Packaging & Merchandise Design: Exercises

22/09/2025 - 06/10/2025 (Week 1-3)
Ayshan Mohamed (0346212)
Bachelor in Design (Honours) in Creative Media
Packaging & Merchandise Design

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Instructions

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Lectures

Lecture Notes: Intro to Packaging & Merchandise Design

1. What is Packaging?

• Packaging is the container or wrapping that holds and protects a product.

• It is a critical part of daily life and must adapt as lifestyles, consumption habits, and purchase occasions evolve.

• Packaging design focuses on visual appeal, considering target audience, brand identity, usability, and sustainability.

2. Evolution of Packaging

Ancient Times

• Natural materials used: leaves, bark, coconut shells, bamboo, animal skins.

• Early storage containers: clay pots (Egypt, China).

Early Civilizations (Mesopotamia, Egypt, Rome)

• Glass bottles, clay amphorae introduced for storing oil, wine, medicine.

• Romans used clay seals for identification; early branding.

Industrial Revolution (1700s–1800s)

• Mass production changed packaging needs.

• Tin can invented in 1810 (Peter Durand).

• Paper packaging and cardboard boxes became widespread.

20th Century

• Rise of supermarkets = packaging became more visual and commercial.

• 1950s: plastic packaging emerged (cheap, lightweight, versatile).

• Strong brand identity via signature colours, logos, type (e.g., Coca-Cola, Kellogg’s).

21st Century; Sustainability & Digital Era

• Eco-friendly materials prioritized; biodegradable, recyclable, reusable.

• Smart packaging: QR codes, NFC for interactive experiences.

• Packaging evolves from protection to communication & environmental responsibility.

3. Packaging Design Considerations

• Must align with target audience, product positioning, brand identity, marketing strategy.

• Uses elements such as shape, colour, typography, imagery, materials to create shelf appeal.

• Design must balance practicality and aesthetics: usability, sustainability, cost.

4. Purpose & Function of Packaging

1. Protection

• Prevents damage during transport, storage, handling.

• Example: egg box as a model of functional packaging.

2. Identification

• Helps customers quickly recognize products via logos, names, visuals.

3. Transportation

• Facilitates safe and efficient movement from manufacturer to consumer.

4. Differentiation

• Distinguishes products from competitors through unique visuals.

5. Communication

• Conveys features, benefits, instructions clearly.

6. Marketing

• Acts as a silent salesperson; strengthens brand identity and aligns with broader marketing strategy.

5. Information Required on Packaging

• Product Name

• Net Quantity (weight/volume)

• Ingredients (esp. allergens or harmful substances)

• Nutritional Information (for food)

• Country of Origin

• Manufacturer or Distributor Info

• Warning Labels (for hazards or risks)

6. Packaging Design as Communication

• Packaging is a form of visual problem-solving. Designers conceptualize, render, and create 3D solutions using technical and creative skills.

• Packaging expresses emotional, cultural, social, psychological, and informational cues to attract target consumers.

• Designers must monitor the entire design, evaluation, and production process to ensure the package communicates the intended message effectively.

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Exercises

Exercise 1: Packaging Design Analysis

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.

• Box: Puras Healing Minis Set

Fig 01: Puras Healing Minis Set

Product Analysis: The Puras Healing Minis set comes with small vials of essential oils and is packaged in a black cardboard box. The design appears clean and simple at first glance, however it lacks warmth and distinct identity. Instead of having a therapeutic, earthy appearance, the minimalist style makes it seem more corporate. Very little protection is provided, and frequent use causes the box to lose its shape. The sustainability appeal is impacted because there are no signs of recyclability.

Market Research: Puras caters to a wellness-conscious market that values organic and organic health. The packaging falls short of these expectations since it lacks a certain natural element that relates to essential oils. Customers who are looking for a handcrafted, environmentally sensitive presentation might be discouraged from buying these since it feels disconnected from the brand's potential emotional appeal.

Competitor Analysis: Competitors such as dōTERRA and Young Living emphasise their natural philosophy by using recyclable materials, earthy colour schemes, and botanical images. These brands promote trust by exuding warmth and purity. Lighter colours, recycled paper, and compartmentalised inserts are similar tactics that Puras may use to improve appearance and brand alignment.

• Bottle: Lush Sticky Dates Body Lotion

Fig 02: Lush Sticky Dates Body Lotion

Product Analysis: The Sticky Dates Body Lotion from Lush is packaged in the brand's signature black plastic bottle with white writing that looks handwritten. Although it is in line with Lush's identity, it doesn't really distinguish between distinct fragrances. The general design could have been more inviting, and the label rubs off easily when wet which impacts the overall quality.

