- Package (verb) - to make into a package; especially: to produce as an entertainment package b: to present (as a product) in such a way as to heighten its appeal to the public. Origin, 1540, 'the act of packaging," from pack (n.) or from cognate Du. package "baggage." The main modern sense of "bundle, parcel" is first attested 1722. The verb is 1922, from the noun.
- Defining consumption broadly. 'But how much is consumption is too much?'
- 'As designers we have the responsibility and an opportunity to lead our consuming societies..'
- 'Design responsibly. Consume sustainably. Live extemporaneously.'
- Pages 6 to 7.
Introduction - page. 10
- 'Cupping two hands together in a river. Lifting water, the source of life. Plunging your face in, taking a sip. Consuming this plentiful product, packaged in two hands. The original, highly organic, recyclable, sustainable, reusable, and multipurpose package design - your right and left hand.'
- 'Artefacts that are converted from natural resources to products often need to be packaged for safety, security, identification, containment, shipping, and all that surrounds the effort to get the resource from one place to another.'
- 'Although packaging has been around since the birth of humanity, we are now starting to comprehend the impact packaging has on the planet we occupy.'
- 'Was packaging discovered or invented?'
- Basic level of packaging to protect, contain, and identify products and materials from point A to point B.
- There are many reasons for packaging - the most objectives prioritised based on the contents and the intended audience or consumer.
- How important is the package to the eventual success of the product and brand? This depends on the relative importance of the contents and the importance you and the client place on the package design.
- American psychologist Abraham Maslow. Items that deliver on the physiological - the basic needs of an individual - will likely be packaged at the same level.
- For example: the average, semi-lean, hamburger meat at the local grocery store, labeled and shrink - wrapped, is a great example of the way contents and package delivers on the physiological needs of a consumer.
- From base to peck, the self-actualisation level is required to connect a product to these higher needs in a consumer's life.
- Chart of example explained page 13.
Packaging History - page.14
- Packaging was a delivery device that was intended to get the product safely to its destination. Merchants offered the final hand delivery to the consumer seeking to make a purchase.
- Further exploration of the influences of packaging design takes us to the surrounding media, materials, manufacturing, processes, and other innovations.
- Historically, packaging was the only medium available to build a product brand.
- New materials brought lighter-weight packages, better protection from theft and spoilages.
- Manufacturing processes evolved from individual labourers packing each product to completely automated plants that produce and package as many items in a day as labourers would produce in a year.
Packaging Today - page.16
- Procter & Gamble believes the package is the first and almost always the last moment of truth before a purchase is made.
- The changing media landscape creates more opportunity for packaging that works hard at the shelf to get attention and gain trust.
- SIMPLICITY: Yes, customers are still busy and desire packages that are simple to buy and understand. Complicated is the enemy.
- CONVENIENT QUALITY: People want speed and convenience, without sacrificing quality. Within ten to twenty seconds, shoppers make a category decision at the shelf. Quality of package conveys quality of product. Imagery and design only have a second or two for success or failure.
- GLOBALIZATION: This impacts the sourcing of products, market expansion opportunities, and the sourcing of services such as printing, prototyping, and manufacturing. Identifying the country of origin is often required on packages and is becoming a larger part of consumers' decision-making criteria.
- NEW CONSUMER INFORMATION: Price comparison is mere table stakes. Now customers compare corporate ethics, country of origin, and environmental responsibility.
- BRAND TRUST: Packaging can let consumers see inside the organisation, and it requires trustworthy behaviours across all aspects of the organisation.
- GREEN IS THE NEW GOLD: Environmentalism and the new consumer are drawn to behaviours that preserve the planet we live on. Packaging design can make a large contribution to the fulfilment of this trend.
The Consumer Movement - page.20
- Designers have the opportunity, and some might say an obligation, to make package design compelling and appealing to the environmentally conscience consumer.
Planning - page.26
- 'like a river, the packaging design process needs to flow from wide open narrow and then back to wide again.'
Research - page.28
- Current research techniques by Dan Hill read emotional reactions to visual language, translating the ever-elusive emotional landscape of consumers.
- Seeking understand people, culture, and objects is the baseline.
- Context is essential. When observing behaviours, asking questions, or just getting a feel for the situation, having the right context matters.
- Research in consumer's homes will likely reveal certain behaviours and influences when it comes to packaging they prefer.
