Packaging & Merchandising Design : Exercise 1
Angelique Svetlana Pekasa / 0377365
Typography / Bachelors Of Creative Media / Taylor's University
Task 1: Exercise 1
Table of contents
Lectures
Week 3:
Packaging is a silent sales person, it connect with consumers on an emotional level.
Packaging have evolve from its original purpose of just to protect to making it about communicating, connecting, and standing out.
When designing a label add a product name, net quantity, ingredients, nutritional information, country of origin, manufacturer information, warning labels.
Instructions
Exercise 1
In this task we were told to choose 4 different products (box, bottle, can, and tube) in the market that we think have poor packaging design. We were then tasked to do a product analysis, market research, and also a competitor analysis.
1. Box
Fig 1.1, Ellgy product packaging, (week 1, 30/9/2025)
Product Analysis:
Ellgy Corns & Warts Treatment Solution is product designed to treat corns, warts, and calluses. It is a Malaysian product which is distributed to pharmacies across Malaysia.
The product is packaged in a box and in it contains a 10ml bottle alongside an applicator that is attached to the cap of the bottle. The box packaging itself lacks visual appeal. One of the reason of this is because of the layout of the design, alongside the use of color, and the use of image.
The background of the packaging is weirdly divided into 2, and from the typographical aspect, the "G" from "EllGy" touches the division of the background color which gives a sense of uneasiness. The same feeling is given from the use of the image on the left which also touches the division of the background color. Making the overall layout of the front side feels unpleasing.
Market Research:
The target consumer for this product are mostly active adults who walks a lot causing them to develop corns and warts, or parents who have children that develop corns and warts from their physical activities. The product is still considered affordable as it retails for RM 21 on Watson. The current packaging is considered simple, it contains all the necessary information needed upon buying the item, however it lacks brand identity and visual appeal.
Competitor Analysis:
Fig 1.2, Ellgy's compeittors, (week 1, 30/9/2025)
The competitors for Ellgy includes corns and warts solution from Dr. Scholl's and Helix. Both of the product design have a cleaner look, with a better brand identity. The looks of both product also feels more premium than Ellgy, as each of the product contain a well suited color scheme. 2. Tube
Fig 1.3, JP GOLD, (week 1, 30/9/2025)
Product Analysis:
JP GOLD is an Indonesian shuttlecock brand which is distributed to sports retailers across Indonesia. It is a quite famous brand for badminton lovers and fanatics, it gains its popularity using the word of mouth. A total of 12 shuttlecocks are packaged in a tube with it's design wrapped in plastic which is suitable, however the design itself doesn't have a visual identity and isn't eye-catching. The design doesn't really highlight the information needed, for example, the speed and weight of the shuttlecock.
In addition to that, the use of color and typography isn't suited. The brand name JP GOLD is colored in gold while the extra information below it uses a gold background color with it's typography colored in white. This doesn't highlight the information, instead it decreases the readability of the information.
Market Research:
The target market for this products are badminton players of all kinds, starting from beginners to intermediate or advanced players as it's weight and speed are suitable for all players. When converted into MYR, this product retails for around RM 39, which is on the middle to higher end of shuttlecocks in Indonesia. The current packaging aligns with the target market as it contains imagery of shuttlecock, however it lacks highlights of information needed about the shuttlecocks itself.
Competitor Analysis:
Fig 1.4, JP GOLD, (week 1, 30/9/2025)
Right now, more local shuttlecocks are emerging with a better price, a better visual identity and design. One of this brand is called "Sena". Sena is a new brand that have just arrive in the market and have risen in popularity. It also have a chart which gives the necessary information about the shuttlecocks needed for the consumers. Unlike JP GOLD, at a single glance, people could see that Sena have their own color scheme and it's own aesthetic, making it eye-catching to a lot of people.
3. Bottle
Product Analysis:
JMT Serai Wangi Multipurpose Spray, is am multipurpose insect repellent/ home spray product with a citronella scent. It is manufactured by Trendcell Sdn. Bhd. (Trading as Jaya Grocer). The product lacks both a visual identity, as it's very hard for the consumers to identify the brand. The current design contains colors that are too vibrant, which gives a low quality feel to the product.
In addition to that, the hierarchy of information isn't clear, and the layout is very poor, as there are too many phrases and unnecessary information provided on the current design. The use of typography is also unsatisfactory, it uses a lot of fonts, both decorative and non-decorative, and it's also colored in various colors like black, red, yellow and white, which decreasing readability.
Market Research:
The target market for this product are adults who have their own home/apartment/unit, as this product is a multipurpose spray used to clean surface and get rid of insects. This product is aims to align with the target market by using phrases and imagery, however too much phrases is added and the image is low in quality and a bit unsuited.
Competitor Analysis:
Fig 1.6, JMT Serai Wangi's competitors, (week 1, 30/9/2025)
Kleenso (left image) and Swipel (right image) are some of JMT's competitors, overall it have a simpler and a more clean look to it, unlike JMT. In addition to that the bottle packaging it also better as the plastic bottle have a designed place for customers to hold the bottle and use it as a spray.
4. Can
Product Analysis:
Narcissus Braised Peanuts, is a brand of braised peanuts that packages it's product in a can for a longer shelf span. The product lacks readability, as the information overlaps with the background image of the peanuts. In addition to that it also lacks a brand identity that makes it stands out among the rest of the canned products.
In addition to that there is a bit of an hierarchy and layout issue as it seems like the brand(Narcissus) and the product name (braised peanuts) competes with each other as they are of the same size. Not only that, there's also words written in Chinese characters which isn't readable to a lot of people as not all of the population in Malaysia understood Chinese. The use of typography is also poor as it uses different types of fonts (could be seen in the first 3 images) which makes it a bit confusing for the consumer to read.
Market Research:
The target market for this product are lower-middle income adults or busy-working adults as canned products have a long shelf life, convenience, and low in cost. This product retails for around RM 2.9, which is considered cheap. It also aligns with the intended target as the background of the packaging is the braised peanuts, however because of this many information isn't readable.
Competitor Analysis:
Fig 1.7, Narcissus Braised Peanuts' Competitors, (week 1, 30/9/2025)
Feedback
Week 1 (Introduction)
Week 2 ( no class was held)
Week 3
general feedback: Include typography, layout, color in the analysis.
Reflections
By doing this task, I have learned to observe my surroundings more. And from my observation I noticed that the packaging of products really matters, especially when it is put on shelfs as it will be placed beside it's competitors. Therefore the packaging of the product must stand out, it's information should also be clear and readable. Packaging not only acts as protective gear for the product, but it also acts as a marketing tool used to communicate with potential buyers.
In addition to that, by analyzing and comparing the competitors of the products selected, I realized that right now brands use a cleaner visual and a more simple layout.
All good to go!
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