Sample Annotated bibliography on Simple Packaging

Introduction

Packaging and pricing speak to an extremely solid approach to correspond with the target market and express the situating of the business. Packaging outline includes more than simply the look of the physical wrapper or external holder that an item comes in. Packaging can be the route in which servicers are bundled together for either the final consumer or the intermediate consumer. For physical items, the bundle mark or wrapper may speak to the item’s whole business situating, a rundown of components and advantages, publicizing, and advancement, particularly for littler organizations. The other prong of the item pricing must reflect not just your expenses to deliver the item or administration at the normal volume, additionally the quality your clients place on what you offer. Besides, packaging is an approach to separate your business from others, particularly in the consumer market. In this paper, the importance of indulging in simple packing would be emphasized and the and the extent at which it is attractive to the most of the consumers. Moreover, the paper will provide annotations of fourteen credible sources from books, magazines, and articles that would be used to prove that simple packaging is one of the methods of attracting many target market for a product.

Annotated bibliography

Arnold, C. (2009). What Should My Package Say? Packaging Research in Food Product Design and Development Moskowitz/Packaging Research in Food Product Design and Development, 3(3), 95-105.

In this article, the author has undertaken an in-depth analysis of the varieties that the efficient packaging can take. He focuses on the packaging for the service companies where he listed several forms such as the collection of the identification logo, tags, uniforms, and even tools. He put it clear that packaging does not necessarily need to be complicated for the product to be appealing to the consumers. He believes that simplicity in regards to the packaging of most of the items is the key to getting it right with the customers. Moreover, through his case study qualitative research, he came up with the idea that the significant thing is to identify a customer need and the identity in regards to the product. The article also features the packaging as a source of the communication tool for the organization. Therefore, this source would be great for my paper because it would be used to identify various forms of the packaging for the service companies. Besides, it would also be used to prove that packaging must not be complicated for the desired effect to be achieved.

Calver, G., & Taylor, L. (2007). What is packaging design? (2nd ed., Vol. 3, pp. 423-357). Mies, Switzerland: Roto Vision.

Here, the authors covered the importance of packaging as a way of communicating the positioning, values as well as the identity of both the product and the organization producing it. However, they stressed the important aspect that the packing must address; the values of the target market. The point that was clear in this source is that most of the consumer appreciates simple packaging of the products as opposed to the complicated ones. However, they stressed that the need of understanding the target market as a determinant of the nature of the packaging to adopt for the products. The author through his utilization of the case study research design, come up with a well-deliberated source. For the purpose of my paper, this source will be used in underlining the importance of the packaging as a tool of positioning both the product and the company to the target market.

Fifty Beautiful and Effective Package Designs. (2009). Retrieved November 14, 2015, from http://www.webdesignerdepot.com/2009/05/50-beautiful-and-effective-package-designs/

The author of this source has identified the power of the packing design as an important factor that influences the consumer when choosing one product instead of the other. Furthermore, the author proposes the need of being creative without the confines of the usual conventions together with the rules as a way of developing an effective packaging design. However, the author has stressed the need for the packaging to be appealing to the target market as a way of invoking the desired customers’ emotions. The author has undertaken a thorough research that led to the listing of the 50 beautifully designed packages that can be used as a point of references while dealing with this topic. The author involving the pictorial illustrations provide more than enough examples of what effective product package entails.

Fishel, C. (2010). Redesigning identity: Graphic design strategies for success (2nd ed., Vol. 3, pp. 22-24). Gloucester, Mass.: Rockport.

This source covered the significance of the graphic identity as a tool for capturing the buyer’s attention. In trying to drive his point home, he gave an example of different related items that are displayed on the shelves. He claimed that the products that are more likely to attract the attention of the potential buyers were most likely to possess what is called graphic identity. The author further defined graphic identity as the unique dimensional symbol that can be spotted by a potential target consumer to be associated with that particular product. The author used phenomenology qualitative research to provide different forms of graphic identity such as simple, unique logo, and letter shape. He recommended a simple form of the graphic identity to be most effective in attracting a high number of the product target consumers. Therefore, this source would be very significant for my paper because it would be used as a reference point of the use of graphic identity as a packaging tool for attracting consumers.

