【文章內(nèi)容簡(jiǎn)介】 ditions (because in most cases, the cost of absolute protection will be prohibitive) and then isolating a bination of design and material capable of meeting those specifications. Second, it should promote logistical efficiency. Packaging affects not only marketing and production but also integrated logistics activities. For example, the size, shape and type of packaging material influence the type and amount of material handling equipment as well as how goods are stored in the warehouse. If the package is designed for efficient logistical processing, overall system performance will benefit. The third important logistical packaging function is munication or information transfer. To identify package contents of receiving, order selection and shipment verification, etc is the most obvious munication role of packaging. Typical information includes manufacturer, product, container type, count, and Universal Product Code (UPC) number. Ease of package tracking is also important. Effective internal operation and a growing number of customers require that product be tracked as it moves through the logistics channel. This can be realized by the extensive use of Radio Frequency identification, a puter chip is fixed in the package, container, or vehicle to allow the container and contents to be scanned and checked as it passes checkpoints in the distribution facility and transportation gateway. The final munication role of logistics packaging is to provide instructions as to how to handle the cargo and how to prevent possible damage. For instance, if the product is potentially dangerous, such as fireworks and table tennis balls, the packaging or acpanying material should provide instructions for avoiding moisture, vibration and heating, etc. as the case may be. In addition to product protection, packages should be easy to handle, convenient to store, readily identifiable, secure and of a shape that makes best use of space. There are tradeoffs that exist between these factors and will concern the product and the material handling. It is important to appreciate that packaging of the product should be given characteristics that assist handling rather than hinder it. Totally speaking, it can be summarized up the following functions: ﹡ To protect and preserve a product from physical, chemical and mechanical damage, deterioration or contamination ﹡ To facilitate ease of handling ﹡ To municate information, . safety instructions ﹡ To act as a marketing aid, through appearance and presentation 4 4 Industrial Revolution The . definition The . started in England in about 1700 and spread rapidly through Europe and North America. The Industrial Revolution: the change that transforms a people with peasant occupations and local markets into an industrial society with worldwide connections. This new type of society makes great use of machinery and manufactures goods on a large scale for general consumption. Characteristics of the Industrial Revolution Rural agricultural workers migrated into cities, where employed in factories. Inexpensive massproduced goods available to a large segment of the population。 the consumer society born. Factory workers needed modities and food, previously produced largely at home. Many new shops and stores opened to sell to the newly evolving working class. By necessity, some industries located in nonagricultural areas, requiring that all food be transported into the growing urban settings. The dramatic changes in how we lived The changes increased the demand for barrels, boxes, kegs, baskets, and bags to transport the new consumer modities and to bring great quantities of food into the cities. The fledgling packaging industry itself had to mechanize. Necessary to devise ways of preserving food beyond its natural biological life. 5 5 Evolution of New Packaging Roles How the Industrial Revolution affected packaging Bulk packaging was the rule, with the barrel being the workhorse of the packaging industry. Flour, apples, biscuits, molasses, gunpowder, whiskey, nails and whale oil transported in barrels. Packaging served primarily to contain and protect. Individual packaging being of little importance until the Industrial Revolution spurred the growth of cities. The first packaged retail products Medicines, cosmetics, teas, liquors and other expensive products。 “a paper of pins”. The origin of the term “brands” and how it was transferred to unit packages, early brands, early labeling The first brand names were inevitably those of the maker. Yardley’s (1770), Schweppes(1792), Perrier (1863), Smith Brothers (1866) and Colgate (1873). The evolving printing and decorating arts applied to “upscale” packages, many early decorations based on works of art or national symbols or images. Early labels: pictures of pastoral life, barnyards, fruit, the gold medals. Quaker Oatsa new idea in branding A packaging milestone in 1877, the Quaker personage, the “persona”, a description of the package or product as if it were a person. Between 1890 and about 1920, decoration followed the art nouveau style, this being followed by a period of art deco graphics and designs. The new packaging materialplastics The first plastic(based on cellulose), made in 1856. Changes in the way we traveled and shopped, changes in the retail store