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( ( ( (9[BSL ,@d]FSi?E}sY?EO:SG4 u!5dB047F2Z6G]Qp%դԎű*C@%ej:Z(?\HA'hm4kF G#p}hHg3E??M#~{A@E_LGeڐ€ Z(25M#&[| ;c@E$-De>☉ca&p=3@:ހ+Lvgoscr8OSJ:HbH"XU<@.?;cu*.-ߕ~T\vɓyE!o|.:8A:P@P@PF(,v>|!t9'/$㯵5|@;E)`(@fYtv"敛RK2=~Ф h@d#n V iǯ]*#=wʾi p0)\fqQE `HP@2W1J4!'ٱOA!#T4ޙkp}0GjW~ ' k;)nq1Yi%= 9x.f|NT:b/@,v ckR)d Ԁεv4oY\\ޱi©Hf.nu eN@MjCڪ0s:cE1C9‚Op:٭Fs251b& &i#Yf9<AYb?3@M_e˳u]6H" 4 v>bFoR(a&( @ ē&2@-D; P@P@2HcvȊЌfl >P.d4Šh `ӹ0(Yc@Tt@P@t[8J {wnhB}( 0 P|%͹CGjHĠqw451 6%#E' ( ( a,oz}oiʮu P@R}6\!CChV@sH 'bh4,tQ*^bP2`<h#"$jG@(P@ 6}PFM@Q4 G@: ( ( ( ( ( ( ( ( (( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( (( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( L@P@P@P@P@P@P@P@%P@P@P@ ( (h(h ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( L @P@P@P@P@P@P@P@P@ @P@PPP@-P@P@P@P@P@PUD( / 0DArialaackmanTTp4 ܖ 0ܖ"D[SOalaackmanTTp4 ܖ 0ܖ DTimes New RomanTTp4 ܖ 0ܖ0DWingdingsRomanTTp4 ܖ 0ܖ@DArial BlackmanTTp4 ܖ 0ܖ"PDVerdanaackmanTTp4 ܖ 0ܖ"@ .  @n?" dd@  @@`` LDoD 5()     !"/XR$ oW4堈xGR$9ƶmm-duG 0AA@8FlO ʚ;Sk8ʚ;g4NdNd@  0 ppp@  <4dddd x 0T<4BdBd x 0T<4!d!d x 0T>___PPT10D[SOes New RomanTTx 0xDTimes New RomanTTx 0x ZZ^___PPT9@8 O  = :' Lesson 10 Graphic Design in Packaging 6( %## Introduction Demographic and Psychographics The Retail Environment Fundamental Messages Equity and Names Graphic Design Basics Typography 2PcC N0 Introduction< '  A package design is composed of two separate components: 1. Features and characteristics Containment, protection/preservation, qualities 2. Attract consumer and motivate purchase decision surface decoration, form, material, shape Overview of the information Create packages to observer. Attention to product Consideration of the package design Sophisticated graphics and misleading statementsxVkA:C"C8C4CC)DN 0Demographics and Psychographics4## 1. Demographics Correct structural design product facts and physical world Understanding of the intended receiver of the communication. Consumption habits and motivations of population segments Purchase decision in the targeted audience Realms of demographics and psychographics. Demography: specific, easily quantifiable classifications information gender age occupation residence cultural background ethnic background education level marital status family size socioeconomic status geographic factors religious factors Anticipating market, future packaging needs. Some can be difficult to project. Broad demographic categorizationsP<PEP;PmP@PPyP CC|CyC,DN 0Demographics and Psychographics$#  2. Psychographics Psychographics ---how groups of people are motivated and how they behave An imprecise study common in everyday usage, DINKs, SKOTEs, DIPPie,GIZIGI; Presumably, certain images will appeal to these different groups and others will not. Continuous effort to identify tomorrow's hot trend or an unfulfilled need Discover the purchasing preference Seek to identify behavioral patternsxlPEPPPCCCC> 0 N0The Retail Environment4#Modern retail establishment --- choices Typical consumer sees fewer than 100 of these and leaves the store with about fourteen. Individual products present an equally astonishing number of choices The challenge facing the package designer Package---the only medium influence the purchase Consumer and package--- final confrontation Depending on the information source and the nature of the product About 68 and 80% decisions are made the product shelf. Consumer rarely has a specific list Product must convey messages to motivate decision in 7 seconds\(PP9PP$PFPC-0 N0The Retail Environment$pCluttered graphic designs and contradictory messages unseen is unsold. Merchandising methods self-serve sales clerks pegboard display shelf display mail order vending machine door to door warehouse outlets department stores specialty stores inspection before purchase Merchandising change From the second-choice economy option to better price. Merchandisers--- UPC codes and computers Power in the hands of retailers tell suppliers what is needed6PPPCPP?P)PJPdC=CC*,V0Fundamental MessagesB#the most important first item of understanding that must be delivered in a flash is : What is this? customer needs information to make a purchasing decision. With 100 options clamoring for the customer s attention, the customer will want to know What is it going to do for me? A last factor that may contribute to the purchase decision is the answer to the question; Who guarantees that? company or brand name may influence the purchase decision Designers use these messages in various proportions, depending on the nature of the product.IZIC.,V0Fundamental Messages$1. What is this? (the chords of familiarity) --- instantly recognize Direct common names are the most familiar Appropriate with new products.) Brand names become synonymous with the product 2. The second message What is it going to do for me? (the point of difference). recognize the benefit or virtue of the product. In a choice of 12 different kinds of rice, the chord of familiarity is "rice." The points of difference that characterize them might be instant rice long-grain rice wild rice Cajun-style rice rice and tomato free recipe book with this rice win a trip to Florida rice famous person eats this rice PP)PCCC+CC+4N0Equity and Brand Names Z#1. Equity products have graphic elements or icons easily identified Company name, brand name, symbol, typographic style, color or color pattern, or any combination of these. Kellogg's; Coca-Cola's bottle shape and can color pattern; Campbell's Soup's red-and-white can label, the Heinz "tombstone" logo; McDonald's golden arches Equity is built by establishing a reputation for consistently good product and service over a long time period. Icons are highly recognizable symbols that have major motivational impacts on a