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COURSE

PACKAGING DESIGN SANITARY NAPKINS


PROJECT BRIEF

The brief of the assignment was to design the packaging of a product for a new/ existing/ hypothetical brand. The product I have chosen is sanitary napkins/ pads (an absorbent pad worn by women to absorb menstrual blood) from Whisper (brand).


PROBLEMS WITH THE CURRENT PACKAGING

STIGMA ASSOCIATED WITH THE SANITARY NAPKINS. Not carrying it without putting it in a polythene bag (mostly bag since the visuals are not seen) or wrapping it up in a news paper. If the seller doesn’t have any of the two then the buyer will hesitate/ feel uncomfortable to carry it in the hand, so some people themselves carry a bag if they want to buy sanitary pad. One of the major reson for being uncomfortable is that 40% of the are on FOP is covered with picture of sanitary pads, something that the females use on their private parts. These visuals absoluted doesn’t help in any way in informing anything about the product (it might just give some characteristics at times, but again the visuals are not really of much a help).


VISUALS OF THE PAD ON THE FOP


PROBLEM - ASKING FOR IT AT THE SHOP

At times, the seller becomes a bit hesitant when the buyer asks about ‘sanitary pads’, ‘pads’ or when they just say ‘whisper’ or ‘stayfree’. It becomes a bit awkward to say and hear. Whisper or Stayfree which is the brand name is used to ask for the sanitary napking since the word sanitary napkins is not always understood by the seller. However this happens mostly in the rural areas or smaller shops. WHISPER has never used to the word ‘Sanitary napkins’ prominantly on it‘s frontal packaging so the word ‘Whisper’ has been marketed. The same is the case with Stay Free. People in the store (another customer etc) start looking at me when I ask for a sanitary napkin. - Survey


PROBLEMS WITH THE COLOUR

Sanitary pads are mostly seen in shades of green, pink, blue. WHY? Greens - SERENITY, NATURE, FRESHNESS Pinks - FEMININE, GIRLY, DELICATE Blues - SOOTHING, GENTLE, CALMING However the constant use of these coulours in almost all the packaging from all the brands has given the pack a very obvious look. So, even if I am carrying it in a plastic bag, people will still get to know about it becaus eof it’s vibrancy or even if the there’s some other product witht he same colour, people might mistake it with the pads. The vibrancy of the colour doesn’t really anymore help in giving the feel and effect it aims to give.


MONOTONY OF THE VIUSAL ELEMENTS

To depict the ‘product for females’ feel and delicate and gentelness, floral patterns and shapes are used widly on almost every packaging of every product from all the brands. Other visual elements are the stars, butterflies, silhouette of females in different postures. This being continued over the package, now for a long time, gives a very repelent feel the overall packaging as such. It does’nt anymore five the feel that it intends to.


COLOURS AND TEXTURES


PROBLEMS WITH THE EXTERNAL PACKAGING

Material of the external packaging is very low level plastic which sereves the purpose of air sealing the product inside thus preventing the dirt and other bacteria from getting in. After removing the seal for using th first pad, the rest of the pads in the pack remain open (though they are indivisually packed, so the main package doesn’t really hold any purpose other than just holding the pads.


PROBLEMS WITH THE INTERNAL PACKAGING AND DISPOSAL

When someone going through menstural cramps is carrying an individual pad in her purse then she just can’t allow any other person to access the bad since the packaging of the individual pad is translucent and it becomes a bit embarassing. Also after the use of the pad, the provided polybag is insufficient to cover the bloated pad properly and it fails to cover it completely. As a result, a newspaper or someother paper has to be used to completely cover it before disposing it in the dustbin.


THE COLOUR OF THE EXTERNAL PACKAGE AND OVERALL FEEL OF THE PRODUCT


THE EXISTING USE AND DISPOSAL INSTRUCTIONS

The visuals for the instructions are not properly conveyable.


BOP (BACK OF THE PACK)

The BOP IS pretty cluttered lacking heirarchy in the information and legibility and readability problems in some.


