Packaging is more than just your product’s pretty face. - ENTREPRENEUR MAGAZINE
Research. Research. Research.
01 On the first day of the semester, we defined packaging and discussed its purpose. Simply put, packaging is the way a product is present to the public. It also... Protects, informs, and displays its contents quickly and effectively. The purpose of packaging is to convince the value of a product. Think PPIEx2: Protect Present Identify Embody Presence Position Inform Enhance There are many factors to consider when it comes to packaging. Remember these and your product is sure to fly off the shelves! • Efficiency- what small changes can be implemented to save time, cost, and space? • Brand essence- Make sure the design conveys the brand’s identity. • Differentiation- Packaging that blends in with its surroundings will be overlooked. • Special Attributes- What benefits would cause consumers to choose your product over others?
02
BAD PACKAGING
MO •
When the time came to research product packaging, it seemed easier for me to decide if the design was effective, but then
BAD PACKAGING
MOISTURIZER • • Too much • cardboard/ • Wasting sp • Ineffective
I had to consider the product’s materials, sustainability, and after life- somethings that many consumers don’t think about. I headed to my local Meijer store and it did not take me long to find examples of “bad” packaging. The first one I found was Olay Total Effects moisturizer. Let me start by pointing out the waste of cardboard. It’s like they purposely wanted their product to take up the most room on the shelf so customers would notice it first (Cop out). And have you noticed that they went with flat packaging for a non-hanging product? I would reduce the cardboard’s size by 50% and allow it to hang. My next rant will cover the design of the Sunbeam ceramic iron. The first problem I noticed was the amount of information on the front. Not to mention every phrase is repeated and there are loads of unnecessary information. There are also hierarchy
IRON • Too muc • Compet Hierarch • Repetiti
issues that seem unresolved and causes the information to compete. Okay, rant over.
Left: Olay Moisturizer Above: Sunbeam Ceramic Iron
ER h rd/plastic space ve display
much info peting / rchy issues titive
s
•
Clean logo
GOOD PACKAGING SPATULA SET • Simple design poor packaging. There is an abundance • Successful color of environmentally harmful materials scheme used and mostSET of them are cluttered with SPATULA •design Clean logo • Simple pointless information. However, I was able This experiment showed me just how many of our favorite products have
GOOD PACKAGING
• Successful colordesigns when I to find numerous “good” scheme
visited Bed Bath and Beyond. Walking into • Clean logo that store was like a breath of fresh air. Since it is higher end than grocery stores,
HEADBOARD Clean Design example, a spatula• set by Ayesha Curry. I was attracted to the neutral color scheme, • Legs stored in bac clean logo, and airy patterns. Plus, the • Eliminates extra minimal use of cardboard compliments the products while keeping itspackaging impact low. The I felt like a kid in a candy store. I took me no more than a minute to find my first
way the next product kept its impact low
HEADBOARD
was• even moreDesign impressive. My last stop Clean
HEADBOARD backthe Kendall was• At Legs Home,stored where Iinfound •
Eliminates extra packaging
• a hollowed Cleanback Design Headboard with that, wait
for it, had a hidden • storage Legscompartment stored inforback the legs and additional parts. The package • Eliminates extra was simply a cardboard box with a sticker packaging showing a photo of the product and only the necessary information. This is an ideal example of innovative packaging that uses the least amount of materials necessary. It is by far the most successful example I found throughout my journey.
Top Left: Ayesha Curry Spatula Set Middle/Bottom Left: Kendall Headboard with genius storage.
03 Once we were able to identify “good” and “bad” packaging, it was time to explore sustainability. Our task: Research sustainable/low impact packaging and answer: what makes packaging sustainable? Sustainable packaging consists of many elements such as: • Is safe for individuals and communities throughout every stage of its life cycle • Meets consumer standards for both performance and cost • Relies on the use of renewable or recycled source materials • Is physically designed with materials and energy in mind
04 We then learned about customer personas
This exercise gave us a chance to explore our
and why they are so beneficial when it comes
product from a totally different side; that
to packaging design. Personas are fictional,
of the customer. It helps to put yourself in
yet realistic representations of key audience
the customer’s shoes and ask, “what am I
segments that are grounded in research and
looking for in a product, and what kind of
data. They are treated as a real person with a
design and packaging will appeal to me?”
name, age, ethnicity, marital status, and any other information that might be important when it comes to your product or service. Personas can be used to: • Build empathy & develop focus • Communicate and create consensus • Make actions, then defend them • Measure and track effectiveness To get a better understanding, our class divided into groups to create a customer persona with information such as sex,age, ethnicity, gender, and marital status. My group created Jennifer Li, a 35-44 Vietnamese-American women. A widowed mother of three living in Washington, DC, Jennifer is embodied with a single quote that not only represents her as a person, but what she searches for in a product. Composing a quote is crucial because it not only helps us further connect, but really understand who this person is and what their top priorities need to be. She says, “It’s hard being a working, widowed mother of three, but I’m making it work. With my busy life, I rely on high quality and convenient products to get things done efficiently so that I can spend more time with my kids.”