consumer's purchasing decision. Icons with high equity are always carried on new product lines in order to immediately establish the heritage and trust. b P:PP CCC|C/0N0Equity and Brand Names2 ~2. Brand names a great deal of equity; an invaluable purchase motivator. Anacin, Ajax, Kraft, Oreos, Maxwell House, Marlboro, Tide, Band-Aid, Tylenol, Budweiser, Michelob, Realemon, Elmer's, Drano, Bufferin, Cheerios, Kleenex, Kotex, Heinz, Perrier, Quaker Oats, and Schweppes. Established brand names are valued possessions Great care to protect trademarks or copyrights Good brand names describe the virtue of the product or invoke some image Greese - off (a dishwashing product) I Hate Peas (French fries made from peas) Gorilla Balls (vitamin-enriched malt balls for athletes) Fluff-off (static cling eliminator) Brand names for new products can succeed only if the name is promoted by a substantial advertising and promotional campaign Cost of a new brand name(P;PP/P7P[PP|PPCC C;CC CCCCCCC>"p04mQ. Graphic Design Basics basic design elements of a package : 1. Shape The actual package outline, illustration, or body of text. 2. Size How large or small the object or design is 3. Color Attract attention ;affects package ; add expense 4. Texture Perceived or real smoothness or roughness The sense of touch; the differente materials Using graphic patterns or textured substrates 5. Tone The lightness or darkness 6. Line Straight or curved, heavy or light, rough or smooth, continuous or broken; create different feelings: horizontal: calm vertical: dignity diagonal: vitality curved: grace 7. Icons Convey meanings or messages; alsohave equity. Design principles :Organize design elements into balance and unity Apply to each element and to the design as a whole A composition is a specific arrangement of design elements. ~xPGPP"CCvCYCCC,x !1N. Typography bsans serif fonts are preferred. (Serifs are the small, decorative extensions at the ends of a letter s line). Serif fonts have fine lines that tend to fill during printing, particularly with reversed-out printing of text. (Figure 10.1, right side) A larger font size could overcome this problem somewhat. 22C3!N. TypographyDecorative fonts to project a certain character or mood. Script fonts, for example, may be considered as feminine or romantic and are popular for personal care products. Elaborate script fonts can be difficult to read; relatively simple script designs in a larger size are preferred. Figure 10.2 shows a number of type treatments designed to convey a message beyond the actual textual messageC2 N. Typography0Considerations of typography for a package: Match the persona of the package and product Must be readable from the normal observer distance at the point of recognition Population contains people who are functionally illiterate and who should wear eyeglasses when shopping but don't. Be cautious of reversed-out type or increase its size and select fonts with wide strokes. Avoid using text over illustrations or color areas& Avoid long stretches of small type. Uppercase letters doesn t necessarily make a message easier to read. In some cases typography is determined by regulations. Text and illustrations in joints or seams may be difficult to register. 8-PlP+CnC}   0` fffff` ?̙ffE` ff333` C3ff3` &u3` ffff` **@fff̙fl` +3[Xd` 333f` 5D`|f>?" dd@*?lPd@ `F `A@`<``( n?" dd@   @@``PR    @ ` ` p>>  46(  46T ``` 4 "```" 4 BL' G p"P`` F 0C B 4 C T+ BCE6FGIQSTUV.WX@` B C "`` D0C hB 4 s *DԔ" 4 0I  "{4   LUSQdkYkHrh7h_    4 0K  "   8USQdkYkHre,g7h_ ,{N~ ,{ N~ ,{V~ ,{N~   4 6  #" `` `   X*   4 6X  #" ``    Z*   4 6XQ  #" `` `   \* H 4 0޽h ? fffff___PPT10i. +D='  = @B +  ؞!jg   0 t l @ 8 (  8:T H X  8 "H X " 8 <Dp"X  F 0C  8 B>"H0 F 0C B 8 C 4BCE6FGIQSTUV.WX@` B C "h  D0C B 8 s *Dp"p,$ 0 8 0 "py  LUSQdkYkHrh7h_   8 0l "x   NUSQdkYkHroRh7h_   8 6 #" `` `  X*   8 60 #" `c   Z*   8 6  #" `` `  \* H 8 0޽h ? fffff80___PPT10. * 0 0*(  x  c $8 8zcp   r  S 8pP    H  0޽h ? fffff80___PPT10.wУ0>  0 P>(    c $pz 4{4   x  c $0 4   H  0޽h ? fffff80___PPT10.wЍ  0 $(  r  S `4{4   r  S 4  H  0޽h ? fffff:  0 :(  r  S H4{4     S ݭ4  "p`PpH  0޽h ? fffff80___PPT10.'}O0  0 `0(  x  c $L4{4   x  c $$4  H  0޽h ? fffff80___PPT10.w$  0 $(  r  S 4{4   r  S 04  H  0޽h ? fffff80___PPT10.'}  0 :(  r  S g4{4     S th4  "p`PpH  0޽h ? fffff$  0 $(  r  S ,w4{4   r  S x4  H  0޽h ? fffff80___PPT10.'}$  0 $(  r  S 4{4   r  S 4,  H  0޽h ? fffff80___PPT10.|'$  0 $(  r  S t4{4   r  S ,&4  H  0޽h ? fffff80___PPT10.'}$  0 $(  r  S {4{4   r  S t|4M  H  0޽h ? fffff80___PPT10.'}  0 WO(  r  S (4{4   r  S 4z X  P  S (A H57-3}r M  0Ԓ  Typographical fonts to choose logos and trade names, a unique design Basic fonts ---classified as serif and sans serif 613C  Bf 0Z  fFigure 10.1 Example of script, serif, and sans serif fonts (left, top to bottom) and reversed-out typeggC H  0޽h ? fffff80___PPT10.'}Ppm  0  (  r  S 4{4   r  S L4   P  S (A H58-1@   Bp9 T  UFigure 10.2 Typography can be designed to communicate more than just the word itselfVVC H  0޽h ? fffff80___PPT10.}}0)$  0 $(  r  S } 4{4   r  S \} 4   H  0޽h ? fffff80___PPT10.z}ZjrT0[]DQ ^d)f`h&mRbfjRo~qs"|x!N~31GD( / 0DArialaackmanTTp4 ܖ 0ܖ"D[SOalaackmanTTp4 ܖ 0ܖ DTimes New RomanTTp4 ܖ 0ܖ ArialTimes New Roman Wingdings Arial BlackVerdana ĬģW Lesson 10 Graphic Design in Packaging 10 װеƽһ Introduction% Demographics and Psychographics% Demographics and PsychographicsThe Retail EnvironmentThe Retail EnvironmentġFundamental MessagesġFundamental Messages塢Equity and Brand Names 塢Equity and Brand Names. G[SOalaact+8 08z[ 00 DTimes New Roman8 08z[ 000DWingdingsRoman8 08z[ 00@DArial Blackman8 08z[ 00"PDVerdanaackman8 08z[ 00"@ .  @n?" dd@  TTp4 ܖ 0ܖ"PDVerdanaackmanTTp4 ܖ 0ܖ"@ .  @n?" dd@  @@`` LDoD 5()     !"