Logo, Packaging, And Production – It’s all about Manufacturing!

Logo,

Packaging,

And Production –

It’s all about

Manufacturing!

What is a Trade Name?What is a Trade Name?

A trade name is the legal name A trade name is the legal name of a company that identifies it to of a company that identifies it to customers.customers.

What is a Trademark?What is a Trademark?

A Trademark is a name of graphic A Trademark is a name of graphic symbol of the combination of both symbol of the combination of both used to identify a product.used to identify a product.

Qualities of a Good Qualities of a Good TrademarkTrademark

Easy to see and recognizeEasy to see and recognize Adaptive for advertising and Adaptive for advertising and

packaging packaging Timely and in good tasteTimely and in good taste

What is a Brand Name?What is a Brand Name?

A brand name is used to identify A brand name is used to identify and differentiate a product from and differentiate a product from it competitions.it competitions.

12 Simple Rules for a 12 Simple Rules for a Brand NameBrand Name

Simple Simple ShortShort Easy to spellEasy to spell Easy to readEasy to read Easy to recognizeEasy to recognize Easy to Easy to

pronouncepronounce Timely (keeping Timely (keeping

with the time)with the time)

Adaptive for Adaptive for advertising advertising

Adaptive for Adaptive for packaging packaging

In good taste In good taste (not offensive)(not offensive)

Pleasing to hear Pleasing to hear Suggestive of Suggestive of

the product the product

1. What is a Trade Name?1. What is a Trade Name?

A.A. A slogan used to identify a A slogan used to identify a product product

B.B. A tag line A tag line

C.C. The legal name of a company that The legal name of a company that identifies it to customersidentifies it to customers

D.D. A name given to a product while A name given to a product while it is in the design stageit is in the design stage

2. Which of the following 2. Which of the following is a quality of a good is a quality of a good trademark?trademark?

A.A. Easy to recognize Easy to recognize

B.B. Adaptive for advertising and Adaptive for advertising and packaging packaging

C.C. Timely and in good tasteTimely and in good taste

D.D. All of the aboveAll of the above

3. What company does the 3. What company does the trademark below belong trademark below belong to?to?

A.A. McDonald’sMcDonald’s

B.B. Nike Nike

C.C. ConverseConverse

D.D. TargetTarget

4. What is a brand name?4. What is a brand name?

A.A. It identifies and differentiates a It identifies and differentiates a product from its competition product from its competition

B.B. It is the logo a company uses to It is the logo a company uses to identify itself identify itself

C.C. It is a tag line given to a product It is a tag line given to a product

D.D. None of the above None of the above

5. Which of the 5. Which of the following is not one of following is not one of the simple rules for a the simple rules for a brand name ?brand name ?

A.A. Keep it shortKeep it short

B.B. Keep it simple Keep it simple

C.C. Keep it complicated to help Keep it complicated to help people remember people remember

D.D. Keep it timely (keeping with the Keep it timely (keeping with the current time and trends)current time and trends)

The Two Types of The Two Types of Advertising Advertising

Product Advertising – promotes a specific productProduct Advertising – promotes a specific product

Tag Line – promotes a company in Tag Line – promotes a company in general or a general or a specific ideaspecific idea

4 Basic Ingredients of a 4 Basic Ingredients of a Good Advertisement Good Advertisement

AttractAttract the attention of customers the attention of customers through physical meansthrough physical means Size of the print advertisement or the Size of the print advertisement or the

length of the radio or television length of the radio or television commercialcommercial

Big, bold headlines or dramatic voicesBig, bold headlines or dramatic voices Effective use of colorEffective use of color Startling or interesting pictures and Startling or interesting pictures and

graphicsgraphics


InformInform and build interest in the and build interest in the product product Convert attention to interestConvert attention to interest Inform through copy or audio – Inform through copy or audio –

What is available?What is available? What are the properties of the product?What are the properties of the product? Where can the product be purchased?Where can the product be purchased? What price advantages does the product have?What price advantages does the product have?


PersuadePersuade or create a desire to own or create a desire to own the product the product Create a brand or product acceptance Create a brand or product acceptance Reinforce previous purchases of the Reinforce previous purchases of the

product product Establish a trademark or brand name Establish a trademark or brand name


Produce Produce Action Cause people to buy a product Cause people to buy a product This includes common marketing This includes common marketing

tools such as coupons, tools such as coupons, manufacturer’s rebates, free gifts, manufacturer’s rebates, free gifts, and recipes on the packageand recipes on the package

6. What are the two 6. What are the two different types of different types of advertising?advertising?

A.A. Tag line and brand name Tag line and brand name

B.B. Paper and billboards Paper and billboards

C.C. Product advertising and legal Product advertising and legal advertising advertising

D.D. Product advertising and tag line Product advertising and tag line

7. Which of the following 7. Which of the following is not one of the 4 basic is not one of the 4 basic ingredients to ingredients to advertising?advertising?

