Packaging Top 10 Tips

In order to help you develop your packaging more productively, we have generated a series of  FREE short 1-2 minute videos detailing our Tip Ten Tips for getting it right. We will be posting 1 x video per day on this blog site over a 10 day period – so keep a look out for them – they could save you a £££$$$ fortune in the long run!

So here’s the first of our Top 10 Tip videos:

DAY 1 – Tip No1: Packaging ideas & issues to consider early on in the process, bringing your ideas to life and undertaking market research. Click on the link below to go to the video.

Happy Packaging. Cheers Chris

Today’s Video:

Packaging Tip No1 – Planning it out – by Chris Penfold – Design Cognition

Look out tomorrow for Tip No 2 – keeping it simple & fit for purpose…..

A  big “Thank You” to  all of you who visited our stand at the EasyFairs packaging Innovations show over the past couple of days, it was great to meet you and have some really engaging and insightful packaging conversations. We had a tremendous number of enquiries, are working our way through all of the accumlated information now and will be get back to you all over the next few days.

“Happy Packaging” from all of the Design Cognition team!

Cheers

Chris Penfold

Some of The Design Cognition team on the EasyFairs Packaging Innovations stand

At Design Cognition, we are passionate about packaging, design & creativity. We like to work with some of the worlds’ leading edge packaging designers, but also identify and nurture some of the brightest up-and-coming talent coming into the industry. We’re on a mission to unearth the very best designers and creators to see what makes them ‘tick, what ‘fires them up’ to get out of bed in the morning and who/what inspires them. We’re starting a a new initiative called the ‘Creative Spotlight’. In the first of the series we’ve interviewed a fantastic designer from California called ‘Elo’ (MarcELO), who has a very distinctive style all his own. Enjoy! and watch out for other great designer interviews coming soon! Chris Penfold

1. Elo, could you tell us where you’re from and how you got started in the field?

I originally come from South America, Rio de Janeiro, Brazil. I’ve also lived in Europe and Canada. Today I live in sunny San Diego, California. I came here for school, I graduated and I run my own freelance design company, ElO Designs. I was always involved with art ever since I was a kid. My sisters and I did some plays together and then I thought I was going to be a singer. I took singing classes for 1 year and I formed a band. We were great but too many. Then things started to fall apart and the band was over after a year. Since I like traveling, I wanted to create a website to show my friends and family the places I was visiting at the time. So, I bought my first HTML book and started to learn all by myself how to create websites using only the codes and the notepad. I thought it was a lot of fun and after that I never stopped. My older sister was a graphic designer at the time, she didn’t have a computer and was doing all the arts by hand. Using amber leaf and ruby leaf, gluing stuff together, using the T ruler and ink
pens that needed to be soaked in water over night. “What a mess it was”, (laughs) but I learned a lot from her as well!.

Elo's lovely 'te' packaging for an upmarket tea range

2. Elo, what gives you inspiration when starting a design project? How do you blend all of your ideas in a harmonious way?

Well, my inspiration comes from various places: TV shows, patters, nature, magazines, or just from playing my games sometimes. There are days that my mind is a complete blank. And there are some other days that I get up in the middle of the night with a great idea. Then I either have to write it down or go to the computer and start working on it right away… Now, if I’m working with clients I have a questionare that I send to them to try to understand what they want me to do. Most of the time things go smoothly but sometimes clients have no idea what they want and it gets a little bit hard. In that case, I would say that, when working with indecisive clients it’s always good not to send them too many ideas. Limit yourself to 3 concepts. I like working with colors but I don’t like it when the colors overpower the final composition. So, I try to be really careful on that. It’s also good to know and understand color theory, color wheel, primary, secondary and tertiary colors. That helps to find the balance in the final composition.