- Research in retail will get at other aspects. These are big areas, but by no means the only ones.
- Objectives are next. The method of research varies from simple individual observation to multivariable analysis with an intentionally predictive outcome.
- This requires starting with a set of objectives that will drive your choice of methods and set context.
- Objectives should be measurable.
- Exploratory research is the place to begin when looking at package design process.
- This method can be qualitative with large enough sample size, but the real focus should be on the questions and the interviewer conducting the research. Fieldwork is essential for any brand with a package.
- Testing is set up with assumptions and seeks to understand truths about how the larger population will respond to the aspects of the package.
- This method can be overused. For instance, over-testing something to ensure that it doesn't offend anyone leads to a rather boring package design.
- Facial recognition techniques explored by Dan Hill in his book, Emotionomics, offer a field full amazing discoveries. Interpreting facial reactions will allows you to see true emotions coming from consumers.
- For example, try opening a bottle of curdled milk in front of a friend, smelling it, and then asking him to try it. Unless your friend has an odd fascination with spoiled food, he'll likely refuse with only few words exchanged. Such techniques offer much more reliable, emotional information to inform packaging decisions.
Creating - page.41
- Four criteria of a successful package are identification, functionality, personality, and navigation.
- Identification speaks to how well the consumer can identify the product from the package when shopping the category.
- Functionality relates to the usability of the product and increasing the product's purpose and efficacy.
- Personality is how the brand comes to life on the package.
- Navigation refers to how the consumer finds and uses the category and specifically, your selection of package.
Designing Packages - page.56 - 59
- Design Green Thinkers (living versus acting sustainably.)
- We, as a design community, have all the tools at our disposal to make an impact with every package design. Small steps makes for little carbon footprints when it comes to an environmentally sound package.
- Just inches of packaging material saved, or an extra moment spent considering the environmental impact fro each part of the package, can yield profound results.
- Books like Cradle to Cradle, Natural Capitalism, and others deliver great insight into how to think about the packages we create. In addition, both books hammer out economic factors and the potential financial and social rewards for adopting responsible behaviours and a green business strategy.
- The "holy cow" impact will come from innovative new products and packages that use fewer raw materials, make it easier to reuse or recycle, and reduce the impact from point of origin to final destination.
- Studies have shown that homes in the civilised world have equal or greater quality water on tap.
- Another example. Cradle to Cradle advocates: Keep biological innovations and industrial innovations separate when designing a package.
- When you have something that decomposes, make it easy to separate from the parts that need to be recycled. This means blending cardboards and un-recyclable plastics isn't good, but blending cardboard and bioplastics is. Keep it economically simple for the consumer. The impact is less and the reward greater.
- Many packages have secondary uses. but few see the value of having their branded package carry on in the life of your customers. The lite2go packaging that becomes the light with minimal assembly is a highly creative articulation of how to reuse
- Images on page 58 and 59.
Sustainable Design Behaviours -page.60 - 61
- Applies to packaging: Real change will happen when it makes solid economic sense. And it will make economic sense, unless it's trendy. Trends come and go.
- Hollywood likes trends ; environmental activists do not. If protecting the big blue marble we all live on becomes merely trendy, we're in big trouble.
- Bill McDonough, author of Cradle to Cradle, posed to many corporate design teams long before it became hot to say, "Hi, I'm carbon neutral, how are you?".
- McDonough's efforts may not have led the consumer products environmental movement, but they have been recognised as important cogs in the system of sustainable design.
- Using recycled materials when considering an environmentally responsible design, there are many more factors at work.
- Sustainable designs for Aspenware/wun cutlery.
- Images on page 60 and 61.
Materials Options - page.80 to 82 to 83
- Materials are most commonly paired with certain package types: Corrugated fibreboard boxes, glass bottles, and aluminium cans are classic examples.
- This is where the design mind can start reformulating to have corrugated plastic boxes, aluminium bottles, or even plastic cans. Start blending materials and creating hybrid combinations, and you may find some interesting results.
- Within each of the aforementioned categories (glass, plastics, etc) there are many permutations and variations. The variations offer details like textured or heat-sensitive plastics or nonslip rubber or extra sticky rubber. Each detail can offer another element to build on the experience of the product and the package.
- Images of selection of materials on page 82 and 83.
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