Open Post #5: Familiarity Packaging

A popular method in packaging today is using familiarity - the ability to be drawn in because of recognizing something displayed on a product package. Many companies create a new theme to their product packaging that relates to popular shows, movies, comics, etc.

Example: Dark Brew Coffee House - Star Wars

Trooper and Vader

With the dawn of the 7th Star Wars movie coming out, Star Wars is buzzing anywhere and everywhere. What better way to market a product than relating it to something that society is crawling over? The slogan, "come to the dark side & drink dark brew coffee" relates the popular "dark side" from Star Wars to the dark coffee being advertised. Along with a catchy slogan, Dark Brew Coffee House uses fun, Star Wars related packaging for their lids and cups. I'm far from a die-hard Star Wars fan, but even I can't deny the lids that mirror the masks of Storm Trooper and Darth Vader are awesome.

Star Wars Packaging

The packaging of cups display quotes that replace certain words from Star Wars lines and relate them to Dark Brew Coffee House's coffee. One famous line that is used is "I find your lack of faith disturbing"; they replace "faith" with "caffeine", converting it to "I find your lack of caffeine disturbing". This method is not only effective but it's entertaining for customers and also people working in the packaging design field. I would absolutely enjoy creating designs like these ones that attract consumers in ways that are fun, creative, and culturally popular.

Sources Cited 
"Dark Brew Coffee House (Concept)" Packaging of the World. Web. 27 Feb. 2016.

Prompted Post #5: CoPPAC

A student organization related to my field is called CoPPAC (Coalition of Packaging Professionals and Academic Connections). I interviewed a girl from my “PKG101” class that’s in CoPPAC and was able to get the gist of the club. This club includes activities such as field trips to packaging student events, attendance at packaging industry trade shows, company visits, and social events with other packaging students and faculty. CoPPAC meets every Tuesday, advised by a faculty member of Michigan State, and listens to guest speakers from the industry or other programs.

CoPPAC

While many other MSU student groups communicate by entertainment, meeting new people, or making a difference, this organization is solely focused on learning. The topics of discussion at every meeting range from learning about internship opportunities to innovations in packaging design. CoPPAC is a great thing not only for Michigan State packaging students, but the packaging industry too. 

Sources Cited 

"CoPPAC." E-mail interview. 26 Feb. 2016.

Prompted Post #4 Scholarly Articles vs. Newspaper Articles

Five weeks of reading articles, blogs, and journal entries, has taught me far more than the miscellaneous packaging information I put on this blog. My ability to decipher between types of authors has grown emensely, bettering my understanding of author purpose, delivery, and style. These understandings shaped the way for my learning how to compare/contrast a scholarly article written by a professional from a newspaper article written by a generic journalist. I read the scholarly article, "Recent Trends in Packaging of Dairy and Food Products" composed by three professionals from the field of packaging, and a newspaper article from The Economic Times, "Indian Packaging Industry to Touch $32 billion by 2025." The purpose, delivery, and style in the two pieces are vastly different:

Scholarly Article Authors

·        Style = very trustworthy, unbiased, and formal - readers can be confident that the author is trying to help them fully understand the subject, not luring them to formate an opinion similar to their own. 

·       Delivery Type = use of statistics, graphs, tables, examples, and sections – very easy for readers to interpret and relate to, and not fall asleep reading. 

·       Purpose = simply to teach readers about factual findings and experiences that are important.

In the scholarly article, “Recent Trends in Packaging of Dairy and Food Products” the authors are striving to show readers the innovativeness of several new packaging designs. These designs range from being oxygen and moisture absorbent, to cholesterol and antioxidant absorbent. “In moisture sensitive foods, excess moisture in packages can have detrimental effects like caking in powdered products, softening of crispy products (crackers) and moistening of hygroscopic products (sweets and candy).” (Patel. Para 8) This is a great representation of writing similar to most scholarly articles. It is factual and provides cause/effect scenarios, gives examples of not only the detrimental effects of moisture exposure, but also more detailed examples of the food products being listed. The authors of this article make and fully support their statement with a clear visual so that all readers can understand and interpret the material correctly. 

