PACKAGING DESIGN

Akhilendra Pratap
INTRODUCTION

Packaging is concerned with designing and producing of

appropriate packages for a product.

It can be described as a coordinated system of preparing

goods for transport, warehousing, logistics, sale and end
uses.

Packaging means a case, container, wrapper or other

receptacle for packaging goods. It can be made of metals,
plastic, wood, paper, glass, laminates, polyester.
HISTORY
Packaging has begun with natural materials such as
leaves.Serial production was later done with products such
as weaved materials and pots. It is estimated that glass and
wood packaging are being used for around 5000 years.In
1823 Englishman Peter Durand obtained the patent for the
first metal packaging made from sheet metal "canister.
Paper and cardboard have become important packaging
materials in 1900s. With the invention of plastic, it started
replacing paper as a packaging material.
General use of plastics in packaging applications has started
after World War 2.Polyethylene was produced in abundance
during the war years and became an easily found material in
the market right after the war.The growth in plastic
packaging has sped up since 1970s.
GLASS PACKAGING FROM EGYPT
TO PRESENT DAY
Glass packaging first begun to be used in 1500 B.C in Egypt. Glass,
first seen used as a pot, was being mixed with melted limestone,
soda, sand, silicate and shaped into glass packaging.
Around 1200 B.C pots and mugs started to be made from moulded
glass.After the invention of the blow pipe in 300 B.C, the production
of completely transparent glass was started which improved and
expanded.
After the 1970s glass packaging begun to be used in high value
products' protection and has a wide range of usages today.
METAL PACKAGING
Since ancient times metal packaging seen in forms of gold and silver
boxes as well as strong alloys and coverings is today being used to
protect many products.
The production of tin sheet was invented in Bohemia , Afterwards in
the beginning of 14th century tinned food cans have started to be
used.This technology was kept a secret since the 1600s, and has been
replaced by better quality and easier produced steel after William
Underwood forwarded the process to USA.
The idea of putting food safely in metal packaging was first had in
1809 when Napoleon Bonaparte said he would award 12thousand
Franks to whomsoever comes up with a method to protect the army's
food supply.
The first printed box in the history of metal packaging was
made in 1866 in USA.It wasn't until 1910 that it was in the
stores commercially and the aluminum foil box design was
developed in early 1950.The first aluminum canned food
came out in 1959.Screws and hammers were being used to
open metal packaging until 1866.Later, packaging with
tearable lids was made.In 1875 can opener was invented.

Metal packaging that has passed through many phases and

has renewed itself now offers convenience for practicality.
 First artificial plastic was prepared by Alexander Parker in 1838 and
PLASTIC -THE NEWEST FORM OF PACKAGING

was displayed at the Grand International Fair in London in 1862.

In 1870 New Yorker John Wesley Hyatt was given a patent for
"celluloid produced in high temperatures and pressure and has low
nitrate content. This invention is the first commercialized plastic
and has remained as the only plastic until 1907 when Leo Hendrik
Baekeland produced "Bakelite.
What exactly plastic was, was not known until 1920 when Hermann
Staudinger's revolutionary idea was heard. All plastics, rubber and
cellulose were claimed to be polymers or macro molecules. This
assumption was first not accepted widely by many scientists, but
Staudinger received the Nobel Prize in 1953 with this idea.
Plastic packaging has begun to be used widely after 1950s.Towards
the end of 1970s plastic packaging sector has begun to grow.
 PAPER PACKAGING BEGINS IN CHINA
Paper is the oldest re-shapeable packaging material.Mulberry tree barks
were used in China in the 1st and 2nd centuries B.C to wrap food, and
paper making techniques have improved during the following 1500 years
and transported to the Middle East.
Paper making techniques have reached Europe and from Europe they
reached England in 1310 and America in 1609.The first commercial
cardboard box was produced in England in 1817, and later corrugated
cardboard was invented in 1850s, replacing wooden boxes in trade.The
20th century was the brightest era for paper and cardboard.
IMPORTANCE
A consumer purchases product from the eyes first, and the
walletfollows.
Ever since 1930s, packaging has been a silent salesman for
the product. On the shelf, a consumer looks at the product
through its packaging and starts to form perceptions about
the quality of product and its value for them. A great
packaging emotionally appeals to its consumers and allows
them to imagine what they can do with the product. If
successfully achieved, these emotions often convert in a
purchase decision.
Product packaging is carefully and very meticulously
designed to go beyond its emotional appeal and to serve
important functions critical to ensure that the product
delivers a great experience post purchase. Some of the key
functions product packaging plays are:
 To contain
the product efficiently, and to define the quantity of distribution and
consumption.
To protect
the product from theft or physical damages caused from shock, vibration or
compression during transportation.
To preserve
and extend shelf-life by preventing contamination from microorganisms, air,
moisture, and biological changes.
To communicate
and allow consumers to identify and recognize the brand or product on the
display.
To promote
and draw consumers attention to information that appeals to them and
influence their purchase decision.
To transact
and allow logistical and commerce capabilities that can easily integrate with
various secure sales systems.
ATTRIBUTES OF PACKAGING

