PACKAGING & MERCHANDISING DESIGN | PROJECT 2

08/05/19 - 14/06/19 | Week 6 - Week 11
Yeoh Xiao Shi (0331577)
Packaging & Merchandising Design
Project 2

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LECTURE

Lecture 9 : Packaging and Branding 
29/05/19 (Week 10 )

This week, one of the group has presented about the packaging and branding. Through the lecture, I'm able to understand and differentiate branding, branded house, and house of brands better.

Branding is the visible element of a brand. It is important as it helps the consumer to identify and distinguish the brand. On the contrary, a branded house is the most common form of brand strategy. It keeps the main brand name attached to every sub-brand. Hence, makes the brand recognizable and memorable. As for the house of brands, it is the complete opposite of the branded house. The sub-brands are featured or promoted rather than the company or corporate brand and this is much more complex. At this point, branding is said to important as it gains recognition and increases the perceived value. It is usually represented in packaging through logo, colors, typography, material, and shape.

Embedded PDF of week 10 lecture slides.

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INSTRUCTIONS

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PROJECT 2
Traditional Toy Packaging (Week 6 - Week 9)

Week 6 (08/05/19)

This week, Mr. Shamsul gave us a brief on our second project which is to design a packaging for any local or traditional toy of our choice. The packaging will be used to promote the product in the international market and act as an ambassador that can promote Malaysia as a multicultural country at the same time. Hence, the design of the packaging should be unique and has a high perceived value that is able to attract international audiences and consumers.

List of Malaysia traditional toys :

•   Congkak

•   Gasing 

•   Capteh

•   Batu Seremban

•   Mahjong

•   Wau

•   Sepak Raga/ Sepak Takraw

•   Chinses Yo-yo

•   Chinese Chess

After the class, I try to look for the traditional toys in my house and I found an old packaging of Chinese Chess. Therefore, I decided to use it as the toy for this project.

Fig.1.1: Chinese Chess.

Fig.1.2: Chinese Chess.

Week 7 (13/05/19)

For this week, I began to do some research about the toy as well as to browse through the visual references of packaging for inspiration. Then, I proceed to sketch out the idea of the possible packaging structure. 

Here are some images showing the progression below :

Fig.2.1: Visual references.

Fig.2.2: Visual references.

Fig.2.3: Visual references.

Fig.2.4: Visual references.

Fig.2.5: Sketches.

Fig.2.6: Sketches.

Week 8 (20/05/19)

There is no class this week due to the public holiday. Hence, I started to work on the dieline of the packaging structure chosen at home. Once I figured out the dieline, I also printed it out on an A4 paper and mock it up. Unfortunately, measurements of the base are not balanced since I didn't measure it so it can't be formed. But, I could still have an idea of how the packaging will look after playing around with the mockup.

Here are some images showing the progression below :

Fig.3.1: Process of illustrating the dieline. (not actual size)

Fig.3.2: Dieline of the lid. (not actual size)

Fig.3.3: Dieline of the base. (not actual size)

Fig.3.4: Try out the dieline. 

Week 9 (27/05/19)

In the previous week, I have tried out the dieline to see how the packaging looks like. But, it couldn't be formed due to the wrong measurement. While this week, I decided to note down the actual size and do a mockup based on it. For the first attempt, the size of the base is too small and it couldn't fit all the chess. Therefore, I try it again by making another attempt. Once the mockup is done and the measurement is finalized, I moved on to edit the dieline in Adobe Illustrator.

Here are some images showing the progression below :

Fig.4.1: Dieline sketches with measurement. 

Fig.4.2: Process of creating the mockup.

Fig.4.3: Process of creating the mockup.

Fig.4.4: Process of creating the mockup.

Fig.4.5: Outcome of the mockup. (first attempt)

Fig.4.6: Outcome of the mockup. (first attempt)

Fig.4.7: Outcome of the mockup. (second attempt)

Fig.4.8: Outcome of the mockup. (second attempt)

Fig.4.9: Outcome of the mockup. (second attempt)

Fig.4.10: Outcome of the mockup. (second attempt)

Fig.4.11: Process of editing the dieline in Adobe Illustrator.

Fig.4.13: Process of editing the dieline in Adobe Illustrator.

Fig.4.14: Dieline of the lid. (finalised)

Fig.4.15: Dieline of the base. (finalised)

Week 10 (03/06/19)
After finalizing the dieline, I continued to design the packaging this week. It was a bit hard for me to start at first as I'm confused with the requirements. Luckily, I managed to consult with Mr. Shamsul through online. He mentioned that Malaysia has different races and this is multicultural so I need to have the element that can represent it in my design.

