National Schools Packaging Design Challenge

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National Schools
Packaging Design Challenge


2011



Coolgate Oral Care

Coolgate
-

Professional Pty Ltd

Corner Street
-

Sydney, New South Wales



FIGHT CAVITIES THE
COOL



WAY


Sara Ho

Year 11 Design and Technology Course

Glenwood High School
-

Sydney, New South Wales

Teacher: Mr. D Lewers

Secondary Years 10
-
12

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School





What is packaging?


The packaging of a product can be just as significant as the product itself. In basic terms, packaging is the science, art an
d
technology of enclosing and/or protecting a product. Without packaging, the storing, distributing and selling of products
would n
ot be possible.

Packaging is also described as a
coordinated system

of preparing goods for transport and warehousing, as well as sale and
end use. The design, evaluation and production process of packages is also associated with packaging.

Objectives of

packaging

The packaging of a product serves many purposes and they all contribute
to the good’s
availability for public consumption. These are as follows:



Physical protection
-

T
he packaging can be made to protect the product from
extreme heat or cold, me
chanical shocks, vibrations, electrostatic discharge,
and compression.




Barrier Protection
-

T
he packaging of a product can also act as a

barrier
which
keeps out oxygen,

water vapour, dust etc. This is an essential factor in package
design as

it keeps its contents clean, fresh, sterile
and safe for its intended shelf
life. For example, some packages contain Oxygen absorbers in order to extend
the shelf life of the product.




Containment or agglomeration
-

P
ackaging aids in the grouping of small

objects for efficiency.

For example,
placing 1000 pencils in one
package would be easier to transport than if they were to be packaged
individually. Some products such as liquids and powders and other bulk commodities require containment.
That is, packagi
ng them into suitable sizes for individual use.







Information transmission
-

P
ackages along with labels are used to communicate the way in which a product

or its packaging

is used, transported
, recycled or disposed of.

When packaging pharmaceuticals, food,
medical, and chemical products, some information is required by governments. Some packages and labels are
also intended for ‘track and trace’ purposes.






Marketing
-
This is an important purpose for packaging. The pr
oducts’ packaging is often used by marketers
to encourage potential buyers to purchase it.

This is concerned with the physical and graphic design of
packaging. Marketing communications can be applied to the surface of the package as well as the point of
sa
le display.




Security
-

Packaging aids in reducing theft. For example,

some packages are
purposely
made to be much larger than the product itself. The larger
packaging makes it more difficult for thieves hide it and remove it from the
store. This is
common amongst software packages

where devices are small
in size. Packages may also include anti
-
theft devices
such as RFID tags



that can be detected at exit points. This type of packaging

is a form of loss
prevention.


Purposes of Packaging

[
1A

]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School






Convenience
-

Packaging
is

desig
ned
to have features which make it convenient for primary and
secondary use.
Package can have features which are designed for convenience in distribution,
stacking, handling, displaying and selling. End users also look for convenience in opening,
reclosing
,
dispensing and sometimes reusing of packaging.




Portion control
-

Packaging allows single serving or single dosage which
contains a precise amount of contents in order to control usage. Bulk
commodities such as sugar, can be divided into suitable
-

sized packaging for
individual households.
Cosmetics and medicines in part
icular are packaged
accordingly to avoid over dosage/usage.


Comparing Packaging Materials

The iPod is becoming an increasingly popular gadget amongst teenager and the
technologically savvy. Due to the competitive nature of the market, there is an increasing
need for appealing, and environmentally friendly packaging.
When dealing with fragile
an
d expensive goods, such as the iPod, it is essential to ensure it remains safely stored
during the delivering
and selling process.
Nowadays, there is a greater emphasis on
the
disposal of material and its impact on the environment. This is why the type of
packaging
material is taken into consideration. Not only does it need to meet the requirements

of

protecting the goods,
it also
needs not to be a financial and environmental burden.

Some
of the common packaging materials
-

cardboard, plastic,
steel, alumini
um

and glass will
be compared, in relation to packaging the iPod.






ADVANTAGES:




Easily recyclable

and biodegradable
, which has a positive impact on the environment



Cardboard (corrugated cardboard in particular)
has a thermal
insulation feature, trapping most of the heat.
Batteries are affected by

extremely high/low

temperature. Overheating of the battery may cause it to
malfunction.



Cardboard for packaging (especially for liquids, such as milk) can be coated in a
special subs
tance which enables it to resist liquid.
This could be effective in
maintaining a
suitable environment for the iPod to be stored. Moisture damages
the internal structures of the electronic device.



Due to its opaque nature, it is able to stop light (in whic
h heat energy is produced)
reaching the iPod.



It is rigid,
strong,

and
crush
-
resistant
which
protec
ts

fragile contents of the iPod.

It
is light, making it easy to transport.



If packag
ing is secured properly (with very adhesive tape), theft can be avoided
.
Expensive products such as the iPod are especially vulnerable to theft.



Easily stac
ked on shelves for shop display
-

looks neat and appealing in
-
store,

attracting potential buyers to
t
he product



It is relatively cheap, making it ideal for mass production.

[ 1B ]

Cardboard Packaging

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



DISADVANTAGES:


Other materials would have to be put inside the main cardboard package in order to restrict
movement and absorb shock
, which would otherwise cause damage to the iPod.


Due to the o
paque nature of cardboard, potential buyers are not able to see the actual product.
Although
graphics may be included on the exterior of the packaging, it is not as
intriguing

as seeing
the actual product itself.


If not sealed properly, it
may

become pron
e to theft



ADVANTAGES:




Its transpare
nt nature allows the product to be seen by potential buyers.
The product appears more appealing to customers and in the shop
display.



The strength of plastic keeps the packaged item from crushing,
protecting the iPod’s fragile components.



Its flexibility allows the packaging to be

shaped in order to suit the
contours of the product. This also adds to the overall
attractiveness of the pr
oduct.



Its strength and flexibility allows
protective components to be
made. For example, a simple plastic frame which holds the iPod in
place.



It is commended for its ability to keep moisture out, due to its moisture
-
resistance. This protects
the iPod fr
om moisture,

which would otherwise be detrimental
its electrical components.



Not a good conductor of heat, the battery of the iPod is protected from the external temperature.



Although it is transparent, the product will not be affected by light penetrati
ng through the
package. (Plastic not a good conductor of heat)



Its ability to form a tight seal can prevent in
-
store theft

DISADVANTAGES:


In ord
er for the iPod to be protected, the plastic would have to be quite thick, using more electrical
power to produce which makes it more expensive to manufacture.


Not as easy to
recycle thick plastics
as they are not easily degradable. Some critics believe t
hat even
biodegradable plastics are not ideal as the carbon locked up in them is released into the
atmosphere as a greenhouse gas.


Cannot be directly printed on, like cardboard can. Therefore extra material is needed in order to
label the packaging.



Des
pite the strength of plastic, sharp objects may cause

the plastic packaging to crack during
transportation.


Plastic Packaging

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School





ADVANTAGES:




It provides an absolute barrier against water and light. This could be an ideal
packaging material for the iPod as it can protect electrical parts from
moisture.
It also blocks the heat which is produced by external light.



Due to its strength, it is diffi
cult to dent, thus protecting the fragile product

from external sources while it is being transported.



It can be recycled time and time again without its properties deteriorating. Its
unique magnetic properties allow it to be easily extracted and separate
d from mixed waste.



Due to its strength, it reduces the risk of tampering and in
-
store theft.



Can be stacked on store shelves for efficient shop display.


DISADVANTAGES:


Steel is a conductor of heat.
Batteries are affected by

extremely high/low

temperatu
re. Overheating of the
battery may cause it to malfunction.


Due to the opaque nature of steel, potential buyers are not able to see the actual product. It does
not look appealing to potential buyers.


It is difficult to print attractive graphics on the exterior, which may not give the best impression to
potential buyers.


In terms of mass production, steel is an expensive option compared to cardboard and plastic.


Other materials would be required to pro
tect and hold the iPod in place, inside the steel packaging,
such as polystyrene. This is to avoid movement of the iPod which would otherwise damage the
iPod, as it is a fragile object.


Steel is a heavier material compared to plastic and cardboard. When
transporting, this would put
extra pressure on vehicles. More fuel would be required, releasing more greenhouse gases which
pollute the air.

Steel Packaging


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School




ADVANTAGES:




Has a high level of corrosion resistance, protecting the metal components
from deterioration that can be caused by oxidation or chemical action.



Has an impermeable metal barrier to light and water vapour. This protects
the iPod from a heat source produced

by light, which would otherwise
affect its battery function. It also provides protection against moisture

which could also damage the internal structures of the iPod.



Has a good formability and a wide range of thicknesses and finishes, which make it suit
able for
use in a variety of applications. (Can be shaped to suit the contours of the iPod, making it look
more appealing)



Has a high ‘strength
-
to
-
weight’ ratio, offering maximum protection to the product with
minimum weight of additional packaging mater
ial. This saves resources minimising
environmental impact.



As aluminium packaging is often used for many cosmetic and pharmaceutical products, they can
be dependent on their good sealing ability which reduces the risk of in
-
store tampering and
theft.


DISADVANTAGES:


Due to its formability/malleability, it can be easily dented during the
transportation process.


Although aluminium is lighter than steel, it is still heavy compared to
cardboard and plastic. When transporting, this would put extra
pressure

on vehicles. More fuel would be required, releasing more
greenhouse gases which pollute the air.


Would not perform well under heat as aluminium conducts heat. If
left exposed to an external heat source, it would also cause the iPod
to heat up which damage
s the battery.



Due to the opaque nature of aluminium, potential buyers are not able
to see the actual product. Although graphics and labels can be placed on the exterior of the
packaging, it does not come across as intriguing as seeing the actual iPod th
rough the
packaging.


Other materials
would also have to be included in the aluminium packaging
to restrict the
iPod’s movement
, which would otherwise damage the fragile iPod.




Aluminium Packaging


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School




ADVANTAGES:



Due to its transparency, it allows the product to be seen by potential
buyers. The product appears more appealing to customers and in the shop
display.



It is easily recyclable and can be reused. This has a positive impact on the
environment.



