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what is packaging design? packaging design what is the role of the packaging designer ?
what is packaging design ? Introduction Paul Vickers Creative Director/Consultant International branding and design agency experience: Pentagram London, Design Solution Paris, Interbrand New York, Dragon Rouge Paris, Desgrippes Gobé Tokyo & Hong Kong.
what is packaging design ? “ Packaging is the design medium that has the greatest global reach and touches billions of consumers every day throughout the world. It plays a vital role in the protection, distribution and communication of virtually every product and service that we know and use. Packaging has an enormous environmental impact and as designers we have a critical role to play and responsibility in creating effective and sustainable designs for the future. Packaging design combines the two dimensional: brand and graphics and the three dimensional: object and structure. It has the power to be totally synonymous with the product, to be an icon. It can end up as landfill or as a work of art in a gallery”
what is packaging design ? Think of a piece of packaging design. What is your reason to choose this pack? What are its qualities/failings? What is interesting about this pack, why?
what is packaging design ? The essential roles and tools of packaging
1 Protection Primary functional role to protect the contents, the product. The simple egg box in recycled, moulded card pulp is perhaps the greatest piece of functional packaging ever. what is packaging design ?
2 Transportation Again functional, the package serves to help transport, carry, ship and distribute the product what is packaging design ?
3 Communication The packs communication role is primordial: how to stand out from the competition, how to communicate an emotional message to the consumer, how to imprint itself on the individuals conscious? What are semiotic and psychological messages to vehicle? How are these communicated? what is packaging design ?
4 The origins of packaging design The first packaging was created by nature: peas in a pod, coconut milk, the banana. Subsequently man adapted raw materials like baskets, jute sacks and clay pots to package and transport items. This heritage still can be found today in banana leaf packaging in Asian markets. Roman Amphora were the first packs to carry branding and labelling information, specifying their content, origin, manufacturer etc. – the ancestors of today's packs. what is packaging design ?
what is packaging design ? The essential tools of packaging
5 Naming One of the first tools of communication is verbal branding and naming. The name provides a unique identity to the product and package, it has to be memorable, easy to pronounce - unique. The designers is part of the creative team involved in developing new names. what is packaging design ? Kodak i Pod Nylon Skype Pepsi Lucibel Daz Actimel Omo Coca-Cola Nike Starbucks Muji Intel
6 Brand identity The brand identity creates, in conjunction with the name, the persona of the product and is the essential identifier that enables us to memorise the product and its packaging. The most successful brands are the product, they are totally synonymous with the product. what is packaging design ?
7 Ownable brand colour A unique ownable brand colour can be an integral part of the brands toolbox. Tiffany’s blue, Coca-Cola’s red, Guinness's black are all identifiable elements that help us recognise the product. what is packaging design ?
8 Structural design and volume A unique structural design can enhance functionality and is also a powerful means for differentiation. The silhouette of the Coca-Cola bottle is unmistakable and has become a global icon. Ty Nant's sculptural mineral water bottle expresses the purity of the water as it pours direct from the spring. what is packaging design ?
9 Texture, tactile design A more rarely used tool but a powerful emotional communicator – texture. The strawberry texture and Doritos chip shape instantly communicate their contents. Braille has a more important role for the sight impaired and makes us think about the product in a new physical way. what is packaging design ?
10 Materials: constraints and benefits Paper, card Paper and card, the most important material used in packaging and with almost limitless possibilities in terms of shape, fabrication and manipulation. Paper can be cut, folded, moulded and as a TetraPak can resist moisture. Ecologically it can be recycled and reused especially when it is a mono material pack. what is packaging design ?
11 Materials: constraints and benefits Plastics, PET, laminates, films Plastics, PET, laminates and films, mostly used for preserving liquids in a controlled environment. Easily compressed for recycling they are a relatively eco packaging solution. Transparent or metallic based they offer viability of the contents or can be opaque and printed on their entire surface. what is packaging design ?
12 Materials: constraints and benefits Glass Glass: transparency, purity, translucence, colours. Recyclable and almost limitlessly reusable. what is packaging design ?
