Based on this, they most likely aim to have their products seen as 'affordable' and have that 'traditional' feel to it. Their target market is most likely lower-middle to middle class, Gen X (45-60 years old) women who wants an affordable self-care products with good quality. 

Despite their packaging being a bit poorly designed and can be improved, it does fit their overall branding and target market. Gen-X might not prioritize aesthetics but more of the overall product function, benefits and pricing. The packaging they currently have also does not have an expensive, luxury feel to it. Instead, it feels traditional and affordable. 

That traditional and affordable feel to the packaging certainly reaches the target market's expectation of the product. Herborist is very well known in Indonesia across generations for releasing cheap, good quality self-care products with natural ingredients. This means that the target market (Gen-X women) might want that sense of familiarity, traditional, trustworthiness, especially those that grew up with Herborist's products. 

However, for people who are unfamiliar of Herborist, they might expect a better packaging. Their offline stores, especially, feels a bit luxurious. And maybe hearing about their famous reputation might make new consumers have this expectation that the product would look and feel luxurious as well. Their target audience would also include tourists of all ages especially since they're known in Bali in souvenir shops. Younger audience might refrain from purchasing it as souvenirs/gifts as the packaging design doesn't feel 'luxurious' or 'aesthetic.' 

c. Competitor Analysis

• Secret Garden Indonesia

Fig 2.2 Secret Garden Indonesia's Body Mist

Secret Garden is also a famous Indonesian local beauty-care, self-care brand. It's also well known for tourists, souvenirs. Their pricing is more various so some product are a bit higher than Herborist but is still considered affordable. However, with their price, they have products that look and feel luxurious. This might appeal more to younger audiences, to tourists who want a nice looking packaging to bring back as souvenirs. Herborists however, appeals to those who knows their long famous reputation. Secret Garden's packaging makes consumers feel like the product is of high quality and carefully thought of. In this specific case of their body mist, the packaging is a little bit off with their current brand and visual identity. However, it still provides more clarity of what the product is & what scent it has. 

• Sariayu Martha Tilaar

Fig 2.3 Sariayu Martha Tilaar's Body Mist

Sariayu is another well-known local brand, also focusing in beauty, self care products. Their packaging design still retains the traditional feel but is a bit more modern and fresh compared to Herborist. The brand began in 1977, way back before Herborist. Similar to Herborist, their target audience would also be lower-middle to middle class women who wants a good quality beauty products with affordable prices.

Their current packaging features relevant imagery of the fragrance, and all information that consumers might want to know is displayed clearly in the front design. Their packaging definitely aligns with their visual and branding. 

Overall, Herborist's packaging suits their target audience, branding, and what consumers expect. However, minor design details could be improved to further enhance the packaging design without altering the way it makes consumers and their target market feel and decide.

2. Q One Bakery Fruits Cake 

Fig 3.1 Q One Bakery Fruits Cake

a. Product Analysis

• Poor use of imagery as it affects readability
• With the thick outline, the text could have a bit more white space around it.
• Unnecessary use of a very thick white outline that reduces the readability to solve the poor choice of imagery 
• Colors are clashing, especially in the yellow title with the yellow image as well (again, probably why they use a black outline). 
• Could have utilized more space, such as a back sticker for the ingredients and the nutrition facts.
• From a far, product does not stand out and the design looks clumpy and clashing with the image. 

Packaging isn't sustainable as they use a single-use plastic. Overall, the packaging includes all the necessary information so it is still somewhat functional. The aesthetics and design decisions has a lot of room to improve. Considering that the brand is quite established, a better packaging design that carefully considers accessibility and legibility should've been doable. 

b. Market Research

Q One Bakery is a Johor-based focusing on bakery and hot-bread. Based on their prices, they are most likely targeting mass market who likes to efficiently consume traditional pastries, breads, cakes on the go. It's possible that they also focus on rather an older age range such as starting from millenials age, considering their product line. Prices are relatively quite low so they are most likely targeting workers and students. 

With the current packaging, it seems that they want their product to have a more traditional, long-established, homemade feel to their audience. So, in this case, the packaging design is quite aligned with their target audience, as they might simply search for a sense of familiarity. However, design and accessibility wise, the design is quite messy and takes a lot of effort to read the small information. 

c. Competitor Analysis

• Deja Vuu Fruit Cake

Fig 3.2 Deja Vuu Fruit Cake

Deja Vuu's packaging is a lot more well designed. While the design itself is not outstanding, the information is still clearly legible and it serves its purpose. The front packaging is straightforward. The back design, while very text-heavy, is still quite neat in terms of layout. Hierarchy is still visible, considering the very tiny space they have. Another notable feature is the use of both English and Malay, making it a bit more accessible for more people. 

