Developer/New Product Packaging
Isaac Perry
week_5_powerpoint_tlmt351.pptxWeek 5
Packaging as part of the Sales and Marketing Function
Krasovec & Klimchuck Chapters 9 and 10
Required Readings for Week 5
Evaluate the challenges and solutions of packaging as a communication tool; the technical elements of labeling, marking, and coding; and the printing methods
Learning Objectives for Week 5
Week 5 Discussion Forum: In considering materials for a retail package (one that will be displayed on the shelf in a retail environment), discuss the advantages and disadvantages of using paper packaging and the advantages and disadvantages of using plastic packaging for this purpose.
Written Assignment: Assume you are given the task of developing retail packaging for a new product. The product and package will be produced in a small town in China. The product will be small runs at first and the package will be a folding carton with a three color print. What print methods might you consider for the first smaller runs? Would you change to a different method if the product does well and goes into larger production runs? Justify your reasoning and considerations.
Assignments for Week 5
Select a target market
The structure of trade
The structure of the population
Consumer preferences
Legal requirements
Positioning the Product
Brand-related positioning
Product related positioning
Target related positioning
How is printing used as a communication tool?
Elements of visual design used in packaging
Illustration
Color
Shape
Copy
Technical elements
Labeling
Marking
Coding
Graphic designer’s tools
Letterpress
Printing Methods
Hot Stamping
Printing Methods
Flexography
Printing Methods
Rotogravure
Printing Methods
Offset
Printing Methods
Silk Screen
Printing Methods
Digital
Printing Methods
Labels and Labeling Magazine
Package Printing Magazine
Brand Packaging Magazine
Additional Resources
