Raid: Insecticide Packaging
Eunseo (Echo) Cho eunseo.designed@gmail.com echodesigned.com 323.561.7531 Images Photography Paper Binding Printing Typefaces
Google Image Jason Ware Kelly Copy Image Printing Image Printing Franklin Gothic ITC Lubalin Graph
Printed 2017 This book was published by Echo in Artcenter College of Design: Packaging 2, under the instruction of Ania Borysiewicz
Contents
Intro
008 010 012
History of Raid Raid Products Voice Today
Research
016 018 020 024 026 030 032
Logo Analysis Package Analysis Retail Display Competition Experiment Interview Case Studies
Brand Development
040 042 044 045 046 050 060
What if? Un-Mindmapping Concept Statement Key Attributes Demographic Logo Design Final Logo Design
Design Development
064 076 086 088 108 114 116 118
Form Development In-store Comparison Final Form Graphic Application Final Graphic Application Poster Design Materials Production
Conclusion
126 128 130
Midterm Presentation Final Process Final Photography
Intro
008 010 012
History of Raid Raid Products Voice Today
001 010
History of Raid
foundation Johnson& Son
year 1956
In 1968, SC Johnson opened what will become the world’s largest private urban entomology research center to combat bugs and the diseases they can carry. Raid had contributed to making better and safe homes for every households. Animation director Tex Avery produced the first “Kills Bugs Dead” commercials in 1966. The bug character that runs away from Raid, was first developed by the artist Don Pegler. It “codified the look, feel and animation”.
From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes. Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.
8
History of Raid
Raid is one of the leading insecticide products brands for households.
Raid is one of the leading insecticide products brands for households.
Intro
Raid is one of the leading insecticide products brands for households. From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes. Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.
Raid is one of the leading insecticide products brands for households.
Raid is one of the leading insecticide products brands for households.
From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes.
From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes.
Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.
Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.
Raid is one of the leading insecticide products brands for households. From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes. Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.
Intro
10
Raid Products
Raid Products
Detectors
Bug Barriers
Gels
Raid Bed Bug Detector
Raid Ant & Roach Barrier Manual Trigger Raid Max Bug Barrier Raid Max Bug Barrier Defense Marker
Raid Ant Gel Raid Roach Gel
Raid has six distributed categories that contains twenty-eight products as a total.
Sprays
Foggers
Baits
Raid Ant Roach Raid Ant Killer 26 Raid Flea Killer Raid Flea Killer Plus Carpet & Room Spray Raid Flying Insect Killer Raid House & Gardner 1 Raid Max Ant & Roach Raid Max Bug Barrier Raid Max Spider & Scorpion Killer Raid Multi Insect Killer Raid Wasp & Hornet Killer
Raid Concentrated deep reach fogger Raid Flea Killer Plus Fogger Raid Fumigator Raid Max Concentrated deep reach Raid Yard Guard Mosquito Fogger
Raid Ant Baits Raid Double Control Ant Baits Raid Double Control Large Roach Baits Raid Double Control Small Roach Baits Raid Double Control Small Roach Baits and Raid Plus Egg Stoppers Raid Max Double Control Ant Baits
Intro
12
Voice Today
Voice Today
TOO LOUD STRONG SMELL CHEAP PACKAGE TOXIC INGREDIENT WORRIED AFTERWARD UNHEALTHY FOR THE USER
Research
016 018 020 024 026 030 032
Logo Analysis Package Analysis Retail Display Competition Experiment Interview Case Studies
Logo Analysis
Logo Analysis
Research
16
Too much lighting details in logo won’t be seen in small packages
Lighting coming behind the letter ‘a’ doesn’t look natural
Pointed & shiny logo frame gives industrial feeling that won’t match with general house environment
Letter ‘i’ is thinner than any other letters
Its primary color (red, yellow, blue) doesn’t explain the Raid’s system
Research
18
Package Analysis
Package Analysis
Ingredient information & warning sign is close to each other, making it hard to read right away
The graphics of the dead insects do not give enough information of its appearance
Users who use Raid for the first time won’t understand the defense system
Retail Display
Visited Target to see the shelf presence, neighboring products, and the location of the product. Raid’s primary color was helpful to notice the products right away between other products. However, due to its strong branding, it gets compared with cleaning tools that are promoting themselves as a clean and eco-friendly image.
Retail Display
Some of the boxed packages were already opened by the customers. Customers want to see the actual products inside the box for recognizing its function and size.