Project One
05 I guess now would be a good time to tell
Nope. I quickly learned that the preparation
you about my very first packaging project.
does not end after creating a persona,
Our task was to create and construct the
because next comes the semantics
packaging for a house ware or hardware
differential scale. Don’t know what that is?
product. We could design a sleeve or
Don’t worry, I was lost too. But it’s actually
hanging package as long as it had a low
not as scary as it sounds.
environmental impact. A differential scale is simply a way to After doing some exploring, both online
measure a products traits and qualities by
and in stores, I decided to focus on kitchen
comparing your product to a trait and its
products; more specifically spatula sets.
opposite. For example, my first comparison
I came across a set with interchangeable
is between boring and fun. I want my
heads (I know, genius) from a company
product to come across as neutral since it
called Quirky and I decided to choose it
is designed for a wide demographic and not
as my product. I had decided on what I
meant to be too child-like or too bland.
would package, nowSEMANTICS I get to jump right DIFFERENTIAL into
SCALE
designing, right? Boring Confusing High Quality Efficient
Fun Clear Low Quality Inefficient
Non-durable
Durable
Mature
Youthful
“I want it”
“I need it”
Simple
Complex
Formal
Informal
Innovative Sloppy Disposable
Uncreative Classy Reusable
Creative Brief Company/Product
Price point
• Multipurpose utensils with
• Slightly higher price point- Multiple parts
interchangeable heads. Project Description • Design working prototype • Design sustainable/low impact packaging Purpose of project • Introduce new product to market • Present possible solution to existing problem Competitive environment • Rachel Ray, Williams Sonoma • Retail- on shelf, mail-order (web), grocery stores.
offer complete utensil set. • High quality- will last longer than competition • Cost more to make Target audience(s) • Parents- Mostly moms aged 27-38. Watches HGTV and tries to be the picture perfect party host. • Young adults aged 19-24 living on their own for the first time. Busy with work or school- looking for efficiency. • Adults aged 35-46 looking for a gift for their mother who enjoys baking and
• Bed Bath and Beyond
spending time in the kitchen. Not sure
• Target
what brand they are looking for- will be
Competitive edge; Strengths/
persuaded by design.
weaknesses
Current audience perception
• Interchangeable heads:
• Currently search for something cheap
• One handle • Efficiency • Space saving • Low impact • Competition’s weakness • Low quality • Take up too much space • Do not last
because they assume it will not last anyway Desired audience perception/ project tonality • Innovative, sleek, easy to use, effective • This product makes more sense than using 10 different utensils that take up space and do not last
07 I was excited to begin our concept sketches because creating a persona, differential scale, and creative brief had given me plenty of ideas. But instead of taking my usual approach to sketching, the class was introduced to a totally new method. We practiced Forced Fit Prompts, a way to “jolt our brains out of a rut.” We were presented a series of random words that forced us to make random connections to our products. We then spent about a minute letting our brain wander and sketching anything and everything that came to mind in relation to the word. Not only was this exhilarating, but it forced me to sketch without thinking. I often begin sketching with the expectation that my fi rst sketch has to be my fi nal design (I know, I know, that’s exactly what I’m not supposed to do), so this helped me to not take sketching too seriously. And guess what? It actually worked! I was able to take little ideas from each sketch and combine them to fi nd the best structure for my design. But don’t be fooled, it took plenty of patience and cups of coffee before the useful stuff appeared.
SetDesign Design et
Set With With able Heads e Heads
ula head
dt Mixer
heads ve you space!
ds u e!
08 There was no way I could even think
uirky uirky
Utensil Set With Utensil Set With Detatchable Heads • 1 HANDLE Detatchable Heads • 1 SPATULA HEAD • 1 HANDLE • 1 SLOTTED MIXER • 1 SPATULA HEAD MIXER • 1 STANDARD • 1 SLOTTED MIXER • 1 STANDARD MIXER
uirky uirky
about packaging until I took care of the 1 Handle monstrosity logo. The Utensil Set that With is the•• Quirky 1• Spatula head 1 Handle • 1 Slotted Mixer Utensil Set With Detatchable Heads 1 Spatula head • 1• Standard Mixer • 1 Slotted Mixer Detatchable original seemedHeads like it belonged • 1 Standard Mixer to a child’s
play kitchen, so right away I knew that some modernizing would help the brand appeal to a wider age demographic.