13 Materials: constraints and benefits Metal, aluminium Resistant, protective, the aluminium can creates a controlled atmosphere and conveys a feel of quality, security and premiumness. what is packaging design ?
14 Organic, natural alternatives The world’s first packaging was organic and recyclable. We have now come full circle, designers and manufacturers are re-exploring sustainable materials: recycled paper, vegetable based materials, corn starch bottles and edible packaging. what is packaging design ?
15 Sustainable packaging Compostable biodegradable natural film used for fresh vegetable packaging by Tesco's UK. Biota maize corn starch bottle by Biota Spring USA, disintegrates in 80 days. Palm and Reed fibre are quick growing and compostable. The ’60’ shopping bag from Polish supermarkets is biodegradable in 60 days. what is packaging design ?
16 The retail environment The packaging does not live in a void but in a challenging retail environment where it competes for attention with a myriad of other products and packs. The packaging designers challenge is how to be seen such a competitive space. what is packaging design ?
17 The consumer, target audience The consumer is usually but not exclusively a man or a woman, an adult, teen or a child. How do you target your packaging appropriately to your audience? Sometimes the consumer is an animal. The ‘doggy bag’ takes on a whole new meaning with these ecological biodegradable bags for cleaning up behind your pooch. what is packaging design ?
18 The message Direct verbal communication Household cleaning agents: a direct functional product, call for a hard hitting ‘no nonsense’ approach – ‘I’ll do your dirty work’. what is packaging design ?
19 The message Authenticity Wholesome authenticity is communicated on these Tetra Pak’s for Heinz fresh soups with a Farmers Market ambiance and information displayed on typical market slates with hand written chalk typography. what is packaging design ?
20 The message Artisanal, eclectic, handmade J’me for Jamie Oliver communicates a artisanal and quality hand produced image through quirky design and an intentionally non corporate look based on varied typestyles, handwriting and illustration styles.
21 System and architecture Puzzle – an intuitive system for building recipes and assembling balanced meals. Waitrose cheeses with a geographical colour coded system of regional identification. Milk bottles using type weights to communicate milk type. what is packaging design ?
22 Symbols, barcodes and consumer data A pack carries a quantity of legal information, symbols and data: Resin recycling codes for separation of different materials, Green dot recycling symbol. Barcode for product inventory and pricing. GDA’s Guideline Daily Amounts for nutritional information. Sell by dates and nutrition facts. All this data must be managed on the pack design. what is packaging design ?
23 Interactive, educational A unique pack shape and an interactive educational game – these bottles can be built into endless structures. Fun even after the product has been consumed. what is packaging design ?
24 Fun, humour The humour concept can be taken further to add appeal and emotional communication. The wool is such fun you want to collect the whole family, Scrabble with chocolate counters has never been more fun until you eat all your pieces. Batman’s ears are a beautifully observed study of the milk carton. what is packaging design ?
25 Friendly, convivial These convivial faces make the purchase of a Bell TV less stressful, instead of a technology driven message we are reassured by the pleasure and emotions of watching and enjoying our favourite programmes. what is packaging design ?
26 Minimalist Mac Apple Mac, a design ethos from product, programme and interaction to pack. Mac packaging is minimal and purist – the product is key. iPod packaging gets smaller every time, here the crystal pack is as small as the iPod itself. For the iPhone G3 the inner tray is made of potato starch pulp, not plastic. The cardboard packaging is 100% recyclable. what is packaging design ?
27 Rupture of codes Omo Splat – Dirt is good Most packaging conforms to given market codes. Knowing when and how to be different, to rupture the codes is a creative skill and requires marketing courage but being different is a powerful way of being recognised. Omo Splat changed the playing field by saying Dirt is Good, the total opposite of all washing powder communication for 100 years. what is packaging design ?
28 Question the accepted, rethink the structure, the materials, the functionality Is the rectangular two part carton the only solution? Rethink the market codes to discover new answers to old problems. Never take anything as a given – the designers role is to think outside the box. what is packaging design ?