Able to be
s
haped

into different forms to suit the contours of the iPod,
improving the aesthetics of the packaging.



Able to keep out mois
ture, prevents the iPod from being damaged by means of contact with liquid.
Moisture can greatly affect the internal structures of

the iPod.



Able to be tinted in various colours which can enhance the appearance of the packaging, making it
more attractive to potential buyers.

DISADVANTAGES:


Extremely fragile, easily broken if force is exerted on it during transportation or
in
-
store display. This would be a great financial burden for manufacturing
companies.


Glass is heavy, so when transporting, this would put extra pressure on vehicles.
More

fuel would be required, releasing more greenhouse gases which pollute
the air. It is also more expensive.


Stacking the packages on top of each other would run the risk of it collapsing
and breaking. This would also cause damage to the iPod itself.


Diffi
cult to incorporate a protective seal to glass packaging, leaving the iPod
more prone to in
-
store theft and tampering.


Transparency of the glass allows light to pass through, bringing heat along with it. Glass is very
adapted to the temperature around it.

If exposed to heat, it will transfer to the iPod and affect its
battery function.


Extra material would be required inside the glass packaging to restrict movement in order to
prevent damage done the iPod.



Clear labels and other graphics would have to be printed on other materials before attaching to the
glass packaging. Only this way will the information on the packaging be communicated effectively to
potential buyers.

Overall, each packaging material has
their own unique properties that make them suitable for packaging
the iPod. For some materials, their benefits outweigh their disadvantages which is what makes them more
suitable for packaging purposes. For example, there are a lot more advantages than dis
advantages for
plastic
and cardboard packaging. This is because the important aspects are taken into account by the
designers. In terms of packaging such an expensive and delicate product such as the iPod, the amount of
protection which the packaging provi
des is a priority. Despite the success of these two packaging materials,
packaging cannot re
ly solely on one material. Additional material should be included to provide maximum
quality to the packaging.

For example, if cardboard packaging is used then sof
t material such as polystyrene can
Glass Packaging


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



be used to secure the iPod, providing extra protection. The most commonly seen packaging for the iPod today is
the plastic casing. This too, uses additional material
-

cardboard paper, placed inside the packaging as a labe
l.


Products which claim to be
‘healthy’

Today, there are many products in the market that compete with others, claiming to be the ‘healthier’ option.
Graphics as well as language techniques are

used
on the exterior of the packaging to communicate the
‘goodness’
of
their product to potential buyers.
These persuasive features are emphasised and are the most visible on the
packaging. The tr
uth behind the product; that is the ‘nutritional information’
, is

often made less visible.
The words
and phrases used on three different packages will be examined.

1.

Veri Deli
(Crackers)

This range of crackers is intended for snacking purposes. It is being described as an ‘everyday snack’ and ideal for
kid’s lunch boxes
.

This suggests that this is a nutritious option for people of many ages and that it is alright to have
every day because it is beneficial to people’s health.

They aim to satisfy consumers with ‘real flavour’ provided by the
‘real ingredients’ in the crack
ers.
These are the phrases used to convey a
healthy and satisfying snack option
:


Real Ingredients. Real Flavour


Free from Artificial Colours & Flavours


No Added MSG


Exciting

range of crackers


You can enjoy everyday


Perfect as a snack


Real baked in ingredients for a delicious flavour hit


Crackers just got Veri Interesting!


2.

SPC Baked Beans

Various different flavours of

baked beans have been made available in order to encourage more consumers to
purchase
the product, e.g. BBQ flavour.

The
phrases on this packaging are aimed at parents who are looking for
nutritious f
ood which their kids will enjoy, as suggested by the phrase
‘for HUNGRY little human BEANS’.

By relating
the quantity per can to
serves of Vegies,
they are targeting the ne
eds of their target audience.

It is almost
guaranteeing a delicious and nutritious for every kid.

These are the phrases used to
convey a
del
icious and nutritional food product:


1 ½ serves of Vegies in every 220g can


High in fibre


Source of protein


99%
Fat Free


No Preservatives, Artificial Colours or Flavours


For HUNGRY little human BEANS…


Australian Made



[ 1C ]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



3.

Rice Bars


The
goodness
of this product is suggested in the name it has been given
-

Rice Bars.
It uses language which
targets parents
who are looking for healthy snacks for their kids’ lunch boxes. It has been described as
‘a
little lunchbox treat’,
suggesting that
it is something besides the ordinary foods found in a lunch box.
‘The
Goodness of Rice’
satisfies the parents, whilst the
‘l
ittle lunchbox treat’
satisfies the
children’ desires. These are the
words and
phrases used to persuade potential
buyers of this product:


The Goodness of Rice


No Added Artificial Colours or Flavours


A little lunchbox treat


Available in three great
flavours


Chocolate Chips

Products which claim to be
‘green’

As well as the competition of products with the most nutritional value, there is also
a competition between
environmentally friendly
products. Companies communicate their
green
product through
the use of
effective language on
the packaging, in the attempt to persuade people to purchase their product.

1.

Naturale
-

Toilet

Tissue


Australian Made and Owned
-

People are likely to purchase it
if the
materials used originate from the
country in which they live. It
develops a sense of trust in the buyer
, knowing that the

materials
used are from a familiar place
.


Soft on the Earth, Soft on You
-

The repetition of the word
‘soft’
emphasises the benefit of the product towards the environme
nt as
well as the buyer.

The word
‘soft’
also gives an impression that it is
gentle and has a small impact on the environment. It is suggesting that
if it is gentle for the user, it will also be gentle and beneficial to the
environment.
It is user
-
friendl
y as well as environmentally friendly.


100% Recycled
-

This shows that this product is made purely from recycled materials.
The word
recycled

has a positive connotation as most people would associate it with
being green.
This short phrase clear
and direct w
hich easily persuades people that this product is environmentally friendly.


Used office paper
-

The word
‘used’
is another word for recycled, suggesting that the product has made
use of already
-
existing material. Again, people will associate this with
being green,
lessening the need to
manufacture new material.


100% Biodegradable
-

This phrase suggests that by using this product, users are reducing the amount of
household waste created. The breaking
-
down process of this product is eased and
the deposits

would
not have a harmful effect on the environment. It encourages the reduction in ecological footprint.


Protect and conserve the Daintree Rainforest
-

Not only
is the product itself
green,
but by purchasing the
product, users are contributing to the prot
ection and conservation of the Daintree Rainforest.

This enforces the product’s aim to reduce impacts on the environment
and protect the state of natural
habitats and animals alike.

It also gives the product and overall
green
image.

[ 1D ]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Although the product claims to be
Australian Made,
some of its constituents could be imported elsewhere.
Users may be disillusioned by the
fact that because the tissues are made in Australia, all materials used to
manufacture it will also
Australian.
Howev
er, by consulting manufacturing companies, one could be
informed about the origins of all materials used to manufacture the product.
Naturale

also claims that their
toilet tissues are

100% Recycled.
There is a possibility that this may be a
rounded off
fig
ure to give
a
positive impression of the product. Again this may be confirmed with manufacturing companies. As well as
claiming to be 100% Recycled,
Naturale
have also claimed their product to be
100% Biodegradable.
Through conducting scientific research,
experiments and first
-
hand
investigations, evidence

can be
gathered to support this statement.


2.

Kiehl’s Biodegradable Body Soap



“Aloe Vera”
-

People may believe

that it is made from plant extracts,
giving

the
impression that it is made to suit the environment. As it is made from a natural element,
potential buyers are
likely to believe that it is harmless to the environment.




Minimize the impact we have on our environment
-

This further convinces users th
at by
using this product, they will be reducing the amount of harmful substances deposited
into the natural environment which also releases the pressure put on it.
The fact that the
label has referred to the environment as being
‘our
environment’;

it raise
s more concern
in the user. By including potential buyers in the product’s aim, they are likely to
persuade them that this product is good for the environment.




Benefit green initiatives

around the globe
-

This enforces the

product’s objective to

reduce
en
vironmen
tal impacts worldwide. As the initiatives are described as being
green,
their aim to be
environmentally worthy is made clear.






100% Biodegradable Ingredients
-

As the soap is purely made from ingredients degrades naturally,
when the contents of the product are deposited into the environment, it will have
not have any
harmful effects.

Again, it encourages the reduction of ecological footprint.
This fact is highly convincing
in its ability to meet the needs of
green product.


Although
this biodegradable body soap contains
Aloe Vera
as one of its ingredients, the quantity

of it is not
specified on the label. It also does not specify

whether the soap is made from extracts from the Aloe Vera plant
itself. It is a possibility that
“Aloe Vera”
refers to the fragrance of the body soap. This fact can be confirmed with
the manufacturing company of
Kiehl’s
.
This product also claims that all money made from its sales will
all
go
towards
green initiatives
around the world.
Considering this product has been sponsored by
Brad Pitt (American
actor & film producer),
this claim can be questioned. It can be proven by consulting the
Kiehl’s
company which
deals with their product’s proceedings.
At the same time, the number of global

initiatives in which this product
benefits can also be founded out.
The claim of being made from
100% Biodegradable
ingredients

can be backed
up with scientific evidence through research, laboratory experiments and first
-
hand investigations.







|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



3.

Earth Choice
-

Dish washing liquid


Drastically
Reduces Chemical Waste

& Pollution
-

The key word in this phrase is
‘drastically’
.
It suggests that the product has the ability to greatly minimise the
impact on the environment by reducing the deposits of
chem
ical waste
and
pollution,
which other dish washing liquids may otherwise produce.
On the back
label the phrase, ‘
Reduces Chemical Waste’
is
written in a bold font which
emphases their aim to reduce harmful materials in the environment. It is also
what peop
le, who are concerned with their ecological footprint, are mainly
looking for in a
green
product.



Grey Water & Septic Safe
-

The point which this phrase is attempting to make
here is the
safety
of the dish washing liquid. Even if users are unfamiliar
with
the terms, ‘
Grey water’
and/or

‘Septic’

they are able to understand their
objective in providing people with a product which is safe for the environment.
The word
‘safe’
also has a positive connotation, which creates a sense of
assurance
in the user,
which in turn convinces them that the product will have a
positive effect on the environment.



