Вы находитесь на странице: 1из 61

Promotional packaging

for a drinks container.


GCSE Product Design
Maximising exam success
Senior 3
GCSE AQA Product Design Revision 2015.

Exam expectations

Section A is based on a theme each year. This


is pre-released to staff around Easter time.

Promotional packaging for a drinks container was the


theme for the design question in the 2014 exam paper.
This is the same paper you are sitting in your mock.
The following slides are designed specifically to support
this.
You will be provided with a note book which you can write
notes in during lessons. Any activities in lessons will be
completed in this book to form revision notes.

Promotional packaging for a drinks container.

Question 1 in the exam is ALWAYS a design task.


It is worth 25% of the marks for the written paper.
Whilst you wont know the exact task beforehand, you will be able to do
some research and come up with some possible ideas in advance. On
the day you will then be able to adapt these designs to suit the actual
question.
Approach this question in a similar way to how you started your
coursework, e.g. task analysis, brainstorms, research, design specifications
and designs. Most of this you will have do BEFORE the exam so you must
make time to prepare.
You cannot take any of your preparation into the exam so you will need
to be really familiar with your research and ideas so you can drawn on
them from memory.

World cup/sports themed packaging.

These are all can or bottle wraps,


with the promotional graphics
replacing the usual product labels.
These can be very striking and even
collectible. The manufacturers only
need to change their labels
changing the shape of the
container or even the secondary
packaging to fit new shaped
containers would be very costly.

Lets discuss:
What do you like/dislike about these designs?
How do they promote the chosen theme?

Some might
actually change
the shape of the
containers but
this would only
be major
manufacturers that could
guarantee selling vast numbers of
units to justify the cost.

Packaging aimed at children.


(not all drinks but ideas could be adapted)

Maybe the packaging has


some kind of gimmick that
would make it attractive
and appealing to its target
market likes these built-in
crazy-straws (above)
Lets discuss:
What do you like/dislike about these designs?
How do they promote the chosen theme?

Use of bold
colours and
appealing
characters
make these
types of
products
attractive to
children.

Healthy food/drinks packaging.

Lots of these are fruit based


but these bottles were
designed to encourage
young children to drink
more water.
Lets discuss:
What do you like/dislike about these designs?
How do they promote the chosen theme?

Energy/sports drink packaging.


Bright bold,
colours and
dynamic
graphics
are the
norm for this
type of
packaging.

Not all drinks


come in cans
or bottles

Lets discuss:
What do you like/dislike about these designs?
How do they promote the chosen theme?

Lots of sports drinks are designed to be


used whilst exercising. Some are even
shaped to make them easier to hold
whilst on the move.
These ones (left) are even designed to
be a part an exercise routine!

Recycling/environmentally friendly
packaging.

Re-useable fast
food packaging
for food eaten in
their restaurants

These packages are designed to


concertina when used so they
take up far less space in the bin.

Lets discuss:
What do you like/dislike about these designs?
Packaging that asks people to
How
dobottles!
they promote
the chosen theme?
Recycled
paper
re-think about packaging

This simple design


reduces the
amount of extra
packaging
required to help
one person carry
multiple cups.

What to design?
The preliminary material tells us that the context for
the designing question is:
Promotional packaging for a drinks container.
If you look back at past questions like this candidates
were asked to design mainly using card.
Think about who the target market might be children, teenagers, adults, athletes etc.
Think about what a drinks container might be.

Your problem?
Promotional packaging for a drinks container suggests:

A single product rather than a multipack.


Complete with drink or just the container (e.g. mug, bottle).
Promoting a product or an event.
Text and images (such as logos) likely to be important.
Unlikely to be for alcoholic drinks.
Generic drinks or a specific branded item might be
considered.

Where to start
Potentially this is a large topic to investigate so we will be
concentrating on:
Card types and constructions - nets
The use of new materials (alternatives to oil based polymers)
Communication techniques 2D, 3D, colour, dimensioning,
labelling.
Printing and die cutting

Your problem?

So what will be within the exam?

Section A: Questions will be based on packaging for a drinks


container. Similar to your mock being based on perfume packaging.

