Packaging Design and Communication Accessibility - Erik Ciravegna at HCDI seminar
1. /
Packaging Design and
Communication Accessibility
Erik Ciravegna, PhD
Politecnico di Milano, INDACO Department
Human 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’ solutions
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
7. ‘Easy-open’ solutions
Erik 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 perspective
Communication design deals with the project of all
the 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 package
and its content, operating instructions, graphical interfaces, etc.
10. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Communication design perspective
Communication design does not refer only
to the seductive and persuasive functions.
Communication design should not be confined
to the ‘surface’ of the package (styling).
Communication design refers to the object
in 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 perspective
Any 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, its
manipulation, dosing and pouring of product, etc.
16. Communication design perspective
‘Invitations’ to use (affordances)
inscribed in the shape and in the surface treatments
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
17. lifting
unscrewing
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
18. pulling
tearing
Erik 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 treatments
Sequences of verbal-iconic instructions
text 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 /////////////////////////////////////////////////////////////////
Communication
from Latin ‘communico’
= to make common, to share
= to put in relation, to relate
Communication Design
= to design the sharing
= to design the relation
27. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Relating product and consumer
Through its communication components
(graphics, morphology, surface treatments),
packaging put in relation itself and its
content with the consumer, and activates
a ‘dialogue’ with him.
28. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
“Pack Addict” by D. Guarnieri, B. Pastore, A. Sardini
Final 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. Sardini
Final 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 / recognising
Erik 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. Stasi
Final 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. Stasi
Final 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 identify
Erik 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 typology
Shower-gel
Criticalities
1. Similarity with a package
of a yoghurt drink
2. Similarity with the perfume
of a fruit-flavoured yoghurt
40. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Identifying / recognising
Ambiguity >> Shapes
“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. Tettamanzi
Final 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 Care
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
43. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Identifying / recognising
Ambiguity >> Colours
“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. Tettamanzi
Final 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 Care
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
46. Food
Fruit Juice
Bath Foam
Personal Care
Food
Frying Oil
Home Care
Dish Soap
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
47. Shampoo
Personal Care
Food
Corn Oil
Home Care
Parquet Detergent
Fertilizer
Gardening
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
48. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Identifying / recognising
Ambiguity >> Surface treatments
“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. Tettamanzi
Final 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 Accessories
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
51. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Identifying / recognising
Ambiguity >> Images
“Informazioni per tutti [Information for all]” by A. Sabbadini, G. Sartorio, D. Tettamanzi
Final 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 Juice
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
54. Shower Gel
Personal Care
Food
Chocolate
Bath Soap
Personal Care
Food
Dessert
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
55. Home Care
Fabric Softener
Personal Care
Shower Cream
Food
Almond Milk
Shampoo
Personal Care
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
56. A possible solution
Erik 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. Tettamanzi
Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2005/2006
58. Acquisition of knowledge
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
59. Acquisition of knowledge
Information >> Ingredients
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
60. Allergens
Erik 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. Ferrari
Final 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. Ferrari
Final 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. Ferrari
Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2006/2007
65. A provocative solution
Erik 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. Citriniti
Final 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. Citriniti
Final 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. Citriniti
Final 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 value
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
71. Tesco (UK), Free From
Erik 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. Vitali
Final 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. Bonafini
Final 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. Bonafini
Final Synthesis Project . Bachelor Degree in Communication Design . School of Design . Politecnico di Milano . A.Y.2009/2010
75. Acquisition of knowledge
Information >> Nutrition facts
Erik 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 facts
Erik 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 background
Erik 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 languages
Erik 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 nutrition
Erik 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 /////////////////////////////////////////////////////////////////
83. Tesco (UK), Healthy Living
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
84. Tesco (UK), Carb Control
Erik 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 durability
Erik 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-life
Erik 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. Zambardi
Final 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. Zambardi
Final 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. Zambardi
Final 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. Zambardi
Final 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. Zambardi
Final 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. Zambardi
Final 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 date
communication 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 information
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
112. Structural elements which compromise the visibility of information
Erik 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 manipulation
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
114. Absence of a dedicated space where to place the information
Erik 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 correspond
Erik 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 correspond
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
117. Small size of characters
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
118. Small size of characters
Erik 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 background
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
121. Incomplete information, because printed incorrectly or damaged
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
122. A tool on support of
the project of packaging
communication accessibility
Erik 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 communication
of product durability and expiry date
developed in 2008 at Politecnico di Milano for
the Italian Ministry of Economical Development
124. ✓
✓
✓
Findability
Guide-lines 18 > 21
Guide-lines 10 > 17
Guide-lines 01 > 09
Perceptibility
Comprehensibility
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
125.
126.
127.
128.
129.
130.
131.
132. Best practices
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
133. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
134.
135.
136.
137.
138.
139. some considerations
Packaging design and
communication accessibility:
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
140. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Packaging communication accessibility /1
Information conveyed by a package can be considered plainly
accessible 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.
141. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Packaging communication accessibility /2
Information should be selected, coded and organised so that the
user 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).
142. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Packaging communication accessibility /3
Such conditions should be satisfied in relation to the specific
characteristics, 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.).
143. Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////
Packaging communication accessibility /4
Information 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).
144.
145. mailto: erik.ciravegna@polimi.it
http://www.accessdesignresearch.org
http://www.packagingdesignarchive.org
Erik Ciravegna . Politecnico di Milano @ HCDI . Brunel University . September 26th, 2011 /////////////////////////////////////////////////////////////////