ch 1 / ch 2/ ch 3

Packaging perspectives: Technical

contain, measure, protect, dispense, preserve, store

Packaging perspectives: Marketing

• think of what marketing is

Communicate, promote, display, sell, inform, motivate

packaging and protection - physical abuses (literal)

• The product must be protected

against attacks from all quarters:

impacts, shock, vibration suffered

during transportation.

• Packaging must meet all of these

challenges as well as containing the

product itself.

packaging and protection - environmental abuses

and example

Packaging withstanding the elements (ex: temp, water)

ex: cold pill packaging

• PLASTIC PET BOTTLE

packaging and protection protection - processing conditons

for packing to withstand sterilization (handling high pressure water vapor)

packaging & safety

most packaging have a safety device that ensures perfectly sealed package'

• ex: Tylenol incident

• caused inductees to come up with safer tamper proof evident seals

Packaging and communication

• reading labels/instructions of packaging

• allows readers to be informed of contents of product

Packaging and Brand idenitity

• it shows to the consumers brand philosophy/voice

• packaging is used as selling point and creates brand image

• successful packaging can allow for future products to have a more mystical quality like the coca-cola bottles

fiber based packaging is

• and what is a example

• cheap, lightweight, easy to compress another

• materials: paper materials with plastic and aluminum

• ex: egg container

glass based packaging shows…

• oldest material

• transperant, reusable,

• materials: sand and water

• shows a higher quality for brand image/quality

• Ex: perfume

Metal based packaging

• metal can is lighter , easy adhesion for polymer films

• material: aluminum / steel

• could be adapted for different needs

Plastic based packaging

• unlimited range of possibilities

PET

• used for soft drinks due to its ability to contain fizzy drinks

PP

• used for its capacity to act as an efficient barrier to oxygen in the air

What packaging do we use for frozen/ fridge food?

• PET

• LDPE

• HDPE

Plastic or polymer based packaging

• in healthcare packaging is only required to withstand refrigerated temps

• PP, PS, or PVC

• PP is frequently applied in the medical device sector bc it can withstand 120 C

Plastic or polymer based packaging

• 70 / 80 billion pounds of plastic is from hydrocarbon and petroleum based sources

Packaging and environment

• think about products impact on a environment in lifecycle (think about production to consumption)

Packaging and environment - 4 principals

• reuse

• reduce

• recycle

• recover

Consumer catagories

Protection, convenience, communication, brand identity, safety

Distribution System

Containment, protection from shock/vibration, stacking, storage

• FOR TRANSPORTATION

Packaging levels in the ramen container

• Secondary packaging: disposable bowl, or the paper labeling around bowl

• Primary: the noodles and soup base

• tertiary: and secondary at same time bc cold be sold as a cell unit

tertiary package

the shipping container, corrugated box

• or could be the same as secondary if it sells by cell unit

more example of primary and secondary

primary: the packaging that directly contains and touches the product.

secondary: the outer packaging that groups or protects the primary

ex: perfume

primary: glass

secondary: packaging

packaging functions list them

• containment

• protection

• connivence / utility

• communication

example containment

• ex: milk carton

• need containment

protection

• MOST IMPORTANT function of a package

• must protect contents from elements

• ex: water, odors, shocks

• ex: computer boxing for shocks

Convince / utility

• makes product more useful / easier for the consumer

• ex: making a feature easier to carry or stack

• ex: Oreos resealing capabilities

• ex: microwavble food

does what Communication do for the consumers

• ability for consumers to instantly recognize products with their distinctive branding an lables ( this is a self service basis)

• ex: Clorox

Communication visual positioning convey…

• think of what you see

EX: Clorox

• shape, color, materials, textures, patterns and graphics

• THIS IS RELATED TO BRAND VALUE

Communication - product ID

• its the name of product, type, specific info

• ID provides clear system to identify type of product, for example with a family of product (diff flavors or seasonal items)

• EX: UPC ( universal product code)

Communication - affordances

• describe the utilitarian function of an object

• using product without the need of written instructions using clues

• ex: tide container

• flip cap, ergonomic shape, child safe lock

communication categories

• shoppers only spend 5-10 seconds viewing their bev making their purchase decision

