Packaging and Merchandising Design Exercises 1 - Packaging Design Analysis
20th April 2026 (Week 1) - 4th May 2026 (Week 3)
Insha Thahirah Rajab - 0360671
Design Principles - Section 02
Bachelor's Degree in Creative Media (Honors) - Taylors University
Exercise 1 - Packaging Design Analysis
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CONTENTS
Exercises
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LECTURES
Week 2
What Is Packaging?
Figure 1.0 What is Packaging (PDF), Week 2(27/04/2026)
During week 2, we learnt the basics of packaging and its purposes: Physical Protection, Identification, Marketing, Transportation, Differentiation, and Communication. We brushed on the history of packaging, and its origins, as well as the evolution. Finally, we looked at the information provided on packaging, and how it can be used to communicate a message.
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INSTRUCTIONS
Figure 1.0 Module Information Booklet (PDF)
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EXERCISES
Exercise 1 - Packaging Design Analysis
Duration: 2 weeks
Overview: Choose FOUR (4) products (box, bottle, can, and tube) in the market that you believe have poor packaging design. Ensure the product is readily available for purchase.
Product Analysis:
Conduct a thorough analysis of the existing packaging design. Identify the specific shortcomings and challenges in the current packaging. Consider factors such as functionality, aesthetics, sustainability, target audience, and branding when evaluating a product.
Market Research:
Investigate the target market for each product and assess how the current packaging aligns with the expectations and preferences of the target audience.
Competitor Analysis:
Research and analyze the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product/packaging category.
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WEEK 1
Sir went through and explained the MIB, looked at some past pupil's
examples for their final packaging submission, and finally got briefed on
Exercise 1: Packaging Design Analysis. We were told to find 4
products with poor packaging, and bring to class to conduct analysis. For
project 1, a label design had to be created. Projects 2 & 3 were group
works, and we were informed to start grouping as early as possible. For
our final packaging product, we had to choose between Wireless Headphones,
Toiletries set, and an Oriental Takeaway food box for two. But for this
week, we had to start on exercise 1, which was to find 4 badly designed
packaging, bring to class, and conduct a thorough analysis.
After class, I decided to get a head start and find 4 products I felt fit
the description:
WEEK 2
We went through the lecture slides, and began to understand what packaging is, its function and purpose. Afterwards, each of us showed Mr Shamsul our badly packaged choices, and explained our reasoning for approval to work on. We were then advised to start finalizing our groups, and finish up our packaging analysis by next week.
PRODUCT 1 - CHINA GREEN TEA
Figure 1.1 China Green Tea Packaging, Week 1 (25/04/2026)
Chine Green Tea is a green tea product available at Jaya Grocer to
sale for retail. A 100g box (shown above) is sold for 7.50 RM at the
tea and confectionary aisle.
Product Analysis
Figure 1.2 China Green Tea Packaging(Back), Week 1 (25/04/2026)
Figure 1.3 China Green Tea Packaging(Side 1), Week 1 (25/04/2026)
Figure 1.4 China Green Tea Packaging(Side 2), Week 1 (25/04/2026)
Figure 1.5 China Green Tea Packaging(Top), Week 1 (25/04/2026)
Figure 1.6 China Green Tea Packaging(Bottom), Week 1 (25/04/2026)
After taking an look at each face of the product, including the front,
we can immediately notice inconsistencies on orientation. The front
and the back sides (with translations) include vertical and horizontal
layouts for no specific reason. The same pattern is followed for the
sides, with information being displayed in the same manner. The use of
multiple fonts are distracting, and the colours used clash with one
another. The brand name is in the corner and is forgettable and
unnoticeable. The background, which seems to be a faded design of
mountains against a flat green, gets lost in the orientation, and in
the English version cannot be interpretated as such. The main in front
features an image of a brown teapot and cup, the design of which is
boring and flat and not a strong visual to be used. Certain black
lettering, such as production address details etc, are unreadable due
to the colour choices of black text against a muted dull green
textured background. The box feels easily discarded and disposable,
with no usable design for the tea leaves to be stored in.
