ITP 330 Midterm 1 Jay Sing

Definition of Packaging

The science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use.

Main Functions of Packaging

Containment, Protection, Communication, and Convenience/Utility.

Packaging as Interdisciplinary

Field combining business, design, engineering, science, and environmental studies.

Containment

The most basic function—holding a product together to prevent waste or spillage.

Protection

Prevents damage from physical, environmental, or processing conditions like heat, moisture, vibration.

Communication

Provides information and promotes the product through labeling, graphics, and design.

Convenience/Utility

Makes the product easier to use, carry, store, or dispose of.

The Packaging Industry

Includes raw-material suppliers, converters, machinery, services, users, retailers, and consumers.

Circular Economy

Concept of designing packaging for reuse, recycling, and resource recovery.

Packaging Timeline - Prehistoric

Used natural materials such as leaves, gourds, and animal skins.

Packaging Timeline - 1800s

Cans, cartons, folding boxes, and mass printing appeared.

Packaging Timeline - 1900s-1950s

Plastic, aluminum foil, frozen food cartons, and aerosols emerged.

Packaging Timeline - 1950-1999

PET bottles, childproof caps, barcodes, and Tetra Pak systems developed.

Packaging Timeline - 2000s-Today

Smart, sustainable, and eco-focused materials dominate.

Tylenol Incident (1982)

Lead to tamper-evident seals and federal anti-tampering laws.

Material Types

Paper, glass, metal, and plastic each serve different roles in packaging.

Paper Packaging

Lightweight, low-cost, easily printed, recyclable.

Glass Packaging

Impermeable, reusable, high-quality image, does not affect flavor.

Metal Packaging

Strong, provides excellent barrier properties, durable for food cans.

Plastic Packaging

Versatile, lightweight, moldable; major focus of sustainability efforts.

Protection - Physical Abuse

Resists shock, compression, or vibration.

Protection - Environmental Abuse

Resists gas, moisture, odor, and corrosion.

Protection - Processing Conditions

Withstands sterilization, pasteurization, and irradiation during manufacturing.

Four Main Packaging Functions

Containment, Protection, Convenience, and Communication.

Containment Example

Milk carton, cement bag, or can—prevents product loss.

Protection Example

Vacuum-sealed bag protects against oxygen and moisture.

Convenience Example

Easy-open, resealable, single-serve, stand-up pouch.

Communication Example

Labels, colors, and design communicate product identity.

"A package must protect what it sells and sell what it protects"

Packaging should balance protection and marketing appeal.

Visual Positioning

Use of colors, shapes, and graphics to influence perception.

Affordance

Pack design feature that suggests how to use or open the product.

Zero Moment of Truth

Consumer research phase before purchase.

First Moment of Truth

Consumer sees product on the shelf and decides to buy.

Second Moment of Truth

Consumer experience when using the product.

Third Moment of Truth

Repeat purchase or online feedback after use.

Branding Definition

Creating associations (visual, emotional, rational, cultural) between company and product.

Branding - Consumer Role

Helps identify preferred products, express status, and reduce purchase risk.

Branding - Marketer Role

Differentiates products, promotes loyalty, enables new product lines.

SKU Proliferation

Having too many variations of one product; can confuse buyers.

Master Brand

A dominant brand representing all sub-brands (e.g., Nike, Apple).

Private Label

Store-brand products that compete with national brands; often lower cost.

Packaging Design Elements

Must attract attention, clarify brand/purpose, evoke emotion, and call out benefits.

Five Design Components

Shape, Size, Color, Graphics, Materials.

Shape - Meaning

Rectangular = neatness; Contoured = security or generosity.

Size - Meaning

Larger = value/plentiful; Smaller = premium/exclusive.

Color - Meaning

Red = cola; White = diet/light; Green = health/natural.

Graphics - Purpose

Makes product instantly recognizable and reinforces brand identity.

Moment of Truth Stats

70-80 % of purchase decisions made in-store; eye notices in 1/6 second.

Lost in Translation Example

"Mist Stick" in Germany meant "manure stick"; shows importance of localization.

Packaging and Branding Lesson

Design changes can confuse loyal customers (e.g., Tropicana case).

