Final Compilation & Reflection (Major Project)
23 April 2024 - 23 July 2024 ( WEEK 01 - WEEK 14)
Chin Zhi Xian / 0344352
Major Project
Final Compilation & Reflection
INSTRUCTIONS
Major Project
- Our Design Research Dissertation Projects
- Client Work
-
Any chosen topic, that we'll address:
a. Purposeb. Beneficiariesc. Problem-solving objectives
Week 02 (30/04/2024)
Figure 1.1
Figure 1.2
Week 03 (07/05/2024)
Figure 1.3
Logo Name:
I need to clarify the reasoning behind naming the brand "CHA NING" and how it phonetically resembles "CHARMING." It's essential to ensure that this similarity doesn’t lead to misinterpretation, particularly among non-Chinese speakers. I'll make it clear that "CHA NING" holds its own distinct meaning and is not intended to imply "CHARMING."
Touch Points:
To emphasize the cultural significance of incorporating Chinese paper-cut art into my packaging design, I'll focus on how this art form not only reflects the pastries’ cultural roots but also connects emotionally with the audience. In the context of Malaysia’s gift-giving culture, I'll differentiate my brand by offering personalized or artisan gift boxes that leverage Chinese cultural artwork, creating a deeper emotional engagement with consumers.
Additionally, I'll explore the concept of gift-giving in Malaysia, focusing on themes like generosity and the country’s multiracial identity. My beautifully packaged pastries, such as mooncakes or pineapple tarts, will contribute to this tradition. By personalizing each pastry through specific stories or themes conveyed through paper-cut art, I can ensure that the packaging serves a purpose beyond aesthetics.
Research Problem:
I'll address the gap in personalized gift-giving options in Malaysia by using Chinese paper-cut art to foster emotional connections and cultural significance in gift-giving. This project will also link to current societal issues in Malaysia, promoting unity and the Malaysian spirit through culturally enriched gift-giving.
Brand Background:
I will research the concept that "people eat with their eyes first" to underline the importance of appealing presentation. This will help me explain why my packaging is designed to be visually attractive and culturally meaningful, positioning "CHA NING" as a traditional Chinese pastry brand that enhances the taste experience with beautifully presented pastries and intricate packaging.
Brand Vision:
I will begin by discussing the importance of gift-giving and thoughtful packaging. Then, I'll introduce the use of paper-cut art, ensuring the concept integrates seamlessly with the product, focusing first on the pastries and then on their artistic presentation.
Target Audience:
I will identify gift-givers as the primary audience, alongside niche groups that value artisan products and cultural relevance. By targeting these groups, I can ensure my brand resonates with those who appreciate the finer details and cultural connections.
Unique Selling Point:
I'll leverage Malaysia’s multiracial and generous culture to market my culturally rich, beautifully packaged pastries. This will create a unique selling point that reflects the diverse and generous nature of my target audience.
Competitor Analysis:
I'll examine existing competitor packaging and highlight the lack of personalization and cultural references. To stand out, I will focus on the emotional and personalized connection my brand offers. I'll also decide whether to position my product as a general offering or an exclusive one. Considering both a general commercial line and a limited edition VIP line with distinct packaging variations will allow me to cater to different market segments. I'll ensure that the exclusivity of my product is conveyed through the use of paper-cut art, drawing customers by creating meaningful connections.
Final Considerations:
My priority will be on the product first, then focus on packaging, target audience, and the purpose behind it. I'll ensure all aspects of the project are integrated and clearly communicated, highlighting the unique cultural and emotional value my brand offers.
Week 04 (14/05/2024)
Figure 1.4
In my Week 4 consultation, I was advised to replace the word "transform" with "inspire" in the Brand Vision section. This change helps to create a more positive and motivating tone.
Persona User:
I included the difficulty in finding high-quality gifts as a key frustration in the Persona User profile, following the suggestion to better reflect the needs and challenges of my target audience.
Product:
For the Product section, I emphasized that "CHANING celebrates the diversity in Malaysia" and outlined the major products offered. Additionally, I adjusted the phrasing to "CHANING aims to" instead of "I'll be using" to more clearly present the brand's intentions and goals.
Week 05 (21/05/2024)
"CHANING" is positioned as the maker of 3 culture pastries, offering the same products packaged for Chinese, Malay, and Indian celebrations. To ensure clarity about what my shop offers, I was advised to specify a descriptive line like "We eat with our eyes as well as our mouths."