Market Research
For this product, the core target audience includes traditional
cultural consumers who value good health and authenticity of the
product. These can primarily be middle aged daily-use consumers who
may also value affordability. Reflecting on the product's packaging,
we can see certain elements align with these goals, however could be
stronger. The packaging feels a bit cheap and inauthentic. When it
comes to green tea, although this product can position themselves as a
value-for-money option, it needs to still feel like quality tea, which
does not deliver. The muted, earthy colours, brown and green, can
convey the message of heritage and culture, however clashes with their
store-bought faced paced positioning. When a product as such is being
sold to daily consumers, it needs to communicate the message stronger
and value self impact. With minimal text, images or signals, many
consumers, especially those looking for a reliable source, will not be
attracted. Origin labels can be clearer and more traditional elements
can be conveyed in this packaging rather than a muted mountain design
and teapot.
Competitor Analysis
Figure 1.7, Competitor Brand (Xihu Longjing (Dragon Well))'s Packaging Design, Week 1 (25/04/2026)
Dragon Well, a strong competitor brand in the green tea market includes very well designed packaging and communicates their message well to their target market. First off, quality seal and clear messaging is included to ensure the authenticity of the tea quality. The packaging includes a clear, well composed image which again enforces the idea of quality tea. In addition, the colours used are bright, attractive, and relate to the market. The brand name is clear and in center, making repeated purchases more likely.The product is in a tin box, which is perfect for storage and daily-use, as consumers can easily take the tea leaves in and out of the packaging. This also considers its shelf life and placement.
Figure 1.7, Competitor Brand (Xihu Longjing (Dragon Well))'s Packaging Design, Week 1 (25/04/2026)
Dragon Well, a strong competitor brand in the green tea market includes very well designed packaging and communicates their message well to their target market. First off, quality seal and clear messaging is included to ensure the authenticity of the tea quality. The packaging includes a clear, well composed image which again enforces the idea of quality tea. In addition, the colours used are bright, attractive, and relate to the market. The brand name is clear and in center, making repeated purchases more likely.
The product is in a tin box, which is perfect for storage and daily-use, as consumers can easily take the tea leaves in and out of the packaging. This also considers its shelf life and placement.
PRODUCT 2 - JOY PO IN-AND-OUT TOILET SPRAY
Figure 1.1 Joy Poo Toilet Spray
Packaging, Week 1 (25/04/2026) Joy Poo Toilet Spray is sold at Jaya Grocer for 19.90RM (60ml) as shown above and includes 4 scents. Each include the same design, but different in colour and fragrance.
Figure 1.1 Joy Poo Toilet Spray
Packaging, Week 1 (25/04/2026)
Joy Poo Toilet Spray is sold at Jaya Grocer for 19.90RM (60ml) as shown above and includes 4 scents. Each include the same design, but different in colour and fragrance.
Product Analysis
Figure 1.3 Joy Poo Packaging(Side
1), Week 2 (03/05/2026)
Joy Poo can be looked as a poorly designed toilet spray, specifically made to cover-up bad odors and smells. On the front, a poor choice of font is used, for both the information, as well as the brand name. It may be slightly hard to read the scent, "Lovely Buddy", as well as having it blend into the background. The visual choices, colours, and choice of words all feel outdated. When looking at the back, the layout is even less organized, the visual used being one large toilet seat with text inside. This is unappealing and doesn't fit the aesthetic, and in addition, the text does not fit within the boundaries of the image. This makes it very hard to read as words overlap with the design, and customers may be critical of this design choice, as the visual may come off unappealing. All in all, this design has a weak visual presentation, and does not reflect the correct perception of a toilet spray.
