Coninut 1. Introducere 2. Ce nseamn ambalajul? 3. Clasificarea de ambalaje 4. Materiale i design utilizate pentru producerea ambalajelor 5. Funciile de ambalaje 6.

Factorii care determin alegerea de ambalaje 7. Studiu de caz.Culorile 8. Concluzii 9. Bibliografie

1.Introducere De fiecare data cand iesim din acas, atenia noastr este indreptat catre mai multe lucruri care ne inconjoara: la masini, la cladiri, la oameni care merg pe strad, la hainele lor, la tot ceea ce are coloare, form si frumusete. Toti acesti factori ne determina s mergem cel puin o dat pe zi la un magazin, supermarket sau mall-ul pentru a cumpra ceva.

i acum s ne gndim ...

V-ai gndit vreodat de ce designul este att de important pentru noi? V-ai ntrebat vreodat de ce nu ai alege un anumit produs i nu altul? V-ai ntrebat vreodat de ce nu ai cumpara mai multe produse dect cele necesare? Exist o mulime de ntrebri de pus atunci cnd ne gndim la produse. Dar pentru noi, n primul rnd este mai important designul pachetului dect coninutul.

Objective

Mi-am propus s v prezint n acest proiect tot ceea ce reprezint ambalajele produselor alimentare i designul acestora i de informandu-va despre ceea ce inseamna acest concept, care este foarte puternic n luarea deciziilor noastre de cumprare . 2. Ce nseamn ambalarea?

Ambalarea: este un complex fizico-chimic, cu funcii multiple, care asigur proprietile sale sau, n unele cazuri, de mbuntire a calitii produsului. "materiale de acoperire, cu forme diferite, n care un produs este ambalat pentru transport sau vnzare" Petit Robert (1989) este un instrument conceput pentru a ncheia un produs sau un set de produse pentru a asigura protecia acestora Despre ambalaje Astzi, tehnica de ambalare este o necesitate ca urmare a dezvoltrii procesului de ambalare si diversificarea produselor. Ambalajul acum este considerat un element al strategiei de marketing la o companie. Pentru un pachet s fie adecvat, acesta trebuie s ndeplineasc anumite condiii necesare pentru a fi promovat cu succes pe pia Ambalajul propriu-zis este o condiie necesar pentru realizarea de acte de vnzare cumprare de bunuri. Pe lng faptul c ndeplinete funcia de protecie i conservare, ambalarea faciliteaz manipularea, transportul, depozitarea i vnzarea de produse i de promovare a vnzrilor. Problemele de ambalare sunt foarte complexe ca urmare a diversificrii materialelor, varietii de produse care urmeaz s fie ambalate, metodelor de ambalare i de fabricaie i de maini de ambalare, precum i numrul mare al accesoriilor de protecie i de diversitatea prezentrii i condiiilor de transport.

Procesul de ambalare are implicaii complexe, ncepnd cu producia, deoarece ambalarea este o faz intrinsec a produciei, proces care continu pn cnd are loc procesul de consumCitii fonetic n timpul complexului process de producie - circulaie - consum, produsul alimentar poate fi supus unor factori interni i externi, a cror prezen creaz uzur Uzura fizic "se refer la degradarea de bunuri de mrfuri, din cauza aciunii fizice, chimice, factori biologici, etc. n ceea ce privete" uzura ", aceasta se refer la o scdere a interesului consumatorilor, ceea ce ncetinete procesul de vnzare Din punct de vedere economic, ambalajul poate fi considerat ca un produs finit, cu o anumit destinaie, n care au fost investite materiale semnificative i costuri de producie n concluzie, un ambalaj ideal ar trebui sa protejeze bine produsul, ar trebui s fie uor i ieftin. Din punct de vedere al caracteristicilor sale tehnice, ar trebui s faciliteze operaiunile de manipulare, transport i depozitare i, de asemenea, s reprezinte modul in care este conceput, un instrument de marketing eficient. 3. Clasificarea de ambalaje

