包装技术基础课件之二(英文)

Jun-04,

November04,Lesson

7Plastic

in

Packaging第7课塑料在包装中的应用November

04,What

elements

are

in

the

molecule?What

size

(molecular

weight)

is

the

molecule?Is

the

molecule

polar

or

non-polar?What

shape

is

the

molecule?What

is

its

thermal

history?What

is

its

mechanical

history?Polymer

Properties

Depend

On:Dec-02,Jan-03,Howshrinkplasticsaremade.UniaxialshrinkisusedforTEclosurebandsandlabelstock.Biaxialisusedmorefortightwrapsonboxes.DifferentialshrinkmaterialcanbemadeforapplicationsthatrequiredifferentshrinkratesinMDandCD.Deformation

and

Thermal

HistoryRoom

temperature

deformation

is

permanent.Plastics

stretched

at

about

Tg

and

cooledslowly

are

heat

stable.Plastics

stretched

at

about

Tg

and

cooled

quicklyhave

“memory”

and

will

shrink

if

reheated.Jan-03,Plasticating

ExtruderFig.10.2Jan-03,Cast

Film

and

Sheet

ExtrusionFig.10.4Jan-03,Three-Layer

CoextrusionFig.10.9Jan-03,This

would

be

an

unoriented

materialExtrusion

Cast

Film

Line

LayoutFig.10.5Jan-03,Machine

Direction

OrientationFig.10.8Jan-03,While

most

people

refer

to

MD

and

CD,

some

plastic

people

call

it

TD

(transverse

direction)Cross

Direction

OrientationFig.10.8Oct.02,Blown-film

Die

Cross-SectionFig.10.6The

die

is

often

rotated

to

prevent

gauge

bandsJan-03,This

isacut-away

of

a

three

layer

coextrusion

die.The

point

where

the

three

layers

come

together

can

be

clearly

seen.Three-layer

Extrusion

Blow

MoldCut-away

viewmaterial

1material

2material

3film

bubbleJan-03,Bubblediametersanbe9feetandmore.Thelargerthebubblethehigherthecollapsingframe.Largebubblesrequirea4-storybuilding.BlownFilmLine

With

SlitterFig.10.7Jan-03,August04,Thisishighdensitypolyethylenebeingblownintoabubble.ThefreezelinewherethePEcrystallizesandbecomestranslucentclaritycanbeclearlyseen.Blown

Film

Line

Showing

Die

&

BubbleDec-02,Injection

Molding

ExtrudersFig.10.10Dec-02,Aninjectionmoldingmachineisratedbyitsavailableclampingtonnage.A200tonmachineisabletoexert200tonsofforcetoholdamoldclosedduringtheinjectioncycle.Injection

Molding

MachineExtruderbarrelFeedhopperMoldlocationExtruders

are

sized

by

their

clamping

capacityDec-02,Three-Plate

Injection

MoldFig.10.12Dec-02,

Apr-03,Three-Plate

Injection

MoldJan-03,November04,Notethatthedistancefromthespruetoeachmoldcavityisexactlythesame.Thedeodorantcaseisverythickplasticandisdoublegated.Parts

With

Attached

Runners9The

distance

between

thesprue

and

the

gate

must

beexactly

the

same

for

everycavityDec-02,Sinkmarksarefoundmostreadilyontheskirtofalargethreadedclosureandonsomeflip-topclosuresoppositethesealingpinandinteriorsupportribs.Icarryahandfulofclosuresasvisualaids.Plastic

Shrinkage

and

Sink

MarksFig.10.16Most

commonly

can

be

seen

opposite

closure

threadsSink

marks

over

cup

flange

support

ribs

can

causesealing

problemsFeb.02,Dec-02,Undercutsrequiremoldswithmoldpartsthatmustbemovedbeforethepartcanbeextracted.Thisincreasesmoldcostsignificantly.MoldingUndercutsFig.10.15Injection

Molding

UndercutsOct.02,Feb-03,Bottle-Making

TerminologyFinish:

That

part

of

a

bottle

or

jar

that

acceptsthe

closureParison:

