PA C K A G I N G : GOOD DESIG vs. BAD DESIGN DUSHA CASTRO 2 0 1 8
Sources Fenty Beauty Packaging by Established NY for Fenty by Rihanna http://www.establishednyc.com/projects/fenty-beauty/ Butter! Better! by Yeongkeun Jeong https://www.designboom.com/design/lexus-design-award-butter-better-yeongkeungjeon-02-27-2015/ Churros Packaging by And a Half PH for La Lola Churreria https://www.behance.net/gallery/36344443/La-Lola-Churreriahttps://www.behance.net/ gallery/36344443/La-Lola-Churreria Bounce Liquid Whip Foundation for beautyblender by Aruliden https://aruliden.com/aruliden_works/beautyblender/
01
Make Up Packaging by Established NY for Fenty Beauty New York, 2017
02
Butter! Better! by Yeongkeun Jeong at Hongik University Korea, 2015
03
Churros Cone by And a Half Branding and Design for La Lola Chuerria Philippines, 2014
04
Bounce Liquid Whip Foundation for beautyblender by Aruliden
what defines good packaging design?
01 02 Protection The objects enclosed in the package may require protection from external forces, It can also prevent tampering prepurchase.
Promotion & Communication Packages and labels communicate what the product is, show branding, how to use, transport, recycle, or dispose the product. Some packages and labels also are used for track and trace purposes.
03 04 05 Enhance User Experience Packages can have features that add convenience in usability, product functionality, as well as the sale and distribution. Packaging should not be an obstable for the customer buying or using the product
Environmental Implications With more and more businesses being scrutinized for their environmental impact, it’s more important than ever to turn to responsible packaging choices. When considering shipping options, brands want to know about the environmental effects of the materials they use, along with how they can reduce their carbon footprint.
Aesthetically Qualities For a lot of cosmetics and personal care products the packaging is very important as it can help position a product, engage the consumer and convey the porupose of the product. Consumers may also be gravitated to purchasing particular products based on how it looks rather than how it functions, especially if it is a new product for them.
“
packaging is not supposed to be an obstacle to people buying or using the products
a�
Make Up Packaging by Established for Fenty Beauty New York, 2017
fenty beauty
Protection All Fenty Beauty products have heavier duty packaging to match its high-end price tag. Make up guru’s commend the products packaging for feeling heavy-duty and high quality, unlike competition who use cheaper plastic packaging Promotion & Communication The branding is simplistic and very uniform between the products. The iconic hexagonal shape, brand name, and logo, make Fenty Beauty’s products highly recognizable. Packaging features a swatch sticker on the bottom so that users can distinguish colors without opening the product User Experience The modular, magnetic packaging that snaps together enhances the user experience because it is easier to organize than the traditional non-modular packaging. Aesthetics The packaging is visually pleasing because the packaging of the various products features a comprehensive look. The products obviously unite under one brand. Environmental Implications Fenty Beauty’s products are vegan and the packaging materials are sustainably sourced.
Awards 2018 Bronze Clio Award Dieline Awards 2nd Place Design Museum Beazley Design of the Year Shortlist
butter,
b e t t e r.
Butter! Better! by Yeongkeun Jeong at Hongik University Korea, 2015
“
I had forgotten to pack a knife with which to spread the butter. Although eventually being able to see the funny side of trying to spread butter with a floppy foil lid, I realized that this could be simply remedied with a small change to the lid of the packet. one product that combined both butter and knife would be functional and appealing. as I considered how to improve a long-standing and well known product”
”
Lexus Design Award
Protection provides sufficient protection for the product, does not make transportation more difficult. Promotion & Communication Handle area available for brands to advertise their product and design, as well as disclose information such as nutritional facts. Color can also be used to signal the contents. Makes it easy to differentiate from each other.
User Experience This enhances the user experience because the packaging actually aids in the consumption of the product. Aesthetics The design uses a legible font, the aesthetic reflects the sustainable materials that were used.
Environmental Implications Sources sustainable yet cost effective materials Sustainable materials used, more than the traditional plastic knife
Churros Cone by And a Half Branding and Design for La Lola Chuerria, Philippines, 2014 Protection I consider this bad design because unlike other food establishments that exclusively snacks, the packaging doesn’t allow consumers to put it down without the actual churros touching the table, which is unhygienic. Customers would only be able to put the cone upright in some La Lola locations that offer dine-in areas with tables that have holes for the cones. Promotion, Communication and Aesthetics This is the area where the design managed to succeed. The packaging sports an aesthetically pleasing design that uniquely portrays the brand’s image with a striking use of complementary colors and large typography.
User Experience The packaging actually makes it very inconvenient to enjoy the snack. Most La Lola locations are near cinemas or do not feature dine-in areas with the special tables that have holes. Movie-goers are hit with the realization that they have to hold the cone upright the whole movie or finish the treat and go to the nearest trashcan. Why? Because the cone cannot be put down as the coverless chocolate sauce will spill Environmental Implications La Lola’s packaging is paper based. Furthermore, they use paper chocolate sauce cups even if the plastic alternative would be more cost-effective. The packaging is sustainable.
beautyblender bounce foundation TM
Bounce Liquid Whip Foundation for beautyblender by Aruliden
Protection provides sufficient protection for the product, does not make transportation more difficult User Experience The unconventional feature they included at the back of the foundation packaging actually makes the product more difficult to use for most consumers more details in the “fundamental flaws” section below. Aesthetics Frosted glass can sometimes lead to a misleading rendering of the color of foundation. The packaging has a great visual design, however it was ruined by poor choice of marterials
Environmental Implications beautybleder has not disclosed information regarding the packaging and the products mateirlas or ingredients, It can be assumed that the materials are not sustainably sourced and the product is not vegan, because companies love to promote sustainability and environmentally friendly claims otherwise Promotion & Communication The packaging has a confusing shade identification system that make up artists have been complaining about, as the shades labelled as “warm, “neutral,” and “cool” toned do not seem to fit their labels
Fundamental Flaws The Aruliden firm tried to add a radically innovative feature to foundation packaging - a palette on the back. Make up users usually use a stainless steal pallette to mix make up before putting it on. Although it is a good idea, it is not very practical when in use. The material used for the back is plastic, so when trying to remove make up from the bottle it is similar to removing oil from a plastic container - very difficult and unhygienic. So why not just pump the foundation not a different surface? It can’t. The nozzle is firmly angled toward the bottle and does not really allow for conventional use
packaging design dusha castro.