29 Intuitive Shape as message The shape can be the message. A collection of vitamin packs spell out the letter of the vitamin. There can be no confusion between vitamin C and vitamin A. what is packaging design ?
30 Innovation Pack structural design and new material innovation brings new ways of packaging to the market. The 360 paper Bottle, for example, creates a water resistant re closable bottle from two sheets of paper pressure welded along the edge. Mr Clean innovates to create lifting weights with detergent bottles, turning what was a chore into a workout. what is packaging design ?
31 Innovation in a traditional category Teet flavoured milk drinks. A unique structural design and simple cluster pack create a humoristic product that represents the cow teat. Innovation is about looking at familiar problems from a new angle. what is packaging design ?
32 Innovation technology New technologies bring new packaging materials and techniques to the market. The Hot energy drink contains two liquids that separate, like oil and water, shaken they mix and generate heat for a powerful shot of energy. This whiskey packaging uses heat sensitive inks which when in contact with the hand change the images on the pack and reveal new messages. what is packaging design ?
33 The packaging life cycle From conception and development, via design and production, the packaging cycle to the shelf and the consumer. Recycling at end of life enables the material to re enter the cycle as a new package. what is packaging design ? Recycling Product conception Consumption use Strategy End of life Design Distribution Production Innovation Purchase the product Process end Process start
what is packaging design ? 34 Excess packaging – the packaging dilemma Supermarkets in an attempt to reduce waste are starting to take back excess packaging. Asda, the No.1 supermarket in the UK now accepts the return of all unnecessary packaging and is actively working with producers to minimalise packaging. All these efforts represent an opportunity for designers to rethink packaging function and design.
what is packaging design ? The essential roles and tools of packaging… 35 Packaging reduction and ‘Frustration Free’ packaging Increasingly, efforts are being made by manufacturers, distributors and designers to reduce excess packaging for environmental and health reason. ‘Wrap Rage’ is the term applied to the frustration of trying to open complex over packaged blister packs. Amazon and others have reacted with minimal ‘Frustration Free’ packaging, easily opened and recycled, toxic free.
36 Packaging and product Carbon Footprints Carbon Footprint information allows the consumer to compare the impact of their choice on the environment. The project for Sainsbury’s shows origins, kilometres travelled and CO2 output for each item and raises awareness about carbon emissions. Brands like Tesco’s Supermarkets and Innocent in the UK indicate CO2 output on their packaging. what is packaging design ?
37 Unpackaged the concept Unpackaged – an alternative approach where the consumer brings their own packaging to the shop. Purpose designed reusable, durable containers are also sold by the shop. So the designers are creating long lasting as opposed to throw away packs. what is packaging design ?
what is packaging design ? 38 Cities and States ban plastic beverage bottles Cities around the world are increasingly banning the use of plastic water bottles. This is already law in Chicago, Toronto, North Carolina, cities in Australia and is being reviewed in New York and elsewhere. Again these challenges create opportunities for designers to reinvent packaging that is functional and sustainable. In Japan systems exist already to bring your own bottle to the supermarket and refill it at the pump. You only pay for the water.
39 Fair Trade packaging Devloppement Durable Fair Trade, Max Havelaar and Traidcraft are brands committed to fair trade and commerce equitable. Through successful packaging design they can communicate the essential message about their products and producers and access a greater market, thereby bringing about change. what is packaging design ?
40 Packaging as a social or political message Packaging can perform a social or political role of advocacy. This single dose ketchup is used to communicate the campaign against landmines – In a very graphic form. Ethos Water by Starbucks contributes 50% of the sales price to creating clean water projects in the developing world. $6.2 million has already been collected and given. what is packaging design ?
41 Packaging as a force for peace Peace Oil is produced in Israel by Jews, Arabs, Bedouin and Druze working together on olive farms in the Carmel Mountains. A remarkable and unique initiative and a message of hope in a troubled world. Great to see Roman type combined with Jewish and Arabic script on the same product promoting peace. what is packaging design ?