Snap On Heads! Snap On Heads!
Similarly, the design needed to be neutral, Snap On
Heads! yet sleek Snap and On embody a sophisticated look.
Heads!
Since one of the goals is to keep it low impact, I chose cardboard for the packaging, which can be easily recycled. To help with brand identity, I wanted to fi nd a way to emphasize Quirky’s “Q.”Th is way the customers would recognize the brand by seeing a single letter.
Current Quirky Logo: Current Quirky Logo:
Utensil Set With Detatchable Heads This Set Includes: • 1 Handle
• 1 Slotted Set SpatulaWith head Utensil • 1 Slotted Mixer • 1 Standard Flat Mixer Detatchable Heads
This Set Includes: • 1 Handle • 1 Slotted Spatula head • 1 Slotted Mixer • 1 Standard Flat Mixer
Redesigned Logo: Redesigned Logo:
uirky uirky
Top : Original Quirky logo Bottom: Redesigned logo
08 cont. My first design concept features the Quirky logo, displayed rather large on the front of the box. Its white color helps it stand out from the background, which in this case was a make-shift cardboard texture meant to resemble the real thing. The “Q” that I was telling you about is placed behind the logo and description, which looking back, leaves the right side of the design bare and unbalanced. As for the back of the package, I tried to keep the “Q” going but it began coming off as too repetitive. The back is also extremely bland and boring, mostly because creating content is not my thing, so my goal moving forward was to fix those minor issues to elevate my design.
uirky
Transform your kitchen utelsil in seconds with Slip Grip technology. Our products are designed to make cooking easier. Simply slide the head off of the handle and replace it with any of Quirky’s head designs.
UTENSIL SET
With Detatchable Heads 4 pc Set Includes: Universal Handle | Slotted Spatula Head Slotted Spoon Head | Standard Spoon Head
Transform your kitchen utelsil in seconds with Slip Grip technology. Our products are designed to make cooking easier. Simply slide the head off of the handle and replace it with any of Quirky’s head designs.
uirky
UTENSIL SET
With Detatchable Heads 4 pc Set Includes: Universal Handle | Slotted Spatula Head Slotted Spoon Head | Standard Spoon Head
Questions/comments? We love feedback. 1-800-889-1185 www.quirky.com
Questions/comments? We love feedback. 1-800-889-1185 www.quirky.com
09 This project was my first time ever creating a dieline, and boy was it intimidating. I am the absolute worst at creating accurate measurements, so I knew this was going to be a doosey. So much printing, measuring, folding, cutting, and gluing before I finally got it where I wanted it. I am surprised that I was actually able to pull off the idea I had, and to my surprise, it was actually kind of fun. Now that I have the first one out of the way, I feel like a total pro. My goal to take on a more challenging dieline in the next project (*gulps).
The gray box indicated the front of the package, the dashed lines represent folding lines, and the solid lines are my cutting lines.
10 This project would have been nearly impossible to without giving the“client” presentations to the class. During this time, we each presented our working prototypes and received feedback including both positive and negative, as well as any suggestions for how to take the design one step further. Most of my feedback consisted of filling the back with more content. And despite all the “I’m basically a pro at dielines” talk you read earlier, I received a few suggestions on how to fix crafting issues. As for any kind of print design, I can’t stress how important it is to print prototypes to compare your digital design to the real thing. There were a lot of changing that needed to be done to type size, colors and even measurements. My final design on the next page will prove just how beneficial prototyping and receiving “client” feedback can be when it comes to success or failure.
11 *Long exaggerated sigh of relief.* I couldn’t be happier with how the design came together. It comes across as modern but still feels somewhat classic. I can easily see a college kid, new parent, or grandparent using these utensils. The front is not cluttered with unnecessary information, and the space has become balanced since changing the now famous “Q� to the right side and adding a white background to contrast the black utensil heads. The back feels very professional yet youthful, and seeing the fi nal composition makes me proud and excited to see what project has in store for me.
Project Two
01 Project 2 allowed us to choose between two packaging options. The first was “made-fromscratch” packaging that included the nonperishable ingredients and recipe for how to make the dish, along with a shopping list. The second option was to create packaging for a food or beverage product that must include 3 variations or flavors. The catch here was that we had to represent an ethnicity within our approach. The goal was to “project an ethnically authentic feel, while also appealing to a broader market than consumers from that culture.”
