DEFINITION

PACKAGING DESIGN
is the science, art and technology of
enclosing or protecting products for
distribution, storage, sale, and use. It also
refers to the process of design, evaluation,
and production of packages.
 HISTORY

The first packages used the natural

materials available at the time: Baskets of
reeds,
reeds wineskins (Bota bags),
bags) wooden boxes,
boxes
pottery vases,
vases ceramic amphorae,
amphorae wooden
barrels,
barrels woven bags,
bags etc.

Processed materials were used to

form packages as they were developed (e.g.
early glass and bronze vessels). The study of
old packages is an important aspect of
archaeology.
 Iron and tin plated steel were used to
make cans in the early 19th century. Paperboard
cartons and corrugated fiberboard boxes were
first introduced in the late 19th century.

Packaging advancements in the early 20th

century including Bakelite closures on bottles,
transparent cellophane over wraps and panels on
cartons, increased processing efficiency and
improved food safety. As additional materials,
such as aluminum and several types of plastic,
were developed, they were incorporated into
packages to improve performance and
functionality.
 OBJECTIVES

1. Physical Protection
The objects enclosed in the package may
require protection from shock, vibration,
compression, temperature, etc.

2. Barrier Protection
A barrier from oxygen, water vapor, dust,
etc., is often required. Package permeability is
a critical factor in design. Some packages
contain desiccants or Oxygen absorbers to help
extend shelf life.
3. Containment
Small objects are typically grouped
together in one package for reasons of
efficiency. Liquids, powders, and floodable need
containment.

4. Information Transmission
Packages and labels communicate how to
use, transport, recycle, or dispose the
package or product.
5. Marketing

The packaging and labels can be used

by marketers to encourage potential buyers
to purchase the product. Package design has
been an important and constantly evolving
phenomenon for dozens of years. Marketing
communications and graphic design are applied
to the surface of the package and the point
of sale display.
6. Security

Packages can be made with improved

tamper resistance to determine tampering and
also can have tamper-evident features to help
indicate tampering. Packages may include
authentication seals to help indicate that the
package and contents are not counterfeit.
Packages also can include anti-theft devices,
such as dye-packs, RFID tags, or electronic
article surveillance tags, that can be activated
or detected by devices at exit points and
require specialized tools to deactivate.
7. Convenience
Packages can have features which add
convenience in distribution, handling, display,
sale, opening, enclosing, use, and reuse.

8. Portion Control
Single serving or single dosage packaging
has a precise amount of contents to control
usage. It is also aids the control of inventory.
 Packaging Types

Product Packaging Medical Device Packaging

Bulk Chemical Packaging

Drug Packaging
 Pharmaceutical Packaging

Food Packaging
1. Primary Packaging

It is the material that first envelops

the product and holds it. This usually is the
smallest unit of distribution or use and is the
package which is in direct contact with the
contents.
2. Secondary Packaging

3. Tertiary Packaging

It is used for bulk handling, warehouse

storage and transport shipping. The most
common form is a palletized unit load that
packs tightly into containers.
 According to the type of product
being

packaged

edical device packaging

 According to the type of
product being

packaged
ulk chemical packaging
 According to the type of product
being

packaged

Retail food packaging

 According to the type of product
being

packaged
armaceutical packaging
 PACKAGING DESIGN
INNOVATION

Innovation refers to the act or process

of inventing or introducing something new.
Packaging design innovation involves new
packaging formulation for the consumers. It
could lead to an entire new industry, an
intermediate industry that formulates
improved packaging for individuals.
Companies are forming partnerships with
other packaging companies for new and
creative administrative devices and packages.
Why do we innovate?

 Innovation can shave ounces of

plastic, reduce component counts, reduce
assembly steps of production run and
ultimately, seduce the consumer with
functionality that conduce to the emotion
of desire.
 10 innovation guidelines to yield the best
of packaging design:

1. “There is never enough time - but there is

always time to do it over.”

2. Build your creative stamina.

3. “What keeps you awake at night?”

4. To shape the future, get to know the past.

5. “False prophets lead to poor profits.”

6. Never stop thinking like a consumer.

7. “The art of good observation is interpretation.”

8. Invest in design.

9. Don't underestimate the power of prototypes.

10. “Business is like wars won by strategy.”

