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SP 17

Raid

Insecticide Packaging

Echo


Raid: Insecticide Packaging

Eunseo (Echo) Cho eunseo.designed@gmail.com echodesigned.com 323.561.7531 Images Photography Paper Binding Printing Typefaces

Google Image Jason Ware Kelly Copy Image Printing Image Printing Franklin Gothic ITC Lubalin Graph

Printed 2017 This book was published by Echo in Artcenter College of Design: Packaging 2, under the instruction of Ania Borysiewicz


Contents

Intro

008 010 012

History of Raid Raid Products Voice Today

Research

016 018 020 024 026 030 032

Logo Analysis Package Analysis Retail Display Competition Experiment Interview Case Studies

Brand Development

040 042 044 045 046 050 060

What if? Un-Mindmapping Concept Statement Key Attributes Demographic Logo Design Final Logo Design

Design Development

064 076 086 088 108 114 116 118

Form Development In-store Comparison Final Form Graphic Application Final Graphic Application Poster Design Materials Production

Conclusion

126 128 130

Midterm Presentation Final Process Final Photography


Intro

008 010 012

History of Raid Raid Products Voice Today

001 010


History of Raid

foundation Johnson& Son

year 1956

In 1968, SC Johnson opened what will become the world’s largest private urban entomology research center to combat bugs and the diseases they can carry. Raid had contributed to making better and safe homes for every households. Animation director Tex Avery produced the first “Kills Bugs Dead” commercials in 1966. The bug character that runs away from Raid, was first developed by the artist Don Pegler. It “codified the look, feel and animation”.

From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes. Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.

8

History of Raid

Raid is one of the leading insecticide products brands for households.

Raid is one of the leading insecticide products brands for households.

Intro

Raid is one of the leading insecticide products brands for households. From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes. Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.


Raid is one of the leading insecticide products brands for households.

Raid is one of the leading insecticide products brands for households.

From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes.

From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes.

Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.

Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.

Raid is one of the leading insecticide products brands for households. From 1968, SC Johnson opens what will become the world’s largest private, urban entomology research center to combat bugs and the diseases they can carry and been researched. Raid had contributed to making better homes. Animation director Tex Avery had produced the first “kills Bugs Dead” commercials in 1966. The bug character was first developed by the artist Don Pegler that runs away from Raid. It “codified the look, feel and animation”.


Intro

10

Raid Products

Raid Products

Detectors

Bug Barriers

Gels

Raid Bed Bug Detector

Raid Ant & Roach Barrier Manual Trigger Raid Max Bug Barrier Raid Max Bug Barrier Defense Marker

Raid Ant Gel Raid Roach Gel


Raid has six distributed categories that contains twenty-eight products as a total.

Sprays

Foggers

Baits

Raid Ant Roach Raid Ant Killer 26 Raid Flea Killer Raid Flea Killer Plus Carpet & Room Spray Raid Flying Insect Killer Raid House & Gardner 1 Raid Max Ant & Roach Raid Max Bug Barrier Raid Max Spider & Scorpion Killer Raid Multi Insect Killer Raid Wasp & Hornet Killer

Raid Concentrated deep reach fogger Raid Flea Killer Plus Fogger Raid Fumigator Raid Max Concentrated deep reach Raid Yard Guard Mosquito Fogger

Raid Ant Baits Raid Double Control Ant Baits Raid Double Control Large Roach Baits Raid Double Control Small Roach Baits Raid Double Control Small Roach Baits and Raid Plus Egg Stoppers Raid Max Double Control Ant Baits


Intro

12

Voice Today

Voice Today


TOO LOUD STRONG SMELL CHEAP PACKAGE TOXIC INGREDIENT WORRIED AFTERWARD UNHEALTHY FOR THE USER


Research

016 018 020 024 026 030 032

Logo Analysis Package Analysis Retail Display Competition Experiment Interview Case Studies


Logo Analysis

Logo Analysis

Research

16

Too much lighting details in logo won’t be seen in small packages

Lighting coming behind the letter ‘a’ doesn’t look natural


Pointed & shiny logo frame gives industrial feeling that won’t match with general house environment

Letter ‘i’ is thinner than any other letters


Its primary color (red, yellow, blue) doesn’t explain the Raid’s system

Research

18

Package Analysis

Package Analysis

Ingredient information & warning sign is close to each other, making it hard to read right away


The graphics of the dead insects do not give enough information of its appearance

Users who use Raid for the first time won’t understand the defense system


Retail Display

Visited Target to see the shelf presence, neighboring products, and the location of the product. Raid’s primary color was helpful to notice the products right away between other products. However, due to its strong branding, it gets compared with cleaning tools that are promoting themselves as a clean and eco-friendly image.

