Packaging and Merchandising Design Exercise 1
Packaging and Merchandising Design
14/04/2026 – 24/05/2026 (Week 1 – Week 6)
WangJiheng / 0378904
Bachelor of Design (Hons) in Creative Media Advanced Interactive Design – Exercise
During the first class, the lecturer introduced the structure of this module and explained the assignments for the semester. This subject consists of coursework and a final project, so time management is important from the beginning.
One important rule mentioned was the hurdle rule. This means students must pass the final project in order to pass the whole module.
The lecturer also explained that packaging design is more than making a product look attractive. Packaging is like a silent salesman because it communicates with customers on the shelf without speaking. A good package should attract attention and clearly present the product.
We learned that packaging design has two main parts:
Structural design (shape and form of packaging)
Surface design (graphics, typography, colour and layout)
For this semester, we will focus more on surface design by applying our previous design knowledge.
For the first exercise, we need to choose four poorly designed products:
Box
Bottle
Can
Tube
Then we need to analyse them based on functionality, aesthetics, sustainability, branding and target audience.
The lecturer also reminded us not to rely too much on AI tools and to show our own ideas, sketches and design process.
- First, there is no easy-tear opening or pull tab. Users have to open the box from the folded side, which can be quite difficult, especially for children. The box can also be damaged easily when opening.
- Second, the packaging does not keep the product fresh effectively. The box cannot be closed again, and folding the inner plastic bag does not provide proper sealing. In Malaysia’s humid weather, the wafer rolls may become soft quickly, which affects the eating experience.
- Third, the information layout is not well organised. Important details such as ingredients, nutrition facts, and allergen warnings are all placed on one side in small text and multiple languages. This makes it difficult to read quickly.
- The short sides are also not used effectively, as they only repeat the product name and do not provide additional useful information.
- The packaging clearly shows the product category through chocolate and wafer imagery, but overall it looks a bit busy and not well balanced.
- The front contains many elements, including graphics, images, text, and slogans, which makes it hard to focus on the most important information. At the same time, the side panels are quite empty, creating an inconsistent layout.
- The logo is placed on the front but is not very eye-catching and may be easy to miss. It is also not clearly shown on all sides, which reduces brand visibility.
- The colour combination feels slightly outdated. The dark brown and blue do not create a fresh or appealing feeling compared to modern snack packaging.
- The packaging uses a paperboard box, which is generally recyclable, but overall it is not very environmentally friendly.
- The outer box appears to use coated material, which may not be easy to recycle. The packaging also includes multiple materials, such as a plastic tray and inner plastic bag, which makes recycling more difficult.
- The box also seems slightly larger than needed, which may lead to unnecessary material usage. There is no clear guidance on how to recycle the packaging properly.
- The brand identity is not very strong.
- The logo is small and not very distinctive, so it may be difficult for consumers to remember the brand. It is also not consistently shown on all sides of the packaging.
- There is no clear message or unique selling point that explains why consumers should choose this product. The visual style is also inconsistent, with a busy front and simple sides.
- The slogan “Have a good Day!” does not relate strongly to the product and does not add much value to the branding.
Product 2 – Glow & Lovely Facial Foam (Tube Packaging)
his product is Glow & Lovely Brightening Facial Foam, a 100g squeeze tube cleanser sold in Malaysia. It is commonly found in local supermarkets, pharmacies and convenience stores, and is mainly targeted at young women, families, and budget-conscious consumers who want affordable daily skincare products.
I selected this product because it clearly shows problems in both structural and graphic design, which are two key aspects of packaging design. Overall, the packaging does not function effectively as a “silent salesman” and fails to communicate clearly with its users.
Product Analysis
Functionality
- The tube is lightweight and easy to carry, making it suitable for daily use and travel.
- However, the surface is completely smooth and lacks any anti-slip texture.
This makes it easy to slip from wet hands in a bathroom environment. - The tube cannot stand stably when the product is almost finished.
It often needs to be laid flat, which is inconvenient and takes up more space. - It is difficult to squeeze out the remaining product near the end.
The relatively hard plastic material requires more force, leading to product waste. - The flip cap is easy to open and close, but it does not have a strong locking structure.
This may cause accidental opening when placed inside a bag. - The information layout is poorly organised.
Important details such as ingredients, usage instructions, and warnings are placed together in dense, small text, making them difficult to read quickly.
Aesthetics
- The packaging uses white and pink, which aligns with typical skincare product colours.
However, the overall visual effect feels slightly outdated compared to modern skincare packaging. - The front design is visually crowded.
It includes multiple text blocks, graphics, and mixed brand elements, making it hard to identify the key information. - The use of two brand names (“Fair & Lovely” and “Glow & Lovely”) creates confusion.
This weakens visual clarity and reduces brand recognition. - The typography lacks hierarchy.