Section B: Questions will be


based on general subject
theory.
You will be provided with a revision
booklet that will cover most of the
information that you will need to be
successful in the exam.
It is important to listen in class, revise at
home, attend intervention sessions

Question:
What is the
purpose of the
packaging?

These are some examples of


different packaging containers
which either contain a liquid or hold
the product securely to be carried.
Built in euro-slots enable the product
to be gripped by the users hands to
carry the case.

Question:
What is the
purpose of the
packaging?

In past exam papers you are required to design


packaging for a single product. E.g. perfume bottle, lunch
box etc.
If it isnt a multi-pack then the product & its net could be
one of these.

Drinks container What features need to be included.

Protect
Inform
Contain
Transport
Preserve
Display

Remember:
I PICT PD!

Lots of
packaging will
serve more
than one
purpose.
For example,
this crisp
packet:
Contains
Preserves
Informs
In your revision books please write I PICT PD
and what the letters stand for.

WHAT IS REQUIRED ON PACKAGING

Company/Product logo
Name of product
Information about the product
Information about the
company
European standards logo
Barcode
Items included in the box
(contents)
Recycle logo
Picture of the product

Remember:
I Inform
P Protect
I Identify
C Contain
T Transport
P Promote
D - Display

In your revision books please draw the table and


complete the remaining parts. Use IPICT PD to
help (a question in every exam worth 6 marks).

To protect - A product from damage or contamination by microorganisms and air, moisture and toxins. The product must be
protected against being dropped, crushed, and the vibration it
suffers during transport.

PROTECT
One of the
main purposes
of packaging is
to protect the
product.

Delicate products such as fruits need to be protected by a rigid


package such as a laminated container. The product most also
be protected against the climate including high temperatures,
humidity, light and gases in the air.

Often their will be an


insert or tray that
keeps the product in
place

Information that is useful to consumers and companies such as


Supermarkets, is printed on packaging. This includes, ingredients, sell
by dates, price, special offers, manufacturers address, contact
information, product title, barcode and more.

INFORM

The bar code is extremely useful to the shop selling the product.
When the barcode is scanned, the computer system automatically
determines if the product needs reordering. Also, the price of the
product appears at the till.

Packaging is often used to inform the


user about the product.

It may explain the different


features of a product.

A set of vertical black lines or varying thickness that can be


read by a scanner.

What is a
barcode?

The thickness of the bars and spaces between them


correspond to numbers that make up a unique code for each
type of product
They can provide shop staff with prices for products and
make it easier to control stock levels- thus make reordering
easier

What is a QR Code?
QR codes (Quick Response Codes) are
seen on packaging. They are a type of 2D
barcode and they can be used as a form
of advertising. QR codes are accessed by
smart phones with the right app installed.

The QR scanner reads the QR in a similar


way that bar codes are read, converting it
to a URL (website address), text, email, or
phone number. If the OR code directs the
customer to a website, it appears on the
screen of the smart phone.

Logos and symbols are often applied to


packaging, especially by companies that
regard their products as a brand. Branded
products often have an advantage over
non-branded products

Some successful products are promoted


through competitions, contests, sales and
discounts, on their packaging. Products
can also be promoted by a well known
celebrity.

Customers / potential customers can used their


smart phones to enter an interactive world,
directly from the QR code (Quick Response
Code) on the packaging of products. When
scanned, the code directs the phone to display
the website linked to the product. This usually
promotes the product and is often an attempt
to persuade the customer to buy it.

CONTAIN
Products can often contain
lots of loose materials or
components...

The packaging is there


to keep them all in one
place.

A package should be designed to make it easy to transport,


move and lift. A regular shaped package (such as a cuboid)
can be stacked without too much space between each
package being wasted.

TRANSPORT

This means that more packages can be transported in a


container of a lorry. Unusually shaped packages can lead to
space being wasted and this can be costly if thousands of the
same package are been transported.

Transportation is a major
function of packaging.
Sometimes this is simply to get
the product from the
manufacturer to the retailer.

Sometimes it is to allow multiple


products to be transported more
easily from the retailer to the
customer.

PRESERVE

Many products,
especially food
need to be
preserved.
This might be to
protect them
against weather,
temperature,
bacterial etc.

Glass is one very


common material
which is used to
preserve products.

Packaging is the main way products are advertised and identified.