Retail Display

Some of the boxed packages were already opened by the customers. Customers want to see the actual products inside the box for recognizing its function and size.

Research

20

01

02

01 Target 02 located in between the house hold & bathroom cleaner shelf 03 Primary color (red, yellow, blue, purple, and orange) of Raid


03


Retail Display 22 Research

04

04 Damaged Raid box package 05 Raid has diverse scents to choose 06 The competitor ‘Eco SMART’


05

06


Competitor

company Black Flag

year 1883

24

Competitor

Black Flag is the oldest insecticide brand in the United States. Today some Black Flag products effectively control certain insects without using any insecticide at all. Black Flag products use extremely small amounts of active ingredients that are lethal to insects.

Research

company Terro

year 1915

Terro is one of the earliest company who started from liquid ant baiting. The company extended to ant and pest control solutions, including liquid ant baits, aerosol sprays, perimeter granules and ant dust products. They are known with the bright orange packages.


company Sam loves Betty

Sam loves Betty has a certified line of products with natural active ingredients that provide powerful insect control and at the same time promote a greener way of living.

company OFF

year 1956

TOFF is an extended brand of the SC Johnson. Unlike Raid, OFF is focusing on an outdoor insecticide that helps users to enjoy the outdoors. OFF product uses non-toxic ingredients that can also be applied to the skin.


Experiment Phase 1 I wanted to experience the first reaction of a person after they saw the bug and how they will deal with it. I had hidden plastic roaches around the house and invited my friends over then gave a task to catch it with the prepared tools.

Research

26

Experiment

Almost all the experimenters had resistance to the insecticide and used the fly swatter the most.

Prepared tools magazine insecticide glass cup

toilet paper plastic roaches electric fly swatter


01

02

03

01 The experimenter kept avoiding to use the insecticide 02 The experimenter tried to flushed bug away into the toilet 03 captured roach with a glass cup in case they will run away


Phase 2

Research

28

Experiment

I wanted to explore and find the boundaries of bug imageries that people won’t get disturbed, but still they could recognize it. I tried to find the bug imagery from daily objects. Includes in: light bulb, 6 paper clip, black tape, and plug adapter.


Research

30

Interview

Interview

name Sarah

description Lives with one roommate Sensitive to the smell of insecticide

name Dennis

description Living with a roommate. Uses exclusive insecticide in summer

“Every pest controls are trying to say that they are good with killing bugs and very effective, but not how bad it can be to us which usually makes it hard for trust them.”

“I would like to get a clear image of a pesticide that will give me hope to make my place cleaner, because I already know how strong the pesticides are and it can work well.”

“I usually ask people who work in the shop and ask for non-toxic insecticides because I cannot believe what the pest control package is saying. ”

“I chose the most toxic one because I care more about getting rid of ants. It doesn’t matter if I have to mop the floor afterward, but I will still avoid using the spray around my bed or clothes.”


name Dongmi

description Mother of 4 children Uses herb as a insecticide

“ Everyone knows that the insecticide is very toxic, but we cannot avoid using it. The best way is to get to know the product well and prepare well enough for the after effects.”

name Ji

description Lives with a roommate Past dog owner

“ I don’t read Raid instructions a lot because it has too many words. I’m not sure what will happen afterwards, but I do get worried about my health.”

“ I consider the ingredients of insecticide first and “ I use to raise a dog and at the time, I would have to follow the famous brands that other house wives plan out when to spray it. I would spray, then take recommend to me rather than the commercials.” my dog out for a walk while it dried, and come back to wipe it off. ”


Case Studies

company Johnson& Johnson

year 1886

They use their red serif typed logo onto their package that gives a loving and friendly impression. Johnson&Johnson uses a red cross near their logos on their health care products.

Research

32

Case Studies

Johnson&Johnson is an American multinational medical device, pharmaceutical, and consumer packaged goods manufacturer.

caring & living health & wellness friendly for family loving


company Boehringer Ingelheim

year 1885

Germany pharmaceutical company. Boehringer Ingelheim believes social responsibility is an important element of the corporate culture. They achieve trust from customers by going with the ‘Innovation Needs Transparency’ theory.

Research

34

Case Studies

Using a simple logo shows their profession. Package has colored box on top with a hierarchy of type.

green chemical sustainability animal heath transparency


company Cesco

year 1976

Cesco uses clean and simple lined images to explain their professional aspect that lets customers to trust them.

Research

36

Case Studies

Pest control company in Korea. Cesco is one of the biggest pest control service companies in South Korea. It provides various services for houses, restaurants, and buildings with their specialized professional systems. They also have an online service that provides pest control information in detail.

expert clean living place research & development


Brand Development

040 042 044 045 046 050 060

What if? Un-Mindmapping Concept Statement Key Attributes Demographic Logo Design Final Logo Design


What if?

