Şarap bardakları için ambalaj tasarımı ve seçme metodu /
Yazar: EMRE GÜNAL
Danışman: PROF. DR. NİGAN BAYAZIT
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü
Derece: Yüksek Lisans, 1993
Konu: Endüstri Ürünleri Tasarımı = Industrial Design
Dizin: Ambalaj tasarım = Packaging design ; Ambalajlama = Packaging ; Bardaklar = Glasses ; Endüstriyel ürün = Industrial product

Özet:
İçki türleri ve sunulduğu içki bardakları arasında şarap bardağı ve bunun ambalajı konusunda yapılmış olan bu çalışmada, tüketici ihtiyaçları ve tasarım kriterleri bütünleştirilerek ideal ambalaj kavramına yaklaşılmaya çalışılmıştır. Çalışma içerisinde içki ve kültür kavramları arasında bağıntılar kurulmaya çalışılmış, ülke olanakları incelenmiş, buna bağlı olarak karakteristik özellikleri olan içkilerin tanımları yapılıp, tanımlanan her bir içki için, içki takımı oluşturacak şekilde özel bir içki bardağı tasarlanmıştır. İçki bardakları tasarlanırken, bu takımın, gerek üreticiye, gerek tüketiciye gerekse ekonomiye sağladığı faydalar göz önüne alınmış ve standardizasyon ile ilişkisi araştırılmıştır. Üreticinin tüketiciye görsel mesajını içeren " sessiz satıcı " rolüne uygun ambalaj kavramı ile ilişkisi kurulmaya çalışılmıştır. Ambalajın işlevleri ve çeşitleri tanımlanırken, geri dönüşüm gibi stratejik konularla bağlantıları kurulmuştur. Ambalaj çeşitleri araştırılmış ve ihtiyaca an uygun nitelikte bir malzeme seçilmeye çalışılmıştır. Böylece ambalajın el yordamı ile geliştirilmediği; tasarımından pazarlamasına kadar adım adım geçilen sistematik bir hareketin sonucu olduğu bir defa daha vurgulanmak istenmiştir. Bu hareket; en uygun sonucu sağlayacak biçimde bir ambalaj sisteminin geliştirilmesine ve geliştirilen bu ambalajın belli kültür seviyesinde, tüketim konularında duyarlı olan bir kesim üzerinde yapılan bir anketle sonuçlandırılmasına dönüşmüştür. Amacı; bilinçli tüketicinin konuya bakışını sorgulamak olan bu anket içerisinde yer alan sorulardan ve buna bağlı olarak yapılan değerlendirmelerden, tablolar ve grafiklerden de anlaşılacağı üzere, oluşturulan bu ambalaj sisteminin tüketici tercihleri ile bütünleştirildiği zaman, yeterli ve uygun bir sistem olduğu ortaya çıkmıştır.

Abstract:
The thesis named as " A packaging design for wine glasses and the method of evaluation " is simply related with the concept of ideal packaging which is tried to define by integration of consumer behaviors, needs, wants, preferances and the design criteria. This concept is defined by sampling the kinds of alcoholic drinks especially wine, the presentation of the end - product " wine glasses " and their packaging. This concept is ended with an evaluation. The skeleton of the thesis is made up of these 4 parts. Therefore, a systematical approach is concerned by the view of an industrial designer and a process is tried to put up. At first the relations between the concepts of alcoholic drinks and the culture are formed while the production and marketing possibilities of Turkey are compared with the w wine countries "of Mediterranean and Middle Europe according to their advantages and disadvantages and gone over. A careful examination of tables shows the percentages of sown areas and vineyards in Turkey, meaning that, Turkey should take its proper place in wine culture, although two main reasons; religion and economy have built sets in front. The second step is the definition and briefing of some distinct alcoholic drinks. At this stage, detailed definitions of liquor, white and red wine, martini, champagne, cognac, whisky and rakı are informed. Including water glass, alcoholic drink glasses both stemware and non - stemware glasses is designed for the previously defined alcoholic drinks. The speciality of this set can be represented as " A special glass for a distinct drink " All the brand and product identities reflect themselves at latter stages. All set is shown in the work also. The presentation of a special glass especially a wine glass should suit its own culture. So, the choice of material ( glass ) and production techniques represent the characteristics of wine. Thirdly; the advantages of standardization are considered and searched thoroughly according to the perspective of both the consumer, producer and viieconomy. Therefore the reasons of standardization are bounded up to both the concepts of promotion and packaging. Packaging is defined as an interface which has the protection, storage, mobility, safe transporting, marketing and macro functions. Therefore as packaging and packaging industry are related with every kind of service industry, they are considered as a part of them. Fourthly, the main role of packaging " the silent seller " is explained by the definitions and by the basic functions. One of these basic functions is the protection ; the protection of the products against micro organisms, climatic effects and mechanical damages while another basic function is; storage and mobility in warehousing. Holding together the products; easy - load ; weight; security against flowing, exploding and spreading are factors related with the functions. Safe or secure transporting is another function for packaging. Same factors are valid for transportation function including the suitability for transportation in case of legal problems. For the marketing function, an important function also, a package should hold the criteria following : eye - catching, attractive giving information and low cost. Although for the function defined formerly, a package is not only a protective wrap but a presentation case as well. Packages should show the correct images of both the producer, the quality of products and the craftmenship. As packages are evaluated as point - of - sale materials, they preserve material also. And the last function is the environmental or macro functions. Recycling and re - use of the packaging are important factors for packaging as environmental pollution is a global danger for everyone us eternally. Lastly; the materials of packages are gone over carefully - considering both the advantages and disadvantages of the packaging