EVOLUTION OF PACKAGING DESIGN
CONTENTS Contents Contents Introductions Packaging History Timeline How packaging Design Evolved with The Right Materials Prehistoric Packaging Materials and Techniques Domesticated Village Packaging Evolution Packaging Design and Material Evolution In Cities Packaging Design During The Industrial Revolution The Dawn Of Modern Day Packaging Environmental Protection Agency (EPA) Intervention In Packaging Material Current Moods And Trends In Packaging Design Stunning Packaging Designs Innovations of evolution of packaging design • Barcodes • Branded Packaging design • Packaging Shape as an Identity • Digital publishing packaging • Digital printing packaging • Packaging As a System — Target RX Bottles • Medicines in blister packs • Conclusion Reference
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INTRODUCTION A product has to be packaged nicely to attract customers. It is essential in catching the attention and leaving a lasting impression. In fact, packaging design helps build a solid foundation of loyal customers. But it has evolved from being simple to functional and artistic. Today’s packaging design goes beyond 3Cs— containing, caring and conserving. It also includes the purposes of communication and promotion. Packaging also offers several intuitive cues designed to trigger consumer perception and behavior. Although these purposes are considered customary today, it took over 150 years for packaging design to evolve. Growing competition among brands and continuous technological breakthroughs have disrupted the evolution of packaging design since the 1860s. There is no doubt that this evolution revolved around cultural trends and consumer behavior during the early ages. Packaging has begun with natural materials such as leaves. 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”.
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PA C K A G I N G H I S T O R Y TIMELIN E
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1805
Nicolas Appert — known as the ‘Father of Canning’ — invented a method to preserve foods. He devised the technique of packaging the food in glass jars, sealing with wax and cork, and keeping them in boiling water. Appert founded modern preservation techniques .
1817
During this period, the first commercial paperboard box was developed in England.
1847
Richard March Hoe invented the lithographic rotary printing press. It created a design much faster than flatbed printing technique.
1890
Robert Gair devised the concept of the paperboard folding carton. It was invented after a metal rule that was used to fold bags changed its position and cut the bag. Later, he found that by slicing and folding paperboard in one operation, he could produce prefabricated cartons.
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1890
BPIF (British Print Industry Federation) was founded
1896
National Biscuit Company (NABISCO) was looking for a better and attractive way to package their crackers. They came across Gair’s folding cartons and started utilizing it. This led to the birth of the folding cartons as ideal packaging material.
1906
Kellogg Company became the first entity to use cardboard cereal cartons for packaging.
1908
Swiss textile engineer Jacques E Brandenberger invented cellophane. However, it was patented in 1917. It paved the way for the plastic usage in packaging.
1926
Eckert and Ziegler patented the first commercial modern plastics injection molding machine
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1934
1940 1949
The year is known for liquid packaging breakthrough with the invention of the Gable-top milk carton.
Frozen food packaging idea was introduced.
1951
Driven by the concept of tetrahedron packaging, developed by Erik Wallenberg, Tetra Pack was invented.
1954
Polypropylene came into existence that transformed the packaging industry.
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1959
The first pop-top aluminum can was produced by Ermal Fraze.
1960
For the first time cans were available widely that led to the expansion of the soft drinks market.
1966
1970 1971
Fair Packaging and Labeling Act was launched in the US. It required labels on consumer goods to disclose the identity of the product, net quantity, the name of the place of the manufacturer, distributor, and packager. The recycling symbol was introduced. It was designed in 1970 by a student Gary Anderson. This symbol came as an entry for a graphic design competition held by the Container Corporation of America.
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1996
1999
2005
UK Food Labelling Regulations of 1996 was founded. The act introduced fundamental requirements to all food packaging entities in the UK. Food must be branded with the original name, percentage mark of specific ingredients, use before date and storage conditions, and so on.
Driven by the concept of tetrahedron packaging, developed by Erik Wallenberg, Tetra Pack was invented.
The Producer Responsibility Obligations (Packaging Waste) Regulations were introduced. It required businesses in the UK to recycle and recover specified amounts of packaging waste.