An

initial

shape

that

will

be

expanded

into

abottle

or

jar

in

a

second

stepPreform:

Describes

the

parison

when

using

injectionblow-moldingMoyle:

The

pinch-off

trim

piece

from

an

extrusionblow-molded

bottleDec-02,Extrusion

Blow

MoldFig.10.20Feb-03,Themoldbodyisaluminum,theinserts(1&3)aretoolsteel.Thecut-offinsertwearsandcanbesharpenedandorreplaced.Theneck-ringcanbechangedtoaccommodatedifferentfinishesonthesamebottleform.Extrusion

Blow

MoldR1.Neck-ring

insertCooling

water

portsCut-off

insert123132Dec-02,Most

current

EBM

processes

will

mold

two,

three

and

sometimes

four

bottles

atatime.Extrusion

Blow

Molding

(EBM)Fig.10.18Dec-02,

Jan-04,

Mar-04,Injection-Blow

Molding

MachineDec-02,Thetrimpartsarenormallyregroundandreturnedtotheextruder.(Thisisnotallowedforsomepharmaceuticalcontainers).Thepinch-offtrimisalsoknownasthemoyle.Untrimmed

EBM

PP

BottleR3.Tailorpinch-offtrim1.Finishtrim2.Handleknock-out123Dec-02,Plasticwillbethinnestinthosepartsofthebottlethatarethelasttotouchthecoldmoldsurfaces.Thesharpnessbasecurveusuallymakesthethemostproblematicpart.Asquare-shoulderedbottlewouldhavesimilarthinning.ParisonExpansion

&

Wall

ThicknessFigure

10.24Dec-02,Fig.10.22Parisons

and

Bottle

Wall

ThicknessDec-02,Parison

programmers

will

control

parisonwall

thickness

at

24

to

48

points.Programmable

ParisonsFig.10.23Feb-03,Bottle1usesregrindandareducedamountofcolorintheinnerlayer.Bottle2ispigmentedwitharelativelyexpensivepearlescentpigment.Costisreducedbyusingthepigmentedpolyethyleneonlyfortheoutsideskin.Bottle3isforapharmaceuticalproductthatisverysensitivetoUVlight.ThecenterblacklayerisaheavilycarbonpigmentedUVblocker.Examples

of

Coextruded

Bottles1&2Reducedpigmentoninnerlayer3ThreelayerbottlewithU.V.barriercentrallayer1

2

3RDec-02,Injection-Blow

Molding

(IBM)Fig.10.23Dec-02,

Jan-04,Injection-Blow

Molding

MachineFig.10.27Dec-02,

Jan-04,Injection-Blow

Molding

MachineIBM

Preforms

and

ContainerRDec-02,Injection-Stretch

Blow

Molding

(ISBM)Fig.10.28ISBM

Preforms

and

Soda

BottlesRFeb-03,BeforeIshowthisPowerPoint,Iasktheclassabout“whatpropertydoIgiveaplasticwhenIheatittoaboutglasstransitiontemperature,stretchit,andchillitquickly.Amorphousmoleculararrangementyes,butmoreimportant,thisishowwemakeashrinkplastic.Thebottleontherighthashadboilinghotwaterpouredintoit.Ithastriedtoreturntoitspreformsize,losingalmosthalfofitsoriginalvolume.TheunorientedPETinthefinishhascrystallizedandturnedwhite.Iusethisasanexamplethateverymoldedparthasathermalandmechanicalhistoryandthatsometimesthiscanleadtoundesirablecharacteristicsbeingautomaticallyincorporatedintothepart.Properties

Imposed

by

MoldingRDec-02,IBMhandlewarehasbeendone,butI’veneverseenitcommercially.EBMisusedtomake55gallon(200litre)drums.EBM

and

IBM

Comparedtoolingone

mold

settwo

mold

setsmold

cavitiescommonly

2

or

312

and

more

possiblesecondary

operationstrim

and

regrindno

trim

or

regrindfinish

tolerancesacceptableprecisionunique

finish

designslimitedpossiblehandlewarecommoncomplexthin-wall

containersyesnocomplex

multi-layersyesdifficultlarge

containersyes

(e.g.

