The most loved packaging by consumers? The eco-friendly one!
Our journey through the world of packaging goes on. Today, we will talk about another aspect you shouldn’t underrated during the delicate phase of planning and designing: the attention to environment.
The packaging firstly is “a container in which something is or may be packed”, but we already are conscious that, today more than ever, packaging is a powerful tool to communicate with consumers, sell the product and build a long- lasting relationship with customers.
Consumers are becoming more aware of the ecological aspect of boxes and we all know how important is choosing raw materials able to guarantee the lowest environmental impact.
Which is, then, the best way to create a responsible packaging, besides choosing eco-friendly raw materials? Here some points to keep in mind:
The role of creatives and marketing executives involved in a design project is fundamental because consumers are giving much more importance to the sustainability of packaging, that is now a key element of the purchase decision process, according to the study carried out by ProCarton, the association that includes all the most important European players for paper and cardboard packaging industry.
In fact, consumers interviewed believed that the most important factor for sustainability is the use of essential packagings, getting smaller and smaller, that will ensure a safe protection of the product anyway. In addition, packaging should be recyclable and made of eco-friendly material. As many as 75% of the people interviewed, in fact, mostly prefer not to use double packaging and use a recyclable box.
Then, focusing on the ecological aspect of packaging since the beginning of the project will preserve on the one hand the environment, on the other hand may help increase sales and show the green side of companies, creating a brand’s great advantage.
Promoting reusable packaging
The idea of sustainable boxes is connected to the second life of packaging as well. It is about its reusing, that is different from the original one, and becomes a more or less creative way to resolve a problem or give the consumer an edge. This is a great challenge, especially when using the paperboard. With plastic or glass it may be easier, for example Stanley Honey proposed a honey-pot that can be reused as a flowerpot, while the cork can be used as pot saucer.
In the world of food packaging, cereal boxes have been increasingly adopting this philosophy, by transforming their paperboard, once opened, in a game for children that will get the chance to cut it and then create funny shapes. Otherwise, in confectionery industry, chocolate pralines and comfits boxes usually turn into trays you can use at table to taste the product together and have a better user experience.
Approaching packaging design by taking into consideration the environment is a successful strategy able to increase the value of packaging, make the customer loyalty stronger and enhance the communication with consumers.
In conclusion, while designing a packaging, think about the role an eco-friendly package may have and the importance that consumers give to the environment: you will surely stay a step ahead of proposing not only a nice box but a “good” one as well.