Newspaper Article Authors

Style = biased, progressive, and misleading - readers are being lured into the author's opinion.

Delivery Type = present information by using words that infer change and quotes from known members of society - misleads readers to believe the information being presented will directly affect them.

Purpose = To persuade readers into believing that certain things are happening in a given area, confirmed by people who are generally trusted in society. 
In The Economic Times newspaper article, "Indian Packaging Industry to touch $32 bn by 2025," the author is persuading readers to the belief that the Indian Packaging Industry is spiralling upward and will be even better if "x" things change. Natchiappan, Union Minister of India, was quoted in the article several times. He guaranteed that "India can become a technology transfer driven to rejuvenating the use of agricultural by-products for packaging. India has the potential to be a world leader in packaging and innovation going forward." ("Indian Packaging Industry..." Para 10) This accurately represents the style, tone, and purpose of many newspaper articles. The use of quotes from trustworthy members of society, like a Union Minister, grabs the reader's attention and confirms the information as "reliable." Several words in this one quote have very good connotations:"can become", "potential", and "world leader". People want to see good things happening in the world, and good things for the future; the words and phrases being used guarantee progression, temporarily satisfying readers. The article also claims that India can become a world leader if "this" happens. This method of input/output persuades society into taking action because they are being mislead to believe certain things will create a better, more powerful world for them. And what society doesn't want that, right? 

When it comes to an overall comparison, scholarly articles are generally much stronger than newspaper articles for a number of reasons. The style, purpose, and delivery of scholarly articles is focused, helpful, reliable, and easy to work with. Newspaper articles, on the other hand, has a style, purpose, and delivery that is not focused, reliable, or even really helpful. Newspaper articles reflect a society and what is wanted to be achieved concerning a subject. Scholarly articles reflect parts of the subject that are current, factual, and used to better educate readers. 

Sources Cited
"Indian Packaging Industry to Touch $32 Bn by 2025." Timesofindia-economictimes. Bennett, Coleman & Co., 6 Jan. 2014. Web. 24 Feb. 2016.

Patel, Rinkel, J.P. Prajapati, and Smitha Balakrishnan. "Recent Trends in Packaging of Dairy and Food Products." Comp. Department of Dairy Technology and Department of Dairy Chemistry. Google Scholar. Dairyknowledge.in, Jan. 2016. Web. 23 Feb. 2016.

Open Post #4 China vs. U.S. Manufacturing

After interviewing one of the plant managers for Stephen Gould Corporation, Don Wallunas, I looked into other common misconceptions of packaging managers and manufacturers. An article from The Washington Post caught my attention; the article was confuting the mythical belief that U.S. Manufacturing can in no way compete with China.

Over the past decade, Chinese Manufacturing has exceeded America's and taken the lead in global manufacturing. The United States, along with China, Brazil, Russia, and India - also known as BRIC, are the world's top manufacturers in today's day. However, people fail to realize how close the U.S. output is to that of China's. The United States's output has grown enormously over the past decade and now far surpasses traditional powerhouses such as Japan and Germany. From 2002 to 2014, the manufactured goods annualy exported in this country grew from $600 billion to $1400 billion (nam.org. Para 3). While China has a 22% world-share of manufacturing activity, the U.S. follows in second place with 17.4%. China is the "best" simply because they have experienced "extremely fast growth in physical volume of manufacturing activity with the modest inflation"(Meckstroth. Para 1).

China may be in first place, but first the worst, second the best, right? The United States seems to be a step behind China, but we are making just as many manufacturing gains, if not more. As of 2012, "China has more than four times the population of the United States, and though its manufacturing intensity of $1,856 per capita value-added this year is high for a developing economy, it is well behind advanced countries such as the United States ($6,280)"(Meckstroth. Para 1.) Looking at per capita value, the United States is manufacturing almost triple the value China is. 

