I am thinking of the idea of using legislation to control consumer packaging decoration. The power of packaging design has to be restrained to make a product less attractive and hold the consumers back. I am of course referring to tobacco and the ongoing discussions about neutralising the design of the entire category. This says a lot about the power of packaging and of and how graphical design communicates. Australia was first out and this is at present also discussed in Europe.
Tread carefully when making packaging design decisions. Nestlé is in court meeting a producer of coffee capsules made to work with Nespresso machines. The argument is about the design of the capsules and the functionality of the machines. Without going into details, it’s again about the inherent power of packaging to make or break. This time a little bit of diplomacy probably would have smoothed things a bit. Playing with packaging is playing with fire.
People apparently care and react to what they think is not quite right, also when it comes to packaging. Glad Wrap has been forced to rework their new packaging design after an uproar of public backlash from unhappy customers. Their mistake was to move the cutter from the base of the box to inside the lid. Shock horror. The consumers didn’t like the change and let Glad know, they got the message and changed things back to “normal”.
Packaging matters and design is over again proving to be a powerful tool.
Small scale production seems to always face the same challenge. What to do for packaging? The alternatives are expensive with inflexible conditions and hard to find. That is for starters.
Is 3D printing technology one of the answers? Yes, says Anita Redd who chose to 3D print a unique packaging solution for her product Anita’s Balm. She was having trouble finding a suitable jar and came up with the idea of making one herself. Using 3D technology and a biodegradable material she came up with a unique jar for her product. This gives her product an edge at POS and solves her problem to find a supplier of suitable packaging. As a small scale producer you simply don’t need as many units as the full scale producer.
It might not be for everyone but it will sure be helpful for some.There are no shortcuts for the small scale producer that only needs limited quantities of packaging material. 3D printing is a solution and digital printing is another useful technology for the scale challenged producer. It opens up for personalized packaging or at least unique labels at a reasonable cost.
The consumer is the final POS decision maker, now also made able to put the final touch to the label according to mood, need or whim. That is what I call an individual water bottle.
Wattwiller, French mineral water brand, made labels with left out space for the consumer to add their own text or draw pictures.
When making creative packaging it isn’t always you that have to be the creative one. Sometimes you can apparently get off the hook by letting the consumer do the job.
The Consumer Goods Forum is launching a Global Protocol on Packaging Sustainability (GPPS). Now this is really something. This is not just any old protocol, it’s meant to be THE protocol. The protocol, or the set of rules, for how to assess and compare the relative sustainability of packaging.
This is challenging the very way we look at our own converted material as the most environment efficient and sustainable. As it is proven in LCA’s and in other expensive ways.
The aim is to make available a tool or a common language that actually can help companies reduce the environmental impact of their packaging. This will without doubt rock the oil tanker and create some interesting debate in the near future.
The Consumer Goods Forum is a very important and weighty organisation representing over 650 retailers, manufacturers, service providers and other stakeholders across 70 countries. The protocol was created by a group consisting of representatives from the
leading retailers and brand owners of the world. So the protocol will probably
prove to be of the more sustainable type.
Read all about it on http://globalpackaging.mycgforum.com/