Influence of Product Packaging on Consumers

yield of Product Packaging on ConsumersThe manner and importance of Packaging purpose in Terms of Practical Business and Shipping Con perspectiverations as healthy as in the Marke raiseg and Consumer Context with Respect to Design, Construction and field.Chapter 1 Introduction The concept of harvesting packet boat a broad with design represents an mis braggy that to viandsstuff integritys item to consumers entails an meeting that they start out choices and the internality idea in implementing the former represents s com missionary stationing that choice to cardinals concomitant brand. Product package, in m whizztary value of gentleman history and refining, is a comparatively recent concept in that the early tribal and village cultures caught and consumed sustenance where it was located, moving frequently to avail themselves of game and growing produce (Berger, 2002). The self-importance contained and self sufficiency spirit of this type of existence created little changeality to stock, transport or package items as they were consumed almost instantly. Containers of that period consisted of leaves, shells and gourds which subsequent gave way to materials that were of natural origin, such(prenominal) as carnal organs, containers occupy of twine grasses and logs that were hollowed (Berger, 2002). As humankind progressed, gathered into larger villages and what could be termed towns the increase nature of c each(prenominal)ing included foragestuffs as an item of trade. Trading marts sold non only woven materials and fashioned implements, but were a location where hunters and farmers brought items to market to be sold.The earliest example of pottery and ear past containers has been traced back to the paleolithic period around the 11th millennium where samples were establish in the Nipponese islands (Wikipedia, 2005). The initial physical exertions with enjoy to food and former(a) harvest-tides was the raft or quite a little wargonhousing of grains, jewels, and weapons such as arrows and former(a) items, with this evolving into farmers and merchants devising soakeds to invoice amounts and weigh items to sell to dealers and acquirers on an equal basis. The teaching of a coherent surface for vary containers which held differing amounts provided a quick and consistent measurement via which merchants could relatively quickly dispense varied amounts in uniform measurements and as commerce grew, crude incase was utilise to (Berger, 2002)Hold circumstantial amounts of products that helped to define the size or amount that would be purchased by consumers.Protect products from creation colly as strong as from varied forms of environsal damages such as rain, dust, etc. and to help to limit or prevent theft. tending in the transport of products as easy as storage and movement.And newlyr(prenominal) to provide a means of identification which evolved into the example of designs and markings tha t made irresistible display additions.1.1 Types of Packaging There argon varied types of box which have been employed through and through the ages as the alterations and discoveries in other fields squeeze upon this argona. As a impart packaging categories faeces be shargond out into the following segmentsFlexibleThis is comprised of material that easily bends and conforms to the contents, and in the wooing of new font packaging consists of containers that condition sugar, potato chips and the varied packages that we put on to gravel items into for carting home from the market. The consumption of cloth, leaves and woven grasses f broad(a)lys into this category and represents approximately of the earliest forms of packaging practice. Flexible packaging is termed beginning-reduced, which means that it adds and or has the to the lowest degree amount of material when compared with other packaging types that could be utilized, thence adding borderline burden (Integ rated Waste Management Board, 2005). The advantage is also that flexible packaging is easily discarded later character.Flexible packaging use on a commercially wide ordered series basis has been traced back to the Chinese in the first or second vitamin C BC, who utilized sheets of mulberry bark that was treated as a wrapping for foods (Logan City Council, 2005). The Chinese refined and further developed packaging techniques in the ensuing centuries as a impart of innovations in the art of making nipic and as the knowledge of melodic thememaking spread across continents as a result of exploration and trade, it made its way through Asia and eventually atomic number 63. Papermaking was first introduced in England in 1310 and arrived in the join narrates in 1690, when it was introduced to Germantown, Pennsylvania (infoplease.com. 2005). Paper then consisted of a thin sheet of cellulose and its early tuition comprised cellulose fibers that were derived from flax, which is the alike plant that is utilized to make fibers for linen. The early demand for subject actually created a office whereby old linen rags were utilized as a fiber source in its making. It was non until 1867 that making paper from forest pulp, the affect we ordinarily are long-familiar with, came into use (Berger, 2002). The plentiful and inexpensive nature of this return source resulted in its becoming the primary source of papermaking and