FOOD PACKAGING FSTC 311 – Fall 2015

Factors that affect package design

Packaging Design Objectives

• Specific to the particular product or brand • Must:

Design Objectives

1. Who is the consumer? 2. What environment will the product compete in? 3. What price point will the product be set at? 4. What are the production costs? 5. What is the time frame from design to market? 6. What distribution methods are planned?

Packaging Strategy – Objectives 1-3

1. Who is the consumer?

Packaging Strategy

2. What environment will the product compete in?

Packaging Strategy

3. What price point will the product be set at? ▫ Luxury vs. regular use.

Packaging Strategy

4. What are the production costs?

▫ Materials, etc. 5. What distribution methods

are planned?

▫ Marketing campaign, international, etc.

Primary Packaging Design Objective

To accomplish the marketer’s strategy objective • (i.e., sell the product) creatively.

Breaking through the visual clutter of the competition is key!

Packaging Design Principles

Symbolism of Color

Symbolism of Color

http://www.princetonol.com/groups/iad/lessons/middle/color2.htm

http://www.poundland.co.uk/product-range/a-z/200g-ritz-crackers-2-for-1/

Symbolism of Color

http://www.princetonol.com/groups/iad/lessons/middle/color2.htm

Symbolism of Color

Symbols and Graphics

Characters support brand communication, promote product attributes, and become the embodiment of the brand’s personality.

Symbols and Icons

http://www.nytimes.com/2007/04/27/technology/27amazon.html?_r=1

Physical Structure and Shape

http://www.freedigitalphotos.net/image/s_cocacola1.jpg

Properties of the ideal package

Consumers gravitate toward product and packaging innovation that is playful while also making the product easier to use.

Packaging Strategy

Packaging Strategy

Packaging Strategy

Packaging Strategy

Packaging Strategy

Packaging Strategy

http://blog.esko.com/wp-content/uploads/2013/05/Innovative-egg-carton-packaging.jpg

The choice of the material and design must be based on:

Packaging Materials

Activity

FOOD PACKAGING TECHNOLOGY

MODIFIED ATMOSPHERE PACKAGING

http://www.thantawan.com/images/domes_Active%20breathable.jpg

Current methods

http://guelphmercury.blogs.com/fuel/2009/03/using-carbon-monoxide-to-extend-shelf-life.html

Factors to consider when deciding to implement a MAP process for a product

Selection of the gas or mixture of gases

http://2.bp.blogspot.com/-XB6wPbI-hzE/T5Bee-feq4I/AAAAAAAAANw/-v4Nt9mCRRo/s1600/Atmosfera_modificada.png

Carbon dioxide

Nitrogen

Oxygen

Oxygen

In some cases, oxygen is used to improve the appearance of foods

http://www.soxal.com/image/photoelement/pj/map33242.gif

Successful MAP

http://www.chandraassociates.com/images/Slide3.JPG

Aseptic packaging

Aseptic = Aseptic packaging =

Aseptic package

http://www.mediacrayon.com/wp-content/uploads/2011/07/purepak2.jpg

Packaging sterilization

Packaging materials

Package Hermetic sealing

Product sterilization

Package manufacture Or Assembly

Package filling

Raw product

HEPA filter maintains positive air pressure

General Aseptic processing layout

Commercially sterilized product UHT

Pre-sterilized containers with hermetic seals

Filled in an atmosphere free of microorganisms

Aseptic cartons

http://i01.i.aliimg.com/img/pb/778/429/370/370429778_194.jpg

Aseptic cartons

http://www.milkunleashed.com/images/aseptic-milk-packaging-layers.gif Tetra Pak (Canada)

Aseptic cartons and recycling

http://www.tetrapak.com/publishingimages/materials_aseptic_carton.jpg

Microwavable packaging

Package characteristics

In most cases, the package should be of a microwave-transparent material.

transparent absorbent reflective

Geometry

Microwavable packaging

Dielectric constants of some food materials

Material ε’ ε” dp (cm)

Water 77.4 9.2 1.7

Water + 5% NaCl

67.5 71.1 0.25

Ice 3.2 0.003 1162

Vegetables 62-71.5 15.8-17.9 0.93-1

Meats 32.1(beef)-85 (ham)

10.6-67 1-0.3

Cooking oil 2.5 0.1 23.7

Butter (unsalted)

3 0.1 30.5

Butter (salted) 4.4 0.5 8.2

Gravy 73.4 26.4 0.64

Bread 4 2 2

FOOD PACKAGING AND LABELING

Although the client is responsible for all legal issues, the designer must apply all of the legal requirements as they relate to the packaging design

“No packaging design should go to market before a legal authority approves the final design”

http://timigustafson.com/wp-content/uploads/2009/04/nutrition_label.jpg

Ingredients

http://cbsnews2.cbsistatic.com/hub/i/2014/02/27/0490c85e-e2c6-47fb-b0a9-98cd64eab744/a8bed6c3d05a3ea43fedf0a1250d2e71/nutrition-food-label-merge-v04.jpg

Key Points

1. Make sure that the product contents are represented clearly and truthfully

2. Provide protection for the contents under normal conditions (from handling and distribution to retail and use)

3. Ensure that the packaging is constructed with materials that will not have an adverse effect on the product

4. Promote consideration of the environment 5. Support the communication of the product contents 6. Protect the consumer from false claims