Packaging & Merchandising Design / Project 1: Promotional Packaging

28.09.2022 - 26.10.2022 (Week 05 - Week 09)

Adeline Wong Chyn Nee / 0344017 / Mr. Shasmsul & Ms. April

Packaging & Merchandising Design

Project 1 / Promotional Packaging

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LECTURES

Week 07 Lectures: Introduction

Notes

This week, we were introduced to the shelf display of packaging. When designing packaging, we need to think about how to carry and display it as it is the main purpose of our designs. While consumers walk down the store, the shelf display is what piques their interest in a short amount of time. So the whole point of it is to allow the product to stand out from the crowd

A. Point-Of-Purchase

Suppliers use a point-of-purchase display – referred to as a P.O.P. to attract the audience, draws them in close, and make a sale. That includes a myriad of printed advertising display items that can help your product to stand out from the crowd.

The creation of P.O.P. must take into account these additional factors:

- The P.O.P display should complement the current advertising campaign for the product.

- It must be designed to show the package in its best light.

B. Shelf Talker

Fig. 1.1 & 1.2 Play-Doh & Neutrogena shelf talker

Shelf Talkers are minor signs that attach to a retail shelf ledge. They are most commonly utilized with data strips but can be implemented without them.

Shelf Talkers are an effective way to attract and communicate with customers in-store as they are wandering department aisles.

C. Wobbler

Fig. 1.3 & 1.4 Peloton & Chobani wobblers

Wobblers are tags that are stuck to shelves, or other surfaces, to stand out to grab customer attention. Also called shelf talkers or product talkers, these branded tags talk for themselves – they point customers to your product, giving you an edge over competitors on the same shelf.

D. High-Back Countertop

Fig. 1.5 Elmex high-back countertop

Seen frequently in Mr.DIY, they are typically placed on the counter to attract consumers right before they pay for their shopping.

E. Tall-Back Floor-Standing a.k.a ‘Floor Standee’

Fig. 1.6 & 1.7 Quip and Beatific floor standees

A floor standee is used to attract the brand’s product, making them stand out from the rest. They can be made into various types of concepts. We need to show Kawanku how are we going to display the product (Tall-Back Floor-Standing)

F. Window Displays

Fig. 1.8 & 1.9 MarieBelle and Hermes window displays

Window display induces persons to enter the shop. It arouses the interest of passers-by and kindles a desire to buy the product on display. They too act as a selling point. Timeliness of display of goods is important. Products that are bought more during a particular season should be kept on a window display.

G. Floor Sticker

Fig. 1.10 & 1.11 Sunbites and Fox's floor sticker

The floor is an advertising space this is rarely used. As a result, floor stickers are very effective. They are perfect for reinforcing existing advertising as well as complimenting Point Sale. They are also great space savers, ideal for supermarket aisles, shopping centers, retail stores, or staircase landings.

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INTRODUCTION

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Project 1 / Promotional Packaging

Week 05- Week 09

20% - Individual

For our project 1, we are tasked to create our own promotional packaging for a McDonald's Happy Meal. The concept is that the content has to be educational. This is my take on it.

Project Brief:

"Happy Meal" is a kids' meal usually sold at the American fast food restaurant chain McDonald's since June 1979. A small toy is included with the food, both of which are typically contained in a red cardboard box with a yellow smiley face and the McDonald's logo. The packaging and toy are frequently part of a marketing tie-in to an existing television series, film, or toy line. There have been many variations of the happy meal box design throughout its inception. The main purpose of the packaging is to make kids smile.

A. Progress Slides:

In my progress slides are the initial three ideas, and my development of the chosen idea.

B. Development:

1. Creating the outline

With the Happy Meal template I found online, I created my first outline with red and blue RGB outline colors.

Fig. 2.1 First outline of Happy Meal packaging

2. Trying out colours

I have followed the original Happy Meal color and from there apply my ideas to the packaging. I also tried a different color to stray away from the typical red and yellow color scheme.

Fig. 3.1 Colored outline of Happy Meal packaging 1#

Fig. 3.2 Colored outline of Happy Meal packaging 2#

3. Adding visuals

From my idea slides, I have decided to go with the second idea but I want to tweak it so that the packaging teaches about shapes rather than colours. I want to utilise the varieties of shapes from the ingredients of the McDonald's burger.

