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PRODUCT DEVELOPMENT. 11.Lesson Packaging Rünno Lumiste. PACKAGING AS SOURCE OF BUSINESS OPPORTUNITIES. Package for yourself Products Machines and devices Materials Methods FUNCTION OF PACKAGE to contain to inform to advertise. page 5.

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  1. PRODUCT DEVELOPMENT 11.Lesson Packaging Rünno Lumiste

  2. PACKAGING AS SOURCE OF BUSINESS OPPORTUNITIES • Package for yourself • Products • Machines and devices • Materials • Methods FUNCTION OF PACKAGE • to contain • to inform • to advertise

  3. page 5 • … designers must address is an understanding of society and the needs, wants and desires of the people within it. Without this, design will have no focus, no matter how technically brilliant or financially sound it may be, and therefore it will have little impact.

  4. In the beginning and looking forward • Understanding the target audience • The packaging designer’s toolbox • Creating Design concepts • Design development • Working with brands • Packaging obligations and responsibilities • Finding your role

  5. 1. In the beginning and looking forward 1.1 Packaging in context Packaging is output of human creation. 1.2 Packaging in post-modern era 1.3 Social and economic changes 1.4 Technological advances 1.5 Changes in design practice Evolvement of packaging design firms www.zundagroup.com, www.dareonline.co.uk, www.designbridge.com

  6. 1.2 personal STRUCTURED SOCIETY • Objective • Formal • Ordered • Rigid • Impersonal • Safe FLUID SOCIETY flexible risky subjective informal dynamic

  7. 1.2 Changing Society • Now • Careers • Relationships • Trust in Authority • Life stages • Pensions • Social Structures • Gender roles • Family Then

  8. 1.2 Results as changes • Plurality • Freedom • Informality • Tolerance • Anxiety • Age, gender, class, background, religion, ethnicity • Lifestyle, Individual differences, new communities and tribes

  9. 1. 3 Eating habits • Significant numbers of women in work • Ownership of microwave owners • Lack of time • Less empasize on traditional eating • Decline in culinary skills • Increase in eating out • Internationalization of eating habits • Increase in snacking • Health issues • Organics market • Alchochol

  10. 1.4 Technological advances • Microvawe cooking (1947) • PET trays (Polyethylene Terephthalate) • Frozen food • Modified atmoshere packaging • RFID (Radio Frequency Identification) • Nanotechnology (material properties) • Paper batteries

  11. 1. 4 Retailing • Self service shoping • Supermarket design • Global retailing • Home shoping (internet) ADDITIONAL LITERATURE: Food for Thought (Discount food retailer expanding) http://video.foxnews.com/11562662/meghan-mccains-take#/11491146/food-for-thought/?category_id=ef08d24fac5bb90c6b8b114674df71418d6fc1a8

  12. 2. Understanding the target audience 2.1 From mass to niche markets

  13. 2.2 Defining market sector • Demographics and psychographics • Gender, occupation, education, socio-economic status, religious and ethnic groupings, geographical location, maritial status, family size • Product category, business activity, subject (obesity), groups • Creating virtual consumer, lifestyle profiling

  14. 2.3 Techniques for researching target audience • Collating research materials • The brief reading • Desk research • Observations • Ethnographic research • Multiple influences

  15. 2.4 Preparing mood boards that workhttp://estilomnovaes.files.wordpress.com/2009/05/design-mood.jpg

  16. 3. Choosing packaging material brief Stage 1: Research Market sector analysis Identify target audience Product characteristics Production and distribution requirements Consumer requirements Consumer profile mood boards Stage 2: Concept design Design development models, presentation boards, detailed costings Designs concepts sketches, mock-ups, initial costings, environmental implications Material options manufacturing, filling and packing implications Reccommended designs Stage 3: Design development Client presentation

  17. 3.1 Choosing packaging materials WOOD PAPER AND BOARD GLASS METALS PLASTICS Solid board corrugated board Aluminium/ steel flexible rigid Type Creates pallets boxes Rigid boxes sleeves, folding cartons, trays, backing cards die-cut fittings, shipping cases, point of sale Jars bottles foils, bottles, trays, drums, tins/cans tubes Bags, wraps, tubes, foams Jars bottles trays blisters tubes Typical pack forms strength Display low cost Protection versatility print quality Strength protection Gas/liquid barrier, clarity quality Gas/liquid barrier, strenght versatility Versatility cost effective lightweight Principal properties COMPOSITES from several materials

  18. PACKAGING MATERIAL • Plastic • Glass 3.2 SURFACE DECORATION • Different printing technologies • Colour (emotional, cultural, product categories 79), corporate image • Typography • Photography and illustrations

  19. Typographyhttp://en.wikipedia.org/wiki/Caterpillar_Inc. http://upload.wikimedia.org/wikipedia/commons/c/ce/EasyJet_logo.pnghttp://en.wikipedia.org/wiki/Thai_Airways_Internationalhttp://en.wikipedia.org/wiki/First_Automobile_Workshttp://en.wikipedia.org/wiki/Eesti_Energiahttp://www.chinacarforums.com/chinese_car_manufacturers.html

  20. 4. CREATING DESIGN CONCEPTS • Understanding the brief • Point of sales, Advertising strategy • Sources of inspiration

  21. 4.2 Sources of inspiration • Search for great idea • Stimulation for thinking • Brainstorming (as much as possible ideas) • Art and design influences (Italy, China, Saaremaa) • Nature (mountains, see, wild nature) • Research and concept generation

  22. 5. Design Developmentp.121 Selecting and discarding design concepts Developing Concepts Structural and graphic Mock-ups Working with materials and on-screen Models Creating visual representations of finished pack Presenting design recommendations

  23. 5.1 Incorporating graphic design • Model making • Computer generated models • Solid modelling software • Presenting design

  24. Mattonihttp://www.alibaba.com/product-tp/11107335/Mineral_Water.htmlMattonihttp://www.alibaba.com/product-tp/11107335/Mineral_Water.html Karlovy Vary - Carlsbad Pinifarina

  25. BRAND • What is brand- is a name or trademark connected with a product or producer.* • Brand types (personality- name and product) • Brand extension • Brands through shape and sound • Logos • Creating of sub-brands *The American Heritage Dictionary of the English Language, Fourth Edition. 2004

  26. PERSONALITY BRAND (sportspeople, celebrities, artists …)http://en.wikipedia.org/wiki/Nike,_Inc. http://en.wikipedia.org/wiki/Li_Ning_Company_Limitedhttp://www.bjorn-daehlie.com/en/Bj/pure-function/ • LiNing CompanyLimited (In LA Olympics 1984 Li Ning got 3 gold medals. started 1990 and 2008 was closing to 1B$) • Bill Bowerman (traineroftoprunners)

  27. Name, Name-Logo, Logo-Name, Logo

  28. Responsible design • Recycling • Energy invested • Remove, reduce, reuse • Ethical trading Product Package

  29. Package in package • Containers • Putting to shelves • Functional features • Company image • Workclothes

  30. Future of packaging • Packaging manufacturing • Technological changes • Brand owners


  32. Li Ning • Everythingispossible • Adidas • Nothingisimpossible

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