A Packaging - Design - Guidelines

Packaging
design guidelines
PACKAGING DESIGN GUIDELINE | VERSION 1.0 | 2015.06.12

table of Contents
Contents of this document....................................................... 3 3. Design foundations............................................................41
Using these guidelines............................................................. 4 Packaging main functions...................................................... 42
1. Introduction......................................................................... 5 Packaging design overview....................................................47
2. Our approach to design...................................................... 6 4. Functional & visual cues................................................... 48
Vision........................................................................................ 7 General directives.................................................................. 49
Core values.............................................................................. 8 Inner protection...................................................................... 85
Business strategy..................................................................... 9 Outer shield............................................................................ 94
Brand strategy.........................................................................10 Transport support.................................................................102
Design strategy.......................................................................11 5. Ericsson packaging material development group...........109
Design philosophy...................................................................13
ERICSSON PACKAGING DESIGN GUIDELINES | CONTENT 2

Contents of this document
This is release 1 of the packaging design guidelines. This guideline will be
updated regularly as the need arises.
The different sections of this document are designed to satisfy differing
information needs.
Design strategy and rationale Applying our design strategy in theory Applying design strategy in practice
If you are interested in understanding our design strategy If you are interested in understanding how we apply our If you are a packaging designer or in other ways work
and the rationale behind it, read the section our approach design strategy to packaging design, read the section de- closely with packaging design, you should, of course, read
to design, design strategy and design philosophy and sign foundations which also includes a range of examples everything, including the documents referenced.
study the examples illustrated. of good design.
ERICSSON PACKAGING DESIGN GUIDELINES | CONTENTS OF THIS DOCUMENT 3

Using these guidelines
DESIGN MATURITY
DESIGN VISION
3.0 PACKAGING DESIGN

GUIDELINES
2.0 3.0
1.0 2.0
1.0
TIME
PRODUCT
VISION
Implementing these guidelines
HARDWARE
DESIGN
DOCUMENT
Implementation of these design principles and foundations How to use this document The same vision and the same software guide-lines apply
is an ongoing, continuous and long-term effort. to all our different product families. This will ultimately lead
1. This packaging design guideline governs the overall
We do not expect the packaging solution of every existing to us achieving a One Ericsson perception.
packaging design vision.
product to be re-designed in accordance with these guide- Hardware design guidelines
2. The Ericsson product life cycle management process
lines. What we do expect, however, is that these guidelines
DESIGN MATURITY
governs the process of developing new products. Graphic design guidelines

steer and govern all packaging design work from now on.
3. This guideline shall at least be consulted at relevant de- Tone of voice guidelines
Please remember that all of these rules cannot be applied PRODUCT
cision points as specifiedIRECin TIO
N
the VISION
product life cycle man- Complete list of all Ericsson guidelines
to sourced products, co-branding situations and product LD
agement process. At Mbest, TA this document can DESIGN serve as a
HARDWARE
ranges that result from mergers and acquisitions. In such E

EN
DOCUMENT
constant inspiration INduring the entire development process.
CR
cases, the design solution will be developed on a case-by- O N

CT
I
RE
TIME
case basis and will be developed in close cooperation with Always TE
GI
C consult the Ericsson packaging material develop-
DI
RA
the Brand consistency board (BCB). ment
ST
group (page 109) who are part of your team who
can help you implement these guidelines in the best way.
ERICSSON PACKAGING DESIGN GUIDELINES | USING THESE GUIDELINES 4

PRODUCT
REVISED
STEERING
DOCUMENT
Introduction
The Ericsson design strategy is that there is One Ericsson, regardless of touch-
point. The values we convey must work through all our communication and in
all our offerings – hardware, software or services. Our design focuses on assets
we own and builds recognition by consistently using design elements that are
unique to Ericsson.
Our design guidelines support this strategy with specific instructions for each
particular design area.
This guideline is one in a series of guidelines covering many aspects of our work.
See the brand portal for the complete list.
This document covers all aspects of packaging solutions.
ERICSSON PACKAGING DESIGN GUIDELINES | INTRODUCTION 5

Our approach to design
Design shall result in a functional and visual representation of who we Functional &
are and what we stand for. visual cues
Our approach is grounded in the four basics, our vision, our core values, Design
foundation
our business strategy and our brand strategy. These are the framework
that defines how we work with everything we do, say or make. Software Design philosophy
design is firmly based on this framework and these four basics are
Packaging
Hardware
described on the following pages.
Software
Design strategy
Etc.
On these four basics, we build our design strategy, design philosophy,
design foundations and the functional and visual cues. Each of these
four basics are described on the following pages. Vision Core values Business Brand
strategy strategy
ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN 6

Vision
Our brand strategy is shaped by our overall vision.
“To be the prime driver in an all-communicating world.”
Our vision is what we want the future to be. A world in which all people
can use voice, data, images and video to share ideas and information Functional &
whenever and wherever they want. visual cues
Design
foundation
Design philosophy
Design strategy
Vision Core values Business Brand

strategy strategy

Core values
Our core values are timeless and consistent. They are the deeply held
beliefs and principles that guide our everyday actions. They define how
we treat each other, our customers and business partners. They are...
PROFESSIONALISM: To always put our customers first and help them Functional &
grow their businesses. visual cues
True professionalism builds trust. It encourages deep, long-term cus-
tomer relationships and it gets noticed. We are passionate about what Design
foundation
we do and care deeply about our customers’ success.
RESPECT: Caring about the planet and treating others as you would Design philosophy
like to be treated yourself. Our future depends on sustainable develop-
ment, built on a mutual respect for one another.
Design strategy
PERSEVERANCE: Simply hard work and patience. Competition in to-
day’s world is fierce, and to succeed we need to be well prepared and
dedicated to our job.

strategy strategy

Business strategy
Ericsson’s mission and vision are the motivation behind everything we do.
Our mission is “Innovating to empower people, business and society”,
and our vision is “To be the prime driver in an all-communicating world”.
Our strategy to achieve this is built on the four main pillars of networks, Functional &
services, multimedia and devices (ST Ericsson) and is this: visual cues
“To be the leading information, communication and technology (ICT) Design

solution provider, growing faster than the market by creating value with foundation
our customers by combining our assets (technology leadership, global
scale and services leadership.” Design philosophy
Design strategy

strategy strategy

Brand strategy
Ericsson shall be perceived as a company that is:
“Innovating to empower people, business and society in order to shape
lives and shape worlds.”
We are changing the way businesses, people and societies operate Functional &
and develop. visual cues
Our products, solutions and services help people interact, share ex- Design
periences and stay in touch. They save lives and remove barriers and foundation
enable us to work, study, receive information and be entertained.
Design philosophy
Design strategy

strategy strategy

Design strategy
The Ericsson design strategy is that “Everyone – in every encounter
with Ericsson – no matter how it occurs, shall experience one and the
same Ericsson.” This One Ericsson is a result of the frameworks that
are the basis of everything we do, say, or make.
Functional &
Packaging design shall be a functional and visual representation of visual cues
who we are and what we stand for.
Everything communicates. Every time we are visible, it is an investment Design
foundation
in recognition. It is a chance to convey our values and build a relation-
ship. These opportunities must support the strategy, which is the sin-
gle experience of Ericsson. We implement this strategy by focusing on Design philosophy
assets we own.
Design strategy

strategy strategy
ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN STRATEGY 11

UNIQUE CHARACTERISTIC AND PROTECTED GRAPHIC ASSETS WE OWN OUR SOFTWARE GRAPHIC ASSET LIBRARY UNIQUE CHARACTERISTIC AND PROTECTABLE HARDWARE ASSET WE OWN
Examples of assets we own
Assets we own are those that we legally own. And those Colors are not one of the assets we own because colors
that are so related to Ericsson that ‘everyone knows’ they can be used by anyone.
are ours. We have mental ownership.
Our assets shall have very distinct characteristics. They
shall preferably also have unique functionality. We strive for
them to be as modular as possible to allow the maximum
re-usability across our entire offering.
ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN STRATEGY 12

Design philosophy
Our design philosophy is built on four principles.
The first three principles, experience, effect and evolution, are essential
to make good products and are mandatory in all design activity.
The fourth principle, core value foundation, is essential in order to Functional &
make those good products into Ericsson products. visual cues
The balance and interplay between the principles and the values cre- Design
ates the right result. foundation
Design philosophy
Design strategy

strategy strategy
ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN PHILOSOPHY 13

EXPERIENCE
EFFECT EVOLUTION
ESSENCE OF
CORE VALUES
Design principles
Our four design principles are: Evolution – how society is evolving from a view of packag- These principles are to be used as checklists when de-
Experience – First impression & lasting values. The power ing as protection to packaging as part of the design. veloping a new product or service. For example, does our
of packaging. Essence of core values – design values derived from our new package provide a good user experience?
Effect – deals with the effects from hardware and external core values. Does it increase efficiency and drive revenues? Does it fit
environment. into tomorrow’s world?
ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN PHILOSOPHY – DESIGN PRINCIPLES 14
& &
FIRST IMPRESSIONS LASTING VALUES

