Packaging Design and Communication Accessibility - Erik Ciravegna at HCDI seminar

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Packaging Design and
Communication Accessibility
Erik Ciravegna, PhD
Politecnico di Milano, INDACO Department

Human Centred Design Institute (HCDI) . Brunel University . September 26th, 2011

Accessible packaging?

Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////

‘Wrap Rage’


‘Easy-open’ solutions


Communication design
and packaging accessibility?


Communication design perspective

Communication design deals with the project of all
the packaging components that support the processes of:
- identiﬁcation and recognition of product (as well as its brand);
- knowledge of its characteristics;
- awareness about all the production phases before the purchase;
- comprehension of the modalities of access, use and consumption.

e.g. forms of product representations, information about the package
and its content, operating instructions, graphical interfaces, etc.


Communication design does not refer only
to the seductive and persuasive functions.
Communication design should not be conﬁned
to the ‘surface’ of the package (styling).
Communication design refers to the object
in its wholeness, included its functioning.


Any operation, apparently easy,
always needs a ‘communication action’
to tell the user what gestures to do.
e.g. opening and re-closing of the package, its
manipulation, dosing and pouring of product, etc.


‘Invitations’ to use (affordances)
inscribed in the shape and in the surface treatments


lifting
unscrewing


pulling
tearing



‘Invitations’ to use (affordances)
inscribed in the shape and in the surface treatments

Sequences of verbal-iconic instructions
text and/or images (photos, illustrations, pictograms, etc.)

Communication
from Latin ‘communico’
= to make common, to share
= to put in relation, to relate
Communication Design
= to design the sharing
= to design the relation

Relating product and consumer

Through its communication components
(graphics, morphology, surface treatments),
packaging put in relation itself and its
content with the consumer, and activates
a ‘dialogue’ with him.

“Pack Addict” by D. Guarnieri, B. Pastore, A. Sardini
Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2004/2005

Relating product and consumer

“Pack Addict” by D. Guarnieri, B. Pastore, A. Sardini

What relation?
What criticalities?

What opportunities?
What spaces of intervention?


Identifying / recognising


Imagine you could not see...


“Normally” sighted

Partially sighted

Blind

“Sentire il packaging [Feeling/Hearing the Package]” by F. Pasini, L. Pozzoni, C. Stasi

testing packages with blind people*

* test conducted with the “Istituto dei Ciechi di Milano” (Institute of the Blind People, Milan)

“Sentire il packaging [Feeling/Hearing the Package]” by F. Pasini, L. Pozzoni, C. Stasi

but even if you could see...


at a glance
this product?
and recognise
can you identify


Product name
“Vidal bagnodoccia allo yogurt”
[Vidal shower-gel with yogurt]

Product typology
Shower-gel

Criticalities
1. Similarity with a package
of a yoghurt drink
2. Similarity with the perfume
of a fruit-ﬂavoured yoghurt

Ambiguity >> Shapes

“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. Tettamanzi

Food
Milk
Home Care
Muriatic Acid
Ammonia
Home Care
Bleach
Home Care


Ambiguity >> Colours


Food
Milk
Home Care

Decalciﬁer
Dishwasher
Food
Sport Supplement
Shower Gel
Personal Care


Food
Fruit Juice
Bath Foam
Personal Care
Food
Frying Oil
Home Care
Dish Soap


Shampoo
Personal Care
Food
Corn Oil
Home Care
Parquet Detergent
Fertilizer
Gardening


Ambiguity >> Surface treatments


Bath Soap
Personal Care
Home Care
Steel Degreaser
Food
Cereals and Fruit Oil
Car Shampoo
Car Accessories


Ambiguity >> Images


Shower Gel
Personal Care
Home Care
Floors Detergent
Food
Lemon Juice
Food
Lemon Juice


Shower Gel
Personal Care
Food
Chocolate
Bath Soap
Personal Care
Food
Dessert


Home Care
Fabric Softener
Personal Care
Shower Cream
Food
Almond Milk
Shampoo
Personal Care


A possible solution


Personal Care Home Care Food


Acquisition of knowledge


Information >> Ingredients


Allergens


A ‘treasure hunt’ over the package...