Research
20
01
02
01 Target 02 located in between the house hold & bathroom cleaner shelf 03 Primary color (red, yellow, blue, purple, and orange) of Raid
03
Retail Display 22 Research
04
04 Damaged Raid box package 05 Raid has diverse scents to choose 06 The competitor ‘Eco SMART’
05
06
Competitor
company Black Flag
year 1883
24
Competitor
Black Flag is the oldest insecticide brand in the United States. Today some Black Flag products effectively control certain insects without using any insecticide at all. Black Flag products use extremely small amounts of active ingredients that are lethal to insects.
Research
company Terro
year 1915
Terro is one of the earliest company who started from liquid ant baiting. The company extended to ant and pest control solutions, including liquid ant baits, aerosol sprays, perimeter granules and ant dust products. They are known with the bright orange packages.
company Sam loves Betty
Sam loves Betty has a certified line of products with natural active ingredients that provide powerful insect control and at the same time promote a greener way of living.
company OFF
year 1956
TOFF is an extended brand of the SC Johnson. Unlike Raid, OFF is focusing on an outdoor insecticide that helps users to enjoy the outdoors. OFF product uses non-toxic ingredients that can also be applied to the skin.
Experiment Phase 1 I wanted to experience the first reaction of a person after they saw the bug and how they will deal with it. I had hidden plastic roaches around the house and invited my friends over then gave a task to catch it with the prepared tools.
Research
26
Experiment
Almost all the experimenters had resistance to the insecticide and used the fly swatter the most.
Prepared tools magazine insecticide glass cup
toilet paper plastic roaches electric fly swatter
01
02
03
01 The experimenter kept avoiding to use the insecticide 02 The experimenter tried to flushed bug away into the toilet 03 captured roach with a glass cup in case they will run away
Phase 2
Research
28
Experiment
I wanted to explore and find the boundaries of bug imageries that people won’t get disturbed, but still they could recognize it. I tried to find the bug imagery from daily objects. Includes in: light bulb, 6 paper clip, black tape, and plug adapter.
Research
30
Interview
Interview
name Sarah
description Lives with one roommate Sensitive to the smell of insecticide
name Dennis
description Living with a roommate. Uses exclusive insecticide in summer
“Every pest controls are trying to say that they are good with killing bugs and very effective, but not how bad it can be to us which usually makes it hard for trust them.”
“I would like to get a clear image of a pesticide that will give me hope to make my place cleaner, because I already know how strong the pesticides are and it can work well.”
“I usually ask people who work in the shop and ask for non-toxic insecticides because I cannot believe what the pest control package is saying. ”
“I chose the most toxic one because I care more about getting rid of ants. It doesn’t matter if I have to mop the floor afterward, but I will still avoid using the spray around my bed or clothes.”
name Dongmi
description Mother of 4 children Uses herb as a insecticide
“ Everyone knows that the insecticide is very toxic, but we cannot avoid using it. The best way is to get to know the product well and prepare well enough for the after effects.”
name Ji
description Lives with a roommate Past dog owner
“ I don’t read Raid instructions a lot because it has too many words. I’m not sure what will happen afterwards, but I do get worried about my health.”
“ I consider the ingredients of insecticide first and “ I use to raise a dog and at the time, I would have to follow the famous brands that other house wives plan out when to spray it. I would spray, then take recommend to me rather than the commercials.” my dog out for a walk while it dried, and come back to wipe it off. ”
Case Studies
company Johnson& Johnson
year 1886
They use their red serif typed logo onto their package that gives a loving and friendly impression. Johnson&Johnson uses a red cross near their logos on their health care products.
Research
32
Case Studies
Johnson&Johnson is an American multinational medical device, pharmaceutical, and consumer packaged goods manufacturer.
caring & living health & wellness friendly for family loving
company Boehringer Ingelheim
year 1885
Germany pharmaceutical company. Boehringer Ingelheim believes social responsibility is an important element of the corporate culture. They achieve trust from customers by going with the ‘Innovation Needs Transparency’ theory.
Research
34
Case Studies
Using a simple logo shows their profession. Package has colored box on top with a hierarchy of type.
green chemical sustainability animal heath transparency
company Cesco
year 1976
Cesco uses clean and simple lined images to explain their professional aspect that lets customers to trust them.
Research
36
Case Studies
Pest control company in Korea. Cesco is one of the biggest pest control service companies in South Korea. It provides various services for houses, restaurants, and buildings with their specialized professional systems. They also have an online service that provides pest control information in detail.
expert clean living place research & development
Brand Development
040 042 044 045 046 050 060
What if? Un-Mindmapping Concept Statement Key Attributes Demographic Logo Design Final Logo Design
What if?
Brand Development
40
What if?
