Packaging and Merchandising Design
21.04.2025 - 00.07.2025 (Week 1 - Week 14)
Aidi Rafiq | 0353422 | Bachelor of Design (Honours) in Creative Media
PACKAGING AND MERCHANDISING DESIGN
INSTRUCTIONS
PACKAGING ANALYSIS
Instructions:
Overview: Choose
FOUR (4) products in the market that you believe have poor packaging design. Ensure the product is readily available for purchase.
FOUR (4) products in the market that you believe have poor packaging design. Ensure the product is readily available for purchase.
Product Analysis: Conduct a thorough analysis of the existing packaging design. Identify the specific shortcomings and challenges in
the current packaging. Consider factors such as functionality, aesthetics,
sustainability, target audience, and branding.
Market Research:
Investigate the target market for each product and assess how the current packaging aligns with the expectations and preferences of the target audience.
Competitor Analysis:
Research and analyze the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product category.
(1) Neutrogena
fig 1.0 Neutrogena box
Product Analysis
Neutrogena is a brand known for affordable and medically-backed
skincare and cosmetic products, including soaps, facial washes,
makeup, hair care and sun protections. They are frequently recommended
by dermatologists and known for providing quality product and
accessible prices.
The color scheme (all blue) makes everything blend together, it's hard
to tell difference between eye cream and face cream unless you read
carefully. The design feels more like a pharmaceutical product than a
luxury skincare item, which might not attract users who want skincare
to feel "pampering". Font size and information hierarchy are not very
clear. Product names and benefits get jumbled together.
Packaging might targeted at young adults to middle-aged consumers who
wants hydration and dermatologist-recommended products. However this
might not feel aspirational or amuse for younger Gen Z buyers or feel
luxurious enough for more affluent skincare buyers.
The logo Neutrogena is visible but doesn't stand out creatively. It
feels like standard "safe" branding without strong emotional pull. The
packaging heavily focus on "Hyaluronic Acid" and "Dermatologist
Recommended," but less storytelling about the experience of the
product.
Market Research
- Target market for these products users aged roughly
18-40.
- People looking for hydration, simple routines and trustworthy
brands
- Those that have sensitive skin
Competitor Analysis
The top competitors in the same category will be CeraVe, The Ordinary,
Glow Recipe and La Rosche-Posay. They all have the same goal which
focused on dermatology and hydration skincare and bring young
audiences to have self-care appeal.
(2) Grace and Glow
fig 1.2 Grace and Glow box
Product Analysis
Grace and Glow is a brand that produce variety of beauty products,
including body washes, body serums, deodorants and hair mists. All
known for their luxurious fragrances and skincare benefits. The
packaging design that they have produce have a sleek look but bulky
compared to other minimalist bottle; it might feel wasteful to
consumers who prefer eco-friendliness.
The packages has that minimalist design with soft colors - very trendy
and sophisticated. However the text might be too small or too spaced
out for some consumers to read quickly. Other than soft colors, it
lack of vibrant color, which blends to shelves and not catch attention
unless people already know the brand.
The branding feels calm, clean and elevated but there's a very little
storytelling or emotional language on the font- might feel a bit
"clinical" or "too plain" for some users who want personality in their
skincare.
Market Research
The target market likely aimed at 18-35 year old, especially those
into aesthetic, minimalism beauty. It appeals to buyers who care about
visual branding almost as much as the product inside.
On the other hand, there are might misalignment or risk. For example,
it could risk being seen as "too basic" if not supported by strong
marketing or if placed beside more colorful, storytelling competitors.
This will lose some older consumer who prefer clearer product
descriptions.
Competitor Analysis
The Ordinary, Glossier, Aesop and Drunk Elephant are most
likely to be their competitors along the line of skincare.
Taking example from Aesop, the product may be minimal but still
contain chunk of information but it still have the
characteristic of the font and color chosen, which elevate their
brand to luxury and aesthetically pleasing.
(3) Dr. Bronner
fig 1.3
Product Analysis
Dr. Bronner is a brand known for its organic,
fair-trade and multi-purpose product, primarily soaps.
They offer range of product, including liquid and bar
soaps, a biodegradable cleaner and organic hand
sanitizers. On the other hand, their packaging is
overwhelmed with dense text, which can be hard to
navigate. it lacks a clear visual hierarchy, making it
difficult for customers to quickly identify the scent or
key benefits.
Their packaging is consistent and recognizable, especially
with its bold color-coded labels and classic serif typography.
However the design feels very cluttered and dated with the
amount of text competing for attention and little emphasis on
visual storytelling.
Market Research
Dr. Bronner's core market consist of eco-conscious
consumers, wellness-oriented individuals, typically
ranging from ages 20 to 45. These type of consumers
prefers transparency, ethical sourcing, sustainability
and multi-functional product that simplify their
routines.
However, their packaging doesn't fully meet their
visual or emotional expectations. With the amount of
text-heavy label can lose younger generations consumer.
The packaging may fall short in capturing the attention
of a generation that often makes splits-seconds
decision.
Competitor Analysis
Compare to other competitors like Method Body Wash,
Native Body wash, Dr. Bronner's packaging may appear
outdated. Competitors use minimal text, clear fonts and
modern layout with pastel or muted color palettes to
create a clean, premium feel. Many also uses icons,
illustrations, or natural texture to visually
communicate scent and ingredients. In contrast,
Dr.Bronner's design relies on uniform bottle shapes and
excessive text which may not stand out in today's
competitive market.
(4) Water 360 - Watson
fig 1.4
Product Analysis
Water360 by Watson is a skincare line
available at Watson, focusing on
hydration and boosting skin's natural
defense. The packaging align well with
the product's water-based identity.
The droplet motif and clear typography
enhance the concept of moisture and
purity. The packaging strongly
communicates hydration and clarity
through the use of cool tones, a water
droplet icon and minimalist
typography.
However, the bottle's pump or cap
design is not visible, which may raise
usability questions depending on the
dispensing mechanism.
Market Research
The Water360 toner target a
skincare-savvy, health-conscious
demographic, primarily young
adults aged 18 to 35 who
prioritize hydration. The clean,
calming design also fits well
with East and Southeast Asian
skincare trends, where
water-based, layering-focused
skincare is especially
popular.
However, the packaging are lack
of visible eco-friendly
messaging or dermatological
recommendation may limit the
engagement to the
consumers.
Competitor Analysis
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