PACKAGING DESIGN AND

ENVIRONMENTAL ASPECTS
WEEK 1
Introductions
Aim and Objectives
 Introduce the key elements of packaging design
 How to make brand-oriented packaging
 How to make product-oriented packaging
 How to make customer-oriented packaging
 Technical aspects of design, packaging and printing
 Howto select the right packaging and printing
materials
 How to make cost-effective packaging and printing
Out comes
Having successfully completed the course, students
will be able to demonstrate knowledge and
understanding of:
 Packaging

 Materials

 Technical aspects of printing

My Aim
 Have an overall understanding of printing &
packaging industry
 Types of Printing and packaging industries
 Understand the stages of printing and packaging
 Understand the design and colour chemistry
 Understand the working of printing and packaging

industries in Pakistan
 Who is who in the printing and packaging industry
The Most Important...

Your role in the

Industry
Why Package
It surrounds, enhances and protects the
goods we buy, from processing and
manufacturing through handling and storage
to the final consumer. Without packaging,
materials handling would be a messy,
inefficient and costly exercise, and modern
consumer marketing would be virtually
impossible.
Why Print

A package must protect what it sells

And
Sell what it protects
Why Print
 A package functions as a "silent salesman"
 The modern methods of consumer marketing

would fail were it not for the messages

communicated by the package.
 The ability of consumers to instantly

recognize products through distinctive

branding and labelling enables supermarkets
to function on a self-service basis.
Printing And Packaging ...
A consumer is tempted by functional and
attractive packaging ideas, by multisensory
appeal and creative design (preferably with
packaging ideas made from board). He
acknowledges additional benefits and appeal
and is even willing to pay an extra charge for
them.
The TEN Points
Good starting points for improvements,
changes, innovations which optimise the
features of packaging that determine buying
decisions and thus generate new market
potential can be summarised in ten points
about product packaging:
Point 1
 Eye-catching appearance A distinctive,
unmistakable and eye-catching appearance
to which all consumers and particularly the
younger ones respond positively.
Whatever stands out clearly in the
monotonous competitive environment,
whatever is surprising scores points with the
consumer. Special effort makes a special
impression - and is allowed to cost more too.
Point 2
Design, shape and colour The purpose of well-
considered design, creative printing and
finishing is to entice the consumer to devote
attention to the pack and its contents.
Aesthetics and attractiveness are major
distinctive features - and are in fact essential
in some product segments: beautiful
packaging design is of central importance in
the cosmetics and confectionery product
groups. Consumers like to buy agreeably
designed and decorative products!
Point 3
Functionality Functional aspects are the basis
for all successful packaging and for thus
greater product success too. Product and
aroma protection, hygiene and tightness,
environmental responsibility and practical
handling (in both use and storage) are just as
important here as ideas that improve
comfort: closure mechanisms, portioning,
see-through windows, for example.
Point 4
Innovation Novelty has exceptionally strong
appeal. An innovative pack can even make
"new products" out of familiar ones. Unusual
solutions, functional new developments and
originality not only set design trends but also
boost sales!
Point 5
Material What is printed on board is read
particularly willingly, while what is packaged
in board sells particularly well. Sustainability,
easy disposal and, above all, great design
variety and potential are particular features of
the material. Popular with consumers,
particularly high appeal and many other
advantages too.
Point 6
Efficient communication The packaging is the
credible medium at the point of sale and is
consulted willingly and intensively (Point 5).
This makes it an efficient means of
communication and, in addition, one that
gets closer to the consumer than all others. If
several of his senses are appealed to as well,
he can be persuaded particularly successfully.
Point 7
 Multisensory appeal Anyone who approaches
consumers via several of his senses attracts
greater attention, intensifies perception and
stimulates interest in buying. Packaging that
can be felt, smelled and heard as well as
looked at wins the customer's favour. So
much so that he is willing to pay a higher
price for this multisensory appeal.
Point 8
 Appropriateness for the product Packaging is
considered to be an important indicator of
quality. The quality of the product therefore
has to be communicated by good packaging
and not just by promises of quality made in
the text on the packaging. A credible "overall
work of art" is created as a result, in which
the contents and the packaging are coherent
and the consumer is convinced by their
consistency.
Point 9
Value Packaging is an excellent way to
communicate sophistication, class and value.
This makes it an ideal strategic option for
expressing premium positioning - as well as
being the instrument of choice when a
product needs to be upgraded or a brand
needs to be revitalised. Products in classy
packaging are particularly popular presents
too
Point 10
Additional benefits Successful packaging not
only combines what is pleasant with what is
functionally useful but also provides
additional benefits. For example, as a gift or
for presentation, with entertaining
components or simply by making it possible
to continue using the packaging for
something else after the product has been
consumed.
Printing And Packaging Industry
Printing companies can be categorized based on;
1. Type of customers they serve
2. Types of jobs they print and
3. The equipment they use.

The printing market is often split into 4 segments:

Commercial printing – Commercial printers typically print a wide range of products, from
stationery to brochures and magazines. Some companies do  focus of specific markets, such as
quick printers, forms printers, wide format printers, direct mail printers and companies doing
security printing. Etc Bill Boards, Money.

Packaging printing – Packaging printers specialise in printing all kinds of packaging such as
boxes, cartons, bags, cans, tags and labels.

Publication printing – Newspaper printers, book printers, magazine printers or directory printers
target the high volume work in a specific market.

In-plants – An in-plant is a printing facilities that is part of a company or institution and only
produces print for its own employer.
Packaging Design
 What are the basic functions required?
 How does the product (food, chemicals)

affect pack choice?

 What are the cost constraints?
 What are the environmental impacts?
Packaging Selection Criteria
 Product Protection

 Convenience

 Sales Appeal and Package Decoration

 Product Package Compatibility

 Packaging Machinery

 Packaging Machinery

 Package Sealing Efficiency

 Package Strength

 Statutory Requirements

 Material Availability

 Cost
Packaging Material
 Paper and board
 Glass
 Metal
 Ceramic
 Plastics
 Fiber
Printing Processes
There is a wide variety of technologies that are used to print
stuff. The main ones are:

 Offset – The full name of this proces is offset lithography. It is

the most widely used printing technique on the market,
suitable for printing on paper, cardboard, plastic and other
flat materials. Offset is used for printing books, newspaper,
stationery, packaging, etc.
 Flexo – In flexographya flexible (typically rubber) printing

plate is used, which extends the range of substrates that can

be printed on. Plastics, metals, cellophane and other
materials can be printed on. Flexo is mainly used for
packaging and labels and to a lesser extend also for
newspapers.
Printing Processes
 Digital printing – A number of different printing
technologies such as inkjet and xerography are often
referred to as digital printing. These are the newest
procesees and as such they are gradually replacing
other processes. They also offer new possibilities
such as variable data printing, in which each printed
copy is different from the previous one.
 Screen printing – This printing technique can handle

a wide range range of materials and the printing

surface does not have to be perfectly flat. Printing t-
shirts or glass surfaces or on wood are some of the
possibilities.
Printing Processes
 Gravure – Also known as rotogravure, this is a
technique in which an image is engraved into
a printing cylinder. That cylinder is inked and
this ink subsequently transfers to paper. 
Gravure is used for high volume work such as
newspapers,  magazines and packaging.
P&P in Pakistan
The retail sector has been flourishing in
Pakistan for the past few years on the back of
increased consumer spending, but it is not
the only sector benefitting from the
phenomenon. Allied industries, particularly
the packaging industry, have also made
fortunes from a rise in consumer demand in
the world’s sixth-largest market by consumer
size.
(Express Tribune 20th June 2013)
P&P in Pakistan