Janneke, B. Marielle E. H. Creusen, and Jan P. L. Schoormans. (2009). How Consumers Perceive Product Appearance: The Identification of Three-Product Appearance Attributes. Retrieved November 14, 2015, from http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/535/272

Jenneke and his colleagues gave a detailed account of how the appearance of the product can influence the consumer preferences. The most striking aspect of this source is the unique approach that the authors have undertaken in driving their point. They explored three important aspects that consumers are always on the lookout as a way of identification of the products. The three elements that the authors explored include modernity, playfulness, together with the simplicity of the product appearance. They went further to claim that these three attributes always go hand in hand as in describing the rational appearance of the product in regards to its market value. In validating their hypothesis, the authors conducted different ethnological research studies for each of the three aspects. Their results were overwhelming because they proved beyond reasonable doubt that simplicity as one of the attributes influences the consumer preferences on the product. In addition, their studies revealed that consumers prefer simply packed products. Therefore, this source will be used to back the claim that simplicity as far as the product packaging is concerned is critical in the attraction of the consumer in buying the product.

John F. Tanner Jr. and Mary Anne. (2013). Principles of Marketing: Managing New Products: The Product Life Cycle v. 1.0.Retrieved November 14, 2015, from http://catalog.flatworldknowledge.com/bookhub/2030?e=fwk-133234-ch07_s02#

John and his coauthors believed that through understanding the lifecycle of the product, it is possible to overcome the marketing challenges that products do face. They defined the product life cycle as the stages that product advances until it reaches the consumers. They believed that a product lifecycle is an important tool that can be used by the marketers in the management of the product acceptance and success when introduced into the market. They further put it clear that product lifecycle is about not only the processing of the product but also introducing it to the market until it reaches the target market. The most significant bit of this source is their usage of the qualitative research to point at the general appearance of the product as a tool for overcoming the challenges that products do face in the market. Therefore, this source would be used to point it out that simple packaging of the product is also an important tool not only for the established products in the market but also to the other products that are striving for a foothold in the market.

Klimchuk, M., & Krasovec, S. (2014). Packaging design: Successful product branding from concept to shelf (1st ed., Vol. 1, pp. 138-145). Hoboken, N.J.: J. Wiley & Sons.

The authors in this source believed that the product packaging must mirror the values of the potential buyers. Therefore, they purported that there is need of packaging the product or services with the background knowledge of the buyer’s lifestyle, opinions, demographics, as well as the interests. Therefore, the authors recommended that all of the aspects mentioned above must be reflected during packaging as name, package copy or as label design. However, they believed that both simple and complex packaging have the potential of attracting target consumers if they are applied relevant to the target consumers. The authors employed the use of grounded theory of qualitative research to come up with the detailed account of this source. This source is very crucial for my paper because it provide a comparative approach to dealing with both simple and complex packaging.

Linnemann, A. (2013). Product packaging design: An integrated approach (3rd ed., Vol. 2, pp. 357-371). Wageningen: Wageningen Academic.

Linnemann covered the need to appreciate, understand, and embrace different colors as a way of determining how to position the product. He gave an example of red color to symbolize excitements, which has been adopted by various companies to position different products. Examples of the products that the authors identified to be associated with red color include Pepsi, Coke, Folgers Coffee, and even the Marlboro. They went further to analyze other colors such as blue and green where they claim to symbolize serene, smoothness, and calmness. The one aspect that was clear in this source is that they believed in simplicity as a way of attracting many customers when it involves the use of color in the packaging materials. Therefore, this source would be used to provide another dimension of use of color as packaging components to prove that simple packaging is essential in attracting more customers for my paper.

Lorence, M. (2009). Development of packaging and products for the target market (2nd ed., Vol. 2, pp. 35-47). Cambridge: Woodhead Publishing.

This source takes us through the process of deciding the right packaging for a product. The author used an example of how to develop a package for a wheel cover. Moreover, he mentioned that a good product package must address three principal components namely the demographic of the consumers, opinions of the target groups as well as the lifestyle variables of the consumers. In this regards, the author employed the case study research method as a way of coming up with a real life account of how to develop a product packaging. The significance of this source as far as my paper is concerned is that it will be used to show how a consumer based product packaging can be developed.

