Home' Asia Pacific Packaging Magazine : October 2013 Contents BUSINESS
LET'S face it: consumers are not
particularly open to changing their
purchasing habits or experimenting
with new products. Why fx it, if it isn’t
When introducing your product to
consumers you have to display ingenuity
in your packaging design. Consumers
look for packaging that is visually
pleasing and representative of the actual
Your package should demonstrate
your company's ability to uniquely
display your product through colour,
size or logos.
JUST as with people, packages that
are different tend to stand out. Using
unusual colours, containers and catch
phrases are all effective ways to catch
You can reap huge rewards by
using packaging design to market
the same product to multiple target
groups. Product packaging can give
new meaning to the same product for
It is important to note however,
that creative packaging is no substitute
for a great product. You don't want to
be known for being all action and no
Connecting with consumers
CONSUMERS will purchase products
because of a perceived need for them.
Therefore your package design must
demonstrate a fulfllment of a need
of some sort, as well as the benefts of
choosing your particular product.
Your package should elicit emotion
from your consumer, whether it is
happiness, serenity or even hunger. If
there is not a feeling of excitement or
necessity you can bet your product will
remain on the shelf.
Consumers like to feel that a
company is in touch with their specific
needs and offers them something
special. You must connect with your
Your package design is your
product's business card. For better or
worse your packaging design will be a
signifcant deciding factor in whether or
not your product is purchased.
SUSTAINABILITY continues to be
a buzzword and has become a major
factor affecting operations in packaging.
Considerations in this area are
now a fact of life, with bioplastics and
renewable resources such as sugar cane
becoming serious participants in the
market. But it seems consumers still
require greater clarity around what
sustainable really is.
Consumers are increasingly
interested in their personal impact on
the environment and are demanding
more from manufacturers.
Australia's packaging industry needs
to participate seriously in coordinated
and cooperative efforts around global
packaging sustainability and develop
some honest measurement tools for the
manufacturing industry to consider.
While we wait for strong leadership
in this feld to come to the forefront,
I challenge individuals to make
sustainability a serious consideration;
no matter the area of packaging in
which you are involved. I challenge you
to ask your company what its stance is
on sustainability and what its policy on
this matter may be.
In the meantime, we need to
continue designing with the three Rs in
mind, namely reduce, re-use, recycle:
Reduction ought to be considered
in terms of light weighting and down
gauging. Reduce the ullage in packs
as well as reducing the fap area of the
pack. This will decrease the amount of
packaging material used.
Packaging designers should take into
consideration potential changes in the
distribution chain in order to balance
package designs with the distribution
environment. This will often result in
good pallet utilisation.
Re-use refers mainly to domestic
re-use for a range of purposes.
Packaging should have the ability to be
re-used by the consumer for the same or
a similar purpose, for example, woven
polypropylene bags with a handle can
be used as a carry bag. These bags can
also be used as building materials,
especially in third world countries.
Recycle in terms of using both
recycled materials for packaging end
products and regularly using materials
that are recyclable.
Packaging should be designed to
assist recycling. It should be engineered
to easily compress to minimise volume
If and where practical, it should
use only one material or materials
which can be sorted, separated
and reprocessed, using the best
economically appropriate technology.
Where recycling facilities exist it
should incorporate the appropriate
logo to encourage consumers to recycle
the package. Plastic packaging should
also be clearly identifed with the
Plastics Coding System and look-alike
packaging in different materials should
I found it interesting that at the
2010 Soccer World Cup in South Africa,
teams from Brazil, Portugal and The
Netherlands wore jerseys made entirely
from recycled polyester, each jersey
produced from eight recycled PET
Nike sourced discarded PET bottles
from Japanese and Taiwanese landfll
sites and then melted them down to
produce new yarn for the jerseys.
This process saves raw materials and
reduces energy consumption by up to
30 per cent when compared to virgin
material. Nike prevented nearly 13
million plastic bottles from going into
This is just one example of what
companies and individuals are doing
out there to assist our environment.
I would like to add another R: that of
Supermarkets are now trialling
machines that allow consumers to
fll reusable pouches with fabric
conditioner pumped from a 1,000-litre
container directly to the laundry aisle.
What about cooking oil, fruit juice or
shampoo? This could cascade to four,
sugar, cereals and so on.
I look forward to watching this grow.
Pierre Pienaar, education coordinator with
the Australian Institute of Packaging (AIP)
Reaching consumers these
days is dif cult. No longer
do traditional methods of
advertising and marketing
warrant the attention of
consumers or their dollars.
Business owners and advertisers
alike struggle to come up with
creative ways to grab even
the smallest bit of attention
for their products. Creating an
effective package design is one
of the simplest and most cost
effective ways to do this but
requires ingenuity, creativity
and the ability to connect with
consumers, says Pierre Pienaar
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