Figure 1.3 Joy Poo Packaging(Side
1), Week 2 (03/05/2026)
Joy Poo can be looked as a poorly designed toilet spray, specifically made to cover-up bad odors and smells. On the front, a poor choice of font is used, for both the information, as well as the brand name. It may be slightly hard to read the scent, "Lovely Buddy", as well as having it blend into the background. The visual choices, colours, and choice of words all feel outdated. When looking at the back, the layout is even less organized, the visual used being one large toilet seat with text inside. This is unappealing and doesn't fit the aesthetic, and in addition, the text does not fit within the boundaries of the image. This makes it very hard to read as words overlap with the design, and customers may be critical of this design choice, as the visual may come off unappealing. All in all, this design has a weak visual presentation, and does not reflect the correct perception of a toilet spray.
Market Research
The target market using this product would be daily consumers, who are interested in hygiene and aesthetics, ranging from older adults to younger consumers. The market is large, and so the design would have to fit the needs of most individuals. Joy Poo does a good job of communicating its purpose, a "poo" spray, with important information displayed on front, its weightage, its scent. However, when it comes to attractive packaging to gain the interest of this market, Joy Poo does not deliver. The visuals, colours, and fonts do not reflect that of a scented brand. There are no fun visual elements that make the brand stand out. Those who are using Joy Poo are those who believe air freshener isn't enough, and wish to elevate their lives, and from the price can assume this is less of a necessity and more of a consumer good. In order to make their product match their placement, their design needs to feel more put together. For first time users, no clear directions are shown due to the clashing of text and image, and the font remains unreadable. Many users will feel entitled to put the product back down.
The target market using this product would be daily consumers, who are interested in hygiene and aesthetics, ranging from older adults to younger consumers. The market is large, and so the design would have to fit the needs of most individuals. Joy Poo does a good job of communicating its purpose, a "poo" spray, with important information displayed on front, its weightage, its scent. However, when it comes to attractive packaging to gain the interest of this market, Joy Poo does not deliver. The visuals, colours, and fonts do not reflect that of a scented brand. There are no fun visual elements that make the brand stand out. Those who are using Joy Poo are those who believe air freshener isn't enough, and wish to elevate their lives, and from the price can assume this is less of a necessity and more of a consumer good. In order to make their product match their placement, their design needs to feel more put together. For first time users, no clear directions are shown due to the clashing of text and image, and the font remains unreadable. Many users will feel entitled to put the product back down.
Competitor Analysis
Figure 1.7, Competitor Brand (Poo-Pourri's Toilet Spray Packaging Design, Week 1 (03/05/2026)
Poo-Pourri, a competitor toilet spray brand, keeps their design refreshing and elegant. They use a minimum of 2-3 fonts which are organized and easy to read. They adopt a more stylistic approach to match their target demographic, and the visuals used are strong and feel well-thought out and artistically superior to Joy Poo. The package size is travel-friendly and interesting to use, the use of colour makes the text and the lid stand out, and the scent names are a direct link to the ingredients used, which consumers would appreciate when using a n air freshener spray. The branding is strong and noticable, and the detailed design would catch viewer's eyes but not distract too much from the centered text. The Instructions, Usage, Ingredients are clearly stated with little to no distractions.
Figure 1.7, Competitor Brand (Poo-Pourri's Toilet Spray Packaging Design, Week 1 (03/05/2026)
Poo-Pourri, a competitor toilet spray brand, keeps their design refreshing and elegant. They use a minimum of 2-3 fonts which are organized and easy to read. They adopt a more stylistic approach to match their target demographic, and the visuals used are strong and feel well-thought out and artistically superior to Joy Poo. The package size is travel-friendly and interesting to use, the use of colour makes the text and the lid stand out, and the scent names are a direct link to the ingredients used, which consumers would appreciate when using a n air freshener spray. The branding is strong and noticable, and the detailed design would catch viewer's eyes but not distract too much from the centered text. The Instructions, Usage, Ingredients are clearly stated with little to no distractions.
