Packaging and Merchandising Design / Exercises- Packaging Design Analysis

 22 / 09 / 2025 —  13 / 10 / 2025 (Week 01 — Week 04)
JING KEYAO  / 0370732
MER 60104 / Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Exercise / Case Study – Packaging Design Analysis 

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TABLE OF CONTENTS

INSTRUCTIONS

EXERCISES

FEEDBACK

REFLECTION

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INSTRUCTIONS

Module Information Booklet

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EXERCISES - Packaging Design Analysis

1. Xizhilang Fruit Jelly (Box/Pouch Type)

Fig 1.1 Xizhilang Fruit Jelly's Packaging Design

Existing Packaging Analysis

a. Functionality:

The pouch packaging is notoriously difficult to open. The tear notch is too small, and the seal is too thick, forcing users—especially children—to use scissors. The packaging often splashes when opened, creating hygiene concerns and frustration. Furthermore, it cannot be resealed once opened, leading to product waste.

b. Aesthetics:

The visual design feels outdated, with over-saturated colors, cluttered typography, and inconsistent hierarchy. The overall appearance lacks the freshness and modern simplicity that today’s snack consumers expect.

c. Sustainability:

Made from multi-layer plastic films (PE/PP), the packaging is not recyclable and contributes to unnecessary plastic waste. There are no visible signs of eco-friendly design or material consideration.

d. Branding:

While the brand is known for nostalgia, the packaging fails to evolve with time. It does not effectively communicate the “real fruit” concept through visuals such as transparency or natural imagery.

Market Research

The primary audience for this product includes children, teenagers, and family buyers who value convenience, hygiene, and visual appeal. However, the current design ignores these needs, resulting in a frustrating and outdated product experience.

Competitor Insights

Brands like QQ Jelly Sticks and Xu Fu Ji Jelly Cups use more user-friendly formats. Their designs include easy-tear seals, transparent materials, and modern color palettes that communicate freshness and playfulness.

Design Trend: The market is shifting toward simple visuals, recyclable materials, and ready-to-eat packaging that enhances both usability and sustainability.

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2. Traditional Tomato Ketchup Bottles (Bottle Type)

Fig 1.2 MAGGI Tomato Sauce's Packaging Design

Existing Packaging Analysis

a. Functionality:

The upright glass bottle design makes the ketchup difficult to dispense. Consumers often need to shake or hit the bottle, which feels messy and outdated. Without a controlled spout, the flow is unpredictable and unhygienic.

b. Aesthetics:

The label is crowded with text and graphics, lacking modern simplicity. The glass bottle design feels old-fashioned and doesn’t suit the contemporary kitchen aesthetic.

c. Sustainability:

Although glass is recyclable, it is heavy and costly to transport. There’s no lightweight or refillable option, which reduces its sustainability value.

d. Branding:

The classic bottle shape supports a sense of heritage but fails to align with the modern demand for convenience and efficiency. The design lacks emotional connection and usability cues.

Market Research

This product targets families, restaurants, and fast-food consumers who prioritize convenience and cleanliness. However, the traditional glass bottle conflicts with the current lifestyle trend of quick and effortless food preparation.

Competitor Insights

Brands like Heinz have successfully transitioned to inverted squeeze bottles with soft plastic materials and anti-leak valves. This design enables single-handed use and precise flow control.

Design Trend: The ketchup market favors user-friendly, lightweight, and controlled-dispense packaging that balances practicality with brand heritage.

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3. Standard Toothbrush Packaging (Blister Pack)

Fig 1.3 Lion Fine Teeth Charcoal Energy Toothbrush

Existing Packaging Analysis

a. Functionality:

Traditional toothbrushes are sealed in hard plastic blister packs that are nearly impossible to open without scissors. The thick plastic shell poses a safety risk and creates unnecessary waste. The oversized packaging also increases shipping volume and cost.

b. Aesthetics:

Most toothbrush packages look nearly identical, featuring excessive text, bright colors, and busy graphics. This lack of innovation results in poor shelf differentiation.

c. Sustainability:

Blister packs are usually made from mixed materials (plastic and paper backing), which are difficult to recycle. The design fails to align with growing consumer demand for eco-friendly solutions.

d. Branding:

Because of the homogeneous design across brands, the packaging does little to communicate unique brand values or design innovation. It prioritizes protection over user experience.

Market Research

The product targets mass consumers, including students, families, and hotels. Today’s buyers, however, increasingly value minimalist design, easy unboxing, and environmental responsibility.

Competitor Insights

Brands like Colgate and Humble Brush have introduced paper-based recyclable packaging that is both functional and sustainable. Some even feature small transparent windows to display the product while maintaining an eco-friendly image.

Design Trend: Modern toothbrush packaging emphasizes paper alternatives, minimalism, and user-friendly opening systems to reduce plastic waste and improve overall experience.

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4. Conventional Aluminum Drink Cans (Can Type)

Fig 1.4 Coca-Cola packaging

Existing Packaging Analysis

a. Functionality:

While easy to open, aluminum cans cannot be resealed once opened, leading to beverage waste. The exposed drinking area is also unhygienic due to dust or contamination during storage and transport.

b. Aesthetics:

Many energy drinks and soft beverages rely on overly aggressive visual design—excessive contrast, bold fonts, and saturated colors—which can appear cheap or tiring. The lack of visual differentiation weakens brand identity.

c. Sustainability:

Although aluminum is recyclable, its production requires high energy consumption. Furthermore, there’s little innovation in reusability—most cans remain single-use.

d. Branding:

The design language for many beverage brands has become formulaic: dark backgrounds, metallic finishes, and explosive graphics. This reduces individuality and cultural resonance, particularly for younger, design-conscious consumers.

Market Research

The target audience mainly includes young adults, students, and professionals who seek refreshment and convenience. However, their preferences are shifting toward aesthetically minimal, sustainable, and lifestyle-conscious products.

Competitor Insights

Brands like Red Bull maintain strong recognition through a consistent minimalist layout and color palette. Newer brands such as Taika are pioneering reclosable aluminum lids and artistic minimal design, combining functionality with sustainability.

Design Trend: The beverage market is moving toward reusable, resealable, and design-conscious aluminum packaging that aligns with eco-friendly lifestyles.

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FEEDBACK

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REFLECTION