ITP 234 Midterm Study: FDA, CPSC & Key Business Terms

levels of packaging

primary, secondary, tertiary, quaternary

primary packaging

at least one system component is in direct contact with the product

what you find at the store

also called consumer packaging, sales packaging, retail packaging

secondary packaging

A system of components designed to contain several primary packages

also called Distribution packaging, Transport packaging, Industrial packaging

secondary packaging examples

Corrugated shippers, cushioning, pads, inner dividers, shrink wrap, trays

tertiary packaging

designed to unitize several secondary packages or to ship materials in bulk

also called Unit load and Group packaging

tertiary packaging examples

Pallets, plastic wrap, bands, corner posts, drums dividers, pads, corrugated board components

quaternary packaging

A system of components designed to unitize several tertiary packages

quaternary packaging examples

shipping containers

packaging value chain

set of input activities to create value for the stakeholders

Stakeholders: Regulators

dictate laws, standards,and regulations that affect packaged products

regulator examples

Government agencies, international and national standard organizations

FDA

Stakeholders: Suppliers

deliver raw materials and packaging components to converters and fillers

supplier component examples

Resins, packaging parts, lids, caps, labels, etc

Stakeholders: Converters

transform materials intopackages

converter examples

Makers of cases, folding cartons, setup boxes, bottles, cans, jars, tubes, bags, trays, pouches, pallets

Stakeholders: Fillers

Fillers fill packages with products

filler examples

Manufacturers of goods that use packaging. Products could be food, beverage, drug, device, cosmetics,electronic, industrial,

Stakeholders: Transportation Channels

used to move items from one location to another as it makes its way from the beginning of the supply chain to the customer

transportation channel examples

Air, package carriers, truck, rail, water, pipelines, and intermodal

Stakeholders: Sellers

sell packaged products to anotherseller, institution, or end consumers

seller examples

Wholesalers, retailers, restaurants, hospitals, pharmacies, online retailers

Stakeholders: End Consumers

the person, people,organization, or business that will use orconsume the packaged product and hasno intention of selling it to someone else

end consumers examples

Patient, patron, consumer

Stakeholders: End-of-Life Managers

Organizations that deal with the end of life handling ofpackaged products

end of life manager examples

Land-fillers, composters, incinerators, recyclers

packaging functions: protection

Protection of the contents from the environment (and vice vera)

packaging functions: utility

makes the product more useful for opening, closing, carrying, transport, etc.

packaging functions: communication

creates emotional connection

provides product information

packaging as a barrier provides:

-insulation

-cushioning

-holding in place (important for chemicals)

packaging as a tool provides:

-containment

-functional features (ex opening tabs)

utility function tasks

carrying, dispensing, stacking, opening, handling, etc.

visual positioning (emotional) for packaging

- Aligned with marketing positioning

- Expression of the brand values

identification and information effectiveness for packaging includes:

- Product/category/type

-Flavors

- Varieties

- Size, specific information

intuitive use for packaging includes:

How to use its features (holding, gripping, opening, closing, reclosing, disposing, etc.)

principle display panel (PDP)

the portion of a package that is most likely to be seen by the consumer at the time of purchase

the package's front

alternate PDPs

other surfaces suitable for display as a PDP

labels that must be on a PDP

statement of identity, net quantity statement

must appear on alternates too

Food and Drug Administration's (FDA) authority

food, drugs, biologics, medical devices, radiation electronics, cosmetics, vet and tobacco products

Federal trade commission's (FTC) authority

false advertising

Consumer Product Safety Commission's authority (CPSC)

toys, cribs, power tools, chemicals, lighters

Environmental Protection Agency's authority (EPA)

pesticides

Alcohol and Tobacco Tax and trade Bureau (TTB) authority

alcohol

Food Safety and Inspection Service authority

traditional (non-game) meats, poultry, egg products

Animal and Plant HealthInspection Service (APHIS) authority

vet vaccines and other vet biologics

package layout

The arrangement of graphic elements on a package, in general, and in particular, on the PDP

information hierarchy

organized from the most important design element to the least important one

information panel (IP)

the portion of a package immediately to the right of the PDP, as displayed to the consumer

If this panel is not usable, the IP is the next panel immediately to the right

a well designed PDP____

- Communicates the brand strategy and message immediately, effectively, and clearly

- presents info hierarchically and easy to read

- Suggests the function, usage, and purpose visually

- Differentiates the product from the competition and any other varieties

- Reflects the value perception of quality at a fair market price.

logotype definition

- reproducible graphic element, often including a name, symbol, specified colors

- should evoke some memory or emotion from the viewer

Manufacturer's Logotype

typically includedin primary packages on the back, sometimes on PDP

Typography

can evoke moods, feelings, and values

associated with product qualities and brands.

serif font example

times new roman

serif emotions

formal, traditional, conservative, elegant

warmer

sans serif font examples

helvetica

sans serif emotions

friendly, neutral, direct, clean, minimal

colder

cal poly type faces

abolition, source sans, utopia

old style

best choice for a lengthy body of text

ex: palatino

old style stress

diagonal

old style serifs and contrast

slanted on lower case, bracketed , moderate contrast

modern serif

not suitable for a large body of text

best for headings

modern serif stress

verticle

modern serif contrast and serif style

high contrast and flat, thin, serifs

slab serif

works well with mixed and matched typefaces

ex: rockwell

slab serif stress

vertical

slab serif contrast and serif style

high contrast

flat, thin, and horizontal serifs

sans serif

easy to read for body of text on websites

ex: helvetica

sans serif stress

vertical

sans serif contrast and serif style

mono weight and no serif

script

resembles handwriting or calligraphy

large capital letters

decorative

expressive style not designed for readability

trendy, ornamental fonts should be used cautiously

weight

light or heavy

tracking

space between characters

kerning

horizontal spacing between pairs of letters

leading

the verticle space between lines of text

kerning, tracking, leading combo

affects legibility and visual harmony

proper letter and line spacing enhance aesthetics and legibility

typographic guidelines

1. be legible from far away

2. have appropriate scale and shape

3. be understood by a diverse audience

4. provide a credible and informative description of the product

principle 1

define typographic personality

principle 2

limit typefaces

principle 3

create typographic hierarchy

principle 4

define type alignment

principle 5

choose contrasting typefaces

principle 6

experiment with type

principle 7

stack type or position it vertically

principle 8

make it own able

principle 9

be consistent

principle 10

refine for typographic excellence

product descriptor

defines content and includes variety, flavor, features, and benefits

secondary copy

follows brand name

romance copy

describes product personality

mandatory copy

nutrition facts, weights, measurements, ingredients copy

hue

variety of a color

saturation

purity or intensity of a hue

brightest

lightness or darkness of a hue

color solid

printer colors

CMYK (cyan, magenta, yellow, black)

packaging primary colors

cyan, magenta, yellow

packaging secondary colors

red, green, violet (mixtures of primary colors)

intermediate colors

mixtures of secondary colors

complementary colors create:

contrast

trade dress

visual components that contribute to the overall look of a brand