To the manufacturer the package clearly identifies the product
inside and it is usually the package that the customer recognises
when shopping.

DISPLAY

Advertising is very important when a manufacturer launches a new


or existing product. The package, through its colour scheme or logo,
is what is normally identified by the customer.

Packaging is often
produced to make
products easier to display.

A cut out called


a Euro Slot is
often added to
make it possible
to hang
products easily.

Which functions are relevant?


Arguably, only three are likely to be relevant to
this problem:
Display is likely to be the most important issue.
Information is essential.
Transport is also likely to be an issue.

Protect
Inform
Contain
Transport
Preserve
Display

The functions/purposes of packaging


Now we have covered the functions/purposes of packaging. This is often the
first question that appears in the exam paper. Against where you have written
I PICT PD in your revision books I would like you to write *2 functions for each.

Protect
Inform
Contain
Transport
Preserve
Display

I PICT PD

If you can remember these you can write design criteria and explain
the functions or purposes of packaging. This is ALWAYS the first
question in the exam worth 4-6 marks.

SYMBOLS
As promotional packaging is only to be used once
manufacturers are often eager to inform customers
that it can be recycled. Variations of these symbols
are often found on this type of packaging
You are unlikely to be asked to do more than suggest
the position of such symbols on your package

SYMBOLS
It is common to see an anti-litter logo printed onto
the packaging. The symbol on the right is the more
usual Keep Britain Tidy version whereas the one on
the left is from the Love Where You Live campaign.
You are unlikely to be asked to do more than
suggest the position of such symbols on your
package.

SYMBOLS
The FSC logo provides the consumer with a guarantee
that the card board has been made from timber
which has come from a sustainable source.

The forest will have been evaluated and certified as


being managed according to agreed social,
economically viable and environmental standards.

Remember the Velvet


toilet roll baby. When
one tree is cut down to
create a product,
three more are
planted in its place!

What are surface developments?


Surface developments are the 2D or flat versions of an item that will
eventually be assembled in to a 3d object. They can be made out
of many different materials. Surface developments are tessellated
to reduce waste.
Surface development manufacture:
Paper and card are cut to shape and size on guillotines. For

irregular shapes die cutting is used, this is expensive and is


used when a large number of these shapes are required. The
process works like a pastry cutter, blades are shaped to the outline
of the development surface and are pressed down on to the
printed package.

Tessellating
Saves a considerable amount of space for
storage and transportation.

Packaging is very important in the promotion of a product. Good


packaging and interesting aesthetics will attract the attention of
potential customers. Good packaging can be influential in the
decision to purchase a product. Packaging in combination with
an advertising campaign and the right price, a product can be
successful.

Careful design of packaging, including aesthetics, colour


schemes, shape and form, often leads to a desire to learn more
about the product inside.

We are all attracted to bright


colours. On a shelf full of the same
products you wouldnt go for the
dull product, would you?

The packaging should be manufactured from the right materials, ensuring


that the product inside is not damaged. Potential customers today expect
packaging to be environmentally friendly. Consequently, the use of
sustainable, recyclable and bio-degradable materials is essential.

THE NET

When assembling a net


the tabs are glued OR
fed through holes in the
net to keep it secure.

All of the packaging boxes are originally


formed from nets.

Solid line (cut)


Dashed line (score)

These flat shapes are printed, cut, then


folded and glued to create a 3D box
which holds a product in place.

Drinks packaging nets Assembled and flat developments.

Tip In the exam you may be asked to draw a net for your product and then
label its dimensions. You dont have to label every single one. Measurements are
ALWAYS in MM not CM.

THE NET

Solid line (cut)

Dashed line (score)

Below is the net/development of the packaging. The packaging


folds and locks in position. After use, the packaging can be
placed in a card recycling bin.

Drinks packaging nets for multiple drinks.

THE NET

Closed Loop Recycling ensures that the discarded card is


recycled into new packaging for the similar products.

Solid line (cut)

Dashed line (score)

Dont forget to add a euro-slot. This is a


method of allowing the product to be
hooked onto a hanger for display purposes.
This is the net / development of the packaging. The packaging folds and
locks in position. After use, the packaging can be placed in a card
recycling bin.
Closed Loop Recycling ensures that the discarded card is recycled into
new packaging for the similar products.