The product packaging comprises of several cues that

come together to present consumers a clear value
proposition that can affect their perception of the
product quality and influence their decision. These
vital cues can be classified into four categories

intrinsic cues that are inherent to the product,
structural cues that define tangible properties of the
product, extrinsic cues that are properties outside of
the product, and transactional cues that allow for the
transactions.
1. EXTRINSIC CUES

These cues directly affect consumers trust and are probably the
most influential indicators of their perception. If the consumers
can relate to the brand, they are more likely to relate with the
product as well.
Brand Identity The outward expression of a brand including its
name, trademark, communications, and visual appearance that
allows consumers to recognize the original manufacturer.
Product Name A critical part of the branding and often
inseparable from its identity, its primary function is to let
consumers associate a meaning to the product.
Product Message It includes lines, symbols, graphics,
illustrations, typography, patterns, pictures, etc. to give
consumers an idea of who the product is designed for.
Place of Origin Mostly relevant for unknown products. The
source authenticates its history of ownership, its cultural
associations, and the assumptions of the product quality.
2. STRUCTURAL CUES

These cues constitute the tangible attributes of the product

which together form the first stimulus that consumers
respond to, before they consciously process any information
about the product.
ColorA visual perceptual property that instantaneously
evokes a response and often conveys a meaning or message
without words.
ShapeThe geometric properties defines the form of
product or its container which suggests potential use of the
product.
TextureThe surface characteristics that help define a
distinctive character and quality of the product.
MaterialThe elements that define the surface can evoke
consumers emotional response of the anticipated product
experience.
3. INTRINSIC CUES

These cues define the inherent properties of the product

itself and allows consumers to understand its utility for
their purposes.
Instructions An inseparable part of product
communication, they define consumer behaviour around
the product.
IngredientsAll the key components and/or substances
coupled together to make the product function, defines
its applications.
Shelf-life The period for which the product is good to be
consumed, allows for a fair assessment of its value.
Volume The quantity determines not just the portioning
and distribution patterns of product, but also affect the
consumption patterns.
4. TRANSACTIONAL CUES

These cues deal with the economics of decision making process,

elevates product perceptions and provide consumers with
information that helps them do a value assessment of their
purchase decision.
Price The most objective cue which enables consumers to
individually assess the value of purchase, they equate their
perception of the product or services they will get against the
payment they make.
QuantityA measurable property of the product which signifies the
quantum of benefits and justify the product price.
Promotion The information intended to differentiate a product
and increase its demand includes contests, coupons, rebates,
premiums, prizes, and product samples.
Barcode The universal product code that allows retailers to
access and organize information necessary to complete transactions
like sales, inventory check and other logistical operations.
ADVANTAGES
Rising Standards of Health and Sanitation:
As the people are becoming health conscious they like to buy
packed goods. The reason is that the chances of adulteration in
such goods are minimized.
Self-service Outlets:

Nowadays self-service retail shops are becoming very popular,

particularly in big cities. Because of this, the role of sales
assistants has gone to packaging.
Innovational Opportunity:

With the increasing use of packaging more innovational

opportunity becomes available in this area for the researchers.
Product Differentiation:

Packaging is helpful in creating product differentiation. The

color, material and size of the package makes difference in the
perception of the buyers about the quality of the product.
DISADVANTAGES
Cost:
While packaging can do a lot to get customer attention, and
may even add value to a product, it also adds to the cost of
production and the eventual retail price. Packaging can
represent as much as 40 per cent of the selling price of products
in industries such as the cosmetic industry. New packaging can
be expensive to develop, adding to the cost of products.
Landfill Impact

Packaging is responsible for significant portions of the waste

stream. According to the Ashland Food Cooperative, packaging is
responsible for about one third of the municipal waste in the
United States. Some waste can be recycled, but many materials
are not appropriate for recycling. Post-consumer recycled
content is often usable only in specific contexts. Much of the
waste produced by packaging ends up in a landfill.
TYPES OF PACKAGING
Packaging may be described in relation to the type of product
being packaged: medical device packaging, bulk chemical
packaging, retail food packaging, military materiel packaging,
pharmaceutical packaging, etc. It is sometimes convenient to
categorize packages by layer or function: "Primary", "Secondary"
and Tertiary :