Principalele evoluii ale ambalajului (atractivitatea i diversitatea de prezentare, mbuntirea de stocare si usurinta de manipulare, o mai bun informare a consumatorilor) au fost motorul de procese de dezvoltare i materiale de ambalare Ambalarea pot fi: Ambalarea primar - este ambalajul care vine n contact direct cu produsul (de exemplu, cutii de metal, sticle, pungi, etc) Ambalarea secundar - const din una sau mai multe ambalaje primare, avnd un rol n transport i distribuie (de exemplu, cutii de carton, cutii de plastic); Ambalarea teriar, include mai multe ambalaje secundare (de exemplu, cutii sau palei pentru stivuirea cutii); Ambalarea cuaternar - mai uor de manipulare ambalaj teriar (de exemplu, containere de metal folosite n aer, pe mare sau pe calea ferat). Ambalarea sunt difereniate n funcie de utilizare: Ambalare individual - include o unitate de produs; Ambalare pentru vnzare - pentru comercializarea produselor de consum i ajunge cu produsul; Ambalare pentru prezentare - face prezentarea produselor i a alimentelor de vnzare; Ambalare de transport - utilizate pentru transportul de produse ambalate (paleti de exemplu, i unitile de transport sau prin containere); Pachete - cuprinde mai multe uniti de produs ambalat (eg.packed n cutii de carton pentru biscuii). Ambalajele sunt clasificate n funcie de mai multe criterii, care sunt frecvent utilizate n practic: Dup utilizarea acestuia: -de unic folosin - reutilizabile (returnabil)

 Dup materialul de ambalare utilizat n producie: -Hrtie i carton; - Ambalaje de sticl; -Tara metalica; - Ambalaje din plastic; - Ambalaje din lemn, nlocuitori din lemn si impletituri; - Textile ambalaj; - Materiale avansate de ambalare.

Dup ce sistem de producie: -fixe pachete; -rabatabil de ambalaje; - Ambalaj pliant. Dup tip: - Un plic; -sac; - Pung; - Piept; - Cutie; - Sticla; - Borcan, etc. Prin domeniul de utilizare: -transport de pachete; - Ambalaje de vnzare cu amnuntul i de prezentare. Conform cu ambalajul produsului specific: -ambalarea alimentelor; - Ambalaje pentru produse alimentare;

- Ambalaje pentru mrfuri periculoase; - Pachete individuale; - Pachete. n conformitate cu gradul de rigiditate: - Ambalaje rigide; - Semi-rigide de ambalare; -ambalaje flexibile. Dup modul de circulaie a ambalajului: - Ambalaje reciclabile; ambalaje de unic folosin - de tip pierdut. Dup ce sistemul de circulaie: -sistem de rambursare pentru ambalaje; -sistem de vnzri - de cumprare a pachetelor. Dup ce sistem de producie: - Pachete fixe; -rabatabil de ambalaje; - Prospecte. Dup mijloace de transport: - ambalaje pentru transport terestru; - ambalaje pentru transport fluvio-maritim; - ambalaje pentru transportul aerian. Dup destinaie: - Ambalaje pentru piaa extern; - Ambalaje pentru piaa intern.

O alt clasificare a ambalajelor poate fi: ambalarea colectiv (gruparea din mai multe uniti produse ntr-un singur pachet) ambalaje porionat (cantitatea de produs este stabilit pentru o singur utilizare) Ambalarea n reete, recipiente (sticle pentru produse alimentare lichide, de hrtie i cutii de carton sau materiale fluide i complexe semifluid) ambalaje de aerosoli (ambalare produse de presiune). ambalare n vid (eliminarea aerului de gaz-etan container n care s plasai produsul). ambalare n atmosfer controlat (nchiderea produsului ntr-un ambalaj impermeabil la gaze, n care gazul de referin i de vapori de ap s-au schimbat i sunt controlate selectiv). ambalarea n atmosfer modificat (nchiderea produsului ntr-un pachet de interior atmosfera este schimbat). ambalarea aseptic (introducerea de produs sterilizat pentru a fi comercializate ntr-un pachet de sterilizat, n condiii aseptice). n ambalaj de tip stratch (contracte de film sunt concurat de film extensibila poate ndeplini aceleai funcii fr a fi nevoie de trecerea a produselor ambalate in folie de aluminiu, prin tunele de contracie). n contractele de ambalare produse (folie de film contractibil purtat solide regulate sau neregulate n form de individual sau n grupuri, care pot fi tratate ca o singur unitate, prin plasarea pe o placa de suport).

