Can luxury be successfully communicated through sustainable packaging?
- Filed in:
- Carded packaging,
- Renewable resources,
- Non-food
'Luxury' is often communicated with the support of foils, metalisation, multiple layers, laminates and other finishes that have rather negative impacts on the environment. As consumers become more savvy, could their perception of finishes such as those above change to be negative, therefore championing more natural finishes and materials?
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yes.
John...yes.
Less Is More
Dean Bellefleur
Today’s merchandisers dazzle and communicate with the consumer via the package. It’s understood that the role of packaging is to cradle the desirable within a shroud of anticipation. Infusions of color shape and texture are the elements that transform mundane packaging into works of art.
To this end deceptive manipulation of consumer perceptions has led to an over use of the cited premium print finishes. Not only do these print finishes in large quantities threaten the environment but unchecked they undermine the credibility of packaging. Remember packaging is continuously communicating with the consumer. Fool the consumer once too often and the eventual boycott threatens the industry.
Print signals intended for luxury goods do not belong on commodity items. The risk of desensitizing consumers to the appropriate packaging signals coupled with the negative impact to the environment are strong reasons why the packaging industry as a whole needs to maintain a code of integrity and ethics.
There is sufficient room to manoeuvre in the packaging arena that if managed responsibility public opinion will side in our favor. The use of natural print finishes is ideal for commodity items where production volumes significantly impact the environment.
Can luxury be successfully communicated through sustainable pack
Thomas Oris
One thing that has changed over the last 20 years, and will continue to change is the actual consumer. Keeping on top of what consumers want is a job in itself. I believe that today's consumer is more educated about the environment than ever before, and many are willing to "give up" the glitz for environmental benefit. With this said, I don't necessarily believe it's an either or proposition, the consumers can have both!
Additionally, I believe one of the main luxuries that today's consumer wants is ease of use. How the consumer interacts with the package itself becomes very important and repeat sales, in my opinion, are based on the ease of use as well as the performance of the product. As I have said prior, given two equal products on the shelf, both at the same cost, a majority of consumers will gravitate toward the package that provides more environmental benefit, and the consumer will feel good about that purchase as the consumer feels the are making a contribution toward the protection of our environment.
Can luxury be successfully communicated through sustainable pack
sean sabre
YES!
We work with a lot of clients who place high value product in small footprint packaging that must catch the consumer and entrance them like a trout swimming on his merry way from one of the pond to another. Impulse buy packaging with a supreme out of box experience is our daily regiment and we are making headway with sustainable alternatives.
*Replace* spot gloss UV over aqueous *with* spot gloss aqueous over matte aqueous - works well to make graphics POP in depth via contrast
*Replace* foil board *with* foil stamping - works well to get POP and saves $ as well. FSEA (the Foil Stamping and Embossing Association) has published an LCA analysis on foil stamping that you should check out
*Replace* thermoform *with* post press clean pulp or paperfoam - works well for structural inner packaging and good POP
*Replace* high VOC petroleum based inks *with* vegetable based inks.
etc etc.
There will be a special session at the annual Sustainable Packaging Coalition meeting and conference this month in Chicago named "Evaluating Environmental Trade-Offs for Inks and Coatings". Key speakers include reps from Flint Group and Henkel. Check it out.
Great topic ... often misunderstood
Sean
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