I immediately had a sense of which direction I wanted to head with this project. Since my family is Greek, I chose the first option and wanted to make packaging for my favorite Greek dessert baklava. If you don’t already know, baklava is a pastry made of layers of phyllo dough with a walnut mix in between the layers. It is then baked and topped with a sweet syrup to give it extra sweetness and moisture. This dessert is special to me because it is a recipe that has been in our family for generations. Growing up, my favorite moments were spent in the kitchen with my Yia Yia baking our favorite Greek dishes. So what better way to honor that than by making my very own packaging that other families can enjoy as well.
02 The first step was to create my mood board and visual inventory. This is when I explored not only the Internet, but the art library, to find my inspiration. I came across many different patterns, textiles, architecture, and even people that gave me ideas. This step also gave me the idea to stick with one primary color for the design, which is the classic blues that the Greek culture is known for. I wanted to capture a feeling of an authentic Greek bakery- a feeling that used modern patterns, but still gave off the classic feeling. A favorite landscape of mine is Santorini’s (I mean, whose isn’t?). The way those beautiful blue and white buildings sit on the coast is just breathtaking. So I also wanted to find a way to bring the simplicity of blue and white together with a modern look that incorporated that landscape.
These images are from my mood board. I spent a lot of time trying to find a balance between classic and modern while giving the consumer the sense of being in Greece.
03 My next task was to create a visual inventory for the structural side of the packaging. To begin, I researched different do-it-yourself baking kits, especially ones that only included the non-perishable ingredients. Yeah, that was nearly impossible. I was shocked at how few options there are in the real world. So I moved to plan b- find dessert packaging. Of course there was your standard cake, muffin, and cookie mixes, but those only included powder. I found the most success in the already made desserts, which lead me to the conclusion that a folding type of bag would be my best bet for package design. I liked this option because its triangular shape stood out from the standard box, yet was still able to stand up on its own. I was also a fan of the folded over sticker label (bottom right photo), which would add more shelf appeal.
04 Since we were already familiar with a differential scale, we did not have to make one for project 2. However, we did still create a creative brief for the project to help us get a sense of what kind of audience we were targeting. I am a firm believer in creative briefs because it acts as a helpful guide to constantly look back on; almost like a check list that helps me make sure I am hitting my goal. The most important categories for me are my competitions weaknesses, target audience, and desired audience perception. That way I can look back and make sure I am beating my competition and meeting the specific needs of the consumers to make them life-long buyers of the product.
Creative Brief Company/Product
Price point
• Yia Yia’s Baklava: A “Made-From-Scratch”
• Cheaper than others due to non-perishable
Recipe Package
ingredients that tend to be simple/cheap
Project Description
Target audience(s)
• Design working prototype
• Young adults who were introduced to
• Design sustainable/low impact packaging
baklava from the Mediterranean Cafe
• Tasty dish that isn’t highly processed or
down the street. Its their new favorite
full of preservatives Purpose of project • Approachable and convenient product • Present possible solution to existing problem Competitive environment • Hello Fresh
dessert and they want to be able to make it whenever a craving hits. • Busy moms who enjoy baking but don’t always have time to do it. They would use this as a fun activity to do with their children or save it until their next dinner party where other women will awe in how cultured she is.
• Retail- on shelf or in grocery stores
• Overall age range: 18-34
• Kroger
• Primarily Female
• Walmart
Current audience perception
• Whole Foods Competitive edge; Strengths/ weaknesses • Fewer ingredients • Efficient • Space saving • Low impact Competition’s weakness • Too many ingredients • Ingredients are perishable • Time crunched to beat a deadline
• “What’s baklava?” • Takes too long/too much work Desired audience perception/ project tonality • Modern look to timeless recipe • The food tastes yummy based on the packaging • “Those Greeks make some delicious desserts!”
05 Now that I had done my research, knew my target audience, and had a sense of direction fro the design. I started creating the content for the package and labels. I manipulated a picture of a Santorini landscape and added a blue watercolor overlay to give it a Mediterranean feeling. The picture you see is the design I used to print on the sides of the bag, to give the customer a surprise when they pick the package off the shelf. I also decided on a diecut to use and spent close to two days getting the measurements just right for the contents that would fit inside my bag.
06 Next I designed the sticker labels. The front label (bottom), would be placed over the front fold. The back label (right), contains the ingredients that need to be purchased, as well as a nutrition label, ingredients list, and allergy information. As you can see I used the same watercolor effect that was used on the side of the bag to keep the design cohesive. The design needed a Greek typeface, but I chose to use one that was more subtle and modern because I didn’t want it looking too obnoxious like a lot of other Greek inspire type. I paired it with the scripted typography of the “Yia Yia� logo and I believe it feels both authentic yet modern. Lastly, I added an appetizing photo of baklava to the front of the bag so the customers would immediately know what the product is before reading the label. I think the image I chose really took my design to the next level.