Visual and tactile experience of the first encounter, Experience that develops over time through interaction,
• Extrinsic impulse • Intrinsic understanding
• Instant reaction • Acquired relationship
• Short term • Cumulative and lasting
Experience
The visual aspects of the first encounter with a product or Lasting values are the result of the feeling that develops This experience is affected by how easy it is to understand
service creates a first impression. This has a strong but short- over time through interacting with the product and they the product or service, how easy it is to use it and how ef-
term impact. A strong brand is easily recognized through build an enduring relationship. A good user experience is fectively it delivers what it promises.
its visual characteristics, which are often unique. This rec- often referred to as an acquired relationship, and has a
ognition is extremely desirable even if it is short-term. growing and long-lasting effect.
EXTERNAL IMPACT INTERNAL EFFICIENCY
Creating cumulative brand Optimizing time, resources,
value through consistency logistics and processes
in Ericsson expression with a common Ericsson
and usability Design Platform
REVENUE DRIVING COST SAVING
Effect
Effect deals with the desired external effects of design – This requires focused consistency in every kind of Erics- visual assets. These help optimize development, rationalize
increased revenue and a stronger brand – and the desired son expression, achieved by using a unified look and feel resource use and improve logistics.
internal effect of design, which is greater efficiency. across our entire range. This repetition and clarity produc-
The external effect drives revenue growth by constantly es a cumulative brand value effect.
increasing the value of the Ericsson brand and adds cus- The internal effect cuts costs and increases internal effi-
tomer value to our offering. ciency through the use of common tools, processes and
wa
Soft re
Inform
ware
a
rd
ti
on
Ha
AS COMPLEXITY INCREASES... ...THE USABILITY TRESHOLD
MUST DECREASE
Evolution
Evolution covers the way society is shifting towards a As society becomes increasingly data-intensive, the abil-
broader focus that covers not only hardware but software ity to navigate, access and understand data will become
and information management as well. key. Accessibility, usability and findability will become ever
Advances in technology are moving business towards the more important and design plays a large part in all three.
end user. The information overload is moving the product
design towards simplicity and accessibility.
PROFESSIONALISM
INNOVATION
RESPECT
EMPOWERMENT
PERSEVERANCE
CORE VALUES HUMAN DESIGN VALUES

PERSPECTIVE
Economically sound Purposeful | Optimized | Modular

PROFESSIONALISM Intelligent Informative | Smart functions | Added functionality
State of the art Refined | Visionary | Visible traces of cutting edge research
Essence of core values Inspiring/Exciting Surprising | Obviously smart | Inspire care

INN
RESPECT Responsible Environment friendly | Resource effective | Ethical
Easy Our
to useproducts should also
Intuitive | User friendly | Ergonomic
EMP
Making products into brand carriers convey our values through the
way they function. The interface between our products and
Our core values must permeate and influence our prod-
Honesttheir users should convey the essence
Recognizable of our
| Revealing core values
| Confident
ucts. They should convey our values by their appearance
PERSEVERANCE Trust both visually and from aDurable
worthy user experience
| Reassuring perspective.
| Protective
and functionality. Not only the outside of them, but equally
so when you use or service them. We achieve this by using
Sustainable design| Recyclable
Reusable values that are directly
| Logistic efficientde-
scended from our core values.
PERSPECTIVE
PROFESSIONALISM
INNOVATION
RESPECT
EMPOWERMENT
PERSEVERANCE

PERSPECTIVE

Inspiring/Exciting Surprising | Obviously smart | Inspire care

INNOVATION
Easy to use Intuitive | User friendly | Ergonomic
EMPOWERMENT
Honest Recognizable | Revealing | Confident

PERSEVERANCE Trust worthy Durable | Reassuring | Protective
Sustainable Reusable | Recyclable | Logistic efficient

PERSPECTIVE

Core values to design values
RESPECT
Our core values are translated into user valuesResponsible
which cor- Environment friendly | Resource effective | Ethical
Human perspectives are interpreted into design values that It is these design values that are translated by our design-
respond to how a user expects to experience the product. directs the design to reflect innovation and empowerment, ers into the functional and visual cues that trigger the right
For example, the core value respect gives the three hu- tailored and applied to our products. response about our brand.
man perspective values, inspiring/exciting, responsible and For example, from the human perspective responsible, we
easy to use. define the three design values environment friendly, re-
source effective and ethical.
CORE VALUES HUMAN DESIGN VALUES VISUAL & FUNCTIONA

PERSPECTIVE
INNOVATION
EMPOWERMENT


PERSPECTIVE



CORE VALUES HUMAN DESIGN VALUES VISUAL & FUNCTIONAL CUES

PERSPECTIVE
Values to functional and visual cues
Our design values must be represented visually by the Ericsson products must trigger exformation about our core The following nine pages contain visualization examples
products. In other words, the products must give the right values. The designers skill is to make that happen. that illustrate the human perspectives (in capitals) that re-
“exformation” (explicitly discarded information). Our design values must similarly be represented by the late to each core value and the three design values that
Exformation is information that is not stated but that is way our products work. have evolved from each of these human perspectives.
understood anyway. An object triggers exformation, e.g. Therefore, there must be clear functional and visual cues
when we see a glass, we know it can break easily. related to each of the design values we have defined.
Professionalism › Economically sound | Purposeful, optimized, modular Professionalism › Intelligent | Informative, smart functions, added functionality Professionalism › State of the art | Refined, Visionary, Visible traces of cutting edge research
ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 26 ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 27 ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 28
Respect › Inspiring/Exciting | Surprising, obviously smart, inspire care Respect › Responsible | Environment friendly, resource effective, ethical Respect › Easy to use | Intuitive, user friendly, ergonomic
ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 29 ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 30 ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 31
Perseverance › Honest | Recognizable, revealing, confident Perseverance › Trust worthy | Durable, reassuring, protective Perseverance › Sustainable | Reusable, recyclable, logistic efficient
ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 34

ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 32 ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 33
External examples
Professionalism › Economically sound | Purposeful, optimized, modular
Professionalism › Intelligent | Informative, smart functions, added functionality
Professionalism › State of the art | Refined, visionary, visible traces of cutting edge research
Respect › Inspiring/Exciting | Surprising, obviously smart, inspire care
Respect › Responsible | Environment friendly, resource effective, ethical
Respect › Easy to use | Intuitive, user friendly, ergonomic
Perseverance › Honest | Recognizable, revealing, confident
Perseverance › Trust worthy | Durable, reassuring, protective
Perseverance › Sustainable | Reusable, recyclable, logistic efficient
Professionalism › Economically sound | Purposeful, optimized, modular Professionalism › Intelligent | Informative, smart functions, added functionality Professionalism › State of the art | Refined, visionary, visible traces of cutting edge research
ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN PHILOSOPHY – DESIGN PRINCIPLES 32 ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN PHILOSOPHY – DESIGN PRINCIPLES 33 ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN PHILOSOPHY – DESIGN PRINCIPLES 34
1 58 mm ± 2 mm (soft panel)
2 2 3
60 mm ± 1 mm (hard panel)
Label with the instructions

(21P)R999A
123 4567/1234 (S)X991234567
(1P)12/ABCLABEL
SAMPLE
in Netherlands
Made
(21P)R999A
20110112
(S)X991234567
123 4567/1234
(1P)12/ABCLABEL
Optional
SAMPLE Netherlands
in
Made
of how to make use of the 8×
paddings
Pockets to place the straps

to carry the antenna. 8×
1
4 RD 1 5 6 T10 Torx
I
1×
≈0.5 Nm
T10 Torx
click
1 2
Respect › Inspiring/Exciting | Surprising, obviously smart, inspire care Respect › Responsible | Environment friendly, resource effective, ethical Respect › Easy to use | Intuitive, user friendly, ergonomic
Perseverance › Honest | Recognizable, revealing, confident Perseverance › Trust worthy | Durable, reassuring, protective Perseverance › Sustainable | Reusable, recyclable, logistic efficient
Internal examples
Professionalism › Economically sound | Purposeful, optimized, modular
Professionalism › Intelligent | Informative, smart functions, added functionality
Professionalism › State of the art | Refined, visionary, visible traces of cutting edge research
Respect › Inspiring/Exciting | Surprising, obviously smart, inspire care
Respect › Responsible | Environment friendly, resource effective, ethical
1 58 mm ± 2 mm (soft panel)
2 2 3
60 mm ± 1 mm (hard panel)
Label with the instructions

(21P)R999A 567
123 4567/1234 (S)X991234
(1P)12/ABCLABEL
SAMPLE
in Netherlands
Made
(21P)R999A
20110112
(S)X991234567
123 4567/1234
(1P)12/ABCLABEL
Optional
SAMPLE Netherlands
in
Made
of how to make use of the 8×
paddings
Pockets to place the straps

to carry the antenna. 8×
1
4 RD 1 5 6 T10 Torx
I
1×
≈0.5 Nm
T10 Torx
click
1 2
Respect › Easy to use | Intuitive, user friendly, ergonomic
Perseverance › Honest | Recognizable, revealing, confident
Perseverance › Trust worthy | Durable, reassuring, protective
Perseverance › Sustainable | Reusable, recyclable, logistic efficient
Design foundations
The strategy outlines the goals we want to achieve and path that Functional &
should be followed in order to do that. The values explain the effect visual cues
that we want the viewer to experience. The philosophy explains the
reasoning behind how the values were developed from the strategy. Design
foundation
The foundation provides a structure so that we can organize and man-
age the many different aspects of design to provide maximum consist- Design philosophy
ency and therefore maximum effect.
Our design foundation has three main packaging components:
Design strategy
• Inner protection
• Outer shield
• Transport support Vision Core values Business Brand
strategy strategy
The product design and identity is created from the treatment of the
outer, that is the outer shield and transport support, and inner appear-
ance. The aim is that our products convey our core values in every
possible detail.
ERICSSON PACKAGING DESIGN GUIDELINES | DESIGN FOUNDATIONS 41
Packaging main functions
The most important function of the three main packaging components, the in-
ner protection, the outer shield and the transport support, is to protect, shield
and support the product. The most obvious purpose of packaging is to protect
the product from physical damage. Packaging must provide protection from the
weather, from rain, sunlight, extreme heat and cold, and also from vibration and
impact. In addition, packaging can also protect the product from being contami- Inner protection
nated by airborne pathogens.