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2009
UK government released Packaging Regulations to provide a set of guidelines to every packaging manufacturer in the UK.
2011
Researchers at the University of Strathclyde invented an “intelligent plastic.� This led to the beginning of intelligent packaging. The plastic changes its color when the food packed in it is about to lose its freshness.
2011
Australia became the first country to follow the Tobacco Plain Packaging Act. The nation guided companies to prohibit the use of branding and attractive packaging to promote tobacco sales. A legal rule was imposed to make packaging plain with no decorative materials.
2012
David Edwards, a Harvard Bioengineer founded WikiFoods Inc. The company specialized in edible packaging such as fruit juices, yogurt, ice-cream and other items.
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H O W PA C K A G I N G D E S I G N E V O LV E D W I T H T H E R I G H T M AT E R I A L
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PREHISTORIC PACKAGING MATERIALS AND TECHNIQUES • The era is known for human being hunters and gatherers. They produced and consumed food locally, so the packaging wasn’t a necessity. However, it is generally assumed that from approx 5,000 BC to 3,500 BC, the primitive packaging method was invented. Their nomadic nature and civilization fueled this need. They started looking for ways to store, protect, and carry foods. • Prehistoric man used containers and vessels made of natural materials such as animal skins, leaves, gourds, and woods. • These options are only the assumptions as to what may have been the early packaging materials used by primitive man.
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DOMESTICATED VILLAGE PACKAGING EVOLUTION The increase of villages helped humans settled down. It also led to the emergence of innovation and creativity. They learned to shape wood into crates, clay into pots and also discovered weaving techniques. They started making stronger bags from animal skins, weaving baskets, and sacks from plant fibers and leaves. These materials and techniques evolved packaging as well as improved the lifestyle of the human being. With these evolutions, the human could store food from adverse weather conditions and animals. They could also transport foods and crops to and from the villages.
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PACKAGING DESIGN AND MATERIAL EVOLUTION IN CITIES The development of cities contributed to innovation immensely. When people became able to move farther with unspoiled foods, products, and supplies, the concept of trading started. Eventually, it brought sophistication in packaging materials and products. The discovery of blown glass played a pivotal role in the evolution of packaging. The introduction of adhesives and industrial glues also played a significant role. During this period, wooden barrels were invented as well. The problem of bulk storage was solved quickly with this go-to packaging form. These containers allowed people to carry large quantities of liquids and dry goods with ease.
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PACKAGING DESIGN DURING THE INDUSTRIAL REVOLUTION The Industrial Revolution brought some of the most significant packaging evolutions in history. Various machines were invented that replaced the traditional handmade process with machine-made manufacturing. This not only led to a fast production but also introduced efficient packaging techniques. The idea of individual packaging also surfaced. This had a great impact on the way products were manufactured and packaged for sale.
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THE DAWN OF MODERN DAY PACKAGING Till the end of World War II, marketers focused on bringing new materials like aluminium foil. People started adopting single-use throwaway packaging option. Ultimately, packaging turned into an effective sales and marketing tool. Today, most of the food items are packaged in paper-based materials that showcase the name of the brand in bright and eye-catching lettering. This is the era when brands started taking the help of a logo designer to design their logos and get it printed on the packaging. In the early 1900’s, the emergence of plastic changed the whole scenario. It became a primary packaging material all around the world. In the 1960s, polyethylene was invented that quickly turned into the most-used packaging product. However, due to the overuse of plastic packaging, recycling became a major issue.
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ENVIRONMENTAL PROTECTION AGENCY (EPA) INTERVENTION IN PACKAGING MATERIAL In the early 2000’s, the United States (EPA) formulated strict rules for businesses to combat environmental impacts. These laws forced companies to find sustainable materials and optimize waste. This has a significant effect on packaging design.
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CURRENT MOODS AND TRENDS IN PACKKAGING DESIGN The packaging industry is now focused on creating more modern, easy-to-carry and reusable packaging options. The perception of customers has changed over the period. They are continuously looking for the products that combine functionality with reusability. Therefore, manufacturers are devising new concepts to stay relevant. In last few decades, there have been many vital aspects influencing the packaging design evolution for more modern and fresher options.
