PACKAGING & MERCHANDISING DESIGN - Exercise
FANN WONG JING EN｜0382237
Design Principles | Bachelor of Design (Honours) in Creative Media
MER60104 Packaging and Merchandising Design
TABLE OF CONTENT
MODULE INFORMATION BRIEF (MIB)
NOTE
Research and analyze the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product/packaging category.
EXERCISE 1
Product Overview
The I’m Meme lip tint comes in a small rectangular cardboard box used to protect and display the product.
Functionality
The box gives basic protection during storage and transportation. However, it is only used once and usually thrown away after opening, which creates unnecessary packaging waste.
There is also an additional sticker label placed over the original packaging. This covers some important information and makes the product harder to read clearly.
Aesthetic & Visual Design
The packaging is colourful and eye-catching, but the design can also feel confusing. The main graphic looks more like a key ring accessory instead of a cosmetic product.
The words “Color Key Ring” stand out more than “Water Gel Tint,” so first-time users may not immediately understand what the product is.
Branding
The brand name “I’m Meme” is relatively small compared to the large graphic elements. Because of this, the overall branding feels weak and less memorable.
Target Audience
The playful design seems to target younger consumers. However, the unclear visuals may confuse buyers who rely on packaging to quickly understand the product.
Sustainability
Using an outer box for such a small product feels slightly excessive. Together with the extra sticker label, it increases material usage and creates more packaging waste.
Key Issues
- Confusing visual communication
- Weak product clarity
- Weak brand visibility
- Unnecessary packaging waste
- Important information covered by sticker label
2. BOTTLE（Snake Brand Cooling Mist）
Product Overview
Snake Brand Cooling Mist is packaged in a small plastic spray bottle made for portable and easy cooling application.
Functionality
The spray bottle is convenient to use and easy to carry around, especially in hot weather. The mist application also helps distribute the product evenly.
However, the spray nozzle may clog after long-term use, and the small bottle size may not be practical for regular users.
Aesthetic & Visual Design
The overall design feels outdated compared to many modern skincare products today. The floral borders, decorative graphics, and multiple font styles make the packaging look crowded.
The combination of different languages and text sizes also affects readability.
Information Design
The back label contains a large amount of text in a very small font size. Important information such as instructions and ingredients is difficult to read quickly.
There is also no clear visual hierarchy between the different sections of information.
Target Audience
The product seems suitable for general users, especially in Southeast Asian countries with hot climates. However, the traditional packaging style may not appeal to younger consumers who prefer cleaner and more modern designs.
Sustainability
The bottle is made from plastic, which may be recyclable depending on the material type. However, smaller plastic packaging often creates more waste compared to larger refillable options.
Key Issues
- Outdated visual design
- Crowded layout
- Poor readability
- Weak modern appeal
- Possible spray nozzle clogging
3.TUBE（Tepthai Toothpaste）
Product Overview
Tepthai herbal toothpaste comes in a flexible squeeze tube commonly used for personal care products.
Functionality
The tube allows users to control the amount of toothpaste easily. However, when the product is almost finished, it becomes difficult to squeeze out the remaining content completely, which can lead to product wastage.
The tube also deforms easily after repeated use, making it look messy over time.
Aesthetic & Visual Design
The packaging feels visually crowded and slightly outdated. A large amount of text and multiple languages are placed closely together without a strong visual hierarchy.
Important product information is not easy to identify at first glance. The typography and colour choices also give the packaging a more traditional appearance.
Target Audience
The product seems targeted towards users who prefer herbal or traditional toothpaste products. However, the heavy use of Thai language may make it difficult for Malaysian or international consumers to understand the product clearly.
Sustainability
The tube packaging is likely made from mixed plastic materials, which are difficult to recycle. This reduces the overall sustainability of the packaging.
Key Issues
- Poor information hierarchy
- Language barrier
- Outdated visual appearance
- Product wastage from tube packaging
- Difficult to recycle
4. Can (Hausboom Strawberry Candy)
Product Overview
- Overcrowded visual design
- Too many promotional elements
- Weak product focus
- Poor readability
- Weak branding
- Outdated overall appearance
NOTE
- The logic of the fold.
- The ingenuity of the closing mechanism (no glue or tape allowed for the final closure).
- Kinetic Experience: How does the packet move when opened? Does it expand, slide, or "bloom"?
- Glueless Integrity: At least one of your designs must use an interlocking tab system that remains secure without the use of adhesives.
- Materiality: Utilize the weight and grain of the paper to provide structural strength.
- A set of two technical die-lines (1:1 scale) indicating cut lines, mountain folds, and valley folds.
- Two high-fidelity mockups using 160gsm–220gsm any color specialty paper.
- A 10-second video for each packet demonstrating the opening and closing movement.
- e-portfolio to show your process.
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