The package also has a hold and inform function.
Hold Packaging helps to group numbers of small objects for efficient delivery.
Packaging can also help redistribute bulky commodities into sizes that are more
suitable for individual use.
Inform The packaging should also give information about the company, the
product and how to handle the package and the product. Outer shield
The principle of all packaging design is that the product it contains must be pro-
tected until it reaches the customer. The challenge is to create a package that
not only protects the product but also minimizes:
– The use of packaging material
– Packaging costs
– Environmental impact Transport support
ERICSSON PACKAGING DESIGN GUIDELINES | DESIGN FOUNDATIONS – PACKAGING MAIN FUNCTIONS 42

Inner protection
The inner protection protects and cushions the product The surfaces of the inner protection are treated as second- • Generous tolerances.
from movement related stresses during transport. The in- ary, which means that lesser demands are placed on the • Dark in color with a matte finish
ner protection also includes components that keep the en- visual finish.
vironment around the product dry and dust free. • Rounded corners and perforations
The inner protection can consist of many different materi-
Surfaces of the inner protection are treated as secondary als and shapes. This results in simplified design approach • Touch points showing how to open the package.
which means that lower demands are placed on visual finish. that then results in surfaces that are characterized by: • Instructions on how to use package when
installing the hardware.

Outer shield
The outer shield provides the primary exterior surfaces that It should, therefore, be as “clean” as possible and provide • Natural colors with a matte finish
form a protective shell for the product and inner protection. only the most necessary information (labels). One is the • Touch points like handles or markings showing
The outer shield protects the product from impact and logotype that is placed on all side of the package with the how to open the package.
external contaminants, such as dirt and dust. The outer outside-in rule of the corporate branding guidelines and
the “Eye level principle”. • Instruction how to use package when installing
shield also carries all necessary information. the hardware.
The outer shield should be like the hardware, non-intrusive, The outer shield is usually a corrugated board box. This re-
neutral and unobtrusive. sult in a simplified design approach and results in surfaces
that are characterized by:

Transport support
The transport support facilitates the transportation and The transport support can consist of many different mate-
handling of goods as well as carrying essential information. rials like plastic, wood, corrugated board. This result in a
It can be used for branding but not in the same way as simplified design approach.
the outer shield as the available space, size and condition,
makes it more difficult.

Fitment/Foam Box Pallet
Inner box Lid Packing strap
Tray Frame pack Edge board
Bag Honeycomb solution Stretch film
Bubble film Frame Shrink film
Air pad film Envelope Slip sheet
Desiccants Drums Tape
Packaging component – examples
The sensitivity of the product plus the transportation and Some of the most common packaging components are
handling the package will be exposed to have resulted in listed in the table above. The components are manufac-
a large number of packaging components to choose from. tured in many different shapes and sizes. Different types of
These packaging components can be combined in a nu- plastic or fiber quality can also be used.
merous ways to so called packaging set. The packaging
set can either be designed by Ericsson (RTK 293 XXX) or a
supplier (RTK 294 XXX).

Packaging design overview
From a branding perspective it is important that color, finish and graphical layout
is aligned as much as possible across the whole packaging portfolio, of boxes of
different sizes and material. The following design elements have been aligned:
Colour, placement and use of the Ericsson logotype, and the E-con
Colouring of edgeboards, straps, and stretch film.
Colouring of inner protection (fitments etc.), including inner boxes and colouring
of outer shield.
Usage and placement of graphical symbols, and transport labels.
The logotype should have an advanced placement, the optical centre. The in-
ner protection should be a dark colour that contrasts with our light coloured
products. Sealing labels should be used, when necessary, to protect package
against interference with the product.
ERICSSON PACKAGING DESIGN GUIDELINES | DESIGN FOUNDATIONS – PACKAGING DESIGN OVERVIEW 47

Functional & visual cues
Our core values must permeate and influence our products. They Functional &
translate into human perspectives which correspond to the way a user visual cues
wants to experience the product.
Design
Human perspective is interpreted into design values. It is these de- foundation
sign values that are translated by our designers into the functional and
visual cues that trigger the right exformation about our brand. Design philosophy
This section details the rules and guidelines that must be followed
when considering package design. When interpreting the detailed in-
formation provided here, keep in mind the following considerations that Design strategy
should influence all your design work in these areas:
• General directives
• Inner protection Vision Core values Business Brand
strategy strategy
• Outer shield
• Transport support
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES 48

General directives
The General directives chapter describes directives, laws • Focus on volume. A product package has a life-cycle like • Minimizing environmental impact. The environmental im-
and regulations that are common and general for all parts any other products, and the package has to be optimized pact has to be minimized by selecting appropriate materials
of the package: inner protection, outer shield, and trans- for the volumes in early phases, and in later phases. for inner protection, outer Shield and transportation support.
port support. • Packaging modularity. Packaging components that are • Forming factors. The number of different packaging
It contains the following parts: designed to fit with each other form a modular system. types used by Ericsson should be as few as possible.
• Packaging design philosophy: experience, evolution, ef- • Users & Logistics. Our packages are handled by many Modular packaging and general packaging should be used
fect. Our products are sent in their packaging all over the different users throughout the logistic travel, from packag- as much as possible before product unique packaging.
world. So our challenge is to design packaging that will ap- ing into the box, until unpacking at site. Each user has it’s • Packaging graphics. The marketing and symbols should
peal to all cultures and to each person with whom it comes own User perspective, and handles the package in a differ- be used in a similar way across all Ericsson product pack-
into contact. We meet this challenge by applying our seven ent way. ages. The type of Ericsson logotype, its placement and
design foundations which provide the cornerstone of the handling is of most importance.
way we work with packaging design.
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES 49
Packaging design philosophy
Experience – First impression & lasting values Evolution – shifting focus of society Effect – desired external and internal effects
The power of packaging is well known. Packaging is very The purpose of packaging is changing with time. New ide- When verifying that the packaging protects the contents
often the most important tool to sell a product. It gives the as and new techniques present new possibilities to incor- adequately, always use the “Systematic packaging devel-
first impression the customer has of the product. porate more information or facilitate the use of the product. opment” method.
It is our goal to employ the package to strengthen the core It is difficult to predict what the future will bring when it Packaging should always be viewed with the product it
values of the product and to get a positive reaction. comes to packaging. The development has so far been contains. The packaging together with the product should
very intense. fulfill the requirements and minimize the damage.
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES – PACKAGING DESIGN PHILOSOPHY 50
&
FIRST IMPRESSIONS LASTING VALUES

Visual and tactile experience of the first encounter Experience that develop over time through interaction
• Instant reaction • More than a package
• Extrinsic impulse • Information that helps
• Recognition • Long term
• Short term
First impression & lasting values
The visual aspects of the encounter with the packaging recognized. This recognition is extremely desirable even if compared to the first impression of the unpacked product
creates a first impression that can influence the next first it is short-term. It is important that the package can keep and its usage, but desirable nonetheless.
impression, that of the product inside the package. the interest as long as possible. The package can surprise the user by having secondary
The package should be an “attention-getter”, it should The package is the carrier of Ericsson values and trans- properties, such as providing information or installation
stand out amongst a lot of other packaging, it should be fers an emotion to the observer. This emotion is short-lived templates, and this will also prolong the impact.
• Natural packaging • Packaging material • Packaging material • Packaging material
• Product name • Product name • Product name
• Information – size • Information – size
• Information – how to use product • Information – how to use product
• Information – environmental friendly • Information – environmental friendly
• Easy to use (handle) • Easy to use (handle)
• Attract consumer • Attract consumer
• Show that it is original product
• Facilitate the usage
Shifting focus of society
Packaging has been used for thousands of year. Plants Demands then increased for the packaging to perform other The food industry will perhaps always be closest to ordi-
were used to start with and later different types of packag- tasks, such as attracting the customer and informing the user. nary consumers. Today, however, even industries that sel-
ing materials were developed, of which the most common Today the package is expected to convey proof to the con- dom touch consumers, such as telecommunications, must
were paper, glass and metal. Plastics arrived at the begin- sumer that they are dealing with a original product, not a create a distinctive image for themselves.
ning of the 40’s making it possible to tailor-make packaging pirate copy. It is also expected to facilitate handling and
to exactly meet the needs of the product. opening for the consumer .
Impact from handling, storing & transport
1 2 4
Product Product Packaging Packaging Optimal

design durability tests design test packaging design
High product volumes can result in