drums)limitedbase

designrequires

pinch-offno

pinch-offFeatureExtrusion

B.M.Injection

B.M.Table10.2October

04,

November

04,Lesson

8Flexible

Packaging

Laminates第8课软包装复合材料Jan-03,Plasticating

ExtruderFig.10.2Jan-03,Cast

Film

and

Sheet

ExtrusionFig.10.4Jan-03,Three-Layer

CoextrusionFig.10.9Jan-03,This

would

be

an

unoriented

materialExtrusion

Cast

Film

Line

LayoutFig.10.5Jan-03,Machine

Direction

OrientationFig.10.8Jan-03,While

most

people

refer

to

MD

and

CD,

some

plastic

people

call

it

TD

(transverse

direction)Cross

Direction

OrientationFig.10.8Oct.02,Blown-film

Die

Cross-SectionFig.10.6Jan-03,This

isacut-away

of

a

three

layer

coextrusion

die.The

point

where

the

three

layers

come

together

can

be

clearly

seen.Three-layer

Extrusion

Blow

MoldCut-away

viewmaterial

1material

2material

3film

bubbleJan-03,Bubblediametersanbe9feetandmore.Thelargerthebubblethehigherthecollapsingframe.Largebubblesrequirea4-storybuilding.BlownFilmLine

With

SlitterFig.10.7Jan-03,August04,Thisishighdensitypolyethylenebeingblownintoabubble.ThefreezelinewherethePEcrystallizesandbecomestranslucentclaritycanbeclearlyseen.Blown

Film

Line

Showing

Die

&

BubbleFeb-03,October04,Mostfoilsusedinflexiblepackagingarelessthan0.0005inches.Exceptionsarelidstocksfortubsandtabletblister-cardbackings.Aluminum

FoilHousehold

foil

is

typically

17.5

mm

(0.0007

inches)Available

in

gauges

as

low

as

7

mm

(0.00028

inches)Pin

holing

is

present

below

12

mm

(0.0005

inches)Foil

is

susceptible

to

flex

crackingMost

foils

are

supported

with

plastic

and/or

paperUnsupported

foil

used

for

some

lid-stock

&

tabletpush-through

packagingDec-02,

November

04,Ice

creambars

are

often

wrapped

in

foil

or

metallized

plastic

to

reflect

the

sun’s

radiant

heat.Intact

foil

is

a

100%

barrier

to

all

gasesBest

deadfold

propertiesEasily

punctured

(tamper

evidence)Reflective

of

radiant

heatConductive

(induction

sealing)Decorative

appeal:

all

reflective

metallics

are

aluminuAluminum

Foil

CharacteristicsFeb-03,Foil

Packaging

ApplicationsUnsupportedfoil,non-sealablee.g.confectionandcheesewrapsUnsupportedfoil,heatsealablee.g.liddingstock,pharmaceuticaltabletbackingmaterialSupportedfoil,nonheatsealablee.g.decorativewraps,labelstockSupportedfoil,heatsealablee.g.highbarrierpouchesandsachetsliddingstock,retortpouchesFeb-03,Aluminum

Vacuum

MetallizingFig.14.1Dec-02,

November04,Provides

reflective

metallic

appearanceImproves

moisture,

aroma,

light

and

oxygen

barrierOxygen

barrier

improved:up

to

fifty

times

for

OPP,

up

to

ten

times

for

PETStatic

dissipative

applicationsOPP,

PET,

&

PA

(nylon)

most

common

packaging

filmsAluminum

Metallized

FilmWhy

Laminate?Laminate:

A

product

made

by

bonding

togethertwo

or

more

materialsThere

is

no

perfect,

universal

packaging

materialLaminates

assemble

materials

with

individuallydesirable

properties

to

create

an

optimum

materialDec-02,Mechanical

propertiestensile

strengthcoefficient

of

frictionstiffnessuse

temperaturesLaminate

Propertieselongation

formabilityBarrier

properties

as

requiredoxygen

barrierwater

vapor

barrieressential

oil

barrierlight

barrierOctober

2000,

November

04,Laminate

PropertiesSealabilitymost

flexible

packaging

is

heat

sealedmost

heat

seals

are

polyethylene

basedother

polymers

used

more

critical

applicationsAesthetic

appearanceclaritysurface

glossreflective

metallicsMay-03,DescribingPackaging

LaminateNote:Packaging

laminate

plies

are

alwayslisted

from

the

outside

to

the

insideDec-02,Gravure

CoatingFig.14.8Dec-02,Thesearesimplesinglefunctionlaminatorsbeingillustrated.Actualproductionlaminatorsmightcombinebothwetanddrybondingcapabilitiesinonelineorhaveseveraladhesiveorcoatingapplicationstations.Complexextrusionforhighproductionvolumes(suchaswouldbeneededforTertraBloclaminates)mighthave4or5extrusionlaminatingstationsinoneline.Wet

Bond

LaminatorFig.14.10Dec-02,

May-04,Adhesive

bonding

can

create

better

bonds

withmore

materials.Fig.14.11Dry

Bond

LaminatingOctober

04,

November

04,Solventless

LaminatingSolventless

laminating

uses

catalyzed

or

or

two-partreactive

adhesivesDec-02,Feb-03,May-03,MostextrusionlaminatorsusePEastheadhesivemedium.Extrusionlaminatingtakeslongertosetupthansimplyadhesivebonding,andsoismoresuitableforlongerruns.Theextrudedfilmhoweverwillbethickerandstifferthananadhesiveapplication,makingforathickerandstifferlaminate.Theextrudatecouldbepigmentedwhiteandiflaminatedtoareverseprintedclearfilmcouldeliminatetheneedforawhiteopaqueprintingplate.Greatcaremustbetakentoavoidgaugebandsonthefinishedroll.Extrusion

LaminatingFig.14.9November

04,Hot

TackThe

bond

strength

of

the

seal

while

still

hotCritical

for

most

form-fill-seal

machinesDetermines

how

quickly

product

can

be

droppedinto

a

pouchDec-02,Feb-03,May-03,Thetablehasthelowestcostandperformanceheatsealsathebottom.Asyougoupthetable,costandperformanceincreases.DuPont’sNucrelproductisacommonacidcopolymerCommon

Heat-Seal

Materialscostbond

qualityionomer(e.g.Surlyn,sealsthroughcontaminants)acidcopolymer(goodfoilbond,chemicalresistance)metallocenepolyethylene(lowtemp,fastseal)LLDPE(goodhottack,tough,widesealtemp.)PE/EVA(softfilm,lowsealtemperature)medium-densitypolyethylene(stiffer,betterbarriecastpolypropylene(standshighertemperatures)low-density

polyethyleneTable

14.5Feb-03,Sealing

Mediums

ComparedSource:M.Lutterotti,DuPontFigure14.6Dec-02,

Feb-03,Heat

Sealing

ParametersFig.14.7Dec-02,Thetypicalasepticdrinkboxsealingmediumisactuallytwolayers:PEandSurlyn.TheSurlynisneedtoformaverystrongbondtothefoil.TheSurlynlayerforluncheonmeatallowssealingthroughgreasesmears.polyethylenepoly(ethylene

terephthalate)foilsealing

mediumprinted

paperfoilsealing

mediumAseptic

boxRetort

pouchprinted

polypropylenemetallized

polypropylenesealing

mediumSnack

food

bagsaran-coated

nylonsealing

medium

(Surlyn)Luncheon

meat

trayExample

LaminationsSee

Figures

14.13

&

14.14May-03,November04,PuttingahighersofteningpointmaterialsuchasPETtotheoutsideallowsforhottersealingbartemperatureswhichinturncanincreaseheatsealingspeedonVFFSandHFFSmachines.Ontheotherhand,alapsealwouldrequireaheatsealablematerialonbothsidesofthelaminate.Forapplicationswherethefoilisbeingusedasabarrier,thefoilmustbetotheinsideofthepouch.Reflectivemetallicsasadecorativevaluearemorecommonlyachievedbywithmetallizedpaperorplastic.printed

