PACKAGING AND MERCHANDISING / Exercises -Packaging Design Analysis

 

|  20/04/25-28/06/25
|| Sun Jia Yi / 0370449
|| Packaging and merchandising design / Bachelor of Design (Hons) in Creative Media
|| Exercise / Case Study – Packaging Design Analysis 

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TABLE OF CONTENTS

Instructions

Exercises 

Feedback 

Reflection 

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INSTRUCTIONS

                                                      Module information Booklet(MIB)

EXERCISE– Packaging Design Analysis (20%)

Timeframe: Week 01 – Week 04 (Deadline Week 04)

1. Summary: Pick FOUR (4) goods from the market that you think have poor packaging.  Make sure the product can be purchased easily.

 2. Product Analysis: Examine the current package design in detail.  Determine the precise issues and drawbacks with the existing packaging.  Think about things like branding, target audience, sustainability, usability, and aesthetics.

 3. Market research: Examine each product's target market and determine whether the packaging currently in use satisfies the needs and preferences of the intended consumer base.

 4. Competition Analysis: Examine and evaluate the packaging of rival goods in the same market.  Determine the best practices and trends in packaging design for this particular product category.

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EXERCISES – Packaging Design Analysis

Mr. Shamsul gave us instructions to perform a visual examination of the package design of four selected items over the course of four weeks as the first task for this module.  Market research, competitive analysis, and product analysis must all be included in the study.  The four items I have selected to learn with are listed below:

Week 01 – Crystal Geyser Alpine Spring Water

Fig 1.1 Crystal Geyser Alpine Spring Water, week 01

Product Analysis:

The current design of the packaging for Crystal Geyser Alpine Spring Water doesn't look good or work well. The bottle is made of very thin plastic that easily dents and crumples, even with light use. This makes it feel cheap and disposable. The label looks messy because the typography is inconsistent and the layout is unbalanced, making it hard for the customer to quickly find important brand values or benefits. Its shelf presence is hurt by the use of old design elements and a lack of cohesive branding. The brand says it is naturally pure, but the design doesn't do much to support this. Instead, it uses generic mountain images that don't set it apart. The brand doesn't seem to care about sustainability because it doesn't talk about recycling or eco-friendliness.The overall experience, from grip to look, doesn’t reflect the quality or values the brand aims to promote.

Market Research:

Crystal Geyser is aimed at people who want cheap ways to stay hydrated, especially those who are active and care about their health. But the way the packaging looks doesn't match what this group of people is looking for more and more: clarity, purity, and being aware of the environment. People today are more likely to buy from brands that use packaging to show that they care about the environment. Crystal Geyser is at a disadvantage compared to other bottled waters that are marketed in a more ethical way because it doesn't have eco-labels, refill options, or even simple design elements. The current design may appeal to people who are on a tight budget, but it doesn't do a good job of building loyalty based on emotions or lifestyle.

Competitor Analysis:

Fig 1.2 Competitor brand's packaging design- JUST WATER, week 01

On the other hand, competitors like JUST Water have embraced simple, clean designs with strong messages about sustainability. For example, JUST Water uses plant-based cartons and makes a big deal out of it on the package to appeal to people who care about the environment. Evian has also moved toward modern, sleek fonts and lightweight but strong recycled plastic bottles. These brands show that today's best practices include simple branding, easy recycling, and clear communication of environmental values. Crystal Geyser's current packaging doesn't show any of these things.

Week 02 – Great Value Canned Vegetables

Fig 1.2 Great Value Canned Vegetables, week 02

Product Analysis:

Although Great Value Canned Vegetables' packaging is very functional, it is not visually appealing or engaging. The metal can functions normally, but it lacks features like resealability and easy-open lids, which makes it less convenient for users. The label's aesthetics are very simple, with a flat color scheme, antiquated photography, and uninspired typography. Because of the poor information hierarchy, it is challenging to quickly comprehend the advantages of the product or even its contents at a glance. The lack of personality and minimal branding makes it harder for customers to relate to the product. Additionally, there is no obvious messaging about the can's sustainability or any health-related information that customers might be interested in. The packaging seems to have been created more to satisfy basic financial needs than to satisfy customer demands.