Fig. 4.1 Burger ingredients illustrated

Fig. 4.2 Updated design 1# (w/ visuals)

Fig. 4.3 Updated design 2# (w/ visuals)

4. Improving outline

With the progress I was having, I thought I could create something better so I decided to scrap the layout I did above and redo the outline to match the ones actually used at McDonald's. I retrieved the official outline reference from Family Hub which can be found from their official website. 

Fig. 5.1 Official Happy Meal outline (base)

Fig. 5.2 Official Happy Meal outline (coloured)

5. Improving content

With the new outline, I created new elements for each of the sides, instead of just using two sides.

Fig. 6.1 New added content

I categorized the sides and came up with 4 ideas for each side. Each side is connected to the previous ones so a consumer can experience the contents of the Happy Meal box like a story.

Fig. 6.2 New pages

Front (first page): Intro page

Right: Learning page

Back: Question page (transition)

Left (last page): Quiz page

Final pages details:

Fig. 7.1 Introduction page (first page)

Fig. 7.2 Learning page (second page)

Fig. 7.3 Question page (transitional page)

Fig. 7.4 Quiz page (last page)

FINAL SUBMISSION

Fig. 8.1 Final Happy Meal design

Fig. 8.2 Final Happy Meal fries design

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FEEDBACK

Week 06:

Specific Feedback: 

I was advised to look into the styles and that I could use different food ingredients as shapes, based on the box I want to use, and what kind of activity I want to include (dotted lines, coloring). Can include toy figures as well.

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REFLECTION

Experience

This was a fun first project of the module, I got to learn the steps and knowledge needed for a designer when printing out a design, especially for a complicated one like the McDonald's happy meal box. Although the price to laser the box board was not cheap, the outcome was super satisfying. Some people even thought that it was a special edition Happy Meal box!

Observations

From this project, I have observed and discovered the importance of leaving an estimation space for when folding the box design. It is to ensure that when we fold the box the sides all match and are not imbalance.

Findings

One importance knowledge that I will take away from this project is OUTLINING. I didn't know the importance of it until the printing shop asked me to outline it and I didn't understand! Until I asked my aunt, who is a freelance graphic designer about it, then only I learned the importance of outlining text and elements. It is to ensure the design stays the same when opened on another device.

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FURTHER READING

Week 05-07

Fig. 5.1.1 Packaging & Dielines (The Designer's Book of Packaging Dielines) by @DesignPackaging

In this book by DesignPackaging, I picked up some knowledge to bring over to my next task, which is box-making. I looked into page 47 which talks about "Folding Boxes", I have picked out 4 potential box designs for my next task and related the designs to my chosen products.

Fig. 5.1.2 Screenshot of page 46 (Folding Boxes)

Folding Boxes: Folding boxes are typically used for secondary product packaging when competing on shelves for consumer attention. Folding boxes are a more cost-effective option than rigid boxes because they use a card stock that can be directly printed and die-cut. Card stocks come in various weights, and we recommend testing what works for your application before deciding on a final material. Stocks range from 10pt to 18pt and above in either coated or uncoated surfaces. We recommend that you always print out the die lines to confirm dimensions, proportions, and user experience and that the structure is what you envisioned prior to applying artwork. 

Box #1: 1-piece tuck box with insert

The 1-piece box with insert is a good choice to hold the rounded product in a place with the insert, while still having a square-shaped box.

Fig. 5.1.3 & 5.1.4 Screenshot of 1-piece tuck box with insert

Box #2: Long Box

The long box with an insert is a good choice for the product if the material used for packaging is a hardcover, which is suitable to be marketed as a gift. The box also has to have an equal length for all four sides.

Fig. 5.1.5 & 5.1.6 Screenshot of long box

Box #3: Threaded 2-piece folding box

The threaded 2-piece folding box is a good choice for it can hold the product in place, while still having that high-end look and touch.

Fig. 5.1.7 & 5.1.8 Screenshot of threaded 2-piece folding box

Box #4: Display Box

The display box is a good choice, only if an insert is added to hold the product in place. A window can also be added to let consumers peek into the product for a more interesting look.

Fig. 5.1.9 & 5.1.10 Screenshot of the display box