Aspects that reflect current moods and trends.
Bottles
Environmentally Aware Customers :- At present, people are far more cautious of the need to be eco-friendly than ever. The appearance of a new breed of environmentally conscious consumer has accelerated the demand for reducing ecological footprints. Now, consumers are hunting for goods that are more sustainable and promote product well likewise usage of logo in design. The packaging industry has accepted this trend. It’s leveraging technological design innovations to produce eco-friendly products that can be recycled easily.
Snack Packs
Volvic Bottles
Buxton
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Buxton, the bottled water brand has decided to use technological innovations to manufacture updated, ergonomic bottles that will cut down the use of plastic by 25.
Volvic, yet another bottled water brand, focused on making bottles from 20% sugarcane waste materials. This will turn its bottles into 100% recyclable Polyethylene Terephthalate (PET) bottles, thereby hugely dropping their carbon footprints.
UK-based brand, Snack is taking things further by delivering a powerful statement, ‘fighting waste with delicious snacks.’ Their packaging is 100% compostable that too with no special conditions. It means consumers can decompose the packaging easily in their homes.
Such packaging innovations show how the industry has transformed to meet customers’ expectations for environmentally friendly packaging solutions. Even there are brands that highlight their environment-friendly initiative in their web page design. This is done to spread awareness among customers that they are concerned about the environment too.
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Cost-Effective Solutions :A more affordable packaging solution is essential, not only for businesses but for consumers too.Manufacturers look forward to source products that decrease manufacturing as well as transport costs. But they don’t want to compromise on quality, brand identity, convenience, and reliability that are highly important for customers, along with affordability. Industries worked hard in reducing packaging production cost, and the shipping cost has moved from glass to plastic packaging. Take an example of Coca-Cola bottle. It has evolved from its iconic glass bottles to a plastic bottles. This packaging is much cheaper and can be produced in a large quantity and also easier to transport as the plastic material is lighter than glass. It doesn’t break easily, it’s convenient for customers to carry anywhere. Not only soft drinks, but the milk industry has followed the same footprints. They have also shifted from glass packaging to plastic/hard paper packaging.
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STUNNING PACKAGING DESIGN As a result of packaging evolution, the design aspects have changed as well. Now, shapes, labels, colors, and printing etc. play an important role in packaging design and manufacturing. Brands are concentrating on making their packaging more creative and innovative. Hiring a professional graphic designer for packaging design is getting momentum. It’s key to attract and satisfy customers. Perfume bottles have gone through a drastic transformation. The traditional pear-shaped bottle has evolved a lot. Now, it’s available in different shapes and colors. Each of them has been designed with a single objective — to influence the customer to buy at first glance.
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I N N O VAT I O N S Â O F E V O LU T IO N O F PA C K A G I N G D E S I G N
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BARCODES Barcodes have existed since 1950s, but the first commercial U.P.C. scanner was installed in 1974 at a Marsh’s supermarket in Troy, Ohio and the first product to have a bar code included on packaging was a packet of Wrigley’s Gum. Since then, barcodes have become the default checkout processing technology and have revolutionized the retail industry. While barcodes made supermarkets a convenient place to be in, they also hastened the demise of public markets and independent grocery stores.
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BRANDED PACKAGING DESIGN Branded Packaging offers insight on how to successfully create strategic branding through package design. When design and packaging work together brands are elevated from a commodity to an expression of a consumers lifestyle. Brand Packaging gives brand owners, designers, suppliers and marketers information on innovation and design by covering topics, trends, news pertaining to consumer packaged goods. In 1896, National Biscuit Company invested $1 Million in creating an identity for Uneeda Biscuits to take on its rival Cracker Jacks. Uneed a Biscuits were wrapped inside a waxed paper liner inside a traystyle paper carton, and the colorful brand-printed wrapper featured a boy in a raincoat to emphasize the moisture barrier. The carton packaging also represented the power of brand advertising and easily recognizable identity advertised in magazines.
