Product packaging design is the
communication between the product and customers. It can relay the uses, the
impression, and the expected outcome to them. It is also considered as an
indispensable marketing tool to compete with competitors in terms of product
development of both local and international brands (Trending Packaging, 2015). Product packaging
is a prominent factor in businesses especially to the extent of determining the
success or failure of an organization as it acts as a product differentiation
from competitors. An example would be Tiffany & Co. It uses robin’s
egg-blue boxes to store the jewellery for every customer that makes a purchase
and thus, the colour concept left an even iconic and memorable experience for
the customers as compared to their products (Conran, 2014).  It is the way of how customers remember the
brand through the packaging, design and the concept of it.

Currently, there are more purposes that
product packaging design serves as. It has the ability to communicate with
consumers, enhancing the core product, and promoting the product with the use
of visual experience, and consumer experience. With the growing market and advanced
technology, packaging can no longer be as simple as just packing a product with
just words. Initially, the use of packaging only applies to luxury products as
the materials used for packaging were relatively expensive, but now, it is a
must in selling products so as to attract and retain customers. Over the years,
consumers have also requested packaging to be environmentally friendly while
having a creative design on the packaging. A successful example will be
Starbucks whereby they uses recycled material for their paper bags, cup
sleeves, etc. and with their simple packaging design, many consumers are
attracted to it.


1.1 What is Creativity?

In the traditional days, people viewed
creativity as simple and easy as it could be whereby in the case of it, will
involve only three elements which are the creator, product, and the audience. Whatever
product that is produced and deemed as creative in the past, the audience would
always associate it with the creator. There are many different forms of showing
creativity and not necessarily be a physical product such as songs and
incorporating elements into products like technology, art, etc. It is evaluated
by the audience if the products produced are creative or not and it all refers
to being unique whereby nobody has ever thought of it. In this article,
creativity is defined as “the process by which a cognitive agent acquires
a novel perspective that is useful to it in some way by interacting with an
object or situation” (Indurkhya
& Bipin, 2012).
It implies that the creator associate usefulness along with a product to bring
convenience to people. In a study, it identified the critical elements of creation
of an individual which are attitude, interest, motivation,  and popularity. In order to have a creative
thinking style towards solutions, it will be best for individuals to possess
the elements as mentioned above. It will unleash the potential creativity
capacity of them. Besides these elements, the way in which individuals are
raised which are normally categorised by countries has an impact in how they
show their creativity (Rudowicz
& Yue, 2000).


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