BACHELOR OF DESIGN(HONOURS)IN CREATIVE MEDIA || TAYLOR'S UNIVERSITY
EXERRCISE
TABLE OF CONTENTS
1. Instructions
2. Exercise
3. Feedback
4. Reflection
INSTRUCTIONS
EXERCISE
1. Kellogg’s Crunchy Muesli
Product Analysis
1. Kellogg's Crispy Cereals are typically packaged in laminated plastic bags or cartons lined with plastic film. While these materials provide moisture protection and freshness, the laminated plastic film is difficult to process in most municipal recycling systems, resulting in lower overall recyclability.
2. Although these bags are lightweight, they are often not resealable. Once opened, the cereal easily becomes damp and softens, affecting its taste and freshness, thereby reducing consumer satisfaction.
3. Kellogg's packaging emphasizes bright colors, bold fonts, and graphics, making it highly visible on shelf. However, the excessive number of nutrition facts, slogans, and images on the packaging can sometimes reduce the clarity of the information, making it difficult for consumers to immediately grasp the product's core selling points or sustainability credentials.
Market research
Kellogg's Crunchy Oatmeal targets families, working professionals, and health-conscious young people who see cereal as a convenient breakfast or snack option. Their primary considerations are taste, nutritional value, convenience, and price.
Consumer expectations for sustainable packaging have risen significantly in recent years. Consumers seek packaging that is recyclable, easily resealable to preserve freshness, and clearly labeled with disposal instructions. If Kellogg's doesn't improve in this area, it risks losing the favor of environmentally friendly consumers.
Competitor Analysis
Compared to Kellogg's cereal packaging, So Acai offers a significant advantage in packaging convenience. So Acai's products are packaged in resealable stand-up pouches, allowing users to easily reseal them after opening, preserving the cereal's freshness and crispness. This not only reduces food waste but also makes storage and portability more convenient. Furthermore, So Acai's packaging features concise and intuitive messaging, highlighting product advantages and its eco-friendly label, further aligning with modern consumers' focus on health and environmental sustainability.
2. Isntree Hyaluronic Acid Toner
Product Analysis
1. Isntree Hyaluronic Acid Essence emphasizes its multi-ingredient hyaluronic acid formula, delivering deep, multi-layered hydration.
2. Isntree Hyaluronic Acid Serum's packaging typically comes in a simple plastic bottle with a screw cap or a regular dispensing opening. While affordable and lightweight, this design makes it difficult to control dosage, and consumers may accidentally pour too much at once.
3. This lack of precision not only creates waste but also reduces cost-effectiveness, as the product can be used more quickly than intended. It also degrades the overall user experience compared to pump-type designs.
4. Without a pump or refillable design, this packaging is less convenient and environmentally friendly. Each use requires fully opening the bottle cap, exposing the product to air and potential contamination, and lacks clear sustainability solutions.
Market Research
In the Asian skincare market, young consumers are increasingly prioritizing functional packaging that combines ease of use with environmental awareness. Pump packaging, travel sizes, and refills are becoming mainstream, offering both convenience and sustainability. While Isntree is known for its clean formulas and effective hydration, its packaging remains relatively traditional. The lack of a pump design or eco-friendly refill system could undermine its competitiveness against brands that combine sustainability with user-friendly packaging.
Competitor Analysis
In terms of packaging, Hada Labo's Intensive Hydration Essence Water clearly outperforms Isntree's Hyaluronic Acid Toner. Hada Labo's lightweight, large-capacity plastic bottle, equipped with a pump, allows for precise dosage control, avoids waste, and maintains hygienic use, making it ideal for frequent daily hydration.
Hada Labo's labeling and packaging are simple and intuitive, allowing consumers to quickly identify the product line and function. The overall packaging is more practical and accessible. Isntree's packaging, on the other hand, emphasizes a minimalist, eco-friendly aesthetic but lacks refillable options and clear environmental labeling. Overall, Hada Labo's size selection, portability, quantity control, and user experience better meet mainstream market needs, while Isntree's packaging remains relatively traditional and less user-friendly.
3. Taoyibai Canned Yellow Peaches
Product Analysis
1. Taoyibai canned yellow peaches are packaged in traditional metal cans, which offer excellent sealing and shelf life, effectively preserving the freshness and nutrients of the fruit.
2. The single opening method makes it inconvenient for some consumers.
3. The cans are generally large in size, making them difficult to store after opening, leading to food waste.
4. Metal cans are challenging to handle and recycle, lack clear sustainability information, and fail to fully address consumers' expectations for greener packaging.