Elo's 'old globe' brochure work

3. Did you study graphic design formally in school/college (did that include packaging & typography?) or are you a self-taught artist? And in your opinion what are the pro’s and con’s of each route?
I went to a great Design School here in California and I got an AA( associate degree) in Graphic Arts with great professors. I’m specialized in packaging and print design. I think that when you have some talent school always counts and you can learn great techniques from other professionals. I have seen great design work from people with no schooling and I have seen portfolios from people with Bachelor Degrees that make me think ‘Ummm…really???’. So, I guess it all depends. School helps, It will also help to get technical if you’re not so talented. But school won’t make you. You are the only one who will find your own identity as a designer or artist.

Elo's artistic 'Explore' range of book covers

4. How do you define yourself as a designer and what strong point do you think that every packaging designer should have?

I define myself as an artist who has a design career for now. I think every packaging designer has to think ‘outside of the box’. It’s important to think about sustainability and about the practical part of the design you are creating. The most important thing is to think about the target audience you are designing/creating for, because they are the ones who are going to consume your product.

Elo's 'naturals' packagng range

5. How do you feel that packaging design work differs from other areas in which you work? Why do you think that is?

Well, I like packaging and branding the most amongst all other things that I do.. I also love what I have been doing at the moment, called: “Photo Illustration”. It lets me be very creative and show the ‘true me’ as a designer. But I think all areas have their own importance. Today as a designer you must know a little bit about everything. We are all visual human beings and we are surrounded by designs everywhere. From the time get up to the time we go to bed. If the color differs, if the shape differs, if the usage of the product differs, if you respect the visual hierarchy, the product will cause an instant reaction to the consumers and will stand out from the shelves. That’s when you know the design really works, when it stands out amongst others.

'Birds' - an example of Elo's amazing 'Photo Illustration' work

6. What’s your favourite piece of packaging design work that you’ve undertaken yourself and why?

I’m happy with all my designs. I never put anything out there if I’m not 100% happy with it. But one of my favorite pieces is my “Eko” Home Cleaning Supplies Design. I put a  lot of thought into it. I was really happy with the overall result and I think I accomplished it beautifully, from the color pallet to the cohesion of the illustrations. The design was recently asked to be featured in a Japanese magazine about packaging and design. I guess I can call it successful right?! (laughs).

Elo's distinctive EKO packaging design

7. What’s your favourite all-time piece of packaging design that’s out on the market (i.e. designed by someone else) and why?

Oh Man…. that is a tough question for me ’cause I like so many designs. Target these days has great packaging designs. I like “Method” home products, I like “Scotch Brite” eco-friendly sponges, I like Paul Michel shampoo packaging, Aveda has great packaging and great ads as well, I like Michael Graves(industrial design) and Apple designs.

Distinctive packaging of the 'Method' range of homecare products

8. Thinking specifically about packaging design, who would you say provides you with “design inspiration,” meaning designers that you look up to; and also tell us why you feel this way about  them, what makes them special?

I try not to look much on already done stuff. So, this way when I design something I get my own signature to the product I’m working on. But there are tons of designers that I appreciate, I Like: Michael Graves(Industrial designs) visit his website at (http://www.michaelgraves.com/mgdg.htm) The guy is a genius. Everything he does has this round polished shape to it and when you look at his products you say: “That is Michael Graves”!

One of Michael Graves' zany kettle designs

9.  Any final thoughts for our readers?

When you do something in life, do it with your heart. Always try to push yourself over the limit to get better and better. Read, undertake research, visit blogs, create your own blog, connect to some other groups. There are so many fantastic designers around the world. Never limit yourself. You won’t have fireworks all the time. And you might also find people with huge egos, who will try to cut you off or turn you down as in any other artistic industry. But if you stay true to yourself you will get there!

10. Elo, where can we find you on-line?

My personal website is always an endless work in process. Right now I’m still working on it but you can find me on-line in various places. Here are some:
http://www.coroflot.com/elodesigns
http://elodesigns.deviantart.com
http://www.behance.net/elodesigner
http://thinksmartdesigns.blogspot.com/
http://twitter.com/elodesigner

That’s great. Thanks Elo and all the best for the future – you’re doing some wonderful work there – keep it up.

Cheers

Chris

Design Cognition are offering a limited number of FREE product and packaging advisory sessions.  Are you worried about the non-compliance of any of your products?  Do you know what regulations your products need to comply to? – Why not book yourself one of these limited sessions and come for a chat?