“L’allergene (nel) contenuto [Allergene Inside]” by P. Afonso Pedro, M. Bonetti, L.I. Elli, M. Ferrari

A provocative solution


“Packaging Ipercorretto (Hyper-correct Packaging)” by D. Citriniti

Turning the absence
of allergens into a brand value


http://www.lactoseintolerant.org


Tesco (UK), Free From


“Ergo Food” by M. Piovella, D. Stefani, D. Vitali

contaminazione

GLUTINE

Information Active Help Education
“Zero Gluten Contamination” dedicated tools for instructions for
as brand name gluten-free food preparation correct behaviours

“Contaminazione Zero Glutine [Zero Gluten Contamination]” by S. Bonaﬁni

“Contaminazione Zero Glutine [Zero Gluten Contamination]” by S. Bonaﬁni

Information >> Nutrition facts


visibility / ﬁndability of information
e.g. structural elements partially covering the nutrition facts


legibility / perceptibility of information
e.g. low contrast and interference with a non-uniform background


comprehensibility of information
e.g. confusion due to the overcrowding of an excessive number of languages


proﬁle as a brand value?
table or use of the nutritional
Standardisation of the nutrition


“Nutrition Facts Label” U.S. Food and Drug Administration (FDA) / Center For Food Safety & Applied Nutrition (CFSAN)


http://www.cartoonnetwork.com/promos/200804_fda/index.html


Tesco (UK), Healthy Living


Tesco (UK), Carb Control


Boots (UK), Shapers

dott. Erik Ciravegna . 22 maggio 2008 . NEOTRON CONFERENCE >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Design Agency: Boxer (Birmingham, UK)


“La tavola del buon senso [The table of good sense]” by E. Piana, M. Porpora, C. Sartori.

Study of the nutrition facts table


primary area


primary area + secondary area


development


Information >> Product durability


of fresh products
of the expiry date
Highlighting the values
and of the short shelf-life


“Scadenze da rispettare [Deadlines to be respected]” by P. Terzi, S. Tomasello, A. Zambardi

Evocative images Expiry date Short shelf-life Product
expressing values like communicated communicated speciﬁcations
beauty and lightness as main information as main brand value

“Scadenze da rispettare [Deadlines to be respected]” by P. Terzi, S. Tomasello, A. Zambardi

A research project*
on expiry date
communication accessibility

* developed in 2007-2008 at Politecnico di Milano
with the support of Italian Ministry of Economical Development

Ambiguous and not clear coding of information
Coexistence and crowding of different information


Structural elements which compromise the visibility of information


of packaging by the consumer
Loss of information after the opening or, more in general, the manipulation


Absence of a dedicated space where to place the information


to what it is declared on the sale unit
Incorrect positioning of the information, which does not correspond


Small size of characters


Inadequate light/colour contrast between information and background.


Interference with non uniform background


Incomplete information, because printed incorrectly or damaged


A tool on support of
the project of packaging
communication accessibility


Guide-lines for the communication
of product durability and expiry date
developed in 2008 at Politecnico di Milano for
the Italian Ministry of Economical Development

✓
✓
✓
Findability

Guide-lines 18 > 21
Guide-lines 10 > 17
Guide-lines 01 > 09

Perceptibility

Comprehensibility


Best practices


some considerations
Packaging design and
communication accessibility:


Packaging communication accessibility /1

Information conveyed by a package can be considered plainly
accessible when they are easily and immediately:

- ﬁndable over the package surface, even if the user is not willing
to seek them (e.g. in case of warnings and hazard information);

- perceptible, that means easily legible in the case of written
information (e.g. expiry date);

- comprehensible, through an easy and immediate verbal-iconic
language without the use of technical terms or codes, symbols,
etc. that are rarely used or not shared by all.


Information should be selected, coded and organised so that the
user could:

- reach an expected goal (with effectiveness);
- act with the minimum waste of resources,
in terms of time, cognitive effort, etc. (with efﬁciency);

- satisfy his explicit and implicit needs (with satisfaction).


Such conditions should be satisﬁed in relation to the speciﬁc
characteristics, needs, situations of each user.

- in case of visual and/or cognitive disabilities
(partially sighted people, elderly people, etc.).

- in more or less favourable situations of use
(e.g. in few lighting conditions, while in hurry ecc.).


Information should then be conveyed in a way:

- clear (simple to understand by the several different users);
- transparent (correct and not misleading);
- appropriate (adequate to the speciﬁc communicative context
and to the speciﬁc objectives to reach);

- coherent (from the point of view of the language used).

mailto: erik.ciravegna@polimi.it
http://www.accessdesignresearch.org
http://www.packagingdesignarchive.org


Packaging Design and Communication Accessibility - Erik Ciravegna at HCDI seminar

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