materials such as wood, metal glass, plastics and paperboard. Corrugated paperboard - a sub group of paperboard - is decided as the most suitable packaging material. The tables and graphs support this result according to production, exporting and the number of factories in the country. As packaging is one of the M strongest competing element " in marketing, the strategies related with the creative packaging are considered. The standart boxes and folding types which are designed according to that strategies are shown in the figures. Simplification of these strategies are towarded the packagers to a simplified packaging design strategy. vuiAs it is understood from the heading ; the thesis is made up of two parts : Packaging designs for a set of glasses of some distinct alcoholic drinks especially for wine glasses and the evaluation. All the elements of the set is taken place in the thesis.And the evaluation is done on the packaging design of wine glasses which is currently selected. Before the evaluation is started, a set of packaging is designed for the defined set of glasses. The packaging is market oriented designed, showing the consumer the product and brand identity of the producer and consumer trends. Visibility and perception, information process, functionality, storage and mobility and attractiveness are the criteria used for designing the new packaging. The evaluation is started with putting up a systematical process. This process is resulted a method which is supported by design strategies. According to that strategies, illustrated by charts and examples, an inquiry is done as a result and evaluated by a group of women for who, drinking is a pleasure and part of a social and cultural life. As the act of consuming is generally done by the women and " pleasure " is personified by women are the two main reasons for determining the inquiry group. The total result and percentages are shown in the tables and graphs. The inquiry is framed by 5 kinds of questions related with the consumer preferences and the functions of any kinds of package. The questions about the protection shows that the consumer inclinations are towards the strong and defensive designs against the mechanical damages, but also the designs show the interior and the product inside. The questions related with the transportation are three. According to the answers the consumer inclinations are towards the carryable packages, therefore both the dimensions, ergonomical designs, settlements on the shelves of the stores are getting important. The consumers want special sections for glassware in the stores also. Relations between the presentation of the packaging and the consumer inclination are towards; the showing of the product inside the package, giving information about and should be distinct by use of colour codes. Advertising is not forced the consumer in order to consume as they said but austentation is important for the people as they sid " packaging is important ". Another group of questions is related with consumer preferances. The inclination is; a package may seem art - looked, easily opened, correct material used ( means paperboard ), austentationable. The present designs do not reflect the quality of the products ( here; the word quality is not defined by the consumers ). Therefore new designs are needed. IXThe questions about the product identity shows that the consumers are conscious. The brand is necessary for the identity, however the color and the shape are not enough. The design of the package must be distinct. The collection of these factors support the product and the brand identity. The last group of questions is about macro side of packaging. Here the word macro is used instead of the environment. The subjects of recycling and re - use are considered by conscious customers. And lastly, a group of questions are asked the inquirers in order to understand how they consume, their way of thinking and purchasing and inclination of consumers. The questions are about the awareness of product identity, important properties or the basic functions of packaging, thoughts about the resistance of packaging according to every kind of conditions and the factors of the promotions of any kind of glassware. The answers about the awareness of the product identity are; design, colour, corporate logo and symbol, brand name, price, image, quality and the information related with the brand. These answers show that some consumers are not only have austentationable trends but want to declare their social statues as well. Product identity is a tool for their representation. While some others define the concept correctly and consciously. Question related with the basic functions of packaging shows that consumption is done according to the needs of the users or consumers.Basic functions of packaging; functional, information process, protection and easy - load with ergonomical design are defined by the consumers. The consumers are aware of environmental side of packaging. Recycling and re - use of material and packaging are getting important for the conscious customer. Another question is the resistance of packaging according to every kind of conditions. The answers are focused on the design of packaging and the construction. The construction must be strong therefore.most suitable material is paperboard. All the answers are related with the basic functions of packaging. The last question is the factors of the promotions of any kind of glassware. There are many answers related with the consumer mosaic. Fashion, aesthetics and decoration are important for some consumers, while some others do consumption simply for their needs. Some are interested with the price, while some consumers need information process only. Some consumers interested in recycling and reuse while some others do consumption byforcing of media.As a result, packaging designs should be done according the role of silent seller.The optimal desired solution is the one, designed according to the challenge in the market This solution is provided only by industrial designers.