DVG30153 PACKAGING DESIGN
NAME : SYED MOHAMAD HAZIQ BIN SYED BASRI STUDENT NUMBER : 09DRG19F2002 PROGRAME : DIPLOMA GRAPIC DESIGN LECTURE NAME : MADAM ROHAIDAH BINTI MOHD. YUSOF / MADAM FARHANA BINTI SAFAR COURSE : DVG30153 PACKAGING DESIGN
CONTENTS : - INTRODUCTION - HISTORY OF PACKAGING - THE PURPOSE OF PACKAGING AND COMMERCIAL FUNCTION - CATEGORIES OF PACKAGING - PACKAGING DESIGN TRENDS 2021 - COMMON PACKAGING MATERIALS AND ATTRIBUTES
1.1 The Meaning, Purpose and Commercial Functions of Packaging Packaging serves as an identification of the product. A product is packed in special sized, coloured and shaped container for keeping its difference from the products of competitors. The main function of packaging is to provide protection to the product from dirt, insects, dampness and breakage. For example, the products like biscuit, jam, chips, etc., need to be protected from environmental contact. That is why they are tightly packed.
1.1.1 History of packaging The story began 3,500 years ago in Egypt with glass and continued with mulberry bark containers in China and Napoleon’s push for canned food. Design and branding entered the story in the 1890s when NABISCO created the first branded consumer package. In our time, plastic is packaging’s workhorse, and recycling, increased branding capabilities and serialized packaging are making headlines.
Early Packaging Packaging, as a concept, grew out of the basic need for early humanity to store and transport their food from place to place. While there is no record of when the first packaging materials were used, historians believe that during the nomadic hunter/gatherer days, materials such as leaves, animal skins, nuts or gourds were used to store and transport items.
Ancient Egyptian Packaging Techniques In Ancient Egypt, glass was costly and regarded as a precious stone typically reserved for royalty. However, it was this obsession with glass that eventually lead the Egyptians to discover glass blowing technology of which could mold glass into containers for food and water storage. This ancient glass was not transparent however -- that wouldn’t be discovered for another 500 years.
Ancient Chinese Packaging Techniques Ancient China is credited for inventing flexible packaging due to their innovations in developing paper – i.e. the oldest example of flexible packaging. Historians believe that in the first or second centuries, the Chinese began to use treated mulberry bark to wrap foods. In later centuries, when the Chinese perfected their paper-making techniques, paper also began to be used for packaging items such as medicine and parcels of tea. A Since prehistoric times man has had the need to use materials to preserve and protect his belongings. The packaging of products, parts or raw materials is indispensable to us today. Our society needs to transport, store and protect ‘things’ and to do this it uses packaging, which can come in different forms and materials depending on the particularities of what it is going to house. This need is not new in our time, since ancient times man has required protection for his belongings and this has evolved in parallel to the emergence of technology and materials and the context in which a good had to be protected. In prehistoric times, between 10,000 and 8,000 B.C., human beings already needed containers or wrappers to store food or drinks. These, moreover, had to conserve what they stored in their interior in the best conditions and even had to serve to transport these goods when the man of the prehistory went out to hunt. These first packagings were clay and clay pots or baskets made with vegetable fibres. It was in Greek times and later with the Romans, when the packaging evolved to adapt to the new needs of the time. Greeks and Romans were travellers and colonisers, so their packaging had to be prepared for long journeys. In addition, they soon became traders, which increased the volume of goods to be transported. The amphora was the preferred packaging of these cultures, as it adapted perfectly to the product with which they traded the most: wine. Later, in the 3rd century AD, they began to use wooden barrels. Crusades during the Middle Ages and the Age of Discovery initiated by Columbus in the Modern Age gave rise to new modes of packaging. These had to withstand the heavier goods and the blows and onslaughts of a long voyage at sea, as well as the rudeness and lack of technology for their loading and unloading. Wooden boxes fulfilled these characteristics perfectly and their interior was conditioned according to the products they were to house: fabrics to avoid movements or sawdust to protect delicate goods, for example. Although it is noted that the first cardboard box was invented in China in the 16th century, it was not until the end of the 19th century that its use for the purpose we know today became popular. The Industrial Revolution and the need to pack goods with cheaper and lighter materials made corrugated cardboard gaining ground in the field of packaging.
