Exploring Packaging Design
Li, Tao (2014)
Li, Tao
Laurea-ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120820308
https://urn.fi/URN:NBN:fi:amk-2017120820308
Tiivistelmä
With markets becoming global, today’s new trend on home-made business in China is bakeries, for people who insist on quality and novelty products. However, the market starts getting similar as competitors are baking similar products. This brings out the challenge on effectively drawing customers’ attention and leading into a unique brand experience. Our partner company Angelluna’s coffee & bakery is a home-made bakery that offers high quality products, but the lack of knowledge on packaging and branding has caused a divergence between perceived value and price. The purpose of the thesis aims to research for understandings of packaging design and how to improve packaging for brand values. The goal of the thesis is to provide Angelluna’s coffee & bakery insights, suggestions, and examples on choosing better packages to make the value of its baking products weigh better.
Packaging provides a surface upon which to communicate information about the product and the brand. It performs more than simply containing a product, and it can have a great impact in differentiating and ultimately achieving the goals of a brand. The thesis explores packaging design in four major aspects: packaging convenience, packaging cost, branded packaging communication and customer needs. With the selected contemporary packaging design examples throughout the thesis, it emphasises not only the primary function of packaging aslo the importance of attibutes and experience in packaging.
The practical part starts with participant observation to understand the issue the partner company has, and an illustation of the project development framework. With a customer- oriented marketing theory of packaging design being said in previous chapters, the practical part introduces the business environment of China and the products of the partner company. Based on Energizer Pyramid and observational research, the author suggests a pacakging specification that could be applied in partner company. The project further develops when visiting a well-known finnish bakery for qualitative interviewing. The interview better explains the current packaging norm in the finnish market and the details of that branded bakery’s packaging. Meanwhile, customer surveys are given to partner company’s customers, with an anlysis of reflecting problems and customer voices. The overview of Angelluna’s coffee & bakery’s packaging features in the marketplace is illustrated in a product competitive analysis among competitive to assess its own strengths and weakness. The thesis uses both qualitatve and quantitive search methods for all the development tasks carried above.
As a result of the development study, It is suggested that Angelluna’s coffee & bakery could adopt the use of simple and foldable boxes (figure 30) with crafted copywriting to improve the bakery’s brand value, especially for smaller portion of the desserts. From the analysis of customer surveys, It is worthy paying attention to use firm structed boxes with right dimension and viewable side(s), and to improve current graphics. The graphics in a modern trend can be as simple as plain words or even stickers. The graphics and motif has to match the whole branding promise the business wants to deliver.
Packaging provides a surface upon which to communicate information about the product and the brand. It performs more than simply containing a product, and it can have a great impact in differentiating and ultimately achieving the goals of a brand. The thesis explores packaging design in four major aspects: packaging convenience, packaging cost, branded packaging communication and customer needs. With the selected contemporary packaging design examples throughout the thesis, it emphasises not only the primary function of packaging aslo the importance of attibutes and experience in packaging.
The practical part starts with participant observation to understand the issue the partner company has, and an illustation of the project development framework. With a customer- oriented marketing theory of packaging design being said in previous chapters, the practical part introduces the business environment of China and the products of the partner company. Based on Energizer Pyramid and observational research, the author suggests a pacakging specification that could be applied in partner company. The project further develops when visiting a well-known finnish bakery for qualitative interviewing. The interview better explains the current packaging norm in the finnish market and the details of that branded bakery’s packaging. Meanwhile, customer surveys are given to partner company’s customers, with an anlysis of reflecting problems and customer voices. The overview of Angelluna’s coffee & bakery’s packaging features in the marketplace is illustrated in a product competitive analysis among competitive to assess its own strengths and weakness. The thesis uses both qualitatve and quantitive search methods for all the development tasks carried above.
As a result of the development study, It is suggested that Angelluna’s coffee & bakery could adopt the use of simple and foldable boxes (figure 30) with crafted copywriting to improve the bakery’s brand value, especially for smaller portion of the desserts. From the analysis of customer surveys, It is worthy paying attention to use firm structed boxes with right dimension and viewable side(s), and to improve current graphics. The graphics in a modern trend can be as simple as plain words or even stickers. The graphics and motif has to match the whole branding promise the business wants to deliver.