Packaging Quiz 1 - Ch 1, 2, 3

Define "packaging."

A system of preparing goods for transport, distribution, storage, sale + use.

Although packaging has existed from primitive times the Industrial Revolution is generally considered as the time when modern packaging was born. What changes at that time lend validity to this statement?,

Rural workers migrated to the City where they were employed in factories. Consumer society was created, factory workers needed products & food usually made at home, creating shops. Some products weren't made in urban settings - had to be transported.

What is the origin of the term "branding"?

An identifying mark w/ a blackening brush or hot branding iron on the barrel/cask to show origin or manufacturer on a barrel.

Although there were earlier brand markings the Quaker Oats brand mark set a new precedent in 1877. What was it?

The Quaker personage represented purity, wholesomeness, honesty + integrity.

The Quaker personage was one of the earliest uses of the imaginary person. How many other fictitious persons can you think of who were invented to represent a product or company?

Aunt Jemima brand (Pearl Milling Company) and cream of wheat smiling chef, Mr. Clean, Cocoa Puffs.

As shops changed from specialized proprietor-owned outlets to today's large department stores packaging needed to assume different roles. What were they?

Due to self-serve options, consumers need a proper container. Inform purchaser + sell the product.

What significant social trends and changes affected the way goods were packaged in the decades between 1970 and the 2000s?

Child resistant packaging, labeling laws for ingredients, and standards for new packaging material.

How have social and technological changes in the 21st century impacted packaging?

Environmental concerns begun driving product innovation to reduce packaging per use. Food waste concerns meant need for improvements in the food industry. Rise of e-commerce, rising technology like QR codes.

What are QR codes and how are they used?

2-D matrix barcode, machine-readable label attached to packages to record information related to the product inside. Consumers scan to access product information or protect pharmaceuticals.

Packaging plays a vital role in modern society. Explain the significance of that role for: a) food products and b) mass-manufactured durable goods.

a) Packaging allows proper storage + transportation of perishable foods that allows consumers access to safe milk, meat, + other products. b) Many durable goods are made overseas at a lower cost. Cost-effective packaging is needed to transport mass items over long distances without damage.

Why is food loss so high in less-developed countries?

Since, those societies are restricted to where they live due to food-producing ability. So there is a lack of transportation + handling. Also based on natural resources.

Why is the United Nations so interested in packaging?

With population growth, aging population, + climate change, food production might not keep up. Packaging is critical to preserve food so less is wasted globally.

What are two significant factors attributed to the growth of the packaging industry?

Population growth + growth of the middle class.

What are the two major divisions within the packaging industry? Name two sub-categories in each major division.

Suppliers: raw materials, converters. Users: consumer, industrial.

How have private-label brands evolved to compete with national brands of products?

Evolved from low-cost, generic alternatives to national brands to quality brands in their own right that compares directly with national brands. The packaging has evolved from plain + simple to high quality graphics suggesting premium products. Sometimes there are premium benefits or multiple options.

What are the three major marketing-related forces?

New-age + more connected consumer lifestyle, Maturing + emerging retail channels, Shorter product life cycles.

Name the four principal functions of a package.

Contain, Protect/Preserve, transport, Inform.

Define primary package, secondary package and distribution/tertiary package.

Primary: first wrap or containment of the product -> directly holds product. Secondary: A wrap containment of the primary package. Distribution/Tertiary: A wrap/containment whose purpose is to protect the product during distribution + efficient handling.

Containment is a primary packaging function. List 12 product characteristics that will affect your choice of material and package design.

mobile fluid, gas/fluid mixture, free-flowing powder, granular material, flammable, fragile, sticky, toxic, microwavable, single-serve, multipack, reusable.

What conditions or events might cause physical damage and loss of value for a package? Where are these conditions likely to be encountered?

Shock, vibration, compression, abrasion, temperature, water, humidity, tampering. Can occur in warehouse, transportation, handling, + at retail.

In providing for the protect/preserve function it is essential to know and quantify what factors?

It is important to know what will cause damage by knowing the general condition + the quantifying level at which unacceptable damage starts to occur.

Describe two biological spoilage mechanisms.

Internal Biological deterioration: biological functions after food has been harvested. External Biological deterioration: actions of microorganisms on food (mold, yeast, bacteria).