Cteva exemple

Pachet de hrtie pentru pstrarea alimentelor proaspete. Este o tendin de a cumpra produse i s-l pstrai n acest tip de pachet.

Plastic incolor - este foarte folosit pentru pine, n n ultimii ani. Pstreaz pine proaspt.

Tabl este utilizat n special pentru alimente conservate, pentru c de acum este cel mai eficient pachet pentru tipul su de produse alimentare pe termen lung.

Carton este utilizat pentru mai multe pachete de ambalare i este foarte practic, deoarece este uor, ajut alimentele s respire si poate fi pe fiecare dimensiune.

Plastic colorat este utilizat pentru fiecare tip de dulciuri, pentru legume, pentru gingii, chpis i aa mai departe.

Sticle (sticl i plastic), utilizate n special pentru buturi

4. Proiectarea si materiale folosite in realizarea ambalajelor Diversitatea materialelor folosite pentru ambalare este foarte mare. Din punct de vedere tehnic, ambalajul este realizat dintr-un ansamblu de materiale care este proiectat pentru a proteja calitatea i integritatea produselor i pentru a facilita circulaia produselor. De asemenea, calitatea produselor este influenat de calitatea pachetului. Alegerea materialului pentru ambalaje este un pas care depind de diveri factori: caracteristicile produsului care trebuie s fie ambalate utilizare a pachetului de factorii care pot influena n timp ce produsul este manipulat, transportat sau depozitat tehnica de ambalaje utilizat nivelul de dezvoltare i puterea economic. n ceea ce privete materiale de ambalare, putem distinge trei funcii majore efectuate de ctre ambalaj: de protecie, de transport, de promovare.

Carton este uor, uor de transportat, pentru a imprima fr nici o problem, este nevoie de putin spatiu, dar poate fi deformat n timpul transportului i depozitrii. Acesta au fost obinute variante pentru cutie de carton mbuntit: rezistent la umiditate i mpermeabil .Principalul domeniu n care progresele semnificative au fost realizate este de ambalare a produselor alimentare lichide (lapte, bauturi racoritoare).

Lemn, material tradiional, i-a pierdut locul pe care l ocup n ambalaj de transport, dar are utilizari extinse pentru paleti.

Tabla, utilizate n special n conserve este potrivit, n combinaie cu capace din aluminiu. Am observat reticena cumprtorilor de a alege produsele ambalate n cutie, deoarece coninutul nu poate fi vzut, iar acest material d impresia c un gust specific este dat de produsele alimentare care vine n contact direct

Aluminiu este uor i este foarte bine adaptat pentru imprimare. Este uor de prelucrat i este larg rspndit n domeniul alimentar

Sticla este chimic inert, rezistent la apa, transparent, inodor, igienic, uor de splat i sterilizat. Aceasta continu s fie destul de grea, este fragil i este dificil de a rezista diferene mari de temperatur.

Foliculul celulozic favorizeaz, din cauza lor de porozitate, un schimb de umiditate ntre produs i mediu, ceea ce le face utile pentru ambalare paine, carne, produse proaspete, n general.

Materialele plastice sunt usoare si rezistente la ap, tind s fie un substitut pentru sticl. Aspectul lor a revolutionat industria de ambalaje alimentare, un proces care continu i astzi, obinerea unor astfel de materiale noi. Ele sunt destul de ieftine, arat transparen, stabilitate a culorii, flexibilitate i rigiditate.

Folosind un singur tip de material tinde s fie ceva minunat, deoarece pare imposibil ca el sa poate ndeplini toate cerinele tehnice, comerciale i n special psihologice, care necesit un pachet adecvat. n funcie de materialul suport, folii complexe, sunt clasificate ca: Materiale avansate pe baza de carton i hrtie; Materiale avansate pe baza de materiale plastice, Materiale avansate pe baza de aluminiu.

Design
Product packaging design is concerned with the efficient and effective generation and development of ideas through a process that leads to new products and new forms of packaging. Product Designers conceptualize and evaluate ideas, making them tangible through products. Their role is to combine art, science and technology to create tangible goods, in our case packages. There are 3 stages of designing: Initial Stage

Idea Generation can be from imagination, observation, or research. Need Based Generation can be from the need to solve a problem, the need to follow the popular trends, or the need for a product to do a specific task.