the need of new packaging design
Systematic packaging development
The method “systematic packaging development” takes Step 2: Design a package Step 4: Modify package manufacture to match volumes
into consideration the sensitivity of the product, it’s weight
A package is designed and a prototype is tested with the Manufacturing process for the package is affected by the ex-
and dimensions and how the environment impacts it.
product. The tests follow the American Society for Testing pected volume of the product. A low volume product usually
Step 1: Design and test the product and Materials (ASTM) standards and should simulate the will involve manual package production using simple tools.
environments the package will be exposed to during han- If the product volume is high (>10000/year), more expensive
Does the product have any weak points? For example, a dling, storage and transport. manufacturing tools and methods could be justifiable.
protruding plastic detail, holes or angles that are unneces-
sarily sharp, or similar. If so, it could be worth modifying Step 3: Adjust the package depending on test results
the product to remove such details or to strengthen the
If the testing exposes weaknesses in the package, the pack-
product. Such measures can result in considerable savings
age must be re-designed. This testing and redesigning con-
in packaging material.
tinues until an optimal packaging design has been found.
PACKAGING LIFECYCLE
Volume
Year 1 2 3
Product A
Product B
Product C
Focus on the volume
The life cycle of a product always begins at a low sales vol- The characteristics of these three solutions can be as follows: 3) High and stable volumes over longer periods. In this case
ume and from there, different scenarios can develop. 1) Low volumes (< 10 000 pcs/year). No tools, or very returnable systems could be very interesting, especially if
For example, a product (A in the diagram) can be replaced cheap tools. For example, use standard components such the logistic flow is well defined and controlled.
with a more developed version (B) which would result in a as bubble film or EPE for inner protection. If price for different volumes are available the break-even
very stable sales volume over many years, or the sales vol- 2) High volumes (> 50 000 pcs/year). In this case it can can be calculated this means the volume when a switch
ume could drop very rapidly (C). be cost-efficient to use more complicated and expensive between two solutions are recommended.
When designing the package it might be necessary to have manufacturing tools.
three different packaging solutions for the same product. Use EPS, EPP or molded pulp as inner protection.
One for low volumes, one for high volumes and one for sta-
ble (high) volume over longer periods.
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES – FOCUS ON THE VOLUME 54
Packing modularity for Pick & Pack
Packaging components designed to fit with each other derived from dividing a full size pallet into quarters, eighths, can serve as export package and an inner quality that
form a modular system. sixteenths etc. The labeling of the boxes is therefore 1/4, needs an outer quality cover for transporting.
One example of a modular system is the Pick & Pack as- 1/8, 1/16, etc. There are also bags, fitments available for all sizes.
sortment developed to be used in the packaging operation The Pick & Pack assortment has two interface dimensions,
where a mix of products is packed according to the cus- a.k.a. outer size and an inner size. The outer size is aligned
tomer order, that is, a Pick & Pack operation. with the standard distribution measurement 1200x800 and
The Pick & Pack assortment is a set of packages of various half pallet 800x600. The inner size fits inside the outer size
sizes, from a full pallet to a small box, that are developed to and has the interface dimension 1152x752 and 786x586.
fit together on a pallet. The sizes of the modular boxes are There are also two qualities defined. An outer quality that
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES – PACKAGING MODULARITY FOR PICK & PACK 55
Plywood lid
Plywood lid
Edgeboard frame
1/48 Box, inner & outer quality
1/8 box
1/36 Box, outer quality
1/8 box Packaging profiles
1/16 Box, inner & outer quality
1/8 box
1/16 Box, inner & outer quality Sleeve
1/4 box
1/16 Box, inner & outer quality, Corrugated sheet
1/4 box
(Plywood and corrugated)
1/4 box Edgeboard frame
1/8 Box, inner quality
1/4 Box, inner quality Pallet
Pallet
1/4 Box, inner quality
Self-adhesive edgeboards
for corner protection
OUTER SIZE BOXES ON PALLET INNER SIZE BOXES ON PALLET FULL SIZE PALLET SOLUTIONS
Pick & Pack – pallet solutions
Pick & Pack – outer size boxes on pallet Pick & Pack – inner size boxes and pallet solutions Full size pallet solution
This solution consist of outer size boxes on a full/half size Inner size boxes are designed in inner or outer quality. The The full size pallet solution consist of pallet with mounted edge
pallet and a lid that are bound together with plastic straps. inner size boxes fit inside outer size boxes or inside a pal- board and bottom sheet, sleeve, packing profiles and lid.
Corner protections can be applied to protect the boxes let solution. That means that a 1/4 inner size box fits inside The half size pallet solutions consist of pallet, box and lid.
during transportation Stretch film can be used to secure a 1/4 outer size box, two 1/16 inner size boxes fits inside a
the boxes during transportation. 1/8 outer size box etc. Source: Product specification modularized Pick and Pack
Doc: 155 02-CSX 101 93/1 Uen
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES – PACKAGING MODULARITY FOR PICK & PACK 56
Users & Logistics
Our products and our packages are handled by many dif- The package inner protection can protect the product even
ferent users during the packaging, transportation, and in- after the outer protection is removed.
stallation phases of the logistics sequence.
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES – USERS & LOGISTICS 57
ENVIRONMENT
AUTHORITY
CUSTOMS
FACTORY TRANSPORT AUTHORITY CUSTOMER
Ericsson Distribution Logistics (EDL)
The following, simple distribution chain illustrates the The package, containing the product, is moved manually or At the final destination the package is again handled
number of people that can come into contact with a by forklift to a truck where it is loaded by the truck driver. manually or by forklift.
package. The package might be driven to a warehouse, where it can When the package pass a country border it will be cleared
The packaging is manufactured and sent to an Erics- be stored for a maximum of 12 months. by a customs officer. When it reaches its final destination
son factory. A packing operator picks the packaging from The package is then loaded on to the next vehicle, plane, it will be unpacked and installed by a installation engineer.
stock, assembles it and packs the product in it. Before this, boat, truck or train, to continue its journey to the final When the product is installed the package is transported
the packaging material might have been put in store on a destination, the customer. for disposal or return by a recycle/return operator.
fork lift by the fork lift driver.
FACTORY SITE
TRANSPORTATION
INSTALLATION SITE
Roles in the distribution logistics
Packing operator Customs officer Customer

The person that, in accordance with the packaging instruc- The person clearing the packages through customs. The person performing reviewing of received material at
tions, puts the product, including fitments, and plastic bags their warehouse.
in its transport package. Unpacking operator
The person unpacking the package in preparation for in-
Forklift driver stallation of the product on-site.
The person loading the transport package onto a truck for
transportation to the ship/train/plane. Installation personnel
Persons carrying the product to it’s final site, and installing
Truck driver the product.
The person delivering the packages to the ship/train/plane.
HONEY COMB SOLUTION = EASY TO ASSEMBLE/DISMOUNT
User perspectives
Ericsson distribution logistics involves interaction with Service engineers and customers need a package that is Every effort must be made to make the handling of the
many people whose job involves handling packages. Each easy to unpack and recycle. package as easy and efficient as possible but without
of them has different demands on the package. Therefore, although the prime function of packaging is to compromising the prime function of the package.
Production personal demand a package that gives fast and protect the product, attention must be paid to the people
easy packing. who handle the package.
Smart functions
Smart functions add extra value to the package. They do Examples of “simple” smart functions; Some of these smart functions often decrease environ-
not necessarily need to be a part of the package itself, they • Pad (corrugated board, stretch film) for tools etc. mental impact because they both optimize package us-
can also simply accompany the package. Smart functions age and reduce damage to packaging thus reducing the
are either advanced or simple. • Litter bin (frame pack) amount of material used.
Examples of “advanced” smart functions; • Drilling template (corrugated board)
• RFID device containing information about the product • Rain/or dust protection at site (stretch film)
and the packaging history. • Knee protection
• Tipping alarms, a sensor that reacts to violent movement • Marking of 85% filling level inside the box
• QR-codes containing information about the product. • Packaging design that facilitates usage
Minimizing environmental impact
Our products are sent in their packaging all over the world. It • Logistics
is a huge challenge to design packaging that will appeal to all • Materials
cultures and to each person with whom it comes in contact.
• Design
One issue that engages all peoples and transcends ethnic-
ity and culture is environment. • Handling of dangerous goods
We can all agree that the environment must be protected.
To minimize the environmental impact we focus on four re-
lated areas;
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES – MINIMIZING ENVIRONMENTAL IMPACT 62
TRAIN TRANSPORTATION SEA TRANSPORTATION RETURNABLE SYSTEM
Logistics
This is the area of environmental impact that we can influence 3. Increasing volume utilization on pallets and in trucks, 4. Using returnable systems that allow maximum re-use
the most. We work to lower the environmental impact by: ships and planes. This can be done by: of packaging components. These are not applicable in all
1. Shortening the total transport distance by using as much • Co-packing as much as possible. situations or for all packaging components and their use is
locally produced packaging as possible. governed by the following factors:
• Using a modular packaging system that adapts the packed
2.
Using the most environmentally friendly transpor- product to match specific transport dimension limitations. • High volumes
tation system whenever possible. E.g. sea before air. • Optimizing the filling degree in all packaging. For box- • High level of distribution flow control
es, the goal is to fill the volume to a minimum of 85%. • Type of packaging material
CORRUGATED BOARD (SINGLE)
FOAM EPE
FOAM EPS
BUBBLE FILM
HONEY COMB
HONEY COMB
STRETCH FILM PE
FOAM EPP
FOAM PUR
CORRUGATED BOARD (DOUBLE)
Materials
All packaging materials have advantages and disadvantag- We use 3 materials; We work to lower the environmental impact by:
es and none has a monopoly on environmental virtues. • Fiber (e.g. outer) 1. Using as little material as possible by weight and volume.
Our challenge is therefore to choose the materials that give • Plastic (e.g. inner) 2. Replacing heavy materials with lighter ones.
the best protection and transport efficiency, are reasonably
priced and have minimal environmental impact. • Other (e.g. desiccants) 3. Monitoring changes in transport logistics, product fra-
The most common fiber designs are corrugated board and gility and product dimensions and rapidly adapting these
honey-comb. The most common plastic is PE and PP and changes to the packaging design.
small amounts of EPS.
Product Average breakdown
Banana peel 2-10 days
Paper 2-5 months
Cigarette filters 1-12 years
Milk cartons 5 years
Plastic bags 10-12 years
Diapers 200-500 years
Aluminium cans 200-500 years
Plastic bottles 70-450 years
Biodegradable plastic bags 75 days
OIL-BASED PLASTICS BIO-BASED PLASTICS BIODEGRADABLE PLASTICS
Bio-degradable and bio-based plastics
For a long time all plastic has been made of oil. This has now nature, the time it takes to degrade depends very much on The work of minimizing environmental impact has three steps.
become and issue because oil is a limited resource. It also sunlight, humidity, temperature and related factors. 1. Minimize use of oil-based plastic
pollutes the land and the sea as a result of humans behavior. Plastics can be made biodegradable by using certain ad- 2. Introduce bio-based plastic
Today more and more bio-based plastics and mixtures of ditives. The problem is to control the breaking down of the
different bio-based plastics or and oil-based plastics have plastic. To achieve 100% efficiency (really short time), the 3. Introduce biodegradable plastic
become commercial. degrading should occur in special facilities with controlled The time when this can be done depends on when the mate-
This gives one the advantage that the use of a limited re- humidity, temperature and micro organisms. rials are accessible in the volumes that we demand and when
source decreases. However, because it takes a long time The packaging that we use can end up anywhere around composting facilities are more common around the word.
for oil-based plastics to degrade, the problem with pollu- the word.
tion is not yet solved. It is not environmentally friendly to transport small amounts
All material is degradable but the time it takes to degrade of plastic packaging to the very few composting facilities
vary enormously (see table). When a package ends up in that exist today.
FOLDABLE EPE (CORNER PROTECTION) AIR BAG AIR PADS
Design for environment
Smart designs can be used to lower the environmental impact. Once on site, it is folded and gets its final shape when the Another example is the air bag, a variant of air pads. This
One example is the foldable EPE fitment. This fitment uses product is packed in it. is delivered as a plastic film to the factory and when it is
50% less space than molded EPP when being transported Air pads are usually produced directly in the factory when used to pack something, it is inflated with compressed air
from the manufacturer to one of our facilities. required so there are no storage needs and they can be to achieve the final shape and cushioning properties.
made in many different shapes and sizes.
Handling of dangerous goods
All types of dangerous goods, whether consigned as ex- For specific information regarding package, marking and EAB-12:073659 Uen, Rev B, Specification for dangerous
empted dangerous goods or fully regulated, must be labeling requirements for dangerous goods, always consult goods labels and placards.
packed, marked and labeled. This must be done in ac- dgr.support@ericsson.com or the Dangerous goods regu-
cordance with the Ericsson referenced documentation, the lation management information on Ericoll.
related packing instructions and, where applicable, addi- To understand all the requirements for handling dangerous
tional information as required by national regulations. goods, read these documents:
General requirements for packages which will contain danger- EAB-13:001236 Uen, Rev C, Requirements for packaging,
ous goods are based on regulations for the transportation by marking and labeling of dangerous goods,
sea and air because these regulations are the most restrictive.
Handling of dangerous goods – packaging
Packaging dangerous goods properly is extremely impor- Such packages shall be marked with a so-called “UN 3. Proper shipping name
tant. Often incidents occur due to improper packaging in Specification marking”. The marking indicates that the 4. Class
conjunction with improper handling. There are, therefore, packaging has been successfully tested in accordance
specific packing instructions with defined packaging meth- with the international standards set by the UN. 5. Subsidiary risk within parentheses (Class, if applicable)
ods in the respective regulations for each type of danger- Most of the regulation has a declaration layout and con- 6. Packing group (if applicable)
ous goods. tents requirement. The basic information that always shall 7. Number of packages and description of the package(s)
Normally dangerous goods require that they be packed in be added is described below;
8. Total quantity of dangerous goods per UN number.
so-called UN-approved packaging. The packaging is sub- 1. Address to shipper and consignee
ject to special construction requirements and is specifically 9. Gross weight
designed for dangerous goods. 2. UN number proceeded with the letters “UN”
ECOLOGY MANAGEMENT (ECOM) PACKAGING ECOM REPORT OUTPUT
ESTIMATION TOOL
Reporting to authorities
The directive on packaging and packaging waste 94/62/EC The packaging shall have markings or symbols that indi- To be able to fulfill these requirements, companies like us
was adopted 1992. cate the nature of the material in order to facilitate identifi- should report weight, dimension and material type to REPA.
This directive aims to harmonize national measures in or- cation and classification. This is done by using the software ECOM (or Erimate).
der to prevent or reduce the impact of packaging and Member states must ensure that packaging placed on the Source: ECOM Work Instructions – Packaging Estimation
packaging waste on the environment. This directive covers market has the minimum weight and volume, reduced con- Tool, EAB-10:059955
all packaging placed on the European market. tent of hazardous substances and that the package is de-
signed to be reusable or recoverable.
ON 1095-RTK SPECIFY 2400-2965 WITH
REVISION “------” (LATEST)
Denna ruta hade