42 Finally, is it Art? Can packaging design be art? Packaging has the power to be an iconic symbol, think of Andy Warhol’s Brillo and Coca-Cola or Chanel No.5. Packaging design can end its life as landfill or as a work of art in a gallery, it is our responsibility as designers to make the best choices for clients, consumers and the world. Packaging design has the power to do anything. what is packaging design ?
43 Reduce, Reuse, Recycle End of life, new future. what is packaging design ?
44 What is packaging? Case studies what is packaging design ? <ul><li>Case studies </li></ul><ul><li>Danone Jacobs, Singapore, Malaysia, Thailand – Revitalisation. </li></ul><ul><li>Godard Foie Gras, France – Total repositioning strategy. </li></ul><ul><li>Danone Splash of Fruit, Hong Kong, China – Creation. </li></ul><ul><li>Lucibel Lighting, France Europe - Creation, naming, brand, structure. </li></ul>
45 The creative development team Interaction and professional input from the different specialist that make up the development team in the creation and launch of a new packaging design. what is packaging design ? Client Designer Marketing Strategy Sales Structural design Manufacturing Print production Innovation Chef produit the product Design agency Client Production
46 What is packaging? Case studies what is packaging design ? <ul><li>Case studies </li></ul><ul><li>Danone Jacobs, Singapore, Malaysia, Thailand – Revitalisation. </li></ul>
47 Danone Jacobs Singapore South East Asia Original pack before redesign. Evolution strategy for the brand to communicate energy, vitality and ‘Feel Good’ wheat benefits. Revitalisation of colour palette and brand architecture. what is packaging design ? Jacobs before 1 2 3 4 5 6
<ul><li>Danone Jacobs Singapore </li></ul><ul><li>The redesign: a coherent brand architecture, Feel Good energy brand, ownership of Jacob’s yellow colour. </li></ul>
49 Metal tins, flo packs. The vibrancy and impact of the redesigned range. what is packaging design ?
50 What is packaging? Case studies what is packaging design ? <ul><li>Case studies </li></ul><ul><li>Godard Foie Gras, France – Total repositioning strategy. </li></ul>
51 Godard Foie Gras France Godard logotype, packaging and catalogue before redesign. How design and branding can totally reposition a company and its products. what is packaging design ? Godard before
52 Godard Foie Gras The business repositioned to communicate authenticity, flavour, quality and regional heritage. what is packaging design ?
53 Godard packaging what is packaging design ?
54 What is packaging? Case studies what is packaging design ? <ul><li>Case studies </li></ul><ul><li>Danone Splash of Fruit, Hong Kong, China – Creation. </li></ul>
55 Danone Splash of Fruit Hong Kong, China A new product creation: fruit flavoured mineral water. Development of the brand name, brand identity and packaging design. Objective: communicate the vitality and freshness of a fruit flavoured water with clear flavour differentiation. what is packaging design ?
56 What is packaging? Case studies what is packaging design ? <ul><li>Case studies </li></ul><ul><li>Lucibel Lighting, France Europe - Creation, naming, brand, structure. </li></ul>
57 Lucibel Lighting France, Europe Creation of a new, unique brand and packaging design for low energy CFL light bulbs. Current bulb packaging with composite blister packs, complex information, look alike packaging and weak brand presence. Our initial sketches for a user friendly eco bulb pack. what is packaging design ?
58 Lucibel Lighting France, Europe Creation of a new, unique brand and packaging design for low energy CFL light bulbs. The worlds first ecological bulbs in 100% recycled/recyclable packaging – a moulded paper pulp clam shell. Pack opening system. what is packaging design ?
59 Lucibel Lighting France, Europe Creation of a new, unique brand and packaging design for low energy CFL light bulbs. The worlds first ecological bulbs in 100% recycled/recyclable packaging – a moulded paper pulp clam shell. Winner of a Gold Award in the 2009 Pentawards. what is packaging design ?
60 Discuss packaging samples and qualities/failings. what is packaging design ? Questions and answers