Preece, S. (2014). The Five Things Product Packaging Must Do. Retrieved November 14, 2015, from http://www.forbes.com/sites/onmarketing/2014/07/23/the-five-things-product-packaging-must-do/

In this source, the author has identified five main issues that a product packaging must address for it to serve its intended purpose. The author identified these five issues, as be simple, stand out, emotional engagement, iconic assets creation, and the passing of the five-year-old test. He went further to provide an example of the iconic Coca-Cola brand and Apple brand that have followed the five components. Consequently, the author also is to the agreement that simplicity is one of the essential components of a successful product packaging. It is important to note that the author’s use of the phenomenology research method was crucial in producing a well-researched document that would provide a well-elaborated source for y paper.

Roth, P. (2007). Packaging – globe-packaging award. IF Yearbook Product 2007, 2(3), 122-154.

In this source, the author has covered the power of the product design in influencing the consumers on how the manufacturers perceive the product. In addition, the article also articulated how the product appearance assists the consumers to judge the not only the quality but also the durability of the product. The author also purported that a product appearance dictates how the consumer rates the producing company as well as the product itself. He provided a stunning revelation that some reserved consumers tend to shy away from purchasing products that are complicatedly packed because they argue that complicating packaging is a method of hiding the faultiness of the product. The important part of this source is the author utilization of the Correlation research study method where he correlated the nature of packaging of the car products with the consumers’ tastes. From his studies, he concluded that simple package designs tend to attract more consumers as opposed to the complicated package designs. Therefore, this source would be used as evidence showing the consumers preference of the simple packaging of the products as opposed to the complication of the packaging.

Rundh, B. (2012). Packaging design: Creating competitive advantage with product packaging. British Food Journal, 1(2), 88-102.

In this source, Rundh explored the marketing challenges that new products always face while entering the market. He cited stiff competition from the existing products in the market as one of the factors that challenge new products in the market. Furthermore, they also identified lack of the consumer’s confidence as another hindrance of the new products in the market. They used different products as examples of driving their point home. Examples of those products include electronics accessories, snacks, and Coke as a beverage product. The authors through qualitative historical research came up with a well-researched source that is credible for my paper. Moreover, this source would be significant for my paper in identifying the challenges that new products do face as they strive to venture into the new market.

Umeda, Y. (2012). Innovative product design towards a sustainable society proceedings of EcoDesign 2011: 7th International Symposium on Environmentally Conscious Design and Inverse Manufacturing (2nd ed., Vol. 2, pp. 234-254). Dordrecht: Springer.

The author of this book is a brand design consultant. He argues that the brand designers always have the wrong impression that most of the shoppers always make both rational and informed decisions before deciding on the product to buy. However, he revealed that most customers tend to buy by either a reaction or an instinctive. As a result, the brand developers do spend time and fortunes trying to come up with the most eye-catching, and sophisticated packaging methods with the aim of attracting many customers. From his ethnography qualitative researched book, the author came up with the idea that simplicity and the clarity are the keys towards developing a powerful packaging design with the potentiality of attracting many consumers. Therefore, this source would not only give a backing for the need of keeping it simple when developing the package for a product but also will provide the vital information from the expert pint of view.

Vitally, F. (2008, June 1). Beautiful and Expressive Packaging Design – Smashing Magazine. Retrieved November 14, 2015, from http://www.smashingmagazine.com/2008/06/beautiful-and-expressive-packaging-design/

According to the vitally (2008), the primary objective of the packaging design is to attract the attentions of the customers. Vitally also agrees that packaging design should alongside communicate with the customers with the aim of inducing the target consumers’ emotions. Moreover, Vitally described an effective design to be the one that is creative, simple, attractive, and impressive. The collections of different illustration of what the author think to be effective packaging design make this source ideal for my paper. Therefore, this source will be very significant for my research because it will be used to describe what the efficient packaging design.