inget streck till texten
tidigare, men ska den
ha det? Är detta rätt?
HS TARIFF NO. SEE REF [1]-[3]
FOR PACKAGING RTK USE EU/WA SPECIFY NET WEIGHT (G), AND DIMENSIONS
ECCN=0 AND THE US ECCN=EAR99 (MM) HEIGHT X WIDTH X DEPHT
Export regulations
We are fully committed to compliant management of ex- • Customs penalties e.g. additional charges and also less Source:
port control and customs matters. A cornerstone for being favorable treatment of future customs cases. [1] Rules for product classification for export control and
compliant is that all Ericsson products and services includ- • The administrative burden for the company will increase customs purposes, Doc: 0021-3071
ing applied technologies have been product classified for due to risk of increased customs inquiries from customs
export control and customs purposes [2] Combined Classification Report for Non-Dual Use Prod-
authorities. ucts, Doc: 2400-2965
The consequences of not providing the right information We have common, basic rules for how to classify products
could be severe. [3] Type Code Register, Doc:151 91-008 Ux
for export and customs control purposes and how to spec-
• Longer lead time for the company due to risk for more ify what codes to enter into Ericsson product information
comprehensive customs clearance for shipments. management system (PRIM) as illustrated above.
• Criminal charges e.g. fines or imprisonment or both.
Product specific Ericsson standard Industry standard
Inner -
Outer
Support - - -
Forming factors – guiding principles
Today, we use two different types of packaging compo- However, if a product specific component is made in very Product specific components should be avoided. This is
nents, industry standard or product specific. Our goal is to low volumes, this kind of packaging can be very expensive. why the driving force should be towards industry standard but
establish an Ericsson standard. Industry standard components are recommended because with a twist when it comes to small details. These details can,
Industry standard types can be can be used for more than they are more cost-efficient and usually more environ- for example, have a color unique for Ericsson.
one product and they are readily available on the market. mentally friendly. The problem, however, is that they don’t
Product specific packaging is designed for only one or very support the Ericsson brand. Ericsson packages become
few products and if the volume is very high this is not a anonymous and difficult to find among other products.
production cost problem.
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES – FORMING FACTORS – GUIDING PRINCIPLES 71
Packaging graphics
Packaging graphics include logotypes, symbols, labels, Informational texts and pictures: This is used to de- Outer shield: The vertical logotype shall be used. The log-
and informational text and pictures that can be placed on scribe how to unpack the products from the package, or otype should be placed in the center of all four sides (not
the package. The components of packaging graphics are: how to re-use parts of the package for smart functions. top or bottom) only exception is odd packaging and pack-
Logotypes: Logotype placement follows the outside-in Product names: Ericsson Capital shall be used for prod- aging with a height ≥ 1,35 m
rule and the eye-level principle. The size is determined by uct names. Ericsson Sans is to be used for informational Inner protection: The E-con shall be used. The E-con
the size of the box. texts. The packaging RTK-number is printed in Ericsson should be placed on a suitable place on the fitment that
Labels: Transport and handling labels placement are pre- Capital. The name of the product that are placed in the will be visible in the first hand when package is open and
defined on boxes. They should be easy to find. package are usually not printed on the package. second hand when the product is taken out from package.
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – GENERAL DIRECTIVES – PACKAGING GRAPHICS 72
PRINTED INFORMATION E-CON AS A DENT IN FOAM LABELS THAT INFORM ABOUT THE PRODUCT
Marking and symbols
The packaging is not only used for protection. It is also If the package volumes are low or there are difficulties in As a general rule should the packaging straps and the
used to inform all persons that interact with the package applying the symbols and text on the packaging material tapes not cover the markings and symbols.
about our company, the product, its destination and how to labels can be used. Labels have also the advantage that
handle the package. they are more easily detected.
The marking and symbols could either be printed (corru- Sometimes the shape and the size of the package can
gated board box), a dent (foams) or a label. cause problems, such as there is not enough space to for
It is very important that all symbols or text can be under- all of the markings and symbols required.
stood all over the world. The number of symbols and text These packaging are called “odd packaging” and for these
should be as few as possible so that the overall impression special rules are applicable.
is of a “clean” package.
Preferred symbols and markings
The only allowed marking and symbols to be used are For Pick & Pack and general packages only a pre-defined Reference documents:
those specified in the Ericsson document 102 01-3210 set of symbols are allowed. The size of the symbols are de- 102 01-3210 Uen – Ericsson rules of marking of packaging
Uen, referenced below, and no free form text or symbols fined relative to the package size. Rules are specified in- and placement of product information on packaging
are allowed. side 102 01-3210 Uen.
102 01-1003 Uen – Identity marking of product, handling
Depending on if the usage of the package is for an inner and transport unit package.
box/export box or a general/unique box the text and sym-
bols can differ as explained in the table above. 13012-FAE10101 Uen – Graphical symbols
VERTICAL CIRCULAR LABEL ON WHITE INNER BOX CIRCULAR LABEL ON A BROWN CORRUGATED BOX CIRCULAR LABEL ATTACHMENT EXAMPLE
Sealing label
When broken or wrong product electronics are shipped The sealing label shall not be used on packages containing The Sealing label should have a grey printed text in Erics-
back from customer site, they must be checked by the re- whole radio base stations or equal product packages that son Sans on a matte transparent plastic surface. The Seal-
pair center. contains several replaceable modules, since these packing labels are available in three formats:
This is the reason why we need a sealing label to be able aged products are never sent back in the repair flow. Circular
to detect if the package has been opened or not. This will The choice of label design must be made based on pack- Square
save testing and cost at our Repair Centre. age size and design.
Rectangular
VERTICAL LOGOTYPE. PRIMARY CHOICE E-CON HORIZONTAL LOGOTYPE. SECONDARY CHOICE.
Logotype versions
Outer shield Inner protection Transport support

