08/05/25 - 29/05/25 (Week 3 - Week 6)
Andrea Choo Qin Hui (0366959)
Andrea Choo Qin Hui (0366959)
Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media
Lectures
INSTRUCTIONS
LECTURES
Week 3
・Introduction to Packaging - Design
- Packaging is a critical part of our daily life. It impacts the way we live in this
global society.
- As the way we live, work and play changes, packaging has to meet the demands of
changing consumption, locations and occasions.
- Packaging is the container or wrapping that holds a product and protects it.
- Packaging design is the process of making the package look attractive and
appealing to the consumer, while also considering factors such as the target
audience, brand identity, and practical considerations like ease of use and
sustainability.
- By creating an effective package design, brands can make their product stand out
and connect with consumers on an emotional level.
・Evolution of Packaging
Ancient Times (Before Modern Civilization) :
- Early human used natural materials like, leaves, bark, coconut shells, bamboo
and animal skins to wrap or carry food and items.
- Ancient Egyptians and Chinese used clay pots to store oils, grains and spices.
Early Civilizations (Mesopotamia, Egypt, Rome) :
- Glass bottles and clay amphorae were introduced for storing olive oil, wine and
medicine.
- Romans started labeling their containers using clay seals - kind of like early
branding!
Industrial Revolution (1700s - 1800s) :
- Major shift in packaging due to mass productions and factories.
- In 1810, Peter Durand invented the tin can for preserving food.
- Paper packaging and cardboard boxes began being widely used for shipping.
20th Century (1900s - 2000s) :
- Packaging became more commercial and visual, thanks to supermarkets and
advertising.
- 1950s: Plastic packaging became popular - cheap, lightweight and versatile.
- Brands like Coca-Cola and Kellogg's started using signature colors, logos and
typography to stand out.
21th Century (Era of Sustainability & Digital) :
- The focus shifted towards eco-friendly packing - biodegradable, recyclable, less
plastic.
- Many brands now use paper, glass and reusable materials.
- Rise of smart packaging - like QR codes and NFC tags for interactive
experiences.
Week 4
・Common Types of Boxes
In the world of packaging, many people are confused about all the different types of
boxes and the interchangeable terms used to describe them.
1. Folding Cartons :
- Paperboard cartons / Paperboard boxes are some of the most common types of
boxes.
- Eg: Cereal box
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| Figure 1.1 Folding Cartons |
2. Rigid Boxes :
- Are sturdier and do not fold or collapse as folding cartons do.
- They are often, not always used for higher end products where perceived value is
important.
- They are also used when the product within is heavy and in need of extra support.
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| Figure 1.2 Rigid Boxes |
3. Corrugated Boxes :
- Also called corrugated board, corrugated fiberboard or combined board.
- Commonly referred as brown cardboard boxes.
- Typically has three layers.
- A wavy or fluted layer sandwiched between two outer flat layers.
- The fluted layer is where the strength of this paper product lies.
- In packaging, corrugated boxes are often referred as 'shipper boxes' or 'master
packs'.
- Mostly used to ship a company's retail-ready products to stores all over the
country / world.
- Commonly used as a primary retail packaging the same way a folding carton is
used.
- Corrugated fiber is also commonly used in floor POP displays.
 |
| Figure 1.3 Corrugated Boxes |
Week 5
・Packaging and Branding
Packaging is the container for a product – Cover the physical appearance of the
container and including the design, color, shape, labelling and materials used Most
marketing textbooks consider packaging to be an integral part of the 'product‘
component of the 4 P‘s of marketing: product, price, place and promotion The main
use for packaging can be considered to be protection of the goods inside, packaging
also fulfils a key role in that it provides us with a recognizable logo, so that we
instantly know which product is inside the package.
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| Figure 2.1 Example of Packaging and Branding |
Packaging is an important part of the branding process as it plays a role in
communicating the image and identity of a company. The role of packaging is
changing from that of 'protector‘ to 'information provider‘ and 'persuader‘ It is now
being used as an important sales tool to attract attention, describe the product and
make the sale.