PAD VISUALS DEPICTING THE CHARACYERISTICS - ON THE FOP


BRAINSTORMING

ANNOYING VISUALS

IRRELEVENT VISUALS WRAPPING UP NEED OF BETTER DISPOSAL SOCIETY

PRIVATE PART READIBILITY PROBLEMS

FEMALES SHAPE EMBARASSING DISPOSAL ISSUES

PADS

SANITARY PADS

PAIN

BLOOD LEAKAGE COLOUR TABOO

VIBRANT ESTABLISHED LOOK AND FEEL

MEDICAL

NARROW MINDED USELESS EXTERNAL PACKAGING

OBVIOUS PACKAGING

MONOTONOUS BLOOD


TARGET AUDIENCE

UPPER MIDDLR CLASS Age Group: 14 - 40 Years Students, Working Professionals, Home Makers


MINDMAPPING

UPPER MIDDLR CLASS Age Group: 14 - 40 Years Students, Working Professionals, Home Makers

They know that it is wrong but we are still hesitant to carry it in hand as it is.

They are ready to spend RS 4-10 more on the product if they are getting something more than what the present package is providing. (Extra other uses aswell).

They are ready to try something new, something which is better in packaging and better disposal and few other added features.


MINDMAPPING 02

WHAT IS NEW IN THE PRODUCT?

Better Disposal (Better Polybags)

- More space to cover -Better Sticker - Better machanism to pack (so that another paper is not needed)

Having a sealed bag with a covering flap in the same amount of material

Less embarassing out package to carry

Better storage one you open it

Better Graphics

Ziplock

- No display of pads - Different Colours - Strategy display in a better way - Visuals necessary (Direction of use) - Depicting the medical/ clinical use


PACKAGING CONTENT - INFORMATION

FOP Cost Name Nomenclature Number of pads Kind of Pads Added characteristics - If any - In brief Visuals of the pad - Not required Background Graphic - Colours - Acting as an attracting at the same time a differentiating element - Needs to be better nad subtle BOP Needs a better and structured layout Name Nomenclature Dimension Quantity Product name Visuals showing the properties of the pad QR Code Promotional Advert Line Barcode Cost Direction of use - with better visuals Direction for disposal - with better visuals To your help - Simple accupressure points (excercises) helpful during cramps.


PACKAGING CONTENT - INFORMATION

SIDES OF PACK Product name Manufacturers details Customer Care Cost Number of Pads BOTTOM Nil TOP Brand Nomenclature


PRINTING METHOD

Flexographic and Offset Printing are generally used for printing of the packets.


110 mm

NEW INTERNAL PACKAGING

110 mm

External Packaging Internal Individual Packaging Sanitary Pad Tape

Sealed bag with the same amount of material as in the current packaging prevents leakage of blood and need to wrap another newspaper.


NEW EXTERNAL PACKAGING

Seal Ziplock

125 mm

External Packaging Internal Individual Packaging

125 mm

45 mm

125 mm

45 mm


COLOUR PALETTE

Using subtle earthy colours, giving soothing, calming yet fresh feel to the eyes and during the use. This also solves the existing problem of too much vibrancy and cheap feel.


VISUAL DESIGN - FOP

DRY-MAX

ULTRA DRY WITH WINGS

BEST DRY FEEL PROTECTION ODOUR CONTROL

08

REGULAR PADS

Inclusive of all taxes


VISUAL DESIGN - FOP - EXPLORATIONS

DRY-MAX

ULTRA DRY WITH WINGS

BEST DRY FEEL PROTECTION

DRY-MAX

DRY-MAX

ODOUR CONTROL

DRY-MAX

08

BEST DRY FEEL PROTECTION

BEST DRY FEEL PROTECTION

08

08

REGULAR PADS

ULTRA DRY WITH WINGS

ULTRA DRY WITH WINGS

ULTRA DRY WITH WINGS

ODOUR CONTROL

DRY-MAX

ULTRA DRY WITH WINGS

ODOUR CONTROL

REGULAR PADS

REGULAR PADS

DRY-MAX

ULTRA DRY WITH WINGS

BEST DRY FEEL PROTECTION

Inclusive of all taxes

ODOUR CONTROL

Inclusive of all taxes

DRY-MAX

ULTRA DRY WITH WINGS

DRY-MAX

ULTRA DRY WITH WINGS

DRY-MAX

DRY-MAX

Inclusive of all taxes

DRY-MAX

BEST DRY FEEL PROTECTION ODOUR CONTROL

BEST DRY FEEL PROTECTION ODOUR CONTROL

08

REGULAR PADS

Inclusive of all taxes

08 PADS 80/BEST DRY FEEL PROTECTION

BEST DRY FEEL PROTECTION

BEST DRY FEEL PROTECTION

ULTRA DRY WITH WINGS

ULTRA DRY WITH WINGS

ULTRA DRY WITH WINGS

ODOUR CONTROL

ODOUR CONTROL

ODOUR CONTROL


VISUAL DESIGN - BOP

DIRECTIONS FOR USE

DRY-MAX

280 mm

08 Pads

* AMONGST WHISPER ULTRA AND WHISPER DRY MAX.

