Exercise – Packaging Design Analysis | Packaging and Merchandising Design
Exercise – Packaging Design Analysis
Rafa Maritza Hertrian [0364958]
Bachelor of Design (Honours) Creative Media/ Taylor's
University
MER 60104 / PACKAGING AND MERCHANDISING DESIGN
INSTRUCTIONS
ANALYSIS
Bachelor of Design (Honours) Creative Media/ Taylor's University
MER 60104 / PACKAGING AND MERCHANDISING DESIGN
Sunway Pyramid's Shake Shack box
Product Analysis
The Shake Shack takeaway box takes advantage on the brand's well-established title, is a good example of a simple and recognizable graphic design. Customers can quickly recognize the product because of the Shake Shack symbol, which increases brand awareness and loyalty. The packaging's use of paper and a recycling symbol shows a dedication to environmental responsibility and sustainability.
However, the shape of the box is quite similar to a shoe box, which is the main problem. Customers may unconsciously associate their food with shoes because of this design, which could negatively impact the how the customer feel about the food. Additionally, for single orders, the box size is too big. It can only work if customers buy a family-sized meal. If the customer made a single order it would be awkward and can risk ruining the food because there are a lot of space for the food to toss around. A straightforward paper bag, on the other hand, may more effectively secure individual meals by using the weight of the food to hold it in place and preserve its shape.
Market Research
The majority of Shake Shack's target customers is made up of people who respect sustainability and quality. These clients are likely to value the brand's eco-friendly materials and modern, contemporary design. However, given the rising popularity of food delivery and takeout, they expect packaging that is useful and customized to meet their needs. These requirements for smaller orders are not effectively met by the present box design, which disregards functionality in favor of a consistent look. The absence of packaging size flexibility may disappoint customers who are looking for convenience and food safety, which could negatively impact their opinion of the business as a whole.
Competitors
Competitors like Five Guys and In-N-Out Burger have embraced more useful packaging options in the fast-casual burger market. For instance, Five Guys minimizes movement during delivery by using foil wraps and small paper bags to keep food products safe and warm. In order to preserve the quality and appearance of each item, In-N-Out uses smaller, partitioned cartons made especially for burgers and fries. These strategies show a thorough awareness of customer demands and industry best practices: packaging should protect and improve the product experience in addition to reflecting the brand.
Purederm Under Eye Mask
Product Analysis
There are some functional and aesthetic issues with the Purederm Vitamin Brightening Under Eye Mask's packaging. The product's accessibility is the biggest problem: the pre-moistened eye masks are stacked within the pouch, which makes them stick to one another. This design raises hygienic problems because it requires users to touch numerous masks in order to separate a single one. Given that the masks are meant for the sensitive skin beneath the eyes, any contamination of the remaining masks by the user's hands might threaten product longevity and safety.
The container is not visually consistent with their branding. Despite being energizing, the predominant orange color does not suggest the hygienic, calming, or opulent images usually connected to skincare products. Rather, it could come out as harsh or clinical, which could turn off clients looking for a relaxing self-care session. The wide, blocky font used to print the title, "Vitamin Brightening Under Eye Mask," is neither particularly beautiful nor eye-catching. Because of the disorganized and unnatural flow of the product details on the front, customers may find it challenging to immediately recognize important features or usage guidelines. Although there is an image that suggests the function of the product, it is not noticeable enough to make up for the text's lack of clarity and visual appeal.
Market Research
Purederm offers to customers looking for convenient, reasonably priced skincare products, especially those who appreciate easy solutions for under-eye issues, including puffiness and dark circles. These customers often look out goods that are enjoyable to use, safe, and hygienic. However, the existing packaging design does not live up to these standards. Potential customers may doubt the product's efficacy or quality due to the unsanitary retrieval procedure and the uninspired visual presentation. This design runs the danger of being ignored or rejected in favor of more carefully packaged competitors in the crowded skincare industry, where packaging frequently plays a critical role in drawing attention and communicating trust.
Competitor Analysis
In order to ensure sanitary, single-use access, rival firms in the under-eye mask market, like Patchology and Skyn Iceland, usually employ packaging that separates individual masks (either in trays or with thin plastic sheets). Their designs frequently include simple layouts and crisp, pastel color schemes that convey elegance and serenity. Additionally, these firms place a high priority on prominently identifying the benefits of their products so that consumers can quickly and easily comprehend its purpose and advantages. In this area, industry best practices place an emphasis on both aesthetic appeal and hygiene, with packaging that backs up its effectiveness and safety claims.
Hurix 600 Flu Cough Syrup
Product Analysis
The Hurix’s 600 FluCough Syrup packaging exhibits several design flaws that hinder its effectiveness as a medicinal product. One of the most noticeable issues is the excessive use of different fonts and unnecessary italicization, which creates visual clutter and reduces overall readability. The text appears to be sloppily arranged, with inconsistent font sizes, weights, and alignments. This lack of typographic hierarchy makes it challenging for consumers to quickly identify key information, such as the product’s purpose, dosage, or ingredients. Additionally, some text overlaps with the background image of herbs, further impacting legibility and detracting from the overall aesthetic.