A.A. Attract Attract

B.B. Inform Inform

C.C. Persuade Persuade

D.D. Product an action Product an action

E.E. All of the above All of the above

Developing an Developing an Advertisement Advertisement

When developing an advertisement When developing an advertisement you would use a copy platformyou would use a copy platform

Copy Platform – lists the main Copy Platform – lists the main objectives of the advertising campaign objectives of the advertising campaign and the strategies to meet the goalsand the strategies to meet the goals

Steps to Developing an Steps to Developing an Advertisement Advertisement

Copy Copy - Determines what will be - Determines what will be said to the customer said to the customer Approaches to CopyApproaches to Copy Logical appeal – stress low price, Logical appeal – stress low price,

life of the product, dependability, life of the product, dependability, ease of use, efficiency ease of use, efficiency

Emotional appeal – stress is on Emotional appeal – stress is on peoples desires - attractive, peoples desires - attractive, popular, successful, or intelligent popular, successful, or intelligent


LayoutLayout – arranges elements into a – arranges elements into a pleasing format including pleasing format including Headlines and captionsHeadlines and captions Pictures and/or artPictures and/or art Company trademark, product brand name, and Company trademark, product brand name, and

slogansslogans Copy (the printed message)Copy (the printed message)


Production Production - Comprehensives are made - Comprehensives are made and sent to the publication or printerand sent to the publication or printer Comprehensives are exact copies of the Comprehensives are exact copies of the

advertisements as it is to appear on the advertisements as it is to appear on the publicationpublication

8. What are the steps to 8. What are the steps to developing an developing an advertisement? advertisement?

A.A. Attract, inform, and persuade the Attract, inform, and persuade the customer customer

B.B. Create a copy platform, produce Create a copy platform, produce a layout, send to productiona layout, send to production

C.C. Create a layout, create the copy, Create a layout, create the copy, and send to productionand send to production

D.D. None of the aboveNone of the above

What is Packaging?What is Packaging?

Packaging is the way in which a Packaging is the way in which a product is presented to a customer. product is presented to a customer.

A good package attracts attention, A good package attracts attention, informs, and persuades customers.informs, and persuades customers.

Packages Should Meet Packages Should Meet 3 Major Criteria3 Major Criteria

It must contain and protect the It must contain and protect the product during shipment and product during shipment and display in stores.display in stores.

A good package attracts attention, A good package attracts attention, informs, and persuades customers.informs, and persuades customers.

It must provide product use It must provide product use directions and related information.directions and related information.

Steps to Designing a Steps to Designing a PackagePackage

Analyzing the Analyzing the packaging packaging needsneeds

Selecting a Selecting a proper proper containercontainer

Preparing Preparing graphics for graphics for the package the package

Analyzing the Packaging Analyzing the Packaging NeedsNeeds

Factors to be considered:Factors to be considered: Type of Product Type of Product Need for protecting and transporting Need for protecting and transporting Customer desires and attitudesCustomer desires and attitudes

A written description is A written description is

used to determine used to determine

the needs. the needs.


The written description when analyzing The written description when analyzing the packaging needs includes:the packaging needs includes:

Product Description:Product Description: Product Name Product Name Physical Form – solid, liquid, paste, gel, Physical Form – solid, liquid, paste, gel,

etc.etc. Product Characteristics – fragile, Product Characteristics – fragile,

corrosive, abrasive, etc.corrosive, abrasive, etc. Typical Quantity sold – each, pair, dozen, Typical Quantity sold – each, pair, dozen,

etc.etc.


Protection Requirements:Protection Requirements: MoistureMoisture BreakageBreakage Theft Theft Dirt, grease, Dirt, grease,

other outside elementsother outside elements Evaporation Evaporation Bright light Bright light


Informational Informational Requirements:Requirements: Information required Information required

by lawby law Safety considerationsSafety considerations Care and useCare and use Manufacturer’s name Manufacturer’s name

and addressand address


Market Considerations:Market Considerations: Size and shape preferred by the Size and shape preferred by the

customers and retailerscustomers and retailers Quantity of products bought at one Quantity of products bought at one

time by the retailer and the customertime by the retailer and the customer Ease in handling, opening, and Ease in handling, opening, and

resealing resealing Type of display (shelf, rack, etc.) Type of display (shelf, rack, etc.)

used to hold the product in the storeused to hold the product in the store

Choosing the ContainerChoosing the Container

The material and container shape The material and container shape should be chosen to address:should be chosen to address: Cost Cost AvailabilityAvailability Ability to meet the package Ability to meet the package

requirement requirement Ease of manufactureEase of manufacture Ease of placing the product into the Ease of placing the product into the

packagepackage Environmentally friendly - Environmentally friendly -

biodegradable or recyclable biodegradable or recyclable

Biodegradable DesignsBiodegradable Designs

Biodegradable products have the Biodegradable products have the ability to break down, safely and ability to break down, safely and relatively quickly into raw relatively quickly into raw materials of nature and disappear materials of nature and disappear into the environment.into the environment.