PRODUCT 3 - V8 ORIGINAL 100% VEGETABE JUICE
Figure 1.8 V8 Original Vegetable Juice
Packaging, Week 1 (25/04/2026)
V8 Original 100% Vegetable Juice is sold at Jaya Grocer for 7.90 RM (163ml). This product is at the canned drinks sectioned, available for retail.
Product Analysis
Figure 1.9 V8 Original Vegetable Juice Packaging (Side
1), Week 1 (25/04/2026)
Figure 2.0 V8 Original Vegetable Juice Packaging (Side
2), Week 1 (25/04/2026)
Figure 2.0 V8 Original Vegetable Juice Packaging
(Bottom), Week 1 (25/04/2026)
After taking a good look at the product packaging from
each angle, the poorly design choices are obvious. Bright
colours and poor font choices make the brand feel weak.
The use of multiple fonts feel distracting and serve no
purpose. When looking to the sides of the can, the
information is hardly readable, with the text sporting a
light silver hue which is placed against a light green
background. What makes the text more difficult to read is
the reflective nature of the text style, making the text
shine under lighting. The bottom of the can includes an
expiry date printed twice which feels unnecessary.
Additionally, the sizing of the package feels Inadequate and not a standardized size. Consumers may feel as though they are not getting enough,
and therefore not worth the price. The use of a can is a stylistic choice, but the message
can easily be lost when placed in this packaging rather
than a juice bottle/ box style. Overall, choosing a canned design with these chosen colours,
graphics, and serving size, consumers may also have the
impression that this is canned vegetables, or a sauce used
in cooking, rather than a drink.
Market Research
This product is targeted towards individuals who are
looking for healthier lifestyles within a budget. It
presents itself in a can format, to give the feeling
of an energy drink, or something that is enjoyable,
but stull healthy. The use of fresh colours,
vegetables, and the inclusion of "no added sugar" text
on the bottom, are on par with its customers, however
with poor execution, focuses more on the health and
vegetables, rather than appetizing canned drink. For
this particular market, nutrition information and
serving size would be key, many of these consumers
will refer to the back (or front) for this
information. Using an unreadable font, in a colour
that in reflective and blends into the background
means poor reading contrast, so many won't be
satisfied trying to read this. The design, as stated
before, does feel misleading, and may attract the
wrong market. Those looking for cooking options
instead of drinking options may be more interested in
this product, based on its design.
Competitor Analysis
Figure 1.7, Competitor Brand (Yeo's Wintermelon Tea Can)'s Packaging Design, Week 2 (03/05/2026)
Figure 1.7, Competitor Brand (Yeo's Wintermelon Tea Can)'s Packaging Design, Week 2 (03/05/2026)
A competitor brand, such as Yeo, includes a much more
appealing canned packaging design for their wintermelon
flavored tea. This can attract a similar market, with
their graphics and use of colour, the drink feels
healthy and refreshing. The fonts and branding is clear,
with a distinct graphic of the melon used (main
ingredient) on the center of the can. It is clear,
readable, and the colours and fonts do not clash with
one another. The information is neatly divided, and
includes certification stamps for legibility, making the
source feel trusted and authentically fresh. The product
feels like a refreshing drink, rather than a sauce or
canned ingredient for cooking.
PRODUCT 4 - COUNTERPAIN: MUSCLE ACHE BALM
Figure 2.1 Counterpain Packaging, Week 1 (25/04/2026)
Counterpain Analgesic Muscle Balm (refer image above), is
sold at Caring Pharmacy for 24RM (120g). It is originally
manufactured in Indonesia.
Product Analysis
Figure 2.1 Counterpain Packaging
(Back), Week 1 (25/04/2026)
At first glance, what stands out is the unnecessary grid
background, which makes text feel aligned and distracting.
The use of multiple fonts and styles can make visual
hierarchy blurred and unclear. The image used is poor, and
of bad quality. This does not compete strongly with other
brands visually, as there is no use of colour or attraction.