STEPS TO A BETTER
PACKAGING DESIGN PROCESS

1.This includes the five communication points

for the front of the package:

 Brand
 Product name
 Why-to-buy statement
 Feature points
 Product image
2. Brainstorming
Once the creative brief has been approved by
the primary client contact, consensus must be
obtained from the people expected to judge the
package design from within the corporation.
Without this consensus, the design process will
fall apart. Without clearly stated, agreed-upon
objectives, the client will often start to give art
direction rather than design input. The creative
brief is there to dictate and drive the creative
direction. If everyone signs off on the creative
brief at the start of the project, you will get
better input.
3. Evaluation

From the start of any packaging project

even if you are familiar with the category—go
shopping. Go to as many different retailers as
possible, and take pictures of your clients’
product and their competitors’. Talk to the
salespeople. Ask them what they know about
the products. Notice whether they use the box
as sales tool or a crutch. Utilize the retail
environmental shots you take to drop in digital
images of your proposed designs. Present only
the designs that pop off the shelf.
4. Trace the history

Designs should be judged internally

against the original, agreed-upon creative brief
before they are presented to the client. Bring
the creative brief to the initial presentation,
and review it as a group before presenting the
creative. This will keep the meeting focused.
Once a creative direction is signed off on, focus
groups can be very helpful to confirm that the
original five communication points are receiving
the right priority for the audience.
5. Information

The packaging message should do the ff:

 Increase product recognition

 Stimulate impulse purchases
 Sway purchase decisions
 Stand in for the salesperson

The why-to-buy statement is the most

important element of copy on the package. It
should be brief, catchy, competitive, and
compelling.
6. Maintain a solid consistency.

Consistency on packaging is twofold. First,

the brand and the message should be consistent
with the corporate brand strategy. Second, if
there are multiple products in a line, the
packages should be consistent with each other.
This will make the strongest shelf impact.

A packaging guideline document can

ensure graphic elements are consistent
between products regardless of package size or
format differences.
7. Make a list and check it twice.
In all likelihood, your client does not have
a packaging checklist. Generate one for them.
It will make both of you more successful in the
long run.

A packaging checklist is used as a job

start for future projects. Items to include are
all of the tracking numbers, legal and stacking
codes. Each genre of packaging has different
requirements. Regardless of the type of
package you are designing, there are multiple
production items that are critical to its
ultimate success.
8. Select the appropriate printer in your
design.
Packaging manufacturers are very
different from sheet fed printers. There are
different substrates and file requirements.
Once a creative direction has been approved,
share this with your printer. He or she may
have suggestions upfront that could save you
time and your client money. Another issue to
consider is if the package is being printed
overseas. Find out what type of files they can
receive. Many overseas printers won’t take the
latest software versions. Also, find out how
they would like to receive the files.
9. Give time

Make sure the client knows that you need

adequate time before the file is handed off to
the printer to do a preflight. Build 24 hours
into the process to allow adequate time. Remind
the client as the deadline approaches that you
will need this time. If a file is being sent via
PDF, send mark-ups. Artwork can shift during
the production process, especially if multiple
designers have worked on the file.
10. monitoring

Once your package is in the store, check

it out. Take pictures and make sure that it has
the impact you desired. Share your success
with your client. Gather feedback from your
client and retailer regarding the success of the
packaging. Following up on your work with the
client fosters a good working relationship in the
future.
 Basic Package Labels

Do not use hand

Fragile hooks This way up
 Basic Package Labels

Keep away from Keep away from

sunlight water
Centre of gravity
Basic Package Labels

Clamp as Do not clamp as

indicated indicatef
 Different Packaging Machines

Blister packs, skin packs Seaming and Sealing

and Vacuum Packaging Machines
Machines
 Different Packaging Machines

Cartoning Machine Converting Machine

 Different Packaging Machines

Placing Machine Filling Machine

 Different Packaging Machines

Inspection Machine Closing Machine

Different Packaging Machines

Shrink Wrap Machine

Different Packaging
Materials
Plasti
cs
Metal
s
Brick
Carton
Cardbo Glass
ard
 Plasti
cs
This is the most
common packaging
material and, at the
same time, one of
the most difficult to
dispose of.
 Metal
s
Appropriate for packaging
foods (canned foods). For
drinks, such as soft drinks
beers, aluminum is often
used.
 Brick
Carton
A light, strong air-tight
packaging material.
Ideal for transporting
storage. Its complex
composition makes it
difficult to recycle. It is
becoming the main
packaging material used
for basic foodstuffs.
 Cardbo
ard
Appropriate for packaging
materials wrapping, preferable
to "white cork". It is used in
the form of boxes, sheets
corrugated cardboard.