・The Importance of Packaging and Branding for Businesses
Attracts Attention and Differentiates from Competitors :
Packaging is often the first interaction that a consumer has with a product. A well-
designed package can grab the consumer's attention and make a positive first
impression. Effective packaging can also differentiate a product from its
competitors and create a competitive advantage.
Builds Brand Identity and Recognition :
Branding and packaging go hand in hand, and a company's package design can
help build brand identity and recognition. Consistent branding across all products
and packaging reinforces the brand image and can create a strong brand identity.
This can lead to customer loyalty and trust.
Communicates Brand Message :
Packaging and branding can communicate a brand's message and values. A
company can use its package design to convey information about the product,
such as its quality, ingredients, and benefits. This can help build trust and loyalty
with consumers who share the same values and beliefs.
Influences Consumer Perception :
Packaging can influence a consumer's perception of a product. A well-designed
package can make a product appear more premium or high-quality, while a poorly
designed package can make a product seem cheap or low-quality. Packaging can
also influence a consumer's perception of the brand as a whole.
Supports Marketing and Promotion :
Packaging can support marketing and promotional efforts. For example, seasonal
packaging can create excitement around a product and drive sales during specific
times of the year. Packaging can also be used to promote special offers or
discounts.
・Consistency in Packaging and Branding
Brand consistency in packaging design is important because it leads to brand
recognition. When customers recognize your brand (and have positive associations
with it), they’re more likely to make purchases and commit to your company for the
long term. Repetition makes customers more likely to choose you.
・Differentiation through Packaging and Branding
Differentiation through packaging and branding is important because it helps
products and brands be easily recognizable in the marketplace, and it can help a
company establish a competitive advantage. When a product is similar to others on
the market, effective packaging and branding can be the key factor in convincing a
consumer to choose one brand over another.
Week 6
・Introduction to Shelf Display
- A paramount objective in the field or retail package design is to get your package
noticed.
- With the competitors fighting for eye time and shelf space, a package’s life and
death depends upon those few moments of a consumer’s interest while walking
down a store.
- The whole point of successful package design is to stand out from a crowd.
- Often a difficult thing to do when packages are displayed side by side with other
products.
- One of the most effective ways of grabbing the attention is through the point-of-
purchase display.
・The Sale Begins with Eye Contact
- A point-of-purchase display – referred to as a P.O.P. – attracts the audience,
draws them in close, and make a sale.
- Point-of-Purchase marketing material includes a myriad of printed advertising
display items that can help your product to stand out from the crowd.
- A well-designed point-of-purchase display can help separate a product from its
competitors, focus consumer attention, & serve as a directed advertisement,
targeting the shopper at the exact moment of sale.
・Shelf-Talker P.O.P
- Shelf Talkers are small signs that attach to a retail shelf ledge. They are most
commonly utilized with data strips, but can be implemented without them.
- Shelf Talkers are an effective way to attract and communicate with customer's in-
store as they are wandering department aisles.
・Wobbler
- Wobblers are tags that are stuck to shelves, or other surfaces, to stand out to grab
customer attention.
- Also called shelf talkers or product talkers, these branded tags literally talk for
themselves – they point customers to your product, giving you an edge over
competitors that sit on the same shelf.
・Window Displays
Induces persons to enter into the shop. It arouses the interest of passers-by and
kindles a desire to buy the product on display.
Acts as a selling point.
Timeliness of display of goods is important. Products which are bought more during
a particular season should be kept in a window display.
・Window Displays
The floor is an advertising space this is rarely used. As a result, floor stickers are
very effective.
Floor Stickers are perfect for reinforcing existing advertising as well as
complimenting Point of Sale. They are also great space savers, ideal for supermarket
aisles, shopping centers, retail stores or staircase landings.
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