Packaging & Merchandising Design // Project 1
23/08/21 - 20/09/21 (Week 6 - Week 7)
Caitlyn Aurelia Tjandra (0339381)/BDCM
Packaging & Merchandising Design
Project 1 - Promotional Packaging
Lecture Notes
Week 6 : Packaging Influence Purchasing Decision
1. Know your customer
- they make the ultimate decision
- customer profile
- swot analysis
2. form follows function
- item is prioritized
- remember what your product is
- not every product falls for unique design (practicality & ergonomic)
3. Simplicity Sells
- hot trends: minimalism
- simple & straightforward ( fewer elements, reduce patterns, minimal colors)
4. Think of the brand
- let customer know where the product is coming from
5. Test
- trial and error
- mockup several ideas
- have options
- opinion of others
Week 7 : Planograms
1. Visual Merchandising Tools
- Visual Merch plan
- Schematic drawing to maximise sales
- diagram or model
- Marketing tools encourage shoppers to buy
-supplier pay close attention as it affect sales
- well excecuted planogram key to making sales
2. Purpose
- Keep stores efficient
- maximise selling place
- create consistency
- determine inventory
3. Planning for planograms
- Knowing what they are and how they work
- Consider: design, color, material, size, overall appeal, how much your packaging shelf space
4. Product supplier
- show amount of space they want retailer to allocate
- diagram plays a role in inventory
5. Buying Habits
- effective planogram could influence customer buying decision
- increase customer to make unplanned purchase
- help organising overall look of the shelves
Instruction
Project 1
Happy Meal
Presentation
We were tasked with designing our own happy meal for this assignment. The happy meal should be interesting, appealing, and informative. Taking into consideration that the primary demographic is youngsters, the packaging should be attractive and entertaining. This is the complete display of my work compilation, and my comprehensive explanation will begin below.
Idea & Reference (Week 6)
My initial idea was to create a zoo-themed happy meal in which children could learn about a certain zoo animal and gain factual knowledge about it. I figured it would be wonderful and a fantastic approach to teach a young audience regarding living creatures in a fun environment. I considered making the chosen animal the front cover of the box, with the remainder of the box containing all of the required information about the animals and utilizing the animal's color as the main color of the box itself. This box has the potential for growth because McDonald's could potentially produce different zoo animals in which children may purchase a happy meal and not know which zoo animal they would receive. I considered utilizing two animals that I admired as a youngster, a tiger and a hippos, for my project.
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| Fig 1.0 Ref 1 |
For my second proposed idea, typical children's package would include a game. Maze, which was inspired by my favorite game as a child, which could be found in a cereal box. I considered adding this into a happy meal where the animal may require the children's assistance in reaching its habitat / food / happy meal. I also considered utilizing a circle-shaped maze instead of the conventional square-shaped maze to separate the box's rigid theme.
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| Fig 1.1 Ref 2 |
For the third idea, I was inspired by a national geographic book I read as a child which was alamanac and kids. They are book regarding animals and they contain factual information and scientific knowledge for children to actually gain information in a fun way. Their engaging bubble speech and color helps me continuously read their book which really helped in my subjects at school.
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| Fig 1.2 Ref 3 |
My final suggestion was to put an Easter egg for the kids to gather. It was an alphabet card with each animal represented, for example, A card would have an ant on it. This would be put on the box's corner or on a separate card discovered within the happy meal, from which children could collect all 25 alphabets. This animal alphabets might serve as an overall collection of zoo animal packing, then if the youngsters acquire a tiger, the alphabet they receive is T. I believe this would be a great approach to interest youngsters in purchasing happy meals and collecting the alphabets while also learning them. However, after receiving input from Ms Zettie, she stated that three concepts are sufficient, and therefore, this proposal was eliminated.
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| Fig 1.3 Ref 4 |
Sketches
Following my ideas, I created a little package design because Ms Zettie enabled us to build our own box for the happy meal. Initially, I intended to create a box that was simpler and less complex while yet retaining the characteristic M handle. The initial packaging was a basic square box with a tuck cover and a M handle peeking out in the center. Meanwhile, the second and third lids are more complex and experimental. The second has a half-circle cover, which may be a problem. The third would be identical to their burger packaging, indicating that this would not work.
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| Fig 1.4 Box Ideas |
Following the sketching, I created a design concept for the animal illustration, and layouts of the contents that would be placed on the box. I also considered integrating the classic McDonald's clown to complement their trademark happy meal. Meanwhile, after purchasing my own happy meal in person, I preferred the packaging and utilized the original package instead.
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| Fig 1.5 Box, Illustration and layout sketch |
Illustration (Week 7)
These are the final Illustration and layout of the box. I did two animals which was tiger and hippo.
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| Fig 1.6 Tiger Cover |
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| Fig 1.7 Tiger Funfact |
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| Fig 1.8 Tiger funfact 2 |
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| Fig 1.9 Tiger maze |
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| Fig 2.0 Hippo cover |
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| Fig 2.1 Hippo funfact |
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| Fig 2.2 Hippo funfact 2 |
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| Fig 2.3 Hippo Maze |
Dieline
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| Fig 2.5 Happy Meal Dieline |
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| Fig 2.6 Happy Meal Dieline w/ hippo design |
Mockups
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| Fig 2.7 Hippo box 1 |
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Fries
For the fries, I did a pattern of the baby zoo animals, which I thought would be adorable and it was an opportunity for children to seek for the right baby animal in the packaging.
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Feedback
Week 6
General feedback:
- When choosing the packaging for your case study, be extra mindful of all the points you need to study.
- Please relate back to the brief given and point out the pro & cons.
Specific feedback:
The lecturer prefers a physical packaging that we had at home. That way we could see and feel the packaging.
Week 7
Specific feedback:
I like your ideas. Maybe u can proceed with the 2 ideas (Fun facts and the game chart). If u have 3 things you want to put in one happy meal box, then that will be too heavy and cramp. Try to limit the contents as you have 4 sided of the boxes that u need to utilise.
1. fun fact can be spread in the 2 sided box
2. one side will be the maze game
3. and the front will be the signature design of happy meal box
Reflection
Experience
This experience was wonderful! I had a lot of fun creating our own happy meal packaging. This was a super nice project that really helped us understand how packaging works. Through this project, I could think critically about the arrangement and how to be aware of the packaging's space.
Observation
I've seen a wide range of package variances. There are a lot of interesting things that could be done in packaging, and I also see how we could play around with package forms to produce new designs. I also see how my classmates handle this happy meal in a different way than mine. Despite the fact that we have the same target audience and product, there are a multitude of possibilities that might develop from this.
Findings
This project is both enjoyable and challenging for me. Because this was our first time learning about packing, I was a little unsure about how the layout will look in the end. When designing this project, I find myself thinking in three dimensions, since we need to consider the construction surrounding the edges of the package to ensure that our design functions flawlessly.
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