To move on, I started to look for the motifs and patterns that can represent Malaysia culture and Chinese culture at the same time. It was challenging for me as I couldn't think of how to combine both cultures together. Hence, I decided to play around with the batik element and Chinese element to have a better idea of the design. Furthermore, I also try to come up with my own color palette. Since it is a Chinese traditional toy, the color will be mainly in red and gold as I want to show stronger Chinese identity here.

Here are some images showing the progression below :

Fig.5.1: Chinese element & pattern. 

Fig.5.2: Batik pattern.

Fig.5.3: Colour palette.

Fig.5.4: Process of experimenting the pattern.

Fig.5.5: Process of experimenting the pattern.

Fig.5.6: Lid design 1.

Fig.5.7: Lid design 2.

Fig.5.8: Lid design 3.

Fig.5.9: Lid design 4.

Fig.5.10: Base design 1.

Fig.5.11: Base design 2.

After a few explorations, I slowly get on the track. Then, I chose the design that I like the most and start to refine it. As for the color, I decided to tone down the gold color to make it looks more luxury. Moreover, I also designed a small instruction booklet and a paper chessboard to include in the packaging.

Fig.5.12: Colour palette. (updated)

Fig.5.13: Lid design. (front)

Fig.5.14: Lid design. (back)

Fig.5.15: Base design. (outside)

Fig.5.16: Base design. (inside)

Fig.5.17: Instruction booklet design. (front)

Fig.5.18: Instruction booklet design. (back)

Fig.5.19: Chess board design. 

Week 11 (10/06/19)
This week will be the submission week of the second project. Thus, I moved on to print, cut and assemble the packaging.

Here are some images showing the progression below :

Fig.6.1: Process of cutting & assembling.

Fig.6.2: Process of cutting & assembling.

Fig.6.3: Process of cutting & assembling.

Final Submission :

Dielines

Fig.6.4: Lid design. (final)

Fig.6.5: Lid design. (final)

Fig.6.6: Base design. (final)

Fig.6.7: Back design. (final)

Fig.6.8: Instruction booklet design. (final)

Fig.6.9: Instruction booklet design. (final)

Fig.6.10: Chess board design. (final)

Actual mockup

Fig.6.11: Lid design.

Fig.6.12: Base design.

Fig.6.13: Lid opened.

Fig.6.14: Lid opened.

Fig.6.15: Side view.

Fig.6.16: Side view.

Fig.6.17: Top view.

Fig.6.18: Side view.

Fig.6.19: Close-up of the lid. (back)

Fig.6.20: Lid opened.

Fig.6.21: Instructions booklet design.

Fig.6.22: Instructions booklet design.

Fig.6.23: Instructions booklet design.

Fig.6.24: Instructions booklet design.

Fig.6.25: Chess board design

Fig.6.26: Compilation of the packaging with chess board.

Fig.6.27: Compilation of the packaging with booklet and chess board.

Compilation in PDF file

Embedded PDF of the compilation of Chinese chess packaging. (final)

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FEEDBACK

Week 6
General Feedback : We were told to start finding the traditional toy and bring it to the next class.
Specific Feedback : No specific feedback as the brief was just given this week.

Week 7

General Feedback : We were told to write down the traditional toy of our choice in Google Classroom. Also, we were instructed to start doing the sketches of the packaging structure to be reviewed in the class. 

Specific Feedback : No specific feedback given for this project as I'm still working on Project 1.

Week 8
General Feedback : No general feedback given for this project due to public holiday.
Specific Feedback : No specific feedback given for this project due to public holiday.

Week 9
General Feedback : We were told to show the progress of the project to receive some feedback.
Specific Feedback : No specific feedback given for this project as I'm still on the progress of making the mockup.

Week 10
General Feedback : No general feedback this week since it was a public holiday.

Specific Feedback : Feedback was given through online as it was a public holiday. Mr.Shamsul mentioned that Malaysia has different races and this is multicultural, hence I need to have the element that can represent it in my design. 

Week 11
General Feedback : No general feedback given for this project.
Specific Feedback : Overall, the packaging looks okay. But, I was suggested to add a logo to the chess board if I have time to do it.

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REFLECTION

Experiences :

Week 6 : In this week's class, we were introduced to our second project in which we were required to come up with a packaging for any local or traditional toy of our choice. To start off, we were told to find the traditional toy that we want to use and bring it to the next class.

