A focus on a sustainable environment and functionality in design is what is shaping the future of packaging. So says printing and packaging powerhouse, Colourtone Aries. If it is not a responsible solution, both in terms of sustainability and cost effectiveness, it is not in demand.
As the market evolves around consumer needs with the spotlight fixed on sustainable solutions, Colourtone Aries director, Kai Neckel, says that packaging is adapting to meet the needs of marketers. “Consumers are more aware of their own carbon footprint and demand that brands have the same philosophy,” he says. “Recycling, sustainability and environmentally friendly products are in demand from the ecologically conscious consumer.”
With renewed interest from brand managers in package design and quality, as we move further into the digital era, the way we interact with consumers is changing. The migration to online purchasing is gaining momentum with brand interaction methodologies becoming more sophisticated. Packaging is now the first personal experience a consumer will have with a brand following an online introduction.
Kai continues, “With this focus on packaging comes an additional responsibility. It needs to be functional, and sustainable. Getting the balance right is critical in the modern marketing mix. Choice of material, quantity and quality are vital to the total brand experience.”
Colourtone Aries highlights some demands from marketers:
Enough is enough. Too much packaging and consumers will enquire about the brand’s responsibility. Too little and the opportunity for that initial experience is lost. Finding the right balance is what marketers are aiming to achieve without losing the positive brand experience consumers expect.
Is it sustainable? Critical to our planet’s survival is the impact packaging has on the environmental. These are key questions being asked of the industry.
Is it functional? Packaging is often been regarded as a nuisance that needs to be discarded. Modern packaging has become more functional in reducing waste, for example in the food industry. Packaging in this industry has evolved significantly and has become more flexible and functional in, not only reducing waste, but also protecting the quality of food contributing to saving our planet’s resources. Packaging is part of a global solution for a resource efficient economy.
Move away from the plastic. Paper-based packaging is a key replacement of traditional plastic-based products. The trend is moving to solutions that reduce our carbon footprint by providing environmentally safe products, from transporting to disposal. Solutions include point-of-sale stands and large Lamas that can withstand significant weight, eliminating the need for man-made environmentally unsafe products. Paper-based products are more sustainable, significantly reducing waste, easier to deliver, reducing the need for heavy transportation methods, and, not to mention, more cost-effective.
“Paper-based products provide a responsible solution for marketers as they strive to reduce their carbon footprint and still provide consumers with the ultimate brand experience.” says Kai, “Packaging companies are at the forefront of the sustainable packaging revolution.”