Messenger Package: Integrating Technology, Design and Marketing for Future Package Communication: Final report

Elina Rusko, Sanna Heiniö, Virpi Korhonen, Heilmann Jali, Toni-Matti Karjalainen, Panu Lahtinen, Marja Pitkänen

Research output: Book/ReportReport

1 Citation (Scopus)

Abstract

The Messenger Package (VIP – Viestivä pakkaus) research project was carried out during the years 2008–2011 by three research partners: VTT Technical Research Centre of Finland, the Aalto University IDBM Programme and the Association of Packaging Technology and Research (PTR). The results and highlights of the project are presented in this report.Messenger Package aimed to provide solutions and guidelines for more efficient and intensive package communication, improving the functioning of packaging as a messenger. The project considered package communication from multiple angles, focusing on integration technology, marketing and design know-how. Due to the multidimensional character of packages and package communication, cooperation between different fields plays an increasingly important role in the development of packaging as a messenger to better serve the needs of both consumers and companies.The principal goal of a package as a messenger is to support the product: draw attention to the product, make the product desirable, inform about the product and build a brand relationship. Packaging communication is not only text and images on packages; it refers to all the messages packaging sends to consumers. These messages are the result of combinations of different packaging elements and factors influencing the communication. All the factors need to be considered in order to achieve a holistic understanding of package communication and successfully fulfil the goals of package communication.
Original languageEnglish
PublisherVTT Technical Research Centre of Finland
Number of pages90
ISBN (Electronic)978-951-38-7716-3
ISBN (Print)978-951-38-7715-6
Publication statusPublished - 2011
MoE publication typeNot Eligible

Publication series

SeriesVTT Tiedotteita - Research Notes
Number2586
ISSN1235-0605

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Marketing
Packaging
Communication
Industry

Keywords

  • packaging communication
  • packaging design
  • packaging development
  • digital printing
  • inkjet
  • customize
  • consumer value
  • brand expression
  • strategic design

Cite this

Rusko, E., Heiniö, S., Korhonen, V., Jali, H., Karjalainen, T-M., Lahtinen, P., & Pitkänen, M. (2011). Messenger Package: Integrating Technology, Design and Marketing for Future Package Communication: Final report. VTT Technical Research Centre of Finland. VTT Tiedotteita - Research Notes, No. 2586
Rusko, Elina ; Heiniö, Sanna ; Korhonen, Virpi ; Jali, Heilmann ; Karjalainen, Toni-Matti ; Lahtinen, Panu ; Pitkänen, Marja. / Messenger Package : Integrating Technology, Design and Marketing for Future Package Communication: Final report. VTT Technical Research Centre of Finland, 2011. 90 p. (VTT Tiedotteita - Research Notes; No. 2586).
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abstract = "The Messenger Package (VIP – Viestiv{\"a} pakkaus) research project was carried out during the years 2008–2011 by three research partners: VTT Technical Research Centre of Finland, the Aalto University IDBM Programme and the Association of Packaging Technology and Research (PTR). The results and highlights of the project are presented in this report.Messenger Package aimed to provide solutions and guidelines for more efficient and intensive package communication, improving the functioning of packaging as a messenger. The project considered package communication from multiple angles, focusing on integration technology, marketing and design know-how. Due to the multidimensional character of packages and package communication, cooperation between different fields plays an increasingly important role in the development of packaging as a messenger to better serve the needs of both consumers and companies.The principal goal of a package as a messenger is to support the product: draw attention to the product, make the product desirable, inform about the product and build a brand relationship. Packaging communication is not only text and images on packages; it refers to all the messages packaging sends to consumers. These messages are the result of combinations of different packaging elements and factors influencing the communication. All the factors need to be considered in order to achieve a holistic understanding of package communication and successfully fulfil the goals of package communication.",
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author = "Elina Rusko and Sanna Heini{\"o} and Virpi Korhonen and Heilmann Jali and Toni-Matti Karjalainen and Panu Lahtinen and Marja Pitk{\"a}nen",
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Rusko, E, Heiniö, S, Korhonen, V, Jali, H, Karjalainen, T-M, Lahtinen, P & Pitkänen, M 2011, Messenger Package: Integrating Technology, Design and Marketing for Future Package Communication: Final report. VTT Tiedotteita - Research Notes, no. 2586, VTT Technical Research Centre of Finland.