Brand Development

40

What if?

What if Raid has a clean image? What if Raid becomes an expert? What if Raid educated the user? What if Raid is being honest? What if Raid is a see-through? What if Raid teaches good habit? What if Raid helps people to clean? What if Raid has no words? What if Raid becomes a hero? What if people no longer fear bug?


Brand Development

42

Un-mind Mapping

Un-Mindmapping

professional teacher lesson instruct

friend information expert museum

simple medicine house hide

truth honest white touch

yard lady bug good bug be friend

Buddhism no kill protect ingredient


children keep away lock top

show off transparent glass plastic

hide environment good to see furniture

toxic bomb non-toxic organic

fragrance body lotion texture

minimal instruction easy scared


44

Concept Statement & Key Attributes

Concept Statement & Key Attributes

reliable belief dependence effective confidence dependency faith reliance

informative

Brand Development

instruct train tutor improve inform coach school

systematic orderly simple tidy washed clear bright neat


qualified competent efficient experienced qualified proficient

empowering entitle capacitate destructive entrust powerful warrant

protective care assure conserve cover secure defend support


Smart Raid, Smart User

Brand Development

46

Demographic

A big number of pest control consumers are parents who are aiming for their children protection. Parents, especially females prefers to use nontoxic pest control for their children. Believes at home insecticide is safer than the control services. 27% of people do not use pest control products or systems because they think it is expensive or hard to use. Millennial have high concern about pests, but are the least likely to use the products. They show bigger interest into an ease-of-use products.


52%

most of the consumer for pest control services or products are single or married parents


Demographic 48 Brand Development

32%

a big number of people believes most pest control products are safe when they follow directions


41%

pest control products for the home is taking the biggest part of user purpose


Brand Development

50

Logo Design

Logo Design


Brand Development

52

Logo Design

Phase 1

P1_01 P1_02

P1_03

P1_04


P1_05

P1_06

P1_07

P1_08


Brand Development

54

Logo Design

Phase 2

P2_01 P2_02

P2_03

P2_04


P2_05

P2_06

P2_07

P2_08


Brand Development

56

Logo Design

Phase 3

P3_01 P3_02

P3_03

P3_04


P3_05

P3_06

P3_05

P3_06

P3_07

P3_08

P3_07

P3_08


Brand Development

58

Logo Design

Phase 4

P4_01 P4_02

P4_03

P4_04


P4_05

P4_06

P4_07

P4_08


Brand Development

60

Final Logo Design

Final Logo


ABCDEFGHI JKLMNOPQ RSTUVWXYZ

typeface Basis Grotesque Bold Slanted subtlety conveys the toxicness into the I, but also makes it approachable with simplified letters for the other letters.

abcedfghi jklmnopq rstuvwxyz


Design Development

064 076 086 088 108 114 116 118

Form Development In-store Comparison Final Form Graphic Application Final Graphic Application Poster Design Materials Production


Design Development

64

Form Development

Form Development


Design Development

66

Form Development

Phase 1


Form Development 68 Design Development

Form ideation. The geometric shape matches the best with the professional concept of Raid.


01

01 Bed Bug Spray : Chosen ideation form


Design Development

70

Form Development

Phase 2


Visited Target to observe the shelf presence, neighboring products, and the location of the product.

Design Development

72

Form Development

Raid’s primary color was helpful to notice the products right away between other products. However, due to its strong branding, it gets compared with cleaning tools that are promoting themselves as a clean and eco-friendly image. Some of the boxed packages were already opened by the customers. Customers want to see the actual products inside the box for recognizing its function and size.

Visited Target to observe the shelf presence, neighboring products, and the location of the product. Raid’s primary color was helpful to notice the products right away between other products. However, due to its strong branding, it gets compared with cleaning tools that are promoting themselves as a clean and eco-friendly image. Some of the boxed packages were already opened by the customers. Customers want to see the actual products inside the box for recognizing its function and size. 02 02

The straw can be hidden inside the form’s groove for safety.


03

04

02 Bed Bug Spray : Chosen form to be developed 03 Ant & Roach Spray: Not interesting enough 04 Ant & Roach Spray: Not convenient enough


Design Development

74

Form Development

Phase 3

Slanted cut on top demonstrates high-heel and gives a powerful feeling.


In-store Comparison

Design Development

76

In-store Comparison

Revisited Target with the developed form to see how well it goes with the original products. Designed form was wider and shorter than the original product forms as a comparison.