Figure 1.5
SWOT Analysis:
Strengths:
I've successfully established my brand and clearly articulated the rationale behind the project.Weaknesses:
Alongside the concern of low market visibility, I need to address design and brand weaknesses. Visual brand saturation is a potential issue, especially with similar brands like "Hock Bee Bing Jia" that also use Chinese motifs and Roman letters, which could dilute the uniqueness of my brand.Opportunities:
There's an opportunity to appeal to tourists interested in cultural experiences. Emphasizing the use of paper-cut motifs in my branding can help counter the weaknesses and create a unique position in the market.
Proposal:
I plan to include a detailed description of the outputs I intend to produce beyond packaging, such as other collection series and stationery. I'll also prepare to display these outputs during exhibitions to showcase the full scope of my project.
Packaging:
I'll carefully consider the construction of my packaging box to ensure it aligns with my branding and meets the product's needs.
Week 6 (28/05/2024)
Key Points Discussed:
Packaging Design and Structure:
- The initial design for the daily box was adjusted due to size and functionality issues. To address this, I will ensure that the prototype is constructed properly to test its integrity and structure, especially for the larger boxes with different sections. I'll use stiffer paper, like artboard, for the prototype to ensure it stands properly.
Materials and Suppliers:
- The laser cutting and printing processes have been confirmed, with a focus on finding the best prices and quality. I plan to visit Makerspace to explore machinery options and potentially compete for usage with others.
Brand Identity and Visuals:
- It's important to secure social media handles for the brand, as emphasized in our discussion. The rationale for my design choices was appreciated, particularly how they align with the brand’s vision. Additionally, we've added descriptive phrases like "cultural harmony pastry" to the brand's tagline to better convey the brand's essence.
Execution and Timeline:
- I completed the survey and price discussion with suppliers and updated the progress chart accordingly. Emphasizing the importance of showing progression and rationale in design changes, I was advised to focus on the execution of design elements such as posters, social media ads, and merchandise. Additionally, I'll be preparing 3D renders or illustrations of the packaging to provide realistic visuals of the final product.
Next Steps:
- I'll finalize the size and structure of the packaging and create 3D renders using Illustrator if my laptop cannot handle heavier software. Additionally, I'll ensure that the brand guideline, including mock-ups, social media, and merchandise designs, is ready.
Suggestions:
Ms. Anis suggested including a slide explaining the design rationale, tying the minimalist and elegant style to the brand’s concept of cultural pastries. She also advised confirming the timeline and prioritizing tasks to ensure all elements are ready for the proposal and exhibition.
Week 07 (04/06/2024)
Prototype and Packaging Design:
In my Week 7 consultation, it was acknowledged that I've created multiple versions of the packaging, with the latest one being successful. However, issues with earlier versions included problems with closing the prototype and measurement inaccuracies. For the laser-cut version, I was advised to confirm the cutting lines and ensure technical aspects like measurements are accurate. Consulting Mr. Shamsul for technical advice, particularly regarding cutting details, was recommended.
I was advised to provide a short description of what each cultural pattern—Chinese, Malay, and Indian—implies when incorporating them into the design. This approach will make my presentation more convincing. Additionally, I should consider how to explain these cultural elements to better convey the concept and sell the idea.
Ms. Anis noted that using a white envelope is considered bad luck in Chinese culture, as it is typically associated with funerals. She recommended that I change the envelope color to black, which is more culturally appropriate.
It was emphasized that finalizing the packaging and product design is crucial, especially for the centerpiece box that will stand out in the exhibition booth. The box should be eye-catching and reflective of the brand. Adding a window cut-out or a splash of color (like burgundy red) was suggested to indicate that it contains food.
Consultation and Next Steps:
Before finalizing the packaging design, I should consult Mr. Shamsul for advice on technical aspects such as paper type and structure. My next steps include addressing issues with the white money packet and developing the centerpiece display for the exhibition.
Ongoing Progress:
It was noted that I am progressing well compared to other groups. However, it’s important to stop developing other merchandise and focus on the main packaging and display elements.
Week 08 (11/06/2024)
Week 09 (18/06/2024)
Week 10 (25/06/2024)
Poster and Social Media:
Poster Layout:
The layout of version 3 was appreciated, with the suggestion to place the Roman (English) text horizontally instead of vertically to enhance readability. The Chinese text can remain vertical, while the Roman text should fill the negative space under the big mooncake.Social Media Post:
I was advised to add information such as pricing and promotion titles to the poster. The social media posts are still in the design phase.
