Packaging & Merchandising Design: Exercise 1 (Poor Packaging Design Review)

22/04/2025 – 06/05/2025 (Week 1 – Week 3)

Valerius Ethan Wirawan / 0372774

Publishing Design / Creative Media / School of Design

Packaging & Merchandising Design: Exercise 1 (Poor Packaging Design Review)

TABLE OF CONTENT

1. Lectures

2. Instructions

3. Process Work & Outcome

4. Feedback

5. Reflection

1. LECTURES

1.1. Lecture 1: Introduction of Packaging (06/10/2025)

1.2. Lecture 2: History of Packaging (W3)

1.1. Lecture 3: Packaging Materials & Type (W4)

2. INSTRUCTIONS

Fig. 2.1. Module Information Booklet (MIB)

3. PROCESS WORK & OUTCOME

3.1. Exercises 1: 4 Poor Packaging Sample

Task Brief

Select four widely available products—a box, bottle, can, and tube—that exhibit poor packaging design, and for each, provide a concise analysis identifying specific weaknesses related to functionality, aesthetics, sustainability, target audience, and branding; conduct market research to evaluate how well the packaging meets the needs and expectations of its intended consumers, and compare with competitor packaging to highlight industry trends and best practices that could inform meaningful improvements.

Beverage Plastic Bottle Packaging

Fig. 3.1. 3 Legs Cooling Water

Product Name: 3 Legs Cooling Water (Cap Kaki Tiga)

Packaging Purpose & Functionality:

Contains and protects liquid herbal medicine (200ml/500ml), ensures product integrity and freshness, prevents contamination, provides clear dosage instructions and Traditional Chinese Medicine (TCM) regulatory information, enables easy handling and storage, communicates traditional medicinal properties, meets Malaysian health authority standards (MAL registration), and facilitates both retail display and home consumption with tamper-evident sealing.

Packaging Weaknesses:

The traditional heritage-oriented design targets families that used TCM, but the design may not appeal to younger & western consumers market. Limited information on modern health concerns; the packaging does not prominently highlight attributes such as "sugar-free," "no artificial additives," or clear health disclaimers that appeal to health-focused consumers. The packaging lacks visible cues or educational graphics about how and when to use the product, which may pose challenges for first-time buyers unfamiliar with the concept of "cooling water." The current typeface is much too thin, making the text harder to read; a bolder line weight would greatly improve legibility.

Additionally, the use of red and white for the text “Digunakan secara tradisional untuk melegakan demam dan panas badan” results in poor contrast between the lettering and the background. Choosing a different color combination would enhance readability. Furthermore, the design format and composition that work well for large bottles do not translate effectively to smaller bottle sizes. It would be advisable to develop a separate layout specifically tailored for the smaller bottles to ensure the information remains clear and visually appealing.

Branding & Target Audience:

Targets traditional Chinese medicine users, health-conscious consumers seeking natural remedies for body "heatiness," Malaysian-Chinese families familiar with TCM practices, adults experiencing fever or internal heat, parents looking for natural cooling solutions for children (4-12 years), and Southeast Asian markets (Malaysia, Singapore) where traditional cooling waters are culturally accepted. The packaging appeals to consumers who value heritage brands, natural ingredients (Gypsum Fibrosum), and proven traditional remedies with modern packaging convenience.

Competitor Analysis:

Competition between Cool Rhino and 3 Legs Cooling Water is undeniable,

Similar TCM cooling water with modernized design, extra ingredient (Calcitum) marketed for improved cooling.

Fig. 3.2. Rhino Cool Packaging: Competitor of 3 Legs Cooling Water

Cool Rhino has better packaging visuals with more visual cues that attracts not only the elders, but also the younger generations. The 3 legs cooling water packaging should focusses on modern designs, additional information claims, and modern rebranding.

Coffee Grinder Cardboard Box Packaging

Fig. 3.3. Coffee Grinder Packaging (No Brand)

Product Name: Electric Coffee Grinder

Packaging Purpose & Functionality:

Protects delicate electronic components during shipping and storage, prevents moisture and dust infiltration, provides clear product specifications and operating instructions, ensures safe handling with secure foam inserts or molded compartments, displays brand identity and model information, includes regulatory compliance details (electrical safety certifications), facilitates retail display with attractive shelf presence, and enables easy unboxing experience for consumers with accessories organization (power cord, cleaning brush, instruction manual).

Packaging Weaknesses:

The oversized cardboard boxes often lack sustainability features and use excessive packaging materials that do not appeal to environmentally-conscious consumers. Limited protection against moisture and temperature fluctuations; many coffee grinder packages do not prominently feature advanced protective barriers that could prevent condensation damage to electronic components during storage or shipping. The most significant flaw in this packaging is the absence of a brand name. The packaging lacks visible demonstration or educational graphics about proper grinder maintenance, cleaning procedures, or troubleshooting common issues like static buildup and motor stalling, which may result in increased customer complaints and returns. The imagery shown does not accurately reflect the true colors of the product, which is why color selection checkboxes are included to indicate the available options more clearly.

Branding & Target Audience:

Targets coffee enthusiasts and home baristas seeking fresh-ground coffee, busy professionals who value convenience and time-saving appliances, households upgrading from manual to electric grinding methods, specialty coffee shops requiring reliable equipment, and tech-savvy consumers interested in precision grinding features. The packaging appeals to middle to upper-middle-class demographics (ages 25-55) who prioritize quality kitchen appliances, urban dwellers with modern kitchen aesthetics, and gift-buyers seeking practical appliances for coffee lovers during holidays or housewarming occasions.

