Research task- Looking at packaging - 27/01/2023

Research task - Looking at packaging 

Daisy Jackson / 27/01/2023

For our first research task set in class, we have been told to look at 5 illustrative, 5 sustainable and 5 luxurious packaging ideas.

Illustrative packaging:

I absolutely love this packaging as it is extremely interactive. When being placed on a shelf in a store, if displayed correctly, you can create neverending 'Ritz' crackers. I first discovered this packaging while I was at work and loved it. It is so playful and striking and links all the packages together. I think the colours used are striking and catch your eye. The logo is clear in sight and you know what you are purchasing. 

I also love this packaging as once again it is interactive for the customer. Once you rip off the cardboard opening, you are greeted with the product which fits really nicely with the packaging. The biscuits can create the illusion of teeth or even a mouth full of biscuits. A downside to this packaging however, could be how flimsy it may be. It reminds me of pringle cans, the last few pringles are always the hardest to get out. This may prove quite a struggle when trying to obtain the product from the packaging. The design also being quite colourful and playful, can catch the attention of a younger audience which will then be purchased by parents and so on. An interesting marketing technique.

This packaging is visually pleasing as it instantly tells you what the contents are without you having to read. If it is orange juice, you can easily pick up the juice carton that looks like an orange. This takes away the effort and encourages fast purchases. The general appearance is also interesting as rather the juice box being a cuboid, it has edges which allow the customer to place the juice box down at different edges. This seems more effective generally. The colour use is also interesting as it is really bright and eye catching. This is great for marketing and capturing your attention when passing by in stores. The colours being bright, also have happy connotations which can alter the mood of the target audience.

This is a very interesting concept. The packaging is not appealing but that is the whole point. The packaging has a purpose and delivers it very well. The materials used are recycable and deter theives from stealing your lunch or even general belongings. I really love the idea of this. However, a downside to this is having 'anti-theft lunch bags' written on it. This could make individuals want to steal the contents more if they read this but if they were in a hurry then this might not matter as much. 

I also love the plastic bag having the same mould design. This adds consistency and realism to the product. Let's just hope the contents of the bag line up correctly with the mould marks or else this will not look as realistic.

This packaging is straight forward colour wise but very clever as the bristles from the paint brush create the illusion that it is the old man's beard hair. This is very visually pleasing and works well with the colour scheme as it causes the product itself to stand out amongst the simple background. It grabs your attention and can also perhaps be used to try paint out as the white background of the illustration can encourage experimentation.

Sustainable packaging:

This edible packaging is great for sustainability and the environment. It allows the customer to have zero waste and not have to go through the effort of putting anything in the bin! The colour use is eye catching and vibrant - great for marketing as this can have positive connotations. However, the downside I can think of for this is if the customer does not like the taste of the packaging. Therefore, this will sadly go to waste.

Sometimes simplicity is key. However, this is a bit too simple. I feel like this packaging is great for the environment but it can always be a bit bland and not eye catching for the customer. It also does not really have any other use besides storage. 9 times out of 10 if I had packaging like this I would throw it in the bin.

This packaging by Gucci is really interesting as it is sustainable and made from upcycled paper which is then accompanied by cotton handles. Depending on partnerships with the cotton, this is quite an effective way of packaging and because of the brand, customers are less likely to throw it away and use it multiple times. My main fault however is the colour as it is quite a grim looking shade and does not really communicate the brand very well. 

This idea by H&M is great for sustainability as it encourages the customers to reuse the bag for other activities such as hanging up your clothes. The hook that is used as a coat hanger also works well as a handle and has been very cleverly put together. The main complication I can think of however is the time it would take to convert the bag into the coathanger. Personally if I had to follow instructions that were not straight forward, I would throw it in the bin. As long as the design is not too complex and also does not involve cutting then I think this is a great idea and encourages zero-waste and reusability.

One again, edible packaging but this time it is a cup with multi use. Rather than drinking your coffee and throwing it into the bin, you can have a snack afterwards. I think this is a great idea and once again encourages zero-waste. As long as the customer likes the taste then that is great. I think flavouring the cups like the coffee flavour (so multiple different flavours) would be great as it offers the customer alternative. You can also mix and match with these. 

Luxury packaging:

I love the colour use in this packaging as the patterns and gold appearance really adds to the main goals the packaging is trying to convey. As well as this, the small logo adds emphasis to the contents as well as the box being quite large you can use it as a storage container that has multi-purpose.

I love the appearance of the wood and the effect it has on the packaging. This is a sturdy box that can be reused for storage. It looks aesthetically pleasing especially if you displayed it somewhere on sight. It has the brand's logo in gold which accompanies the varnished dark brown wood extremely well. It also hypes up the product when opening the packaging.

This packaging is so satisfying as once opening the container, you are greeted with all of your signatures. It is almost as if it is a countdown to your last one as they are all in a perfect line. I also love the colour choices as they fit well with the product itself. The black accompanying the red and wood appearance is a great choice and to me looks quite sophisticated. Even the font is quite posh with the interesting floral illustration.

I love how this packaging folds out as it brings more attention to the product. It is almost as though you are opening an expensive present! The gold overlaying the black screams luxury as the design seems more floral and also mechanical which is a common theme in luxurious designs. Orange is an interesting choice I must admit but partnered with the black and gold, it obviously fits in well with the branding. The illustration design on the packaging also compliments the product quite well as it seems visually similar.

I love the layering to this packaging as it adds an element of surprise. Despite this product just being chocolate, the colour choices and general appearance makes it feel like it is much more than that. I have noticed having a wood effect on products as a luxurious design and it works really well to deliver the high prestige of these packages. The colour scheme is also consistent and complimentary to the products as a wood/brown and gold theme is a common association with luxury.