permitted the utilization of paper based products to be utilise in various manners. As wood pulp replaced cloth, the use of paper became widespread as the price to even off it rapidly decreased.The first important development in packaging came with the street cornerstone of paper bags in 1844 when this was introduced in Bristol, England. Francis Wolle in the United States invented a shape in 1852 that made paper bags and this made the use of this type of packaging to become one of the primary sources of that meter (TheGreatIdeaFinder.co m). Developments on these lines continued in the 1870s as glue was utilized to make paper exonerates, along with the introduction of the gusset design which is the construction system we are familiar with like a shot. Further advancements included the invention of machinery that produced what is termed as in-line printed paper bags which attended in marketing and merchandising differentiation. The development of the glued paper sack enabled the electrical switch of the much(prenominal) than than expensive cotton flour sack, and eventually the creation of multi-walled paper sacks permitted this material to replace cloth when the method to sew multi-walled paper sack ends was invented in 1925.The development of plastics as a packaging material came into being in the early 1970s and as a result of its umpteen forms, it occupies the flexible, semi-flexible and rigid categories along with paper.Semi-flexibleThe utilization of paper based packaging as a material took a further step with the development of paperboard, which we understand in todays context as the type of paper utilized in cereal packaging. This innovation was first produced in the United Kingdom in 1817, which is approximately two hundred years after the Chinese invented this plow (Logan City Council, 2005). Corrugated paper, which is a nonher form of composition board or paperboard, first appeared in the 1850s. This method entails utilizing then sheets of paperboard which are processed into a wave shape for supererogatory rigidity and then these sheets are placed between two flat paperboard sheets (paperonline.com, 2005). The method provides for added strength as closely up as light weight, the earlier along with the inexpensive nature of the material makes it particularly soundly suited to merchant vessels as rise as for storage use.During the early 1900s the preferent method of shipping m any(prenominal) products was in wooden crates, which added considerable weight as well u p as the initial terms to produce, but they are prized for their durability (paperonline.com, 2005. The counterbalancers of these crates impute up a valiant battle to detain the utilization of cardboard crates made of corrugated paperboard, and after considerable judicial proceeding the paper based carton was introduced. Today, these crates are called C-flute corrugated paperboard cartons ( lettuce State University, 2005) and represent the major shipping container in utilization. In reality, the development of what is termed flaked cereals hastened the utilization of paper based cartons. The Kellogg Company located in Battle Creek, Michigan in the United States was the first company to utilize cartons for cereal. The product started as a health food for sanatorium patients that soon caught favor with the content and the Kellogg Company took their product mass market. The packaging originally consisted of a stir up smashed bag of Waxtite that covered the outside of the box. This outer wrapper contained the Kellogg take as well as advertise printing (Kelloggs.com. 2005). Todays cereal boxes utilize a wax type inner container to hold the product with the outside paperboard carton as the sturdier material. This outer box contains the brand identification and advertising copy.The paperboard containers as well as other forms of paper based packaging gained popularity with consumers as a result of their light weight, markings and ease of storage. On the business side of the ledger, the low cost and ability to create a purposeful differentiation from other products helped to found the packaging design revolution which is prevalent e trulywhere we look. The continued development of plastics saw this material introduced as a packaging item during the late 1970s as it began to replace paper utilization in varied packaging in sides (British Plastics Federation, 2005). The relative strength to weight ratio of plastics as well as its ability to be easily molded into any likely shape as well as color combinations that designers wanted provided marketers with measureless variables to create differences. At first, plastic packaging as we know it today did not immediately land on store and counter shelves, the utilization of shapes, colors, and unique packaging concepts evolved as is the case with any innovation. The manufacturing advantage of plastics in addition to the aforementioned benefits is also a factor of its weight to contents ratio which significantly decreases shipping costs. Plastics, as with few types of paper, occupy all three classifications, flexible, semi flexible as well as rigid, depending upon the method utilized. inexorableThe first rigid material utilized in product packaging, as mentioned, was earthen pottery and this was primarily utilized as a storage and measuring device kinda than for the packaging of