PACKAGING AND MERCHANDISING DESIGN – EXERCISES
29.08.19 –
Week X – Week X
Feryn Juliesta Sulia (0336407)
Packaging and Merchandising Design
Exercises
LECTURES
Lecture 1: Introduction to The Module
29.08.19 (Week 1)
We were introduced to the module and shown some examples of the previous batch's works.
Lecture 2: History of Packaging
We were introduced to the module and shown some examples of the previous batch's works.
Lecture 2: History of Packaging
05.09.19 (Week 2)
Today, Rashah and I presented the history of packaging and showed some types of packaging existed.
Lecture 3: Colours and Typography in Packaging Design
Today's lecture was done by Jane and Angeline. They presented their findings about colours and typography in packaging design.
Lecture 4: Image and Imagery in Packaging Design
Today's presentation was presented by Vedha and Nicole. They presented about image and imagery in packaging design.
Lecture 5: Image and Imagery in Packaging Design
12.09.19 (Week 3)
Today's lecture was done by Jane and Angeline. They presented their findings about colours and typography in packaging design.
Lecture 4: Image and Imagery in Packaging Design
19.09.19 (Week 4)
Today's presentation was presented by Vedha and Nicole. They presented about image and imagery in packaging design.
Lecture 5: Image and Imagery in Packaging Design
26.09.19 (Week 5)
Today's presentation was done by Yameen and Rausha about packaging and branding.
Today's presentation was done by Yameen and Rausha about packaging and branding.
INSTRUCTION
EXERCISES
Box Exercise
For our first exercise, Mr. Shamsul told us to bring an object between the size of 30cm and 15cm to be packaged. We will make the package with A3 art paper.
Label Exercise
first attempts:
Thermoforming trial on other products:
For our first exercise, Mr. Shamsul told us to bring an object between the size of 30cm and 15cm to be packaged. We will make the package with A3 art paper.
Label Exercise
first attempts:
Final:
Final label in mockup:
Thermoforming:
Because the product I brought was plastic and if thermoformed it might melt, the lecturer suggests me to do it with wood with the size of my product, and the lecturer helped me to cut the wood to the product size;
But this trial was failed because of the corner of the red marker was torn, but the lecturer said the shape I got from the marker is nice, so I brought a few marker the next week to thermoformed;
FEEDBACKS
Week 1
No feedback this week.
Week 2
Mr. Shamsul told me the upper part of my prototype won't work.
Week 3
Mr. Shamsul told me to have a thicker paper to make the packaging more solid.
Week 4
No feedback this week.
Week 7
Mr. Shamsul told us not to bring an object with a sharp edge. Regarding my label exercise, he want my milk shape to look more splashy.
Mr. Shamsul told me to have a thicker paper to make the packaging more solid.
Week 4
No feedback this week.
Week 7
Mr. Shamsul told us not to bring an object with a sharp edge. Regarding my label exercise, he want my milk shape to look more splashy.
FURTHER READINGS
What is packaging design?
Packaging design is one of the key elements of a marketing strategy for a product as it is the visual face that will be promoted, recognised and sought out by the consumer.
Packaging design is one of the key elements of a marketing strategy for a product as it is the visual face that will be promoted, recognised and sought out by the consumer.
The ‘four Ps’
Packaging works within what is known as the marketing mix, a collection of activities to maximise product awareness and sales. The marketing mix comprises the ‘four Ps’: product, price, promotion and place. Some marketers also talk of a fifth ‘P’: packaging. Product is the combination of physical characteristics and service elements that will meet a customer’s needs. Price is how much people will pay for the product, hopefully one high enough to cover costs and generate profits; however, there are various pricing strategies depending upon
the overall goals of an organisation. Promotion is the effort made to raise awareness of a product or service through various activities, such as advertising and sales promotions. Finally, there is place, the location where
a product will be presented to the consumer, such as a supermarket or a boutique store. The fifth ‘P’, packaging, synthesises the previous four components into the
visual ‘face’ of a brand and brings together the physical characteristics of the product, its pricing strategy (that is, whether it is a premium or cheap product), how it will be promoted and where it will be sold.
Packaging design can thus be viewed in four different ways: as a means of protecting the product (which can form part of the product experience); as a contributor
to product cost; as a canvas on which to promote the product’s attributes and benefits; and as a dispensing
aid in the place of sale and for final consumption.
The ‘four Cs’
convenience, cost, communication and customer needs.
Packaging works within what is known as the marketing mix, a collection of activities to maximise product awareness and sales. The marketing mix comprises the ‘four Ps’: product, price, promotion and place. Some marketers also talk of a fifth ‘P’: packaging. Product is the combination of physical characteristics and service elements that will meet a customer’s needs. Price is how much people will pay for the product, hopefully one high enough to cover costs and generate profits; however, there are various pricing strategies depending upon
the overall goals of an organisation. Promotion is the effort made to raise awareness of a product or service through various activities, such as advertising and sales promotions. Finally, there is place, the location where
a product will be presented to the consumer, such as a supermarket or a boutique store. The fifth ‘P’, packaging, synthesises the previous four components into the
visual ‘face’ of a brand and brings together the physical characteristics of the product, its pricing strategy (that is, whether it is a premium or cheap product), how it will be promoted and where it will be sold.
Packaging design can thus be viewed in four different ways: as a means of protecting the product (which can form part of the product experience); as a contributor
to product cost; as a canvas on which to promote the product’s attributes and benefits; and as a dispensing
aid in the place of sale and for final consumption.
The ‘four Cs’
convenience, cost, communication and customer needs.
Some marketers now dismiss the ‘four Ps’ as being
out of date and instead favour use of the ‘four Cs’, developed by Professor Robert F Lauterborn, a pioneer of Integrated Marketing Communication, and advanced by marketing guru Philip Kotler. Under this scheme, place becomes convenience, price becomes cost to the user, promotion becomes communication or canvas, and product becomes customer needs and wants. This method reflects a more customer-oriented marketing philosophy that emphasises the need for marketing to be focused entirely on the consumer.
Using the Ps and Cs
Packaging design straddles many disciplines; at its core, it is concerned with aligning and unifying the various areas contained within the marketing mix. Use of both the four Ps and four Cs can place packaging design in a wider context; they may additionally be used as a series of questions or reference points that keep the design process focused on reflecting back the consumer’s wants and needs. Do I know who I am aiming the product and packaging design at? Do I understand the product and the target group? Is the design relevant to the target group I am aiming at?
out of date and instead favour use of the ‘four Cs’, developed by Professor Robert F Lauterborn, a pioneer of Integrated Marketing Communication, and advanced by marketing guru Philip Kotler. Under this scheme, place becomes convenience, price becomes cost to the user, promotion becomes communication or canvas, and product becomes customer needs and wants. This method reflects a more customer-oriented marketing philosophy that emphasises the need for marketing to be focused entirely on the consumer.
Using the Ps and Cs
Packaging design straddles many disciplines; at its core, it is concerned with aligning and unifying the various areas contained within the marketing mix. Use of both the four Ps and four Cs can place packaging design in a wider context; they may additionally be used as a series of questions or reference points that keep the design process focused on reflecting back the consumer’s wants and needs. Do I know who I am aiming the product and packaging design at? Do I understand the product and the target group? Is the design relevant to the target group I am aiming at?
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