1 DRY-MAX COVER FOR THE BEST DRY-FEEL.

2

3

4

1 PEEL OFF THE RELEASE PAPER FROM THE BACK OF THE PAD. 2 STICK THE PAD ON YOUR PANTY CROTCH AND PRESS FIRMLY. 3 PEEL OFF THE RELEASE PAPER FROM THE WINGS.

SUPER LOCK POCKETS WITH GEL CORE THAT RAPIDLY LOCKS IN EVEN THE HEAVIEST FLOW.

4 FOLD THE WINGS AROUND THE SIDES OF YOUR PANTY CROTCH AND PRESS THEM FIRMLY AGAINST THE BACK.

ODOUR CONTROL SYSTEM WITH NATURAL PLANT EXTRACTS HELPS PREVENT ODOUR FOR A FRESH & CONFIDENT FEELING.

DIRECTIONS FOR DISPOSAL 1 WRAP THE PAD IN PAPER AND THROW IT IN A DUSTBIN. 2 TO PREVENT CLOGGING OF DRAINS, DO NOT FLUSH THE PADS.

INDIVIDUALLY PACKED PADS, NOW WITH A BETTER DISPOSAL.

TO YOUR HELP ACCUPRESSURE POINTS FOR MENSTURAL CRAMPS

ALSO TRY WHISPER DRY-MAX ALL NIGHT FOR ALL ROUND PROTECTION THEOUGH THE NIGHT.

First, use your thumb and forefinger to apply pressure to the space between your thumb and index finger on the opposite hand. Next, apply pressure about four finger widths below the knee and between the calf and tibia muscles. Time to move to your back! Place your hands against the back of your tailbone & lay down on them for 2 minutes. This will elevate your pelvis & help relieve pain! Then, remove your hands from your back and apply pressure two inches below your belly button. Press lightly if the sensation is too much for you.

341330 MRP R85/-INCLUSIVE OF ALL TAXES FOR MFD & BATCH DETAILS, SEE BELOW

M 09/2016 P9 1 60 924

Move your hands down a bit and apply pressure to the center of your pubic bone. Are you feeling any better yet? Then, move your hands a half-inch to each side to apply light pressure. This area might be more tender than others. To finish off, move your hands one thumb-width above the pubic bone & two thumb-widths to each side. Apply pressure with your indexfingers for 1 minute.