The packaging is cut to size and shape through die cutting.


The colour, images and information will be printed on to the card using a
technique called lithography, using biodegradable inks.

Top Support

Base Support

External
Packaging

Drinks container - promotional packaging design features

THE NET

Card is popular packaging material because it is cheap


and it can be recycled. Also, colour and images can be
applied using a number of printing techniques. Normally
the card is lacquered to give the box a gloss/ satin finish.

When a net is unfolded it forms a flat


development & you can see how it is
able to be assembled.

The front of the net will have colours and


graphics printed onto the card and a
gloss finish applied.

This net has built in folds which will hold the bottle
securely in place and prevent it from moving.
When purchasing this product the consumer will
need to pick up the item (there isnt a handle) and
therefore its essential the bottles dont fall out.

Drinks container - promotional packaging design features

THE NET

By law drinks packaging has to


feature all of the necessary
nutritional information such as
calories, sugar content etc. If it
is part of their 5-a-day it also
needs to be featured.

The 5 A Day, aims to promote healthy


eating, encouraging people to have a
healthy balanced diet. Both vegetables
and fruits count towards 5 A Day and this
includes fruit juice drinks. Fruit and
vegetables are an excellent source of
nutrients. The campaign is of special
importance to children, as it is essential that
children form healthy eating habits, at a
young age.

In the exam you may be required to design


your own design for the 5 a day logo.

Nets
Cardboard cartons are made from nets.
These flat shapes are printed, cut, then folded and
glued to create a 3D box.

Nets
One of the best methods of understanding nets is to have a go yourself.
Draw packaging on paper with a ruler as a flat 2D net.
Cutting out, scoring and assembling pre-drawn nets to understand how
they assemble and take form.

This is the most ideal box and net to


memorise for the mock exam. You
will be drawing it several times over
the coming weeks so that you
memorise it.

Task: On a piece of A3 paper draw with a ruler and pencil the net provided.
You are to label the net (explaining where the front, back, base, lid is) as well as
the information included. Also draw the net assembled as a 3D box.

Adding colour
Practice applying colour with coloured pencils.
Experiment with tone as this is a simple way to get a good
effect.

The Examiner is usually looking for an even application of colour and the
colour staying within the outline shape.
On the net and 3D isometric packaging you have just drawn choose a
colour and apply tone to your drawing.

Adding text
Draw faint parallel lines as a guide when putting
text on your design

To save time simply print the text

Graphical images
You will not know what is being promoted until you see
the examination paper but it is possible that this will be linked
to a special event.
You are often simply asked where the position of
graphics would be rather than being asked to re-draw them.

Commonwealth Games Glasgow 2014


Think about current
events.
Could it be themed
on a sports event?

In the exam an image board is provided for you to use and refer to
in your design.

Nets
One of the best methods of understanding nets is to have a go yourself.
Draw packaging on paper with a ruler as a flat 2D net.
Cutting out, scoring and assembling pre-drawn nets to understand how
they assemble and take form.

Task: take one of the card printed nets and carefully cut it out with a
pair of scissors and use a ruler to fold across the scored lines to allow
you to assemble. Once cut out draw in pencil all of the information
that the packaging would include to promote a sporting event.

Task: On the net template provided create a design for the packaging of a
sports bottle to commemorate the Commonwealth Games 2014.

Once all
information is
draw on use a
pair of scissors to
cut this out and
a ruler to fold on
the scored lines
to allow you to
assemble.
Read the
information on
the sheet. All the
detail you need
to add to the
net is provided.
Dont miss out on
marks!

Hanging solutions
Many promotional packaging solutions are designed to
hang.
Two common methods of hanging are shown below

Question:
Why do you think these are used as hanging
solutions?
Can you think of where in a shop this would
be used/helpful?

Adding dimensions

Make sure that you know how to accurately show the three main
dimensions.
Use projection lines then neat arrows which touch the projection
lines.
Measurements should be in millimetres (mm)
Often the dimensions are given to you in the exam and you just
need to take it from one drawing and add it to another.

3 Main
Dimensions:
Length
Width
Height

Freehand sketching
Practice sketching freehand as this can be much
quicker than producing drawings with a rule.
Both 2D and 3D sketching is recommended

An example of answering an exam


question using free-hand sketching.

