PKSC 102- packaging graphics
PKSC 102- packaging graphics 81499 - PKSC 1020 - 001
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81499 - PKSC 1020 - 001
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This 9 page Class Notes was uploaded by Addie Pearson on Tuesday March 8, 2016. The Class Notes belongs to 81499 - PKSC 1020 - 001 at Clemson University taught by Heather P Batt in Fall 2015. Since its upload, it has received 21 views. For similar materials see Introduction to Packaging Science in Nutrition and Food Sciences at Clemson University.
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Date Created: 03/08/16
Packaging Graphics and Printing PKGSC 102 Package Design Technical and Physical Requirements Features and Characteristics that: Attract and inform consumer Motivate to purchase product Graphic Design Demographics and Psychographics p.45 Demographics: gender cultural background marital status geographic factors occupation ethnic background Psychographics: how groups of people are motivated and how they behave beware of poll data with moral objectives ex.) environmental poll data doesn’t match real behavior 3 other categories of information p.4748 Consumer information preferred purchase unit durable good 1 impulse item staple item seasonal purchase Product information easy opening cautions measuring aids returnable package instructions special features use quantities dispensers storage method disposal method reclosure features secondary uses table pack Competitive information Target markets and marketing strategy Package types Market share Strengths and weaknesses Unit szes Pricing struture Sales volumes Gift item Retail Market p.48 30,00040000 items Typical consumer sees fewer than 100 items Leaves store with 14 items on average Average product has the attention fo the consumer for 7 seconds or less 2 Merchandizing methods p.48 self service mail order shelf display inspection before purchase door to door pegboard display specialty stores vending machine sales clerks department sores warehouse outlets Three Fundamental Messages WHAT is this? What will it DO for me? Who GUARENTEES this? Equity and Brand Names p.51 Company name Brand name symbol typographic style shape IDENTITY ARCHITECTURE is key to brand recognition Trade Dress – coloc shape and typographic style, protected under copyright laws ex.) Campbell's Soup has color and type but no unique shape but 3 Coca Cola has all three Table 3.3 p.53 How color influences flavor perception Product crackers Package Background Color Red shade Yellow shade Far too much flavor 13 2 A little too much flavor 11 7 About right 66 50 Not quite enough flavor 5 23 Not enough flavor 3 18 Not sure 2 0 Basic Elements of Design p.54 shape size color texture graphic patterns or textured materials tone lightness or darkness of colors line orientation evokes different meanings icons adds equity, can be most important feature in some cases Graphic Design Fig. 3.1 p.56 4 Graphic Design Fig. 3.2 p.56 Graphic Design Fig. 3.4 p.57 Graphic Design Fig. 3.5 p.58 5 Graphic Design Fig. 3.6 p.59 Graphic Design Fig. 3.7 p.59 Printing methods will be the focus for this class , p.7590. Printing and Decorating Basic Methods Relief (raised image) – flexography, letterpress, or offset letterpress Planographic (flat image) – lithography or offset lithography Gravure (engraved image) – falls under category of “other” methods Figure 4.15 p.78 Flexographic printing Figure 4.17 p.79 Offset letterpress printing 6 Figure 4.18 p.80 Offset Lithographic printing Litho Figure 4.19 p.81 Gravure Impression Roll 7 Figure 4.20 p.82 Gravure printing Figure 4.21 p.83 Print Quality Figure 4.22 p.86 Screen printing Other Methods Note, especially embossing 8 – Design in relief – Often used for aluminum foil – Holographic “printing” is a form of this Printing Inks Solvent based must control emissions through Solvent recovery incineration Water based cant be used with all printing methods or substrates yet UV Cured 9
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