22.05.2025 - 13.05.2025 | Week 5 - Week 8
Maisarah binti Mohd Sufian | 0358458
Packaging and Merchandising Design | Bachelor of Design (Hons) in Creative Media
Project 1: Box-Making
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LECTURES
Week 1 - 4 lectures can be found here.
Week 5
Packaging and Branding
Packaging = the container for a product
- Covers the physical appearance including the design, colour, shape, labelling and material
- Considered an integral part of the 'product' component of the 4Ps
- Main use would be for protection and recognizability + is changing from 'protector' to 'information provider' to 'persuader', being used as a sales tool to attract attention and make the sale.
- An important part of the branding process, playing the role of communication of a company's image and identity.
The Importance of Packaging and Branding for Businesses
1. Attracts attention and differentiates from competitors
- Packaging is often the first interaction that a consumer has with a product.
- Well-designed package can grab the consumer's attention + make a positive first impression.
- Differentiates a product from competitors, creating a competitive advantage.
2. Build brand identity and recognition
- A company's package design can help build brand identity and recognition.
- Consistent branding reinforces brand image and creates strong brand identity, leading to customer loyalty and trust.
3. Communicate brand message
- Communicate a brand's message and values.
- Packaging design is used to convey info on the product, such as it's quality, ingredients and benefits, building trust and loyalty with consumers who share the same values and beliefs.
4. Influences consumer perception
- Well-designed package can make a product appear more premium or high-quality.
- Poorly designed package can make a product seem cheap or low-quality
5. Supports marketing and promotion
- Supports marketing and promotional efforts.
- E.g. seasonal packaging creates excitement around a product and drives sales during specific times of the year, or to promote special offers or discounts.
Consistency in Packaging and Branding
Brand consistency leads to brand recognition
When customers recognize a brand (with positive associations), they're more likely to make purchases and commit long term to the company. Repetition makes customers more likely to choose you.
Differentiation Through Packaging and Branding
Important because it helps products and brands be easily recognizable in the marketplace, + help a company establish a competitive advantage.
Similar products in the market can be combatted with effective packaging and branding, the key factor is convincing a consumer to choose one brand over another.
Ways to differentiate through packaging and branding:
Unique design elements
- Such as shapes, colours, textures or materials to make their products stand out.
- E.g. Method (cleaning product company) uses a distinctive, ergonomic bottle shape + bright, eye-catching colours to differentiate their products from competitors.
Creative messaging
- Messaging on packaging and branding allows differentiation between products.
- E.g. Dove (personal care brand) uses messaging on their packaging that promotes a message of self-love and body positivity, differentiating them from competitors who may use messaging that focuses solely on product features.
Customisation and personalisation
- Offering customised or personalised packaging can create a unique product identity.
- E.g. Coca-Cola's "share a coke" campaign used personalised packaging with individual names to differentiate their products and create a personal connection with consumers.
Sustainability
- Using sustainable packaging materials or highlighting sustainability efforts can differentiate companies' products.
- E.g. Patagonia (clothing company) uses recycles and sustainable materials in their packaging and highlights their commitment to sustainability, differentiating their products.
Emotional Appeal through Packaging and Branding
Emotional appeal (through packaging) = the strategy of using packaging and branding elements to evoke an emotional response from consumers.
- Helps create emotional connections, creating more meaningful and long-lasting relationships between consumers and a brand.
- According to a study, product appeal can trigger different emotions, including impulsive buying.
- Attractive designs can instantly trigger positive and rewarding emotions in consumers, significantly contributing to their purchase decisions.
Ways emotional appeal can be used in packaging:
Colour psychology
- Colours can have powerful effects on our emotions and can be used to create an emotional connection with a brand, aligning with the brand's values and messaging.
- E.g. red evokes feeling of excitement and energy, blue creates a sense of calmness and trust.
Imagery and graphics
- E.g. a brand that focuses on outdoor or adventure may use imagery of nature or outdoor activities to create a sense of freedom and adventure. + a brand that focuses on family values may use imagery of families spending time together to create a sense of warmth and connection.
Brand storytelling
- Tell a story that connects with consumer's values and beliefs.
- E.g. a coffee company may use their packaging to tell the story of how their coffee beans are sourced from fair trade farms, creating an emotional connection with consumers who value ethical sourcing practices.
Personalisation
- When a product or packaging is personalised with a consumer's name or other personal information, it creates a sense of connection and make the consumer feel valued by the brand.
Week 6
Introduction to Shelf Display
The goal of retail packaging design is to get noticed and stand out from the crowd, with intense competition, a package's fate depends on those few moments of a consumer's interest while walking down a store.
An effective way of grabbing attention is through point-of-purchase (POP) display.
The Sale begins with eye contact
- P.O.P = attracts the audience, drawing them in and making the sale.
- Includes a myriad of printed advertising display items to help the product stand out.
- Well designed POP helps to separate a product from its competitors, focus consumer attention and serve as a directed advertisement, targeting the shopper at the exact moment of sale.
Designing for display
- POP design is part of packaging, structural engineering, advertising and psychology.
- Must take into account these additional factors:
- The POP display should complement the advertising campaign
- Must be designed to show the package in the best light.
Sample of P.O.P Display
Shelf-Talkers
- Small signs attached to a retail shelf ledge.
- Most commonly utilized with data strips.
- An effective way to attract and communicate with customer's in-store.
Wobbler
- Tags that are stuck to shelves or other surfaces, to stand out to grab customer attention.
- Aka shelf-talkers or product-talkers, they point customers to the product, giving it and edge over competitors that sit on the same shelf.
High-Back Countertop P.O.P
- Aka 'Floor Standee'
- Induces a person to enter into the shop, arousing interest of passers-by and kindling the desire to buy the displayed product.
- Acts as a selling point.
- Timelessness of display is important, seasonal products should be kept in a window display.
Floor Sticker
- And advertising space that is rarely used, as a result it is very effective.
- Perfect for reinforcing existing advertising as well as complimenting Point of Sale.
- Great space savers, ideal for supermarket aisles, shopping centres, retail stores or staircase landings.
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PROJECT 1 - BOX-MAKING
Instructions
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