What if Raid has a clean image? What if Raid becomes an expert? What if Raid educated the user? What if Raid is being honest? What if Raid is a see-through? What if Raid teaches good habit? What if Raid helps people to clean? What if Raid has no words? What if Raid becomes a hero? What if people no longer fear bug?
Brand Development
42
Un-mind Mapping
Un-Mindmapping
professional teacher lesson instruct
friend information expert museum
simple medicine house hide
truth honest white touch
yard lady bug good bug be friend
Buddhism no kill protect ingredient
children keep away lock top
show off transparent glass plastic
hide environment good to see furniture
toxic bomb non-toxic organic
fragrance body lotion texture
minimal instruction easy scared
44
Concept Statement & Key Attributes
Concept Statement & Key Attributes
reliable belief dependence effective confidence dependency faith reliance
informative
Brand Development
instruct train tutor improve inform coach school
systematic orderly simple tidy washed clear bright neat
qualified competent efficient experienced qualified proficient
empowering entitle capacitate destructive entrust powerful warrant
protective care assure conserve cover secure defend support
Smart Raid, Smart User
Brand Development
46
Demographic
A big number of pest control consumers are parents who are aiming for their children protection. Parents, especially females prefers to use nontoxic pest control for their children. Believes at home insecticide is safer than the control services. 27% of people do not use pest control products or systems because they think it is expensive or hard to use. Millennial have high concern about pests, but are the least likely to use the products. They show bigger interest into an ease-of-use products.
52%
most of the consumer for pest control services or products are single or married parents
Demographic 48 Brand Development
32%
a big number of people believes most pest control products are safe when they follow directions
41%
pest control products for the home is taking the biggest part of user purpose
Brand Development
50
Logo Design
Logo Design
Brand Development
52
Logo Design
Phase 1
P1_01 P1_02
P1_03
P1_04
P1_05
P1_06
P1_07
P1_08
Brand Development
54
Logo Design
Phase 2
P2_01 P2_02
P2_03
P2_04
P2_05
P2_06
P2_07
P2_08
Brand Development
56
Logo Design
Phase 3
P3_01 P3_02
P3_03
P3_04
P3_05
P3_06
P3_05
P3_06
P3_07
P3_08
P3_07
P3_08
Brand Development
58
Logo Design
Phase 4
P4_01 P4_02
P4_03
P4_04
P4_05
P4_06
P4_07
P4_08
Brand Development
60
Final Logo Design
Final Logo
ABCDEFGHI JKLMNOPQ RSTUVWXYZ
typeface Basis Grotesque Bold Slanted subtlety conveys the toxicness into the I, but also makes it approachable with simplified letters for the other letters.
abcedfghi jklmnopq rstuvwxyz
Design Development
064 076 086 088 108 114 116 118
Form Development In-store Comparison Final Form Graphic Application Final Graphic Application Poster Design Materials Production
Design Development
64
Form Development
Form Development
Design Development
66
Form Development
Phase 1
Form Development 68 Design Development
Form ideation. The geometric shape matches the best with the professional concept of Raid.
01
01 Bed Bug Spray : Chosen ideation form
Design Development
70
Form Development
Phase 2
Visited Target to observe the shelf presence, neighboring products, and the location of the product.
Design Development
72
Form Development
Raid’s primary color was helpful to notice the products right away between other products. However, due to its strong branding, it gets compared with cleaning tools that are promoting themselves as a clean and eco-friendly image. Some of the boxed packages were already opened by the customers. Customers want to see the actual products inside the box for recognizing its function and size.
Visited Target to observe the shelf presence, neighboring products, and the location of the product. Raid’s primary color was helpful to notice the products right away between other products. However, due to its strong branding, it gets compared with cleaning tools that are promoting themselves as a clean and eco-friendly image. Some of the boxed packages were already opened by the customers. Customers want to see the actual products inside the box for recognizing its function and size. 02 02
The straw can be hidden inside the form’s groove for safety.
03
04
02 Bed Bug Spray : Chosen form to be developed 03 Ant & Roach Spray: Not interesting enough 04 Ant & Roach Spray: Not convenient enough
Design Development
74
Form Development
Phase 3
Slanted cut on top demonstrates high-heel and gives a powerful feeling.
In-store Comparison
Design Development
76
In-store Comparison
Revisited Target with the developed form to see how well it goes with the original products. Designed form was wider and shorter than the original product forms as a comparison.