Mid Stage

Design Solutions arise from meeting user needs, concept development, form exploration, ergonomics, prototyping, materials, and technology. Production involves fabrication and manufacturing the design.

Final Stage

Marketing involves selling the product. It can either be client based which mean the a client buys the design and manufactures it and then sells it to customers. Or it can be user based where the product is sold directly to the user by the designer.

For us is very important the design.Why?Because everytime we see something beautifull or colored or in great shape we buy it , even if we don`t need that. The design is ,if not the first ,the second for sure most important thing for a good ,a product and so on. Let`s analyse some cases , some pictures

Kids will choose:

or

Even if the taste is very good for both , kids will always choose Kinder because every child grew up with this brand , and Kinder will never loose space on the market.

Women will choose:

or

It is more than obvious that not only women will choose the Bonduelle product, because they look awesome and also are very good.

Men will choose

or

Men will choose Felix peanuts , again because of its great package .

5.The functions of packaging

Protection and conservation function -it is the most important function that has to achieve the packages -the package has to protect the product from the effects of the environment(air, dust ,microorganisms) Protection can be: Chemical reflected by the adequate choosing of the material used for the package or by product protection of the eventual reaction with air , dust , water etc. Microbiological- materialized by achieving perfect sealing. Biological- it requires the product protection from insects, rodents using packaging made of glass, cardboard, wood, textiles;

Mechanical-it requires the choice of the material which has to protect the product while it`s made the process of transportation , storage and sale Protection of the light and UV radiation-it requires the use of materials that ensures an optimal protection of products(eg. Black or green bottle)

Comfort function It requires the use of packages which ease the manipulation ,storage and distribution stages of food products. It can be made in 2 ways: Portioning of products subject to packaging The shape of primary packages Communication and marketing functions The package: Identifies and presents the product and the producer/distributor Stimulates and attracts the consumer`s atention Informes the consumer about the level of the basic characteristics of the products ;communicates dates about the mode of useing the product and the nature of the package. The package is also named dumb seller of the product. The package : Contributes to assortment diversification Contributes to the assessment of quality of goods Is a psychological factor acting on potential buyers.

Package

Requirements:

To present product whitout misleading buyers by creating some confusion about the product or brand To attract the consumers Show clearly the product and its use Present method of removing container after the use of product (to be returned, recycled)

Elements of achieveing the communication and marketing functions

How to manufacture the packaging Marking and labeling system Cosmetic packaging, that aspects of shape, color and harmony of color, graphics package.

Gathering all the elements Attract the attention of the buyers Materialization and marketing communication functions is done by: Signal (at point of sale), attracting the attention of customers through shape, size, graphics, color, smell, etc.., being an average initial support (eg promoting the package); Consumer information on legal claims: origin, composition, grade, its use-by date, unit price (label); Facilitating the identification, differentiation and type of product that contains it from competing products Function of containing the product - is obvious because of the need to assert the existence of packaging for the product which can be moved, changed, etc..

6.The factors that determine the choice of packaging

Companies always choose the package of a new product after some investigation , so known and big companies alway choose the most appropriate package for the new product.Why?To keeep the product in good shape and taste and to be chosen by the customers. When choosing a product everybody looks firstly at the packaging , because it is often the most important thing of a product.Why?Here are some factors that influence the choice of a package. Factors related to the product

nature of the product reflected by the state of aggregation of the product (gas, liquid, liquid with some viscosity, paste, mix, liquid, powder, granules, products with a distinct odor, perishable products, sticky, fragile, etc.)

shape and size of product: powder products (fine salt, powdered sugar, flour), produced grain (peas, beans, beans, etc..) products of different sizes. Eg. Large products (cooked meat and some dairy products, long pasta), smaller sized products (short pasta). Volume density of the product. For example, powdery products must take into account the phenomenon of agglomeration or compaction. The ability to withstand different product pressure, shock, vibration or sudden strikes. Ex: breaking eggs, biscuits or wafers.. Product behavior to changes in humidity or temperature values (care must be accredited adsorption phenomena can occur in certain storage conditions). Product compatibility with the packaging: the effect on product packaging, product compatibility between them.