Yia
yia's
A M ADE-FROM-SCR ATCH BAKL AVA RECIPE KIT NET W T 19OZ (538G)
Yia
yia's
A M ADE-FROM-SCR ATCH BAKL AVA RECIPE KIT NET W T 19OZ (538G)
This kit includes the dry ingredients needed to make 24-36 pieces of baklava. Inside you will find: · · · · ·
16 oz chopped walnuts 1 tbs nutmeg 1 cup sugar 2 tbsp ground cinnamon Ground cloves
The following ingredients require additional purchase: · · · ·
1 lb phyllo pastry 1 cup butter 1/4 cup lemon juice 1 cup honey
For additional products and recipes visit yiayiaskitchen.com
This kit includes the dry ingredients needed to make 24-36 pieces of baklava. Inside you will find: · · · · ·
16 oz chopped walnuts 1 tbs nutmeg 1 cup sugar 2 tbsp ground cinnamon Ground cloves
The following ingredients require additional purchase: · · · ·
1 lb phyllo pastry 1 cup butter 1/4 cup lemon juice 1 cup honey
For additional products and recipes visit yiayiaskitchen.com
INGREDIENTS: WALNUTS, HAZELNUTS, PURE SUGAR, GROUND CINNAMON, GROUND CLOVES. THIS PRODUCT CONTAINS NUTS MANUFACTURED BY ZANNIS BAKERY EAST LANSING, MI
Allergy Information: Manufactured on shared equipment, may contain other tree nuts, peanuts, wheat, soy, milk, or sesame seeds. May contain shell pieces. Questions or Comments? Call (502) 889-1185 for support
INGREDIENTS: WALNUTS, HAZELNUTS, PURE SUGAR, GROUND CINNAMON, GROUND CLOVES. THIS PRODUCT CONTAINS NUTS MANUFACTURED BY ZANNIS BAKERY EAST LANSING, MI
Allergy Information: Manufactured on shared equipment, may contain other tree nuts, peanuts, wheat, soy, milk, or sesame seeds. May contain shell pieces. Questions or Comments? Call (502) 889-1185 for support
07 Lastly, I designed the packaging for two of the included ingredients, chopped walnuts and ground cinnamon. This design uses a white bag and similar sticker to the outside label to keep the system cohesive. I also included a recipe card with instructions for how to make the dish keeping that same color pallet. Overall, I am extremely satisfied with my final product. I worked extremely hard on this design and I feel I reached my goal of incorporating a modern design with a classic feel. I am hoping that consumers will instantly feel its Greek vibe. I have made so many incredible memories making this product in the kitchen with my Yia Yia and I hope this design inspires consumers to do the same with their families.
OUPAH ! Baklava is a Greek pastr y made of many paper-thin layers of phyllo dough with a filling of ground nuts. It is baked and then drenched in a decadent syrup.
Project Two Extensions
During the last few weeks of class we created three extensions for one of the projects we worked on this semester. I decided to extend Yia Yia’s baklava to create additional products and services for the brand. The first extension is a new recipe for the made-from-scratch kits. This tine, I designed the packaging for a kouloura cookie kit. Kouloura, pronounced “koo-lou-rah,” is a traditional Greek cookie that is typically twisted and topped with sesame seeds. It is a popular treat to enjoy while drinking your morning coffee. For the design, I stayed with the same shapes and images, despite changing the photo of the dessert on the front. However, I changed the colors to indicate the new flavor. My goal with this extensions was to change the original design just enough to inform the customer that this is a different recipe, but still a product of Yia Yia's.
My second extension was the home page design for YiaYia's website. It was important for me to use the same approach as I did for the baklava packaging so I kept the same color scheme and typefaces. The design also needed to incorporate the same amount of white space that was previously used. To accomplish this, I began by using large images of popular Greek food to convince the viewer not only of the quality, but also the taste of each dish. I then took advantage of the white spaces within those photos to place my text. Doing this created a nice balance of hierarchy within the page.
My final extension project is for a Yia Yia's cookbook and apron package. Each customer will receive a free apron when they purchase "Authentically Greek." As far as this design goes, I used a photo that should already be familiar to the consumer. And again, I have used the same colors and typefaces as before to instantly connect this book with the rest of Yia Yia's products and services. When it comes to the extensions as a whole, I think I was successful in creating a coherent system that begins with picking up Yia Yia's recipe kits and ending with purchasing a cook book and wearing the apron as you make your favorite ones.