Packaging as part of the Sales and Marketing Function Week 5 Packaging as part of the Sales and Marketing Function

Required Readings for Week 5 Krasovec & Klimchuck Chapters 9 and 10

Learning Objectives for Week 5 Evaluate the challenges and solutions of packaging as a communication tool; the technical elements of labeling, marking, and coding; and the printing methods

Assignments for Week 5 Week 5 Discussion Forum: In considering materials for a retail package (one that will be displayed on the shelf in a retail environment), discuss the advantages and disadvantages of using paper packaging and the advantages and disadvantages of using plastic packaging for this purpose. Written Assignment: Assume you are given the task of developing retail packaging for a new product. The product and package will be produced in a small town in China. The product will be small runs at first and the package will be a folding carton with a three color print. What print methods might you consider for the first smaller runs? Would you change to a different method if the product does well and goes into larger production runs? Justify your reasoning and considerations.  

How is printing used as a communication tool? Select a target market The structure of trade The structure of the population Consumer preferences Legal requirements Positioning the Product Brand-related positioning Product related positioning Target related positioning

Graphic designer’s tools Elements of visual design used in packaging Illustration Color Shape Copy Technical elements Labeling Marking Coding

Printing Methods Letterpress

Printing Methods Hot Stamping

Printing Methods Flexography

Printing Methods Rotogravure

Printing Methods Offset

Printing Methods Silk Screen

Printing Methods Digital

Additional Resources www.labelsandlabelling.com Labels and Labeling Magazine   www.packageprinting.com Package Printing Magazine www.brandpackaging.com Brand Packaging Magazine