PRODUCT DEVELOPMENT

PRODUCT DEVELOPMENT

11.LessonPackaging

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

• … 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.

1. In the beginning and looking forward2. Understanding the target audience3. The packaging designer’s toolbox4. Creating Design concepts5. Design development6. Working with brands7. Packaging obligations and responsibilities8. Finding your role

1. In the beginning and looking forward1.1 Packaging in contextPackaging is output of human creation.

1.2 Packaging in post-modern era

1.3 Social and economic changes

1.4 Technological advances1.5 Changes in design practiceEvolvement of packaging design firms

www.zundagroup.com, www.dareonline.co.uk, www.designbridge.com

STRUCTURED SOCIETY• Objective• Formal• Ordered• Rigid• Impersonal• Safe

FLUID SOCIETY

risky

dynamic

flexible

informal

subjective

personal

1.2

1.2 Changing Society

• Careers• Relationships• Trust in Authority• Life stages• Pensions• Social Structures• Gender roles• Family

Then Now

1.2 Results as changes

• Plurality• Freedom• Informality• Tolerance• Anxiety

• Age, gender, class, background, religion, ethnicity• Lifestyle, Individual differences, new communities

and tribes

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

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

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

2. Understanding the target audience

2.1 From mass to niche markets

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

2.3 Techniques for researching target audience

• Collating research materials• The brief reading• Desk research• Observations• Ethnographic research• Multiple influences

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

3. Choosing packaging material

brief

Market sector analysis

Production and distribution

requirements

Product characteristics

Identify target audience

Consumer requirements

Consumer profile mood

boards

Reccommended designs

Client presentation

Design development

models, presentation boards, detailed costings

Designs concepts sketches, mock-ups, initial

costings, environmental implications

Material options

manufacturing, filling and packing implications

Stage 2: Concept design

Stage 3: Design

development

Stage 1: Research

3.1 Choosing packaging materials

WOOD PAPER AND BOARD GLASS METALS PLASTICS

Creates pallets boxes

strength

Aluminium/ steel

Solid board flexible

Bags, wraps, tubes, foams

foils, bottles, trays,

drums, tins/cans

tubes

Jars bottles

Rigid boxes sleeves, folding cartons,

trays, backing

cards

Prin

cipa

l pr

oper

ties

Type

Typi

cal p

ack

form

s

corrugated board rigid

Gas/liquid barrier, clarity quality

Display low cost

Protection versatility

print quality

Gas/liquid barrier,

strenght versatility

Versatility cost effective

lightweight

Jars bottles trays

blisters tubes

die-cut fittings, shipping

cases, point of sale

Strength protection

COMPOSITES from several materials

PACKAGING MATERIAL• Plastic• Glass3.2 SURFACE DECORATION• Different printing technologies • Colour (emotional, cultural, product

categories 79), corporate image • Typography• Photography and illustrations

Typographyhttp://en.wikipedia.org/wiki/Caterpillar_Inc.

http://upload.wikimedia.org/wikipedia/commons/c/ce/EasyJet_logo.pnghttp://en.wikipedia.org/wiki/Thai_Airways_International

http://en.wikipedia.org/wiki/First_Automobile_Workshttp://en.wikipedia.org/wiki/Eesti_Energia

http://www.chinacarforums.com/chinese_car_manufacturers.html

4. CREATING DESIGN CONCEPTS

• Understanding the brief• Point of sales, Advertising strategy• Sources of inspiration

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

5. Design Development p.121

Selecting and discarding design concepts

Developing ConceptsStructural and graphic

Mock-upsWorking with materials and on-screen

ModelsCreating visual representations of finished pack

Presenting design recommendations

5.1 Incorporating graphic design

• Model making• Computer generated models• Solid modelling software• Presenting design

Mattonihttp://www.alibaba.com/product-tp/11107335/Mineral_Water.html

Karlovy Vary - Carlsbad

Pinifarina

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

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/

• Li Ning Company Limited(In LA Olympics 1984 Li Ning got 3 gold medals.started 1990 and 2008 was closing to 1B$)

• Bill Bowerman(trainer of top runners)

Name, Name-Logo, Logo-Name, Logo

Responsible design• Recycling• Energy invested• Remove, reduce, reuse• Ethical trading

Product

Package

Package in package

•Containers •Putting to shelves• Functional features• Company image•Workclothes

Future of packaging

• Packaging manufacturing• Technological changes• Brand owners

THANK YOU FOR ATTENTION

• Li Ning• Everything is possible

• Adidas• Nothing is impossible