Market Research: Customers that are creative, ecologically conscious, and sensory-driven are drawn to Lush. Its simple packaging conveys sustainability and brand coherence, yet it fails to convey the decadent, dessert-like aroma of Sticky Dates. The emotional and sensory appeal that consumers frequently look for in body care products is undermined by this.

Competitor Analysis: Companies like Bath & Body Works and The Body Shop use colour, imagery, and attractive packaging to highlight the identity of their fragrances. These elements help consumers in connecting design to emotion and fragrance. To highlight each product's uniqueness and improve shelf appeal, Lush might incorporate small colour accents or illustrative cues while maintaining its iconic black design.

• Can: Mr. DIY Lavender Air Freshener

Fig 03: Mr. DIY Lavender Air Freshener

Product Analysis: The Mr. DIY Lavender Air Freshener can has dense writing and lavender imagery on a vibrant purple gradient. The layout feels disorganised, outdated and inconsistent, with poor readability and visual hierarchy. There’s no visible recycling symbol, making it assumably environmentally unfriendly. All things considered, the package gives off a generic, low-quality impression that damages the credibility of the product.

Market Research: Mr. DIY caters to budget-conscious consumers that value affordability and accessibility. That said, e ven in this market, modern customers, demand clearer and unique designs. The existing packaging lacks trust signals like eco-friendly icons and overuses colour saturation. On a shelf, it might draw attention, but it runs the danger of looking inferior to more sophisticated rivals.

Competitor Analysis: Well-known brands like Ambi Pur, Glade, and Air Wick have moved towards simple, modern designs with bold smell imagery and legible text. Their cans frequently have subtle gradients, matte finishes, and clear sustainability icons. Mr. DIY could modify its appearance and increase customer trust by using recyclable materials, reducing the intensity of its colours, and modernising its design.

• Tube: Ubermen Strong Hold Gel

Fig 04: Ubermen Strong Hold Gel

Product Analysis: The tube for Ubermen's Strong Hold Gel is transparent with yellow elements and striking black accents. The design aims for masculinity but comes across as dated and overly aggressive. It's difficult to find product information because of the cluttered layout. The flat cap shape restricts prolonged usability, and the non-recyclable material contradicts customers' growing environmental consciousness.

Market Research: Ubermen caters to young male users looking for economical hair styling alternatives. While the colour scheme conveys strength and power, it lacks the modern elegance found in men's grooming products. The design does not represent dependability or premium value, putting Ubermen at a competitive disadvantage in a market increasingly dominated by clean, simple aesthetics.

Competitor Analysis: Brands such as Gatsby, American Crew, and L'Oréal Men Expert incorporate matte finishes, minimalist lettering, and ergonomic tube designs to emphasise quality and functionality. Ubermen could adopt similar visual restraint; clean lines, minimal typography, and a recyclable tube to create a masculine yet modern design.

Exercise 2: Designing Custom Boxes for Non-Boxed Items

Designing Custom Boxes for Non-Boxed Items:
The objective of this exercise is to develop your skills in creating custom packaging solutions for items that do not come in traditional box packaging. By the end of this assignment, you should be able to demonstrate your ability to design functional, creative, and visually appealing boxes that enhance the packaging and presentation of non-boxed items.

Task Description
Item Selection: Choose a non-boxed item from your daily surroundings. The size of the item is between 15cm to 20cm. This items should not come in traditional box packaging but should be relatively small in size.

Justification: Provide a brief justification for your selection of these items, explaining why custom box packaging would enhance their presentation and functionality.

Box Design: Box Structure: Create detailed diagrams or sketches of the box structure for each item, including dimensions, flap designs, and closure mechanisms. Ensure that the proposed box is functional and secure.

Prototype: Create physical prototypes of the custom boxes for both selected items. You can use cardboard or other suitable materials to bring your designs to life. 

Fig 05: Sol de Janeiro 240ml perfume mist

For the Sol de Janeiro perfume mist, a unique box improves both appearance and functionality. It amplifies the product's perceived value and gives it a more opulent, presentable look that complements the brand's vibrant nature. In terms of functionality, the box protects the bottle from scratches, leaks, and other damages while it is being transported or stored. Additionally, it makes retail assembly and display simpler.  In addition to promoting sustainability, using recyclable and environmentally friendly materials keeps the packaging eye-catching and memorable for consumers.

Fig 06: Sketch of reverse tuck box

Fig 07: Sketch of tuck-top snap-bottom box

I tried cutting out the box from fig 07, but I accidentally got the measurement wrong for the top flap, and as I was about to try again, I decided to try a different type of box. I used Illustrator to make the outlines.

Fig 08: Drawing of window box

After I made the measurements and drew out the shape on art card paper, this is how it turned out:

Fig 09: Cut out of window box

Fig 10: Front-view of box with bottle inside

Fig 11: Angel-view of box with bottle inside

Video walk-through