products. Glass and surface containers, in terms of their utilization in packaging, although not in our moder n mass merchandising format, came into use in 1500 BC and 1200 AD singly ( sparkleronline.com).The art of glass making first began as an alternative to pottery in 7000 BC, yet it did not become industrialized until 1500 BC when the Egyptians mass produced it. The materials required for the conceptualisation of glass, soda, limestone, sand and silica, were plentiful in the Egyptian sphere (glassonline.com). The basic process of melting the indicated materials and molding them turn heated has changed rattling little through the ages, how constantly, the techniques unioning molding have progressed. At first, the molding process consisted of pressing the hot molten material into cups and bowls. The invention of the blowpipe by the Phoenicians around 300 BC advanced production dramatically and permitted the formulation of round containers which enabled food to be stored as well as transported (glassonline.com).It was not until the late 17th century, when the split mold was invented that the use of glass containers became more suitable as a packaging item on a large scale as it enabled the formation of shapes that were irregular as well as decorative designs that were raised. The precedent permitted placing the manufacturer as well as the name of the product onto containers thus providing marketing identification. Improvements in manufacturing processes during the late eighteenth and early 19th centuries reduced the cost of manufacturing glass containers through increased production techniques and other refinements thus making them economical in terms of utilization for mass consumer marketing whereas they were heretofore mostly utilized as vessels in shops and for mettlesomeer end product sales such as drugs and other expensive mixtures (glassonline.com). The preceding was a result of Owens invention of the automated rotary feeding bottle machine, which was patent in 1889 (glassonline.com). From that point on, until the late 1960s, glass dominated the co ntainer market for liquid based product, later replaced by plastics and surface paperboard containers, such as used in milk, juice and other formats. The preceding developments in plastics and paper based liquid containers once over again relegated glass back to utilization for high end products as a result of its higher weight ratio, relative fragile nature and high cost relative to other materials (glassonline.com).Tin plating samples were discovered in the Bohemia region of atomic number 63 that date back to 1200 AD, and samples of iron coated tin cans were discovered in Bavaria dating back to the early 14th century (Kratzsch. 1999). Tin was utilized as it can be plated in very thin layers over other metals, such as iron. In antique times, cups, plates and eating implements for royalty and boxes were made of gold and silver. The tin plating process was held as a closely guarded secret by Bavaria until it was stolen by the Duke of Saxony in the late 1600s and thus the method fo und its way to France and England by the early 1900s (Kratzsch. 1999).. The process of tin plating was brought to the United States in the early 1900s by William Underwood and very quickly, it replaced iron in the manufacture of many items as a result of its light weight, low cost and higher rigidity (Maine Preservation.com, 2005). The first utilization of tin for food packaging came as a result of an offer proffered by Napoleon nap in 1809 who was feelking a means to feed his troops (hyperhistory.com, 2005). Until that time, metal was considered poisonous in terms of using it for food storage. A capital of France chef, Nicholas Appert, discovered that tin was not poisonous, nor did it affect the taste of food stored in it as long as the food had been boiled and then sealed into the container (hyperhistory.com, 2005). This was development was followed in 1810 by the creation of the tin cylindrical can, patented by Peter Durand of the United Kingdom (Cookery-Online.com, 2005). Unti l this time, metal was utilized to store and sell tobacco products, which had begun as early as 1764 in London.The stripping of tins applicability for long term food storage in varied sized containers found its way to its use for cookies and matches in the early 1830s (Cookery-Online.com, 2005). At this point, its utilization on a mass scale for food storage had not taken off as a result of the relatively high cost as cans were lead soldered on a hand made basis with a hole of 1 inches at the altitude which was utilized to squeeze the food through. Then a small patch with an air hole was left and the food wrong was boiled and the patch then closed (hyperhistory.com, 2005). The process was lengthy and command mass production as approximately sixty cans could be so completed in this manner. The development of the aluminum can took off in earnest in 1852, with prices declining at a steady rate until 1942. atomic number 13 gradually replaced tin cans utilized in food storage appli cations. Rigid containers can be fashioned from paper based products, plastic, glass, as well as metals, and all have and do have their place in the modern forms of packaging, design and marketing.Chapter 2 Importance of Packaging The advance of civilization from a tribal based existence is due to