Factors related to materials and packaging machinery Phisical and chemical properties with big importance: Color Thickness Weight The plastic porosity

Mechanical properties are important in choosing the packaging material: -the resistance at: bursting (as determined by the hydrostatic pressure necessary breakthrough circular area of material under specified conditions); tension (defined as the force applied per unit area parallel to the material conditions necessary to produce fracture in his data); at shock to repeated bending hardness - the property to prevent solids from entering their mass and other solids, which deform the surface. permeability and / or refer to the gas impermeability, aromas, vapors, liquids, light, UV radiation

weldability permeability at fat substance is particularly important permeability of microorganisms is important for cooked food properties resistant to of high materials temperatures:

Thermal Materials Form

Metal and glass High density polyethylene and packaging costs

The cost of packaging systems Expenses related to the packaging itself Development expenses Costs of distribution Personnel costs related to its market

Factors

For who is made the product? Where and how to sell? What quantity is convenient for the consumer? It is necessary the packaging? The aim: - Information about the product: quantity sold, the quality, price - Company producing the stimulation of competition aspect Retail service type: self-service sales to request, mail order etc. Age, social level of consumer Size, shape, weight of the container transport Packaging is the image of the producer

Study Case

The colors
What do the colors on the mentality? Qualia is a very popular term in the field of philosophy of mind and neuroscience. It refers broadly to both representations occurring in the mind but also the various sensations experienced by humans. Qualia is the quality of internal experience. This may be associated with both visual representations and sensations of pain, hunger, cold, etc.. For example, if we put two people to imagine a red ball is not certain that the two will imagine the same red ball with the same intensity or shade. This is because each has its own mental level a Qualia. Therefore, consumers perceive the same color in different ways a product, or it attaches a different VALUATION same product. It would be better to consider the psychology of color when you deal with design of marketing materials.Advice for product companies. What do the colors say ?The colors impact RED The color red is a stimulating general cause, incite to action, particularly in the psychomotor level, intellectually stimulating, activating, mobilizing, facilitating associations of ideas. The specific type of asset, autonomous locomotion, competitive force. The red color is very warm, exciting, mobilizing the flow of ideas. Red is a color that raises muscle tone, active breathing, increased blood pressure and induce a warm feeling. Excessive red gets really tiring because of these physiological effects. ORANGE Orange is a stimulating emotional, feeling close, color sociable, more active than yellow, leaves the impression of optimism, joy, on large areas can be irritating. Orangeul induce optimsm, joy, health impression of sociability, pleasant emotions. Orange heart pulses accelerate, maintain blood pressure, promotes secretion of gastric digestion. YELLOW Yellow stimulate and maintain alertness, increases the capacity to mobilize and focus attention, prone to communication skills, give a feeling of warmth and intimacy. Feature of the active, projective, expansive, investigative type and with high level of aspiration. Looked a long time, feeling tired, but is bearable in pale tones.

GREEN Green give a soothing effect, mood, relaxation, meditation, balance, safety, facilitates nerve disconnection. Characterizes type passive, defensive, autonomous.Express concentration, safety, introspection, self-evaluation. Green, although is considered a cold color it facilitates nerve disconnecting, promotes meditation, contemplation and association of ideas. Cold colors such as blue, violet, black, induce a state of calm, cold, weak, cold. It reduces the space and induce pessimism, doubt and sadness. BLUE Blue encourages the growth processes of inhibition and slow the pace of activity. urging for calm and dreamy, concentration and inner calmness, seriousness, meditation. In excess, lead to depression. It is characterized by deep feelings and emotions. Feature type passive, sensitive, perceptive. Too much blue gives a feeling of infinite distance. Blue also lowers blood pressure, muscle tension, pulse rate and lowers rerspiraia calm. VIOLET Violet gives a stimulating effect, disquieting and deterrent effect, give the sensation of gravity. Psychological significance is the sadness, melancholy, penance. The color purple is cold, disturbing and discouraging. Being composed of color red and blue, has contradictory effects, inducing feelings of optimism, sadness, attraction and repulsion, the fund relative calm anxiety. From a physiological point, violet increases cardiovascular and pulmonary activity. BLACK Black gives psychological effects of anxiety, retention, depression, introversion, impression depth, fullness and weight, meaning psycho sadness, finally, loneliness, separation, bereavement. Can be used as an element of separation, contrast or background for other colors. Black is a neutral color, cold, depression,reduces mental activity and metabolic activity. WHITE White has the effect of expansion, ease, gentleness, robustness, purity, coldness, expressing peace, reconciliation, peace, innocence, cleanliness, sobriety. White easily and cause intense muscle contraction of the pupil and eyeball, and therefore it is tiring.