/XR$ oW4堈xGR$9ƶmm-duG 0AA@8FlO ʚ;Sk8ʚ;g4NdNd@  0 ppp@  <4dddd x 0T<4BdBd x 0T<4!d!d x 0T>___PPT10D[SOes New RomanTTx 0xDTimes New RomanTTx 0x ZZ^___PPT9@8 O  =9' Lesson 10 Graphic Design in Packaging 6( %## Introduction Demographic and Psychographics The Retail Environment Fundamental Messages Equity and Names Graphic Design Basics Typography 2PcC N0 Introduction< '  A package design is composed of two separate components: 1. Features and characteristics Containment, protection/preservation, qualities 2. Attract consumer and motivate purchase decision surface decoration, form, material, shape Overview of the information Create packages to observer. Attention to product Consideration of the package design Sophisticated graphics and misleading statementsxVkA:C"C8C4CC)DN 0Demographics and Psychographics4## 1. Demographics Correct structural design product facts and physical world Understanding of the intended receiver of the communication. Consumption habits and motivations of population segments Purchase decision in the targeted audience Realms of demographics and psychographics. Demography: specific, easily quantifiable classifications information gender age occupation residence cultural background ethnic background education level marital status family size socioeconomic status geographic factors religious factors Anticipating market, future packaging needs. Some can be difficult to project. Broad demographic categorizationsP<PEP;PmP@PPyP CC|CyC,DN 0Demographics and Psychographics$#  2. Psychographics Psychographics ---how groups of people are motivated and how they behave An imprecise study common in everyday usage, DINKs, SKOTEs, DIPPie,GIZIGI; Presumably, certain images will appeal to these different groups and others will not. Continuous effort to identify tomorrow's hot trend or an unfulfilled need Discover the purchasing preference Seek to identify behavioral patternsxlPEPPPCCCC> 0 N0The Retail Environment4#Modern retail establishment --- choices Typical consumer sees fewer than 100 of these and leaves the store with about fourteen. Individual products present an equally astonishing number of choices The challenge facing the package designer Package---the only medium influence the purchase Consumer and package--- final confrontation Depending on the information source and the nature of the product About 68 and 80% decisions are made the product shelf. Consumer rarely has a specific list Product must convey messages to motivate decision in 7 seconds\(PP9PP$PFPC-0 N0The Retail Environment$pCluttered graphic designs and contradictory messages unseen is unsold. Merchandising methods self-serve sales clerks pegboard display shelf display mail order vending machine door to door warehouse outlets department stores specialty stores inspection before purchase Merchandising change From the second-choice economy option to better price. Merchandisers--- UPC codes and computers Power in the hands of retailers tell suppliers what is needed6PPPCPP?P)PJPdC=CC*,V0Fundamental MessagesB#the most important first item of understanding that must be delivered in a flash is : What is this? customer needs information to make a purchasing decision. With 100 options clamoring for the customer s attention, the customer will want to know What is it going to do for me? A last factor that may contribute to the purchase decision is the answer to the question; Who guarantees that? company or brand name may influence the purchase decision Designers use these messages in various proportions, depending on the nature of the product.IZIC.,V0Fundamental Messages$1. What is this? (the chords of familiarity) --- instantly recognize Direct common names are the most familiar Appropriate with new products.) Brand names become synonymous with the product 2. The second message What is it going to do for me? (the point of difference). recognize the benefit or virtue of the product. In a choice of 12 different kinds of rice, the chord of familiarity is "rice." The points of difference that characterize them might be instant rice long-grain rice wild rice Cajun-style rice rice and tomato free recipe book with this rice win a trip to Florida rice famous person eats this rice PP)PCCC+CC+4N0Equity and Brand Names Z#1. Equity products have graphic elements or icons easily identified Company name, brand name, symbol, typographic style, color or color pattern, or any combination of these. Kellogg's; Coca-Cola's bottle shape and can color pattern; Campbell's Soup's red-and-white can label, the Heinz "tombstone" logo; McDonald's golden arches Equity is built by establishing a reputation for consistently good product and service over a long time period. Icons are highly recognizable symbols that have major motivational impacts on a consumer's purchasing decision. Icons with high equity are always carried on new product lines in order to immediately establish the heritage and trust. b P:PP CCC|C/0N0Equity and Brand Names$  !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^`abcdefghijklmnopqrstuvwxyz{|}~@@`` LDoD 5()     !"/XR$ oW4堈xGR$9ƶPowerPoint Document(_yDocumentSummaryInformation8;80DWingdingsRomanTTp4 ܖ 0ܖ@DArial BlackmanTTp4 ܖ 0ܖ"PDVerdanaackmanTTp4 ܖ 0ܖ"@ .  @n?" dd@  @@`` LDoD 5()     !"