Cruelty Free (CCF Accredited
)

-

This phrase is trying to convince users that there
is an absence of ingredients which would be damaging and harmful towards
anima
l and maybe even plant life.

People often relate the word ‘
cruelty


to the
act of torturing animals
-

Animal Cruelty.
Therefore users may be lead to the fact that by using this
product, they are in fact creating a safer environment for animal life. The
CCF Accredited
is quite
irrelevant and superficial, as most people would be unfamiliar with this acronym.
CCF (Chose Cruelty
Free)
is in fact a non
-
profit organisation who survey companies which claim to sell products that have
not been tested on animals a
nd do not contain cruelly
-
derived ingredients. For a product to be
accredited

by the
CCF

means that the product satisfies the
CCF’s
criteria. However, majority of people
are
only able to relate to the word

accredited’,

meaning
given approval
, creating a s
ense of trust in the
user.



Recycled P.E.T Packaging
-

Some people may be unfamiliar with the term
‘P.E.T’
which is an acronym for
PolyEthylene Therephthalate. It is polyester used for packaging material, mainly used for beverage packaging.
However this is

not significant to the aim of this phrase. Users are familiar with the word
‘Recycled’
and this is the
main point it is trying to make. Not only are the contents inside the packaging environmentally friendly, but the
packaging itself is also made from alr
eady
natural

material
s
. This convinces users that this product is in fact
green
overall.




We invite
any suggestions, questions or comments you may have about
environmental issues
-

This is an open statement

posed to users and potential
buyers. It shows that

it is in the interest of


Natures Organics’

to address issues
concerning the environment.
This enforces the fact that
the product’s
intention is to
encourage the use of en
vironmentally friendly products a
nd by accepting feedback
from users; they aim to improve their standard and quality of their product. This is
highly persuasive in that the product has clearly stated its objectives for being

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



beneficial to the environment.


The claim in reduction of chemic
al waste and pollution can be verified and proven through scientific testing
and undertaking first
-
hand investigations. It can be compared to other dishwashing liquids which also claim
to be
green,
to test the just how beneficial
Earth Choice
is.
Because t
he
Cruelty Free
claim is in fact
accredited
by the
CCF,
a non
-
profit organisation,

this claim can be deemed valid. The product must have
undergone several tests to have met certain requirements laid out by the
CCF.
However, if in doubt,
contact details of
ha ‘
Natures Organics’
have been included on a label on the back of the packaging
which
allows
one
to
question certain aspects regarding
environmental issues. Again, manufacturing companies of
the packaging can be consulted to gather details about the recyc
led materials used to manufacture the
packaging of this product, in order to prove the claim they have made.



Ethics of Marketing on Packaging

Ethic
s is also known as moral philosophy. It is generally regarded as

the process
of adhering to a s
et of moral values or rules in a way that will not become
offensive towards a particular group in society.

Ethical marketing on packaging
refers to the application of ethics into the marketing process. It
generally
results in a more sociably responsible
an
d culturally responsive business
community.

The ethics of marketing on packaging are an essential aspect of the packaging design process. The ethical
aspects of

texts and images and packaging design all need to be considered in the final result of the design.
Designers of packaging must also take into account the product’s potential consumers and the target
market.

They need to
be conscious of
their choice of wor
ds and graphics,

to ensure that
they are not
stereotypical of a certain group in society.

Another important aspect of
marketing on packaging is the use
of justified information and claims, and reliable statistical data.

An honest and factual representation

of the
product should be delivered to members of the public whilst adhering to moral, cultural and social values.

This is particularly prominent in products which claim to be
green
and/ or
healthy.

Convincing statements
are made on packaging in order to
persuade potential buyers to purchase the product. The pros and cons
of this method of marketing will be discussed.



Points

f
or

making ‘green’
or
‘health’ statements on packaging



Green statements
are used to
raise awareness of the harmful impacts which some packaging could have
on the environment. E.g. products which are made from recycled materials can give consumers a reason
to choose a certain product over another one, due to the impacts it has on the envir
onment.



It encourages the pubic to take initiative and act responsib
ly when disposing the packaging. For
example,

products which contribute a part of their money earned in sales towards environmental
conservation acts.




Health statements allow buyers to be informed
about the nutritional value of the products they may be
purchasing
, creating a sense of trust in the buyers.



Potential buyers are presented with a positive and beneficial impression of the product. The product
s
are more likely to sell if people are able to
read and understand the product’s objectives regarding their
nutri
tional value.

[ 1E ]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School




Points
against
making ‘green’ or ‘health’ statements on packaging


Green/health statements on packaging are often written in brief and
details are not able to
be specified.


In the attempt to persuade buyers to purchase their product, the green/health statements
may be misleading, leaving buyers with false information abo
ut the product.



Creates a competitive market as almost all products make similar claims on health and/or
impact on the environment.


Controversy arises when claims made through green/health statements are challenged and
proven to be false.

Ve
rbal and Visual Language

The combination of both word phrases and visual representation in the form of graphics is necessary to
communicate the aims and features of a product effectively to a range of audiences.

PRODUCT 1: Tiny Teddy Variety Pack


This product is contained in a plastic packaging which highly depends on the use of
graphics in order to connect with its target audience
-

school children and their
parents. Whilst the visual representations are persuasive and attention grabbing
amongst th
e young children, the phrases within the packaging is aimed at convincing
adults (parent/s of the children) to purchase this food item for their children.

The brand name of the product
-

Tiny Teddy

is written in a big font which is easily
recognisable. It
is also presented as part of the illustration, making it more intriguing
to children. The phrase, ‘
Variety, No Artificial Preservatives’
ensures the parents that
by purchasing this product for their children; they are providing them with a snack item whic
h offers
variety and a lack of artificial ingredients.

In the top right hand corner of the packaging there is an image of school books, in a shape which almost
represents a stamp. This suggests that the product has been
approved
. It includes the phrases,

school
canteen’, ‘Meets Amber Guidelines*’
to create a sense of assurance in parents in that it meets the
standards of a ‘
school canteen’.
It also lists clearly the features of their product which makes them suitable
snacks for children:

600Kj Energy,


3g Saturated Fat,

1g Fibre per serve.

The packaging designer has used cartoon graphics which are familiar to school children. As well as listing
the various flavours in text form, they are also depicted in the form of visuals. The picture of the
Chocolate
,
Honey and Choc
-
C
hip

Teddies is a means of visual communication between the product and children. The
packaging is bright and strives with colour, making is appealing to children. Parents would agree to
purchase this snack item for their children by sense

of obligation.

Overall, this packaging design effectively combines the use of visual representations and text to create
meaning for their target audiences.


[ 1F ]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School




PRODUCT 2: Weight Watchers
-

Ginger Kiss muffin bar

This product is contained in a cardboard packaging which uses both visual
and literal communication methods in order to present the product to its
audience.

This food item is ideal for people who are on the lookout for a satisfying
and filling snack which

is also nutritious at the same time. People are
almost immediately guaranteed that this is a healthy snack option due to
the brand
-

Weight Watchers.
Although this is supposedly a
‘healthy food’
it claims that it can still be
delicious and satisfying.

Wei
ght Watchers ginger kiss muffin bar has a
‘creamy filling’
and is a snack which one can
‘indulge’
without having to worry about the ‘health costs’. On the front of the box it also has the phrase
‘very
high in fibre’
with a tick (
) beside it. This depicts
and tells of the nutritional value of this product.

However, these phrases alone do not effectively create meaning for the audience. Food items in
particular require some form of visual representation of their product in order for it to persuade
potential

buyers to purchase it. The packaging designer for this product has included a photograph of
one serving suggestion. Together with the descriptive phrasing of
‘indulge yourself with these lightly
spiced muffin bars with a creamy filling’,
audiences are abl
e to ‘connect’ with this product. I.e. the
audience are actually able to see the
‘creamy filling’
as stated on the front of the packaging, without
having to visualise it themselves.

On the back of this package there is a section named
‘Handy Hints’
which
provides people with
suggestions on consumption. The suggestions are written with a positive tone which encourages
people to try it for themselves. Phrases such as
‘Great snack’, ‘perfect for morning and afternoon
coffee breaks’,
and
‘sweet treat’
are all
positive
-

sounding and work with the image presented, creating
meaning for their target audience. The illustration accompanies what has been stated in words,
enhancing the audience’s understanding of the product presented to them.


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School





Name of product:


Coolgate


(Children’s toothpaste)

Manufacturer:


Coolgate
-

Professional


Purpose:



1
From the time children start to develop teeth and use them on

a daily






basis, their oral health becomes increasingly important.

Due to the









higher
fluoride level
s

in the range of adults’ toothpaste, it is not







particularly
suitable for children. As children have smaller teeth

and






are less tolerant towards fl
uoride intake, an individual range of







toothpaste is necessary to cater for their needs.

Fluoride in various forms is an active ingredient used in the majority of
too
thpa
stes to prevent cavities. However, if a child receives too much fluoride
during

tooth development they are at risk of developing
dental fluorosis,
a

health condition characterised by staining
or cracking of the teeth.
A separate
range of


kid

s toothpaste’
is formulated with a lower fluoride level compared to
‘adult

s toothpaste’.
This is the range which this toothpaste tube will be
designed for.

This
toothpaste tube is designed to provid
e children between the ages of 2 and
6

with an enjoyable teeth
-
brushing experience

as well as taking care of their oral
health.

The cap of the too
thpaste tube is designed to allow small amounts of
toothpaste
to be
squeezed out

and the
toothpaste tu
be
squeezer
is a
fun
and

interestin
g way to teach children to
‘squeeze from the bottom’.
Both of these
features are made to depict
‘puppy dog’

features which is appealing to young
children. From a young age, children should develop a good habit of brushing
their teeth and this toothpaste tube aids parents in
helping their children do so.

This toothpaste tube also aims to be environment
ally friendly
by making use of
recently
introduced

bioplastics

(biodegradable plastics)

and compostable
adhesive, a water
-
based adhesive suitable for flexible packaging on the basis of
biodegradable plastics.

This will also be a stand
-
alone package, elimin
ating the
need for a cardboard box packaging.