After reading this article, I researched about China's costs of production. My findings revealed that China's reputation of having the lowest manufacturing-cost, is actually false. Throw away the old playbook and get this - according to researchers from Bloomberg Business, the countries with the lowest manufacturing-costs are Indonesia, then Mexico, Thailand, and India. China comes next, quickly followed by it's happy competitor, us! We may not be the cheapest manufacturing country in the world, but China isn't either. America is easily running alongside China in this race to be top manufacturing country; "As Chinese labor costs rise, American productivity improves, and U.S. energy expenses fall, the difference in manufacturing costs between China and the U.S. has narrowed to such degree that it's almost negligible" (Sinkin. Para 5). 

Sources Cited 
Meckstroth, Dan. "MAPI." China Has a Dominant Share of World Manufacturing. 6 Jan. 2014. Web. 23 Feb. 2016.

Nam.org. "United States Manufacturing Facts." National Association of Manufacturers. Feb 2015. Web. 20 Feb. 2016

Sirkin, Harold L."China vs. the U.S.: It's Just as Cheap to Make Goods in the USA." Bloomberg.com. Bloomberg, 25 Apr. 2014. Web. 21 Feb. 2016.

Prompted Post #3 Interview of Field Member

Before my arrival at Michigan State University, I had not even heard of the degree packaging. My dad suggested that I look into it, given I was a soon-to-be college student with an undetermined major. He told me that Michigan State is one of the few schools that offers this degree, and also would frequently refer to a family friend of ours who graduated from Michigan State's School of Packaging, working a job that pays big bucks, and I mean big bucks. A degree varying in career paths and fairly promising of a well paying job is something that any indecisive freshmen, like me, would see interest in. Thanks to my dad and our ideally exampled family friend, I'm now almost a quarter of the way to graduating with a degree in packaging.

Who better to interview in this field than the man who inspired me to join it? Don Wallunas is his name, better known as one of the few chosen Plant Managers for Stephen Gould packaging materials and manufacturing. This man's career is impressive to say the least. Wallunas lives in Fremont, CA, working for the largest independent packaging and prints solutions company in the country....and did I mention he makes millions doing it? Thanks to my stepmom's close friendship with Don's sister, I was able to ask him a few questions about his everyday work, use of writing in his career, and misconceptions of manufacturing plants/plant managers.

As a plant manager, Wallunas summarily watches over and organizes the daily operations of the manufacturing plant. "I oversee employees, production and efficiency, and make sure everything is running smoothly, quickly, efficiently, and of course, safely"(Wallunas). Manufacturing plants are so occupied and frenzied, implying that the plant manager must be on his/her A-game at all times. Whether it be assigning, scheduling, hiring/training, or monitoring, Wallunas does numerous jobs that infer he is a very skilled person. During Don's stay at Michigan State, he worked to improve various skills necessary for his career: interpersonal, leadership, problem-solving, time management, and let's not forget a very important one - his writing skills.

Don happens to use writing in almost every task he faces at work. "Writing skills are paramount in this job. I am constantly writing up worker and production/shipping schedules, worker and product data, and constantly conversing with other plants, plant managers, or senior management by phone or email"(Wallunas). It would be suspected that math or science concepts would be used exceedingly more than writing skills in this type of career, but that's just one of the many misconceptions most people, even me, have about plant managers.

Another common misconception Wallunas mentioned was the stereotyping that most people have of manufacturers' jobs in general. He's no manufacturer, rather a plant manager, but this was seemingly important to him. The majority of people with little education about manufacturing plants assume that production teams are just a technical step in the making of a product or package. The technicians, especially ones who Don works with, are extremely educated about which models and designs will work best and which will not. "The best innovation is when design teams are integrated with production teams. Product designers can get feedback about the practical constraints involved in manufacturing and can fine-tune designs accordingly"(Wallunas). Manufacturers aren't just people who control machinery, they are idea-filled, innovative constructors.

After having the privilege of speaking with Don Wallunas, my view on this field has definitely been altered. I have a greater respect for plant managers because of their various responsibilities; I better understand the relevance of writing in packaging jobs; I look at manufacturers and their talents at a new, much higher level.

Sources Cited
Wallunas, Don. "Interview with Don Wallunas." Telephone interview. 13 Feb. 2016.

