Package design The Packaging Matrix

“Consumers do not think about packaging until they are dissatisfied by its performance”

Lockhart, H. A paradigm for packaging. Packaging Technology and Science. 1997; 10:237-252.

Packaging has the potential to impact consumers decision to buy the product

The package designer must consider the design’s effect on all intersections

Environments

Protection

Utility

Ambient

Human

FUNCTIONS

Physical

Communication

FUNCTIONS/ENVIRONMENT GRID FOR EVALUATING PACKAGE PERFORMANCE

Packaging Matrix -Goal ∗ To maximize the intersection of each function and environment without diminishing performance at other intersections.

Example - Child resistant packages ∗ Goal was to ensure the package was safe for children (child safety requirement) ∗ The Protection/Human intersection was maximized by making an extremely effective child resistant closure. ∗ Problem at the Convenience/Human Environment intersection ∗ Ability of elderly people to open the package was diminished.

http://www.mecmesin.com/Upload/Images/Computer_Controlled_Test_Systems/Vor-i_0008_180.jpg

Intersections

Functions ∗ Protection ∗ Utility ∗ Communication

Environments ∗ Physical ∗ Ambient ∗ Human

9 Intersections 1.

Protection/Physical environment: The product must be protected from the environment (transportation, storage, and handling) and the environment must be protected from the product.

2.

Protection/Ambient: The package must protect the product from the environment (light, dust, microbes, moisture, oxygen, etc.).

∗ Here there is room for considering new technologies (antimicrobial films, smart packaging).

1.

Protection/Human environment: Can the package save lives (e.g., child resistant closures)?

Bix et al. (2004).

9 Intersections 4. Communication/Physical environment: Convey messages to workers throughout distribution about the proper storage and handling of the packages (textual or graphic).

Bix et al. (2004).

∗ Graphic signs for illiterate worker - ASTM D5445-03a “Standard practice for pictorial markings for handling of goods”

http://2.bp.blogspot.com/_ZlnD0f3ZPaI/TM84X_gVEYI/AAAAAAAAAGo/Vt5NmZBBElU/s1600/fragile.jpg

9 Intersections 5.

Communication/Ambient: Use of time and temperature indicators (TTIs) that communicate that a package has faced conditions that may have compromised it (high temperature or relative humidity).

Bix et al. (2004).

∗ Textual or graphic communication to workers like “keep refrigerated”, “keep frozen”.

http://www.barcodesinc.com/images/models/lg/Packing/ikfrozen.jpg

Did not work!

http://farm5.staticflickr.com/4078/4927368851_f2e1e93342.jpg

9 Intersections

6. Communication/Human environment: ∗ Text (brand name, directions and warnings, ingredients, nutritional facts, etc.). ∗ Shape configuration, texture, color, and product positioning.

Bix et al. (2004).

http://www.earthtimes.org/newsimage/sustainable-packaging-ensures-best-deal-12-Nov-11.jpg http://www.clever-storage.com/uploads/pics/verpackung_600px.jpg

9 Intersections 7.

Convenience/Physical environment: Appropriate size of shipping cases, handles for comfortable grips, plastic pallets instead of wooden pallets, stretch wrap that can keep palletized loads more stable thus diminishing damage and improving safety throughout the supply chain. 8. Convenience/Ambient: Not an intuitive aspect of packaging. ∗ Improving a package’s usefulness in the ambient conditions such as Controlled atmosphere and modified atmosphere packaging. 9. Convenience/Human: Something that consumers are willing to pay for. ∗ “Twist and pour” containers versus traditional cans. ∗ Old age and physical impairments must be considered. Bix et al. (2004).

“The matrix forces us to remember that functions and environments interact continuously and simultaneously”

(Lockhart, 1997)

References ∗ Lockhart, H. A paradigm for packaging. Packaging Technology and Science. 1997; 10:237-252. ∗ Bix, L., Rifon, N., Lockhart, H., de la Fuente, J. 2004. The Packaging Matrix: Linking Package design Criteria to the Marketing Mix. School of Packaging, Michigan State University. ∗ http://www.idspackaging.com/common/paper/Paper_47/The%20Pack aging%20Matrix%20Linking%20Package%20Design%20Criteria%20to%20the%20Marketing% 20Mix.htm

Use the Packaging Matrix in your Design Project

Exercise ∗ Your company has developed a new dry bean soup mixture and has asked you to develop the packaging system. ∗ The product requires protection against moisture gain, oxidation, aroma loss and mechanical disintegration of the components. ∗ The company wishes to avoid the weight and volume inefficiencies of a steel or glass container. http://feralkitchen.com/wp-content/uploads/2012/01/mixedbean560.jpg http://www.aroundhawaii.com/assets/articles/2012/04/2559/images/Ingredients_Bean_Soup.jpg

Activity ∗ Using appropriate packaging terminology as to:

∗ package materials, (e.g., LDPE, paperboard, etc.), ∗ package type (e.g., pouch, box, etc.), ∗ package level (e.g., primary, secondary, etc.) and ∗ package form (e.g., flexible, rigid, etc.),

∗ describe a packaging system which would allow marketing to both domestic and international markets. http://coactivehealth.com/wp-content/uploads/2010/06/DSC04838.jpg http://hurstbeanblog.files.wordpress.com/2011/08/homestyle-tribean.jpg?w=640 http://healthyheartmarket.com/ProductImages/00306.jpg http://t3.gstatic.com/images?q=tbn:ANd9GcTfcLmBB0lu9RPlbTwfsuDBOrNWAWQmX6Wzlll4CTPLjHr8FHLFdTKx45ujA

Exercise ∗ Define the environmental and mechanical protective functions each level of packaging provides. ∗ As much as possible, optimize the packaging system as to recyclability.

Environments

Physical

Ambient

FUNCTIONS

Protection

Human

Utility

Communication

Exercise