Target market/audience:

Kids Coolgate Toothpaste has a target audience of parent(s) with







children in their immediate family generally aged between 2 and







6 years of age. This is however only

a recommended age and may vary






depending on the individual child. Some parents may be more







conscious about their child’s fluoride intakes as they may not be able






to spit out the toothpaste after brushing. In this case, non
-
fluoride







toothpaste

is recommended. However, this product is mainly aimed






at parents who are looking for fluoride toothpaste

which can protect






against cavities. It will come in an interesting flavour and form which






is appealing to young children a
nd in an easily manageable, hassle
-
free






tube.





1

http://en.wikipedia.org/wiki/Main_Page


Your Design
-

the Basics

SECTION 2

[2A ]

[2
B

]

[2
C

]

[2
D

]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Market Survey
-

Q
uestions, Results and Analysis:

Market Survey
-
Kids Colgate Toothpaste
-

(Results)

Personal Information:





























Response

Yes

No

No.
people

12

0

No.
Children

1

2

3

4

4 >

No. of
parents

3

5

3

1

0

Age range
(years)

0
-
1

2
-
3

4
-
6

7


No. children
in age range

2

6

7

3

[2
E

]

2. How many children do you have in your immediate family?


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School




Market Research:




























Response

Yes

No

Sometimes

No. of
people

11

1

0

Brand

Colgate

Oral
-

B

Sensodyn
e

Other

No. of
people

8

2

1

1

Reasons why/why not:

o

Yes
-

Healthy teeth

o

Yes
-

Ad
ult toothpaste is too sensitive
on
their teeth

o

Yes
-

Require toothpaste with lower
fluoride level

o

Yes
-

Suitable fluoride level

o

Yes
-

adult toothpaste has too strong a
flavour

o

Yes
-

smaller tube is easier to manage

o

No
-

the brand we (parents) use seems to
be a better product.

*some responses were similar

*
Other brands included:
Crest

5. Which brand of toothpaste do you purchase for your children?


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School




6. What is the reason why you choose this brand (Qu.6)?

















7.
What do you think encourages children to brush their teeth?

o

Maintain clean, healthy white teeth
-

avoid cavities which are painful

o

Parental encouragement

o

Their toothbrush + watching their role models brush their teeth e.g. ‘The Wiggles’

o

The ‘themed’ packaging + song they learnt about brushing teeth

o

Flavour of the toothpaste + style of toothbrush

o

Colour, flavour and scent of the toothpaste

o

‘Fun’ and ‘int
eresting’ flavours + favourite cartoon characters on the label

o

Children enjoy having the choice of toothpaste flavour + they don’t want ‘black holes’


*some responses were similar




Reason

Brand you
use
yourself

Brand you
know and
trust

It was
recommended
to you

Your

child/children
respond well to it

Other

No. of
responses

8

5

3

6

2

Other reasons include:

o

The label has pictures on them
e.g. “Shrek” which appeal to
my kids

o

Price and availability

o

Kids like the cartoon themes

o

Scent and appearance of the
toothpaste



|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



8.
Number these features in the order of importance (according to you for the
benefit of your
child/children) from 1 to 7:

* 1 being the most important, 2 being the second most important etc.



Questions relating to the ‘new packaging design’:

9. Have you come across a similar package to this one in stores?











Features of toothpaste


Fun and
interesting
flavours

Eliminating
bad
breath

Protect
against
cavities

Clean and
fresh
feeling

Attractiveness
of the
toothpaste

Teeth
whitening

Removal of
plaque on
teeth
(Tartar)

Parent 1

3

5

1

6

4

7

2

Parent 2

6

3

1

4

5

7

2

Parent 3

6

3

2

4

7

5

1

Parent 4

4

3

1

6

5

7

2

Parent 5

4

5

1

6

3

7

2

Parent 6

7

3

2

4

6

5

1

Parent 7

4

5

1

6

3

7

2

Parent 8

3

6

1

5

4

7

2

Parent 9

6

4

1

3

5

7

2

Parent 10

6

4

2

3

7

5

1

Parent 11

6

3

2

4

7

5

1

Parent 12

3

5

1

6

4

7

2

Response

Yes

No

Maybe

No. of
people

1

9

2


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School








10.
What are the features of this packaging you like, and why?

o

Toothpaste squeezer for ease of squeeze

o

Dog figure for the cap
-

appealing to children

o

Interesting and appealing flavours

o

The toothpaste squeezer

o

Plastic tube
-

easy to use

o

The way the toothpaste comes out
-

fun and friendly to children

o

Simple and effective logo

*some responses were similar

11.
What are the features of thi
s packaging design you dislike and why?

o

Promotion of bubble
-
gum flavour
-

not healthy for teeth
and shouldn’t be the flavour of a toothpaste

o

The size of the tube is too large, too wide at the widest end
-

difficult for children to handle

o

The hole where the
toothpaste comes out is opened
-

toothpaste will dry out and clog up

o

Rubber cap
-

too expensive for production and impacts the environment.


12. What are the features of this design you feel should be changed and why?

o

Bubble
-
gum flavour should be replaced
with fruit flavours

o

Pointy corners of the tube should be ‘rounded’
-

safer to use for young children

o

Make the toothpaste tube narrower
-

more practical

o

The opened hole where the toothpaste comes out
-

the toothpaste may dry out and clog the opening

o

Toothpas
te tube size
-

a smaller tube allows children to handle with ease, they like to be independent


13. Overall, do you think this is an appealing design?








Response

Yes

No

No. of
people

12

0

Similarities to current design include:

o

Cartoon style images

o

Shape of the tube

o

Use of plastic for tube

o

Fruit & bubble
-
gum flavour

Differences to the current design include:

o

Dog figure cap

o

Toothpaste squeezer

o

Hook hole at the end of tube for storage

o

The way the toothpaste is squeezed out


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



14. Would you
choose this packaging over the current one?









15. Do you think that your child/children will respond well to this packaging design? Comment and
briefly explain.

o

Yes

my children would respond very positively to this design. It is an attractive packaging and
use words such as ‘cool’ and ‘fun’ to entice them.

o

Yes, my
child

would respond well to this design as it is novelty and has the ‘fun factor’. It will
definitely encourage them to brush their teeth on a regular basis.

o

Yes, both my children will enjoy using this product as they have a dog themselves and can
relate well
to it. The will find the toothpaste squeezer very amusing and is definitely
appealing to all young children.

o

Yes
-

she would
love the idea of themed designs as they find it engaging and interesting. The
doggy figure head adds a ‘fun’ factor to
brush time.
They also look forward to the fruity
flavours which the toothpaste has to offer.

o

Yes
-

the packaging would be very appealing to my child and will give him an enjoyable
experience when brushing his teeth. It makes my job as a parent easier.

o

Yes, my childre
n would respo
nd quite well to this style of packaging
as it allows

them to
engage in brushing time and maintains interest. It will be a great way for them to develop a
good habit of brushing day and night.

o

Yes, children love something different and cute.
I am sure they would look forward more to
brushing their teeth.

o

Yes, my 3 year old will definitely find this packaging interesting and fun. She has always
though brushing her teeth was boring and is quite a tedious experience for her. This different
idea
of packaging may just help her overcome this stage.

o

Probably
-

my children do not usually choose the toothpaste they use. However this
packaging is an interesting idea which my children will most likely enjoy using very much.
They love their independence and I think they would respond well to this easy to us
e
toothpaste tube.

*some responses were similar



Response

Yes

No

Possibly

No. of
people

6

1

5


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Analysis of Survey Results:

Firstly, I aimed to obtain some personal information about the twelve people who were undertaking this
survey. As the target audience for my product are parents who have child
ren in their immediate famil
y
generally aged between 2 and
6 years of age, I considered the survey results of the people who fitted these
criteria. All twelve people surveyed were parents who had at least one child in this age range. Most of the
children o
f these parents also come from the age ranges of 2
-
3 and 4
-
6. This makes the results of this
survey reliable and relevant.

It is found that 11 out of the twelve people I surveyed purchase ‘Kids Toothpaste’ for their child/children.
They believe that it is
better for their child as compared to adult’s toothpaste because children’s
toothpaste is specially formulated with a low fluoride level which is suitable for children who are at their
critical stage of teeth development. Also, the flavours of adults’ toot
hpaste are often too strong for
children and require a more mild and pleasant taste as well as scent. Due to the popularity of the use of
children’s toothpaste, it would be worthy of investing time and money in providing parents and their
children with a p
ractical and functional packaging.

As well as the form of the packaging, consumers also look for brands they trust. Particular features of a
brand are what cause people to choose one brand over another. According to the results of my survey, the
most commo
nly purchased brand of toothpaste is
Colgate.
When asked why people choose the brand they
do for their children the most common response was ‘it is a brand you use yourself’, followed closely by
‘your child/children respond well to it’. As the packaging designer, these are two aspects which should be
considered when deciding what to include on the label. As
Colgate
seems to be the more widely used
product, I will be using the features of this brand as a guideline for my product.



As one the aims/purposes of my packaging design is to pro
vide children with an enjoyable teeth
-
brushing
experience it was appropriate to gather opinions from parents about things which they believe encourage
their children to brush their teeth. It is found that children respond well to
‘themes’
and cartoon type
characters on the label of their toothpaste. Choice and variety of flavours is also an important feature of
kid’s toothpaste. Parents can play a big part in encouraging their children to develop a good habit of
brushing their teeth. Parents are responsible

for informing their children about the importance of oral
health and therefore the label on the packaging needs to informative as well as a visually appealing.


By getting parents to number the different features of toothpaste in the order of importance,

it shows
which features should be made significant and emphasized on the packaging. The ‘removal of plaque on
teeth (Tartar)’ and ‘protects against cavities’ were the two features which were declared either the most
important or the second most important.

The others were quite varied in terms of importance for parents.
This gives me, as the packaging designer, an indication of significant features to include in my product as
well as making it evident on the packaging.

The
first draft of my packaging design

is a collaboration of initial ideas. It shows what I visualised the
toothpaste tube to look like. The input from my product’s target market was necessary to determine the
originality and feasibility of the design. The majority of the people whom I surveye
d claimed that they have
not yet come across my design in stores currently. Some of the similarities included the use of cartoon style
images, the shape of the tube and the flavours available. Since the cartoon images and current flavours of

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



kid’s toothpas
te have been proven to be effective marketing strategies, these are the features which I will
choose to maintain in my design.