With its portrait graphic and green and white color scheme, the logo is out of place with the rest of the packaging design. It seems out of place with the other graphic components, giving the logo a haphazard, unprofessional appearance. The color scheme itself, which combines purple, gold, red, green, and white, is confusing and a little startling. This mixture lacks coherence and fails to arouse the feelings of dependability, serenity, or trust that are generally associated with pharmaceutical products. All of this adds up to a package that is cluttered, old, and ugly.
Market Research
People looking for over-the-counter treatment for flu, cough, and associated symptoms make up Hurix's 600 FluCough Syrup's target market. These customers like pharmaceutical packaging that is clear, reliable, and simple to use. Nevertheless, these expectations are not met by the current design. The haphazard font and ambiguous color palette could confuse or even turn off potential customers who think that a visually disorganized product is of inferior quality or effectiveness. These design defects can have a big influence on buying decisions in a segment where consumer confidence and clear communication are crucial.
Competitor Analysis
Competing cough syrup brands like Woods', Vicks, and Cap Ibu dan Anak usually use neat, polished packaging with a subdued color scheme and readable, clear text. Their designs frequently use bold headers and simple layouts to make it easier to identify the brand, product category, and main features. If there is imagery, it is subdued and does not impede the readability of the text. In order to strengthen brand awareness and trust, these companies also make sure that their trademarks are properly incorporated into the overall design.
When it comes to medical packaging, industry best practices place an emphasis on clarity, simplicity, and a unified color palette that embodies the function of the product. Simplifying its font selections, enhancing text alignment, and choosing a more unified color scheme would all be very beneficial for Hurix's. The professional appearance of the product would also be improved by redesigning the logo to better match the overall style. Hurix's may better satisfy customer expectations and make a positive impression in a crowded market by implementing these tactics.
Super Glue
Product Analysis
Elephant Brand Glue's packaging has a number of serious design errors that detract from its usefulness and attractiveness. The lack of visual coherence is one of the most obvious problems: the package's front has two different picture styles: a flat drawing and a realistic photograph. This discrepancy gives the design a startling look and gives the impression that it was put together hurriedly. Furthermore, the elephant artwork and the product image overlap, cluttering the layout and making it difficult to quickly identify the goods.
Concerns are also raised by the imagery selection. It is easy to mistake the enormous graphic elephant and the glue tube. If taken out of context, it could imply that the glue is derived from elephants or has some connection to animal abuse, which is a very detrimental association for a contemporary consumer product. The brand's reputation could be harmed and socially sensitive consumers turned off by this unexpected message.
The logo itself doesn't match the packaging's other elements. Its color scheme and style are inconsistent with the other visual components, giving the entire design a haphazard appearance. Additionally, the packaging's color choices are vague and lack a distinct palette that would support the development of a powerful brand identity or eye-catching design. Instead of being reliable or appealing, the end product feels cluttered, out-of-date, and perplexing.
Market Research
Students, office professionals, and other consumers looking for a
reasonably priced, dependable glue for daily use are probably the target
market for Elephant Brand Glue. Clarity, usability, and confidence in the
product's quality and safety are important to these customers. These
standards are not met by the box design as it is now, though. Particularly
among parents or educators who are becoming more conscious of animal welfare
and product safety, the product may seem less genuine and may give rise to
ethical questions due to its unclear images and lack of visual harmony.
Potential customers run the danger of ignoring or actively avoiding this
packaging in a retail setting where prompt recognition and favorable
associations are essential.
Competitor Analysis
Typical packaging for rival glue products like UHU, Elmer's, and Faber-Castell is straightforward, color-coordinated, and features prominent, unambiguous branding. Their designs prioritize simple product identification, safety, non-toxicity, and usability—often accompanied by amiable characters or emblems that appeal to kids without creating misunderstandings or unfavorable connections. The product message is always supported by the sparse usage of imagery.
In this regard, brand coherence, clarity, and positive emotional cues are highly valued by industry best practices. Elephant Brand Glue should significantly improve its packaging by employing a single, cohesive image style, explaining the purpose of the elephant mascot, and ensuring that all visual elements work in unison to communicate dependability and safety. A more thoughtfully chosen color palette and better logo integration would also make the product stand out for the right reasons.
REFLECTION
Experience
I was able to apply design thinking to actual items by examining the packaging of Shake Shack, Purederm, Hurix's 600 FluCough Syrup, and Elephant Brand Glue. It was a helpful exercise in critically assessing each design's usability, brand alignment, and functionality in addition to its appearance. I learned how important it is to look at design from both an industry and customer perspective thanks to this work.
Observation
I found that a lack of user-centered thinking is the root cause of many packaging problems. For instance, Shake Shack's large box might be fashionable, but it isn't useful for single orders. Hurix's disorganized typography makes it difficult to locate important information, and Purederm's mask pouch creates hygienic concerns. Brand Elephant Glue may cause negative misunderstandings due to its erratic usage of imagery and its mascot's ambiguous message. On the other hand, their rivals constantly emphasize emotional appeal, practicality, and clarity.
Findings
In addition to being aesthetically pleasing, well-designed packaging should be practical, easy to use, and consistent with the brand's principles. Successful rivals across industries employ hygienic packaging, clear typography, consistent branding, and emotionally appealing imagery. User happiness and product trust are increased by these best practices. In the end, I discovered that careful packaging design has a significant role in consumer choice and brand perception.
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