VISUAL DESIGN - BOP - EXPLORATIONS

DIRECTIONS FOR USE

1

DIRECTIONS FOR USE

2

3

4

1

DIRECTIONS FOR USE

2

3

4

1

2

3

4

1 PEEL OFF THE RELEASE PAPER FROM THE BACK OF THE PAD.

1 PEEL OFF THE RELEASE PAPER FROM THE BACK OF THE PAD.

1 PEEL OFF THE RELEASE PAPER FROM THE BACK OF THE PAD.

2 STICK THE PAD ON YOUR PANTY CROTCH AND PRESS FIRMLY.

2 STICK THE PAD ON YOUR PANTY CROTCH AND PRESS FIRMLY.

2 STICK THE PAD ON YOUR PANTY CROTCH AND PRESS FIRMLY.

3 PEEL OFF THE RELEASE PAPER FROM THE WINGS.

3 PEEL OFF THE RELEASE PAPER FROM THE WINGS.

3 PEEL OFF THE RELEASE PAPER FROM THE WINGS.

4 FOLD THE WINGS AROUND THE SIDES OF YOUR PANTY CROTCH AND PRESS THEM FIRMLY AGAINST THE BACK.

4 FOLD THE WINGS AROUND THE SIDES OF YOUR PANTY CROTCH AND PRESS THEM FIRMLY AGAINST THE BACK.

4 FOLD THE WINGS AROUND THE SIDES OF YOUR PANTY CROTCH AND PRESS THEM FIRMLY AGAINST THE BACK.

DIRECTIONS FOR DISPOSAL

DIRECTIONS FOR DISPOSAL

DIRECTIONS FOR DISPOSAL

1 WRAP THE PAD IN PAPER AND THROW IT IN A DUSTBIN.

1 WRAP THE PAD IN PAPER AND THROW IT IN A DUSTBIN.

1 WRAP THE PAD IN PAPER AND THROW IT IN A DUSTBIN.

2 TO PREVENT CLOGGING OF DRAINS, DO NOT FLUSH THE PADS.

2 TO PREVENT CLOGGING OF DRAINS, DO NOT FLUSH THE PADS.

2 TO PREVENT CLOGGING OF DRAINS, DO NOT FLUSH THE PADS.

TO YOUR HELP

TO YOUR HELP

TO YOUR HELP

ACCUPRESSURE POINTS FOR MENSTURAL CRAMPS

ACCUPRESSURE POINTS FOR MENSTURAL CRAMPS

ACCUPRESSURE POINTS FOR MENSTURAL CRAMPS

First, use your thumb and forefinger to apply pressure to the space between your thumb and index finger on the opposite hand.

First, use your thumb and forefinger to apply pressure to the space between your thumb and index finger on the opposite hand.

First, use your thumb and forefinger to apply pressure to the space between your thumb and index finger on the opposite hand.

Next, apply pressure about four finger widths below the knee and between the calf and tibia muscles.

Next, apply pressure about four finger widths below the knee and between the calf and tibia muscles.

Next, apply pressure about four finger widths below the knee and between the calf and tibia muscles.

Time to move to your back! Place your hands against the back of your tailbone & lay down on them for 2 minutes. This will elevate your pelvis & help relieve pain!

Time to move to your back! Place your hands against the back of your tailbone & lay down on them for 2 minutes. This will elevate your pelvis & help relieve pain!

Time to move to your back! Place your hands against the back of your tailbone & lay down on them for 2 minutes. This will elevate your pelvis & help relieve pain!

Then, remove your hands from your back and apply pressure two inches below your belly button. Press lightly if the sensation is too much for you.

Then, remove your hands from your back and apply pressure two inches below your belly button. Press lightly if the sensation is too much for you.

Then, remove your hands from your back and apply pressure two inches below your belly button. Press lightly if the sensation is too much for you.

Move your hands down a bit and apply pressure to the center of your pubic bone. Are you feeling any better yet?

Move your hands down a bit and apply pressure to the center of your pubic bone. Are you feeling any better yet?

Move your hands down a bit and apply pressure to the center of your pubic bone. Are you feeling any better yet?

Then, move your hands a half-inch to each side to apply light pressure. This area might be more tender than others.

Then, move your hands a half-inch to each side to apply light pressure. This area might be more tender than others.

Then, move your hands a half-inch to each side to apply light pressure. This area might be more tender than others.

To finish off, move your hands one thumb-width above the pubic bone & two thumb-widths to each side. Apply pressure with your indexfingers for 1 minute.

To finish off, move your hands one thumb-width above the pubic bone & two thumb-widths to each side. Apply pressure with your indexfingers for 1 minute.

To finish off, move your hands one thumb-width above the pubic bone & two thumb-widths to each side. Apply pressure with your indexfingers for 1 minute.


VISUAL DESIGN - SIDES AND TOP

DRY-MAX

CONTACT US For Consumer Comments/ Complaints, call CONSUMER RELATIONS on

022-24942113 or Write to Fracter & Gamba Hygiene and Health Care Limited, P&G Plaza, Cardinal Grades Road, Andheri (E), Mumbai-400099 or http://www.pg.com/en_IN/company/ contact-us.html

DRY-MAX

SANITARY PADS WHISPER IS A TRADEMARK OF THE PROTECTOR & GAMBLE COMPANY. Licensed users of the trademarks. PKD & Lot number, see back panel

MRP Rs. 34 only

(Inclusive of all taxes)

Net Quantity 08 N Pads


COMPLETE VISUAL DESIGN

DRY-MAX

DRY-MAX

DIRECTIONS FOR USE

DRY-MAX

DRY-MAX

ULTRA DRY WITH WINGS

280 mm

08 Pads

* AMONGST WHISPER ULTRA AND WHISPER DRY MAX.