Positive feedback was received from parents about some of the flavours, the use of a ‘dog figurine’ for the
cap of the toothpas
te tube, the toothpaste squeezer, use of plastic for the tube , and the simple and
effective logo. These are the successful elements of my design. I will refine these features of my design in
the final result. Some of the less successful elements of my des
ign include the promotion of ‘bubble
-
gum’
flavour,

the use of rubber for the cap,

the size of the toothpaste tube and the unclosed hole (the opening
of the cap where the toothpaste comes out). In order to improve my overall design, I will focus on
overcomi
ng the problems which may arise from these ineffective design elements. Due to this, extra
features may need to be added to my initial design as well as change and reduction in other features.
Suggestions made about design features which should be changed
should also be considered in my final
product which will also alter my initial design.

Despite some of the negatives, overall my design is appealing, as agreed by all 12 parents who were
surveyed. The majority of them would either choose or consider purch
asing consider choosing this
packaging over existing ones which shows that it is an improved ‘version’ of the current kids toothpaste
tubes.

After reading the responses from parents about how well their child/children would respond to this new
idea it has
become apparent to me that this design is not only appealing to the target audience but also
quite suitable to them. Responses have shown that this packaging satisfies the purpose for its creation
-

such as,
‘it allows them to engage in brushing time and ma
intains interest. It will be a great way for them to
develop a good habit of brushing day and night’, and ‘the packaging would be very appealing to my child
and will give him an enjoyable experience when brushing his teeth. It makes my job as a parent easi
er’.
This
feedback is a further indication of the aspects of my package design which I should focus on developing
and changing in order to create an ideal packaging which satisfies the needs and desires of potential
buyers.


After analysing all results
obtained from this market survey, I plan to adjust my packaging design
accordingly.

Examining already
-
existing designs will also aid me in developing my own packaging as it acts
as a guideline as well as a source of inspiration.













|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Strength Test of Packaging:


Because bio
-
plastics have similar characteristics to conventional plastics, a strength test can be conducted using an
already
-
existing toothpaste tube
which is currently available in stores.

The following tests will be conducted in order
to prove the packaging will provide maximum protection for the product as well as its performance in store display:


Strength of plastic tag
-

test if it is able to support the weight of the toothpaste tube
. (
T
his will be tested over
a duration of 30 minutes, observed in 10 minute intervals)


Strength of packaging
-

test for any damage to
the packaging if dropped from 0.5m, 1m, and 1.5m above
ground, onto a hard surface (tiles).


Ability to be transported
-

test

for any damage to the packaging whilst placed in a plastic shopping bag
mixed with other items, whilst being transported in a car for 30 minutes.

(This will be repeated 3 times)



Ability to be squeezed (flexibility
)
-

test
the tube’s ability to be compr
essed.


Test 1: Strength of plastic tag

Results:








Test 2: Strength of packaging









Time hung on hook
(minutes)

All components of
packaging intact (Yes/No)

10

Yes

20

Yes

30

Yes

[ 2F
]

Coolgate
®

toothpaste tube hung on hook

Coolgate
®

toothpaste tube dropped


0.5m above tiles

Coolgate
®

toothpaste tube dropped


1m
above tiles

Coolgate
®

toothpaste tube dropped


1.5m

above tiles


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Results:


Test 3
:
Ability to be transported








Results:


Test 4: Ability to be squeezed

Results:






Height above ground (metres)

Damage to any components of packaging (Yes/No)

0.5

No

1

No

1.5

No

Transportation by car
(30 minutes)

All components of packaging intact?

Damage to packaging?

(Yes/No)

Attempt 1

Yes
-

all components intact

No damage to packaging

Attempt 2

Yes
-

all components intact

No damage to packaging

Attempt 3

Yes
-

all components intact

No damage to
packaging

Coolgate
®

toothpaste tube
in a plastic shopping bag
-

put in the boot of a car, ready to be transported.

Coolgate
®

toothpaste tube

in shopping bag with
other grocery items.

Coolgate
®

toothpaste tube

before compression


(Side view)

Coolgate
®

toothpaste tube

being compressed


(Side view)



|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School









Analysis of Strength Test Results:

The aim of the
first test was to prove that the packaging will offer an effective method of store display. Due
to the absence of a cardboard carton as an extra packaging for the toothpaste tube, shelf stacking is not an
ideal method of store display. Instead, hanging it
on a hook (metal rack in stores) will offer the product an
effective
displaying method. As the results of this test shows, the plastic tag which is attached to the
toothpaste tube has the ability to support the packaging’s full weight and in this sense thi
s feature of the
package design is successful.



In the second test, the objective was to show that the materials used in this packaging have the ability to
withstand shock. This is a relevant test as packaging is often unintentionally dropped during its r
emoval
from shelves. Because this product is designed
for young children to handle, the components of the
packaging should not be easily broken. As children are still developing their control and coordination skills
it is likely that the tube be dropped wh
ilst handling it. As shown in the results of this test, there were no
signs of damage to the packaging when dropped on tiles at three possible heights above ground. This
proves the materials used in this packaging is suitable and will protect the contained

product. Bio
-
plastic,
Polypropylene, and Acrylonitrile Butadiene Styrene will definitely
offer better

protection than other forms
of packaging

such as
glass. Glass is not an ideal form of packaging as it is a fragile material.

The objective of the third
test

is to observe the packaging’s performance when it is combined with other
items and transported. Often supermarkets are placed in a basket together. This will involve objects
coming into contact with each other whilst undergoing movement. When items a
re bought, they are often
placed in a plastic bag and placed in the boot of a car. It will then be transported home. This will also
involve objects coming into contact with each other whilst undergoing movement. The results of this test
show that this pack
age design allows it to be transported in a car whilst being in contact with various other
grocery items. This proves that all components of t
he packaging are
securely intact and is unaffected by
movement.

In the fourth and final test, the flexibility of

toothpaste tube is observed. As this packaging is designed to be
‘squeezed’, it needs

to be easily and readily compressible by hand.

This test shows the packaging’s ability
to
be reshaped, in order to extract the toothpaste from the tube. According to the

observations recorded,
the
Coolgate
®

toothpaste tube is

quite able to be compressed easily by hand. This proves that the plastic
material used as the main body of the tube is suitable for its purpose. Compared to aluminium; which some
toothpaste tubes are

made from, plastic tubes are much more convenient for users. It is a softer and more
malleable material than aluminium.

Coolgate
®

toothpaste tube

before compression.


(Bird’s
-
eye view)

Coolgate
®

toothpaste tube

being compressed.


(Bird’s
-
eye view)


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



The outcomes of this strength test were expected due to the completion of thorough research of materials
before
-
hand. Based on the res
ults obtained, the materials

and the structure of my design have proven to
deliver its purpose of packaging. It is proven to be strong, protective, flexible, and malleable. It would be
successful in packaging toothpaste. Therefore, this has left my initial

model of my design unchanged.

In order for this package design to be successful, it needs to meet the needs of the product’s target
audience. Parents would only purchase this item if the contained product is properly protected and is user
-
friendly. As th
eir child/children may be handling this product, they would expect it not to be fragile. As ‘test
2’ has proven, the
Coolgate
®
toothpaste tube
is strong and none of the components of the packaging are
fragile, which offers parents a safe option for their c
hild/ children. Although this product has advised usage
under adult supervision, ultimately, parents believe that kids should learn to develop their skills in
maintaining good hygiene. This toothpaste tube allows children to gain hands
-
on interaction with
the
product, providing them with an easy
-
to
-
squeeze tube. The malleability of the plastic

allows one to easily
control the amount of toothpaste extracted
, as tested in ‘test 4’.

The
Coolgate®
toothpaste tube

has proven to be a user
-
friendly design which i
s suitable and safe for a child
to handle on their own, under an adult’s supervision.



















|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Coolgate Toothpaste Tube

The
Coolgate
toothpaste

tube is an innovative design aimed at
offering children

generally between the ages of 2 and 6
years an enjoyable

teeth
-
brushing experience.

Children at this age require encouragement when it comes to tedious tasks such as brushing their teeth every morning and
night. They are still too young to thoroughly und
erstand the i
mportance of oral hygiene. The
objective of this package
design is
to maintain children’s interest in brushing their teeth in order for them to develop a good habit
from a young
age.

This toothpaste tube design is based around the theme of a
popular children’s

novelty item
-

‘LEGO’,
which is quite familiar
to both boys and girls. This is an original idea as it has not yet been seen in current Australian stores, although ‘themed’
toothpaste packaging has been introduced. However, this toothpaste

tube is more than just an image of children’s cartoon
on the label. The
Coolgate
toothpaste tube takes it one step further

by incorporating some elements of
‘LEGO’

into the
tube packaging.




Toothpaste squeezer
:

T
his is two rectangular blocks of ‘LEGO’ whi
ch is joined together, with the toothpaste
tube ‘clamped’ between them. Although toothpaste squeezers are currently available for purchase as a
separate item the
Coolgate
toothpaste tube has combined it as part of the packagin
g. This feature not only
allow
s minimum wastage
of toothpaste but also allows ease of squeezing for young children. The toothpaste
squeezer’s initial position is at the bottom of the tube which also teaches children to
‘squeeze from the bottom’.

Current toothpaste tubes do not yet offe
r these features.





‘LEGO Man’ Tube Cap:
This feature makes use of

the
already
-
existing ‘pop
-
open’ caps of current toothpaste
tubes but the appearance of it is changed. Whereas the original cap is purely white in colour, the
Coolgate
toothpaste cap is yellow and blue with the addition of facial features to represent the head of a
‘LEGO Man’.
The cap is transformed into a familiar novelty item which gives this feature a meaning and a reason for children
to open the cap.

The toothpaste

will come out of the tube from three small holes instead of one big one, as seen on the current
openings of toothpaste tubes. This allows

better

control over

the amount of toothpaste

being ‘squeezed out’
.

It
is also a
‘fun’
feature

as the toothpaste

will
represent ‘hair’ of the
‘LEGO Man’
as the toothpaste is squeezed
out of the three small holes.



