PACKAGING & MERCHANDISING DESIGN - EXERCISE
However, not all products have successful packaging design. Some products may have poor usability, unattractive appearance, weak branding, or outdated styles. These issues may reduce the value of the product even if the product itself is good.
This report analyzes four different products: bottle, box, tube, and can packaging. Each product will be evaluated through product analysis, market research, and competitor analysis.
INSTRUCTIONS
- Functionality: The bottle is extremely small, making it difficult to hold comfortably. Users with larger hands may find it inconvenient to spray accurately. Because the cap is separate, it can easily be lost after opening. In addition, the spray head is tiny and may become blocked after repeated use.
- Aesthetics: The full black packaging gives a generic and low-cost appearance. There is little emotional connection or luxury feeling, which is important in perfume products. Typography is too small and difficult to read.
- Sustainability: The bottle is made mainly from plastic, it is less sustainable compared with glass refillable perfume bottles. Small plastic packages are often thrown away after use.
- Branding/Target Audience:There is no strong visual identity. Without clear logo hierarchy or elegant design language, users may not remember the brand.
Chanel perfume sample packaging usually keeps the same luxury identity as their full-size bottles. Even the sample version uses clean labels, elegant fonts, and neat proportions. The packaging immediately communicates premium quality.
2.Dior
Dior uses feminine and refined packaging design. Their mini perfume bottles often have transparent bodies, silver or gold accents, and soft elegant typography. This gives customers a strong emotional connection.Zara Perfume Travel Series
3.Zara
Zara uses affordable but modern packaging. Even lower-priced perfumes still look fashionable and Instagram-friendly.
Packaging Trends
- Minimalist premium design
- Transparent bottle material
- Refillable mini bottle
- Strong brand consistency
Compared with the selected black sample bottle, competitors look more luxurious, readable, memorable, and emotionally appealing.
Suggested Improvement
- Use transparent or frosted bottle material
- Add metallic cap finish
- Improve logo size and typography
- Introduce refillable mini format
2. Box – Beryl’s Chocolate Box
Product Analysis
- Functionality:The flap opening system is not smooth. After opening, the structure becomes weak and difficult to close neatly again. Internal arrangement may move during transportation.
- Aesthetics :The pink color gives a soft image, but the overall layout feels crowded. Too many text elements compete for attention. Product photography is small and does not strongly stimulate appetite.
- Sustainability:The box uses multiple layers of cardboard and inner tray materials, which may increase waste.
- Branding:Although the brand name appears clearly, it does not feel luxurious enough for chocolate gifting purposes.
Market Research
Competitor Analysis
1.Ferrero Rocher
Ferrero Rocher uses gold foil and transparent box windows. Consumers can directly see the chocolates inside. Gold color communicates luxury and gifting value.
2.Lindt
Lindt packaging is elegant and mature. It uses premium typography, dark colors, and clear flavor coding. Different chocolate percentages are easy to identify.
3.Godiva
Godiva focuses on premium gifting. Their box packaging often uses embossed textures, ribbon elements, and luxurious finishing.
Packaging Trends
- Window packaging
- Premium foil or matte finish
- Strong gifting presentation
- Clear flavor communication
Why Competitors Are Better ？
Compared with the selected chocolate box, competitors have stronger shelf presence, better premium value, easier flavor recognition, and better gift appeal.
Suggested Improvement
- Cleaner front layout
- Larger product image
- Better opening mechanism
- Premium matte or foil finish
Product Analysis
- Functionality ：The screw cap is small and easy to lose. Product remaining near the end is difficult to squeeze out. The tube becomes messy after repeated pressing.
- Aesthetics：The package looks clinical and medicinal. While trust is important, younger consumers may prefer more lifestyle-oriented beauty packaging.
- Sustainability：Single-use plastic tube creates waste and is difficult to recycle due to mixed materials.
- Branding：The product communicates function clearly but lacks emotional branding such as beauty, softness, or hydration lifestyle messaging.
Market Research
Lip care users include students, office workers, and women. Many customers now seek compact, hygienic, fashionable, and social-media-friendly packaging.
Competitor Analysis
1.Nivea
Nivea lip balm commonly uses twist-stick packaging, which is more hygienic and easier to apply directly.
2.Vaseline
Vaseline uses compact mini jars and trendy tube packaging. The graphics are clearer and more youthful.
3.Burt’s Bees
Burt’s Bees highlights natural ingredients through earthy colors and eco-friendly branding.
Packaging Trends
- Twist-stick format
- Pocket-size convenience
- Clean skincare appearance
- Eco-friendly messaging
Why Competitors Are Better ？
Compared with the selected lip gel tube, competitors offer better hygiene, easier usage, stronger beauty appeal, and more modern branding.
Suggested Improvement
- Replace screw cap with flip cap
- Use squeeze-control nozzle
- Refresh color palette
- Add recyclable materials
Product Analysis
- Functionality ：The tall slim can looks elegant but may fall more easily than standard cans. Grip comfort is average.
- Aesthetics ：White background creates a clean image, but shelf visibility is weak. Flavor fruit graphic is too small and does not immediately communicate lychee taste.
- Sustainability ：Aluminum can is recyclable, which is a strong advantage.
- Branding：The logo is modern but not instantly recognizable to first-time customers. Japanese text may create confusion for some buyers.
Market Research
Soft drink buyers are usually young consumers who make quick decisions. Bright colors, large flavor graphics, and bold logos often perform better in convenience stores and supermarkets.
Competitor Analysis
1.Coca-Cola
Coca-Cola has one of the strongest packaging identities in the world. Red color and white script logo can be recognized instantly from far away.
2.Fanta
Fanta focuses strongly on fruit flavor communication. Large fruit graphics and bright colors help customers identify flavors quickly.
3.Sprite
Sprite uses green freshness cues and dynamic design to communicate refreshing taste.
Packaging Trends
- Bold shelf impact
- Large flavor icons
- Recognizable brand logo
- Youthful energy design
Why Competitors Are Better?
Compared with the selected Vida can, competitors are easier to recognize, more visually exciting, stronger in flavor communication, and better for impulse purchase decisions.
Suggested Improvement
- Increase flavor image size
- Use stronger accent color
- Improve shelf visibility
- Clearer brand storytelling
Future packaging should combine convenience, attractive visuals, environmental responsibility, and strong brand identity. Good packaging is not only a container—it is a silent salesperson.
评论
发表评论