The earliest recorded use of paper as a packaging material dates back to 1035 when a Persian traveller visiting the markets of Cairo noted that vegetables, spices and hardware were wrapped in paper for the customers after they were sold. By the Middle Ages wooden barrels had become the most common way of preserving and transporting food. They could be used for both solids and liquids. Their robustness meant they could survive the perilous transportation of the age.
During The common definition says that packaging is the technology, science and art of enclosing products for protection, transportation, storage and use. The history of packaging dates back to ancient times when natural materials such as leaves from trees, woven baskets and animal skins were used to store food. Examples of terracotta vessels that would have been used to carry liquids have been found that date back to 3000-1500 BCE. By 1200 BCE Ancient Egyptians were pressing molten glass into moulds to create jars of all kinds. The study of old packaging is an important aspect of archaeology – a lot of the vessels from previous civilisations look more like works of art to us than everyday items. These are the predecessors to our current packaging and containers! Technical innovations were few and far between but the collections of ceramic and blown glass which fill our museums today show the extent to which everyday containers had become indispensable tools for our ancestors.
the Industrial Revolution in Europe the need for new types of packaging grew. Trade routes flourished and a vast range of new products were suddenly available to consumers. In 1764 tobacconists in London started selling snuff in metal tins but no-one was willing to use metal to package food as it was considered dangerous. In 1809 General Napoleon Bonaparte offered 12,000 francs to anyone who could preserve food for his army. Nicholas Appert, a Parisian chef and confectioner, found that food sealed in containers and sterilized by boiling could be preserved for long periods. One year later Peter Durand of Britain received the first patent for the idea of preserving food using tin can. By the early 1900s, wooden crates and boxes were being replaced by corrugated paper shipping cartons due to their ease of use and low cost. Today ‘cardboard boxes’ are used almost universally for shipping products around the world! In the early 1920s, the invention of transparent cellophane marked the beginning of the era of plastic. Bakelite followed soon after and was one of the first plastics made from synthetic components.
Since the 1920s a large number of technical innovations have led to the continued improvement of packaging. The 1940s brought the development of packaging for frozen food. Aerosol cans were introduced to the mass market in 1952. Aluminium drinks cans became popular in the 1960s and the soft drinks market exploded. Aseptic cartons were invented in 1961 and have been used for preserving long life milk ever since.
1.1.c Very early in time, food was consumed where it was found. Families and villages were self-sufficient, making and catching what they used. When containers were needed, nature provided gourds, shells and leaves to use. Later, containers were fashioned from natural materials, such as hollowed logs, woven grasses and animal organs.
Paper and Paper Products
Paper may be the oldest form of what today is referred to as “flexible packaging.” Sheets of treated mulberry bark were used by the Chinese to wrap foods as early as the first or second century B.C. During the next 1,500 years, the paper making technique was refined and transported to the Middle East, then Europe and finally into the United Kingdom in 1310. Eventually, the technique arrived in America in Germantown, Pennsylvania, in 1690. But these first papers were somewhat different from those used today. Early paper was made from flax fibers and later old linen rags. It wasn’t until 1867 that paper originating from wood pulp was developed. Although commercial paper bags were first manufactured in Bristol, England, in 1844, Francis Wolle invented the bag making machine in 1852 in the United States. Further advancements during the 1870s included glued paper sacks and the gusset design. After the turn of the century (1905), the machinery was invented to automatically produce in-line printed paper bags. With the development of the glued paper sack, the more expensive cotton flour sacks could be replaced. But a sturdier multi-walled paper sack for larger quantities could not replace cloth until 1925 when a means of sewing the ends was finally invented.
