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Packaging Design and Communication Accessibility - Erik Ciravegna at HCDI seminar

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  • 1. /Packaging Design andCommunication AccessibilityErik Ciravegna, PhDPolitecnico di Milano, INDACO DepartmentHuman Centred Design Institute (HCDI) . Brunel University . September 26th, 2011
  • 2. Accessible packaging?Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 3. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 4. ‘Wrap Rage’Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 5. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 6. ‘Easy-open’ solutionsErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 7. ‘Easy-open’ solutionsErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 8. Communication design and packaging accessibility?Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 9. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Communication design perspectiveCommunication design deals with the project of allthe 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 packageand its content, operating instructions, graphical interfaces, etc.
  • 10. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Communication design perspectiveCommunication design does not refer onlyto the seductive and persuasive functions.Communication design should not be confinedto the ‘surface’ of the package (styling).Communication design refers to the objectin its wholeness, included its functioning.
  • 11. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 12. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 13. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 14. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 15. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Communication design perspectiveAny 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, itsmanipulation, dosing and pouring of product, etc.
  • 16. Communication design perspective ‘Invitations’ to use (affordances) inscribed in the shape and in the surface treatmentsErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 17. lifting unscrewingErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 18. pulling tearingErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 19. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Communication design perspective‘Invitations’ to use (affordances)inscribed in the shape and in the surface treatmentsSequences of verbal-iconic instructionstext and/or images (photos, illustrations, pictograms, etc.)
  • 20. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 21. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 22. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 23. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 24. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 25. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 26. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Communicationfrom Latin ‘communico’= to make common, to share= to put in relation, to relateCommunication Design= to design the sharing= to design the relation
  • 27. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Relating product and consumerThrough its communication components(graphics, morphology, surface treatments),packaging put in relation itself and itscontent with the consumer, and activatesa ‘dialogue’ with him.
  • 28. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Pack Addict” by D. Guarnieri, B. Pastore, A. SardiniFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2004/2005
  • 29. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 ///////////////////////////////////////////////////////////////// Relating product and consumer“Pack Addict” by D. Guarnieri, B. Pastore, A. SardiniFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2004/2005
  • 30. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 31. What relation? What criticalities? What opportunities? What spaces of intervention?Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 32. Identifying / recognisingErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 33. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 34. Imagine you could not see...Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 35. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 ///////////////////////////////////////////////////////////////// “Normally” sighted Partially sighted Blind“Sentire il packaging [Feeling/Hearing the Package]” by F. Pasini, L. Pozzoni, C. StasiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 36. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////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. StasiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 37. but even if you could see...Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 38. at a glance this product? and recognise can you identifyErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 39. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Product name“Vidal bagnodoccia allo yogurt”[Vidal shower-gel with yogurt]Product typologyShower-gelCriticalities1. Similarity with a package of a yoghurt drink2. Similarity with the perfume of a fruit-flavoured yoghurt
  • 40. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Identifying / recognisingAmbiguity >> Shapes“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. TettamanziFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 41. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 42. Food Milk Home Care Muriatic Acid Ammonia Home Care Bleach Home CareErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 43. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Identifying / recognisingAmbiguity >> Colours“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. TettamanziFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 44. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 45. Food Milk Home Care Decalcifier Dishwasher Food Sport Supplement Shower Gel Personal CareErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 46. Food Fruit Juice Bath Foam Personal Care Food Frying Oil Home Care Dish SoapErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 47. Shampoo Personal Care Food Corn Oil Home Care Parquet Detergent Fertilizer GardeningErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 48. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Identifying / recognisingAmbiguity >> Surface treatments“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. TettamanziFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 49. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 50. Bath Soap Personal Care Home Care Steel Degreaser Food Cereals and Fruit Oil Car Shampoo Car AccessoriesErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 51. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Identifying / recognisingAmbiguity >> Images“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. TettamanziFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 52. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 53. Shower Gel Personal Care Home Care Floors Detergent Food Lemon Juice Food Lemon JuiceErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 54. Shower Gel Personal Care Food Chocolate Bath Soap Personal Care Food DessertErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 55. Home Care Fabric Softener Personal Care Shower Cream Food Almond Milk Shampoo Personal CareErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 56. A possible solutionErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 57. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 ///////////////////////////////////////////////////////////////// Personal Care Home Care Food“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. TettamanziFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 58. Acquisition of knowledgeErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 59. Acquisition of knowledge Information >> IngredientsErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 60. AllergensErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 61. A ‘treasure hunt’ over the package...Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 62. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“L’allergene (nel) contenuto [Allergene Inside]” by P. Afonso Pedro, M. Bonetti, L.I. Elli, M. FerrariFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 63. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“L’allergene (nel) contenuto [Allergene Inside]” by P. Afonso Pedro, M. Bonetti, L.I. Elli, M. FerrariFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 64. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“L’allergene (nel) contenuto [Allergene Inside]” by P. Afonso Pedro, M. Bonetti, L.I. Elli, M. FerrariFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 65. A provocative solutionErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 66. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Packaging Ipercorretto (Hyper-correct Packaging)” by D. CitrinitiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2008/2009
  • 67. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Packaging Ipercorretto (Hyper-correct Packaging)” by D. CitrinitiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2008/2009
  • 68. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Packaging Ipercorretto (Hyper-correct Packaging)” by D. CitrinitiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2008/2009