Convenience Trends

Light-weighting, resealability, ergonomic shapes, ready-to-eat meals, personalized packs.

Color Perception Experiment

Red can = strong flavor; Blue = milder; Yellow = too strong; Dark brown = rich flavor.

Paper vs. Paperboard

Paper < 0.012 in (12 mils); Paperboard ≥ 0.012 in or 170-220 g/m².

Thickness Measurement

1 mil = 0.001 inch; measured with micrometer.

Basis Weight - Paper

Weight (lbs) of 3,000 ft² of paper = basis weight.

Basis Weight - Paperboard

Weight (lbs) of 1,000 ft² of paperboard = basis weight.

Plant Fiber Composition

≈ 50 % cellulose, 25 % hemicellulose, 25 % lignin - all polymers.

Cellulose Function

Long chains of glucose molecules; form hydrogen bonds for paper strength.

Hardwood Fibers

Short (≈ 0.08 in), smooth surface, good printability, weaker strength.

Softwood Fibers

Long (≈ 0.16 in), stronger tensile/tear strength, rougher surface.

Recycled Fiber Limit

Fibers can typically be recycled 5-7 times before becoming too short.

Mechanical Pulping

Physical process using friction/shearing; short fibers, cheap, low strength.

Sulfite Pulping

Acid process (HSO₃); lighter color, smooth paper, used for writing/magazine papers.

Kraft (Sulfate) Pulping

Alkaline process (NaOH + Na₂S); dark pulp, strongest fibers, used for boxes.

Sizing Agents

Added to reduce ink bleed; starch, gums, or resins stiffen and fill surface.

Fillers

Calcium carbonate brightens paper and improves recyclability.

Fourdrinier Machine

Continuous paper sheet; controls thickness via headbox flow and wire speed.

Cylinder Machine

Uses multiple vats; outer layers virgin pulp, inner layers recycled pulp.

Machine Direction (MD)

Direction parallel to paper machine flow; fibers aligned.

Cross Direction (CD)

Perpendicular to machine direction; fibers mostly random.

Gloss

Specular reflection property; measured in gloss units with gloss meter.

Opacity

Resistance to light transmission; affects print quality and wrapping papers.

Paper Ream

3,000 ft² of paper = 1 ream.

Paperboard Ream

1,000 ft² of paperboard = 1 ream.

Example - Paper Basis Weight

If paper = 16 lb/ream, 3,000 ft² weigh 16 lb; 1 ft² = 0.0053 lb.

Example - Paperboard Basis Weight

If paperboard = 80 lb/ream, 1,000 ft² weigh 80 lb; 25×40 in sheet ≈ 0.555 lb.

If you have 10 reams of paper, each 3,000 ft², what is the total area in ft²?

10 reams of paper × 3,000 ft² = 30,000 ft² total area.

You have 1,000 sheets of paper, each 2×3 ft. How many reams is this?

1,000 sheets of 2×3 ft = 6,000 ft² → 6,000/3,000 = 2 reams.

A paper sheet is 30 ft wide and runs 800 miles long. How many reams of paper is this per day?

30 ft wide × 800 miles (5,280 ft/mi) = 4.22 million ft; ÷ 3,000 = 42,240 reams/day.

You have 20 reams of paperboard, each 1,000 ft². What is the total area?

20 reams of paperboard × 1,000 ft² = 20,000 ft².

You have 1,000 sheets of paperboard, each 4×3 ft. How many reams is this?

1,000 sheets of 4×3 ft = 12,000 ft² → 12 reams of paperboard.

A truck carries 760,000 ft² of 70 lb paper and 160,000 ft² of 125 lb paperboard. What is the total weight, and does it fit under a 40-ton limit?

760,000 ft² of 70 lb paper + 160,000 ft² of 125 lb paperboard = 37,733 lb total; fits under 40-ton limit.

3,000 ft² of 30 lb paper weighs 30 lb. T/F

3,000 ft² of 30 lb paper weighs 30 lb (True)

1,000 ft² of 60 lb paperboard weighs 60 lb. T/F

1,000 ft² of 60 lb paperboard weighs 60 lb (True).

Key Units

1 ft = 12 in; 1 ft² = 144 in²; 1 metric ton = 1,000 kg = 2,204.6 lb.