Download Product Packaging

Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
After this lecture you should be able to:
• describe what packaging is
• give examples of levels of packaging systems
• describe how the industrial revolution lead to modern
packaging
• discuss the relations between packaging and the
development of a country
• give examples of packages made from the most common
packaging materials
1/21/2014 Design for Advertising 2
Product Packaging
What is Packaging?
• A coordinated system of preparing goods for
transport, distribution, storage, retailing and use.
• Packaging is a
– complex
– dynamic
– scientific
– artistic
– controversial
business function
• Needs a PRODUCT!
1/21/2014 Design for Advertising 2
Product Packaging
Packaging Definition
“Packaging” shall mean all products made of any
materials of any nature to be used for the containment,
protection, handling, delivery and presentation of goods,
from raw materials to processed goods, from the
producer to the user or the consumer. “Non-returnable”
items used for the same purposes shall also be
considered to constitute packaging.
1/21/2014 Design for Advertising 2
Product Packaging
Packaging Functions
Technical
•Contain
Marketing
•Communicate
•Protect
•Display
•Preserve
•Inform
•Measure
•Promote
•Dispense
•Sell
•Transport
•motivate
•store
08/28/2012 Design for Advertising
Introduction to Advertising
Typical protect, transport and
storage problems
• Vibration
• Mechanical shock
• Abrasion
• Deformation
• High/low temperature
• Relative humidity
• Water
• Tampering
1/21/2014 Design for Advertising 2
Product Packaging
Different Levels of Packaging System
PRIMARY:
Consumer/ Sales
SECONDARY:
Retail/Group
TERTIARY: Transport
1/21/2014 Design for Advertising 2
Product Packaging
History of Packaging
Primitive Packaging
We do not know what the first
package was
– Containment and carrying devices
– Fabricated sacks, baskets and bags
made from materials of plant or animal
origin
– Hollow glass objects in about 1500 B.C.
– Making of olive oil amphora in Greece
about 250 B.C.
1/21/2014 Design for Advertising 2
Product Packaging
History of Packaging
From Rome to Renaissance
• Glass blow pipe invented in about 50 B.C.
• Paper made in China in about 105 A.D.
• Printing from woodcuts in about 700-800 A.D.
1/21/2014 Design for Advertising 2
Product Packaging
History of Packaging
Industrial revolution
• Rural agricultural workers migrated into cities
• Inexpensive mass-prodduced goods became available
to a large segment of the population
• Factory workers needed commodities and food
• Many new shops and stores opened
• Some industries located in non-agricultural areas
1/21/2014 Design for Advertising 2
Product Packaging
Evolution of Packaging Roles
• RURAL COMMUNITIES – Barrels
• CITY DWELLERS – Smaller quantities required
• Shops adapt the bulk delivery system
• First pre-packaged products – medicines, cosmetics,
teas, liquors and other expensive products
1/21/2014 Design for Advertising 2
Product Packaging
Evolution of Packaging Roles
• Individual
packaging – quality
producers wished to
identify their
particular product,
for example
- Schweppes (1792)
- Perrier (1863)
- Colgate (1873)
1/21/2014 Design for Advertising 2
Product Packaging
Evolution of Packaging Roles
• Early packages or wrappings for higher cost goods
applied the evolving printing and decorating arts
• Plastic packages occur in the early 1900s
• Cellulose
films
(1911)
• Cellophane
(1927)
1/21/2014 Design for Advertising 2
Product Packaging
Evolution of Packaging Roles
• In department stores with thousands of products, staff
had little knowledge of the products
– The package had to inform the purchaser
– The package had to sell the product
1/21/2014 Design for Advertising 2
Product Packaging
Packaging in the late 20th century
•1950s
– fast food outlets appear
– convenience and prepared food packages
– plastics available as packaging material
• 1970s
– child-resistant closures, tamper-evident closures,
labeling laws
– microwave food, yogurt, bottled water
• Last decades of the 20th century to now
– ageing population
– smaller families, single person house-holds
– convenient and fast for the urban dweller
1/21/2014 Design for Advertising 2
Product Packaging
Modern Packaging
•High proliferation of goods
– Packaging forced to the role of purchase motivation
rather than just presenting the product
– Marketers aimed at features and advantages beyond
the product itself
– New concern is removal of debris generated by
consumer society and impact on ecology consumer
society and impact on ecology
– Sustainable development of packages
1/21/2014 Design for Advertising 2
Product Packaging
World Packaging
• Development of the packaging level is an indicator of
the wealth of the country
• Packaging
– reduces food prices
– preserves, protects and transports food
– enables an industry that recovers value from food byproducts (what would normally be wasted i.e. chicken
feathers used as fill material, gelatine, animal food,
recycled packaging material)
1/21/2014 Design for Advertising 2
Product Packaging
Packaging Matters
• When asked about drink choices at school, 51% of
those surveyed said that they would choose milk over
other beverage options when milk was presented in a
plastic bottle. When milk was presented in a paper
carton, only 24% of the students said they would choose
milk over the other options.
• Students described the milk in plastic bottles as cool,
trendy stylish new and fun to drink. They described the
paperboard carton as old fashioned.