humanitys consistent innovation and adaptation to find new methods of feeding, clothing and conducting commerce. The development of new packaging techniques and innovations have been innovated through the ages as a result of the aforementioned, as well as the vision of individuals who saw withdraws, voids and opportunities to be filled. Without our modern forms of plastic, metal, paper, cardboard and glass containers, carton and other packaging types, civilization could not exist. Taking the preceding past the simplistic need variable, the existence of all these differing forms of containers has spurred a climate of competition which benefits mankind in that consistently newer and check methods are being devised to create products, convenience, longevity, lower costs and develop new products.And while food packaging has formed the primary undertone of the examples thus far provided, the evolution of packaging has also made possible our modern solid ground of commerce which provides medicines, all manner of processed as well as unprocessed foods, perfumes, smoking products, health and beauty aids, clothing, furnishings, fixtures, and whatever you see have either been delivered by, packaged in or still sojourn in one of the three packaging classifications of flexible, semi-flexible or rigid containers. Those television receiver programs we watch would not be possible save for the adept and time-tested containers T.V sets are shipped in, and even the design and outside container holding the picture vacuum supply or high definition contents is a packaging part distinctive to its brand. The toothpaste, toothbrush, soap, body powder and other articles found in o nes bathroom are in containers or packaging made possible by advances in plastics, paper and metal components as well as compositions. Life as we know it would not be the same without our potato chips, coffee, tea, bread, eggs, meats, vegetables, fruits and the like all which were either processed or put into containers made from paper based products, plastics, metal or glass. The anterior represents the broader societal aspects concerning the importance of packaging in general terms. More specifically, the processes and allied aspects of packaging in terms of marketing, mass distribution, superior of life, benefits to mankind, truth in advertising and contents, along with environmental factors are the broader considerations which shall be broached, along with other aspects.In terms of marketing and differentiating ones product from other competing brands, packaging does indeed matter. The look, style, colors, shape and other sustains help to distinguish ones brand from others th us enabling consumers who are used to or sample to purchase a brand to locate it easily (Sheffield, 2003). In a world crammed full of like product types, a unique bottle design or unusual box could very well be the reason a consumer elects to purchase a product for the first time (Sheffield, 2003). Thereafter, the products fulfillment of its promise in terms of taste, performance, features, durability, usability or other factors helps by and large to determine is continued selection by consumers. But, in order for the second equation to take place, the first one must occur (Sheffield, 2003). This however was not always the case. Recent innovations in plastics and formulation techniques have driven go across the costs of manufacturing unique shapes and designs, some of which are of ergonomic benefit, convenience, usability, or simply for eye solicitation.An example of the preceding can be found in Nestls new strong-armer bag introduced for its Purina Dog Chow line. The company re placed its prior multi-wall paper package a woven polypropylene material (findarticles.com, 2004) that resists tears from fork lifts and consumer use, has an improve appearance on selling selves and offers an easier to utilize opening technique that is more convenient helped to increase store sales as a result. The foregoing is in light of the fact that the packages contents remain unchanged. Other innovations by the same company includes an improved Nesquick syrup bottle that is easier to hold and capture for kid sized hands, offered an improved shelf look and the open top left less of a syrup mess through the use of an inverted bottle that featured a no drip cap. The innovation helped Nesquick to increase sales to the consumer market while not making any changes to the actual product itself (findarticles.com, 2004). The company claimed that since the introduction of the new container its syrup sales rose 15% over the same fiscal period one year prior and that the company gained 2.6 points in market share points (findarticles.com, 2004). The foregoing points out the importance of packaging in offering new ideas, convenience, usability and authority to consumers that can aid in driving sales. The preceding is an example of get defining form.Another example of the preceding is the introduction of ring-pull pop top cans. We now take this innovation for granted all but forgetting how we ever opened soda cans in the past by pushing down on a perforated opening that usually found us spilling some soda in the process. Since the introduction of this new opening feature ring-pull pop top cans now comprise one-third of the soda can market and it is expected to increase to two-thirds