The full Ericsson logotype, also called E-con/vertical logo- According to the outside-in rule, only the E-con is used on No Ericsson logotypes or E-cons should be used on the
type is placed on the outer shield surface. The outer shield the inner protection surface. The inner protection is usu- transport support.
is usually a corrugated board box and then the Logotype ally a foam and the E-con is a dent in the material that is Reference: 10 201-3210 Uen
should be placed on 4 sides. Finish and placement accord- produced by adjusting the tool. The finish and placement is
ing to document reference. according to document reference.
XXX
XXX
≥ 2,5 MM
SECONDARY CHOICE: HORIZONTAL LOGOTYPE FREE ZONE MINIMUM SIZE
Horizontal logotype free zone and minimum size
The horizontal logotype should only be used when the form The horizontal logotype should preferably be placed in low- Reference: 10 201-3210 Uen
factor or size of the packaging makes it difficult to use the er right corner.
E-con/vertical logotype.
OUTSIDE PERSPECTIVE: LOGOTYPE
INSIDE PERSPECTIVE: E-CON
Outside-in rule
This rule applies to both outer shield and inner protection. cate respect and dignity of our brand and understanding of This means that the outer shield is branded with the full
The closer a customer or consumer is to our brand the eas- the intelligence of our audience. vertical Ericsson logo, placed in the optical center of the
ier it is to identify the Ericsson brand as an owner of the Similarly, we use our primary vertical logotype on the out- package surface.
branded space. side of our packaging, where our audience may meet our Inner protection like boxes and foams are branded with
For instance, outside of our offices it is preferable to use brand for the very first time. We have no need to duplicate the E-con.
the primary vertical logotype to ensure recognition. Inside the effort inside our packaging, marking different compo-
our premises we should aim to use the E-con to communi- nents, since they clearly are inside Ericsson branded space.
BUILDING EXTERIOR FIRST PAGE POWERPOINT INTERNET PRODUCT (COVER) SOFTWARE INTRODUCTION PAGE PACKAGE OUTER BOX
BUILDING INTERIOR FOLLOWING PAGES POWERPOINT INTRANET COMPONENT (CORE) SOFTWARE WORKING ENVIRONMENT PACKAGE INNER BOX
Outside-in rule examples
Logotype dont’s
Inner protection & outer shield Anonymity: As the E-con becomes more and more well
known, it can no longer be used if the products should be
Follow these rules:
anonymous. Instead, no logotype at all should then be used.
• Do not make patterns with the logotype.
• Do not repeat the E-con.
• Do not use any other graphical expression.
INNER PROTECTION OUTER SHIELD
INNER BOX FOAM EXPORT BOX CONDUCTIVE BOX
Use of color or material with logotype
Inner protection Two different logotypes are used on the outer shield, the
All product graphics are on the foam surface. The E-cone vertical logotype on export packages and the e-con on in-
is used here according to the outside-in rule. The E-con is ner boxes.
done with a dent in the material, not printed. The only exception is when there is no outer shield (e.g.
Outer shield only stretch film is used). Then a white label with black log-
otype can be used.
Product graphics means the logotype on the packaging
in accordance with the “outside-in” rule of the corporate
branding guidelines and the “eye-level” principle.
Other brands in our products
The rule is that only the Ericsson logotype shall be visible the co-branding design guidelines for details on how to
on our products. Visible sub-supplier logotypes on individ- manage other company logotypes.
ual components are to be avoided at all times.
Product-specific logotypes are not allowed.
If the product is the result of a co-branding initiative, see
ABC ERICSSON CAPITAL
AABBCC
ERICSSON SANS
Typography
We use two specifically designed typefaces called Erics- This section covers the general rules that apply to every-
son Capital and Ericsson Sans. Their shape reflects our thing, each on its own page, with specific rules for Core &
personality and has been developed to be used in conjunc- Cover surfaces.
tion with our other design assets. This provides instant rec- All typefaces can be downloaded from the brand portal.
ognition and a strong, consistent voice that is distinctively
Ericsson across all types of media. Ericsson Capital shall
be used for product names. Ericsson Sans is to be used for
informational texts.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789#€%&!?+-
NEVER USE ERICSSON CAPITAL FOR INFORMATIONAL TEXTS
LORUM IPSUM
MENIRE DELORES
ABCDEFGHIJKLMNOPQRSTUVWXYZ lorum ipsum

menire delores
ABCDEFGHIJKLMNOPQRSTUVXUZ
0123456789#€%&!?+-:;.,Ω≈≠≤≥∞ LEADING=TYPOGRAPHY SIZE X 1.2
ERICSSON SANS EXAMPLE: 10PT TEXT SIZE GIVES A 12PT LEADING
100/1000 PORT LAN

KERNING: OPTICAL TRACKING: -10 KERNING: OPTICAL TRACKING: +-0 KERNING: OPTICAL TRACKING: +20
Informational texts
Inner protection & outer shield Kerning, tracking and leading: For optimal legibility open
Follow these rules: the kerning with optical tracking +20 when using capital
letters and tighten it with -10 for numbers.
Ericsson Sans: Only use Ericsson Sans for informational
texts that are printed directly on package or on stickers in- Leading: Leading shall be the typography size x 1,2
tended for packages.
Inner protection
The inner protection is the material that is closest to the product. It should high-
light the product and strengthen the core values of the hardware. The inner pro-
tection is not exposed to impacts, scratches and dirt. It is easier to control its
appearance than the outer shield.
The inner protection is everything that can be put in a package. It is for example
some desiccants, a bag and a foam.
The foam/fitment is most interesting because the bags and desiccants is more
or less picked from the shelf.
The surface on a foam should not contain any pattern it should be as smooth as
possible. This also account for the fiber materials.
If any holes or dents are needed these should be circular or have rounded corners.
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – INNER PROTECTION 85
Packaging Design
Material Design Product no Comment
component designation
Wave shaped This fitment is usually placed in a corrugated or plastic box, at the top or/and the
RTK 915 016+
fitments bottom to protect the product
Standard fitments Plastics
This fitment is usually placed in a corrugated or plastic box, at the top or/and the
Flat shaped fitment RTK 915 29+
bottom to protect the product.
Stretch films are available in transparent (no special requirements), black (if the
Stretch film RTK 834 17+ content must be concealed) and pink (for ESD sensitive electronic products or if
the packaging need be taken into EPA)
Plastic sheets RTK 834 16+ Plastic sheet is usually used at the top and/or bottom on a transport pallet.
Films and sheets Plastics

Bubble films are used when a fast and easy method are desired to protect a
Bubble films RTK 834 22+
product. The product is wrapped with bubble film.
Films to make Air pads are used when a fast and easy method are desired to fixate the product
RTK 834 23+
air pads in for example a box.
Folding and non folding bag with the main function to protect against humidity
General RTK 830 87+.
and dust.
Folding and non folding bag used to protect and hold together very sensitive
Bags Plastics Dissipative RTK 830 22+
ESDS small parts.
Folding and non folding bag used to protect and hold together very sensitive
Conductive RTK 830 38+
ESDS small parts.
Forming factors – packaging components
Forming factors – examples
The inner protection (foam) should preferably be in a dark A driving force is to use as little material as possible and a were holes in the packaging. The trend today is to have so-
color to bring out the light grey of our products. More focus lot of effort is put into finding smart designs that needs as lutions that cover only the sensitive parts of the product.
should also be on environmentally friendly materials. little material as possible.
Sometimes when humidity is not an issue, inner protection Previously, more uniform materials were used that cov-
made of plastic could be replaced by inner protection that ered the whole product. It was then discovered that similar
is fiber based. cushioning properties could be achieved even when there
Forming factors – guiding principles foam
A driving force is to use as little material as possible and a It was then discovered that similar cushioning properties The picture above illustrates how four different variants of a
lot of effort is put into finding smart designs that needs as could be achieved even when there were holes in the pack- product, products A, B, C and D “share” the same fitment.
little material as possible. aging. The trend today is to have solutions that cover only Since the products are not exactly the same size and form,
One solution is material that are delivered flat and at place the sensitive parts of the product. the fitment is designed with different “touch points” for dif-
when packing is folded to its final shape. If a fitment is needed, perhaps it could be used for several ferent products.
Previously, more uniform materials were used that covered product packages, in particular within the same product fam- For example, the touch points for product C are illustrated
the whole product. ilies, and thereby save costs for fitment tools and handling. in green.
TODAY FUTURE
Air-based
design
Fibre based Air-based
materials
Excellent
Excellent
Fibre based design
materials
Bio-based
Sustainability
Sustainability
polymers
Bio-based
polymers
EPP
EPE
EPE EPP
Poor
Poor
EPS
EPS
Poor Excellent Poor Excellent
Performance Performance
Forming factors – guiding principles foam material
The way the inner protection cushions the product from the 2) By using materials which compress on impact and there- Protecting the environment is one important factor that is
effects of impact and vibration in transit covers a wide vari- by cushion the product. moving us in a new direction towards the use of more fiber-
ety of techniques and materials. 3) By supporting the product at its strongest points so that based materials and bio-based polymers.
Goods can be protected against impact in three ways; the force of impact is directed to those points rather than The optimal solution would be an air-based cushioning de-
1) By spreading the force of impact over a large area so that weaker ones. sign. This is however a new design that is not yet commer-
no part of the product is subjected to concentrated force. cial and available in larger volumes.
ESD (ELECTROSTATIC DISCHARGE) MARKING ESD MATERIAL EPA (ELECTROSTATIC PROTECTED AREA)
Forming factors – ESD
Our products are often sensitive for to electrical discharge Conductive material, usually bags, should be used for very Material approved for ESDs should not be used if it is not
this which is the reason why special materials and special sensitive equipment. needed because it is usually more expensive than non ESD
rooms and workspaces are used when packaging these Dissipative material is used for packing (electrostatic sensi- approved material. This is, of course, affected by the rela-
products. Special markings are used (1301-SVB129). tive devices) (ESDS) is usually colored pink and conductive tive volumes of the ESD products.
The material can either be dissipative or conductive. Dissi- materials are usually colored metallic or black (boxes). This
pative means that the material don’t does not charge easily has been common practice for a long time but is but is still
and conductive means that the material don’t does not let only a recommendation.
allow any charge pass at all.
Moisture
Severity RH Usage Package design
protection class
In general for all outdoor products (must be Only outer box or box and plastic bag
C Reduced moisture protection -
confirmed by product owner). which is not sealed by heat welding.
Products that are sensitive to moisture

