food packaging fstc 311 – fall 2015. factors that affect package design

FOOD PACKAGING

FSTC 311 – Fall 2015

Factors that affect package design

Packaging Design Objectives• Specific to the particular product or brand• Must:

a) Feature the unique attributes of the productb) Strengthen the aesthetic appeal and the value of the

productc) Maintain uniformity within the brand’s family of productsd) Strengthen differentiation between product varieties

and linese) Develop distinctive packaging forms that are category-

appropriatef) Use new materials and develop innovative structures to

reduce costs, be more environmentally friendly, or increase functionality

Design Objectives

1. Who is the consumer?2. What environment will the product

compete in?3. What price point will the product be set

at?4. What are the production costs?5. What is the time frame from design to

market?6. What distribution methods are planned?

Packaging Strategy – Objectives 1-3

1. Who is the consumer? ▫ Children▫ The elderly▫ Health-conscious▫ Immunity deficient

Packaging Strategy

2. What environment will the product compete in?

▫ “Mom and Pop” store vs. hypermarket.

Packaging Strategy

3. What price point will the product be set at?

▫ Luxury vs. regular use.

Packaging Strategy

4. What are the production costs?

▫ Materials, etc.5. What distribution

methods are planned?

▫ Marketing campaign, international, etc.

Primary Packaging Design Objective

To accomplish the marketer’s strategy objective • (i.e., sell the product) creatively.

Breaking through the visual clutter of the competition is key!

Packaging Design Principles

Attention Grabbers

Symbolism of Color

Yellow is the fastest color the brain processes, and therefore is usually a good attention getter.

Symbolism of Color

• Blue, Red, White and Grey = Stability, Power, Trustworthiness, Conservatism

http://www.princetonol.com/groups/iad/lessons/middle/color2.htm

http://www.poundland.co.uk/product-range/a-z/200g-ritz-crackers-2-for-1/

The red is stimulating and intense, and makes the product visually dominate the category

Symbolism of Color

• Yellow, Brown, Orange, Green = Nature, earthiness, warmth

http://www.princetonol.com/groups/iad/lessons/middle/color2.htm

White communicates purity, freshness, cleanliness

Color of choice in dairy category

Symbolism of Color• Black= elegance, sophistication, luxury,

wealth 

http://www.theimpulsivebuy.com/wordpress/2005/02/01/terra-potpourri-potato-chips/

Black was not used in snack food packaging until mid-1980s

Symbols and Graphics

Characters support brand communication, promote product attributes, and become the embodiment of the brand’s personality.

Symbols and Icons

Simple graphic diagrams or elaborate layouts

http://www.nytimes.com/2007/04/27/technology/27amazon.html?_r=1

Physical Structure and Shape

For many products, the physical configuration embodies the brand’s visual identity.

http://www.freedigitalphotos.net/image/s_cocacola1.jpg

Properties of the ideal package• Sanitary• Non-toxic• Transparent• Light-weight• Tamper-proof• Easily disposable• Compatible with

food• Protective against

light

• Easily printed or labeled

• Easily opened/closed• Impermeable to gases

and odors• Resistant to

mechanical and thermal damage

• Compatible with high-speed filling machinery

• Environmentally friendly

Consumers gravitate toward product and packaging innovation that is playful while also making the product easier to use.

Packaging Strategy

Packaging Strategy

• Feature the unique attributes of the product (e.g., highly nutritious, great new taste)

Packaging Strategy

• Strengthen the aesthetic appeal and the value of the product (e.g., added benefits through packaging design)

Packaging Strategy

• Maintain uniformity within the brand’s family of product (e.g., do not want to make a very different product so that consumers do not recognize the brand)

Packaging Strategy

• Strengthen differentiation between product varieties and lines (e.g., new colors, new graphics). How to break through the visual clutter of the competition?

Packaging Strategy

• Use new materials and develop innovative structures to reduce costs, be more environmentally friendly, or increase functionality.

http://blog.esko.com/wp-content/uploads/2013/05/Innovative-egg-carton-packaging.jpg

The choice of the material and design must be based on:

1. Food composition and its physical state (i.e., solid, liquid, powder).

2. Knowledge of the various deteriorative reactions that might occur.

3. Intended storage conditions (including the time of storage).

4. Socioeconomic situation of the anticipated customer.

Packaging Materials

Activity

What two basic materials are used for egg cartons?

Plastic and styrofoam Recycled cardboard

Let’s critique this design

http://b.fastcompany.net/multisite_files/codesign/imagecache/slideshow_large/slides/friss-biotojas-20.jpg

FOOD PACKAGING TECHNOLOGY

MODIFIED ATMOSPHERE PACKAGING

http://www.thantawan.com/images/domes_Active%20breathable.jpg

Deliberately changes the atmosphere around the food product for the purpose of extending shelf life.

Current methods

1. Using vacuum to remove the normal atmosphere

2. Adding a defined gas mixture (the optimum composition of this mixture is highly dependent on the particular food product)

http://guelphmercury.blogs.com/fuel/2009/03/using-carbon-monoxide-to-extend-shelf-life.html

Factors to consider when deciding to implement a MAP process for a product

1. The food itself2. The packaging material (structure and

equipment) 3. The gas mixture and the volume of gas

required

Selection of the gas or mixture of gases

The keystone of the processThere are three main gases used in MAP: Nitrogen, carbon dioxide and

oxygen

http://2.bp.blogspot.com/-XB6wPbI-hzE/T5Bee-feq4I/AAAAAAAAANw/-v4Nt9mCRRo/s1600/Atmosfera_modificada.png

Carbon dioxide

It can be bacteriostatic and fungistatic Highly soluble in water and fats, so can

cause package shrinkage Directly inhibits the growth of bacteria

and mold. However, because it dissolves in

products with high fat and water content, it may cause the package to shrink around the product, and may add an acidic taste.

