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Packaging design content behind the first impression
Prof. Dr. Ir. Roland ten Klooster
21/01/2014 Packaging design trends, methods & results 2
To introduce myself: two positions
Designer/consultant at Plato product consultants
Since 1991
Professor Packaging Design and Management (1 day a week) at University of Twente
Since 2006
Chair has been founded by the NVC Netherlands Packaging
Centre is and co-financed by twelve companies
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Plato product consultants
Design consultancy on packaging Delft, The Netherlands, since 1991 www.platopc.nl
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Heat sealing - Study 2: P = x (W), h = y (W/m2K)
Own initiative started in 2004 – in production at Crown
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Chair Packaging Design and Management
Since 2006
Chair Packaging Design and Management
Coordinated by the NVC Netherlands Packaging Centre and co-financed by twelve companies
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Chair Packaging design and management
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Education
Two 5 EC master subjects
Capita Selecta / minor and free orders
Bachelor theses
Master theses
Research
Design methods
Supply chain 2015
The Packaging Line of the Future
The intuitive packaging
The unpredictable consumer
Sustainability
Chair Packaging Design and management - Up to now
56 master theses Over 30 M.Sc. work in ‘the world of
packaging’ Scientific papers Team with 5 people Hidden health – FrieslandCampina,
University Utrecht – FND (finished in 2013) FOCOM – many partners, a.o. Heinz IOP – with Tata Steel, Ardagh, Bio+, Heinz,
Paardekooper Research project for SmurfitKappa
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Structuring packaging design
Introduction
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Product functionalities
Business Management
Design related
Functionalities of use
Packaging functionalities
Objective:
To be able to use
the product
Packaging costs
Process costs
Way of use
Psychological
Design (styling)
Informing
Distributing
Conserving/
Protecting
More tactically based More strategically based
Societal
Politics
Regional/global
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Normal
Production
Continuous
Improvement
Collect & Translate
Customer
Requirements
Product
Design and
Development
Process
Design and
Development
Pro
cess a
nd P
rodu
ct
Valid
ation
Marketing R & D
Product development
Process development
Production
QFD DFMEA PFMEA MSA DOE Cp/Cpk CP SPC OCAP Kaizen
Six Sigma
Roadmapping Value Management
MANUFACTURING
Design for Six Sigma Lean tools
Quality
Cost
Delivery Suppliers
Humanresource
Tools
IPP
I le
erc
yclu
s (
trip
le l
oop)
Decision chain Approach
Design tools:
- FEM
- Modelmaking
- Visualisation
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Packaging design
In practice Design offices Beautiful pictures Have to be translated to producible proposals
Lack of knowledge of packaging aspects Small aspects can break down the
feasibility of the design completely Therefore many redesigns of existing
packaging (graphic design)
21-1-2014
Normal
Production
Continuous
Improvement
Collect & Translate
Customer
Requirements
Product
Design and
Development
Process
Design and
Development
Pro
cess a
nd P
rodu
ct
Valid
ation
Marketing R & D
Product development
Process development
Production
QFD DFMEA PFMEA MSA DOE Cp/Cpk CP SPC OCAP Kaizen
Six Sigma
Roadmapping Value Management
MANUFACTURING
Design for Six Sigma Lean tools
Quality
Cost
Delivery leveranciers
mensen
middelen
IPP
I le
erc
yclu
s (
trip
le l
oop)
Decision chain approach
Design tools:
- FEM
- Modelmaking
- Visualisation
Engineering
Product
knowledge
Process
knowledge
Design and
styling
Packaging
technology
Our judgement – the moments of truth
The first moment of truth The design of the packaging
The second moment of truth ... The x moment of truth The convenience of the packaging during
use
At least from these two (design and use)
we know they are of importance
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The intuitive packaging Research theme
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The intuitive packaging
Aim To make the way of opening of packaging easier
To get insight in way people approach packaging
To find the most important drivers
To gather data of forces and dimensions
To develop schemes which designers can use
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Convenience – according Sanne Tiekstra (Bachelor
project for Friesland Foods)
The package should be tested in actual situations
The package should not be tested too late during the concept phase of the production process
To open the package, the consumer needs few manipulations, short time and limited force
It is clear where/how to open, use and re-close the package
Designers should consider checklists like those of Kesercioğlu (2005) and Freudenthal (1999)
When people with less strength are able to use it, people with more strength are too
Designers should consider lateral grips
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? Testing should be done in actual
situations
It is clear where/how to open, use and re-close the package
people with less strength are able to use it, people with more strength are
too
consider lateral grips
Is the concept
convenient?
consider checklists
target market Test convenience in an early stage
Few manipulations, short time and limited force
Concept, idea, sketch of a packaging
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Testing should be done in actual
situations
It is clear where/how to open, use and re-close the package
People with less strength are able to use it, people with more strength are
too
consider lateral grips
consider checklists
Is the concept
convenient?