Plastic moisture barrier bag sealed by heat
B Moisture protection ≤50% and/or corrosion (must be confirmed by
welding and desiccant bags.
product owner).
Products/components for non-hermetic

components that are to be subjected to
Aluminized moisture barrier bag which
reflow soldering in the Surface Mount
A Very high moisture protection ≤10% is sealed by heat welding with desiccant
Technology process or for products that
bags and humidity indicator card.
contain components that are very moisture
sensitive prior to being powering up.
REFERENCE DOCUMENTS: DOC NO: 2/102 60-CSX 101 58 UEN
RTK 985 XX/X

(PRODUCT: DESICCANTS)
Forming factors – moisture protection
In general, moisture protection of products has been over- During 2012, therefore, we re-defined moisture classifica- package must protect the product from moisture & corro-
dimensioned. i.e. too much protection is used in relation tions from Classes 0,1 and 2 to Classes A, B, and C. sion. This means that the moisture protection must be de-
what the products themselves are capable of withstanding. Choosing a class must be based on product sensitivity, not signed so that the air moisture content inside the moisture
This has been particularly true during the last 5-10 years on transportation methods or final destination. The require- barrier never exceeds 50% RH (relative humidity) for stand-
because components and electronics are manufactured to ments are maximum three months of transportation and ard protection and 10% RH for very high protection during
be much less sensitive to moisture. a total storage period of 12 months during which time the an 15 month period (450 days).
Color & Finish
The inner protection are usually an inner box, a fitment or The surface of the fitments should be as smooth as pos-
a bag. sible with out any patterns.
All inner boxes should be white with a black printing. An E- Fitments made of fiber material should have a natural color
con should be placed according to doc. 10201-3210, usu- to enhance the fact that they are environmental friendly.
ally the center of the box surface. Bags should be transparent and desiccants and other ma-
The fitment should have a dark color to get a contrast with terials should ha ordinary appearance.
our light products.
≥ 6 MM
E-CON FREE ZONE MINIMUM SIZE
Graphics – E-con free zone
Inner protection There can always be more. Make sure of the placement Reference: 10 201-3210 Uen
Follow these rules: of the E-cone does not come to close to the edge, labels,
packing strap or tape. It should be a free space between
Free zone the E-cone and the edge of 10 mm. Also make sure that the
The free zone for the E-cone as according to the illustration E-cone is proportional to the packaging size and the sur-
above. Nothing is allowed to be placed inside this area. The face it is placed on. In fitments should the E-con, if present,
free zone is the minimum free space around the E-cone. be made as a dent into the material.
Outer shield
The outer shield is something that many people see and handle. It is the first
impression that people outside Ericsson get of Ericsson as a company. Such
people come from different cultures, have different educational levels and differ-
ent expectations of the package.
The primary purpose of the outer shield is to protect the product from impact and
dirt. Its second purpose is to carry information about the company and the product.
Usually the outer shield is a corrugated board box or, for heavier and larger prod-
ucts, a thicker board such as honeycomb or frame pack solution can be used.
Honeycomb or frame pack have, in recent years, increasingly been used to re-
place heavy wooden boxes.
Plywood and wooden boxes are still used when extra strong protection is need-
ed because of heavy weights or extreme environmental conditions, such as
heavy rain.
The outer shield can also be a plastic box but these are very expensive and only
used in returnable (controlled) systems e.g. RBS PIM Kumla.
The outer shield should be as uniform as possible and the number of different
sizes should be kept to a minimum. The quality of corrugated board should not
be too high but must be able to stand the rigors of transportation.
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – OUTER SHIELD 94
Packaging Design
Material Design Product no Comment
component designation
0427 boxes are folder-type boxes that consist of one piece of board. The bottom
FEFCO 0427 RTK 193 42+ of the box is hinged to form two or all side walls and the cover. Locking tabs are
incorporated in the design. No glue, stitches or tape are needed.
Same as above.
FEFCO 0427 RTK 193 43+ Black side is conductive and white side dissipative. Can also be ordered 100%
conductive.
This is a slotted-type box that consists of one piece with a glued, stitched or
Boxes(1-part) Boxes(1-part) FEFCO 0201 RTK 193 92+ taped joint and top and bottom flaps. They are shipped flat, ready to use and
require closing by using tape or packing straps.
Same as above
FEFCO 0201 RTK 193 89+ Today 100% conductive boxes are available.
FEFCO 0471 RTK 193 90+ Similar to Fefco 0427 but the design results in an even stronger box.
Forming factors – packaging components
The general specifications describes standard components, The packaging component is not related to a specific prod- It will also be easier to get an overview of all packaging
which means that many suppliers can offer them. uct. Many different types of Ericsson products can be components and to see synergy effects. This will result in
No drawing is needed, all information to be able to manu- packed in this box. more efficient usage of packaging (modularity) and higher
facture the packaging component should be included in These packaging components (RTK XXX XX +) should be volumes (lower price)
the general specification. used primarily because that will decrease the great variety
of RTK-numbers
The outer shield should be easy to assemble. Sometimes Handholds should be used to make it easier to lift and protection and the transport support (e.g. stretch film), al-
when corrugated board sheets are lifted off the pallet, be- transport the box by hand. It should be easy to carry and though such developments are still very much in the future.
cause there is not room enough above the package, they transport the packages. Heavy materials should be replaced by lighter ones as far
can hit the ceiling. The outer shield should be designed so all the labelling as possible. Also, thicknesses should be decreased as far
It must be possible to handle the boxes with lifting tools in needed during transportation can be placed on the pack- as possible without compromising strength.
the transportation flow. age without obscuring the Ericsson logo.
The outer shield can be used as an information carrier, giv- A major aim is to use as little material as possible. It is
ing information on how to install the product. feasible that the package could consist solely of the inner
100 1000
90 900
80 800
70 700
60 600
Volume (litre)
Weight (kg)
50 500
40 400
30 300
20 200
10 100
0 0
PACKAGING TRENDS SSR WOODEN BOX PLYWOOD BOX FRAME PACK
Forming factors – guiding principles weight/volume
It is desirable to decrease the weight and volume of the tions. In the SSR products case, the weight was decreased This works continues and the third step is to focus on cor-
packaging because this also reduces the environmental by 58% when plywood was used and by 79% when we ner protection plus a lid and stretch film.
impact and the cost. A good example is the smart service switched to the frame pack.
routers (SSR) illustrated here. Volume decreases were not as high, 17% in the first step
Wooden crates have, where, first been replaced by ply- and 19% in the second step, a reduction that saves a lot of
wood and then by frame packs or a honey-comb solu- space in trucks and warehouses.
Color & Finish
Printing on the outer shield should be as follows: The outer shield should have a smooth surface without any have printing with preferable dark colors. The reason is be-
• Black on a natural colored corrugated board box pattern pressed into the material. cause outer shield is usually exposed to dirt and impacts
The corrugated export boxes should always be coated with when transported.
• White on a conductive black corrugated board box
a plastic or wax layer.
• White on a conductive black plastic box.
The outer, if used for marketing communication, should
• Black on a wooden box.
Graphics – logotype eye-level principle
The placement of the logotype should maintain a virtual If heights < 1,35 m the logotype shall be placed in the cent- In the case the package consist of a lid and stretch film.
eye line. In other words, on packages that are at or below er of the package. The reason for this is that if the package The horizontal logotype placed in the lower right corner
eye level, the logotype must be high up enough so that it is has a height lower than 1,35 m it is stacked together with should be used to save space for marking.
as close to eye level as possible. other packages.
Products that are installed on or above eye-level, e.g. on If the height is ≥ 1,35 m The logotype shall be placed in the
the wall or a structure, shall have the logotype placed low center of the upper half of the package (see picture).
enough so that they are as close to eye-level as possible.
The logotype shall always be centered on the vertical axis.
≥ 15 MM
PRIMARY CHOICE: VERTICAL LOGOTYPE FREE ZONE MINIMUM SIZE
Graphics – vertical logotype free zone and minimum size
Outer shield placed inside this area. The free zone is the minimum free Minimum size
Follow these rules: space around the vertical logotype. There can always be The minimum height of the vertical logotype is 50 mm. The
more. Make sure of the placement of the logotype does not height is measured from the symbol’s top to the bottom.
Free zone conflict with the placement of tape, packing straps and la-
The free zone for the vertical logotype is 1/3 the height of bels. Also make sure that the logotype is proportional to
an E-cone, see illustration above. Nothing is allowed to be the packaging size and the surface it is placed on.
Dimensions of package
Weight of (not including pallet)
Handling de- No. of
package
sign persons
X (kg) L1 (mm) L2 (mm) L3 (mm)
<780 - - No special design -