Metals
Ancient boxes and cups, made from silver and gold, were much too valuable for common use. Other metals, stronger alloys, thinner gauges and coatings were eventually developed. The process of tin plating was discovered in Bohemia in A.D. 1200 and cans of iron, coated with tin, were known in Bavaria as early as the 14th century. However, the plating process was a closely guarded secret until the 1600s. Thanks to the Duke of Saxony, who stole the technique, it progressed across Europe to France and the United Kingdom by the early 19th century. After William Underwood transferred the process to the United States via Boston, steel replaced iron, which improved both output and quality. In 1764, London tobacconists began selling snuff in metal canisters, another type of today’s “rigid packaging.” But no one was willing to use metal for food since it was considered poisonous. The safe preservation of foods in metal containers was finally realized in France in the early 1800s. In 1809, General Napoleon Bonaparte offered 12,000 francs to anyone who could preserve food for his army. Nicholas Appert, a Parisian chef and confectioner, found that food sealed in tin containers and sterilized by boiling could be preserved for long periods. A year later (1810), Peter Durand of Britain received a patent for tinplate after devising the sealed cylindrical can. Since food was now safe within metal packaging, other products were made available in metal boxes. In the 1830s, cookies and matches were sold in tins and by 1866 the first printed metal boxes were made in the United States for cakes of Dr. Lyon’s tooth powder. The first cans produced were soldered by hand, leaving a 1 1/2-inch hole in the top to force in the food. A patch was then soldered in place but a small air hole remained during the cooking process. Another small drop of solder then closed the air hole. At this rate, only 60 cans per day could be manufactured. In 1868, interior enamels for cans were developed, but double seam closures using a sealing compound were not available until 1888. Aluminum particles were first extracted from bauxite ore in 1825 at the high price of $545 per pound. When the development of better processes began in 1852, the prices steadily declined until the low price of $14 per pound in 1942. Although commercial foils entered the market in 1910, the first aluminum foil containers were designed in the early 1950s, while the aluminum can appeared in 1959. After cans were invented and progressively improved, it was necessary to find a way to open them. Until 1866, a hammer and chisel was the only method. It was then that the keywind metal tear-strip was developed. Nine years later (1875), the can opener was invented. Further developments modernized the mechanism and added electricity, but the can opener has remained, for more than 100 years, the most efficient method of retrieving the contents. In the 1950s, the pop top/tear tab can lid appeared and now tear tapes that open and reseal are popular.
Glass
Although glass-making began in 7000 B.C. as an offshoot of pottery, it was first industrialized in Egypt in 1500 B.C. Made from base materials (limestone, soda, sand and silica), which were in plentiful supply, all ingredients were simply melted together and molded while hot. Since that early discovery, the mixing process and the ingredients have changed very little, but the molding techniques have progressed dramatically. At first, ropes of molten glass were coiled into shapes and fused together. By 1200 B.C., glass was pressed into molds to make cups and bowls. When the blowpipe was invented by the Phoenicians in 300 B.C., it not only speeded production but allowed for round containers. Colors were available from the beginning, but clear, transparent glass was not discovered until the start of the Christian era. During the next 1000 years, the process spread steadily, but slowly, across Europe. The split mold developed in the 17th and 18th centuries further provided for irregular shapes and raised decorations. The identification of the maker and the product name could then be molded into the glass container as it was manufactured. As techniques were further refined in the 18th and 19th centuries, prices of glass containers continued to decrease. One development that enhanced the process was the first automatic rotary bottle making machine, patented in 1889. Current equipment automatically produces 20,000 bottles per day.
Plastics Plastic is the youngest in comparison with other packaging materials. Although discovered in the 19th century, most plastics were reserved for military and wartime use. Styrene was first distilled from a balsam tree in 1831. But the early products were brittle and shattered easily. Germany refined the process in 1933, and by the 1950s foam was available worldwide. Insulation and cushioning materials as well as foam boxes, cups and meat trays for the food industry became popular. Vinyl chloride, discovered in 1835, provided for the further development of rubber chemistry. For packaging, molded deodorant squeeze bottles were introduced in 1947, and in 1958, heat shrinkable films were developed from blending styrene with synthetic rubber. Today, some water and vegetable oil containers are made from vinyl chloride. Another plastic was invented during the American Civil War. Due to a shortage of ivory, a U.S. manufacturer of billiard balls offered a $10,000 reward for an ivory substitute. A New York engineer, John Wesley Hyatt, with his brother Isaiah Smith Hyatt, experimented several years before creating the new material. Patented in 1870, “celluloid” could not be molded, but rather carved and shaped, just like ivory. Cellulose acetate was first derived from wood pulp in 1900 and developed for photographic uses in 1909. Although DuPont manufactured cellophane in New York in 1924, it wasn’t commercially used for packaging until the late 1950s and early 1960s. In the interim, polyethylene film wraps were reserved for the military. In 1933, films protected submarine telephone cables and later were important for World War II radar cables and drug tablet packaging.
Labels and Trademarks
One rather recent development in packaging is the labeling of the product with the company name and contents information. In the 1660s, imports into England often cheated the public and the phrase “let the buyer beware” became popular. Inferior quality and impure products were disguised and sold to uninformed customers. Honest merchants, unhappy with this deception, began to mark their wares with their identification to alert potential buyers. Official trademarks were pioneered in 1866 by Smith Brothers for their cough drops marketed in large glass jars. This was a new idea—using the package to “brand” a product for the benefit of the consumer. In 1870, the first registered U.S. trademark was awarded to the Eagle-Arwill Chemical Paint Company. Today, there are nearly 750,000 registered trademarks in the United States alone. Labels now contain a great deal of information intended to protect and instruct the public.