Week 7 : This week, I proceeded to do some research about the toy chosen and browse through the visual references to get some inspiration. Moving on from that, I started to do some sketches of the packaging structure. Meanwhile, I also try to think of the material I can use to construct the packaging.

Week 8 : Since it was a public holiday, I need to work remotely from home.  I started to figure out the structure of the packaging by working on the dieline. I also printed it out in an A4 for the mockup to see how the packaging looks in the end. Even though the packaging couldn't be formed due to the wrong measurement, I could still have an idea of how the packaging will be formed with the dieline drawn.

Week 9 : For this week, I continued to make the mockup but in actual size. To start off, I noted down the measurement on a paper and do the mockup based on it. I failed in the first attempt as the size of the base is too small and it couldn't fit in all the chess. Thus, I need to make another attempt on it by adjusting the measurement. 

Week 10 : Since I have completed the dieline, I moved on to design the packaging this week. It was challenging as I need to come up with a design that can represent Malaysia culture and Chinese culture at the same time. Therefore, I searched for some batik and Chinese patterns and try exploring with them. 

Week 11 : This week is the submission day of this project and I managed to complete it and submit on time.

Observations :

Week 6 : When looking through different traditional toys, I observed most of them are not packed with packaging. Hence, I think it would be fun to create one for it.

Week 7 : I noticed that most of the design of the Chinese chess packaging in the market nowadays looks outdated. Therefore, it is necessary to redesign and update the packaging. 

Week 8 : I realised the process of mockuping is important as I could test out the dieline to see whether it is work. Although it is not in the actual size, I can still somehow understand how the packaging will be formed. 

Week 9 : I observed that it is good to do the mockup for few times until I get the right measurement so that it won't be wrong when making the actual one. 

Week 10 : I noticed that I felt lost when designing the packaging as I did not know how to combine both Malaysia culture and Chinese culture. But, I knew that I want to remain the Chinese identity in the design since it is a Chinese traditional toy. 

Week 11 : I realised my progress for this project is a bit slow as the workload of all the modules is too heavy for me. Thus, I need to manage my time well in order to complete the project by time. 

Findings :

Week 6 : I found this project to be interesting as I could come up with a packaging that can reflect the Malaysia culture for the traditional toy. However, I'm a little uncertain about which traditional toy to use for this project. In the end, I decided to go with Chinese chess as I found one in my home. 

Week 7 : After looking through different Chinese chess packaging, I found that most of the packaging structure is lack of perceived value. So, I need to figure out one that can increase it. In addition, I found that the material used or the types of printing will definitely help to increase the perceived value. Hence, I might need to think about it at the production stage.

Week 8 : By looking at the dielie, I have no idea on how the packaging will be formed. Therefore, I found the process of mockuping is helpful for me to understand better. 

Week 9 : I found it is important to write down the measurement and test the dieline before proceeding to the production stage. 

Week 10 : I found that there are not many references for me to refer to since no one design the packaging of Chinese chess by comprising Malaysia culture yet. So, I need to play around with the elements that can reflect Malaysia and Chinese culture. 

Week 11 : I found that it is not easy to design the packaging when I need to incorporate Malaysia culture and Chinese culture in the design. Although the outcome looks okay, I think there is still room to improve on the design.

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FURTHER READING (WEEK 6-11)

Week 6

Packaging the Brand
By: Gavin Ambrose & Paul Harris

This book introduces the readers to the design and creation of packaging as it forms part of the product branding process. It aims to explore the many different ways by which brands come to be packaged and to consider the design processes that are undertaken to achieve this. From here, I have read about one of the approaches in creating branded packaging for a product to highlight its qualities, characteristics, and attributes.

It is said that creating packaging with strong appeal requires an understanding of branding, language, and color. Branding is often thought of as just a logo or catchy name that has been created for a product, but the concept of what constitutes a brand is actually much border than this. Branding is the whole process that surrounds the creation of a unique name and image for a product in the consumer's mind, which is presented through advertising campaigns and on packaging materials. The aim of branding is to establish a significant and differentiated position in the market for a product that attracts and retains customers from the target group. Meanwhile, language is used to communicate ideas with consumers. Usually, consumers will only spend mere seconds to look at a product on a shelf, hence communication has to be instant and easy to grasp. At this stage, language is perhaps the most important aspect to get right when developing a new brand as the written information on a package will project a tone of voice or attitude that must be consistent with the brand concept. Last but not least, color is an essential part of the branding and establishing the brand statement. It is important for the designers to take into account the colors used by competitors and whether the aim is to fit in or stand out. The effective use of color not only gain brand recognition but also associate and convey the messages of a product.