  • 69. Turning the absence of allergens into a brand valueErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 70. http://www.lactoseintolerant.orgErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 71. Tesco (UK), Free FromErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 72. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Ergo Food” by M. Piovella, D. Stefani, D. VitaliFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 73. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 ///////////////////////////////////////////////////////////////// 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. BonafiniFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2009/2010
  • 74. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Contaminazione Zero Glutine [Zero Gluten Contamination]” by S. BonafiniFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2009/2010
  • 75. Acquisition of knowledge Information >> Nutrition factsErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 76. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 77. visibility / findability of information e.g. structural elements partially covering the nutrition factsErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 78. legibility / perceptibility of information e.g. low contrast and interference with a non-uniform backgroundErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 79. comprehensibility of information e.g. confusion due to the overcrowding of an excessive number of languagesErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 80. profile as a brand value? table or use of the nutritional Standardisation of the nutritionErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 81. “Nutrition Facts Label” U.S. Food and Drug Administration (FDA) / Center For Food Safety & Applied Nutrition (CFSAN)Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 82. http://www.cartoonnetwork.com/promos/200804_fda/index.htmlErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 83. Tesco (UK), Healthy LivingErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 84. Tesco (UK), Carb ControlErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 85. Boots (UK), Shapers dott. Erik Ciravegna . 22 maggio 2008 . NEOTRON CONFERENCE >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
  • 86. Design Agency: Boxer (Birmingham, UK)Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 87. Design Agency: Boxer (Birmingham, UK)Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 88. Design Agency: Boxer (Birmingham, UK)Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 89. Design Agency: Boxer (Birmingham, UK)Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 90. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 91. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 92. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 93. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“La tavola del buon senso [The table of good sense]” by E. Piana, M. Porpora, C. Sartori.Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 94. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Study of the nutrition facts table“La tavola del buon senso [The table of good sense]” by E. Piana, M. Porpora, C. Sartori.Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 95. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////primary area“La tavola del buon senso [The table of good sense]” by E. Piana, M. Porpora, C. Sartori.Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 96. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////primary area + secondary area“La tavola del buon senso [The table of good sense]” by E. Piana, M. Porpora, C. Sartori.Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 97. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////development“La tavola del buon senso [The table of good sense]” by E. Piana, M. Porpora, C. Sartori.Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 98. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“La tavola del buon senso [The table of good sense]” by E. Piana, M. Porpora, C. Sartori.Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
  • 99. Acquisition of knowledge Information >> Product durabilityErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 100. of fresh products of the expiry date Highlighting the values and of the short shelf-lifeErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 101. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Scadenze da rispettare [Deadlines to be respected]” by P. Terzi, S. Tomasello, A. ZambardiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 102. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 ///////////////////////////////////////////////////////////////// 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. ZambardiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 103. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Scadenze da rispettare [Deadlines to be respected]” by P. Terzi, S. Tomasello, A. ZambardiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 104. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Scadenze da rispettare [Deadlines to be respected]” by P. Terzi, S. Tomasello, A. ZambardiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 105. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Scadenze da rispettare [Deadlines to be respected]” by P. Terzi, S. Tomasello, A. ZambardiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 106. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////“Scadenze da rispettare [Deadlines to be respected]” by P. Terzi, S. Tomasello, A. ZambardiFinal Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
  • 107. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////A research project*on expiry datecommunication accessibility* developed in 2007-2008 at Politecnico di Milano with the support of Italian Ministry of Economical Development
  • 108. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 109. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 110. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 111. Ambiguous and not clear coding of information Coexistence and crowding of different informationErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 112. Structural elements which compromise the visibility of informationErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 113. of packaging by the consumer Loss of information after the opening or, more in general, the manipulationErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 114. Absence of a dedicated space where to place the informationErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 115. to what it is declared on the sale unit Incorrect positioning of the information, which does not correspondErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 116. to what it is declared on the sale unit Incorrect positioning of the information, which does not correspondErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 117. Small size of charactersErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 118. Small size of charactersErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 119. Inadequate light/colour contrast between information and background.Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 120. Interference with non uniform backgroundErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 121. Incomplete information, because printed incorrectly or damagedErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 122. A tool on support of the project of packaging communication accessibilityErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 123. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Guide-lines for the communicationof product durability and expiry datedeveloped in 2008 at Politecnico di Milano forthe Italian Ministry of Economical Development
  • 124. ✓ ✓ ✓ Findability Guide-lines 18 > 21 Guide-lines 10 > 17 Guide-lines 01 > 09 Perceptibility ComprehensibilityErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 125. Best practicesErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 126. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 127. some considerations Packaging design and communication accessibility:Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
  • 128. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Packaging communication accessibility /1Information conveyed by a package can be considered plainlyaccessible 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.
  • 129. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Packaging communication accessibility /2Information should be selected, coded and organised so that theuser 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).
  • 130. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Packaging communication accessibility /3Such conditions should be satisfied in relation to the specificcharacteristics, 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.).
  • 131. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////Packaging communication accessibility /4Information 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).
  • 132. mailto: erik.ciravegna@polimi.it http://www.accessdesignresearch.org http://www.packagingdesignarchive.orgErik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////