1) Protection: One of the major functions of packaging is to provide for the ravages of time and environment for the natural and manufactured products. The protection function can be divided into some classes viz A. Natural deterioration: It is caused by the interaction of products with water, gases and fumes, microbiologic organisms like bacteria, yeasts and moulds, heat, cold, desiccation (dry environment in deserts and high-altitude areas), contaminants and insects and rodents. B. Physical protection: The packaging is also used for physical protection, which include improving shock protection, internal product protection and reducing shock damage caused from vibration, snagging, friction and impact. C. Safety: A special kind of protective packaging is required for products that are deemed hazardous to those who transport them or use them. These product include highly inflammable gas and liquid, radioactive elements, toxic materials etc. The packaging should also be done so that children could not easily use or dispose them. D. Waste reduction: Packaging also serves to reduce the amount of waste specially in case of food distribution
2) Containment: This involves consolidation of unit loads for shipping. It starts with spots of adhesives on the individual shippers that stick them together, straps of steel and plastic, entire shrouds of shrinkable or stretchable plastic films and paper or corrugated wraps that surround an entire pallet of product. There are some special bulk boxes or pallet bins made from unusually strong corrugated board or fabricated form plastics or metal, the method of which depends on the type and weight of product and its protective needs. The cargo containers made of aluminum used to hold many pallet loads of goods can be transferred to or from ships, trains and flatbed trucks by giant cranes. 3) Information: The packaging conveys necessary information to the consumers. The common information that packaging provides include general features of the product, ingredients, net weight of the contents, name and address of the manufacturers, maximum retail price (MRP). Packaging of medicine and some food products is required to provide information on methods of preparations, recipes and serving ideas, nutritional benefits, and date of manufacturing, date of expiry, warning messages and cautionary information. Sometimes, the colour of the packaging itself provides some information. For example, orange colour of the bottle of Mirinda or Fanta conveys the information that these brands are of orange coloured soft drinks. 4) Utility of use: The convenience packaging has been devised for foods, household chemicals, drugs, adhesives, paints, cosmetics, paper goods and a host of other products. This type of packaging includes dispensing devices, prepackaged hot metals, disposable medical packaging.
1.1.3 The 3 Levels of Packaging PRIMARY PACKAGING Primary packaging is the packaging in direct contact with the product itself and is sometimes referred to as a consumer unit. The main purpose of primary packaging is to contain, protect and/or preserve the finished product, particularly against contamination. This is the first layer containing the finished product, such as a plastic pouch holding whole-grain cereal or the cardboard box containing the pouch of cereal. This type of packaging is often intended for the end user or consumer. In addition to making it easier for consumers to handle products, it makes the products look more appealing and can be used for communication purposes to convey printed information about the products to consumers. SECONDARY PACKAGING This type of packaging is used outside of primary packaging to group a certain number of products to create a stock-keeping unit, commonly referred to as a SKU. It facilitates the handling of smaller products by collating them into a single pack. This type of packaging also provides supplementary protection to help maintain the integrity of the primary packaging. In addition, it can serve as a shipping container for small shipments, making it highly useful in e-commerce. Secondary packaging is frequently made up of multiple components (box, padding, separators, reinforcements, bags, paper, etc.). It may also be customized to make a product easily identifiable in the warehouse setting. In the case of cereal, for example, the secondary packaging would be the corrugated cardboard box containing multiple individual boxes of cereal. TERTIARY PACKAGING Often also referred to as bulk or transit packaging, this type of packaging is used to group larger quantities of SKUs to transport them from point A to point B (e.g. from production facility to point of sale). During this stage, products are handled as distribution units. This type of packaging makes it easier to transport large and/or heavy loads safely and securely. In addition to helping prevent damage, it consequently facilitates the handling, storage and transport of goods. An example of tertiary packaging is a stretch-wrapped pallet containing a quantity of cardboard boxes (secondary packaging) to enable efficient product shipping.