Week 7 

Article: 10 things the best innovative packaging designs have in common
By: Unknown.

This article has been shared by Mr. Shamsul and we were told to read it for further reading on ideas for the project. In the article, 10 qualities the best innovative packaging designs have in common were mentioned and explained.

• Connectivity: the packaging is able to serve as a bridge between the consumers and brands

• Premium materials: exceeding the consumer's expectations

• Meeting stringent sustainability targets

• Integrating the latest generation of eco-friendly packaging materials

• Designing packaging with e-commerce in mind

• Perfectly adjusting transit packaging to dimension weighting to avoid shipping charge corrections

• Customizing the packaging with individual consumers

• Designing retail-ready packaging with optimal in-store locations in mind

• Localizing brand packaging

• Adding anti-counterfeiting features

Week 8 - Week 9

Graphics and Packaging Production
By: Rob Thompson

In these two weeks, I decided to read about graphics production to have a better understanding of how the packaging being produced. This book is found to be informative as it explained the manufacturing processes that a designer needs to know and fully understand in detailed. 

Engraving 

All types of materials can be engraved with text and graphics including metal, plastic, wood, and stone. CNC engraving product high-quality results and are precise to 0.01mm. It can be used to engrave both 2D and 3D surfaces. The cutting speed is determined by the material and the engraving tool. It can be applied to signage, trophies, artwork, precise instruments and high-end packaging. 

Photo-etching

Also referred to as acid etching and wet etching is the process of surface removal by chemical dissolution. It has a similar appearance to abrasive blasting and laser etching. The surface of the metal is masked with a resist film and unprotected areas are chemically dissolved in a uniform manner. It can be used for applications like signage, control panels, nameplates, plaques, and trophies. It is also employed by jewelers and silversmiths for decorative effect.

Abrasive blasting

The process used to apply relief graphics on the surface of hard materials such as glass and metal. Abrasive blasting is a general term used to describe the process of surface removal by fine particles of sand, plastic and other abrasive materials. It is usually applied on the metal and glass include artwork, product logos, signage, and trophies.

Water Jet Cutting

It is used to cut through almost any sheet material, including soft foam, plastic, metal, and glass. It is versatile, precise and suitable for one-off and mass production. It is reasonably energy efficient and the water is continuously recycled. It could be applied to signage, trophies and exhibition pieces. 

Laser cutting

A CNC process used for applications that require a high quality and precise finish. By adjusting the laser power it is possible to cut, etch, engrave and mark a variety of materials including plastic, metal, wood, and leather. It is also known as edge glow, tinted plastics light up along the cut edge. Applications include signs and trophies, packaging, point of sale, models, and prototypes. 

Vinyl cutting

A process used to create graphics for a wide range of applications, including exhibitions, shop windows, and lorry sidings. Data is transferred directly from the computer to the cutter, which is essentially an x-y plotter with a sharp blade. It is used to create the signs of the shops, museums and galleries, banners, wall stickers, exhibition graphics, and vehicle graphics.

Letterpress

A versatile relief printing process that is used to print a range of materials like packaging labels, posters, and stationery. Ink is applied to the surface of the reversed, raised type. Then, the type is pressed onto the paper to reproduce the positive image known as the right reading. The printed and embossed surface has a distinctive crafted appearance. It is best suited to print one or two flat colors. Generally, the applications that produce under this production are relatively low volume. This includes books, posters, stationery, packaging labels, flyers, and invitations.

Screen Printing

Also known as silkscreen printing. This process is used to apply graphics and coatings onto a range of materials, including paper, glass, and plastic. It is employed to print flat and cylindrical parts for diverse applications such as packaging, artwork, stationery, and exhibition graphics.

Offset Lithography 

The most commercial printing technique for packaging, magazine, catalogs, newspapers, and books. It is a very rapid and low-cost method of reproducing high-quality images and text. A print is created as a result of the basic principle that oil and water do not mix.

Flexography 

Also known as flexo, is a printing technique that used to reproduce images and text onto a range of materials. Continuous improvements in the presses, plate-making, and ink technology have increased demand for flexography in many applications, including packaging labels, bags, cartons and color newspapers. 

Digital Printing

With this process, the digital files are outputted directly to the printer. It is inexpensive for low volumes because print plates are not required and there is little or no setup cost. The quality and speed vary according to whether it is laser or inkjet printing. Usually, this production will be used to produce books, labels, brochures, and stationery.

