Topic 4 Packaging and Marketing

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Name the six functions of packaging
Protection, transportation, Information, Containing, Preservation, Display
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How does packaging protect?
It protects the product during transit and prevents tampering
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How does packaging inform?
Information for buyers and users on how to use the product. It may also include a photo of the product so you know its appearance - some information must be included by law
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Why do products need containing?
If they have lots of pieces like cereals or flat pack products which contain many individual components. These pieces need to be kept together
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Why must transportation be considered when designing packaging?
Need to know how the packaging can best be packed in bulk in a lorry or container. Can it be easily lifted or stored?
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Why do products need to be preserved?
To prevent them from deteriorating due to temperature changes or bacteria
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Why do products need to display the item?
It needs to be attractive and distinctive so people can easily find it on the shelves and also to advertise the product
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What pieces of information does all packaging have?
Company name, product name, european standards logo, barcode, web address, items included in the box, product picture, recycle logo
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What are some legal requirements for what packaging labels should include?
Safety, appropriate use
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What other information can labels give about a product?
If the empty packaging can be recycled- which bins. What type of plastic it is made of to help the recycling company
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What is the legal requirement of what to put on cigarette packets?
The dangers of smoking
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What is a legal requirement of what to put on toy packaging?
Age restriction
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What logos should all packaging have? What does this show?
CE European standards or BSI British Standards logo. This shows it has been tested for safety and fitness for purpose
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Name three printing techniques for printing on products or packaging
Offset lithography, flexography, screen printing
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What sort of printing is lithography for?
Commercial printing
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What principle does lithography work off?
That water and oil do not mix
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What sort of products are printed using flexography?
Labels, banners, tape, boxes, bags
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Give an example of a product that would have been screen printed
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How would the outline of packaging be cut, creased or perforated?
Die cutting
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Why does packaging need to be scored before it is cut?
To create a clean edge as folding stresses the board so it can crack or tear wrong
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What is a die made up of?
Cutting knives and scoring rules
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What does printing registration allow us to do?
Ensure the surface graphics fully cover the packaging; ensure the surface graphics line up with the die cut box; ensure the colours or images overflow the edge or perimeter to allow tolerance for cutting and creasing
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Name three types of packaging
Blister, security and skin
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List some characteristics of blister packaging
Cheap, durable, tamper-proof and transparent
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What are the blisters in conjunction with on blister packaging?
A cardboard backboard or inlay
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How are the blisters in blister packaging made?
Vacuum forming
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Give an example of a product that uses blister packaging
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When might blister packaging be used?
Point of sale displays, product packaging and product launches
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What is skin packaging?
Sealing a product between a layer of heated plastic and a layer of adhesive coated paper
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Give a number of security means on packaging
Security seals, clamshell packaging, induction sealing and holographic stickers
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Give examples of good insulating materials for packaging
Polystyrene sheets, corrugated card, bubble wrap, polyethylene foam
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Why might insulation be needed on packaging?
Protection for fragile items and to keep them at a constant temperature for food and plants
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What is a brand?
Using a name, term, colour, symbol, design or combination of those to identify the goods and services of a seller
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Why do brands humanise a product?
To give it a personality of its own to make it particularly appealing
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Why create a brand?
Make your products visible and recognisible. To give a 'personality' that consumers can engage with. To invite consumers into a personal relationship to build up the company's reputation and make them feel secure
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Give an example of two types of brand many people stick with throughout their lives
Cars and food
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Give four reasons for a brand personality
Create empathy with the consumer; Show their business professionalism; Identify the business; Bring in business to the company by making it clearly visible
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What is point of sale?
Where the product is displayed for sale. It could be a unique display stand with a new product launched with key information about it
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Give examples of when brand identity is used in advertising
Brochures, staff uniforms, banners, emails, stands, merchandise, signs, websites, business cards etc
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What does market research allow you to find out?
Consumer expectations; if they would want this product; if the product would sell; how your competitors operate
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Other cards in this set

Card 2


How does packaging protect?


It protects the product during transit and prevents tampering

Card 3


How does packaging inform?


Preview of the front of card 3

Card 4


Why do products need containing?


Preview of the front of card 4

Card 5


Why must transportation be considered when designing packaging?


Preview of the front of card 5
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