Design Development

78

Form Development

Phase 4


Design Development

06

05

Integrated form system

80

Form Development


07

08

05 06 07 08

Roach Gel : top for the gel is too bulky Ant & Roach Spray : Spray top should be rounder Bed Bug Spray : Form is too wide to be unified Ant Bait : Can be divided into 4 parts


Design Development

82

Form Development

Phase 5

09


10

09 Ant & Roach Spray : Too rounded 10 Bed Bug Spray : Make bed bug spray taller


Design Development

84

Form Development

Phase 6

11


12

13

11 Ant & Roach Spray : doesn’t get unified well with others 12 Roach Gel : Follow the geometric shape as other forms 13 Ant Bait : Make the form match with Bed Bug Spray’s bottom


Design Development

86

Final Form

Final Form

14 15


16

17

14 15 16 17

Roach Gel Bed Bug Spray Fogger Ant Bait


Graphic Application

88

Graphic Application

Phase 1

P1_02

P1_03

P1_04

Design Development

P1_01


P1_05

P1_06

P1_07

P1_08


01

Design Development

90

Graphic Application


01

Red slanted illustration demonstrates the lighting and its illusion gives depth of the surface.


Design Development

92

Graphic Application

Phase 2

P2_01 P2_02

P2_03

P2_04


P2_05

P2_06

P2_07

P2_08


02

Design Development

94

Graphic Application


02

Make logo horizontal and subtitle goes in a vertical direction.


Design Development

96

Graphic Application


Design Development

98

Graphic Application

Phase 3

P3_01 P3_02

P3_03

P3_04


P3_05

P3_06

P3_07

P3_08


Design Development

100

Graphic Application

Graphic Surgery


Design Development

102

Graphic Application

Phase 4

P4_01 P4_02

P4_03

P4_04


P4_05

P4_06

P4_07

P4_08


Hand Drawn Illustration

Design Development

104

Graphic Application

Bug image is helpful for customers to acknowledge the product right away. Hand drew realistic bug image to give information with no resistance. It respects the way that Raid is using their characterized bug on the television commercial.


Design Development

106

Graphic Application


Design Development

108

Final Graphic Application

Final Graphic Application

Bed Bug & Flea

Roach Gel


white

Ant Bait

Fogger

#3955

#424


Design Development

110

Final Graphic Application


Design Development

112

Final Graphic Application


Design Development

114

Poster Design

Poster Design


Design Development

116

Materials

Package Materials

Paperboard & PVC

Aluminum

Polyurethane

PVC plastic sheet is attached to the paperboard that becomes a window to show the contained product inside.

Using glossy aluminum as the main container material and apply graphic applications upon the surface.

Use polyurethane for a mass production. The material will be used on the Roach Gel tube, Ant Bait body, and spray’s lid.


Fabrication Materials

Cardboard & PVC

Metallic Paint

Starch Print

Attach cutout PVC on the hand crafted cardboard to give a personal feeling.

Apply metallic grey paint on top of the starch printed form and chromatech graphic applications.

Starch print every solid forms and apply super glue to harden. Imitate materials by painting on surfaces of the form.


Design Development

118

Production

Production

01

02


03

04

01 02 03 04

Hardening model Sanded down for smooth surface Applied primer for multiple times Hanging models in the air


Production Design Development

120

05

Paint Omni Plus Light Lemon

Source Finish Master

Paint Tamiya TS-42

Source Burbank’s House of Hobbies


06

07

05 Air spray on top of the model 06 Masking the model 07 Spray painted metallic gray color


Production Design Development

122

08

09

Chromatech

Source Dayton West Graphics


10

11

08 Glue and assembled pieces 09 Chromatech on top of the model 10 printed and cut for Ant Bait box 11 Final model


Conclusion

126 128 130

Midterm Presentation Final Process Final Photography


Conclusion

126

Midterm Presentation

Midterm Presentation

Pros

Cons

Draw anxiety well from the poster Hand drawn bug illustration on package Well thought out package functions Shows good variety of shape and graphic

Change color of the straw Bring yellow color on the poster background Bring extra ant bait to show outside the box Explain with original products to compare


Final Process

Final Process

Conclusion

128

01

02

Photography

Source Jason Ware Imagery, LLC


03

04

01 Re-product extra Ant Bait 02 Chromatech ant illustration 03 Photo shoot final models 04 Hand model: Sungbum Park


Conclusion

130

Final Photography

Final Photography


Conclusion

132

Final Photography


Conclusion

134

Final Photography

The straw can be placed inside the groove for the safety. It sprays two ways with targeted application for hard–to-reach areas and wide coverage for larger surfaces.


The Fogger can activate and stop easily by pulling up and down the clip attached to the fogger’s lid.


Conclusion

136

Final Photography


Ant Bait can be distributed into four pieces that it easily fits in the every house corners.


Conclusion

138

Final Photography

The Reunion


Profile for Echo (Eunseo) Cho

Raid: Insecticide Packaging  

Raid: Insecticide Packaging  

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