Packaging & Merchandising Design (Task 1): Exercise 1
22.9.2025 - 14.10.2025 / Week 1 - Week 4
Aw Wen Chia / 0368828
Packaging & Merchandising Design / Bachelor of Design (Honours) in Creative Media / Graphic Design
Aw Wen Chia / 0368828
Packaging & Merchandising Design / Bachelor of Design (Honours) in Creative Media / Graphic Design
TABLE OF CONTENTS
1. INSTRUCTIONS
Overview: Choose FOUR (4) products (box, bottle, can, and
tube) 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 when evaluating a product.
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/packaging category.
2. EXERCISE
1. BOX - Puzzle 60 Pieces
Fig 1, Box (front)
Product Analysis
This box is made out of metal, with the information about the box's content printed on the metal, which is a 60-piece puzzle. The image on the box is the image of the puzzle when it is pieced together. Texts about puzzles are on the side and the bottom of the image. And the age restriction is visible next to the bottom text.
The text, being green with a similar green background, makes the text barely readable. The text and image are also cropped on the corners; it seems that the designer designed the box to have the corners sharp, only to have it shaved off by the manufacturer. Aside from the cropped image and text, the design also lacks creativity and seems like it was designed without intention.
Market Research
This product is marketed towards kids, which is why the low readability text is a problem, as kids will not be interested. This also applies to parents, as they may miss information about puzzle that could be useful.
Fig 2, Janod Tiger Gathering Puzzle
For competitor analysis, the Janod Tiger Gathering Puzzle was chosen. While the design shares similar components to Fig 1, the design looks to be designed with much more intention. The colour chosen for the box matches the colour of the puzzle's background, blending the 2 components in. This makes the puzzle stand out more, which is a good thing due to the image on the puzzle being the selling point. Lastly, the colour of the box and the colour of the logo are complemtary colours, making it pleasing to the eye.
2. BOTTLE - Camel Brand Thick Soy Sauce
Product Analysis
This bottle is made out of glass with a red cap that can be flipped open, and a label with all the information about the bottle's contents, which is dark soy sauce. The image on the label, which is a chicken dish, can be misleading. As it can be mistaken for "ABC sauce", a sweet sauce that is often used in chicken rice, which also has a dark colour and thick consistency.
The typography on the label is also a problem. Due to the picture in the background, the word "THICK SOYA SAUCE" blends in with the background. Making it hard for English readers to identify the type of sauce they are buying. The picture obstructs the information on the side of the bottle, making it hard to read.
The colour palette of the label may be fatiguing to the eyes due to the repeated use of the colour yellow contrasting with the red background. While this colour palette is very common among cooking products geared towards Chinese cooking, the use of it for this label may be too much.
Market Research
As said in product analysis, this product is marketed towards people who cook traditional Chinese dishes, who are often the older generation. That is why is may be counter-intuitive to have a product with poor readability. The product label may also not appeal to a younger audience due to its design, which can be seen as older.
Competitor Analysis
Fig 6, Lee Kum Kee Dark Soy Sauce
For competitor analysis, Lee Kum Kee Dark Soy Sauce was chosen. The colour palette is brown and gold, which is easy on the eyes. The white writing contrasts with the dark background, making it easy to read. The gold pattern in the background makes it look traditional and "premium". All of these components make it appealing to not just older but younger audiences and people who are trying out Chinese cooking.
3. CAN - Double Swallow Tropical Fruit
Fig 7, Can (side view) Fig 8, Can (front view) Fig 9, Can (side view)
Product Analysis
This can is made of presumably aluminium, with a top that needs a can opener to open and a label with all the information about the can's contents, which is tropical fruit. The image in the background of the label is a preview of the contents in the can. While it is helpful, the image is crowded, saturated and fatiguing to look at.
The wording "Tropical Fruit" stands out due to the typography. However, the colour choice of red transitioning to bright yellow strains the eye. The information on the side of the can is also obscured by the background, making it hard to read in certain parts. While the nutrition information is in a white block, easy to look at, but lacks creativity.
The combination of the crowded, saturated image, with the text in bright yellow, and the bright green background makes the label very chaotic, with every component of the label trying to grab your attention. It makes the content of the can look unhealthy despite it being fruits.
Market Research
This product is made and marketed for cocktail use. That may be the reason for its brightly designed label. However, the design is not appealing towards the older generation as the information is obscured. And not towards the younger generation, as the design is seen as "old-fashioned".
Competitor Analysis
Fig 10, Dole Tropical Fruit
For the competitor analysis, Dole Tropical Fruit was chosen. The colour palette is blue and yellow, which are complementary colours. The blue also acts as the ocean to lean more into the tropical aspect of the product. The name of the product can also be seen as the dark blue writing contrasted with the lighter background. While the design is very minimal, it gets the job done without compromising the text. This design appeals more towards older and younger generations alike.
4. TUBE - Bu Lai En B-7000 / Silicon / Arcylic Glue
Fig 11, Tube (front view) Fig 12, Tube (back view)
Product Analysis
This tube is made out of plastic with a pointed tip and a cap, with a label with all the information about the tube's contents, which is B-7000 / silicone / acrylic glue. This glue can be used for most, if not all things considered. However, it is toxic, especially when it is still wet, due to the toxic fumes it releases.
That is why the warnings have to be clear. However. The bigger texts on the label are all about how well-liked and how well the product works. All the warnings are on the back of the products in very small text that can be easily missed. While some of the warnings are about what to expect from glue. Like "In case contact with eyes, please rinse with plenty of water.", some are more "unexpected" like "please in well-ventilated environment", with the poorly translated text, some users may not expect glue of this consistency to have fumes, which can get dangerous, especially if the user has respiratory issues.
This product, seen from the title, has different names. While it can be expected due to country and language differences, it may ease the users if companies place the different names in the information. This can also help, as some glues react badly to certain materials. For example, super glue can melt styrofoam if it comes in contact, releasing toxic fumes and endangering the user.
The colour palette and design for the label are minimal; however, glues with this component often use minimal design to have its wording stand out.
Market Research
The glue is marketed to everyone except kids, due to the product working well on a wide variety of surfaces. This can become an issue, as this is also marketed to older generations with poor eyesight. Often missing the information needed to use the glue. The giant "B-7000" on the front of the tube is probably linked to brand identity; however, the space used could be lessened in order for the warnings to be bigger, therefore easily seen.
Competitor Analysis
Fig 13, Specialist Silicone Glue
For the competitor analysis, Specialist Silicone Glue was chosen. The tube's design is very minimal, making the wording stand out, and with the caution symbol and warning in the front. The warnings are more likely to be read. While this may not be the most ideal design, it is a step in the right direction. The tube is also made of metal, which can be recycled, unlike plastic.
3. FEEDBACK
My tutor said to make sure that the analysis of the labels was accurate and precise.
4. REFLECTION
For this task, due to the restructuring of my schedule, I was not able to appear in the first week of class, then in the second week, the class was cancelled, therefore I was not able to fully understand the assignment. I made a big mistake as I thought the structure of the product was the one that needed analysis, not the label. However, thanks to my coursemates and tutor, I fixed my mistake by finding the correct products to analyse. I want to thank my friend for going out of her way to find a box for me to use for this task.
This task taught me that labels on a product matter. And sometimes, bad design get sold in grocery stores.
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