Different text sizes and styles are used without clear organisation, which affects readability. - The back of the packaging is filled with dense multilingual text.
This makes it difficult for users to quickly locate important information.
Sustainability
- The packaging is made of plastic and includes a recycling symbol.
However, it is still not environmentally friendly overall. - The tube appears to be made from multi-layer plastic materials.
This makes it difficult to recycle in practice. - The cap and tube body are made from different materials.
This further complicates the recycling process. - The packaging is designed for single use and does not include any refill or eco-friendly features.
- There is no clear guidance provided for proper disposal or recycling.
Branding
- The brand identity is not strong or consistent.
- The use of two brand names creates confusion about the product identity.
This weakens trust and makes the product less memorable. - The logo is not very distinctive or eye-catching.
It does not stand out on the shelf compared to competing products. - There is no clear unique selling point communicated on the front.
The packaging does not clearly explain why consumers should choose this product. - The overall visual style lacks consistency, with a busy front and overly dense back.
Target Audience
This product is mainly targeted at young women, families, and budget-conscious consumers. However, the packaging does not fully match their expectations.
- For young women:
- The design feels slightly outdated
- It does not appear trendy or premium
- For family users:
- The information is difficult to read quickly
- The slippery surface reduces usability in daily bathroom use
- For budget consumers:
- The packaging does not reflect good value through design
- The lack of sustainable features may reduce appeal
Market Research
The facial cleanser market in Malaysia is highly competitive, with brands such as Pond’s and Cetaphil widely available. Consumers today not only focus on price, but also expect packaging to be functional, visually appealing, and easy to understand.
Packaging plays an important role in influencing purchase decisions. Products that are easy to use, clearly communicate information, and present a clean and modern visual design are more likely to attract attention.
- Consumers prefer packaging that is easy to grip
- Clear information hierarchy is important
- Clean and modern design increases trust
- Convenience and usability are key factors
Overall, this product does not fully meet these expectations, making it less competitive in the current market.
Competitor Analysis
Pond’s and Cetaphil are strong competitors in this category, as they share similar shelf space and target similar consumer groups.
Pond’s packaging usually features a more stable tube structure and a clearer brand presentation. Its logo is more prominent, and the visual layout is more organised, making it easier for consumers to recognise.
Cetaphil adopts a minimalist design approach. It uses a clean layout, clear typography, and strong information hierarchy, which creates a more professional and trustworthy image.
Compared to these competitors, Glow & Lovely’s packaging appears less modern and less effective in communication. The mixed branding creates confusion, and the lack of functional and visual clarity reduces its competitiveness on the shelf.
Overview
This product is a canned lychee in syrup that I bought from a local supermarket in Malaysia. It is a common and affordable product that can be easily found in stores. I chose this product because the packaging looks outdated and has several problems in terms of design and information clarity.
Functionality
The metal can is strong and protects the product well during transport and storage.
· The ring-pull design allows users to open the can without using extra tools.
· However, the opening area is very messy, with repeated instructions that make it confusing instead of helpful.
· It still requires quite a lot of force to open, and the ring-pull may feel weak.
· After opening, the metal edge is sharp and can be dangerous when handling the food.
· The packaging cannot be resealed, so users need to transfer the product into another container.
· There is a serious problem with the shelf life information. The packaging says “PRO. DATE: SEE CAN LID” and “EXPIRY DATE: SEE CAN LID”, but there is no date on the lid. The actual dates are printed on the bottom of the can, which gives wrong guidance and makes users confused.
· The product information is placed on different sides, so users need to rotate the can many times to read everything.
Aesthetics
· The overall design looks very old-fashioned and does not match modern packaging trends.
· The colour combination of bright yellow and red feels too strong and slightly cheap.
· The layout is crowded, with too many elements placed together without clear hierarchy.
· The typography is inconsistent, with different font styles that do not match well.
· The fruit image looks outdated and does not feel fresh or appealing.
· The decorative patterns add visual noise instead of improving the design.
Sustainability
· The can is made of metal, which is recyclable in general.
· However, it is still single-use packaging and cannot be reused easily.
· The syrup inside increases weight, which may affect transportation efficiency.
· Overall, the packaging is not very environmentally friendly compared to newer packaging solutions.
Branding
· The brand name is not very clear or memorable.
· The logo is small and not eye-catching on the shelf.
· There is no strong brand identity compared to competitors.
· The packaging does not create a sense of trust or premium quality.
Target Audience
· The product seems to target low to middle-income consumers.
· The design focuses more on affordability rather than visual appeal.
· However, the outdated style may not attract younger consumers who prefer modern packaging.
Market Research
In the current market, canned fruit packaging is becoming more modern and visually clean. A good example is :contentReference[oaicite:0]{index=0}, which uses a simple layout, clear typography, and strong visual hierarchy.