Nitrogen

Mainly used to replace oxygen. An inert, odorless gas which is not soluble in water or fats, etc.

Does not dissolve in water and fats, and thus does not inhibit the growth of microorganisms.

It is, however, and excellent "filler" gas used to prevent the collapse of the package and provide mechanical protection for fragile products.

It displaces oxygen, thereby preventing or delaying oxidative reactions, such as fat rancidity, in foods.

Displacing oxygen also indirectly retards the growth of aerobic microorganisms, which thrive in oxygen.

Oxygen

Usually avoided, but required in some cases (e.g. to keep meat red, avoid anaerobes in seafood)  Used in only a limited way.

a) In fresh vegetables, oxygen permeable films are used to prevent the "suffocation" of the gases that vegetables produce naturally when respiring.

b) In fresh fish, oxygen prevents the growth of anaerobic bacteria—some of the deadliest bacteria, such as Clostridium botulinum, grow without oxygen!

Oxygen

In some cases, oxygen is used to improve the appearance of foods; red meat would not be red without exposure to oxygen.

http://www.soxal.com/image/photoelement/pj/map33242.gif

Successful MAP

http://www.chandraassociates.com/images/Slide3.JPG

Aseptic packaging

Aseptic = sterile Aseptic packaging

= sterile packaging

Aseptic package

One which has been sterilized prior to filling with sterilized food

Shelf stable product > 6 months at room temperature

http://www.mediacrayon.com/wp-content/uploads/2011/07/purepak2.jpg

Packagingsterilization

Packaging materials

PackageHermetic sealing

Productsterilization

Package manufactureOr Assembly

Package filling

Raw product

HEPA filter maintainspositive air pressure

General Aseptic processing layout

Commercially sterilized product UHT

Pre-sterilized containers withhermetic seals

Filled in anatmosphere free ofmicroorganisms

Aseptic cartons

Made of three basic materials that together result in a very efficient, safe, and light-weight package

Each material provides a specific function

http://i01.i.aliimg.com/img/pb/778/429/370/370429778_194.jpg

Aseptic cartons

Paper (75%) – strength and stiffness

Polyethylene (20%) – barrier to microorganisms, heat seal

Aluminum foil (5%) – keeps air out, light, and off-flavors

http://www.milkunleashed.com/images/aseptic-milk-packaging-layers.gif Tetra Pak (Canada)

Aseptic cartons and recycling

http://www.tetrapak.com/publishingimages/materials_aseptic_carton.jpg

Question

In terms of source reduction through minimal use of packaging materials, a typical single-serve aseptic package (“drink box”) is the best package because of its:

 a) 97%/3% packaging-to-product ratio (by weight)b) 97%/3% product-to-packaging ratio (by weight)c) 65%/35% product-to-packaging ratio (by weight)   

Question

Design of a package for aseptic processing requires

a) excellent oxygen barrier

b) high moisture barrier

c) high temperature resistance and low oxygen barrier

d) use of aluminum foil (always)

http://jhamjhamrunner.files.wordpress.com/2012/10/1.jpg

Question

Design of a package for aseptic processing requires

a) excellent oxygen barrier

b) high moisture barrier

c) high temperature resistance and low oxygen barrier

d) use of aluminum foil (always)

http://jhamjhamrunner.files.wordpress.com/2012/10/1.jpg

Microwavable packaging

Has seen some leaner years but now it is increasing

58% of microwavable foods are frozen foods

Package characteristics

In most cases, the package should be of a microwave-transparent material.

Transparent materials absorb the microwaves They do not heat up Paper has some moisture and it heats up –

negligible Best – plastics (LDPE, HDPE, PP, PET) Less common - glass

transparent absorbentreflective

Geometry

More uniform heating with rounded corners

Oval or circular shapes reduce corner heating

The more surface area openly exposed to microwave energy, the more evenly the product will heat.

Optimal configuration: annulus or doughnut

Microwavable packaging design

For Exam

What are the basic functions of packaging? Justify the choice of a package (and

material) for a particular food product Advantages of one material over the other

Aspects of microwavable package design Food ‘map’

Remember the lab activities Packaging Matrix

MAP and aseptic packages

Example

As a packager of fresh meat, you must choose between the following two atmospheres for the inside of the package:

(1) 60% oxygen + 20% carbon dioxide + 20% nitrogen, or

(2) vacuum packaging. List one advantage and one disadvantage

for each option.

Answer

(1) 60% oxygen + 20% carbon dioxide + 20% nitrogen Advantages:

1. The high oxygen atmosphere favors the formation of oxymyoglobin, which gives the nice red color to fresh meat.

2. The presence of nitrogen helps prevent the collapse of the package

Disadvantage:

1. Interaction of oxygen with lipids may produce undesirable flavor changes due to oxidation

(2) Vacuum packaging:

Advantages:1. Prevents rancidity due to

oxidation of lipids (lack of oxygen)

2. Prevents the growth of aerobic microorganisms and extends shelf life of the meat

 Disadvantage: May induce growth of

anaerobes such as C. botulinum and some pathogens (safety)

Microwavable packaging design

D = 2-2.5 dp; cylindrical container

D = dp/1.5 for a frozen product

Cooked peas

dp =

D =

Microwavable packaging design

D = 2-2.5 dp; cylindrical container

D = dp/1.5 for a frozen product

Ham

dp =

D =