The packaging is quite well-thought of, it seems more polished and modern. Their goal is to "bring contemporary flavors for people on the go," (as stated by them in their website), targeting the younger audiences, especially foodies. They aim to produce affordable, good quality traditional Malaysian snacks to-go. 

With this branding and considering their target audience, their current packaging design is well aligned. It's modern and feels more youthful, which would attract younger consumers. Yet with the modernity and the simplicity of it, it retains the traditional and homemade feel to it. As it seems more polished, this brand of fruitcake might feel and seem more trustworthy. 

• Fuji Bakery Fruit Cake

Fig 3.3 Fuji Bakery Fruit Cake

Fuji Bakery is a bakery and a manufacturer that supplies pastries as well. Their aim is also to provide various affordable breads and pastries. With their cheap pricing, it is likely that their target market is the general public. Their current packaging is cleaner, with the use of white and green in its colors. The green may represent 'nature' as to symbolize fruits. Product information is very clear at a glance. The imagery used is relevant and is well edited. 

Other information such as manufacturer in the back design is also still clear and readable. One of their weaknesses is the ingredients and allergy information as it is printed in black, in some angles it might be a bit unreadable, however, it isn't too bad. Product information also uses 2 languages; Malay and English which makes the product more accessible to more audience. 

Overall, their current packaging design is aligned with their target audience and their branding. They aim for affordable products for everyone, and their current packaging has a more universal design. It doesn't feel too exclusive/expensive yet it doesn't seem 'untrustworthy.'

3. Jen's Water Chestnut Sugarcane Drink

Fig 4.1 Jen's Water Chestnut Sugarcane Drink

a. Product Analysis

• Main design in front side is not visible due to product color; lacks contrast
• Typeface choice is a bit unreadable when clashed with the plastic cup’s texture.
• Logo color in black lacks contrast with the product color, thus it’s not visible.
• Nutrition information is quite unreadable as well due to the cup’s texture. Some text ends up a bit distorted. 
• Lid design is not as poorly designed as the body packaging, however it does feel a bit out of place with the color and the design direction, lacks cohesiveness with the body packaging.

According to their website, their packaging is using recyclable polypropylene cups. However, the cups doesn't stand out as there are no special features of the packaging design itself. 

b. Market Research

Jen's Drinks is a family-based brand, most famous for its 25-years recipe of Soya Milk. Their Water Chestnut Sugarcane Drink is one of their other product. Their products are low-sugar and made from natural ingredients. With this, it can be concluded that their target audience is the general public who are more health-conscious and prefers homemade, traditional drinks. They won't expect much except cheap price and that sense of familiarity of the brand, something that feels 'homey.' 

Their current packaging, despite being unreadable and has many questionable design and printing choices, fortunately still reflects their consumers' expectations. The design is not modern but it is conventional and something they've seen for years. It gives them familiarity and trust to the brand being 'family based.' With their packaging design now, it might only attract those who actually like this drink, already familiar/tried and probably older audience. New and unfamiliar consumers might not be too interested. 

Overall, while the packaging design is more conventional and traditional, it still aligns with their target audience and what they may be expecting. However, the design choices can definitely be improved to ensure the product is still eye-catching and is legible, readable, and accessible. Printing it in a smooth cup may help with readability, and using more contrasting colors (compared to the product color) may help. 

c. Competitor Analysis

• Hung Fook Tong's Cane Drink

Fig 4.2 Hung Fook Tong's Cane Drink

Hung Fook Tong is a Hong Kong based herbal tea shop chain founded in 1986. Their packaging right now features all relevant information and is a lot more readable. The front design features a large product name in Chinese characters and a smaller English version, which is still readable and it somehow stands out because it's one of the few writings in the front design that is in English/Latin alphabet. Imagery is also relevant and it doesn't reduce the important information's legibility and contrast. 

The nutrition facts and information is not unique nor does it stand out as it's just a black on white text. However, the information is fortunately clear and organized well with clear hierarchy. All information is included and is legible. Side design is also straightforward, featuring two languages, increasing accessibility. Overall their packaging design suits their brand image and tone where they are a more traditional, 'legend' brand in Hong Kong. Their packaging design manages to capture a traditional and a distinguished brand without losing the modern aspect while also considering the legibility, accessibility, and readability of the product information. 