Competitor Analysis:

Fig. 3.4. The Competitors of Coffee Grinder Packaging (No Brand)

Major competitor: Baratza Encore ESP, Niche Zero, etc.

The compact eco-friendly box with minimized waste, unlike the red white coffee bean packaging with excess styrofoam. Clear schematic diagrams for operation and cleaning, commitment to environmental causes (recyclable packaging), high brand reputation in coffee markets. But due to the branding, higher price point, may limit broader market access. The reduction of styrofoams made the accessory storage occasionally less organized.

The product should upgrade packaging to use recyclable cardboard, print concise cleaning guides, and highlight certifications to match these market leaders.

Can Food Packaging

Fig. 3.5. Peace Brand Vegetarian Pickled Mustard Green Packaging

Product Name: Peace Brand Vegetarian Pickled Mustard Green

Packaging Purpose & Functionality:

Contains and preserves pickled mustard greens in brine, typically in a vacuum-sealed plastic pouch or metal can (net. 200g). Protects against spoilage and maintains product freshness by preventing air and moisture ingress. Ensures leak-proof storage for liquid brine. Communicates product origin (vegetarian, meatless, suitable for various diets), nutrition facts, ingredients, date code, and safe handling/prep instructions. Compact size and lightweight for stacking or hanging display in retail stores. Allows for easy opening, pull-tab (can) and safe disposal after use.

Packaging Weaknesses:
Single-use metal cans is non-recyclable or rarely properly recycled, failing to appeal to eco-conscious buyers. Pictorial labeling is sometimes minimal, with unclear or non-English-only text limiting accessibility for non-Chinese readers. Pouch packaging can be messy when opened, sometimes requiring scissors, and may lack clear resealing features for unfinished contents, risking products to dry out or accidental spillage. Large branding visuals may overshadow vital information such as allergy/warning notices or vegetarian certifications. From a color perspective, the packaging does not

effectively apply color theory principles from the color wheel. Green, yellow, and red are analog colors, meaning they are adjacent and share similar characteristics rather than providing strong contrast. As a result, the text on the packaging lacks visibility and stands out less against the background, making it harder to read.

Branding & Target Audience:

Targets vegetarians, vegans, and those seeking convenient, ready-to-eat Asian condiments. Popular among Chinese, Southeast Asian, and diaspora communities. Appeals to busy families and students looking for affordable, shelf-stable flavor enhancers for rice or noodle meals. Peace Brand positions itself as traditional and reliable, leveraging simple, time-tested recipes, but may miss out on modern, health-oriented shoppers looking for reduced sodium, sustainable packaging, or premium “organic” options.

Competitor Analysis:

Fig. 3.6. Competitor of Peace Brand Vegetarian Pickled Mustard Green Packaging

There are some competitor of mustard green in the market. Mostly they used the similar type of packaging (can) for longer storage time purposes. The first packaging on the left choses a contrary method, to use a glass jar. Although it is fragile while transporting, but it offer customers to consume in several time rather all at once. Weaknesses: English translation often poor; instructions for cooking/methods can be vague, eco features rarely present.

These mustard green product can leverage clearer bilingual info (Chinese/English), larger icons for dietary flags, and consider pouch reseal innovations. Adding “natural/organic” or sustainable packaging messaging could capture health trends and boost appeal with modern buyers.

Plastic Tube Packaging

Fig. 3.7. Dr. Ed & Co. Toothpaste Packaging

Product Name: Dr. Ed & Co. Toothpaste

Packaging Purpose & Functionality:

Protects and displays a single small toothbrush, likely for hotel condiments use. The packaging prevents contamination before purchase, keeps the bristles protected from dust or damage, and presents product branding on a sealed plastic sleeve. The packaging inform about toothbrush type (soft/medium), intended age group, and use instructions.

Packaging Weaknesses:
Extremely small size means branding and mandatory product information (material, bristle type, usage instructions) are often printed in very small fonts, making them unreadable for many buyers, especially older users. Key details such as age suitability, brush softness, and manufacturer contact are nearly invisible or missing. The difficult-to-open plastic cap can frustrate users, especially children or seniors. The compact design restricts space for clear recycling instructions or multiple languages. Using black as the background color may reduce eye strain, but pairing it with white text can make reading more difficult—especially when the typeface is small. To improve readability and user experience across product sizes, the brand should consider creating distinct forms and compositions for each toothpaste size, rather than applying the same layout to all variants. Developing custom designs for different sizes would ensure that the information remains clear and visually effective on every package.

Branding & Target Audience:

Normally intended for hotel' service condiment or as “on-the-go” hygiene kits. Dr. Ed & Co. tries to highlight expertise and dental quality, but poor readability may undermine trust for health-conscious consumers who want to verify product benefits and instructions. Attractive for parents or frequent travelers seeking space-saving dental care, but risks being overlooked by adults seeking information-rich packaging. Not ideal for low-vision users. The brand could benefit from clearer visual cues (large symbols for age, softness, eco/recycling logos).

Competitor Analysis:

Bellow are the competitors in the single use/ travel toothbrush/toothpaste company.

Fig. 3.8. Competitors of Dr. Ed & Co. Toothpaste

Mostly other brands are better in terms of brightly labeled brand name, recyclable packaging, easily readable font; “mail-back” program for recycling used brushes, bolder branding with unique selling points, and wider distribution in health-centric markets.

To match competitors, Dr. Ed & Co. can improve font size, add visual eco icons, age guide symbols, and explore partnerships for recycling. Colorful, informative packaging lifts trust and value for health-savvy buyers.