Open Post #3 Jiffy Mix

You see it in your pantry, catch it during the parade, and tour it in the third grade; what is it? It’s Jiffy Mix. Jiffy is a brand of baking mixes marketed by the Chelsea Milling Company located in my hometown, Chelsea, MI. As the first prepared baking mix in the United States by Mabel White Holmes, Jiffy takes the “cake” for 65% market share of all prepared muffin mixes, and 90% of the corn muffin mix. I will admit, they do have good corn bread, but what is really so special about Jiffy Mix? Why is it so successful? Before I answer that, I'm sure you are all wondering why I have so much interest in learning more about this business.

Living in Chelsea makes Jiffy Mix is a huge part of my daily life. Aside from elementary school tours of the plant and muffin mix being thrown at me during the town parade, I drive by the mill every day, received presentations from different Holmes family members in high school, and I like to eat jiffy mix, a lot. Also, I am obviously a packaging major, and I am interested in getting more experience. What looks better on a job resume than working for a business as successful as this one, that originated in your hometown? This summer, if lucky, I want to work as an intern with the “packagers” of Jiffy.

Luckily, the two things I’m trying to learn more about correlate; the success of Jiffy and the packaging background of Jiffy. Packaging, as previously learned, is not just about the package physically. It’s about brand trust and unique/effective marketing. The thing that stands out most about this business is how distinct it is compared to other businesses. This is a family-owned business that has been passed down to the retired Atlantic racecar driving champion, grandson, Howdy Holmes. The reason this family ownership is so unique is because it “refuses debt-financing and lucrative offers to hand the business over to a corporate conglomerate backed by a big bank.” (qtd in Suter para. 5) To clear that up, this family is smart with their money and is not going to let some brat from Wall Street tell them how to run their company. Jiffy produces 1.6 million boxes of baking mix each day and sells them for 40-60 cents a box. And how exactly do they do so well economically if their products are sold for dirt cheap? They do no advertising and their packaging never evolves. An interview with CEO Howdy Holmes revealed “the 30% to 52% off final price jiffy saves not advertising or making flashy packaging is passed on to customers in a form of low prices.” (qtd in Suter para. 4)

 Packaging is solely a method to better the company in different ways whether it be saving or making money. Time is money though, right? Jiffy wastes no time creating complex packaging; the white box and blue brand logo is remembered by all customers because it hasn’t changed since 1930, and it is not changing any time soon. Consumers trust these colors and design because with each batch of muffins they make, comes the thought of the family-oriented, consumer-friendly business that made the taste possible. Jiffy is consumer-friendly to say the least: Howdy Holmes stated that "most Americans don't have two homes or much extra money to spend on things that aren't necessary. We provide high-quality ingredients at the best price to help as many customers as possible." (qtd in Suter para. 8) Jiffy is not just a business, it’s your friend.

Sources Cited

“JIFFY” Mix – America’s Favorite – From Chelsea Milling Company. Chelsea Milling Co., Web. 11 Feb. 2016.

 Suter, Cory. “7 Reasons This Muffin Mix Can Save America.” Mic. Mic Network Inc. All, 29 Mar. 2013. Web. 13 Feb. 2016.

Open Post #2 Package Design Advancements - McDonald's

Evolution of Packaging Design 

Competition is everything in the marketing world, and every brand wants to be better than the next. Because of this, brand and packaging design advancements are made left and right. Look at McDonald’s – this billion-dollar corporation has experienced extreme packaging evolvement in its 61 years of existence. I took a peek at an article about this corporation’s new advancements and found something: as of last month, McDonald’s introduced its new, simplified packaging design. The process involved McDonald’s pulling together a team of designers from several agencies in Germany, Hong Kong, Australia, and the UK. After a week, the final designs were given to McDonald’s lead packaging consultancy, Boxer (UK), who worked them up into the final packaging. McDonald’s has a vision is to be a modern and progressive burger company, and this new design is simple, fresh, and consistent with that. This is a perfect example of the importance of packaging design because McDonald’s is making just small alterations in font size and color to create a better, more respected relationship with its customers.

Packaging Design Today 

Sources Cited:

"McDonald's Launches New Packaging Designed by UK Agency Boxer." It’s Nice That. N.p., 12 Jan. 2016. Web. 24 Feb. 2016.