polyethyleneEthylene-vinyl

alcoholpolyethyleneHigh

oxygen

barrieroverlacquerprinted

foilpolyethylenepoly(ethylene

terephthalate)Example

Laminationssealing

medium

(vinyl)Single-service

lidding

stockSee

Figures

14.13,

14.14(For

barrier

applicationsfoil

to

the

inside)surface

printpaperpolyethylenefoilsealing

mediumBasic

food

pouch

laminateDec-02,

November04,Laminateroll

stockHighbarrierinsertFinishedtube1Injected

molded

tipLaminated

Collapsible

Tube

ConstructionFormed

bodyClear

LDPEPrinted

white

PEpaperEAAFoilSealing

mediumDec-02,

November04,Vertical

Form-Fill-Seal

(VFFS)Fig.14.2CoF

is

critical!Oct.02,Dec-02,VFFS

Pouch

Seals

ComparedFig.14.5Fin

sealLap

SealSeals

inside

surfacesUses

more

materialDon’t

cover

UPC!Seals

outside

to

insideBoth

surfaces

needsealing

mediumUse

less

materialHorizontal

Form-Fill-Seal

(HFFS)Fig.14.3Oct.02,Dec-02,Common

HFFS

Pouch

StylesFig.14.5Three-sidesealed

pouchGusseteddesignsConventional

pouch

has

three-side

sealCan

be

made

into

various

stand-up

designsSome

stand-up

pouches

are

pre-made

in

a

separateoperationDec-02,Feb-03,Mostcondimentsachetsaremadethisway.Machinescanbe12and16stationsacross.Multi-Lane

Form-Fill-SealFig.14.4Feb-03,Stand-up

pouches

have

become

very

popular

over

the

last

few

years.Stand-Up

Pouch

ExamplesStand-Up

Pouch

ExamplesDec-02,

November04,Film

Thickness

MeasurementInch0.001inchGauge=

100

gaugeMil=

1

milMicrometre=

25

mm0.0005

inch

=

50

gauge =

1/2

mil

= 13

mmISO

metric

notes:“Micron”

is

a

depreciated

term

for

micrometreone

inch

=

25.4

millimetres

and0.001

inch

=

25.4

micrometresDec-02,November04,Thisisanaddedbittodescribesomeoftherecentworkondevelopinghighbarrierplasticlaminates.Muchofthedevelopmenthasbeenaimedatbottleconstructionsbutcouldbeusedinlaminates.Early

Universal

BarriersPVDC

is

original

high

universal

barrier

polymersEVOH

laminated

between

high

moisture

barrierpolymers

can

also

provide

good

universal

barrierBut

not

high

enough

barrier

for

critical

applicationsMetallizing

also

produces

a

high

universal

barrierBut

aluminum

metallized

films

are

not

transparentDec-02,November04,PENisaboutthreetimesthecostofPETbuthassubstantiallyimprovedbarrierpropertiesaswellasbeingcapableofhotfilling,andbeinganaturalU.V.barrier.LCPisevenmorecostly.Themultilayeredconstructionsarecurrentlyinuseforplasticbeerbottles.Recent

Advances

in

Achieving

BarrierMonolayer

polymerspoly(ethylene

naphthalate)

($)liquid

crystal

polymer

($$$)Multilayered

constructionsPET/PA/PETPET/EVOH/PETPET/MXD6/PET/

MXD6/PETOct.02,Dec-02,Interiorandexteriorcoatingreferstotheuseoftheprocessforbottles.Recent