4. UZSPACE Bottle Drink

Fig 5.1 UZSpace Bottle Drink

a. Product Analysis

Functionality wise, the box provides protection to keep the bottle itself in prime quality. There is a die-cut hole that gives consumers a tiny glimpse of what the bottle might look like. However, it isn't big enough to give a clear view of the bottle that people might as well just open the box, making the protective function basically useless. Design aspects:

• No information about the product at all. Gives audience zero clue about what the product is at a glance. No mention about the product being a bottle drink, no relevant whatsoever. No details mentioned about the product, not even basic information.
• Useless die-cut hole that serves no purpose
• Unnecessary cutesy design elements and decoration that has no relation with the product itself. 
• Title is unrelatable with the product and brand, and lacks contrast
• Unreadable title typeface choice with the decorative style. 
• Overall color choice is fortunately cohesive and stands out (even though white title needs more contrast). 

Box packaging is made out of boxboard, most likely not so sustainable but still can be recycled and reused. 

b. Market Research

UZSPACE is a brand originating in China focusing on food-grade drinkware. Based on the price (20-50ish RM) it is most likely that they are mainly targeting middle class students, workers, parents who wants safe BPA free drinkware for their children. Price wise, it isn't the cheapest in the market, but it isn't the most expensive as well, so the quality is likely to be quite good for its price but maybe not as 'stylish' or 'trendy' as other more expensive brands. 

In the case of this product, it is a product for children, so the use of the color choice being very bright and vibrant is a good choice because it attracts children the most. In the shelves, it also stands out since the other boxes are in neutral colors like gray, white, black, etc. The only weakness of this packaging design is the lack of information about the product itself. Not a single word talks about the product which would drive potential customers away. Even with the diecut hole, consumers cant really see how the product fully look like. 

Thus, graphic design and aesthetic wise, it isn't the best but the colors may be the only aspect of it that attracts people's interest. Moreover, the color choice also suits their target audience which is kids. 

c. Competitor Analysis

• Bros

Fig 5.1 Bros

With this product and the graphics on the bottle, it is likely that it's targeted towards children, teenagers and maybe even adults who prefers cute stuffs. Bros has other bottle drink that is targeted to more mass market as well. With its price, their target audience is very probable that it's similar to UZSPACE's; middle income workers, parents, students, mass public. 

Their current packaging has a few strengths:

- Sleek, looks expensive and high quality

- Readable information, legible, high contrast

- Information is grouped well, not too lengthy but all very straightforward, clear, easily understandable with the use of icons and more

- Packaging design shows how the full product looks like

However, one notable weakness is the color choice. The black does not make the product stand out and it basically misdirects consumers into thinking that the design of the bottle would be more sleek and modern, yet the design is apparently more kiddish and child-friendly. More vibrant choices might help to avoid misunderstanding. 

Overall, graphic design and information wise, they are at a good starting point with the packaging design being functional and legible. However, a better and more suitable color choice will help consumers avoid misunderstanding. 

• Icon

Fig 5.2 Icon

Comparing with children-targeting drinkware, Icon's packaging stands out as the front design is very straightforward with the bottle shape in 2D illustration fills up the space, with a small diecut hole to see the real color and material. The bright, vibrant, and contrasting color of orange and blue attracts people's eye at one glance.

Moreover, even after successfully attracting attention, the packaging design is well thought of with readable, legible, clear information that is presented neatly, with a good layout. All information one might need is compressed in the back and side packaging. 

Overall, packaging design is well thought of and is quite well done as it can attract consumer at a glance. The design also aligns with the price level and the quality offered as well. 

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REFLECTIONS:

Experience:

I am grateful for this experience where I can analyze different packaging and how it is effective or not. It opened my eyes to a lot of small details and trained myself to be more detail-oriented and to pay more attention to functionality and accessibility when designing my own packaging later on.  

Observations:

I observed that a good packaging design must be functional and is able to grab people's attention at a glance. It needs to pique consumers' interest yet when the consumers actually take the product and read through, all the information should be clear and understandable, avoiding misunderstanding. 

Findings:

I find that what makes a good packaging design is beyond than just aesthetics, trendy, modern graphic design style. All the information should be clear, understandable, legible, accessible for the audience.