-is an important factor in any retail environment -is a key item in most marketing strategies -consumers react immediately to packaging shapes when making decisions on which product to buy. -different product categories are often recognised by their characteristic form (E.g. chocolate boxes, milk cartons) -exclusive products may deliberately choose an unusual eye-catching design. (E.g. designer jewellery)
P a c k a g i n g W h a t i s i t & w h y i s i t u s e d ?
Why are products packaged?
-for protection
-for ease of transportation
-for security
-for storage and display
-to give consumer information
-to create the right image
and be easily identifiable to consumers
H o w p a c k a g i n g i s u s e d t o p r o m o t e p r o d u c t s
Packaging is very important in the promotion of a product. Good packaging and interesting aesthetics will attract the attention of potential customers. Good packaging can be influential in the decision to purchase a product. Packaging in combination with an advertising campaign and the right price, a product can be successful. Careful design of packaging, including aesthetics, colour schemes, shape and form, often leads to a desire to learn more about the product inside. The choice of a culturally acceptable colour scheme that targets potential customers, is also an important aspect of packaging. The packaging should be manufactured from the right materials, ensuring that the product inside is not damaged. Potential customers today expect packaging to be environmentally friendly. Consequently, the use of sustainable, recyclable and bio-degradable materials is essential. FSC trust packaging, that is distinctive and different compared to the competition, usually leads to customer interest.
Remember the ‘Velvet toilet roll’ baby. When one tree is cut down to create a product, three more are planted in its place! We are all attracted to bright colours. On a shelf full of the same products you wouldn’t go for the dull product, would you?
To protect
A product from damage or contamination by micro-organisms and air, moisture and toxins. The product must be protected against being dropped, crushed, and the vibration it suffers during transport. Delicate products such as fruits need to be protected by a rigid package such as a laminated container.
The product most also be protected against the climate including high temperatures, humidity, light and gases in the air.
It must also be protected against micro-organisms, chemicals, soil and insects.
To identify the product.
Packaging is the main way products are advertised and identified. To the manufacturer the package clearly identifies the product inside and it is usually the package that the customer recognises when shopping.
Advertising is very important when a manufacturer launches a new or existing product. The package, through its colour scheme or logo, is what is normally identified by the customer.
The package will also contain
important information including ingredients and ‘sell by date’.
Protection during Transport and Ease of Transport.
A package should be designed to make it easy to transport, move and lift. A regular shaped package (such as a cuboid) can be stacked without too much space between each package being wasted. This means that more packages can be transported in a container of a lorry. Unusually shaped packages can lead to space being wasted and this can be costly if thousands of the same package are been transported.
Stacking and Storage.
In supermarkets and shops it must be possible to stack packages so that space is not wasted on the shelves. Lost space on shelves is looked up on a lost opportunity to sell to a customer. Also, the package must be designed in such a way that all the important information can be seen by a potential buyer, especially the product name. The next time you visit the supermarket look carefully at the shape of the packages. They are usually the same rectangular / cuboid shape. It is the selection of colours and shades that determine whether the product inside is regarded as a quality, sophisticated or cheap item. Often packages are stacked on top and alongside each other to reduce wasted space. The shape and form of the package determines how efficiently they can be stacked or stored.
Printed Information.
Information that is useful to consumers and companies such as Supermarkets, is printed on packaging. This includes, ingredients, sell by dates, price, special offers, manufacturers address, contact information, product title, barcode and more. The bar code is extremely useful to the shop selling the product. When the barcode is scanned, the computer system automatically determines if the product needs reordering. Also, the price of the product appears at the till.
D r i n k s c o n t a i n e r
–
P r o t e c t , P r o m o t e , D i s p l a y , S t a c k & I n f o r m
A n a l y s i s o f a c o n t a i n e r f o r a s o f t d r i n k
The container below contains a well known soft drink (energy drink), popular especially with young people.