Week 10

Article: The Importance of the Dieline in Packaging Design
By: Kevin Smith

This article discusses the importance of the dieline in packaging design. Dieline is a fundamental part of packaging design and it is a must that a designer needs to understand this before starting a project. In the simplest terms, dielines are digital files of packaging templates that give designers all the information they need to create a finished product. It lay out the elements like package dimensions, sizing, scale, visual elements, placement of folds, creases, glue tabs and more to give designers a comprehensive view of how packaging will look after printing. 

To come up with nice packaging, accurate dielines are necessary from the very beginning of the project. First and foremost, we need to understand the goals of the packaging by knowing the concepts we want to go with. Next, we will need to include specific elements as mandated by law depending on the product. Then, solicit input from multiple teams. During the progress, we might need the input of additional experts, such as structure designers who can provide guidance on how stable and functional different packaging options may be. 

Week 11

Article: 7 Essential Principles for Packaging Design that Flies Off the Shelf
By: Stephen Murphy

Nowadays, the average modern supermarket holds a stock of different products and we need to stand out from all of them in this competitive market. Hence, this article has discussed the 7 key aspects that need to be considered and employed in order to make the product stand out and fly off the shelf.

01. Clarity and Brevity 

  •   make sure the packaging is crystal clear about what is inside 

  •   make sure the brand is clearly identified 

  •   clearly describe how what the product fo or how people should use them

02. Originality 

  •   appearing different than others

  •   if the others use photography, consider using graphics

  •   if the others are focused on a contemporary look, choose to go retro

  •   zig when others zag

03. Credibility 

  •   make sure the image on the packaging matches what's inside

04. Shelf Context 

  •   do digital renders of how the product will look on the shelf, in context

  •   would be better if have a group of samples made up and test them in a real setting

05. Extendibility 

  •  make sure to create a systematic design where visuals or text can easily be swapped when scaling, whilst retaining and supporting the original brand

06. Functionality 

  •   makes the product more convenient for the consumer will help the product to stand out

  •   for example, glass mayo bottles being replaced with upside-down plastic squeezable versions

07. POS support 

  •  great packaging should certainly stand on its own merits, but it never hurts to get a little help

  •  setting up point of sale will be a great way of bringing the attention of the consumer to the brand especially if the product is new launch or a radical rebrand

Week 12

Article: Going Green with Minimalist Packaging Design
By: Mark Velarga

The terms 'sustainable' and 'green' are not new when it comes to packaging. In fact, over the last 10 years, the entire supply chain has been demanding for sustainable and green packaging with minimalist packaging design. 

To achive minimal packaging, type of material is one of the elements that need to be thought of. Some examples of the material that is best for minimal packaging were also shown in the article and this includes paper, kraft paper and SBS (Solide Bleached Sulfate) paperboards. Paper is the largest material type in the packaging market. It is not only cheaper but also more sustastainanle comapred with molded plastic. In addition, it causes little to no damage to the environment and can be reused and repurposed. On the contrary, kraft paper is produced from 100% virgin fiber paper during the kraft process. It is renewable, biodegradable, recyclable and compostable. Lastly, SBS paper boards are produced from bleached virgin wood pulp and normally contain mineral or synthetic pigment as a coating. It is perfectly white inside and out, making it an excellent packaging material. Also, it can be cut, creased, hot foil stamped and embossed.

Minimalism in packaging means pairing down packaging materials and also pairing down the visual aspects of the design. Minimalist designs could prevent consumers from being distracted from the central focus of the packaging and convey a highly targeted brand message in an instantly understandable way. It could also drive the consumers to reuse and recylcle the product packaging rather than throwing them away. 

Moreover, the goal of minimalist packaging is to save raw materials and eliminate waste without compromising the durability or funcationality of the packaging. Thus, packaging structure also needs to be considered. The packaging should be able to perform its duty of protecting the products and conveying the message of the brand. Regardless of the structure chosen for the packaging, the key is to keep dimensions as minimal as possible to save materials. The common minimalist packaging strcutures include tuck and boxes, mailer boxes and pillow boxes. 

Lastly, minimalist coating options. Apart from increasing the packaging's asthetic and haptic appeal, a coating is done to make the packaging dirt resistant. It ensures that the packaging is able to withstand frequent touching and handling. However, it is recommended to not use any type of coating when producing sustainble packaging as to limit chemicals on the material as much as possible. If it is absolutely necessary to coat on the packaging, AQ coating is considered to be the most environmental-friendly coating amongst the others.  It is not only affordable but it is completely water-based.