Give three examples of food-spoilage mechanisms that are not biological in nature.

oxygen, evaporation, water vapor.

In most food packaging the goal is to eliminate or reduce oxygen levels. There are, however, three situations in which the presence of oxygen is desirable. What are they?

Red meat needs Oxygen to keep a bright color, fruit & lettuce/salad need Oxygen to continue to ripen + respire.

Microorganisms are controlled by manipulating four conditions. What are they?

Temperature, moisture, acidity, nutrient source.

What is an essential oil? Why is it necessary to preserve essential oils?

Essential oils are volatile + lost through evaporation/oxidation for food to preserve full flavor + for non-foods to protect scent.

What specific protection must be given to extend the keeping quality of oily foods?

A high-oxygen barrier package material to protect/prevent from oxidation.

Why are some vegetables never found in a can?

Vegetable that require oxygen.

What MAP gas can act as a bacteriostat?

Carbon dioxide.

Why aren't high water-activity foods packaged in high-barrier materials to prevent them from drying out?

Since, they tend to lose moisture under typical atmospheric conditions, loss of moisture is stopped it creates humidity then mold.

Name the six ways of extending the natural shelf life of foods. For each method briefly note the mechanisms by which the keeping quality of a food product is increased.

Reduce temp: slows chemical activity. thermal processing: kills most microorganisms. Water reduction: controls microorganisms. Chemical prevention: extends shelf life. Modified atmospheric packaging: involves introduction to non air gas. Irradiation: disrupts complex molecules + death of living organisms.

What gases are used in controlled-atmosphere packaging?

Oxygen, nitrogen, carbon dioxide.

Why is it difficult to extend the shelf life of fresh fish?

Bacteria may be present, fish oils are unsaturated + oxidize easily, fish proteins are not as stable as red meat proteins.

What is meant by the term "barrier material"?

slows down or stops the movement of gaseous substances into or out of package.

What is an essential difference between a mold and a bacteria?

Mold propagates + spreads much slower than bacteria due to the reproduction method.

What is a characteristic of microorganisms that are: mesophilic psychrophilic, thermophilic, anaerobic and aerobic?,

mesophilic = ambient, psychrophilic = cool, thermophilic = heat, aerobic = needs oxygen, anaerobic = no oxygen.

One anaerobic bacterium is of special concern to humans. What is it why is it of such concern and in what packaging type is it most commonly found?

Clostridium Botulinum, found in sealed cans. Can cause sickness/death.

What is a pathogen?

Pathogens can cause sickness or death. They can produce harmful toxins as byproducts in food they infest can grow in humans -> illness.

What are the levels of food heat treatment and where are they used?

Pasteurization is mild (60-70°C), Hot filling up to 100°C (jams/syrups), Ultra high temperatures of 135°C-150°C (milks/fruit juice), Canning 110°C-130°C (soup/sauce).

What does the term "aseptic packaging" describe?

When both package + product are sterilized separately + combined/sealed under aseptic conditions.

A cake will lose quality by drying out yet we never put a cake into a high-moisture barrier package to extend shelf life. Why not?

Cake would grow mold because of humidity build-up in package.

A particular food has an Aw of 0.3. What does this mean and what kind of package might this suggest to you?

Aw of 0.3 means equilibrium at relative humidity of 30%, having less-stringent moisture-barrier requirements. Depending on the food, oxygen or other barriers are needed. Crackers, biscuits, + cereal.

What is one purpose behind vacuum packaging of cheese and prepared meat products?

Eliminates some or all oxygen.

What are the advantages of a retortable pouch?

Saves on transportation + storage costs. Thermal processing time can be reduced, improves food texture + nutritional qualities.

What details are needed to provide good design information for creating distribution packages that will provide for efficient handling transport and storage?

How will it: ship-truck, rail, air, handled + unitized? What are measures of shock/drop, vibration, compression? Storage conditions + length of time? Dimensional or weight limit?

What is a unit load?

A group of distribution packages assembled into a single unit for mechanical handling, storage, + shipping.

A package communicates in many ways besides the actual written text. Name six avenues of communication.

Selected material, shape + size, color, predominant typography, recognizable symbols or icons, + illustrations.

What is meant by the "persona" of a package?

A personality that appeals to the targeted audience.

What are the advantages of aseptic processing of food?