 If you are attending easyFairs Packaging Innovations show at the NEC (UK 24-25 Feb) then why not take advantage of this fantastic FREE offer?  To book one of the limited 15 minute sessions simply email packagingsurgery@designcognition.com

 Places are limited though, so if you aren’t quick enough to book one, why not visit us on STAND 582 – right by the main entrance – to leave us your details and arrange a follow-up chat after the show.

If you’ve not already registered for the show why not do it now by following this link and becoming a Design Cognition visitor.

Below is a really interesting technological packaging advancement that is truly exciting and could have major benefits in the healthcare and pharma packaging & clinical trials sectors. Design Cognition also believe that this technology has further application in other dosage forms and sectors and is working with DSM TCG & GP Solutions (UK) Ltd to develop the OtCM™ and Dose Guard™ technologies in innovative ways to meet the demands of end-users and industry and bring this product to market in a viable & cost-effective manner.

Please contact me (chris@designcognition.com) if you’d like more information or come and visit us at Packaging Innovations at the NEC, Birmingham UK on 24th or 25th Feb (stand 582), where we can discuss in more detail. You can register HERE.  Chris Penfold

When was the last time you forgot to take your medication? Odds are that it was within the last week. This makes you part of the millions of patients who don’t take their medications as prescribed by their physician. Medication non-adherence, or mal-compliance, as it is commonly called, is a problem that disrupts the healthcare system in many ways. If you don’t take your medication odds are that you won’t get the full benefit of the treatment. As former US surgeon general Dr. C. Everett Koop said, “Drugs don’t work in people who don’t take them”. In the worst case, you could be among the patient population who are hospitalized as a result medication non-adherence. The cost to the healthcare system? Phenomenal! Mortality count? Sinister! Morbidity rates? Unacceptable!

At its root, this problem, like many, is a problem of human behaviour. Even Hippocrates (460-377 BC), the “Godfather of Medicine”, gave early warnings of the non-compliance issues to his students and colleagues. (”Keep watch for that fault in patients which makes them lie about the taking of things prescribed.”). Even though we are “creatures of habit”, we often lose momentum when taking medications, especially for chronic conditions.

The Non-Compliance Money Waste List

There have been several attempts at using technology to influence compliance rates. As one scans the Web looking for potential help, some solutions that arise include:   (1) A variety of medication reminders that will beep, blip or blurt when it is time to take your medication. (2) A variety of devices that can track the number of times a medication dosage has been removed from a medication pack or a medication container (USA) that has been opened. The data collected can be downloaded at the doctor’s office or pharmacy to check compliance statistics. (3) A variety of devices that can remind the patient to take their medications and confirm that they have taken it by pressing a button to send the data.  (4) A miscellaneous group of reminder devices with alarms, like automated pill boxes or wrist watches.

OtCM™ -  Objective therapy Compliance Measurement.

One of the weaknesses of these approaches is that one can never guarantee that the patients have taken their medicine after an alarm. In fact, one can’t detect if the medication unit dosage has been taken, or if the medication unit dosage has even been taken at the right time.

A new technology has arrived that has the potential to dramatically impact the therapy compliance rates for individuals, particularly seniors, as they go about their daily lives. The name of this technology is OtCM™, Objective therapy Compliance Measurement, using the most recent RFID/NFC (Radio Frequency Identification, Near Field Communication) technology, including embedded sensor functionalities, and combined with printed organic electronics.  The OtCM™ application was invented by Jos Geboers and Willem Kort, who are working in the healthcare industry, especially in clinical pharmaceutical R&D, Health Economics, Outcomes Research and Patient Recorded Outcomes.  To that purpose Messrs. Geboers and Kort initiated the foundation of a consortium that includes all players, i.e. top listed pharmaceutical companies, medication packagers, health insurers and Royal DSM N.V.: “The Compliers Group” (DSM TCG).  DSM TCG wanted a way to be as certain as possible that patients were taking their medications at the correct frequency each day. They knew that, whatever solution they decided on, it needed to be “real time” since any delays in therapy could have serious health consequences. A novel system for measuring the time and quantity of drugs taken out of conventional, existing medication packaging or medication container, is used.  “Leading” versus “Bleeding” edge …