Bio
-
plastics & Compostable adhesive:
The first biodegradable toothpaste tube has been introduced by
Tectubes,
a manufacturing company.
It is the world’s first
truly biodegradable toothpaste tube made from
FKuR’s bioresins.

2

Mater
-
Bi™ bio
-

plastic is made using starch and biodegradable polyesters and is suitable
for
injection moulding. Packaging for personal care products is a typical application of Mater
-
Bi™ b
io
-

plastic and
has similar properties to conventional plastics.
The
Coolgate
toothpaste tube aims to reduce environmental
impacts by using Mater
-
Bi™ bio
-

plastic for its production. This type of plastic is also responsive to the use of
water
-
based adhesiv
e
which can be used to further reduce impacts on the environment. Bio
-
plastics
also
require less energy to produce than conventional plastics, making the
Coolgate
toothpaste tube a more
environmentally friendly option compared to other toothpaste tubes cur
rently available in Australia.

Overall, t
he
Coolgate
toothpaste tube
offers a more appealing, environmentally and user friendly packaging to
potential buyers and this is why it is the better option as compared to the ones currently

available in Australian
shops.





2

http://www.plastech.biz/news/article_4315_1/First
-
biodegradable
-
toothpaste
-
tube


[ 2G

]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School





Evidence of Design Process

Initial sketch of product:

This was also the sketch shown to my target audience when the market surveys were conducted.

























[ 2H
]

E v a

l u a t i o n:

Incorporating a toothpaste tube squeezer to the toothpaste packaging is useful as it allows minimum
wastage of the product. It is practical and enables children to easily squeeze out the toothpaste.

The idea of the ‘dog figure’ cap is e
ffective as it is an appealing feature to young children. The small
opening allows a small and controllable amount of toothpaste to be squeezed out, to avoid wasting
excess toothpaste.

The use of rubber is not an ideal material for the cap as it may be t
oo expensive for mass production
and is not easily degradable and/or recyclable. A better alternative could replace this such as
biodegradable plastic.

The opening of the toothpaste tube cannot be closed. If left open, toothpaste will dry up and cause
the

opening to become blocked. This creates difficulty and inconvenience for the user which makes
this features of the design ineffective.


Initial ideas on features of the package design:



Toothpaste tube squeezer made from plastic
-

located at the bottom of tube



Interesting ‘figurine cap’ with an opening where the toothpaste will come out



Tube
-

made from plastic for easy squeezing



Hole at the end of tube for shop storage on racks



|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Initial sketch of
‘Front’ and ‘Back’ label


toothpaste tube
:

This was also the sketch shown to my target audience when the market surveys were conducted.


























Initial
ideas
-

label



Simple logo and brand name:’
Kids Coolgate’



‘2 in 1’ Toothpaste and mouthwash as seen in current children’s toothpaste



Bubble
-
gum and other interesting fruit flavours that kids are attracted to.



Cartoon type images

E v a l u a t i o n:

The use of a simple logo and brand name is an effective marketing strategy. It is easily recognisable and people
are more likely
to remember it.

For children between the ages of 2 and 6 years, mouthwash is not a necessity and did not receive an
overwhelmingly popular response from my target audience. This feature could be excluded from my final design

The choice of bubble
-
gum flav
our is not ideal as it seems like a promotion of sugary type food which causes teeth
decay and other oral health problems. Toothpaste should only offer fruit and mint flavours. The size of the tube
is too large for children to handle. A smaller sized tube
will be more practical.

There is no mention of ingredients and safety precautions. This needs to be included somewhere on the
packaging.

The use of cartoon images catches the attention of young children which is another effective marketing strategy.
The p
hysical appearance of products is important when designing products for children’s use.


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Inspiration for Package D
esign
:




























This
photo gave me the inspiration

for an
intere
sting toothpaste cap

design.

(
http://walyou.com/funny
-
toothpaste
-
head/
)


This is an example of a toothpaste tube containing
toothpaste for kids between the ages of 2
-
6. This gave
me inspiration for the layout of the label.

(Pho
tograph taken 18.4.11,
Sara Ho
)


‘Colgate’
toothpaste cap

(
Photograph taken 18.4.11,
Sara Ho
)

‘LEGO Man’

(
http://www.marketwire.c
om/press
-
release/LEGO
-
Minifigure
-
Turns
-
30
-
892915.htm
)


Due to the costs associated with the mass production
of rubber caps, I decided to make use of the already
existing

cap. I saw a resemblance in shape between the
head of a
‘LEGO’
toy to the toothpaste cap.

This is an example of a toothpaste tube squeezer
which is currently available. This gave me an idea
of the basic shape of the squeezer and how it is
applied to the product it

is intended for.

(
http://297
-
2010.posterous.com/toothpaste
-
squeezer
)


The
‘Playdough’
hair toys gave me the idea of an
interesting way in which toothpaste can be
squeezed out of the tube.

(
http://atomicpop.wordpress.com/2007/10/
)




|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Hand Sketches of the separate components of the package:




























Front of tube

Back

of tube

E v a l u a t i o n:


After evaluating my initial design I changed the size of the toothpaste tube. This size allows easier
handling for children and is therefore more practical.

As inspired by the similarity in shape of the toothpaste tube cap and the head of a
‘LEGO Man’

I
decided to base my product around the theme of the popular children’s novelty item
-

‘LEGO’.
Because there is a current range of Kids Toothpaste based on the cartoon,
‘Dora the Explorer’; aimed
generally at young girls,
I have introduced a theme which is mo
re popular amongst young boys.
However it is also familiar amongst young girls as well.

The corners of the tube are rounded, making it more safe and suitable for child usage.

There is an effective use of bright colours, and a simple logo and motto. The m
otto for this product
is:
“Fight cavities the COOL way”,
which emphasises its relevance to the logo. The
‘LEGO’
logo is also
an easily recognisable symbol.

Because this tube is a stand
-
alone package ingredients, contact information and other details of t
he
product needs to be included on the tube itself. This is what my second sketch of the back of the
tube has included.


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School
































Side 2 of tube

Side 1 of tube

E v a l u a t i o n:

Side 1 of the toothpaste tube contains contact information, allowing people to consult the company
if they have any questions or wish to comment on their product. It also includes the product code.
This information is presented clearly and in a neat manner

for easy reference.

Side two of the tube informs buyers about the materials used in the packaging. It also has a simple
logo which represents the type of material used. There should also be a recycling symbol which
encourages people to recycle this packa
ge after use.

Label
-

safety precautions & barcode

E v a l u a t i o n:

As this toothpaste tube is a stand
-
alone package, all necessary information needs to be included on
the tube itself, including the barcode. Due to the insufficient space on the toothpaste tube and to
avoid congestion of information on the tube, a separate
tag is attached to the tube. An elastic will be
put through the hole on the tag and attached to the top of the tube under the cap.

The information on the tag is useful for users as it includes safety precautions regarding the tamper
evidence seal and safe

usage of the product. The amount of toothpaste for child under 6years usage
should also be specified in words.


The Australian and New Zealand Dental Association, Seal of Approval is also included to ensure
users that this product is safe to use. The pro
duct’s logo should also be located on the tag.



|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



E v a l u a t i o n:

On the basis of my inspiration, this was my initial idea of the
toothpaste tube squeezer.

Although the
‘LEGO’
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慰p敡氠e映瑨攠瑯o瑨W慳a攠Wub攠獱V敥Y敲e⁩瑳 獨Vp攠楳ⁱu楴攠
慷a睡牤⁡湤⁩牲敧u污l⸠⁉. m慹⁢散om攠楮conv敮e敮琠景爠獴慣歩ag
睨敮⁢敩eg⁴牡r獰o牴敤⁡eT⁷U敮⁡emb敲eo映fub敳e慲攠桵ng
瑯g整U敲eon⁡ 牡捫cfo爠獨op⁤
獰V慹⸠

周攠Woo瑨W慳瑥⁴ub攠獱VeeY敲e獨潵汤⁴a步⁡ mor攠牥ru污l⁳桡 攠
睨楣w⁩猠o映慮⁡fprop物r瑥 獩V攮†






























Toothpaste tube squeezer

E v a l u a t i o n:

This second sketch of the toothpaste tube squeezer takes a more regular shape. This will make it more
convenient to hang one tube in front of another on a rack for shop display.

It also uses a smaller amount of plastic, lessening the need to manufacture m
ore material. This saves resources
and energy needed to manufacture it.

The use of yellow
‘LEGO’
blocks is very eye catching, especially to young children. They will find this feature
interesting as it is an element from a novelty item which they are fami
liar with. It is associated with the overall
theme of the toothpaste packaging
-

‘LEGO’.


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School






























Toothpaste tube cap

E v a l u a t i o n:

This is an effective design as it makes use of the shape of an already existing toothpaste tube cap and modifies it
to create a ‘theme’ for the packaging. The
‘LEGO’
head figure is a familiar feature to young children. It makes the
packaging more appealing

to them and therefore potential buyers are more likely to purchase the product. Again,
the use of bright colours is attractive and makes the product ‘stand
-
out’.

Compared to the first design of the toothpaste tube cap (rubber dog figurine), it is more en
vironmentally
cautious, lessening the need for extra material that is not easily recyclable and more expensive for mass
production.

The ‘flip
-
open’ lid makes it easy for kids to open and access the toothpaste. The three small holes allow small
quantities
of toothpaste to be squeezed out. This way children/parents have more control over the amount used
and minimises the chance of’ wasting’ toothpaste. The fact that the toothpaste represents the hair of the
‘LEGO’
figure head is interesting and kids will loo
k forward to brushing their teeth more on a regular basis.

Overall, a very creative design which focuses on technical, environmental as well as creative aspects.


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Final Design
-

Hand sketches:


























Bird’s Eye View

Side view

Angle view

35mm

35mm


48mm


9mm

17
mm

20mm

17
mm

15
mm

34
mm


9mm

17
mm

34
mm

140mm

140mm

140mm


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School






How this packaging can be

reused or

recycled


When it comes to plastics, it is preferable if materials are re
-
used rather than recycled. However the packaging
manufacturer of
Coolgate Professional
has offered advantages for both alternatives.