Kids drink more milk when the right package is
offered.
1/21/2014 Design for Advertising 2
Product Packaging
Most Used Packaging Materials
1/21/2014 Design for Advertising 2
Product Packaging
Most Used Packaging Materials
1/21/2014 Design for Advertising 2
Product Packaging
Packaging Design
Factors
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Product Packaging
5 Ps of Marketing Questionnaire
•Product
•What is the product? What is the packaging concept?
•How does the packaging reflect the product? Is it designed to
explain the product or to make you guess? Can you see the
product through the packaging?
•Pay attention to package size, shape, closures, folds,
textures, flexibility, safety, resilience, etc.
•What kind of packaging materials are used? Wood? Glass?
Plastic? Environmentally-friendly? Recycled?
•What graphics are used? Are they visually bold?
Typographically-strong? Have an 80s vibe?
•Are packaging colors appropriate to the product?
1/21/2014 Design for Advertising 2
Product Packaging
5 Ps of Marketing Questionnaire
•Price
•Is it expensive?
•Cheap?
•Who can afford it?
•Who actually buys it?
•Is it on sale?
•Is there a price promotion (eg. 2 for 1)?
•How does the price compare to other similar products?
1/21/2014 Design for Advertising 2
Product Packaging
5 Ps of Marketing Questionnaire
•Placement
•Is it in the correct aisle?
•Is it on the top shelf where it’s hard to reach?
•Bottom shelf where it’s hard to see?
•In the front of the supermarket in a highly visible place?
•Is it in a special product display (eg. A tin-can pyramid)?
•Is there point-of-sale promotional material around it?
•Is it next to similar/ competing products?
•Is it given a lot of space? Or are there just two on the shelf?
1/21/2014 Design for Advertising 2
Product Packaging
5 Ps of Marketing Questionnaire
•People
•Who is the target audience? Is the packaging appropriate to
target audience?
•Who actually buys it?
•Are people used on the packaging to promote the product?
•Is there a salesperson promoting the product (eg. Giving a
product demonstration)?
1/21/2014 Design for Advertising 2
Product Packaging
5 Ps of Marketing Questionnaire
•Promotion
•What advertising methods are used?
•Do the price, graphics, placement, people promote sales?
•Are promotional mechanisms appropriate or effective?
•Is the packaging promotional?
1/21/2014 Design for Advertising 2
Product Packaging
Good Package Design
• Practical – does it protect the product adequately? Does it open
easily? Does it facilitate the user if he/she needs to pour, view, smell,
reseal (etc) the product?
• Relevant to the product and consumer – kids product should be
packaged to attract kids: colorful, large lettering, animated, etc
• Gives the viewer pleasure
– Is it provocative, witty,
fun, attractive, trendy?
• Efficient – economically,
space-wise
• Unique
• Imaginative
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
Factors to consider in deciding if package design is awesome:
• concept/idea
• graphic design
• Typography
• Colors
• Materials
• Construction
• Shape
• Closures
• folds, diecuts etc
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
UNIQUE: the packaging must be different from, and
stand out from other packaging of similar products,
and competing products
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
INNOVATIVE: the packaging design must be new,
unusual, unprecedented and original
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
COLOR-APPROPRIATE: packaging should feature
strong, smart use of aesthetically-pleasing colors
appropriate to the brand, product and packaging
idea
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
TYPOGRAPHICALLY STRONG: the type on the
packaging should be deliberately well-designed
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
COMPOSITIONALLY
STRONG: the layout of
the elements on the
packaging should show
good application of
spatial composition
design concepts like
balance, harmony,
negative-space
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
RHETORICALLY CREATIVE: the text or wording on
the packaging used to describe the product should
be creative and unique
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
CONCEPTUALLY
CLEVER: the
idea behind the
design should
be evident. It can
be clever or witty or
fun or aggressive
or lovey-dovey or
business-like --it should be
emotionally
evocative in
some way
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
CREATIVELY
CONSTRUCTED:
the shape and form
of the packaging,
as well as how it
folds and/or opens
and closes should
be intuitive,
interesting and
appropriate to the
concept behind the
packaging
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Package Design
MATERIAL-APPROPRIATE:
the materials used to
construct the packaging
should communicate the
same concept that the
product and packaging
design communicates. For
example, environmentallyfriendly household cleaning
products should come in
environmentally-friendly
packaging
08/28/2012 Design for Advertising
Introduction to Advertising
Examples of
AWESOME Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
08/28/2012 Design for Advertising
Introduction to Advertising
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
08/28/2012 Design for Advertising
Introduction to Advertising
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
1/21/2014 Design for Advertising 2
Product Packaging
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
Awesome Label Designs
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
Product Packaging:
How to start
1/21/2014 Design for Advertising 2
Product Packaging
Package Design:
What to Include?
08/28/2012 Design for Advertising
Introduction to Advertising
What would the flat design look like?
08/28/2012 Design for Advertising
Introduction to Advertising
What would the flat design look like?
08/28/2012 Design for Advertising
Introduction to Advertising
What would the flat design look like?
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
Examples from Previous Classes
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising
08/28/2012 Design for Advertising
Introduction to Advertising