A biodegradable product is any A biodegradable product is any material that come from nature – material that come from nature – plant-based, animal-based, or plant-based, animal-based, or natural mineral-basednatural mineral-based

Choosing the ContainerChoosing the Container

Types of Types of packages packages include:include: PlasticPlastic GlassGlass Metal bottlesMetal bottles JarsJars CansCans paperboardpaperboard

Biodegradable DesignsBiodegradable Designs Common products that Common products that

biodegradebiodegrade Cotton (1-5 months)Cotton (1-5 months) Paper (2-5 months)Paper (2-5 months) Rope (3-14 months)Rope (3-14 months) Plastic coated milk cartons (5 Plastic coated milk cartons (5

years)years) Plastic bags (10-20 years)Plastic bags (10-20 years) Tin cans (50-100 years)Tin cans (50-100 years) Aluminum cans (80-100 yearsAluminum cans (80-100 years Glass bottles (1 million years)Glass bottles (1 million years) Plastic bottles (forever)Plastic bottles (forever)

Recyclable DesignsRecyclable Designs

Recyclable materials can be Recyclable materials can be collected, re-processed and resold collected, re-processed and resold as a product as a product

Examples of recyclable materials:Examples of recyclable materials: Glass Glass Aluminum cansAluminum cans Magazines and paperMagazines and paper Materials made of uncoated paperMaterials made of uncoated paper Plastic bagsPlastic bags

9. Which of the 9. Which of the following is the following is the definition of definition of biodegradable? biodegradable?

A.A. Products that can be used again in Products that can be used again in the manufacture of another product the manufacture of another product

B.B. Products that have the ability to Products that have the ability to break down, safely and relatively break down, safely and relatively quickly into raw materials of nature quickly into raw materials of nature and disappear into the environment.and disappear into the environment.

C.C. Products that can me rinsed out an Products that can me rinsed out an reused reused


10. Which of the 10. Which of the following is the following is the definition of recyclable? definition of recyclable?

A.A. Products that collected, reprocessed, Products that collected, reprocessed, and resold as a product and resold as a product

B.B. Products that have the ability to Products that have the ability to break down, safely and relatively break down, safely and relatively quickly into raw materials of nature quickly into raw materials of nature and disappear into the environment.and disappear into the environment.

C.C. Products that can me rinsed out an Products that can me rinsed out an reused reused


11. Which of the 11. Which of the following is not one of following is not one of the main elements of the main elements of package design?package design?

A.A. Protection of the product in Protection of the product in shipping and display shipping and display

B.B. Attract, inform and persuade the Attract, inform and persuade the customer customer

C.C. Provide product use and Provide product use and instructionsinstructions

D.D. be plain to help keep cost low be plain to help keep cost low

12. Which of the 12. Which of the following is not a step to following is not a step to designing the designing the packaging?packaging?

A.A. Produce the product Produce the product

B.B. Analyze the package needs Analyze the package needs

C.C. Select a packaging containerSelect a packaging container

D.D. Prepare the graphics and designPrepare the graphics and design

13. What information is 13. What information is required to be on a required to be on a package design?package design?

A.A. Safety considerationsSafety considerations

B.B. Directions for use Directions for use

C.C. Company name and addressCompany name and address

D.D. The steps of productionThe steps of production

Preparing Package Preparing Package GraphicsGraphics

A package should be well designed A package should be well designed and keep the attention of the and keep the attention of the customers.customers.

Considerations in Package Considerations in Package DesignDesign

Product Identity:Product Identity: Trademark and Trademark and

brand names are brand names are clearly visibleclearly visible

Package shape Package shape will help display will help display and sell the and sell the productproduct

Description of Description of product is clearly product is clearly presentedpresented


Package Package decoration:decoration: Are colors pleasing?Are colors pleasing? Do the colors go Do the colors go

with the product?with the product? Is the layout Is the layout

uncluttered and uncluttered and attractive?attractive?

Us the printing clear Us the printing clear and legible?and legible?


Customer Customer acceptance:acceptance: Is the package Is the package

pleasing to the pleasing to the eye?eye?

Does the package Does the package meet the meet the expectations of expectations of the customer?the customer?

Information the Package Information the Package Should Contain Should Contain

Product name:Product name: LegibleLegible Gives accurate Gives accurate

description of description of productproduct

Coined names Coined names accurately accurately describe the describe the product (made product (made up words)up words)


Descriptive Descriptive information:information: Gives the name Gives the name

and address of and address of the manufacturethe manufacture

provides provides adequate adequate directions for usedirections for use

Lists necessary Lists necessary safety warnings safety warnings


Listing the quantity Listing the quantity of product in the of product in the package:package: Appears in a clearly Appears in a clearly

visible locationvisible location Conforms to standard Conforms to standard

industry practiceindustry practice Gives accurate Gives accurate

volume or weight volume or weight measures when measures when appropriate for the appropriate for the productproduct

14. Identify the 14. Identify the product name on the product name on the package shown. package shown.

A

B

C

D

15. Identify the 15. Identify the descriptive information descriptive information on the package shown. on the package shown.

A

B

C

D

Documents

Logo, Packaging, And Production – It’s all about Manufacturing!