/XR$ oW4堈xGR$9ƶmm-duG 0AA@8FlO ʚ;Sk8ʚ;g4NdNd@  0 ppp@  <4dddd x 0T<4BdBd x 0T<4!d!d x 0T>___PPT10D[SOes New RomanTTx 0xDTimes New RomanTTx 0x ZZ^___PPT9@8 O  =9' Lesson 10 Graphic Design in Packaging 6( %## Introduction Demographic and Psychographics The Retail Environment Fundamental Messages Equity and Names Graphic Design Basics Typography 2PcC N0 Introduction< '  A package design is composed of two separate components: 1. Features and characteristics Containment, protection/preservation, qualities 2. Attract consumer and motivate purchase decision surface decoration, form, material, shape Overview of the information Create packages to observer. Attention to product Consideration of the package design Sophisticated graphics and misleading statementsxVkA:C"C8C4CC)DN 0Demographics and Psychographics4## 1. Demographics Correct structural design product facts and physical world Understanding of the intended receiver of the communication. Consumption habits and motivations of population segments Purchase decision in the targeted audience Realms of demographics and psychographics. Demography: specific, easily quantifiable classifications information gender age occupation residence cultural background ethnic background education level marital status family size socioeconomic status geographic factors religious factors Anticipating market, future packaging needs. Some can be difficult to project. Broad demographic categorizationsP<PEP;PmP@PPyP CC|CyC,DN 0Demographics and Psychographics$#  2. Psychographics Psychographics ---how groups of people are motivated and how they behave An imprecise study common in everyday usage, DINKs, SKOTEs, DIPPie,GIZIGI; Presumably, certain images will appeal to these different groups and others will not. Continuous effort to identify tomorrow's hot trend or an unfulfilled need Discover the purchasing preference Seek to identify behavioral patternsxlPEPPPCCCC> 0 N0The Retail Environment4#Modern retail establishment --- choices Typical consumer sees fewer than 100 of these and leaves the store with about fourteen. Individual products present an equally astonishing number of choices The challenge facing the package designer Package---the only medium influence the purchase Consumer and package--- final confrontation Depending on the information source and the nature of the product About 68 and 80% decisions are made the product shelf. Consumer rarely has a specific list Product must convey messages to motivate decision in 7 seconds\(PP9PP$PFPC-0 N0The Retail Environment$pCluttered graphic designs and contradictory messages unseen is unsold. Merchandising methods self-serve sales clerks pegboard display shelf display mail order vending machine door to door warehouse outlets department stores specialty stores inspection before purchase Merchandising change From the second-choice economy option to better price. Merchandisers--- UPC codes and computers Power in the hands of retailers tell suppliers what is needed6PPPCPP?P)PJPdC=CC*,V0Fundamental MessagesB#the most important first item of understanding that must be delivered in a flash is : What is this? customer needs information to make a purchasing decision. With 100 options clamoring for the customer s attention, the customer will want to know What is it going to do for me? A last factor that may contribute to the purchase decision is the answer to the question; Who guarantees that? company or brand name may influence the purchase decision Designers use these messages in various proportions, depending on the nature of the product.IZIC.,V0Fundamental Messages$1. What is this? (the chords of familiarity) --- instantly recognize Direct common names are the most familiar Appropriate with new products.) Brand names become synonymous with the product 2. The second message What is it going to do for me? (the point of difference). recognize the benefit or virtue of the product. In a choice of 12 different kinds of rice, the chord of familiarity is "rice." The points of difference that characterize them might be instant rice long-grain rice wild rice Cajun-style rice rice and tomato free recipe book with this rice win a trip to Florida rice famous person eats this rice PP)PCCC+CC+4N0Equity and Brand Names Z#1. Equity products have graphic elements or icons easily identified Company name, brand name, symbol, typographic style, color or color pattern, or any combination of these. Kellogg's; Coca-Cola's bottle shape and can color pattern; Campbell's Soup's red-and-white can label, the Heinz "tombstone" logo; McDonald's golden arches Equity is built by establishing a reputation for consistently good product and service over a long time period. Icons are highly recognizable symbols that have major motivational impacts on a consumer's purchasing decision. Icons with high equity are always carried on new product lines in order to immediately establish the heritage and trust. b P:PP CCC|C/0N0Equity and Brand Names$~2. Brand names a great deal of equity; an invaluable purchase motivator. Anacin, Ajax, Kraft, Oreos, Maxwell House, Marlboro, Tide, Band-Aid, Tylenol, Budweiser, Michelob, Realemon, Elmer's, Drano, Bufferin, Cheerios, Kleenex, Kotex, Heinz, Perrier, Quaker Oats, and Schweppes. Established brand names are valued possessions Great care to protect trademarks or copyrights Good brand names describe the virtue of the product or invoke some image Greese - off (a dishwashing product) I Hate Peas (French fries made from peas) Gorilla Balls (vitamin-enriched malt balls for athletes) Fluff-off (static cling eliminator) Brand names for new products can succeed only if the name is promoted by a substantial advertising and promotional campaign Cost of a new brand name(P;PP/P7P[PP|PPCC C;CC CCCCCCC>"p04mQ. Graphic Design Basics basic design elements of a package : 1. Shape The actual package outline, illustration, or body of text. 2. Size How large or small the object or design is 3. Color Attract attention ;affects package ; add expense 4. Texture Perceived or real smoothness or roughness The sense of touch; the differente materials Using graphic patterns or textured substrates 5. Tone The lightness or darkness 6. Line Straight or curved, heavy or light, rough or smooth, continuous or broken; create different feelings: horizontal: calm vertical: dignity diagonal: vitality curved: grace 7. Icons Convey meanings or messages; alsohave equity. Design principles :Organize design elements into balance and unity Apply to each element and to the design as a whole A composition is a specific arrangement of design elements. ~xPGPP"CCvCYCCC,x !1N. Typography bsans serif fonts are preferred. (Serifs are the small, decorative extensions at the ends of a letter s line). Serif fonts have fine lines that tend to fill during printing, particularly with reversed-out printing of text. (Figure 10.1, right side) A larger font size could overcome this problem somewhat. 