· Dole uses a fresh colour palette (blue and yellow) that looks clean and attractive, creating a more modern and healthy feeling.
· The product name is large and easy to read, so consumers can quickly understand what the product is.
· The fruit images are realistic and high-quality, making the product look fresh and appealing.
· Important information such as “no sugar added” is clearly highlighted on the front, which helps users make quick decisions.
Compared to this, my selected product looks more outdated, cluttered, and less visually appealing. The information is harder to read, and the overall design does not attract attention on the shelf.
Product 4 – A&W Sarsaparilla (Bottle Packaging)
Overview
This product is A&W Sarsaparilla, a 500ml carbonated soft drink in a plastic bottle, commonly found in supermarkets, convenience stores, and petrol stations across Malaysia. It is a well-known local beverage brand with a long history, targeting teenagers, young adults, and casual consumers looking for affordable and nostalgic drinks. I selected this product because, although it is popular, its packaging shows several issues in functionality, information clarity, and modern visual appeal.
Product Analysis
Functionality
• The plastic bottle is lightweight and easy to carry, making it suitable for on-the-go use.
• The screw cap is easy to open and reclose, helping to maintain carbonation and prevent spills.
• However, the curved bottle shape makes it slippery to hold, especially when cold or wet.
• The bottle is slightly unstable on flat surfaces due to its narrow base.
• The nutritional information is printed in very small text on the back, making it difficult to read.
• The bottle does not have any grip texture, which reduces comfort during use.
• Important information is not clearly highlighted on the front, making it harder for users to quickly understand the product.
Aesthetics
• The brown colour reflects the drink and is recognisable to existing consumers.
• However, the overall design looks outdated compared to modern soft drink packaging.
• The label layout is cluttered, with too many elements competing for attention.
• There is no clear visual hierarchy, making it hard to focus on key information.
• The colour combination feels old-fashioned and less appealing to younger consumers.
• The overall design lacks a clean and modern visual style.
Sustainability
• The bottle is made of PET plastic, which is recyclable.
• However, there is no clear recycling instruction shown on the packaging.
• The bottle is single-use and contributes to plastic waste.
• The label may not be easy to separate during recycling.
• The packaging does not show any strong sustainability consideration.
Branding
• The A&W logo is recognisable but does not stand out strongly.
• The brand feels traditional rather than modern.
• There is no clear key message or selling point highlighted.
• The design is not very memorable compared to competitors.
• The packaging does not strongly attract new consumers.
Target Audience
• The product mainly targets teenagers, young adults, and long-time consumers.
• It focuses more on nostalgia and affordability.
• The design may not appeal to younger consumers who prefer modern packaging.
• The usability issues (slippery surface and small text) reduce user experience.
Market Research
The soft drink market in Malaysia is highly competitive, with brands such as Coca-Cola, Pepsi, and F&N offering products with modern and visually appealing packaging. Consumers today expect packaging that is not only functional, but also easy to use and visually attractive.
• Consumers prefer bottles that are easy to grip and stable.
• Clear and readable information is important for decision-making.
• Clean and modern design helps attract attention.
• Strong branding makes products stand out on the shelf.
Compared to these expectations, this product appears less modern, less user-friendly, and less visually appealing.
Competitor Analysis
The main competitors for this product are F&N Sparkling Drinks and Coca-Cola’s local variants.
• These brands use more modern and user-friendly packaging designs.
• Their bottles often include better grip and ergonomic shapes.
• Important information is clearer and easier to read.
• Their branding is stronger and more visually appealing.
Compared to these competitors, A&W’s packaging feels more traditional and less focused on user experience, making it less competitive on the shelf.
Feedback
In Week 1, the lecturer mainly pointed out that my analysis was a bit too general. I was describing what looks bad, but not clearly explaining why it does not work. After that, I tried to focus more on specific problems like layout, readability, and user experience. I also started to think more about how packaging works as a “silent salesman”.
Week 2
In Week 2, the feedback was more about being clearer and more consistent in my work. I needed to organise my points better and make sure each section has a clear purpose. I also realised that I should not rely too much on simple descriptions, but connect my ideas more logically. This helped me improve the overall structure of my analysis.
Reflection
In Week 1, I realised that packaging design is not only about how it looks. At first, I focused more on visual appearance, but after the lecture and initial analysis, I started to notice the importance of functionality and information clarity. I also began to understand the idea of packaging as a “silent salesman”, which made me think more about how design communicates with users.
Week 2
In Week 2, I became more aware of how to organise my analysis and explain my ideas more clearly. I learned that it is important to not just point out problems, but also explain why they affect the user experience. By looking at more examples, I started to pay attention to details like layout, hierarchy, and readability. This helped me improve both my thinking and writing.
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