Doesn't use elevated temp + pressure used in sterilizing, so packaging can have lower physical strength + temp tolerance.

What two packaging materials offer absolute barrier properties?

Glass + Metal.

List five means by which a package communicates its persona to the observer.

Structure/Shape, graphics, materials, colors, features.

What does the First Moment of Truth describe?

Get + keep the attention of the shopper at the point of purchase.

Describe how the same product can be packaged differently and result in a different persona.

Peanut butter can be packaged in a plastic tub w/ plastic lid + 2 color label = generic; glass jar w/ embossed metal lid + foil layer = gourmet.

What are the two components of total package design?

Structural component and graphic component. The structural component provides containment, protection/preservation, ease-of-use, and transport/distribution. The graphic component communicates brand equities and product information that attract and engage consumers.

What is the definition of demographics?

Demographics are the numerical count of consumers in specific quantifiable classifications. Examples include gender, residence, education level, age, and occupation. Sources include the U.S. Census and surveys.

What is the definition of psychographics?

Psychographics is the study of how groups are motivated and behave. Examples include groups such as Millennials and Gen Z, which have characteristic behaviors.

Why is psychographic/demographic information important to a package designer?

It helps designers analyze future packaging needs for tomorrow's markets.

What percentage of purchase decisions are made in-store and how much time is available to motivate a purchase?

About 68%-80% of purchase decisions are made in-store, and there are about 7 seconds to motivate a purchase.

How have smartphones changed consumer behavior?

Smartphones give consumers information at their fingertips. Consumers can research products beforehand and scan products for multimedia product information.

How do online/direct-to-consumer packages differ from traditional packages?

Online/direct-to-consumer packages can place information elsewhere on the webpage, simplifying the package and speeding understanding. They still need shipping protection but may not need point-of-sale components such as large blister cards or cartons.

How is virtual reality used in package design?

Virtual reality is used by creating virtual shelf scenes that simulate a product surrounded by other products.

What three questions does a consumer look for when viewing a package?

What is it? What is it about this product that makes it better than the others? Who guarantees that?

Why is an effective point-of-difference important?

Without an effective point-of-difference, the product is just another package on the shelf.

What are the basic ways a package communicates its message?

Text, graphics, shape, and color.

What is equity and what are icons?

Equity is establishing a reputation for consistently good products or services over a long period. Icons are highly recognizable symbols with major motivational impact on a purchase decision.

What is the first thing a consumer notices about a package?

Color.

How does color affect consumers?

Color evokes an emotional response and is associated with moods, feelings, places, and things. Examples include Feeling Blue, Saw red, Green with envy, Purple rage, and Black mood.

What can color influence on a package?

Color can influence perceived size, quality, value, and flavor.

What elements can a designer manipulate to communicate a package's message?

Shape, size, color, texture, tone, lines, and icons.

What is a persona in package design?

A persona is a psychographic/demographic profile of the target consumer. Package elements must work together to match the persona.

How does a typical Western consumer read a package?

A typical Western consumer reads a package from top-to-bottom and left-to-right.

What can happen if consumers do not perceive a package as displayed in groups?

An unfortunate color choice or incomprehensible word patterns may confuse consumers and make reading difficult.

What are serifs and which typeface is more commonly used in packaging?

Serifs are small decorative extensions on letters. Sans serif is more commonly used in packaging because of its legibility.

What are three typography practices in package design?

Match the persona of the package/product, make text readable, and avoid placing text over illustrations.

What are the different market study methods used in package design?

Focus groups involve selected groups discussing, ranking, evaluating, and considering a subject. Recall questioning shows panelists a marketplace shelf image and asks them to write the product names they remember. Findability tests measure the time needed to locate a product in a store or on a shelf. Eye tracking uses instrumentation to follow exactly what the eye focuses on while observing a package. S-Scope flashes an image to subjects and asks what they noticed, showing which graphic design elements are noticed and the order in which information is received. Ethnography studies consumer buying habits by observing a person throughout a day or task.

How is ethnography used in package design?

Ethnography studies consumer buying habits and identifies functional solutions that package design can provide.

What are three identified practices for successful package design?

Use simplicity so consumers can find information faster and communication is enhanced. Design for the shopper profile so primary consumers embrace the new design. Look to other categories for unexpected inspiration so the package/product stands out on the shelf.