X>7
≥780 - - Handgrips/straps 2
<400 - - No special design -
≥400 400≤L2<780 <780 Handgrips/straps 1
< 7 x ≤ 25
≥400 400≤L2<780 ≥780 Handgrips/straps 2
≥400 ≥780 - Handgrips/straps 2
<400 <780 <780 Handgrips/straps 1
FOLDED CORRUGATED BOARD
HANDLE
<400 ≥780 - Handgrips/straps 2
400≤L1<600 400≤L2<780 <780 Handgrips/straps 1
< 7 x ≤ 32 400≤L1<600 600≤L2<780 <780 Handgrips/straps 2
400≤L1<600 ≥780 - Pallet -
≥600 <780 <780 Handgrips/straps 2
≥600 ≥780 - Pallet -
X ≥ 32 kg Any Any Any Pallet -
REFERENCE DOCUMENTS: 1056 CSX 101 58 UEN
PLASTIC HANDLE
Graphics – handles
To make it easier to move a package, different types of Another punched handle is reinforced because more than Handgrips of plastic are rather common. They can be assem-
handles are used. Handles can be shaped in different ways one layer of corrugated board forms the handle. Corrugat- bled to the corrugated board box in different ways. Depend-
depending on the weight and dimension of the package. ed board can also form a handle by being folded. ing on the weight of the product the handle can be reinforced.
The most simples handle is punched cut from a corrugated This type of handle is less suitable for heavier packages. For products heavier than 32 Kg, a pallet must always be used.
board material. This handle is closed until you apply pres- In those cases, different handgrips and straps should be
sure on it when you need to use it. considered instead.
Transport support
Transport support is packaging components that holds everything together and
facilitates handling. Some examples of transport support is pallet, packing strap,
stretch film, shrink film, slip sheet and tape. All supports are standard components.
The packaging (incl product) will be transported in many different vehicles.
Vessels, trucks, trains, and aircrafts, and be temporarily stored in warehouses
Each transportation type warehouses/pallrackets have limitations in dimensions
that have to be considered in packaging design.
If designing a new pallet a specific pallet testing should be performed, internally
or by supplier. For internally designed pallet the design guideline should also be
followed.
Reference documents:
8/002 01-5/FEA 101 8233 Uen - Test specification for pallets Rev A
5/102 60-CSX 101 58 Uen - Design guideline for pallets within Ericsson
ERICSSON PACKAGING DESIGN GUIDELINES | FUNCTIONAL & VISUAL CUES – TRANSPORT SUPPORT 102
ONE WAY WOODEN RIB PALLET PLYWOOD PALLET WITH STEEL BLOCKS
PLYWOOD PALLET WITH WOOD BLOCKS PLASTIC PALLET
Forming factors – pallet types
The pallet type should be selected according to the trans- The recommended size of pallet is the European standard as much as possible. A Pallet solution is only chosen for
port flow. If air transport, use a light-weight pallet, if sea pallet. For very high volumes it is acceptable to use a spe- heavy products.
transport a rib pallet is the best solution. cial pallet that fits the product. But it should be avoided
ONE WAY WOODEN RIB PALLET PLYWOOD PALLET WITH STEEL BLOCKS PACKING PROFILE PALLET
PLYWOOD PALLET WITH WOOD BLOCKS PLASTIC PALLET
Forming factors – building practice
Pallet containers Pallet unit load Pallet frame pack

Different technical solutions can be used such as boxes, Examples of unit load, boxes on pallet with or without lid, Frame pack solutions are build up of L-shaped packaging
frames with lids, profiles with walls, etc. Corrugated solu- stretch film and/or dividers. profiles on a frame. A corrugated hood, straps or stretch
tions are commonly used for export shipments. Wooden These are used in returnable flows and in larger shipments film can be used to secure them to the pallet. These are
frame solutions are mostly used for returnable or heavy of same sized export boxes. best suited to heavy products such as RBS when high
duty shipments. stacking strength is demanded.
The pallet is the most important transport support that 1) Do not place the nails too close to each other 834 17/5 to be used and which can be pre-stretched up to
must be able to stand rough handling by especially fork- 2) Do not use too long nails. 300% saving 66% of the material.
lifts. The pallet should be very strong and, at the same
time, very light. To increase the quality on pallets, test the The blocks can be made of different materials, blocks
pallets according to 8/001 02-5/FEA 101 8233, Test speci- made of fiber is recommended.
fication for pallets. Other transport support items are stretch film and straps.
The pallet are manufactured using nails and it is recom- The stretch film should be pre-stretched to avoid an un-
mended that this is done in a certain way; necessary usage of material. As an example is the RTK
Maxload-
INTERFACE Length Width Height Loading
ingHeight
LIMITATIONS inside (mm) inside (mm) inside (mm) Weight (Ton)
(mm)
13400 2470 2790 2700 23

EUROPE
7200 2200 2300 2200 5
ASIA
9600/12500 2350 2300/2400 2200 10/20
Standard/ Standard/
Entrance door
5900/12030 Volume Volume 21-28/24-28
2280/2580
2350/2440 2370/2670
9000- 22000 2350 2370 2200 20-75
1600(max
packing Depending on
3180 2230 1600/220/300
height lower aircraft
deck)
Forming factors – transport limitations land/sea/air
This table details the size and weight limitations that differ-
ent forms of transport impose on the package dimensions.
Color & Finish
The first choice of color for straps is black. The second

choice is green.
The first choice of tape is transparent, the second choice
is brown and the third choice sealing tape (RTK 99008/1).
Graphics (dont’s)
Not applicable on transport support level. Graphics are only

allowed on the Inner protection and outer shield level.
Ericsson packaging
material development
group
ERICSSON PACKAGING DESIGN GUIDELINES | INTRODUCING PACKAGING MATERIAL DEVELOPMENT GROUP 109
Introducing packaging material development
(PMD) group
The packaging material development (PMD) group provides packaging expertise
to packaging development throughout the company.
The scope of operation is to design, release and maintain The unit also acts as a global competence center for packag- The PMD unit is placed in Kista Sweden. You reach us
ownership of packaging material for the Ericsson group, ing related matters, and has corporate responsibility for gen- through Mats Lundgren, head of the PMD unit EAB/FJB/GB.
secure cost effective solutions, and provide a sustainable eral packaging requirements, including marking and symbols.
packaging material platform portfolio for Ericsson.
ERICSSON PACKAGING DESIGN GUIDELINES | INTRODUCING PACKAGING MATERIAL DEVELOPMENT GROUP 110

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Packaging

PACKAGING DESIGN GUIDELINE | VERSION 1.0 | 2015.06.12

Using these guidelines............................................................. 4 Packaging main functions...................................................... 42

1. Introduction......................................................................... 5 Packaging design overview....................................................47

2. Our approach to design...................................................... 6 4. Functional & visual cues................................................... 48

Vision........................................................................................ 7 General directives.................................................................. 49

Core values.............................................................................. 8 Inner protection...................................................................... 85

Business strategy..................................................................... 9 Outer shield............................................................................ 94

Brand strategy.........................................................................10 Transport support.................................................................102

Design strategy.......................................................................11 5. Ericsson packaging material development group...........109

ERICSSON PACKAGING DESIGN GUIDELINES | CONTENT 2

ERICSSON PACKAGING DESIGN GUIDELINES | CONTENTS OF THIS DOCUMENT 3

3.0 PACKAGING DESIGN

governs the process of developing new products. Graphic design guidelines

ranges that result from mergers and acquisitions. In such E

cases, the design solution will be developed on a case-by- O N

ERICSSON PACKAGING DESIGN GUIDELINES | USING THESE GUIDELINES 4

ERICSSON PACKAGING DESIGN GUIDELINES | INTRODUCTION 5

ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN 6

Vision Core values Business Brand

ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN 7

Vision Core values Business Brand

ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN 8

“To be the leading information, communication and technology (ICT) Design

Vision Core values Business Brand

ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN 9

Vision Core values Business Brand

ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN 10

Vision Core values Business Brand

ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN STRATEGY 11

Examples of assets we own

ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN STRATEGY 12

Vision Core values Business Brand

ERICSSON PACKAGING DESIGN GUIDELINES | OUR APPROACH TO DESIGN – DESIGN PHILOSOPHY 13

FIRST IMPRESSIONS LASTING VALUES

REVENUE DRIVING COST SAVING

CORE VALUES HUMAN DESIGN VALUES

Economically sound Purposeful | Optimized | Modular

Essence of core values Inspiring/Exciting Surprising | Obviously smart | Inspire care

CORE VALUES HUMAN DESIGN VALUES

Economically sound Purposeful | Optimized | Modular

Inspiring/Exciting Surprising | Obviously smart | Inspire care

Honest Recognizable | Revealing | Confident

CORE VALUES HUMAN DESIGN VALUES

Economically sound Purposeful | Optimized | Modular

CORE VALUES HUMAN DESIGN VALUES VISUAL & FUNCTIONA

Honest Recognizable | Revealing | Confident

CORE VALUES HUMAN DESIGN VALUES

Economically sound Purposeful | Optimized | Modular

Inspiring/Exciting Surprising | Obviously smart | Inspire care

Honest Recognizable | Revealing | Confident

CORE VALUES HUMAN DESIGN VALUES VISUAL & FUNCTIONAL CUES

Values to functional and visual cues

ERICSSON PACKAGING DESIGN GUIDELINES | BEST PRACTICE EXAMPLES 34

Label with the instructions

of how to make use of the 8×

Pockets to place the straps