The existing medication package will do …

The system consists of conventional, existing medication blister pack (or “bottle”) of a given prescription drug furnished with “organic electronics” (circuitry, power supply), i.e. functional polymers and coatings, to print “the micromechatronic blister/bottle”. A “traditional” silicon RFID/NFC IC (Integrated Circuit) that has been especially designed for OtCM™ with integrated interfaces for i.e. clock and temperature functionality, provide the intelligence to identify data (date-time) of pills/capsules that have been taken out of the blister pack/bottle, whilst wireless Radio Frequency (RF) techniques (NFC, Near Field Communication) are able to transfer data wirelessly from the “OtCM™ enabled blister/bottle” onto DSM TCG’s webserver.

Driven by the intelligence of the RFID chip, embedded in the “mechatronic circuitry”, and the printed power supply (capacitator, battery), an electric current is circulating through the circuitry of the packaging at regular time intervals. As soon as a dosage is removed out of the packaging, the chip is activated. This information is stored. When in close proximity of a (NFC) reader,  the recorded information in the packaging will be transferred and stored in the server to populate the Therapy Compliance Database of active patients, under all regulatory recommended & required security and privacy conditions, locally and globally.

The standard existing medication blister package will do at a fraction of the traditional costs!

The concept of using the technology of printing functional polymers and coatings is an innovative approach. A large variety of  applications in real-life situations has been brought about, especially for purposes of identification of products and, consequently, the packaging of products.  The standard medication blister package will do at a fraction of the traditional costs!   Moreover, until now, traditionally available therapy compliance devices are extremely costly, even if mass-produced. Mass produced RFID-tags combined with polymer printing will introduce low-pricing schedules, based on factors of 90-95% reduction vs. currently available “traditional electronic” OCM devices, i.e. pill boxes or so-called “smart pill boxes”.

DSM TCG’s OtCM™ technology can be combined with GP Solutions (UK) Ltd’s patented and approved Dose Guard™ solution; a child resistant senior friendly secondary barrier that when applied to a blister pack will render it safe for use. Both “come with the standard, existing medication package”.  From surveys it has been identified that patients and health practitioners (physicians, medical specialists, pharmacists) only appreciate the enabling of OtCM™ right from the medication packaging. There obviously is no need for an additional, “stand-alone” therapy compliance measurement (recording) device separated from the medication package.

During OtCM™ we measure through the standard medication packaging:

(1) when the pill/capsule is taken,

(2) the location of the removed pill/capsule onto the blister packaging,

(3) the correct dosing schedule,

(4) an acoustic signal might prompt the for action,  data re: expiration date,

(5) production information re: temperature, batch IDs from the production line,  drug interaction alerts.

This real-time “interventional approach” is what stands apart from other compliance solutions.  In conclusion, it is clear that there are several technological approaches that are aimed squarely at the problem of medication compliance. Though these advances give our “inner geek” some encouragement, they are ultimately targeted at making sure that at-risk populations stay on track as they take medications to improve their health status. David Rosa, Willem Kort

You can find further information on compliance and evolving technologies, via Design Cognition’s sister site ‘The Pharma Gateway‘. Also, if you are interested in our forthcoming compliance workshops – let us know.

Contact Chris Penfold (chris@designcognition.com).

As 2009 draws to a close, we’d like to express our thanks and best wishes to all of our customers, suppliers and associates. Have a fantastic Christmas break and a happy & prosperous New Year and we look forward to doing further business with you all in 2010.

The Design Cognition team have put together the attached video production as a bit of light hearted seasonal frivolity.

We hope that you like it.

Just a quick note to confirm that both Annie and myself have been honoured with the title of Chartered Environmentalist (CEnv) by the Society for the Environment, through our membership of the Institute of Materials, Minerals & Mining (IOM3) and because of our life-long commitment to developing sustainable packaging solutions in our day-to-day projects. It’s nice to have it recognised and, by implication, recognition of the fact that packaging actually provides a beneficial (environmental) role in society.

