Introduction And Case Study

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 Packaging and Merchandising Design Exercise 

25 September 2024

Reynard Wu / 0366763
Bachelor of Design (hons) in Creative Media
Exercise



EXERCISE 
The exercises are as follows:
  • A CASE STUDY EXPLORING EXISTING PACKAGING DESIGN
You are required to choose one existing packaging design. It can be any design of your choice. Study on the entire design, practicality, ergonomics, target audience and how the packaging carries the brand image. write a short report based on your observations and research.

  • BOX MAKING
You are required to choose 2 loose items. The size of the items should not be bigger than 300mm. You need to Design a box for each item. Consider purpose of packaging when designing the box.

Lectures :

What is packaging?

Packaging is the act of enclosing or protecting the product using a container to aid its distribution, identification, storage, promotion, and usage.

Timeline of Packaging

  • 1500 BC, Egypt : The earliest packaging includes containers made from natural materials like gourds, shells, and leaves.
  • 1000 BC, China: The Chinese invent paper, which later becomes a significant packaging material, especially for wrapping.
  • 1810, England:  Peter Durand invent tin plated cans for food storage
  • 1817, England: The first commercial cardboard was produced at that year
  • 1844, England:  Commercial bags were introduced into trade.
  • 1865, England: The can opener was invented to help open canned goods
  • 1866, USA: SMITH BROTHERS cough drops featured early branding on packaging 
  • 1867, USA: DR. Lyons used printed metal container to store tooth powder
  • 1916, USA: Coca cola introduced with it iconic bottle shape
  • 1937, Oklahoma: First shopping cart invented from folding chair
  • 1970, California: the recycle symbol were introduced  
  • 1973, Ohio: The first barcode appeared on Wrigley's gum
  • 1974, Kentucky: Stay on tab for cans was introduced by falls City Brewing Co.
  • 1980, Texas: Whole foods opened the first natural foods supermarket, influencing packaging in the organic sector
  • 2007, England:  after packaging choices, ai Gore raised awareness on global warning


Packaging as a Salesperson
  • Evolution : Packaging has evolved to fill consumer needs, to protect the product, make it look appealing to influence consumer buying decision.
  • Purpose : The purpose of packaging is to ensure the product inside is safe and make the the product eye catching for customer
  • Consumer Response: When the product demand is increasing the packaging becomes more convincing for the customer to purchase it

Key Functions of packaging 

  • Information Transmission: Provides the product detail like product usage, transport, recycling, or disposal details.
  •  Physical protection: Protecting the product from damages such as egg carton.
  • Transportation aid: deliver the products from manufacturer to consumer without any concern.
  • Communication: establishes brand identity, visually presenting the product .
  • Display: Showcase the product attractiveness to encourage sale.
  • Marketing: Play a significant role in encouraging new customers.

Mandatory packaging Information

- Brand logo
- Company Logo
- Manufacturer Details
- Address
- Net Content
- Benefits
- weight
- Ingredients
- Usage/dosage
- expiry date
- Barcode
- Halal logo (if applicable)


  1. CASE STUDY
STARBUCKS

Starbucks was founded in 1971 in Seattle, Washington, by three friends Jerry Baldwin, Zev Siegl, and Gordon Bowker who were inspired by their passion for high-quality coffee and tea. Initially, Starbucks was a single coffee bean store located in Seattle’s historic Pike Place Market, where it specialized in selling whole coffee beans, tea, and spices rather than brewed coffee. The name "Starbucks" was inspired by Moby-Dick, evoking the seafaring coffee trade.


Starbucks employee misspelling our name, some people assuming that the employees were too busy to spell our name letter by letter. And it might be because your name is rare or unusual causing it hard to spell. But there's been some speculation going around on the internet saying that this was a part of their marketing system, some source said that the employees admitted that they use it as part of marketing tool. There is no official evidence that Starbucks intentionally misspells names as part of a marketing strategy, but it could cause a social media buzz and generate interaction. The positive outcome of this situation are :

  • Becoming a Viral Content: People often post pictures of their misspelled names on social media, which generates free publicity for Starbucks. These posts are shared and commented on, giving the brand additional visibility in a humorous way.

  • Brand Memorability: The "name misspelling" phenomenon adds to the Starbucks experience and has become a kind of inside joke. It's something customers expect, and it may make their visits more memorable.  
  • Mouth to Mouth promotion:  Sharing funny or absurdly misspelled names with friends or on social media creates a personal story around the Starbucks brand. This creates organic conversations about the company.
In this case there is psychologic terms on why people tend to remember funny, or when someone misspell their names, it's because mistakes often violate our expectations of how things should go. When someone makes an error, especially in a situation where we expect competence or precision, it stands out because it disrupts the norm. Our brains are wired to notice deviations from expected patterns, which makes mistakes more memorable.













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