The toothpaste tube squeezer can be considered
as a ‘collector’s item’ for children, as it is a
‘LEGO’
piece.
‘LEGO’
is a
popular novelty item amongst young children. This is a way in which this feature of the packaging can be reused. If
this option is not preferable,
the entire packaging can simply be

recycled as it is made from
r
ecyclable material
. It is
of convenience to today’s homeowners to place objects in a general ‘recycling bin’. When this is collected, the waste
is then separated into different categories such as paper, metals and plastic. Rec
ycling of this packaging is
encouraged as indicated on the toothpaste tube itself.


This

toothpaste tube is manufactured from a bio
-
plastic
-

Mater
-
Bi™
,
made using natural starch
an
d biodegradable
polyester.

This type of plastic is certified for compostability under standards set by internat
ional organisations.
As
the bio
-
plastic packaging comes to the end of its useful life

it is able to
be biodegraded

as well as composted
.


In
Australia, many councils offer

a collection service for compost. The Recycled Organics Industry is nationally
represented by
Compost Australia

and is responsible for the commercial composting of organic waste.

3

Through
commercial composting facilities, where higher compost
ing temper
atures can be reached, bio
-
plastics are able to be
composted.
Because


Mater
-
Bi™

is biodegradable, it is then able to break d
own

into
carbon dioxide, water and
biomass in a natural environment.

Commercial composting is recommended way of disposing bio
-
plastics, in order to gain maximum environmental
benefit.



Materials Used In
Coolgate
Toothpaste Tube:

Materials used in packaging:

o


Mater
-
Bi™
Bio
-
plastic:
It is recyclable, biodegradable and
compostable. It is part of an evolutionary process




of packaging and is undergoing continuous technological advancements in order to




gain maximum environmental benefit. It also requires less energy to manufacture




compared to conventional plastics

(petroplastics)
. Through its biodegradation





process, it releases
carbon dioxide which adds to
greenhouse gas emissions into the




atmosphere.
There is also a concern that bio
-
plastics will damage existing recycling




projects. For example plastics

such as PET do not mix with PLA, resulting in





unusable recycled PET if consumers cannot distinguish between the two when





recycling. Suitable sorting technology is needed to overcome the problem.


o

Polypropylene
:


4
This type of plastic is common
ly recycled.
Common shaping techniques are applied




to it to manufacture caps
. As it is resistant to fatigue

it is ideal for m
aking plastic




living hinges, such as those seen on flip
-
top bottles. These properties are what make




PP (polypropylene)
a suitable material for the toothpaste tube cap. Bio
-
plastics and




polypropylene alike,
some are disposed in landfills where it can release methane and




carbon dioxide which creates physical pollutants and contributes to global warming.





3

http://www.compostweek.com.au/commercial_composting.php


4

http://en.wikipedia.org/wiki/Polypropylene


SECTION 3

Environmental Considerations

[ 3A ]

[ 3
B

]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



o

Acrylonitrile Butadiene Styrene (ABS)
:
‘LEGO’
building blocks are made from this plastic due to its strong






and resilient nature.
It is made to withstand shock if dropped.
When






these mass produced items are disposed they can be processed and






sold to industries that can make use of it. Otherwise, the already
-







existing state of the
LEGO
®

blocks Can be maintained and







manufactured into innovative designs, such as the toothpaste tube






squeezer. Although ABS is completely recycl
able, when dispose in






landfills it releases methane and carbon dioxide which contributes






to global warming.


o

Cardboard:




This material is easily printed on
making it ideal for package







labelling. This is why cardboard is a suitable mat
erial to use for







the price tag attached to the toothpaste tube.
It is also relatively






cheap

compared to
plastics
, making it ideal for mass production.







Cardboard has a low environmental
impact as it is easily recyclable






and biod
egradable, if disposed of properly.









o

Rubber + Cloth material:


These are the two materials used to manufacture material elastic






bands.

This was chosen
to attach the price tag to the toothpaste






tube because it allows easy removal of
the tag. It is made from a soft






flexible material, making it

less hazardous for children compared to






thin plastic which can be a choking hazard.
It is not expensive for






mass production and can be easily reusable in the home. This also






has a low impact on the environment.

Manufacturing Process of Materials:



Mater
-
Bi™
Bio
-
plastic

is made using natural starch and biodegradable polyesters.
This is combined
together with
other ingredients then heated and extruded into long rods. These rod
s are broken into
pellets which are then forced through a ring shaped hole to form a tube. The tubes are inflated with air to
attain the required size. This
results in a polymer or plastic, having similar properties to conventional
plastic.
5



The manufactu
ring process of
Polypropylene

is quite a complex process. It is a thermoplastic, meaning
it can be heated many times and cooled to produce the end product. Polypropylene can be made from the
monomer propylene by Ziegler
-
Natta polymerization and by metalloc
ene catalysis polymerization. These
are basically chemical processes which combine several monomers to form a polymer.
6




Acrylonitrile Butadiene Styrene (ABS)

is also a common thermoplastic. It is made by polymerizing (chemical
process) styrene and acrylonitrile in the presence of polybutadine.



The main raw material used to manufacture cardboard is pine trees. The limbs of these trees are
stripped and the trun
ks are sent to the pulp mill. The pulp is combined with other recycled
materials to make layers of paper which is then manufactured into cardboard.
7



The raw materials used to make rubber bands come from the sap of rubber trees. Natural rubber
is ideal for

manufacturing elastic bands due to its superior elasticity. Its manufacturing process
includes extruding rubber into a long tube, then placing tubes on mandrels and curing the rubber
with heat. It is then sliced across the width of the tube, forming littl
e bands known as elastics.
Some elastics are then wrapped in a layer of material, depending on the end use.
8




5

http://www.csiro.au/promos/ozadvances/Series11Plastic.htm


6

http://www.pslc.ws/macrog/pp.htm


7

http://www.ehow.com/how
-
does_4912642_how
-
cardboard
-
made.html


8

http://en.wikipedia.org/wiki/Rubber_band


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School




Other environmental conditions and issues:




There are no
significant issues with transporting bio
-
plastics that have become apparent as of yet.
The
only concern that may arise is the issue of cost. Bio
-
plastic is still not a widely used material due to its high
costs in its production; hence it has not replaced conventional plastics. This will consequently increase cost
of its transportation.



The

additional
ABS plastic may increase the weight of the packaging, putting extra pressure on
transporting vehicles. These vehicles would require more fuel to transport heavier goods and
consequently releasing more greenhouse gases into the air.



C
onvention
al plastics

and
bio
-
plastic packaging

alike, they

will protect its contained product for as long as
the product is used. It is also said that using bio
-
plastic packaging may improve the shelf
-
life of some
produce by 50%.
9

However this is only applicable to particular goods and much research is still yet to be
done to seek out its environmental as well as commercial benefits.



Ways to improve a packaging’s impact on the environment

PRODUCT 1:
Board Handled Pail




Replaced the traditional wire handle with a board handle which is sourced from 100% renewable resources,
unlike the wire.
More of the material used to manufacture this product can be recycled and reused quicker,
resulting in efficient
production of goods.



The replacement of a sturdier handle combined with holes for the placement of chopsticks eliminates the
need for plastic carry bags if up to two are being purchased. This also reduces the amount of plastic
production which lessens imp
act on the environment.



Fewer substrates are used to produce the paperboard pail
-

the board is sourced from 100% plantation
forests. Because the material is extracted from sources intended for the board production, natural forests
are not affected.



As th
e board handle pail consumes more board than the wire handled pail, the size of the pail was reduced
to compensate. The board handled pail now holds 14% less volume than the original, saving precious
resources from the environment.


PRODUCT 2:
OMO Small

and Mighty



The new and improved packaging
-

475ml Small and Mighty
®

uses 50% less packaging
than the original pack, whilst still delivering users with the same number of washes and
wash results.



As a result of the reduced packaging 82 tonnes less plasti
c, 32 tonnes less cardboard in
shipping and 62% fewer truck movements to transport the product is required per annum.



The product itself is also
does not contain any phosphates and has significantly lower sodium levels
compared with other laundry products
. This makes it better for grey water usage.



According to Australian Standard AS4351, the cleaning agents used in Omo Small and Mighty
® are also
readily biodegradable. This also helps to improve the product’s impact on the environment.










9

http://green
-
plast
ics.net/news/48
-
products/58
-
shelf
-
life


[ 3
C

]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Reducing impacts of packaging on the environment:





Collecting

and reusing already existing products

can be more efficient and beneficial for the
environment. It eliminates the need for further production of material, resulting in a reduction of
carbon em
issions which are released during the manufacturing process.




In relation to the
Coolgate
®

toothpaste tube, the packaging aims to reuse
LEGO
®

blocks by making it
into a useful new product.





The
LEGO
®

toothpaste squeezer
can then be reused again as a
LEGO
building block. The cycle repeats
until it is decided that it is going to be recycled.

Acrylonitrile Butadiene Styrene is completely recyclable
.




This stand
-
alone tube eliminates the need for an extra cardboard carton package which most other
toothp
astes are sold in. Instead, a smaller amount of cardboard is used to produce a tag which consists
of the barcode and other details about the product.




During transportation a number of the packaged item (toothpaste tube) can be placed in one box
(
packagin
g unit) can save the amount of cardboard used. To package each individual tube separately
would require more cardboard than using one box to package a number of tubes in bulk amount.





The small cardboard tag is easy to dispose of and can be easily recycled.




To compensate for the absence of a rectangular cardboard carton, a small amount
of transparent
PP (polypropylene) is used to make a tag with a hole. This allows
the tube to be h
ung on a rack for shop display instead of stacked on shelves.





As the toothpaste tube can be hung on a rack, it also eliminates the need for a plastic mold to hold the
toothpaste tubes for shop display.




The relatively lighter nature of bio
-
plastics w
ill

also reduce the product’s overall weight which will
reduce the pressure placed on transporting vehicles. The reduction
of cardboard packaging will also
contribute to the efficiency in transporting.





The use of bio
-
plastic for the main body of the too
thpaste tube requires less energy to produce than
conventional plastics, lowering the material’s carbon footprint.