Design Development
78
Form Development
Phase 4
Design Development
06
05
Integrated form system
80
Form Development
07
08
05 06 07 08
Roach Gel : top for the gel is too bulky Ant & Roach Spray : Spray top should be rounder Bed Bug Spray : Form is too wide to be unified Ant Bait : Can be divided into 4 parts
Design Development
82
Form Development
Phase 5
09
10
09 Ant & Roach Spray : Too rounded 10 Bed Bug Spray : Make bed bug spray taller
Design Development
84
Form Development
Phase 6
11
12
13
11 Ant & Roach Spray : doesn’t get unified well with others 12 Roach Gel : Follow the geometric shape as other forms 13 Ant Bait : Make the form match with Bed Bug Spray’s bottom
Design Development
86
Final Form
Final Form
14 15
16
17
14 15 16 17
Roach Gel Bed Bug Spray Fogger Ant Bait
Graphic Application
88
Graphic Application
Phase 1
P1_02
P1_03
P1_04
Design Development
P1_01
P1_05
P1_06
P1_07
P1_08
01
Design Development
90
Graphic Application
01
Red slanted illustration demonstrates the lighting and its illusion gives depth of the surface.
Design Development
92
Graphic Application
Phase 2
P2_01 P2_02
P2_03
P2_04
P2_05
P2_06
P2_07
P2_08
02
Design Development
94
Graphic Application
02
Make logo horizontal and subtitle goes in a vertical direction.
Design Development
96
Graphic Application
Design Development
98
Graphic Application
Phase 3
P3_01 P3_02
P3_03
P3_04
P3_05
P3_06
P3_07
P3_08
Design Development
100
Graphic Application
Graphic Surgery
Design Development
102
Graphic Application
Phase 4
P4_01 P4_02
P4_03
P4_04
P4_05
P4_06
P4_07
P4_08
Hand Drawn Illustration
Design Development
104
Graphic Application
Bug image is helpful for customers to acknowledge the product right away. Hand drew realistic bug image to give information with no resistance. It respects the way that Raid is using their characterized bug on the television commercial.
Design Development
106
Graphic Application
Design Development
108
Final Graphic Application
Final Graphic Application
Bed Bug & Flea
Roach Gel
white
Ant Bait
Fogger
#3955
#424
Design Development
110
Final Graphic Application
Design Development
112
Final Graphic Application
Design Development
114
Poster Design
Poster Design
Design Development
116
Materials
Package Materials
Paperboard & PVC
Aluminum
Polyurethane
PVC plastic sheet is attached to the paperboard that becomes a window to show the contained product inside.
Using glossy aluminum as the main container material and apply graphic applications upon the surface.
Use polyurethane for a mass production. The material will be used on the Roach Gel tube, Ant Bait body, and spray’s lid.
Fabrication Materials
Cardboard & PVC
Metallic Paint
Starch Print
Attach cutout PVC on the hand crafted cardboard to give a personal feeling.
Apply metallic grey paint on top of the starch printed form and chromatech graphic applications.
Starch print every solid forms and apply super glue to harden. Imitate materials by painting on surfaces of the form.
Design Development
118
Production
Production
01
02
03
04
01 02 03 04
Hardening model Sanded down for smooth surface Applied primer for multiple times Hanging models in the air
Production Design Development
120
05
Paint Omni Plus Light Lemon
Source Finish Master
Paint Tamiya TS-42
Source Burbank’s House of Hobbies
06
07
05 Air spray on top of the model 06 Masking the model 07 Spray painted metallic gray color
Production Design Development
122
08
09
Chromatech
Source Dayton West Graphics
10
11
08 Glue and assembled pieces 09 Chromatech on top of the model 10 printed and cut for Ant Bait box 11 Final model
Conclusion
126 128 130
Midterm Presentation Final Process Final Photography
Conclusion
126
Midterm Presentation
Midterm Presentation
Pros
Cons
Draw anxiety well from the poster Hand drawn bug illustration on package Well thought out package functions Shows good variety of shape and graphic
Change color of the straw Bring yellow color on the poster background Bring extra ant bait to show outside the box Explain with original products to compare
Final Process
Final Process
Conclusion
128
01
02
Photography
Source Jason Ware Imagery, LLC
03
04
01 Re-product extra Ant Bait 02 Chromatech ant illustration 03 Photo shoot final models 04 Hand model: Sungbum Park
Conclusion
130
Final Photography
Final Photography
Conclusion
132
Final Photography
Conclusion
134
Final Photography
The straw can be placed inside the groove for the safety. It sprays two ways with targeted application for hard–to-reach areas and wide coverage for larger surfaces.
The Fogger can activate and stop easily by pulling up and down the clip attached to the fogger’s lid.
Conclusion
136
Final Photography
Ant Bait can be distributed into four pieces that it easily fits in the every house corners.
Conclusion
138
Final Photography
The Reunion