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In 2020, a taste of the iconic Cadbury’s redesign. Chocolate goes bold with eye-popping colors and graphics. Iconic brands require exceptional marketing performance, and achieving exceptional marketing performance requires a well-designed, efficient marketing ecosystem. So how does a brand achieve this level of efficiency across its marketing ecosystem.
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PACKAGING SHAPE AS AN IDENTITY Brand identity has a profound relationship with packages. The geometric shape of a package is a key factor in the delivery of a product to consumers. It is a crucial task to preserve brand identity when shape changes, either to deliver similar stylistic designs, or to completely change the original one. In early 1900s, Coca Cola found that a straight-sided bottle wasn't distinctive enough and that Coca‑Cola was becoming easily confused with ‘copycat’ brands. Glass manufacturers were approached to come up with a unique bottle design for Coca‑Cola. The Root Glass Company of Terre Haute, Indiana, designed with the famous contour shape, which won enthusiastic approval from Coca‑Cola in 1915 and was introduced in 1916. The new bottle design instantly became an integral part of the brand identity and is today one of the most recognized icons in the world — even in the dark.
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DIGITAL PUBLISHING PACKAGING In early 1980s, Adobe, Aldus, Apple, and Hewlett-Packard each produced key technologies that allowed professional desktop publishing to overtake package printing. Owing to the benefits of identical and easy duplication, digital printing presses started to take over traditional printing methods by late 1980s.
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DIGITAL PRINTING PACKAGING Digital print technology does not need a separate plate for each print run — unlike offset and flexo printing. Instead, all colors are printed in a single pass. Not having to constantly replace plates is a big cost and time saver. Printing on-demand has become one of the biggest trends in packaging design. However, digital also plays nicely with offset printing and sometimes is necessary for the job at hand.
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PACKAGING AS A SYSTEM — TARGET RX BOTTLES Target’s clear RX bottles were the first to use graphic communications on packaging as a system to benefit consumers. The bottles had different color rings to help identify different members of the family and both sides of bottle label had clear prescription details printed on them.
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MEDICINES IN BLISTER PACKS In 1957, when Enovid was introduced to treat menstrual disorders and infertility, the idea of medicine pills was born. In 1960, the same pills were rebranded and repackaged in blister packs as oral contraceptive pills. The unique blister pack was conceived initially as an aid to patient compliance. The popularity of “the Pill” created a new market for pharmaceutical companies. For the first time, healthy women would be taking medication for an extended period of time. The advanced Enovid-E Compack packaging from 1976, had 20 pills in a blister pack with days of the week written around the rim of a plastic case as a ‘memory-aid’ to assist women in tracking their daily pill regimen. Continuing the trend, pharmaceutical companies developed unique packaging designs for other pills in order to distinguish their product from those of their competitors and build brand loyalty.
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CONCLUSION Packaging is a “Knight in Shining Armor” that enables a brand to attract customers. However, it has evolved over the period. It began with natural materials like animal skins, leaves, and plants in the early ages. Customers find a stunning packaging design with innovative approach irresistible. Reusable, eco-friendly and lightweight packaging options are reliable. The packaging industry is adapting reusable and environment-friendly materials for packaging to reduce their carbon footprints. The industry looks forward to embracing new technology and continues evolving. Brands now take professionals’ help from companies such as Designhill to create packaging design that’s not only sustainable but attractive.
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REFERENCES • Designhill. (2018). The Evolution of Packaging Design. Retrieved on 5.11.2020 from https://www.designhill.com/design-blog/the-evolution-ofpackaging-design/ • Evolution Of Packaging: Trend and Growth of The Plastic Industry. Retrieved on 5.11.2020 from Http://Icpe.In/Icpefoodnpackaging/Pdfs/6_Evolution.Pdf • Mittal, M. (2013). The Evolution of Packaging. Retrieved on 5.11.2020 from https://medium.com/digital-packaging-experiences/theevolution-of-packaging-57259054792d • Vector, B. (2020). The History of Packaging. Retrieved on 5.11.2020 from https://crawfordpackaging.com/automation-and-innova tions/history-of-packaging
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PREMA RUEBINI KANAGALINGAM - 09DRG19F1901 -