consider checklists
target market
Test convenience in an early stage
Few manipulations, short time and limited force
Concept, idea, sketch of a packaging
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6
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Use of Packaging Packaging Design and Management
Assignment - by students Industrial Design Engineering, University Twente, May/June 2008
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…and reclose the bag
Problem:
the label will not
close properly
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Testing should be done in actual
situations
It is clear where/how to open, use and re-close the package
people with less strength are able to use it, people with more strength are
too
consider lateral grips
consider checklists
Is the concept
convenient? consider checklists
Remind rituals
target market
Try to find out in how many ways
people approach the packaging. Adjust
the packaging design to this
Test convenience in an early stage
Few manipulations, short time and limited force
Concept, idea, sketch of a packaging
People don’t read
Are you sure? Did you test it?
consider checklists
Life impact period
Remind prototyps
Convenience
Mostly you only get one chance to proof the packaging works well If you don’t succeed the first time it is
hard to get the customer back Be sure it is absolutely clear what to do
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Research after accesibility of design by Thierry Spaans
(student)
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A method to judge top seals on accessibility (by Thierry
Spaans, student)
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The unpredictable consumer
Research theme
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The unpredictable consumer
Aim To get insight in the way people choose products
To know the influence of packaging design
To be able to define detailed briefings based on target market proposition
Elements that define the ‘image’ of the packaging
Design Color Use of brand mark Graphic devices Typography Images Culture Gender …
Use of font - Congruent versus incongruent
Source: Thomas van Rompay (UT Psychology)
Seeing the product
Fitting within the product codes Standing out from the crowd
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Full, biological or farmer product
Lydia Janssen
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How far can you go before losing your image?
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M Damhuis
Assignment
in 2007:
How far can
you go
before losing
the image?
Influence of packaging design on consumer behaviour
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The intuitive packaging
Packaging design: the first impression
Look at the product group design language
Details can make and ruin a design
Do not fully rely on designers: test it in the market
The outcome of the design process is related to the efforts that marketing can or has to make
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Sustainable packaging design Research theme
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Sustainability - definition
‘Sustainable Development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs. This involves addressing economic, social and environmental factors, and their interdependence in an organization's decision-making and activities’
World Commissions on Environment and Development (the Brundtland Commission) during a United Nations conference (WCED, 4 August 1987)
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Human behaviour
More individualistic Hedonistic Impulsive Unconsciously influencing (advertising psychology) Temptation
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Energy consumption – daily life (source Incpen)
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Need for food – energy consumption - chain analysis
(Incpen)
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Need for ice – chain analysis
Carbon Foot Print Ben & Jerry's (Website B&J - 2008)
Sourcing of ingredients
(chocolate, fruit, cereals)
Energy needed for cooling
Dairy supply chain
Transport finished product
Packaging
Rest
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Strawberries
Eating strawberries out of the season
Imported from Chili by airplane
Between 2 and 4 kg of kerosene for 1 kg of strawberries
The government puts taxes on the plastic packaging of 12 grams because packaging is bad for the environment
What kind of message is this?
LCA (SIMAPRO), DATASHEETS
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2
µpt
43
µpt
Low-fat
milk, no
quotas
Low-fat
milk
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EXISTING TOOLS AND TECHNIQUES
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Sustainable packaging
Every packaging is sustainable because it protects a product There is no sustainable packaging
because every packaging needs scarce sources for raw material and/or production
STARTUP DEVELOPMENT LIFE CYCLE
Not enough attention to functional specifications Lack of transparancy: • Life cycle = suppliers
+ customers • Impracticability of data • Lack of reliable data • Lack of clear language • Selective use of tools,
methods and data
PROBLEMS FROM INDUSTRY
Waste processor
Manufacturer paper/board
Supplier chips Supplier pulp
Producer PE granules
Producer inks X
Producer blanks
Producer fresh dairy products
Logistics company
Logistics company
Logistics company
Producer glue
Farmer
Producer feed
Producer fertilizers
Owner forrest
Producer PE granules
Oil refinery
Energy company
Water supplier
Energy company
Oil refinery
Energy company
Distributor
Supermarket Consumer Energy company
Energy company
Logistics company
Waste processor
Logistics company
Logistics company
Producer machinery
Producer machinery
Producer machinery
Producer closure
Logistics company
Producer X colorants
Producer additives
Chemical pigment producer Z
Natural pigments miner
Chemical pigment producer W
Manufacturer Corrugated boxes
Chemical pigment producer X
Natural pigments miner
Resins miner
Chemical pigment producer Y
Producer inks Y
Producer Y colorants
Producer additives
Actor networks
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Sustainable packaging design
Complex Needs time to get insight in all relevant
aspects Consumer behaviour is of great
importance Closed material loops: not yet for food
packaging (food safety, too much in unknown, the sector is not mature yet) All aspects have to be balanced
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Conclusion
Consumers know within a few seconds everything about the product by just seeing the packaging: taste, price, healthy or not, natural or synthetic, etc.
There is no such thing as intuition looking at the way people open a package; we only know if the design is convenient by testing it
It is impossible to say something about the environmental load of a packaging without taking the product into account
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Thank you for your attention