This also sits nicely with our appointment last year as Technical Advisors to WRAP (the UK government-run Waste Resources & Action Programme) in ‘Waste Minimisation – Packaging Product Waste’. I feel that a key component of this has been our understanding of the requirements of present environmental legislation, in particular the Producer Responsibility Obligations (Packaging waste) and Packaging (Essential Requirements) Regulations, which have been key in a number of recent environmental & sustainability assessments

‘Sustainable development’ to me is all about taking a ‘helicopter’ view of any product development to understand:

• environmental impacts throughout the whole supply chain (from raw material extraction, through use & disposal, to reuse and recovery) whilst
• attempting to meet consumer convenience needs,
• BUT minimising the overall environmental impact through intelligent design of pack (primary, secondary & tertiary), using the optimum material specifications & most economical footprint possible.

I believe that key to our CEnv award was our continued application of the principles of sustainable environmental management and development in our work. Over my 30 year career ‘the environment’ has become ever-more prominent on everybody’s agenda, evolving from the early days of the ‘Topfer Decree’ to the more recent ‘Plan A’. We have endeavoured throughout to apply the principles of sustainable environmental management and development in all of our work as ‘environmental packaging champions’:

• Acting as an internal consultants for marketers & other business stakeholders – advising on ‘fitness for purpose’ and ‘environmental best-practice’.
• Highlighting issues with existing packaging to our work colleagues
• Applying ‘sustainable principles in the hundreds of packaging developments on which We’ve worked

Moving forwards, I pledge that Design Cognition will continue applying the principles of sustainable development and environmental responsibility in all of our work. As CEO of a company that not only develops packaging but also acts in a consultancy capacity (advising on packaging ‘sustainability’ & ‘the environment’) I carry the mantle with a great deal of pride and self-fulfilment – enjoying making a ‘real difference’ in the world.

• Our initial discussions with clients always encompass sustainable aspects – and that will continue
• One of our ‘values’ (shown on our website) is to be ‘environmentally aware’:
• “bearing in mind our impact on the environment and eco-systems in all that we develop and in our day-to-day business”
• Through this ethos I will encourage all in Design Cognition to ‘live’ our environmental policy as a holistic approach to encompass not only work we do for clients but also in our day-to-day business activities.

We look forward to working with you

Chris

You may recall that we recently went on a UKTI Trade mission trip to Los Angeles to better understand the potential of the US market. Hardly a ‘normal’ week for us, but we managed to capture events as we went along and here is our summary of a fantastic adventure that worked out really well for us and certainly raised our profile! Anyone that would like a job – ‘please apply within’ Chris

My Week: Chris Penfold, of Design Cognition

Published – Tuesday, November 24, 2009, from www.thisisbusiness-eastmidlands.co.uk/

Friday: Our company, Design Cognition, provides packing development and consultancy services to the pharmaceutical industry.

We have been thinking about exporting our skills and services to the US, which represents 40% of the global healthcare market, so a trade mission to the American Association of Pharmaceutical Scientists convention in Los Angeles seems an ideal route in.

Through UKTI, we manage to secure a free Club Class flight with BA – sadly only one. I fly ‘cattle class’ whilst our chief technical officer Annie Dallison enjoys the Club lounge, Champagne reception and a top-of-the-range bed. I sit with my bag of crisps, a bottle of water and a good book.

Arriving at Los Angeles airport we are greeted by a friendly character who directs us to the hotel shuttle bus and then announces that he is a volunteer collecting for the destitute and homeless of LA. We give him a small donation.

As we enter LA, the problem facing President Obama becomes ever more apparent as we see a number of homeless sleeping rough by the roadside. It’s obvious why donations for the destitute are needed. We certainly take our NHS service for granted. Despite its many faults, we can expect a certain level of care from a system which is the envy of the world.

