Product Packaging

1. Product Packaging Product Packaging

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

3. 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!

4. 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.

5. Introduction to Advertising Packaging Functions Technical Marketing Communicate Display Inform Promote Sell motivate • Contain • Protect • Preserve • Measure • Dispense • Transport • store

6. Product Packaging Typical protect, transport andstorage problems • Vibration • Mechanical shock • Abrasion • Deformation • High/low temperature • Relative humidity • Water • Tampering

7. Product Packaging Different Levels of Packaging System

8. Product Packaging History of PackagingPrimitive Packaging • We do not know what the firstpackage 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.

9. 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.

10. 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

11. 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

12. Product Packaging Evolution of Packaging Roles • • Individual packaging – quality producers wished to identify their particular product, for example • - Schweppes (1792)- Perrier (1863)- Colgate (1873)

13. 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 • • Cellulosefilms(1911) • • Cellophane(1927)

14. 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

15. 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

16. 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

17. 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 by-products (what would normally be wasted i.e. chicken feathers used as fill material, gelatine, animal food, recycled packaging material)

18. 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.

19. Product Packaging Most Used Packaging Materials

20. Product Packaging Most Used Packaging Materials

21. Product Packaging Packaging DesignFactors

22. 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?

23. 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?

24. 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?

25. 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)?

26. 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?

27. Introduction to Advertising 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

28. 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

29. 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

30. Introduction to Advertising Awesome Package Design • INNOVATIVE: the packaging design must be new, unusual, unprecedented and original

31. 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

32. Introduction to Advertising Awesome Package Design • TYPOGRAPHICALLY STRONG: the type on the packaging should be deliberately well-designed

33. 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

34. 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

35. 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 insome way

36. 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

37. 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, environmentally-friendly household cleaning products should come in environmentally-friendly packaging

38. Product Packaging Examples ofAWESOME Packaging

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43. Introduction to Advertising

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49. Introduction to Advertising

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