Summary

From the above-discussed annotated bibliography, it is clear that item packaging plays a significant role in the marketing of the product. Packaging ought to dependably be outlined and made as simple as possible for the customers and customer-promoting blend.  This is because it will be the point of convergence for use in the publicizing correspondences later on; it needs to emerge in store to provide the marked item the on-rack deceivability it merits. Packaging likewise has a prominent part to play in building up a brand’s personality. Not just is the outline of the package is vital, its usefulness should likewise fill a need for both the purchaser and the customer.

The environment that surrounds the store is full of all sorts of items of different shapes, signs, and sizes. Recently, customer advertisers have indeed begun to concentrate more to item packaging. An item’s packaging is one of the most important devices in making brand to compete favorably in the market. It enables the brand to be recognized by the potential buyers while in the company of other related items. With the in-store environment turned out to be a fierce battleground nowadays, going through from brands to customers is currently much harder than at any other time. The huge rivalry between brands, the development of private name, and a additional advertisement within the store implies that brand and consumer advertisers have a colossal number of things to overcome to succeed at the Point of Purchase.

It is evident from a broad range of research studies that the majority of the shopping choices are still made in the store. Keeping this in mind, packaging has a fundamental part to play in accomplishing instant acknowledgment of the product. New items are propelled even more. Nevertheless, the significant factor that is behind the recently published role that packaging has paled as a marketing tool is the uniqueness and the simplicity. Therefore, it is of great importance for the package designers to develop unique but simple packages for the product.

References

Arnold, C. (2009). What Should My Package Say? Packaging Research in Food Product Design

and Development Moskowitz/Packaging Research in Food Product Design and Development, 3(3), 95-105.

Calver, G., & Taylor, L. (2007). What is packaging design? (2nd ed., Vol. 3, pp. 423-357). Mies,

Switzerland: Roto Vision.

Fifty Beautiful and Effective Package Designs. (2009). Retrieved November 14, 2015, from

http://www.webdesignerdepot.com/2009/05/50-beautiful-and-effective-package-designs/

Fishel, C. (2010). Redesigning identity: Graphic design strategies for success (2nd ed., Vol. 3,

  1. 22-24). Gloucester, Mass.: Rockport.

Janneke, B. Marielle E. H. Creusen, and Jan P. L. Schoormans. (2009). How Consumers

Perceive Product Appearance: The Identification of Three-Product Appearance Attributes. Retrieved November 14, 2015, from http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/535/272

John F. Tanner Jr. and Mary Anne. (2013). Principles of Marketing: Managing New Products:

The Product Life Cycle v. 1.0.Retrieved November 14, 2015, from http://catalog.flatworldknowledge.com/bookhub/2030?e=fwk-133234-ch07_s02#

Klimchuk, M., & Krasovec, S. (2014). Packaging design: Successful product branding from

concept to shelf (1st ed., Vol. 1, pp. 138-145). Hoboken, N.J.: J. Wiley & Sons.

Linnemann, A. (2013). Product packaging design: An integrated approach (3rd ed., Vol. 2, pp.       357-371). Wageningen: Wageningen Academic.

Lorence, M. (2009). Development of packaging and products for the target market (2nd ed., Vol.

2, pp. 35-47). Cambridge: Woodhead Publishing.

Preece, S. (2014). The Five Things Product Packaging Must Do. Retrieved November 14, 2015,

from http://www.forbes.com/sites/onmarketing/2014/07/23/the-five-things-product-packaging-must-do/

Rundh, B. (2012). Packaging design: Creating competitive advantage with product packaging.

British Food Journal, 1(2), 988-1002.

Roth, P. (2007). Packaging – globe packaging award. IF Yearbook Product 2007, 2(3), 122-154.

Umeda, Y. (2012). Inovative product design towards a sustainable society proceedings of

EcoDesign 2011: 7th International Symposium on Environmentally Conscious Design and Inverse Manufacturing (2nd ed., Vol. 2, pp. 234-254). Dordrecht: Springer.

Vitally, F. (2008, June 1). Beautiful and Expressive Packaging Design – Smashing Magazine.

Retrieved November 14, 2015, from http://www.smashingmagazine.com/2008/06/beautiful-and-expressive-packaging-design/