22C3!N. TypographyDecorative fonts to project a certain character or mood. Script fonts, for example, may be considered as feminine or romantic and are popular for personal care products. Elaborate script fonts can be difficult to read; relatively simple script designs in a larger size are preferred. Figure 10.2 shows a number of type treatments designed to convey a message beyond the actual textual messageC2 N. Typography0Considerations of typography for a package: Match the persona of the package and product Must be readable from the normal observer distance at the point of recognition Population contains people who are functionally illiterate and who should wear eyeglasses when shopping but don't. Be cautious of reversed-out type or increase its size and select fonts with wide strokes. Avoid using text over illustrations or color areas& Avoid long stretches of small type. Uppercase letters doesn t necessarily make a message easier to read. In some cases typography is determined by regulations. Text and illustrations in joints or seams may be difficult to register. 8-PlP+CnC>  0 P>(    c $pz 4{4   x  c $0 4   H  0޽h ? fffff80___PPT10.wЍ:  0 :(  r  S H4{4     S ݭ4  "p`PpH  0޽h ? fffff80___PPT10.'}O$  0 $(  r  S 4{4   r  S 04  H  0޽h ? fffff80___PPT10.'}$  0 $(  r  S t4{4   r  S ,&4  H  0޽h ? fffff80___PPT10.'}r$~, c/~31GD( / 0DArialaackmanTTp4 ܖ 0ܖ"D[SOalaackmanTTp4 ܖ 0ܖ DTimes New RomanTTp4 ܖ 0ܖ0DWingdingsRomanTTp4 ܖ 0ܖ@DArial Blackmanmm-duG 0AA@8[FlO ʚ;Sk8ʚ;g4NdNdPz[ 0fppp@  <4dddd|< 0<4BdBd|< 0<_UTOADTOAD0| px   $PowerPoint PresentationoweoweTOADPoi93DMicrosoft PowerPointon@ೃw@@@`(PGNg  N  y--$xx--'f--N%%$$%%' ( * , . U W X Z\]^^^^^^]\ZXWU.,*('%%$$$--'--$!!--f-- $!!--'ff--,$"%(+.1357788--'--%55--'@"Verdana-. ?2 +%Lesson 10 Graphic Design in Packaging."System;-@Wingdings-. ff 2 =lK.-@Times New Roman-. 2 = Introduction.-@Wingdings-. ff 2 ClK.-@Times New Roman-. 62 CDemographic and Psychographics .-@Wingdings-. ff 2 HlK.-@Times New Roman-. *2 HThe Retail Environment .-@Wingdings-. ff 2 MlK.-@Times New Roman-. %2 MFundamental Messages.-@Wingdings-. ff 2 SlK.-@Times New Roman-. 2 SEquity and Names.-@Wingdings-. ff 2 XlK.-@Times New Roman-. '2 XGraphic Design Basicst.-@Wingdings-. ff 2 ]lK.-@Times New Roman-. 2 ] Typography.-՜.+,D՜.+,    O ĻʾonyA ~2. Brand names a great deal of equity; an invaluable purchase motivator. Anacin, Ajax, Kraft, Oreos, Maxwell House, Marlboro, Tide, Band-Aid, Tylenol, Budweiser, Michelob, Realemon, Elmer's, Drano, Bufferin, Cheerios, Kleenex, Kotex, Heinz, Perrier, Quaker Oats, and Schweppes. Established brand names are valued possessions Great care to protect trademarks or copyrights Good brand names describe the virtue of the product or invoke some image Greese - off (a dishwashing product) I Hate Peas (French fries made from peas) Gorilla Balls (vitamin-enriched malt balls for athletes) Fluff-off (static cling eliminator) Brand names for new products can succeed only if the name is promoted by a substantial advertising and promotional campaign Cost of a new brand name(P;PP/P7P[PP|PPCC C;CC CCCCCCC>"p04mQ. Graphic Design Basics basic design elements of a package : 1. Shape The actual package outline, illustration, or body of text. 2. Size How large or small the object or design is 3. Color Attract attention ;affects package ; add expense 4. Texture Perceived or real smoothness or roughness The sense of touch; the differente materials Using graphic patterns or textured substrates 5. Tone The lightness or darkness 6. Line Straight or curved, heavy or light, rough or smooth, continuous or broken; create different feelings: horizontal: calm vertical: dignity diagonal: vitality curved: grace 7. Icons Convey meanings or messages; alsohave equity. Design principles :Organize design elements into balance and unity Apply to each element and to the design as a whole A composition is a specific arrangement of design elements. ~xPGPP"CCvCYCCC,x !1N. Typography bsans serif fonts are preferred. (Serifs are the small, decorative extensions at the ends of a letter s line). Serif fonts have fine lines that tend to fill during printing, particularly with reversed-out printing of text. (Figure 10.1, right side) A larger font size could overcome this problem somewhat. 22C3!N. TypographyDecorative fonts to project a certain character or mood. Script fonts, for example, may be considered as feminine or romantic and are popular for personal care products. Elaborate script fonts can be difficult to read; relatively simple script designs in a larger size are preferred. Figure 10.2 shows a number of type treatments designed to convey a message beyond the actual textual messageC2 N. Typography0Considerations of typography for a package: Match the persona of the package and product Must be readable from the normal observer distance at the point of recognition Population contains people who are functionally illiterate and who should wear eyeglasses when shopping but don't. Be cautious of reversed-out type or increase its size and select fonts with wide strokes. Avoid using text over illustrations or color areas& Avoid long stretches of small type. Uppercase letters doesn t necessarily make a message easier to read. In some cases typography is determined by regulations. Text and illustrations in joints or seams may be difficult to register. 