by the year 2008 (Gubero, 2005) The importance of wadding in its purest sense means that it fulfills the objective of utilizing a minimum of resources and risky to accomplish its object of delivering its contents to the end user in safe manner whereby the contents arrive as intended. It must be remembered that our entire way of life is held together by the innovative means that we utilize to wrap, protect, ship, store and market all types of products. The foregoing is made even more dramatic by the following (Pongracz, 1998)Food packaging conserves decayable items from spoiling early and thus in the long run extents the multipurpose life of foods which for all intents and purposes could not be brought to market for the millions of global urban dwellers to utilize and enjoy.Packaging in general enables us to improve the quality of life by manufacturing items which can be essentially transported to any corner of the globe, be it food, cosmetics, medicines, appliances, furnishings, electronics, etc.The increased urbanization of the globe is placing an ever increase reliance on packaging as a means to support this explosion. The facts are that (Pongracz, 1998)150,000 individuals are added to the current urban population totals each day.35 years ago only one-thir d of the earths population lived in citiesIt is predicted that by 2025 two-thirds of the global population give be active in urban locales.The preceding translates into the fact that in 2025 more individuals will be living in cities than the entire population of earth salutary ten years hence.By 2015 there will be a total of 33 mega cities, each with a population count in surfeit of 8 million each, and over 500 cities with populations in excess of 1 million.The preceding population aspects dramatize the extent to which packaging plays in our daily lives and how it has influenced our mode of living. The indicated figures are made even more meaningful when one considers that Tokyo is a city of 27 plus million, and that Sao Paulo in Brazil has a population in excess of 16.4 million.Food packaging, as an example, economically utilizes resources that if prepared in another manner would result in massive be adrift. The processing and packaging of food permits the residues to be utili zed as either feed for animals, food by products or fuel. It is estimated that food waste in under developed countries is between 20% to 50% as a result of either poor packaging and or forwardness methods, and or the absence of packaging altogether. The foregoing becomes dramatic when compared against Europe where food wastage is approximately 2 to 3 % (Pongracz, 1998). The fact is we must increase our efforts at conservation as efficiencies not only in foods, but in all aspects of resources. It has been estimated that for each one percent increase in the utilization of food packaging, the resultant waste decreases by approximately 1.6% (Pongracz, 1998).2.1 Packaging Content The ramifications of packaging encompass those desiring to have their products purchased, with those who are the objects of this activity and governmental statute that is empowered to act in the best interest of society. This triumvirate represents the real world factors which companies must consider if they d esire to be successful in their long term interests. The dichotomy that exists as a result of the foregoing is as followsBusinessThe companies that manufacture products must be mindful of the ramifications of end use from not only a consumer and governmental perspective, but also in terms of competitor activities and their introduction of continued new, improved and innovative products. This acting field however is fraught with aspects that create a marketing environment that has resulted in increased rounds of governmental law. The FTC states (Vitamin Lawyer, 2005) Advertising claims based solely on traditional use should be presented carefully to avoid the implication that the product has been scientifically evaluated for efficacy.The purpose of the Food and medicine Administration is (U.S. Food and Drug Administration, 2005) protecting the public health by assuring the safety, efficacy, and security of human and veterinary surgeon drugs, biological products, medical devices, o ur nations food supply, cosmetics, and products that cast radiation.This broad mandate stretches far beyond the actual words used to comprise the agencys title, Food and Drug Administration. The FDAs mission statement goes on to add that is also assumes responsibility to advance the health of citizens in the United States by support to speed innovations that make medicines and foods more effective (U.S. Food and Drug Administration, 2005), as well as helping the public to get the accurate, science based nurture they need with respect to the utilization of medicines along with foods for the purpose of improving their health.The counterpart of the FDA in Europe is the Food and Veterinary Office (FVO), and it is responsible for ensuring that Community (EU) legislation on food safety, animal health, plant health and animal welfare is flop implemented and enforced. (Food and Veterinary Office, 2005) The Food and Veterinary Office fulfills its mission through the promotion of effec tive systems of control with respect to food safety as well as quality in the animal, plant and health sectors along with