Messenger Package : Integrating Technology, Design and Marketing for Future Package Communication: Final report. / Rusko, Elina; Heiniö, Sanna; Korhonen, Virpi; Jali, Heilmann; Karjalainen, Toni-Matti; Lahtinen, Panu; Pitkänen, Marja.

VTT Technical Research Centre of Finland, 2011. 90 p. (VTT Tiedotteita - Research Notes; No. 2586).

Research output: Book/ReportReport

TY - BOOK

T1 - Messenger Package

T2 - Integrating Technology, Design and Marketing for Future Package Communication: Final report

AU - Rusko, Elina

AU - Heiniö, Sanna

AU - Korhonen, Virpi

AU - Jali, Heilmann

AU - Karjalainen, Toni-Matti

AU - Lahtinen, Panu

AU - Pitkänen, Marja

N1 - Project code: 24817

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N2 - The Messenger Package (VIP – Viestivä pakkaus) research project was carried out during the years 2008–2011 by three research partners: VTT Technical Research Centre of Finland, the Aalto University IDBM Programme and the Association of Packaging Technology and Research (PTR). The results and highlights of the project are presented in this report.Messenger Package aimed to provide solutions and guidelines for more efficient and intensive package communication, improving the functioning of packaging as a messenger. The project considered package communication from multiple angles, focusing on integration technology, marketing and design know-how. Due to the multidimensional character of packages and package communication, cooperation between different fields plays an increasingly important role in the development of packaging as a messenger to better serve the needs of both consumers and companies.The principal goal of a package as a messenger is to support the product: draw attention to the product, make the product desirable, inform about the product and build a brand relationship. Packaging communication is not only text and images on packages; it refers to all the messages packaging sends to consumers. These messages are the result of combinations of different packaging elements and factors influencing the communication. All the factors need to be considered in order to achieve a holistic understanding of package communication and successfully fulfil the goals of package communication.

AB - The Messenger Package (VIP – Viestivä pakkaus) research project was carried out during the years 2008–2011 by three research partners: VTT Technical Research Centre of Finland, the Aalto University IDBM Programme and the Association of Packaging Technology and Research (PTR). The results and highlights of the project are presented in this report.Messenger Package aimed to provide solutions and guidelines for more efficient and intensive package communication, improving the functioning of packaging as a messenger. The project considered package communication from multiple angles, focusing on integration technology, marketing and design know-how. Due to the multidimensional character of packages and package communication, cooperation between different fields plays an increasingly important role in the development of packaging as a messenger to better serve the needs of both consumers and companies.The principal goal of a package as a messenger is to support the product: draw attention to the product, make the product desirable, inform about the product and build a brand relationship. Packaging communication is not only text and images on packages; it refers to all the messages packaging sends to consumers. These messages are the result of combinations of different packaging elements and factors influencing the communication. All the factors need to be considered in order to achieve a holistic understanding of package communication and successfully fulfil the goals of package communication.

KW - packaging communication

KW - packaging design

KW - packaging development

KW - digital printing

KW - inkjet

KW - customize

KW - consumer value

KW - brand expression

KW - strategic design

M3 - Report

SN - 978-951-38-7715-6

T3 - VTT Tiedotteita - Research Notes

BT - Messenger Package

PB - VTT Technical Research Centre of Finland

ER -

Rusko E, Heiniö S, Korhonen V, Jali H, Karjalainen T-M, Lahtinen P et al. Messenger Package: Integrating Technology, Design and Marketing for Future Package Communication: Final report. VTT Technical Research Centre of Finland, 2011. 90 p. (VTT Tiedotteita - Research Notes; No. 2586).