1

BEST DRY FEEL PROTECTION ODOUR CONTROL

DRY-MAX COVER FOR THE BEST DRY-FEEL.

2

3

4

1 PEEL OFF THE RELEASE PAPER FROM THE BACK OF THE PAD. 2 STICK THE PAD ON YOUR PANTY CROTCH AND PRESS FIRMLY. 3 PEEL OFF THE RELEASE PAPER FROM THE WINGS.

SUPER LOCK POCKETS WITH GEL CORE THAT RAPIDLY LOCKS IN EVEN THE HEAVIEST FLOW.

4 FOLD THE WINGS AROUND THE SIDES OF YOUR PANTY CROTCH AND PRESS THEM FIRMLY AGAINST THE BACK.

ODOUR CONTROL SYSTEM WITH NATURAL PLANT EXTRACTS HELPS PREVENT ODOUR FOR A FRESH & CONFIDENT FEELING.

DIRECTIONS FOR DISPOSAL 1 WRAP THE PAD IN PAPER AND THROW IT IN A DUSTBIN. 2 TO PREVENT CLOGGING OF DRAINS, DO NOT FLUSH THE PADS.

08

INDIVIDUALLY PACKED PADS, NOW WITH A BETTER DISPOSAL.

REGULAR PADS

TO YOUR HELP ACCUPRESSURE POINTS FOR MENSTURAL CRAMPS

ALSO TRY WHISPER DRY-MAX ALL NIGHT FOR ALL ROUND PROTECTION THEOUGH THE NIGHT.

First, use your thumb and forefinger to apply pressure to the space between your thumb and index finger on the opposite hand. Next, apply pressure about four finger widths below the knee and between the calf and tibia muscles. Time to move to your back! Place your hands against the back of your tailbone & lay down on them for 2 minutes. This will elevate your pelvis & help relieve pain!

CONTACT US For Consumer Comments/ Complaints, call CONSUMER RELATIONS on

022-24942113 or Write to Fracter & Gamba Hygiene and Health Care Limited, P&G Plaza, Cardinal Grades Road, Andheri (E), Mumbai-400099 or http://www.pg.com/en_IN/company/ contact-us.html

Then, remove your hands from your back and apply pressure two inches below your belly button. Press lightly if the sensation is too much for you.

SANITARY PADS WHISPER IS A TRADEMARK OF THE PROTECTOR & GAMBLE COMPANY. Licensed users of the trademarks. PKD & Lot number, see back panel

MRP Rs. 34 only

Inclusive of all taxes

(Inclusive of all taxes)

Net Quantity 08 N Pads

341330 MRP R85/-INCLUSIVE OF ALL TAXES FOR MFD & BATCH DETAILS, SEE BELOW

M 09/2016 P9 1 60 924

Move your hands down a bit and apply pressure to the center of your pubic bone. Are you feeling any better yet? Then, move your hands a half-inch to each side to apply light pressure. This area might be more tender than others. To finish off, move your hands one thumb-width above the pubic bone & two thumb-widths to each side. Apply pressure with your indexfingers for 1 minute.


EXPANDIBILITY

DRY-MAX

DRY-MAX

BEST DRY FEEL PROTECTION

LONG LASTING PROTECTION

08

08

ULTRA DRY WITH WINGS

ODOUR CONTROL

REGULAR PADS

Inclusive of all taxes

ULTRA CLEAN W WINGS

ODOUR CONTROL

EXTRA LARGE PADS

Inclusive of all taxes

SOFT SKIN

ALL NIGHT

BEST COMFORT & PROTECTION

BEST NIGHT PROTECTION

08

08

ULTRA SOFT W WINGS

ODOUR CONTROL

REGULAR PADS

Inclusive of all taxes

ULTRA NIGHT W WINGS

ODOUR CONTROL

EXTRA LARGE PADS

Inclusive of all taxes


ALL NIGHT

SOFT SKIN

DRY-MAX

DRY-MAX

VISUAL DESIGN - INTERNAL PACKAGING


THANK YOU

HARSHAL DUDDALWAR SEM 6, GD

Profile for Harshal Duddalwar

Packaging Design for Sanitary Napkins  

Packaging Design for Sanitary Napkins  

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