Advances

in

Achieving

BarrierInterior

coatingsSiOx

(glass)

coating

(Glaskin)AlOx

aluminum

oxide

coatingcarbon

coating

(DLC

and

Actis)Exterior

coatings

and

interior

laminatesepoxy-amine

coating

(Sealica

and

Bairocade)copolyester

(Amosorb:

interior

layer)Nanocompositesextremely

fine

mineral

additionsUNIT

THREE

PACKAGE

PRINTING

ANDECORATING第三单元包装印刷Color

颜色Lesson

9IntroductionColor

PerceptionColor

TerminologyViewing

ColorThefirstviewofapackage.recognizedbeforeshape,graphic,textcoThemostimportantmotivatorsofapurchasedecision.Associatedwithmoods,feelings,places,andthings.evokesobserveremotionalresponseColorhasweight,size,andmovement.Colorcaninfluenceperceptionssuchassize,quality,value,andflavnameafew.Colorhasethnicandsocialassociations.Thetendencytocomeinandoutoffashion,dominatethemarketplace.Universalruleswhendecidingonwhatcolorstomakeapackage.representthepersonaofthepackagedesignandtheperceptionofthetargetedaudience二、Color

PerceptionTheeyeisacomplexorganthatreceiveslightandsendsstimulitobrainforinterpretation.Colorperceptiondependsontheeye"sreceptorsandthepsychologyhowthebraininterpretsthemessage.Thenormalhumaneyehasaretinalstructurewithindividualreceptorssensitivetored,green,andbluepartsofthespectrum.Anycolorinthespectrumcanbematchedbycombiningthesestimuliintheproperproportions.Thehumaneyecandifferentiateseveralmillioncolors.Thehumaneyedoesnotdetectallcolorsequally.Sensitivityfallsateitherendofthevisiblespectrum.Perceivedcolordependsontheproportionofstimulationgiveneaccolorreceptor.color.)三、Color

TerminologyHue---Thecolor"spositioninthespectrumValue---Thelightnessordarknessofacolorrelativetoagraysca startingatjetblackatoneendandendingwithwhiteattheother.Chroma---Howstronglycoloredtheobjectisorhowmuchthecolor differsinitsstrengthofcolorfromagraysampleofthesamevalue.Saturationandvaluereflectthecolordifferenceswhenabasecolorismiprogressivelymorewhiteforalighter,lesssaturatedcolor(atint)ormwithprogressivelymoreblackforadarkervalue(atone).BrightnessdescribesthetotalamountofreflectedwavelengthtoacolorAkeyattributewhenconsideringasubstrateforprinting.Mostpackageprintinginksaretransparent;lightpassesthroughthemanreflectedfromthesubstratesurfacebacktotheobserver.Ifthesubstrasurfaceisbright,thenallwavelengthsnotabsorbedbythepigmentarereflectedback.However,ifthesubstrateabsorbssomepercentageofred,green,andblue,thentheperceivedreflectedcolorwillnotappearasbri四、Viewing

ColorColorperceptionishighlysubjectiveanddependsonthelightilluminatingtheobjectthenatureoftheobjectitselftheobserveroftheobjectLightSource.Lighthasdifferentwavelengthcompositions.Standardizedviewingilluminationsusuallyattemperature0f5,0000Kelvin(K).Graphicartslightcompositionstandardizedat5,0000KVisualcolorcomparisonsshouldbedoneundertheseconditionsTemperatureof5,0000KissimilartooutdoorlightingataboutnoObjectinfluencescolorperceptiondirectly.Surfacetexture,gloss,geometry,andsurroundingoradjacentpromoteopticalillusions.四、Viewing

Color3. Observer.Personalemotionsandpreferences.AdjustmentsbasedonexperienceObjectviewedunderafluorescentlightColor-correctedbybrainPhotographstakenColorperceptionsalteredPrimaryreceptorsuffersafterimageandfatigueObjectivemeasurementswithcolorimetersordensitometersNumericalvaluestothereflectedcomponentInstrumentmakesnoallowanceforshapes,adjacentcolors,textures…Colorimetrydon’ttellgraphicimageonlyverifythesameasusedsamplColoridentifiedbyapanelofhumanobserversColorimetricinstrumentbroughtintoquantifythecolorLesson