However, when designing such a product, it is important to
include the specific pain the balm is addressing, rather
than in little letters on the bottom. When turned to the
back, the orientation of the text changes, from a horizontal
to a vertical display. The lines are not aligned in a
readable manner, making the text unappealing to the eye. The
brand name isn't strongly shown, as well as any form of
visual cues or colours, and therefore the brand feels flat
and boring. The health benefits as well as usage isn't as
clearly divided into sections of information that consumers
may value, rather, is just written directly as is, which
makes the product feel untrustworthy.
Market Research
The target market of this product includes those with
muscle pain faces aches and pains. These can include those
in fitness related areas, working adults with body pain,
and elderly consumers. The design feels specific to the
last two, keeping text and font sizes large and the design
straightforward. There is no emotional or visual appeal to
communicate the message of relief, and the lack of colour
makes it easy to miss on the shelf. This may conform it
strictly to an older market, and repel younger consumers.
To those who need a trusted brand for their muscle aches,
no clear medical approval stamp is shown, or clear
ingredients displayed. The poor layout makes the product
appear counterfeit.
Competitor Analysis
Figure 1.7, Competitor Brand (Tiger Muscle Rub)'s Packaging Design, Week 2 (03/05/2026)
Tiger Muscle Rub is a well designed competitor who uses colours and clear fonts to communicate their message strongly to viewers. First off, the "Muscle Rub" is clear and easy to read, front and bold for consumers to understand the purpose of the product. The use of the complimentary colours blue and orange make the product visually interesting and eye-catching. Instructions are clearly labelled and divided into clear sections, the typography isn't crowded with different fonts. This product targets a larger consumer base, with older uses, as well as youth, and fitness-based individuals being attracted by this packaging. The visual used is strong, and showcases the product benefit: movement, and repair. The bold typography and colour choice makes the brand strong and trustworthy to use, as well as keeping the orientation and font size readable and accessible to all.
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FEEDBACK
Week 1
Specific Feedback: Try to figure out your groupings, I
can pair you with a student for easier workflow.
General Feedback: For Project 1, we will be working
with Mr Kombucha, helping them redesign their label. You can pick
from a variety of flavors. Look through your senior's packaging
design, make sure your final has intention. Use the taylors 3-D
printing and laser cutting studio. For your final, which you will
work in groups, try to mix around, and pick your chosen product.
Specific Feedback: Try to figure out your groupings, I can pair you with a student for easier workflow.
General Feedback: For Project 1, we will be working with Mr Kombucha, helping them redesign their label. You can pick from a variety of flavors. Look through your senior's packaging design, make sure your final has intention. Use the taylors 3-D printing and laser cutting studio. For your final, which you will work in groups, try to mix around, and pick your chosen product.
Week 2
Specific Feedback: Your products chosen are good and all approved.
General Feedback: Guys make sure to group up for your
next task. Also come to me for approval on your packaging analysis
and make sure to explain to me why you chose this.
Specific Feedback: Your products chosen are good and all approved.
General Feedback: Guys make sure to group up for your next task. Also come to me for approval on your packaging analysis and make sure to explain to me why you chose this.
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REFLECTION
Experience: Exercise 1 was fun, introspective, and helped me understand the basics of packaging and how to amplify a message and branding to audiences. Classes were easygoing but educational, I understood the purpose of packaging and what makes a design functional and aesthetic.
Observations: Many observations were made during this exercise, mainly the observation of badly designed packaging, and identifying key issues, as well as relating it to a target market. By comparing good and bad design, we are able to conclude what makes a good package for a specific product. Identifying each product's form: box, bottle, can, and tube, we can note how each packaging varies and what features are included in each.
Findings: Through research, I understood what each demographic of each market, and what they are looking for in a packaged product. I learnt the difference between strong and weak branding, and how this can be implemented in their design, as well as their entire concept/ messaging to the consumer. I researched competitor brands and identified factors which made them stronger to other brands, and how weaker brands can implement these strategies.
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