Packaging:
Deepavali Motif:
Ms. Anis recommended using Kolam motifs with elements like lotus and peacock for the Deepavali packaging. She discouraged using palm oil motifs, as they are not engaging.Resizing and Printing:
We discussed resizing my packaging design due to printer limitations. Ms. Anis emphasized the importance of a clean and neat presentation for the packaging, especially since it will be physically presented.
Final Presentation:
Physical Presentation:
Ms. Anis expects a physical presentation and advised me to showcase at least one finished packaging box. She mentioned that this would help create hype for my project, so I should bring my physical work instead of just slides.Project Timeline:
For the final presentation, Ms. Anis suggested including a timeline in my slides that outlines what I have completed so far and what remains to be done.
Week 11 (02/07/2024)
Presentation Week Feedback:
Mr. Zoe: He suggested that I could incorporate paper-cut art elements directly into the daily packaging, rather than just applying pattern graphics. While he understood my intention to keep the design minimalist, he encouraged exploring additional ways to integrate these elements effectively.
Mr. Kannan: He recommended that my poster design should include the products together rather than separating them. This approach would better convey the theme of unity and the celebration of Malaysian traditions, aligning with the overall concept of my project.
Mr. Asrizal: He advised changing the English typeface used in my design, as Montserrat was deemed unsuitable for the visual style I’m aiming for.
Week 12 (09/07/2024)
Poster and Social Media Designs:
Poster for Three Cultures:
The design emphasizes unity in diversity by showcasing three different cultures in the packaging. Ms. Anis noted that this approach has been visually enhanced using Blender and Photoshop.Visual Quality:
Ms. Anis appreciated the visual quality of the Deepavali and Hari Raya posters, noting that they were better than the Chinese one, which had some issues with broken parts and lighting.Mock-ups and Social Media:
Mock-ups for the posters are ready, and there are additional designs for social media posts, with some still in progress.
Future Steps:
Focus on Main Deliverables:
Ms. Anis emphasized the need to complete the centerpiece packaging before moving on to smaller details like keychains.Next Week's Goal:
The goal is to have the packaging box ready by next week, showing continued progress.
Week 13 - Week 16 (16/07/2024 - 06/08/2024)
Reflection
Experience
In the initial stages of my major project, I faced challenges in clearly identifying and articulating the core issues my project aimed to address. The feedback from Mr. Asrizal was instrumental in guiding me back to my dissertation to uncover deeper, more meaningful problems related to my theme. This process was enlightening and crucial for refining the project's direction.
Working closely with Ms. Anis further shaped the project's trajectory. Her detailed feedback on various aspects, from the brand name "CHA NING" to the incorporation of cultural elements like Chinese paper-cut art, pushed me to think more critically about the cultural and emotional connections my project could create. The iterative nature of our consultations, particularly concerning packaging design and brand identity, was a valuable learning experience that taught me the importance of adaptability and attention to detail in the design process.
Observation
Throughout this project, I observed the importance of aligning every design decision with the brand’s vision and target audience. Ms. Anis's advice to not just focus on aesthetics but also on cultural relevance and emotional engagement was a key takeaway. This observation was particularly evident in the development of packaging that not only looks visually appealing but also tells a story and connects with the diverse cultural fabric of Malaysia.
Additionally, the feedback from my peers and other lecturers, such as Mr. Zoe and Mr. Kannan, highlighted the importance of integrating cultural elements seamlessly into the design. Their insights into typography and the use of paper-cut art reinforced the need for cohesion between the visual elements and the overall brand narrative.
Findings
Through this process, I found that the success of a design project lies not just in the visual outcome but in the depth of research and the cultural understanding that underpins it. The feedback I received consistently emphasized the need to go beyond superficial design and delve into the cultural and emotional aspects that resonate with the target audience.
Moreover, I discovered the significance of iteration in design. The multiple revisions of the packaging and branding elements, guided by continuous feedback, were crucial in refining the project to meet the intended objectives. This iterative process also revealed the value of collaboration and consultation with mentors who provided diverse perspectives and technical advice that were instrumental in overcoming design challenges.
Conclusion
Overall, this project has been a journey of exploration, reflection, and growth. The guidance from my mentors, coupled with my observations and findings, has significantly enhanced my understanding of the intersection between design, culture, and emotional engagement. Moving forward, I am more equipped to approach design projects with a holistic mindset, ensuring that every element contributes meaningfully to the overarching brand narrative.
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