Packaging Design Trends 2021 Here are the biggest packaging design trends for 2021: 1. Tiny illustrated patterns that reveal what’s inside 2. Authentically vintage unboxing experience 3. Hyper-simplistic geometry 4. Packaging dressed in fine art 5. Technical and anatomical ink drawings 6. Organically shaped color blocking 7. Product names front and center 8. Picture-perfect symmetry 9. Story-driven packaging featuring quirky characters 10. Solid all-over color 1. Tiny illustrated patterns that reveal what’s inside — Patterns and illustrations can be so much more than just embellishment. They can reveal what a product is all about. In 2021, expect to see a lot of intricate patterns and tiny illustrations on packaging, and expect it to be doing one specific job: giving you a hint about what’s inside. 2. Authentically vintage unboxing experience — Vintage-inspired packaging has been a trend for a while now, so what’s different about it this year? The fact that the whole unboxing experience looks so authentic, you’ll think you travelled through time. 3. Hyper-simplistic geometry — Another one of the packaging trends we’ll be seeing a lot of in 2021 is designs that make use of extremely simplistic, yet bold geometric concepts. 4. Packaging dressed in fine art — In 2021, expect to see lots of packaging designs where the packaging itself is a piece of art. This trend is mostly gaining momentum with high-end products, but you could see it on mid-range products too. Designers are drawing inspiration from paintings and paint textures, either playfully integrating them into their designs or making them the focal point. 5. Technical and anatomical ink drawings — Seeing the theme yet? Overall, 2021’s upcoming packaging trends feel way more “art gallery” than “commercial graphic design.” 6. Organically shaped color blocking — What separates 2021’s organic color blocking from previous color blocking trends are the textures, the unique color combinations and how much the blocks vary in shape and weight. These aren’t clear, straight-edged boxes of color that make perfect grids and clean lines; they’re uneven, unbalanced, freckled and dappled collages that feel inspired by an eclectic flower garden or a dalmatian’s coat
7. Product names front and center — Instead of making an illustration or logo the packaging’s focal point, some designers are instead choosing to make the product’s name the star of their designs. These are designs that get extremely creative with lettering to allow the product’s name to take center stage. Each name on these packaging designs feels like an artwork in itself, giving the whole design a distinctive personality. 8. Picture-perfect symmetry — It’s not uncommon for a year’s top trends to contradict each other. In fact, it happens almost every year, and 2021’s packaging trends are no different. While some packaging designers play with organically imperfect shapes in their designs, others are swinging far in the opposite direction and creating pieces with perfect symmetry. These designs appeal to our sense of order, giving us a sense of grounding amid the chaos. 9. Story-driven packaging featuring quirky characters — Storytelling is a key part of any effective branding, and in 2021, you’re going to see lots of brands extending their storytelling to their packaging. 2021 will bring us characters that go beyond being mascots to seemingly living their own fleshed-out stories. And instead of just being static mascots, you’ll see these characters in scenes, like you’re looking at an individual panel of a graphic novel. 10. Solid all-over color — Right alongside bold packaging that reads like a comic book, you’ll see products packaged in single colors. Although it’s working with a far more limited palette, this packaging trend has no less character than any of the others in this list. In 2021, expect to see packaging designs that let the copy and (often unconventional) color choices do all the talking.
1. Paper/Paperboard/Fiberboard Paperboard and fiberboard are used in both primary and secondary packaging for companies throughout the world. Paper is used for making a large variety of thinner packaging products including labels, Kraft paper, paper bags, butcher paper, and more. Paperboard is thicker and more durable than a standard paper material. Paperboard is often used in primary packaging. Paperboard is used for milk and juice cartons, cereal boxes, frozen food boxes, candy boxes and more. Paperboard offers slightly more product protection than a paper material and less than fiberboard.
2. Aluminum Packaging Aluminum packaging is used for a variety of applications throughout the world. The most commonly used and recognized application for aluminum packaging are aluminum cans and containers. According to the Aluminum Association, more than 7 billion foil cans and containers are produced annually. Though the use of aluminum for cans is prominent, there are several other uses for aluminum packaging. Foil packaging is used in medical, food, beverage, cosmetic and many other industries as a barrier protector. The foil helps to protect products from moisture, sunlight, and other external elements. Foil packaging is often used with an adhesive to protect and preserve unopened products while on the shelf.
3. Glass/Jars Though the PE plastic market has consumed some of the glass packaging market, glass packaging still holds a significant market share within the packaging industry. Alcoholic and Non-Alcoholic drinks make up a large portion of the glass packaging market. Other industries that consistently use glass packaging are cosmetics and personal care, food and condiments, and even home decor and candles.