Packaging Design
- omygraphics
- Sep 21, 2021
- 3 min read
Updated: Oct 29, 2021
Today, I've been looking at packaging design from functional, to innovative, gimmicky, and fun. I've learnt about the different elements that go into packaging design, such as: texture, embossing, perforation, colour palette, typeface, and the look of the product - is it fun or innovative, or purely functional?
Gimmicks
Unique packaging design is eye-catching. When you see an 'on trend', aesthetically pleasing, or fun-looking packet in the supermarket, it makes you stop and look. For example, I found myself buying a tin box because it had a cool Pringles design. I wouldn't have bought it, had it been covered in any other pattern.
The downsides to gimmicky packaging designs are twofold: cost and packaging waste. Creating and manufacturing a unique shape or design means companies cannot use a standard shape to manufacture the packaging. This also means that manufacturing cost is driven up, due to the time, effort, and supply of manufacturing the design. Finally, the consumer has to pay more for something that looks fun, rather than paying a reasonable price for something that does what it says on the tin. But, the more creative, functional and innovative the design is, the more people are willing to pay a bit more for your product.
Packaging waste is another factor. Take the Chupa Chups Giant Lollipop. There's no practical need for a huge lollipop encasing smaller ones. You could buy a multipack with more lollipops and less plastic waste, for less money. However, the gimmick of a giant Chupa Chup entices consumers to buy. They'll probably end up throwing the giant lollipop away, but when you see it on the shelf, it looks fun, it's cute, and you're unlikely to see it anywhere else.
So, here are a few interesting packaging designs I found, along with some analysis:
As previously mentioned, these mini Chupa Chups lollipops have been packaged into a large lollipop shaped container. It's been wrapped in the traditional Chupa Chups plastic wrapping, and the packaging itself is a transparent red plastic. It's certainly fun and gimmicky, but it's not environmentally friendly. Functionality isn't a huge factor here. It works, but there's no need for the giant lollipop when packet would be smaller and cost effective.
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These Kleenex tissue boxes have been packaged to look like fruit. It's a fun gimmick designed to make consumers pick up these tissues instead of any other. The realistic fruit design not only looks enticing, its unique. The packaging is totally functional; the perforations around the opening of the box allows for easy opening. By completely using cardboard, this packaging is pretty environmentally friendly, since paper is recyclable and compostable. The triangular prism shape uses less cardboard than a square box, however, this drives up cost for manufacturing, and in turn, the consumer.
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The packaging for 'juice' cables is designed to look like a Capri Sun -esque juice pouch. This, however, is another example of packaging waste. If you've ever bought juice cables, you'll know how expensive they are compared to one just as good that you could buy on Amazon. It tends to be that the more sophisticated and unique the packaging is, and the more expensive the product is, the more people are likely to trust the product and want pay more. To the average consumer, expensive equals quality, and elaborate packaging equals quality. Professional brand identity is key, and this packaging is an example of it.
In regards to functionality, the packaging isn't too functional at all. There is a perforated edge to tear the packet open (ironically highlighting how obsolete the screw cap at the side is). There are plastic ties to keep the cable in place inside the packaging, which are only there to make the product look neat. There is a lot of plastic waste here: the screw cap, the pouch itself, and the cable ties. I don't think there's one recyclable or reusable element to this packaging. It looks cool, but that's it.
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