Structually Sound in Cyberspace

Computer simulations can indicate the top load strength of a bottle, and also indicate when and how the bottle might fail.

New Tools for Testing Packaging Shapes and Designs in Virtual Space

By Terry Bedell

Regardless of whether it is for developing new graphics, a new container or just keeping your specifications and documentation up to date, if you are not aware of—and using—some of the latest digital tools, you are almost certainly behind your leading competitors.

Nearly all packaging graphics today are computer generated. The major advance in this area over the past few years has been in software systems that streamline the complex design change documentation and approval processes. There are a number of very functional programs currently available.

One new Web-based software system by ExxonMobil provides some exciting new capabilities. PacVantage is a Web-based system for interactive graphic design, proofing, and prepress through the printing process with no need for costly and time consuming exchanges of hard copy materials. It promises the ultimate "what you see is what you get" from the design phase through printing. Proofing is done in a way that factors in the capabilities of different printing processes—digital, rotogravure, flexographic, and (soon) offset lithography.

"PacVantage provides an internet-based workflow process that links together the packaging material supplier, converter, designer, and end-user," says Massimo Ferrari, director of new business for ExxonMobil Chemical Films Europe. "The technology enables the supply chain to get new package designs to market through design, planning, and collaboration over the Internet, and color management at every step in the design process." As demonstrated at Interpack 2005, the proofs printed on HP graphic standard hardware were essentially identical to the printed film from a digital press.

Structural design arena

Computer-aided design and engineering tools have been driving product design in the automotive and aerospace markets successfully for the past 15 to 20 years. One well publicized example was the Boeing 777, designed almost totally in cyberspace. Yet these mature tools are still emerging in other industries as a means to lead product development. While consumer goods packaging is not often perceived as being highly engineered, the huge production volumes mean that refining designs to reduce material usage and streamlining the development process offer enormous profit potential.

What advantages of a virtual design and testing process can be exploited by the package designer in the consumer packaged goods industry? Significant gains can be realized not only by digitally designing but also by engineering the package using computer simulation technologies. Altair Engineering is a leading provider of high-end software solutions for modeling, visualization, optimization, and process automation.

"Rather than relying on iterations through prototyping and physical test methods to develop a suitable—but perhaps not optimized—package, speed to market with a superior innovative package can be improved by virtual testing of a multitude of package concepts prior to making the first prototype," says Joanne Zuzelski, Altair's director of Industry Focus Consulting. "This process gives early confidence in the design's performance and features. Even better, however, it also allows for a greater opportunity to innovate and explore new concepts that might otherwise never leave the sketch pad because of misunderstood challenges or project time constraints."

Digital technologies allow for the "what if" to occur. Not only to visualize the aesthetic appearance and performance in 3D animation, but to allow for modifying package design features interactively and predicting the effect of doing so. Results using computer engineering techniques most often yield a substantial cost savings whether by optimizing material usage, reducing secondary packaging, or implementing package improvements that might increase profits or grow market share.

Digital technologies also offer improved efficiencies in package design through standardizing workflow methods and automating design and test validation processes for new packaging engineers and for the experienced packaging professional. As confidence and technologies continue to advance, less product development will occur in a physical environment as virtual methods replicate traditional laboratory and field testing.

This computer generated model shows the material thickness of a thermoformed blister. With this digital data, the moisture transmission rate through the blister can be calculated.

Testing physical properties

In addition to physical testing, software is already available for predicting the moisture vapor transmission through thermoformed blisters for tablets. Prodieco Pharmaceutical Components, a company in Ireland that designs and builds molds for thermoforming blisters for a variety of products has developed the capability to predict material distribution and, therefore, moisture vapor transmission of a thermoformed shape. They can also model physical deflection of blisters. This enables them to fine tune the mold design before the first cavity is cut.

The packaging lab of the future may also include virtual transportation systems simulating truck, rail car, forklift, aircraft, and marine craft in the digital world. Package designs would be fully validated prior to major investments in prototyping and testing. Perhaps the greatest advantage of these digital technologies will be the ability to see through the secondary and primary packaging and observe what is happening inside with respect to the product.

This may sound like science fiction to some of us, but it is already being applied by a few leading CPGs. They are using the technology that was developed for aerospace and automobile designers and are achieving impressive results in speed to market and in optimizing the use of materials in their packaging.

The primary hurdle that will have to be overcome before these digital tools are in widespread use is the investment in the hardware and software that are required. There will also need to be some testing that validates the results of virtual design and testing. A few case histories have been published, but most of the pioneers in this area are choosing to use their developing capabilities as a competitive advantage. The real question is not whether you will be implementing the use of these tools, but how soon do you want to truly be a leader in your markets?

Terry Bedell is president of TAB Packaging Technology Inc. with 40 years of experience in consumer products packaging R&D, mostly with the Clorox Company. Terry can be reached at 925-200-6132 or email at tbedell@comcast.net