Package design and the consumer panel
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Anastasia Ivanova, VTT & Kirsi Sonck-Rautio, bo Akademi
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Package design and the consumer panel
- 1. Package design and the consumer panel Anastasia Ivanova Kirsi Sonck-Rautio
- 2. Research Goals Iterative & collaborative approach to food packaging design: Promoting development of sustainable packaging User feedback, co-creation with consumers Introducing a novel biomaterial innovation: new material properties that require different structural & aesthetic solutions compared to conventional packaging Adoption requires behavioural changes on several levels, including: Product recognition & purchase decision at a grocery store Consumption and storage of the food Disposal of the packaging
- 3. Packaging concept design: stages 1 & 2 Online Consumer Panel 1 Co-creation: with Online Consumer Panel 2 Final design of demo concepts Research & design process Analysis of the Online Consumer Panel results
- 4. Design iteration cycle 1: Packaging design objectives Packaging design for cold cuts (sliced meats) Utilization of newly developed cellulose-based biomaterial (including transparent film, coated paper) Sealed, airtight structure New functional material properties to be considered Storage solutions to be considered (e.g. opening and closing multiple times) Design for recyclability, that supports the new biomaterial Emphasis on the experiential properties of the package, particularly recognition at a grocery store and understanding of the package environmental / eco properties by consumers
- 5. Design iteration cycle 1: packaging concepts & internal feedback 1. Sliding belt 2. Pocket with a lid 3. Open pocket 4. Separated slices
- 6. Design iteration cycle 2: Packaging concepts & Online Consumer Panel Concept 1: transparent pouch on a carton sheet, with a sliding belt for enhanced storage Concept 2: a set of connected transparent pouches enfolded in a carton wrap with a closing mechanism
- 8. Demo 1: first impression, supermarket shelf vihre辰 v辰ri viestii jo sin辰ns辰 pakkauksen biopohjaisuudesta (joskin siit辰 voisi olla jokin selke辰mpikin maininta, kuten jokin leima). Ja ihan ehdottomasti pakkauksessa on oltava suomalaisuudesta kertova merkki tai se j辰辰 pikaskannauksessa sivuun. Pakkauksessa olisi mielest辰ni hyv辰 my旦s mainostaa isolla, ett辰 se on biohajoava/kompostoitava.
- 9. Feelings evoked by the packaging shape & colours Yellow Erottuva ja ymp辰rist旦yst辰v辰llinen v辰ri. Ei kuitenkaan kovin laadukkaan oloinen. Beige Vihre辰 indikoi positiivisuutta ja antaa ymp辰rist旦yst辰v辰llisen vaikutelman Grey Ei lainkaan ymp辰rist旦yst辰v辰llisen n辰k旦inen. Luotettava, v辰h辰n tyls辰 mutta sellainen "perusmerkki"
- 10. Packaging preferences, based on shape & colours
- 11. One video is better than ten pictures
- 12. One video is better than ten pictures Feedback based on the video:
- 13. Vy旦te on todella innovatiivinen ja hyv辰 idea! Pakkauksen voi avata kummastakin p辰辰st辰, mutta liukuvia sulkijavy旦tteit辰 on vain yksi. Aivan taatusti perheess辰mme joku avaisi molemmat taskut. Feedback regarding usage & disposal demonstrations
- 14. Demo 2: packaging design & colours
- 15. Demo 2: first impression, supermarket shelf Pakkaukset n辰ytt辰v辰t pahvisilta, mik辰 mielest辰ni lis辰辰 tuotteiden kiinnostavuutta verrattuna muihin hyllyn tuotteisiin. My旦s pakkausten muoto saa ne erottumaan edukseen hyllyst辰. Muoto on kyll辰 hauska ja pinta n辰ytt辰辰 maatuvalta eli itsess辰辰n toimii, isossa porukassa hukkuu :) Pakkausten muoto on erilainen ja erottuva.
- 16. Feelings evoked by the packaging shape & colours Brown Laimea, tulee mieleen onko mauton Raikas, ekologinen, tyylik辰s Red T辰m辰 her辰tt辰辰 huomion ja kiinnostaa. Punainen tuo mieleen tomaatin, mutta v辰ri joka tapauksessa her辰tt辰辰 uteliaisuuden. Hyv辰 v辰ri, mutta tuo auttamatta mieleen Atrian Yellow hieman outo v辰riyhdistelm辰 leikkeleelle, toisaalta saattaa her辰tt辰辰 huomiota Kiinnostavan kirkas.
- 17. Packaging preferences, based on shape & colours
- 19. Video demonstration Feedback based on the video:
- 20. Pakkaus on varmaan ihan k辰tev辰 esim. sinkkutalouksissa, joissa leikkeleiden kulutus ei ole suurta (sinkkukinkku!) K辰tev辰辰 mutta samalla kalvomateriaalia kuluu kai suhteessa enemm辰n verrattuna ei-yksitt辰ispakattuihin leikkeleisiin Feedback regarding usage & disposal demonstrations Taskujen irrotettavuus on hyv辰 idea, joka saattaa lis辰t辰 tuotteen s辰ilyvyytt辰. Lis辰ksi ne vaikuttavat helpoilta irrottaa ja kierr辰tt辰辰.
- 21. Packaging concept design: stages 1 & 2 Online Consumer Panel 1 Co-creation: with Online Consumer Panel 2 Utilizing design thinking and ethnographic research methods OCP2 members participate in the collaborative research and ideation sessions Final design of demo concepts Design iteration 1 Feedback from the PaHe project team Design iteration 2 2 demos presented, gathering feedback about visual & functional properties Focus on recognition in grocery store, perception of the packaging eco- friendliness, usability, recycling Research & design process Design iteration 3 Feedback from the PaHe project team Analysis of the Online Consumer Panel results
- 22. Thank you! Anastasia Ivanova Designer, Interdisciplinary Materials Research VTT Technical Research Centre of Finland Kirsi Sonck-Rautio
Editor's Notes
- #6: 1. Proposed materials: transparent film, coated paper, thin carton board 2. Stuctural solutions 3. Evaluation criteria for the internal feedback included: Distinguishing the package in a store among other products; First impression; Carrying the package home from the store; Storing the package at home; Opening and dispensing; Consuming; Disposing and recycling the package.
- #7: Marerials prepared for the online consumer panel: descriptions of the demos and the novel biomaterial digital visualisations of the demos 3 colour variations for each demo video demonstrating opening and closing of the package visual instructions for the package usage visual instructions of recycling and disposal of the package parts
- #8: 2 sessions: for demo 1 and demo 2, two weeks apart. Marerials prepared for the online consumer panel: descriptions of the demos and the novel biomaterial digital visualisations of the demos 3 colour variations for each demo video demonstrating opening and closing of the package visual instructions for the package usage visual instructions of recycling and disposal of the package parts