Logo, Packaging, And Production – It’s all about Manufacturing!

What is a Trade Name? A trade name is the legal name of a company that identifies it to customers. A trade name is the legal name of a company that identifies it to customers.

What is a Trademark? A Trademark is a name of graphic symbol of the combination of both used to identify a product. A Trademark is a name of graphic symbol of the combination of both used to identify a product.

Qualities of a Good Trademark Easy to see and recognize Easy to see and recognize Adaptive for advertising and packaging Adaptive for advertising and packaging Timely and in good taste Timely and in good taste

What is a Brand Name? A brand name is used to identify and differentiate a product from it competitions. A brand name is used to identify and differentiate a product from it competitions.

12 Simple Rules for a Brand Name Simple Simple Short Short Easy to spell Easy to spell Easy to read Easy to read Easy to recognize Easy to recognize Easy to pronounce Easy to pronounce Timely (keeping with the time) Timely (keeping with the time) Adaptive for advertising Adaptive for advertising Adaptive for packaging Adaptive for packaging In good taste (not offensive) In good taste (not offensive) Pleasing to hear Pleasing to hear Suggestive of the product Suggestive of the product

1. What is a Trade Name? A. A slogan used to identify a product B. A tag line C. The legal name of a company that identifies it to customers D. A name given to a product while it is in the design stage

2. Which of the following is a quality of a good trademark? A. Easy to recognize B. Adaptive for advertising and packaging C. Timely and in good taste D. All of the above

3. What company does the trademark below belong to? A. McDonald’s B. Nike C. Converse D. Target

4. What is a brand name? A. It identifies and differentiates a product from its competition B. It is the logo a company uses to identify itself C. It is a tag line given to a product D. None of the above

5. Which of the following is not one of the simple rules for a brand name ? A. Keep it short B. Keep it simple C. Keep it complicated to help people remember D. Keep it timely (keeping with the current time and trends)

The Two Types of Advertising Product Advertising – promotes a specific product Product Advertising – promotes a specific product  Tag Line – promotes a company in general or a specific idea

4 Basic Ingredients of a Good Advertisement Attract the attention of customers through physical means Attract the attention of customers through physical means  Size of the print advertisement or the length of the radio or television commercial  Big, bold headlines or dramatic voices  Effective use of color  Startling or interesting pictures and graphics

4 Basic Ingredients of a Good Advertisement Inform and build interest in the product Inform and build interest in the product  Convert attention to interest  Inform through copy or audio –  What is available?  What are the properties of the product?  Where can the product be purchased?  What price advantages does the product have?

4 Basic Ingredients of a Good Advertisement Persuade or create a desire to own the product Persuade or create a desire to own the product  Create a brand or product acceptance  Reinforce previous purchases of the product  Establish a trademark or brand name

4 Basic Ingredients of a Good Advertisement Produce Produce Action  Cause people to buy a product  This includes common marketing tools such as coupons, manufacturer’s rebates, free gifts, and recipes on the package

6. What are the two different types of advertising? A. Tag line and brand name B. Paper and billboards C. Product advertising and legal advertising D. Product advertising and tag line

7. Which of the following is not one of the 4 basic ingredients to advertising? A. Attract B. Inform C. Persuade D. Product an action E. All of the above

Developing an Advertisement When developing an advertisement you would use a copy platform When developing an advertisement you would use a copy platform Copy Platform – lists the main objectives of the advertising campaign and the strategies to meet the goals Copy Platform – lists the main objectives of the advertising campaign and the strategies to meet the goals

Steps to Developing an Advertisement Copy - Determines what will be said to the customer Copy - Determines what will be said to the customer Approaches to Copy Approaches to Copy Logical appeal – stress low price, life of the product, dependability, ease of use, efficiency Logical appeal – stress low price, life of the product, dependability, ease of use, efficiency Emotional appeal – stress is on peoples desires - attractive, popular, successful, or intelligent Emotional appeal – stress is on peoples desires - attractive, popular, successful, or intelligent

Steps to Developing an Advertisement Layout – arranges elements into a pleasing format including Layout – arranges elements into a pleasing format including Headlines and captions Headlines and captions Pictures and/or art Pictures and/or art Company trademark, product brand name, and slogans Company trademark, product brand name, and slogans Copy (the printed message) Copy (the printed message)

Steps to Developing an Advertisement Production - Comprehensives are made and sent to the publication or printer Production - Comprehensives are made and sent to the publication or printer Comprehensives are exact copies of the advertisements as it is to appear on the publication Comprehensives are exact copies of the advertisements as it is to appear on the publication

8. What are the steps to developing an advertisement? A. Attract, inform, and persuade the customer B. Create a copy platform, produce a layout, send to production C. Create a layout, create the copy, and send to production D. None of the above

What is Packaging? Packaging is the way in which a product is presented to a customer. Packaging is the way in which a product is presented to a customer. A good package attracts attention, informs, and persuades customers. A good package attracts attention, informs, and persuades customers.

Packages Should Meet 3 Major Criteria It must contain and protect the product during shipment and display in stores. It must contain and protect the product during shipment and display in stores. A good package attracts attention, informs, and persuades customers. A good package attracts attention, informs, and persuades customers. It must provide product use directions and related information. It must provide product use directions and related information.

Steps to Designing a Package Analyzing the packaging needs Analyzing the packaging needs Selecting a proper container Selecting a proper container Preparing graphics for the package Preparing graphics for the package

Analyzing the Packaging Needs Factors to be considered: Factors to be considered: Type of Product Type of Product Need for protecting and transporting Need for protecting and transporting Customer desires and attitudes Customer desires and attitudes A written description is A written description is used to determine the needs.