Annotating drawings
It is essential to add notes to
your drawings.
These help to explain your
thinking, especially details
which might be difficult to
show.
Check that they meet the
requirements of the question
materials, constructions,
printing methods etc.

Practice drawing
Practice drawing and making both the 2D nets and the 3D
cartons. Using this example I would like you on a A3 piece of
paper to complete all the content that is provided in the orange
rectangle.

In the exam you will need


to draw both a 2D and 3D
view of the packaging.
- The net
- 3D Isometric Packaging
- Apply suitable
colour/shading/tone
- Detail (how it hangs)
- Annotate/explain your
design.

Practice drawing
Practice drawing and making both the 2D nets and the 3D
cartons. Using this example I would like you to practice drawing
the packaging using a white board pen on the laminated sheets.

Using one of the isometric


gridded white board and
a marker pen, practice
drawing the packaging in
ISOMETRIC 3D.

Practice drawing
Have a go at answering this exam style question by sketching
the solution.
Read the question carefully and ensure you include everything
you are asked!

This is an example
produced by DYCA DT
staff.

Transit packaging
The individual drinks containers are likely to be packed into
larger corrugated cardboard cartons for storage and
delivery.
One major consideration is how many transit cartons will fit
onto a pallet.

Question:
How are pallets stored onto a lorry?
How could the individual boxes be safely stored to
reduce damage?
What material is the packaging manufactured out of?

What do you need to know?


At the very least you should be able to name a
commercial printing process and explain why it would
be chosen
It also links to other manufacturing questions

Commercial manufacturing
Typical order of work:
Finishing print, varnish, emboss
Wastage/separation die-cut/crease
Forming - folding
Assembling glue, inserts

Commercial Manufacturing
Typical litho presses set up for 4
process colours, a spot colour
and varnish in one continuous
cycle
Typical folding machine for
small cartons

Commercial Manufacturing
Typical rotogravure printing
presses set up for 4 process
colours, metallic spot colours
and varnish in one continuous
cycle

Typical flexographic press


used for printing plastic film

Printing card
Typically offset lithographic or gravure process used
4 process colours yellow, magenta, cyan, black
Varnishing, foil blocking, embossing are common

There are three stages of printing:

The Printing Process

Pre-press (the stages needed before actual printing takes place):


Check artwork (- the name given to the hand drawn or CAD designs created by the
designer.
Colour separation (the process through which the original images is separated into the
four process coloured by a computer program)
Add quality control measures
CMYK is the name given
Plate or screen production
for the 4 colours that are
used in the print industry,
they are:
Print (the process of actually

printing the design):


Quality of paper/card
Sheet of wed feed paper/card
How many colours are needed

Finishing (any additional


processes required after the main
four process colours (*CMYK) are
printed:
Special effects (embossing,
varnishing, laminating)
Die cutting
Binding a magazine/book

Offset lithography
Flat aluminium plates (specially
treated).
Photographically exposed then
wrapped around roller

Exposed parts attract water


Non exposed parts allow ink to stick
Print onto plain roller to reverse image
Transfers to card or other materials

This is the best process to


specify for printing your
container if you are using
box board or carton board.
In your annotations when
producing your design ideas
you should include
OFFSET LITHOGRAPHY in your
notes.

Flexographic printing
Uses a printing plate made of rubber, plastic, or some
other flexible material.
Ink is applied to a raised image on the plate, which
transfers the image to the printing
Printing cylinder

Impression cylinder

Anilox roller
Fountain roller

Ink Trough

Paper

This might be the best process to specify if


you are printing onto corrugated card.
In your annotations when producing your
design ideas you should include
FLEXOGRAPHIC PRINTING in your notes.

Die-cutting
Die-cutting is the method cartons are cut out. In the
packaging industry the cutter is known as a cutting forme. A
rounded blade creases where the carton will be folded.
Blade
Plywood
Foam layer
Card to be cut
Die cutting uses a system similar to that you would use in cutting pastry with
a pastry cutter. The outline of an object to be cut out Will be made by
inserting sharp blades called press knives into a sheet of thick plywood
(called a press former). This is then placed on top of the card And it is presses
down to cut the shape out.