Market Research
In China and Southeast Asia, canned fruit consumers are primarily households, catering businesses, and young consumers. In recent years, with the rise of healthy eating and convenience food trends, consumer demand for canned fruit has shifted from long shelf life and affordable prices to fewer additives, lightweight packaging, and portability. Young consumers are particularly drawn to small packages that are easy to open and carry. Furthermore, growing environmental awareness is prompting some consumers to prioritize recyclability and support reduced packaging. If Taoyibai continues to rely on traditional large cans of fruit, it may struggle to meet the demands of the younger generation.
Competitor Analysis
Compared to Taoyibai, which primarily relies on traditional metal cans, Huanlejia offers a wider variety of packaging options. In addition to the standard cans, Huanlejia also offers canned yellow peaches in glass bottles. This packaging visually showcases the color and integrity of the fruit, increasing consumer trust and purchasing desire. Glass bottles also offer improved recyclability and environmental benefits.
Furthermore, the glass bottles feature a twist-off cap that allows for reseal after opening, making it convenient for consumers to portion out and reduce waste. In contrast, once opened, the remaining contents of Taoyibai's cans are difficult to preserve, leading to increased food waste. Huanlejia offers a clear advantage in terms of consumer experience and storage convenience.
4. Erythromycin eye ointment
Product Analysis
1. The tube of erythromycin ointment is typically made of aluminum or composite tubing. Although aluminum tubing can be partially recycled, it is typically not recycled through conventional recycling systems due to contact with drug ingredients and is instead disposed of as medical waste. This makes packaging difficult to recycle and increases the environmental burden.
2. During actual use, the ointment is in a semi-fluid state. Users often squeeze excess ointment, exposing it to air. This is not only wasteful but also poses a risk of compromising efficacy and even contamination. Residual ointment can also cling to the mouth or end of the tube, making it difficult to use up completely.
3. Erythromycin eye ointment packaging typically includes basic instructions but lacks guidance on environmentally friendly disposal. Users are unaware of how to properly dispose of the ointment tube, making it prone to careless discarding.
4. The overall packaging design is highly functional, focusing on concise drug information, highlighting the drug name and the intended use site. However, there is little packaging innovation or sustainability information, which falls short of the growing environmental awareness of modern users.
Market Research
Erythromycin ointment is primarily indicated for patients with minor eye inflammation, infection, or wound care. This target demographic is driven by medical needs, with consumers prioritizing efficacy and safety over packaging design.
With growing consumer awareness of environmental protection, medical product packaging is increasingly being considered in green consumption initiatives. Young patients and parents, in particular, are increasingly favoring eco-friendly packaging when using medications. If erythromycin ointment manufacturers continue to ignore environmental trends and insist on using traditional aluminum or composite tube packaging, they may face pressure from consumers and policymakers in the future.
Competitor Analysis
Eye Glo's nozzle and bottle design facilitate precise dosage, reduce ointment waste, and provide a more convenient user experience. Furthermore, the use of lighter or recyclable packaging materials better meets the environmental protection needs of modern consumers.
Week 1
In the first week, Mr. Shamsul introduced the basics of packaging design. He emphasized how packaging conveys brand image and consumer value. We were then asked to bring four different packaged products for analysis in the next class.
Week 2
No class
Experience:
In this exercise, I gained an initial understanding of how packaging combines creativity and strategy, and developed practical insights. I no longer view packaging merely as decoration, but as a crucial component of user experience and marketing communication. By analyzing products, I explored how packaging structure, typography, and color choices influence consumer preferences and functionality. This process allowed me to think more deeply about layout balance, usability, and emotional appeal. Furthermore, I found it fascinating that design trends such as minimalism and sustainability manifest differently across different product categories. This exercise laid the foundation for me to critically consider which factors can effectively enhance packaging design in today's market.
Observations:
Throughout the analysis, I noticed that packaging design directly impacts users' perception of brand quality and personality. From font placement to color balance, subtle design choices can have a significant impact on user engagement and communication clarity.
Findings:
This task provided me with the opportunity to apply visual analysis in a real-world context and understand common pitfalls in packaging design. I learned that effective packaging must strike a balance between functionality, brand storytelling, and visual hierarchy. The main flaws I identified in the products I analyzed included: lack of readability, overly complex graphics, and inappropriate material choices. By comparing with key competitors, I found that excellent packaging typically emphasizes simplicity, environmentally friendly materials, and a consistent brand image. Furthermore, I realized that the preferences of the target audience, such as age, lifestyle, and culture, play a crucial role in shaping the design direction. In conclusion, this exercise emphasizes that packaging is more than just aesthetics. The key is to create a thoughtful, user-centric experience that clearly and effectively conveys the brand's values.
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