8-PlP+CnCrM)31GD( / 0DArialaackmanTTp4 ܖ 0ܖ"D[SOalaackmanTTp4 ܖ 0ܖ DTimes New RomanTTp4 ܖ 0ܖ0DWingdingsRomanTTp4 ܖ 0ܖ@DArial BlackmanTTp4 ܖ 0ܖ"PDVerdanaackmanTTp4 ܖ 0ܖ"@ .  @n?" dd@  @@`` LDoD 5()     !"/XR$ oW4堈xGR$9ƶmm-duG 0AA@8FlO ʚ;Sk8ʚ;g4NdNd@  0 ppp@  <4dddd x 0T<4BdBd x 0T<4!d!d x 0T>___PPT10D[SOes New RomanTTx 0xDTimes New RomanTTx 0x ZZ^___PPT9@8 O  =9' Lesson 10 Graphic Design in Packaging 6( %## Introduction Demographic and Psychographics The Retail Environment Fundamental Messages Equity and Names Graphic Design Basics Typography 2PcC N0 Introduction< '  A package design is composed of two separate components: 1. Features and characteristics Containment, protection/preservation, qualities 2. Attract consumer and motivate purchase decision surface decoration, form, material, shape Overview of the information Create packages to observer. Attention to product Consideration of the package design Sophisticated graphics and misleading statementsxVkA:C"C8C4CC)DN 0Demographics and Psychographics4## 1. Demographics Correct structural design product facts and physical world Understanding of the intended receiver of the communication. Consumption habits and motivations of population segments Purchase decision in the targeted audience Realms of demographics and psychographics. Demography: specific, easily quantifiable c4!d!d|< 0___PPT10D[SOes New Ԥ0Ԥz[ 0̤DTimes New RomanԤ0Ԥz[ 0̤ ZZO  =: Lesson 10 Graphic Design in Packaging ,{10 Sň-Nvs^blassifications information gender age occupation residence cultural background ethnic background education level marital status family size socioeconomic status geographic factors religious factors Anticipating market, future packaging needs. Some can be difficult to project. Broad demographic categorizationsP<PEP;PmP@PPyP CC|CyC,DN 0Demographics and Psychographics$#  2. Psychographics Psychographics ---how groups of people are motivated and how they behave An imprecise study common in everyday usage, DINKs, SKOTEs, DIPPie,GIZIGI; Presumably, certain images will appeal to these different groups and others will not. Continuous effort to identify tomorrow's hot trend or an unfulfilled need Discover the purchasing preference Seek to identify behavioral patternsxlPEPPPCCCC> 0 N0The Retail Environment4#Modern retail establishment --- choices Typical consumer sees fewer than 100 of these and leaves the store with about fourteen. Individual products present an equally astonishing number of choices The challenge facing the package designer Package---the only medium influence the purchase Consumer and package--- final confrontation Depending on the information source and the nature of the product About 68 and 80% decisions are made the product shelf. Consumer rarely has a specific list Product must convey messages to motivate decision in 7 seconds\(PP9PP$PFPC-0 N0The Retail Environment$pCluttered graphic designs and contradictory messages unseen is unsold. Merchandising methods self-serve sales clerks pegboard display shelf display mail order vending machine door to door warehouse outlets department stores specialty stores inspection before purchase Merchandising change From the second-choice economy option to better price. Merchandisers--- UPC codes and computers Power in the hands of retailers tell suppliers what is needed6PPPCPP?P)PJPdC=CC*,V0Fundamental MessagesB#the most important first item of understanding that must be delivered in a flash is : What is this? customer needs information to make a purchasing decision. With 100 options clamoring for the customer s attention, the customer will want to know What is it going to do for me? A last factor that may contribute to the purchase decision is the answer to the question; Who guarantees that? company or brand name may influence the purchase decision Designers use these messages in various proportions, depending on the nature of the product.IZIC.,V0Fundamental Messages$1. What is this? (the chords of familiarity) --- instantly recognize Direct common names are the most familiar Appropriate with new products.) Brand names become synonymous with the product 2. The second message What is it going to do for me? (the point of difference). recognize the benefit or virtue of the product. In a choice of 12 different kinds of rice, the chord of familiarity is "rice." The points of difference that characterize them might be instant rice long-grain rice wild rice Cajun-style rice rice and tomato free recipe book with this rice win a trip to Florida rice famous person eats this rice PP)PCCC+CC+4N0Equity and Brand Names Z#1. Equity products have graphic elements or icons easily identified Company name, brand name, symbol, typographic style, color or color pattern, or any combination of these. Kellogg's; Coca-Cola's bottle shape and can color pattern; Campbell's Soup's red-and-white can label, the Heinz "tombstone" logo; McDonald's golden arches Equity is built by establishing a reputation for consistently good product and service over a long time period. Icons are highly recognizable symbols that have major motivational impacts on a consumer's purchasing decision. Icons with high equity are always carried on new product lines in order to immediately establish the heritage and trust. b P:PP CCC|C/0N0Equity and Brand Names$~2. Brand names a great deal of equity; an invaluable purchase motivator. Anacin, Ajax, Kraft, Oreos, Maxwell House, Marlboro, Tide, Band-Aid, Tylenol, Budweiser, Michelob, Realemon, Elmer's, Drano, Bufferin, Cheerios, Kleenex, Kotex, Heinz, Perrier, Quaker Oats, and Schweppes. Established brand names are valued possessions Great care to protect trademarks or copyrights Good brand names describe the virtue of the product or invoke some image