• packages need to communicate the visual positioning, product ID, and affordances

packaging and branding

companions of : visual, emotional, rational, cultural image

packaging and branding for consumers:

give example

• helps speed consumer purchases by identifying specific preferred products

• Ex: coca- cola bottle

• informs

• represents brand

• influence buying

packaging and branding for marketers

• fosters brand loyalty and development

• identifies and differentiates a firms products from competitors

• ex: cocacola, zero, diet, regualar

private labels

• ex: trader joes/711

• specializes in graphic consitsancy

master brand

• ex: harley davidson: bikes, clothes

• Ex: Sony: tv, movies, electronics, playstation

packaging design elements

packaging design components

• think what it feels and looks like

• shape

• size

• color

• grpahics

• materials

packaging design components - materials

• glass more expensive

• aluminum- beer

Fiber based packaging measured by

• thickness is measured by mills

• 1 mil = o.oo1 inch

• not equal to 1 mm

fiber based packaging example

fiber board, paperboard, cardboard, and carton board

BOXBOARD IS USED TO MAKE CORRUGATED BOX

• ex: corrugated box

plant fiber

• polymers made by stringing together serval little molecules

• all plastic are polymers but all polymers are not plastic

• very flexible when new

plant fiber composition

50% cellulose

25% hemicellulose

25% lignin

plant fiber main source

hardwood

softwood

SHORT plant fibers HARD WOOD qualities:

• smoother surface

• good printability

• cheaper

• POOR tear, fold, and puncture resistance

LONG plant fibers SOFTWOOD TREES qualities:

• poor printability

• if not aligned properly, creates rougher surface

• better tear, fold, and puncture

• better fiber entanglement

• more expensive

what kind of trees are LONG plant fiber

SOFT WOOD

what kind of trees are SHORT plant fiber

HARD WOOD

pulping method

• made od logs and wood chips reduced to a mass of fibers

• there two pullings

• chemical and mechanical

mechanical pulping is

ground wood

chemical pulping is

sulfate and sulfate process

mechanical pulping properties

• cheapest

• plant fiber materials are dispersed into fibers without the use of chemicals

• separates fibers individually but in doing so breaks them into SHORER LENGTHS

chemical pulping properties

• more expensive

• strongest when paper based packaging because of LONGER FIBER LENGTH

how mechanical pulping is made

• pulp made of fiber by friction, shearing, tearing, and cutting

how chemical pulping is made

• wood chips are placed in divested where cellulose fibers are separated rom lignin and other impurities using heat and chemical

• the softened fibers than forcibly blown into a chamber to seprate them

main difference of mechanical and chemical pulping

• mechanical: without chemicals, cheapest, strongest then using shorter lengths

• chemical: strongest when using long length, more expensive, uses heat and chemicals

short fibers

hard wood trees

long fibers

soft wood trees

Kraft process

• sulfate

Adult male usually associates with rectangular package shape/form

true

difference between long and short fibers

• short fibers: smoother surface, good printability, poor tear, fold, puncture strength

• long fibers: better tear, fold, and puncture strength, poor printibility

what machine is commonly used for manufacturing boxboard

fourdriner

fourdriner machine made…

• think p and b

• mainly used to manufacture paper and boxboard

• uses header boxes

• uses bleached and unbleached paper

cylinder machine manufactures what

• think of CC

• used to manufacture carton board or cardboard

• flour to eight wire mesh cylinders

• first and last have higher grade of pulp

gross grain or direction

• perpendicular to the machine direction

• paper fibers are un oriented in the cross direction

gloss

• light to reflect like a mirror

• property is measured for printed paper labels and cardboard

opacity

• resistance to light transmission

• important in printing and wrapping papers

PAPER ream basis weight

• 3000 sq ft

• 85 × 11

• 11 × 17

PAPERBOARD ream

• 1000 sq ft

• 40 × 40

• 48 × 48

1 ft is what in inches

144 inches

tue or false

differed between convivnece/utility and affordance

convince: usability

affordance: visual cue/signal

paper vs paperboard

paper: less than 12mil (3000 reams)

general: greater than 12mil (1000 reams)

Kraft process

alkaline process