Market Research:

Great Value caters to consumers who are price conscious, usually families or single people with limited grocery funds. Affordability is important to this group, but they are also swayed by visual cues of freshness, convenience, and healthiness, particularly when other low-cost brands are performing better. Consumers are becoming more conscious of packaging aesthetics, ethical sourcing, and even BPA-free labeling, all of which are currently absent from this product. Therefore, even though the product is inexpensive, the packaging might put off younger consumers who are swayed by aesthetic and moral considerations or health-conscious consumers.

Competitor Analysis:

Fig 1.2 Competitor brand's packaging design- DEL MONTE, week 02

Leading competitors like Del Monte have successfully refreshed their canned vegetable lines with updated visuals, brighter photography, and clearer information hierarchy. Eden Foods, a more premium competitor, goes a step further with BPA-free labels and earthy, transparent branding. These brands utilize strong food imagery and friendly fonts to communicate both freshness and trust. Compared to these, Great Value’s design appears outdated, rushed, and uninviting, even for a store brand.

Week 03 – Suave Shampoo

Fig 1.3 Suave Shampoo, week 03

Product Analysis:

Even at low price points, Suave Shampoo's packaging is outdated and lacks the high-end cues that are currently expected in the haircare industry. Daily functionality is compromised by the flip-top cap frequently becoming clogged and the rigid plastic bottle becoming difficult to squeeze near the end of use. The label design is visually cluttered, with too many elements vying for the viewer's attention, such as erratic iconography and busy typography. Suave advertises that its products are both reasonably priced and of "salon-quality," but the packaging betrays this assertion. In addition to lacking aesthetic or emotional appeal, the design obscures important components or advantages. Furthermore, the product lags behind current market trends due to its use of non-recycled plastic and lack of sustainability claims, particularly at a time when sustainability is increasingly expected in personal care.

Market Research:

Suave caters to budget-conscious customers, especially families and individuals seeking simple hair care products. However, even budget-conscious shoppers now demand more considerate packaging due to growing awareness of ingredient safety, environmental friendliness, and clean beauty branding. Nowadays, a lot of people choose shampoo brands based on aesthetic appeal and moral principles. Suave's current design may turn off customers who value more than just a low price because it does not accommodate these shifting preferences.

Competitor Analysis:

Fig 1.3 Competitor brand's packaging design- OGX, week 03

The bar has been raised in this market by rival companies like OGX. Both emphasize natural ingredients and ethical sourcing, use recycled plastic, and have clean label designs. Even at reasonable costs, their packaging conveys sustainability, luxury, and softness. In the meantime, Herbal Essences Bio:Renew appeals to younger and environmentally conscious customers with its transparent bottles and botanical themes. Suave's packaging seems uninspired and out of step with regard to branding and customer expectations when compared to these examples.

Week 04 – Velveeta Cheese Loaf

Fig 1.4 Velveeta Cheese Loaf, week 04

Product Analysis:

There are several functional and aesthetic design issues with Velveeta's packaging, which consists of a cheese loaf wrapped in foil and enclosed in a cardboard box. First of all, the product cannot be resealed, which makes it difficult to store after opening and raises the possibility of contamination or drying out. The box's use of vivid primary colors—yellow and red—makes it visually striking, but it also gives the impression that it is highly processed and artificial. The modern consumer's desire for natural, healthful, and wholesome food products is at odds with this visual language. The layout and typography are extremely forceful and fall short of striking a balance between contemporary appeal and brand nostalgia. The use of foil, which is frequently not recyclable depending on local facilities, further lessens its environmental friendliness, and there is a lack of clear messaging regarding sustainability. The branding is largely dependent on nostalgia but misses the mark on function and relevance.

Market Research:

Velveeta caters to consumers seeking comfort food or quick meal solutions, as well as families and casual home cooks. But this market is changing, and even these consumers are beginning to look for packaging that prioritizes quality, freshness, and ethical sourcing. Today's consumer demands resealability, visual simplicity, and freshness cues, all of which are not adequately met by the packaging as it stands. Furthermore, consumers who associate visually aggressive packaging with excessively processed ingredients may be put off by the growing popularity of health-conscious options.

Competitor Analysis:

Fig 1.4 Competitor brand's packaging design- SARGENTO, week 04

To demonstrate the quality of their products, companies such as Sargento have implemented transparent windows, portion control trays, and resealable packaging. In order to convey freshness and farm-to-table authenticity, they also use natural textures and warm, earthy hues. These components provide a striking contrast to Velveeta's vintage, industrial packaging design. Velveeta's current design approach lacks the user-friendly resealability, understated natural design, and unambiguous nutritional messaging that are currently considered best practices in this category.