Analyzing the Packaging Needs The written description when analyzing the packaging needs includes: The written description when analyzing the packaging needs includes: Product Description: Product Description: Product Name Product Name Physical Form – solid, liquid, paste, gel, etc. Physical Form – solid, liquid, paste, gel, etc. Product Characteristics – fragile, corrosive, abrasive, etc. Product Characteristics – fragile, corrosive, abrasive, etc. Typical Quantity sold – each, pair, dozen, etc. Typical Quantity sold – each, pair, dozen, etc.

Analyzing the Packaging Needs Protection Requirements: Protection Requirements: Moisture Moisture Breakage Breakage Theft Theft Dirt, grease, Dirt, grease, other outside elements Evaporation Evaporation Bright light Bright light

Analyzing the Packaging Needs Informational Requirements: Informational Requirements: Information required by law Information required by law Safety considerations Safety considerations Care and use Care and use Manufacturer’s name and address Manufacturer’s name and address

Analyzing the Packaging Needs Market Considerations: Market Considerations: Size and shape preferred by the customers and retailers Size and shape preferred by the customers and retailers Quantity of products bought at one time by the retailer and the customer Quantity of products bought at one time by the retailer and the customer Ease in handling, opening, and resealing Ease in handling, opening, and resealing Type of display (shelf, rack, etc.) used to hold the product in the store Type of display (shelf, rack, etc.) used to hold the product in the store

Choosing the Container The material and container shape should be chosen to address: The material and container shape should be chosen to address: Cost Cost Availability Availability Ability to meet the package requirement Ability to meet the package requirement Ease of manufacture Ease of manufacture Ease of placing the product into the package Ease of placing the product into the package Environmentally friendly - biodegradable or recyclable Environmentally friendly - biodegradable or recyclable

Biodegradable Designs Biodegradable products have the ability to break down, safely and relatively quickly into raw materials of nature and disappear into the environment. Biodegradable products have the ability to break down, safely and relatively quickly into raw materials of nature and disappear into the environment. A biodegradable product is any material that come from nature – plant-based, animal-based, or natural mineral-based A biodegradable product is any material that come from nature – plant-based, animal-based, or natural mineral-based

Choosing the Container Types of packages include: Types of packages include: Plastic Plastic Glass Glass Metal bottles Metal bottles Jars Jars Cans Cans paperboard paperboard

Biodegradable Designs Common products that biodegrade Common products that biodegrade Cotton (1-5 months) Cotton (1-5 months) Paper (2-5 months) Paper (2-5 months) Rope (3-14 months) Rope (3-14 months) Plastic coated milk cartons (5 years) Plastic coated milk cartons (5 years) Plastic bags (10-20 years) Plastic bags (10-20 years) Tin cans ( years) Tin cans ( years) Aluminum cans ( years Aluminum cans ( years Glass bottles (1 million years) Glass bottles (1 million years) Plastic bottles (forever) Plastic bottles (forever)

Recyclable Designs Recyclable materials can be collected, re- processed and resold as a product Recyclable materials can be collected, re- processed and resold as a product Examples of recyclable materials: Examples of recyclable materials: Glass Glass Aluminum cans Aluminum cans Magazines and paper Magazines and paper Materials made of uncoated paper Materials made of uncoated paper Plastic bags Plastic bags

9. Which of the following is the definition of biodegradable? A. Products that can be used again in the manufacture of another product B. Products that have the ability to break down, safely and relatively quickly into raw materials of nature and disappear into the environment. C. Products that can me rinsed out an reused D. None of the above

10. Which of the following is the definition of recyclable? A. Products that collected, reprocessed, and resold as a product B. Products that have the ability to break down, safely and relatively quickly into raw materials of nature and disappear into the environment. C. Products that can me rinsed out an reused D. None of the above

11. Which of the following is not one of the main elements of package design? A. Protection of the product in shipping and display B. Attract, inform and persuade the customer C. Provide product use and instructions D. be plain to help keep cost low

12. Which of the following is not a step to designing the packaging? A. Produce the product B. Analyze the package needs C. Select a packaging container D. Prepare the graphics and design

13. What information is required to be on a package design? A. Safety considerations B. Directions for use C. Company name and address D. The steps of production

Preparing Package Graphics A package should be well designed and keep the attention of the customers. A package should be well designed and keep the attention of the customers.

Considerations in Package Design Product Identity: Product Identity: Trademark and brand names are clearly visible Trademark and brand names are clearly visible Package shape will help display and sell the product Package shape will help display and sell the product Description of product is clearly presented Description of product is clearly presented

Considerations in Package Design Package decoration: Package decoration: Are colors pleasing? Are colors pleasing? Do the colors go with the product? Do the colors go with the product? Is the layout uncluttered and attractive? Is the layout uncluttered and attractive? Us the printing clear and legible? Us the printing clear and legible?

Considerations in Package Design Customer acceptance: Customer acceptance: Is the package pleasing to the eye? Is the package pleasing to the eye? Does the package meet the expectations of the customer? Does the package meet the expectations of the customer?

Information the Package Should Contain Product name: Product name: Legible Legible Gives accurate description of product Gives accurate description of product Coined names accurately describe the product (made up words) Coined names accurately describe the product (made up words)

Information the Package Should Contain Descriptive information: Descriptive information: Gives the name and address of the manufacture Gives the name and address of the manufacture provides adequate directions for use provides adequate directions for use Lists necessary safety warnings Lists necessary safety warnings

Information the Package Should Contain Listing the quantity of product in the package: Listing the quantity of product in the package: Appears in a clearly visible location Appears in a clearly visible location Conforms to standard industry practice Conforms to standard industry practice Gives accurate volume or weight measures when appropriate for the product Gives accurate volume or weight measures when appropriate for the product

14. Identify the product name on the package shown. A B C D

15. Identify the descriptive information on the package shown. A B C D