Colors in advertising and packaging RED:COCA COLA

Is trying to combine the feelings, and the influence given by red, white and black that give the impression of depth, weight, reliability and also contrast or background for other colors.

Other brands that use red color:

ORANGE:FANTA
Color is actually a combination of two powerful and vivid colors: red and yellow. This color combination of heat, close attention and specific yellow with strength, conviction and confidence on red. Together they give a touch of good disposition, play and communication.

Other brands that use orange color

YELLOW:RAMA
Rama is a well known product for every woman.Firstly when Rama wanted to come on the market ,like every company, firstly thinks at the color of it`s product.The best color was chosen for Rama because ,the yellow color is the color of oil , and that`s Rama made from .

Other brands that use yellow

GREEN:AFTER EIGHT
After eight is one of the most delicious chocolate with mint.Why has the package green?Well , the package has two different colors of green and that`s because one represent the mint and the other much dark the chocolate.Here`s the product:

Other brands that use green

BLUE:PEPSI
Pepsi is trying to bring more color to inspire more life by combining several colors, especially blue background, which means using a common relationship, but without limitation, with a feeling of infinite freedom, but is defined in the product by the presence of their balls that combine this element with the safety of red color that stands out and attracts attention on the product quickly, and finally express the white silence.

Other brands that use blue color

VIOLET:MILKA
Milka ?The violet cow? But why is necessarily a cow? It embodies more than any other animal origin Milka brand: Alpine world, and milk from the Alps. Purple Cow, a symbol of quality, is considered a sympathetic character, believable and full of kindness. He won in the meantime, fans worldwide. Milka Cow decisive contributed to the annual sales: about 400 million tablets of chocolate, 30 million Easter Bunny and Santa Clauses and many other fine products Milka milk chocolate from the Alps, around the world.

Other brands that use violet

BLACK:BURN Burn it`s and energyzing and refreshing drink made by Coca Cola company.As an energy drink ,for Burn was chosen the black color.Why?because even if black is a neutral color gives a big impact on the customer`s eye.It`s a very powerful color and describes very well the mission of Burn.

Other brands that use black color

WHITE:MILK Every company that makes milk has it`s package white , but with different colors.Everybody choose white for the milk , because the milk it`s white and also this color is pure color .

Other brands that use white

Color Red

Brand CocaCola

Picture

Orange

Fanta

Yellow

Rama

Green

After Eight

Blue

Pepsi

Violet

Milka

Black

Burn

White

Milk

Since the visual impact is very important, the choice you make could mean the use of color in the message you want to send people to see your creation. The color means everything for the consumers ,because when we are in front of a shelf most of us choose the most colored product , because it has a big impact on us.Also when we want to buy something , we choose the color which represent our state of mind.

Conclusion

In today's competitive marketplace, companies are looking for stretched market share . Manufacturers in the food processing industry are therefore turning their attention to design food packaging in order to achieve product differentiation.

The basic principles of design food packaging are quite simple. The packaging has to be aesthetically appealing. Research has shown that the clients make a close positive association with the look of the packaging to the perceived benefits of the product. The design should incorporate vibrant colors that match with the image of the product. The next principle is that the packaging design should have an easy to use shape.

The process of design food packaging might seem quite complex. It could become easier with clear planning and close cooperation between the manufacturing and marketing departments. Food is one of the most important needs of the society. Therefore, there is a huge responsibility on the manufacturers to deliver safe and quality products to the consumers. Design food packaging is an important element of this function. But also an important thing when speaking about design in not only the shape or the beauty is also the color which sometimes makes us choose a product.Colors makes our life better , color makes us feel happy and color define our personality. But also ,when you buy something don`t forget to look at the label of the product.It`s important for our health.