Colour scheme
: Orange, red and yellows (the their various shades) are the dominant colours. They create the feeling of
‘energy’ and ‘vitamin enriched goodness’, especially as the drink is based on orange. Black is also present in some places to emphasise key words such as ‘energy’ and in other places as the colour for clear precise printing /
information.
Layout
: Approximately 75% of surface of the container has graphics and colour aimed at promoting the product name, its purpose/function and its main ingredient - orange. The aim of this is to attract the customers interest in buying the product. The remaining 25% is for detail printed information such as ingredients and nutritional information. In the exam you may get a question which you need to label or add annotation to your own design. To get the maximum marks you need to explain everything in detail.
Simply labelling colours etc. won’t do.
Tips:
Consider the analysis of your design if asked to evaluate your design ideas, discuss protection, display, inform and promotion.
What is a barcode?
A barcode…
-is a set of vertical black lines or varying thickness that can be read by a scanner. -The thickness of the bars and spaces between them correspond to numbers that make up a unique code for each type of product -They can provide shop staff with prices for products -Make it easier to control stock levels- thus make reordering easier -Information can also be obtained for marketing purposes.
What is a QR Code?
QR codes (Quick Response Codes) are seen on packaging. They are a type of 2D barcode and they can be used as a form of advertising. QR codes are accessed by smart phones with the
right ‘app’ installed.
The QR scanner reads the QR in a similar way that bar codes are read, converting it to a URL (website address), text, email, or phone number. If the OR code directs the customer to a website, it appears on the screen of the smart phone. Specific information can be read by the customer / potential customer. QR codes are often used as part of an advertising strategy.
P a c k a g i n g Q u a l i t y A s s u r a n c e , l o g o s , s y m b o l s .
H o w p a c k a g i n g i s u s e d t o p r o m o t e p r o d u c t s
Logos and symbols are often applied to packaging, especially by companies
that regard their products as a ‘brand’. Branded products often have an
advantage over non-branded products Some successful products are promoted through competitions, contests, sales and discounts, on their packaging. Products can also be promoted by a well known celebrity Customers / potential customers can used their smart phones to enter an interactive world, directly from the QR code (Quick Response Code) on the packaging of products. When scanned, the code directs the phone to display the website linked to the product. This usually promotes the product and is often an attempt to persuade the customer to buy it
P a c k a g i n g Q u a l i t y A s s u r a n c e , l o g o s , s y m b o l s .
Quality assurance
involves all aspects of manufacturing performance from design to delivery. The quality of a product, in terms of its
design, appearance, manufacture
and
performance
, is often the main reason why one product is chosen in preference to another. There are a number of
‘marks’
and
‘symbols’
that are used on products and their packaging to inform consumers about quality etc.
The e mark
is used on products that must display a
weight or volume (in grams or litres).
The large
e
is placed alongside the amount and indicates that it is an average quantity. Under the
EC ‘Declaration of Conformity’
, CE markings should be put on products to show that it meets European standards on health and safety.
Copyright mark
is used for literacy, dramatic, musical or artistic work. Once the work has been created it has copyright and cannot be copied without permission or other special arrangements. It can last for
up to 50 years after an author’s death.
Trade Mark
: a business can acquire the right to its mark simply by using it or by officially registering it with The Trade Marks Registry. A trademark is a word telling the origin of goods.
It
cannot be used in any form without permission of the business or company who has the right to it. The kite mark
is the official mark of quality and reliability on articles approved by the
British Standards Institution (BSI).
The mark is only attached to products that the BSI has tested and found to be satisfactory. Kite mark has now been largely replaced by the European Union (EU) regulations.
A registered design protects the design’s shape pattern or colour
Tips:
Remember when designing your packaging to include graphics that will inform the customer, you need to show that you understand about branding, recycling, sustainability and associated quality assurance marks.
P a c k a g i n g Q u a l i t y A s s u r a n c e , l o g o s , s y m b o l s .
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