Saturday: Our hotel is actually a ‘motel’ with a few extras such as a pond for a swimming pool. I get the Jacuzzi in my room and Annie doesn’t, so I feel slightly vindicated after the flight arrangements.

Sunday: After breakfast we catch up with George Canty of the East Midlands Healthcare and Bioscience iNet, who is representing UKTI. He will be helping us to meet potential customers, suppliers and partners and to discuss funding with investors.

We decide to spend today on the Pacific coast at Santa Monica and Venice Beach where tea and cake at the Tudor tea rooms includes a choice of any tea from around the world, including Typhoo and PG Tips.

The afternoon is spent at the LA Convention Centre where we set up the stand for the show.

The trade mission has involved a number of our BioCity Nottingham sister companies including Pharmaceutical Development Services and Food & Drink Analytical Services. We will be sharing stand facilities for the next few days.

This evening UKTI holds a networking meeting at the ‘Scottish Pub’ so we get to know the UKTI representatives in the US.

The team get to meet The British Consul General, Dame Barbara Hay

Monday: Still ‘Sleepless in LA’ with a 4.30am awakening. I’m finding difficulty adjusting to the eight hour time difference, so I use my time productively to catch up on emails and to press my crumpled suit.

The American Association of Pharmaceutical Scientists’ exhibition doesn’t start until 12.30. It is momentarily disrupted by animal rights protestors so security levels are high. The event gets off to a good start and we have a steady stream of visitors to our stand.

The purpose for our being here is to learn as much as possible about the US market and to assess how we might help US pharmaceutical companies to better understand European pharmaceutical packaging requirements and regulations.

Tuesday: A full day at the show is followed by an evening reception hosted by UKTI and the British Consul General, Dame Barbara Hay.

We are on the 54th floor of the Wells Fargo building with fabulous panoramic views of illuminated LA. Today is my 50th birthday so it is great to celebrate in style.

In a quieter moment we get to meet Samuel L Jackson

Wednesday

I manage to sleep in until 5am as my body continues to adjust. The third day and climax of the show is slower but we attract some potential leads.

Thursday

We leave for England today and everything seems to be going according to plan.

Annie makes the most of being amongst the privileged in the Club Class environment whilst I have another sandwich. Our expectations for this trip had been modest and we hadn’t expected to come back with a ‘shed full’ of orders, but we both agree that the trip has been invaluable.

You can read the ‘This is Business’ article here: LA Article

NOTTINGHAM science companies will lead a delegation of UK firms pitching for business during one of the biggest events in the American pharmaceutical industry’s calendar.

Businesses from the city account for one-third of the firms in the English delegation attending a reception during the American Association of Pharmaceutical Sciences (AAPS) annual meeting in Los Angeles.

They will meet potential customers and investors next week at an event hosted on their behalf by the British Consul in LA, Dame Barbara Hey.

The Nottingham firms taking part in the 20-strong delegation are Critical Pharmaceuticals, Design Cognition, Food and Drug Analytical Services, Molecular Profiles, Pharmaceutical Development Services and R5 Pharmaceuticals.

The US pharmaceutical market is the biggest and most lucrative in the world, with companies bidding for work in a field where the biggest firms routinely outsource research, development and service work to smaller companies.

Some of the Nottingham firms will be going to link-up with existing contacts, while others, such as specialist packaging and product development firm Design Cognition, are first- timers. Chris Penfold, the company’s chief executive, said: “We are on a fact-finding mission, to learn as much as possible about the US market and assessing where and how we can add value for US pharmaceutical companies looking to export, through our understanding of packaging requirements and regulations of global markets.”

His company is working closely with Pharmaceutical Development Services, which already has an office in the US state of South Carolina, another industry hotspot.

“Making a move into the US requires a great deal of market as well as regulatory intelligence,” said managing director Michael Gamlen.

“Close working relationships and collaboration are key to success and our respective consultancy services dovetail perfectly to add potential value for US companies.”

To read the full article, click here: http://bit.ly/Ox0hr

Watch this space for further information as I will be following up with This is Business- East Midlands (Nottingam Evening Post) after the AAPS event.