MA Design Management 2013-14 Design Strategy Module DES7001
by : Panita Rerkpitivit Student ID : 13178616 tutor : Caroline Norman date : 9 January 2014 1,184 words
Content Introduction Paula’s Choice : The Former Packaging Paula’s Choice : The Problem Paula’s Choice : The New Design Summary References Bibliography Appendices A Appendices B Page A 1 2 3 4 7 8 9 13 14
Page Fig 01 : The old package Fig 02 : The collections that divied by colour. Fig 03 : The reuasble pump Fig 04 : Sample of customer’s feedback Fig 05 : The New design Fig 06 : The Comparison between old and new design Fig 07 : Sample of others collections Fig 08 : The new three sections. Fig ...view middle of the document...
Moreover, the important distribution method of this brand is online store. For this reason, Paula’s Choice is not well-known in wide area. The customers of this brand are people who face the skin problem, using the internet and/or know Paula Begoun. However, the reputation of Paula is not extensive as well. The brand addresses the strategies that include conveying the story behind the brand, expanding Paula Begoun reputation as cosmetic cops, creating the online buzz via social media such as facebook, youtube and online blogger.
Paula’s Choice : The Former Packaging
The design of packaging is influenced by the brand identity. According to the interview with the web designer, Amy Huber said “the design work is simple because the product is simple and without any extra un-needed ingredients ” Furthermore, This brand claims that all skin cares are formulated by the expert. For this reason, the concept of package design communicate clean and simple to remind the clinical and expert look and feel. The package container of all products are opaque pumps or tubes which many researches show that can keep beneficial of ingredient longer. This is because the skin care ingredients are not stable. They break down when they exposed to light and air.
Fig 01. The old package ( pupesosweet,2010 )
The product processes for labeling are simple : one colour screening on the white plastic. Aliotta (2013) claims that, if you need a clean design, our attention must go to the typography details and to balancing the content with images. The use of color is really limited. Thus, the designer also use this method. They use one weight san serif typeface, lay out in centered, on white background to perceive the clinical look. In addition, Scott-Kemmis (2013) also show that the white colour can create the impression of cleanliness, purity, efficiency or simplicity. And, Cousins (2013) said, the san serif has modern, clean, friendly and minimal feeling. The colour is used as the tool to divide the collections of skin care.
Fig 02. The collections that divied by colour. ( pupesosweet,2010 ) 2 Design Strategy Module DES7001
Paula’s Choice : The Problem
The customer has bad feedback for a quality of skin-care bottle. They claim that bottle’s lid always came off and the skin care splash easily. The brand solved this problem by selling the reusable pump which mean that the customer had to pay more money. In the labeling design, the simple design is too simple and dose not represent the expert feel. There is not informations to user to learning about the product. It affected to the brand image that look cheaper and non professional.
Fig 03. The reuasble pump ( pupesosweet,2010 )
Fig 04. Sample of customer’s feedback ( Makeupalley ,2009 ) Paula’s Choice 3
Paula’s Choice : The New Design
In 2010, the brand launched the new package design. The labeling design and shape of bottle was modified. The shape of bottles changed from the...