Greese - off (a dishwashing product) I Hate Peas (French fries made from peas) Gorilla Balls (vitamin-enriched malt balls for athletes) Fluff-off (static cling eliminator) Brand names for new products can succeed only if the name is promoted by a substantial advertising and promotional campaign Cost of a new brand name(P;PP/P7P[PP|PPCC C;CC CCCCCCC>"p04mQ. Graphic Design Basics basic design elements of a package : 1. Shape The actual package outline, illustration, or body of text. 2. Size How large or small the object or design is 3. Color Attract attention ;affects package ; add expense 4. Texture Perceived or real smoothness or roughness The sense of touch; the differente materials Using graphic patterns or textured substrates 5. Tone The lightness or darkness 6. Line Straight or curved, heavy or light, rough or smooth, continuous or broken; create different feelings: horizontal: calm vertical: dignity diagonal: vitality curved: grace 7. Icons Convey meanings or messages; alsohave equity. Design principles :Organize design elements into balance and unity Apply to each element and to the design as a whole A composition is a specific arrangement of design elements. ~xPGPP"CCvCYCCC,x !1N. Typography bsans serif fonts are preferred. (Serifs are the small, decorative extensions at the ends of a letter s line). Serif fonts have fine lines that tend to fill during printing, particularly with reversed-out printing of text. (Figure 10.1, right side) A larger font size could overcome this problem somewhat. 22C3!N. TypographyDecorative fonts to project a certain character or mood. Script fonts, for example, may be considered as feminine or romantic and are popular for personal care products. Elaborate script fonts can be difficult to read; relatively simple script designs in a larger size are preferred. Figure 10.2 shows a number of type treatments designed to convey a message beyond the actual textual messageC2 N. Typography0Considerations of typography for a package: Match the persona of the package and product Must be readable from the normal observer distance at the point of recognition Population contains people who are functionally illiterate and who should wear eyeglasses when shopping but don't. Be cautious of reversed-out type or increase its size and select fonts with wide strokes. Avoid using text over illustrations or color areas& Avoid long stretches of small type. Uppercase letters doesn t necessarily make a message easier to read. In some cases typography is determined by regulations. Text and illustrations in joints or seams may be difficult to register. 8-PlP+CnCrU31D( / 0DArialaact+8 08z[ 00"DRoot EntrydO)@PPicturesCurrent User,SummaryInformation(>      !"#$%&'()*+,-./0123456789:;<=?@ABCDEF<=>?@ABCDEFGHIJKraphic Design Basics . Typography . Typography. Typography  õʾĸģ õƬD 4<Version-_/UTOADTOAD!!--f-- $!!--'ff--,$bM #### 4>  Introduction Demographic and Psychographics The Retail Environment Fundamental Messages Equity and Names Graphic Design Basics Typography 2PcC N0 Introduction< '  A package design is composed of two separate components: 1. Features and characteristics Containment, protection/preservation, qualities 2. Attract consumer and motivate purchase decision surface decoration, form, material, shape Overview of the information Create packages to observer. Attention to product Consideration of the package design Sophisticated graphics and misleading statementsxVkA:C"C8C4CC)DN 0Demographics and Psychographics4## 1. Demographics Correct structural design product facts and physical world Understanding of the intended receiver of the communication. Consumption habits and motivations of population segments Purchase decision in the targeted audience Realms of demographics and psychographics. Demography: specific, easily quantifiable classifications information gender age occupation residence cultural background ethnic background education level marital status family size socioeconomic status geographic factors religious factors Anticipating market, future packaging needs. Some can be difficult to project. Broad demographic categorizationsP<PEP;PmP@PPyP CC|CyC,DN 0Demographics and Psychographics$#  2. Psychographics Psychographics ---how groups of people are motivated and how they behave An imprecise study common in everyday usage, DINKs, SKOTEs, DIPPie,GIZIGI; Presumably, certain images will appeal to these different groups and others will not. Continuous effort to identify tomorrow's hot trend or an unfulfilled need Discover the purchasing preference Seek to identify behavioral patternsnPEPPPCCCC> 0 N0The Retail Environment4#Modern retail establishment --- choices Typical consumer sees fewer than 100 of these and leaves the store with about fourteen. Individual products present an equally astonishing number of choices The challenge facing the package designer Package---the only medium influence the purchase Consumer and package--- final confrontation Depending on the information source and the nature of the product About 68 and 80% decisions are made the product shelf. Consumer rarely has a specific list Product must convey messages to motivate decision in 7 seconds\(PP9PP$PFPC-0 N0The Retail Environment$pCluttered graphic designs and contradictory messages unseen is unsold. Merchandising methods self-serve sales clerks pegboard display shelf display mail order vending machine door to door warehouse outlets department stores specialty stores inspection before purchase Merchandising change From the second-choice economy option to better price. Merchandisers--- UPC codes and computers Power in the hands of retailers tell suppliers what is needed6PPPCPP?P)PJPdC=CC*,V0Fundamental MessagesB#the most important first item of understanding that must be delivered in a flash is : What is this? customer needs information to make a purchasing decision. With 100 options clamoring for the customer s attention, the customer will want to know What is it going to do for me? A last factor that may contribute to the purchase decision is the answer to the question; Who guarantees that? company or brand name may influence the purchase decision Designers use these messages in various proportions, depending on the nature of the product.IZIC.,V0Fundamental Messages$1. What is this? (the chords of familiarity) --- instantly recognize Direct common names are the most familiar Appropriate with new products.) Brand names become synonymous with the product 2. The second message What is it going to do for me? (the point of difference). recognize the benefit or virtue of the product. In a choice of 12 different kinds of rice, the chord of familiarity is "rice." The points of difference that characterize them might be instant rice long-grain rice wild rice Cajun-style rice rice and tomato free recipe book with this rice win a trip to Florida rice famous person eats this rice PP)PCCC+CC+4N0Equity and Brand Names Z#1. Equity products have graphic elements or icons easily identified Company name, brand name, symbol, typographic style, color or color pattern, or any combination of these. Kellogg's; Coca-Cola's bottle shape and can color pattern; Campbell's Soup's red-and-white can label, the Heinz "tombstone" logo; McDonald's golden arches Equity is built by establishing a reputation for consistently good product and service over a long time period. Icons are highly recognizable symbols that have major motivational impacts on a consumer's purchasing decision. Icons with high equity are always carried on new product lines in order to immediately establish the heritage and trust. b P:PP CCC|C/0N0Equity and Brand Names$~2. Brand names a great deal of equity; an invaluable purchase motivator. Anacin, Ajax, Kraft, Oreos, Maxwell House, Marlboro, Tide, Band-Aid, Tylenol, Budweiser, Michelob, Realemon, Elmer's, Drano, Bufferin, Cheerios, Kleenex, Kotex, Heinz, Perrier, Quaker Oats, and Schweppes. Established brand names are valued possessions Great care to protect trademarks or copyrights Good brand names describe the virtue of the product or invoke some image Greese - off (a dishwashing product) I Hate Peas (French fries made from peas) Gorilla Balls (vitamin-enriched malt balls for athletes) Fluff-off (static cling eliminator) Brand names for new products can succeed only if the name is promoted by a substantial advertising and promotional campaign Cost of a new brand name(P;PP/P7P[PP|PPCC C;CC CCCCCCC>"p04mQ. Graphic Design Basics basic design elements of a package : 1. Shape The actual package outline, illustration, or body of text. 2. Size How large or small the object or design is 3. Color Attract attention ;affects package ; add expense 4. Texture Perceived or real smoothness or roughness The sense of touch; the differente materials Using graphic patterns or textured substrates 5. Tone The lightness or darkness 6. Line Straight or curved, heavy or light, rough or smooth, continuous or broken; create different feelings: horizontal: calm vertical: dignity diagonal: vitality curved: grace 7. Icons Convey meanings or messages; alsohave equity. Design principles :Organize design elements into balance and unity Apply to each element and to the design as a whole A composition is a specific arrangement of design elements. ~xPGPP"CCvCYCCC,x !1N. Typography bsans serif fonts are preferred. (Serifs are the small, decorative extensions at the ends of a letter s line). Serif fonts have fine lines that tend to fill during printing, particularly with reversed-out printing of text. (Figure 10.1, right side) A larger font size could overcome this problem somewhat. 22C3!N. TypographyDecorative fonts to project a certain character or mood. Script fonts, for example, may be considered as feminine or romantic and are popular for personal care products. Elaborate script fonts can be difficult to read; relatively simple script designs in a larger size are preferred. Figure 10.2 shows a number of type treatments designed to convey a message beyond the actual textual messageC2 N. Typography0Considerations of typography for a package: Match the persona of the package and product Must be readable from the normal observer distance at the point of recognition Population contains people who are functionally illiterate and who should wear eyeglasses when shopping but don't. Be cautious of reversed-out type or increase its size and select fonts with wide strokes. Avoid using text over illustrations or color areas& Avoid long stretches of small type. Uppercase letters doesn t necessarily make a message easier to read. In some cases typography is determined by regulations. Text and illustrations in joints or seams may be difficult to register. 8-PlP+CnC* 0*(  x  c $D48c  r  S 58pP   H  0޽h ? fffff80___PPT10.wУ0rSU ? /U=3xOh+'0| px   $PowerPoint PresentationoweoweTOADPoi93DMicrosoft PowerPointon@ೃw@@@`(PGNg  N  y-- @ !y--'f--N%%$$%%' ( * , . U W X Z\]^^^^^^]\ZXWU.,*('%%$$$--'-- @ !}--f-- $!!--'ff--,$"%(+.1357788--'--%55--'@"Verdana-. 2 #Lesson ."SystemD-@"Verdana-.  2 #10.-@"Verdana-. 02 #&Graphic Design in Packaging.--.  2 1 .-@"Arial-.  2 1(10.--.  2 10.--. 2 19װеƽ.-@Wingdings-. ff 2 =l.-@Times New Roman-. 2 = Introduction.-@Wingdings-. ff 2 Cl.-@Times New Roman-. 62 CDemographic and Psychographics .-@Wingdings-. ff 2 Hl.-@Times New Roman-. *2 HThe Retail Environment .-@Wingdings-. ff 2 Ml.-@Times New Roman-. %2 MFundamental Messages.-@Wingdings-. ff 2 Sl.-@Times New Roman-. 2 SEquity and Names.-@Wingdings-. ff 2 Xl.-@Times New Roman-. '2 XGraphic Design Basicst.-@Wingdings-. ff 2 ]l.-@Times New Roman-. 2 ] Typography.-