การพัฒนาบรรจุภัณฑ์ตามวงจรชีวิตผลิตภัณฑ์สำหรับสินค้าสะดวกซื้อ : กรณีศึกษาผลิตภัณฑ์ผงซักฟอก / ศุภรัก สุวรรณวัจน์ = Development of packaging design by product life cycle for convenience goods : case study product of detergents / Suparug Suwannawaj
The objective of this study is to establish a framework for the design of product packages for each phase of product life cycle using detergent products as a case study. The scope of the study includes primary packaging and secondary packaging. The study focuses on graphic design, with samples selected from top seller brands in Thailand's detergent market. The research methodology is primarily based on qualitative analysis. Information is obtained through documentary research as well as in-depth interview with the top 3 best sellers of detergent products who acquired the largest product market shares in 1998. The study observes the development of packaging from product launching phase until the final phase of their life cycle. The study applies marketing concept and package-design concept as the foundation for the analysis. Our study of the development of packaging design of detergent by its life cycle reveals the following findings. 1. The introduction (launching) period. 1.1 Product trademarks are in the form of either "logo" or "combination". The trademarks have no more than 3 colors. The trademarks’ widths are measured almost 1/1 of the packages’, with their heights range from 1/3 to 2/3 of the packages’. 1.2 A bright color, without any graphics, is used on the packages. 1.3 No photo is used. 1.4 Other features (lines and shapes) are presented in plain format, featuring no more than 3 colors. 1.5 Slogan is written in a short Thai message and painted in single color. 1.6 Messages are rather short and written in Thai, English, or even initials. 1.7 The contents of message are mostly regulatory warnings to consumers, featuring no more than 2 colors. The Product trademarks, slogans, fonts, and other features are modified substantially during the re-launching period. 2. During the growth period, trademarks 1 slogan, and other features are modified in detail while fonts are changed substantially. 3. During the maturity period, trademarks and slogans are modified in detail while fonts and other features are changed substantially. 4. During the decline period, trademarks and slogans are modified in detail, while fonts and other features are changed substantially. The only feature that does not change during the life cycle is the colors of packages.