The use of water
-
based adhesives for sealing purposes reduces the generation of
hazardous waste.
Another environmental benefit of this is t
hat it can be removed and reused which again eliminates the
need to produce more material, saving resources.


[ 3
D

]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School






Technical Design Considerations:




Coolgate
®

toothpaste tube is a
cylindrical shape with the ends sealed together.



It is quite slim which allows children to easily handle it.



The shape of the packaging and the

way it is sealed provides a rigid shape. The toothpaste is safely
contained in the packaging.



The slimness of

the tube allo
ws easy storage in shop display. The curved shape of the hole in the plastic
tag allows customers to remove the product from the rack with ease.



Due to the fact

that the toothpaste squeezer is not of a bulky nature and
t
he
toothpaste tube sq
ueezer
is of a regular shape, the tubes can be easily placed one

in front of another on a rack
.



The sleek shape of the toothpaste tube allows the tubes to be placed on store display in a neat manner,
so that the product looks presentable to customers.




The regular shape of the toothpaste squeezer and the sleek shape of the toothpaste tube allow easy stacking
in a packaging unit for transportation. An example is demonstrated below.






Creative Design Considerations:

The focus of
Coolgate
®

Toothpaste
packaging is to provide
an appealing and attractive design

to customers

through the use of appropriate graphics, easily recognisable logos and bright colours.

These creative aspects
work in collaboration with phrases on the labelling of the pack
aging to communicate the
features of the
product to consumers. The more effectively this is achieved, the more successful the Brandowner will be in
selling their product.



o

As thi
s product is aimed to appeal

to children, the use of graphics is particularly important. Because the
toothpaste tube is based around the theme of
LEGO
®
, the depiction of a familiar character is
included
on the front label of the packaging.



o

The graphic is used to attract t
he attent
ion of young children. When children see features which they
are familiar wit
h and can relate to, they will invest
more interest in the product.

o

The
use of graphics also helps consumers identify the users of the product.

Together with the font used
in the
Coolgate
®

logo, it is clear to consumers who the intended uses of the product are.

o


Through the use of the appropriate graphics
,

and
effective use of colour and font, it is helping
Brandowners
target their intended audience.

o

The
Coolgate
®

logo is
clear and simple which enables customers to easily identify the brand of the
product.

o

Regular buyers of this particular brand are abl
e to easily recognise its logo which also aids Brandowners
to successfully reach their target market.

SECTION 4

Technical and Creative Design Considerations

[
4A

]

[
4B

]


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



o

Familiar symbols su
ch as the
recycling symbol

are used to inform consumers about the recyclability of
the packaging’s material.


o

The
LEGO
®

logo is included on the label as a means of acknowledgement as well as a trademark.
Because it is of familiarity to the target audience
it also aids in the selling of the product.

o

The
Mater
-
Bi
(bio plastic) logo is used to inform buyers about the type of bio
-
plastic which this
packaging uses. It also helps the Brandowner of
Mater
-
Bi
to further promote their product which is also
used in o
ther forms of packaging.

o

On the tag attached to the packaging, the use of graphics demonstrates the correct usage of the
product. This aids consumers in safe and appropriate usage of the product.

o

The importance defined by the use of colours on a product’
s label can affect how audiences respond to
it.

o

Bright and light colours are used on the label of this product as it is attractive amongst young children.


o

The background and font colour are distinct, ensuring clarity of the label.
The white colour of the text
against the blue colour of the background allows text to be legible.

o

Goods are

more likely to sell if details of the product are clearly and effectively presented to customers

which

in
this

case,
Coolgate
®

has done so successf
ully.

o

The aspect of colour association also plays a role in the effective use of colour.

Because the flavour of
the toothpaste is
watermelon,
green was an appropriate colour to use as it is associated with the fruit. It
also corresponds to the colour of t
he toothpaste.



o

As well as the visual aspects of the product’
s label, phrases on the products packaging also plays a
significant role in
helping consumers choose a product which is suitable to their needs.

o

The motto for
Coolgate
®

is
‘Fight Cavities the COOL Way’.
This short phrase is relevant to the name of
the product and is also
catchy.
It suggests that this product will provide children with an enjoyable
experience whilst taking care of their oral hygiene.

o


Underneath the
Coolgate
®

logo, it specifies the type of toothpaste it is:
Fluoride Toothpaste For Kids.
This information is useful to potential consumers who are in search of this particular product.

o

The back label includes phrase which are persuasive
towards parents
-

target ma
rket. Phrases such as
‘Children will establish and maintain good oral hygiene habits from the start with this Cool
-
To
-
Squeeze
Tube’
and
‘Great fruit flavour that kids love’.
These persuasive phrases help the Brandowner to sell their
product.

o

Health produc
ts in particular usually have phrases such as ‘
studies have shown’
or
‘lab tested’
etc. to
convince consumers of the reliability of the product. On the back of this
Coolgate
®

label there is a
phrase which states that this product is
‘Clinically proven to f
ight cavities and remove plaque.’
This
creates a sense of trust in the consumer towards the brand. These phrases do not only inform potential
consumers but also convince them to purchase the product.






Coolgate
®

Children’s Toothpaste Logo



Master
-
Bi
Bio
-
plastics

Logo




|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School




Computer generated l
abels:






























[
4C

]

Coolgate
-

Front Label:

Product name:

Coolgate
®








Logos:

Coolgate
®
, LEGO
®








Active Ingredient:

Sodium Monofluorophsphate





Age:

2
-
6 years









Slogan:

Fight Cavities th
e COOL Way










Coolgate
-

Back Label:

Ingredients

used in Coolgate
®

Toothpaste






Manufacturer’s Address
:

Ltd 345 Corner Street, Sydney, 2000 & 45 Kings Road, High Hutt, NZ.

Copyright Claim:

© 2008 Viacom International Inc. All Rights Reserved The Lego Group, LEGO and all
related titles,
logos and characters are trademarks of Viacom Internatio
nal Inc.




Information about product:

Coolgate LEGO Toothpaste is an effective low fluoride toothpaste
specially designed for children aged 2
-
6 years.

INGREDIENTS:
Sorbitol , Water, Hydrated Silica, Peg
-
12, Sodium Lauryl Sulphate, Flavour, Cellulose Gum, Sodium Monofluorophsphate, Sodium Saccharin, Tetrasodium
Pyrophosphate, Mica & Titanium Dioxide, FD &C
Blue No.1, D & C Yellow No.10.

NO COOLGATE TOOTHPASTE CONTAINS

SUGAR.

Coolgate Oral Care
Coolgate
-

Professional Pty Ltd & Coolgate
-

Professio
nal Ltd

345 Corner Street, Sydney, 2000 & 45 Kings

Road, High Hutt, NZ.
© 2008 Viacom
International Inc. All Rights Reserved The Lego Group, LEGO and all related titles, logos
and characters are trademarks of Viacom Internatio
nal Inc.


Children will establish and maintain good oral hygiene habits from the start with
this Cool
-
To
-
Squeeze Tube.



Great fruit flavour that kids love



Clinically proven to fight cavities and remove plaque

Coolgate LEGO Toothpaste is an effective low fluoride toothpaste specially
designed for children aged 2
-
6 years.

Sparkling Watermelon


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

































Coolgate
-

Side 1

Contact information:
(Free call) 1800 208 703 (Australia) or 0800 144 740







www.coolgate.com.au

Product Code:
P1260907

Coolgate
-

Side 2

Material of Packaging:
Biodegradable, recyclable.

Environmen
tal consideration:

‘Do your bit for the environment and recycle.

Please di
spose of this packaging wisely.’

Logos:
Mater
-
Bi, BIO PLASTIC, Recycle

Origin of packaging:
Italy


Toothpaste tube opening is




sealed with aluminium film.

Do NOT use if seal is broken.




This product should be used

under adult supervision.

Children 6yrs and under should use a

pea sized amount.




Do NOT swallow:

Children should spit and rinse thoroughly

Adult
U
sage

Child 6 yrs

& under

Usage


Ensure this tag

i
s removed before

using this product.


Front of Tag

Tamper evidence seal:
Aluminium film


Health warnings:


This product should be used under adult
supervision.

Chil
dren 6yrs and under should use a
pea sized
amount.

&’
Do NOT swallow:

Children should spit and rinse thoroughly




Diagram:
Toothpaste usage amount



Back of Tag

Barcode






Safety warning:
‘Ensure this tag is removed before using
this product’

Seal of approval: ‘
Australian Dental
Association Seal of
Approval’ & New Zealand Dental Association Seal of
Approval.’



*NOTE: The black circles on the tag are holes which enable an elastic to be put through tag and attached to the toothpaste tu
be.



|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Photographs of ‘Mock
-
Up’:






























Tamper Evidence Seal

LEGO
®

head flip
-
open cap

LEGO
®

head flip
-
open cap, an
opening with three small holes.

(Cap on toothpaste tube)

LEGO
®

head flip
-
open cap, an

opening with
three small holes for toothpaste to


‘squeeze
out from’


(Cap detached
from toothpaste tube)


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School
































Tag attached to
Coolgate
®

toothpaste tube

(Front)

Tag attached to
Coolgate
®

toothpaste tube

(Back)

Toothpaste tube squeezer

(
Top
-

front label side up
)

Toothpaste tube squeezer

(
Bottom
-

back label side up
)

Toothpaste tube squeezer fitted
to the bottom end of the
toothpaste tube


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School
































Coolgate
®

toothpaste tube

(Back side
-

bird’s
-
eye

view)

Coolgate
®

toothpaste tube

(Front side
-

bird’s
-
eye view)

Coolgate
® Front Label

Coolgate
® Back Label


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School
































Coolgate
®
toothpaste tube


(Side 2)

Coolgate
®
toothpaste tube


(Side 1
)


|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Acknowledgements:

Information included in this presentation has been sourced from web pages and have been acknowledged
in the footnotes throughout various pages of this presentation.

Target audiences of my product who conducted the market survey have wished to
remain anony
mous;
however their contribution towards the results of this presentation should be credited for.

Some images, logos (excluding
Coolgate
®),
and symbols have been borrowed and are the property of
respectful owners.

Photographs/images which have not been referenced as well as the
Coolgate®
toothpaste packaging
design have been produced by Sara Ho. All rights reserved.