maintaining compliance of the European center food safety and quality, plant and animal legislation concerning health for countries within the European Union as well as those exporting to the EU.Labeling and nutrition governance within the European Union consists of specific rules, guidelines and regulations for the labeling of food items to permit consumers to have comprehensive information with regard to the composition as well as contents of the products they purchase and to aid them in making informed choices. A recent change in the legislation in this area is the abolishment of the 25% rule that indicated it was not mandatory to list on labels the components of ingredients which were less than 25% of the final food total. This means that all ingredients must be listed and included as well as those which might cause allergies or intolerances(Food and Veteri nary Office, 2005). The Food and Veterinary Office aim is to ensure that the consumer gets all of the essential information as regards the composition of the product (Food and Veterinary Office, 2005) along with the manufacturer and the methods utilized in storage and its preparation. The companies producing these items are free to provide whatever additional information (Food and Veterinary Office, 2005) they so desire as long as verbalise additional information is not misleading and is accurate.The preceding means that companies are supposed to tell the truth about their packaging contents as required by the foregoing statements. Similar rules, regulations and guidelines can also be found for other countries throughout the world in varying degrees of specifics and governance, depending upon the laws in place. Unfortunately, companies do find means via which to bend, stretch and slightly circumvent these rules and regulations which fundamentally keeps them within the letter of the law, but introduces elements of confusion or uncertainty. Some examples of the preceding are illustrated by what is termed genetically modified organism or GMO. A genetically modified organism is one where the generic material has been changed utilizing techniques that are generally known as recombinant DNA technology (wikipedia, 2005). The foregoing enables the unite of DNA molecules from differing sources into one molecule in a test tube situation.The controversy that exists in this instance is that some groups see this as step in in nature. Their views are in spite of the many benefits that have resulted throughout history from such scientific utilizations. Some consumer groups would prefer GMO be banned, while others want it stated as required labeling. On the international side there is no clear consensus with respect to the acceptability of GMO. The United States stance on this issue remains neutral while in Europe the position is that GMO has not proven to be safe, thus it is banned from significance or domestic manufacture (wikipedia, 2005). The preceding has led to some specific cases of misuse in the United States as cited by an FDA order to some(prenominal) food manufacturers to cease from indicating that their food products were GM free (Food Chemical News, 2001). The labeling practice that the U.S. Food and Drug Administration found to be misleading is that these companies were giving the misleading impression that their food products were safer than products made with GMO ingredients.ConsumerFaced with a embarrassment of purchasing possibilities in all manner of products, from food items to electronics, vehicles, clothing, toys, furniture and other areas, consumers are barraged with all manner of subtle advertising and copy tricks to stock them from one brand to another. Faced with these realities, companies employ subtle copy tricks to appeal to consumer sensibilities, as even a small difference can make a favorable increase in registe r sales. That image of a real strawberry on your favorite cereal package is not what is contained in the box, nor is the bread that states it is made from real wheat flour which is bastioned with vitamins and minerals that build strong bodies in 12 ways(Crawford, 2004). In fact, the additional information contained on labels as a result of governmental regulation might actually be helping companies to promote their hype as few consumers actually read this information which is a part of everything they buy (Crawford, 2004). The amazing graphics, colors and packaging utilized for containers often convinces consumers to purchase it, rather than what is actually inside. The prior examples of Nesquicks new syrup bottle, and Purinas new woven container are illustrations of this point.An example of copy innuendo is reduced fat. Katherine Tallmadge, the national U.S. spokesperson for the American Dietetic Association, explains that Reduced fat does not mean low-fat (Crawford, 2004). Tall madge (Crawford, 2004) goes onto explain that whole milk is comprised of four percent (4%) fat, thus a measurement of two percent (2%) of milk still contains five (5) grams of fat in each serving, thereby one is still getting twoscore five (45) out of a total of one hundred and cardinal (120) calories which is fat. Tallmadge indicates that if one is seeking low fat then this means to purchase skim milk. The foregoing points out the detailed and precise information consumers need to have to read through the mountains of da