* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Product Packaging
Survey
Document related concepts
Ad blocking wikipedia , lookup
Ambush marketing wikipedia , lookup
Aerial advertising wikipedia , lookup
Planned obsolescence wikipedia , lookup
Product planning wikipedia , lookup
Product placement wikipedia , lookup
Television advertisement wikipedia , lookup
Advertising campaign wikipedia , lookup
Product lifecycle wikipedia , lookup
Online advertising wikipedia , lookup
Industrial design wikipedia , lookup
Predictive engineering analytics wikipedia , lookup
Advertising management wikipedia , lookup
Transcript
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 1/21/2014 Design for Advertising 2 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