Primary packaging 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.
Secondary packaging is outside the primary packaging,
perhaps used to group primary packages together.
Tertiary packaging is used for bulk handling, warehouse
storage and transport shipping. The most common form is a
palletized unit load that packs tightly into container
 Primary
Packaging

Secondar
y
Packaging

Tertiary
Packaging
LEVELS OF PACKAGING FOR
MENS SHIRT
VARIOUS MATERIAL USED FOR PACKAGING
OF CLOTHING AND APPAREL
Paper and Card Board
They are very popular packaging material. They are very
cheap but have very little strength as compared to other
packaging material except glass. Paper cannot pack liquid
material. However they provide opportunity to present article
in colourful & attractive way. It can protect the contents from
moisture to some extent.
Plastic Material

It has revolutionized the packaging industry. These types

of package are durable & air tight. They can carry liquid in
them and are not heavy & dont absorb moisture as like paper.
 Glass Material
Glass packaging does not just protect; it actually adds value to its
contents. The transparency of glass, whether colored or plain, ensures
that the contents stand out visually, allowing consumers to immediately
see the quality of the product concerned.

Non Woven Fabric Material

A dynamic, value-added alternative
Nonwoven fabrics are a dynamic, value-added alternative to more
traditional materials. With nonwoven technology, fabrics can be designed
to take on an array of characteristics that other materials simply cannot
match

Tin and Steel Can

It is 100% recyclable, without loss in quality.
It offers convenient, protective packaging, allowing ambient
storage for certain products such as for the clothing and apparel.
It provides an excellent barrier against water, oxygen and light.
It is inexpensive
 TYPES OF PACKAGING MATERIAL THAT CAN
BE USE FOR CLOTHING AND APPAREL
Plastic such as translucent plastics with the type of:
PVC (Polyvinyl chloride),
PET/PE (polyethylene terephthalate/Polyethylene),
LDPE (low density polyethylene )
 Paper such as paper board, coated paper, crepe
paper, Kraft paper bag
 Glass Packaging such as jars
 Tin and Steel Can Packaging
SHIPMENT PACKAGING OF
GARMENTS
Packaging may be divided in various classes with respect to its
protection.
Two Types:

Close Container Carrying Garment

it is covered completely, individually by merchandise
package
 Open Container Carrying Garments
In open merchandise packages coats, suits or dresses transported
without individual covers on hangers suspended from portable hanger
racks. The shipment package separate properly when it prevent the
crushing of the garment during shipment.

Vacuum Packaging
The function Vacuum Package include
To reduce the shipment weight of shipping good.

To prevent the garment from catching dust or odors before or

during shipping.
To prevent garments from acquiring wrinkles or creases during

shipping.
To minimize storage space for other manufacturer & retailer.
FUNCTION AND SCOPE OF
PACKAGING
Packaging has two different functions

TheDistribution Function deals with packaging the apparel in a

manner which permits the apparel manufacturer to ship the product
at lower cost & or in the shortest time to the purchaser without
damaging the quality of the product.

The
Merchandising Function deals with presenting the apparel
product in a manner designed to stimulate consumer desire for the
product.

Creasing, crushing & dust may affect the quality & have to be
prevented in packaging
Military apparel & apparel destined for export & shipment to
extremes of climate conditions must be packaged to protect the
product against wetting, mildew, fungus, excessive light and handling
damages.
Handling damage refers to tears, creases & staining when the
package is broken by shipping handling.
 TIPS FOR APPAREL PACKAGING
DESIGN
Mens apparel packaging design
Womens apparel packaging design
In General
AlwaysNEATLYfold the clothes that are being packaged. And because you
can't predict the weather or the handling of the mail carriers anywhere,
it's best to protect the clothes with something.

Remember...tape is our FRIEND! If you are

packaging the items inside of a provided box,
place the items inside the box and TAPE IT
UP! Take care to cover all cracks, crevices,
openings, etc. with GOOD thick tape.
usually include some sort of free gift or at
least a personal note with all my clothing
purchases (a coupon, a piece of jewelry, a
belt, etc.). It's an added bonus and
something unexpected to buyers.
 Eco friendly Packaging Idea

A Fixtures Close Up thread on wood trays in retail

presentation prompts this detour into package design.

Levis 501 Colored Pack

 Lee Never Wasted

Lacoste ECO / Techno polo packaging by Tom Dixon

Lee Skinny Jeans Packaging