10

Graphic

Design

in

Packaging第10课包装中的平面设计IntroductionDemographic

andPsychographicsThe

Retail

EnvironmentFundamental

MessagesEquity

and

NamesGraphic

Design

BasicsTypographyApackagedesigniscomposedoftwoseparatecomponents:FeaturesandcharacteristicsContainment,protection/preservation,qualitiesAttractconsumerandmotivatepurchasedecision surfacedecoration,form,material,shape OverviewoftheinformationCreatepackagestoobserver.AttentiontoproductConsiderationofthepackagedesignSophisticatedgraphicsandmisleadingstatements二、Demographics

and

Psychographics1. DemographicsCorrectstructuraldesignproductfactsandphysicalworldUnderstandingoftheintendedreceiverofthecommunication.ConsumptionhabitsandmotivationsofpopulationsegmentsPurchasedecisioninthetargetedaudienceRealmsofdemographicsandpsychographics.Demography: specific,

easily

quantifiable

classificationsinformationgenderresidenceeducation

levelagecultural

backgroundmarital

statussocioeconomic

status

geographic

factorsoccupationethnic

backgroundfamily

sizereligious

factorsAnticipatingmarket,futurepackagingneeds.Somecanbedifficulttoproject.Broaddemographiccategorizations二、Demographics

and

Psychographics2.

PsychographicsPsychographics

---how

groups

of

people

are

motivatedand

how

they

behaveAn

imprecise

study

common

in

everyday

usage,DINKs,

SKOTEs,

DIPPie,GIZIGI;Presumably,

certain

images

will

appeal

to

these

different

groupand

others

will

not.Continuous

effort

to

identify

tomorrow"s

hot

trend

or

an

unfulfineedDiscover

the

purchasing

preferenceSeek

to

identify

behavioral

patterns三、The

Retail

EnvironmentModern

retail

establishment

---

choicesTypical

consumer

sees

fewer

than

100

of

these

and

leaves

thestore

with

about

fourteen.Individual

products

present

an

equally

astonishing

number

ofchoicesThe

challenge

facing

the

package

designerPackage---the

only

medium

influence

the

purchaseConsumer

and

package---

final

confrontationDepending

on

the

information

source

and

the

nature

of

the

productAbout

68

and

80%

decisions

are

made

the

product

shelf.Consumer

rarely

has

a

specific

listProduct

must

convey

messages

to

motivate

decision

in

7

seconds三、The

Retail

EnvironmentCluttered

graphic

designs

and

contradictory

messagesunseen

is

unsold.Merchandising

methodsself-servesales

clerkspegboard

displayshelf

displaymail

ordervending

machinedoor

to

doorwarehouse

outletsdepartment

storesspecialty

stores inspection

before

purchaseMerchandising

changeFrom

the

second-choice

economy

option

to

better

price.Merchandisers---

UPC

codes

and

computersPower

in

the

hands

of

retailerstell

suppliers

what

is

needed四、Fundamental

Messagesthemostimportantfirstitemofunderstandingthatmustbedeliveredinaflashis:Whatisthis?customerneedsinformationtomakeapurchasingdecision.With100optionsclamoringforthecustomer’sattention,thecustomewillwanttoknowWhatisitgoingtodoforme?Alastfactorthatmaycontributetothepurchasedecisionistheanswertothequestion;Whoguaranteesthat?companyorbrandnamemayinfluencethepurchasedecisionDesignersusethesemessagesinvariousproportions,dependingothenatureoftheproduct.四、Fundamental

MessagesWhatisthis?(thechordsoffamiliarity)---instantlyrecognizeDirectcommonnamesarethemostfamiliarAppropriatewithnewproducts.)BrandnamesbecomesynonymouswiththeproductThesecondmessageWhatisitgoingtodoforme?(thepointofdifference).recognizethebenefitorvirtueoftheproduct.Inachoiceof12difkindsofrice,thechordoffamiliarityis"rice."Thepointsofdifthatcharacterizethemmightbeinstant

ricewild

ricerice

and

tomatowin

a

trip

to

Florida

ricelong-grain

riceCajun-style

ricefree

recipe

book

with

this

ricefamous

person

eats

this

rice五、Equity

and

Brand

Names1.

Equityproducts

have

graphic

elements

or

icons

easily

identifiedCompany

name,

brand

name,

symbol,

typographic

style,

color

or

colorpattern,

or

any

combination

of

these.Kellogg"s;Coca-Cola"s

bottle

shape