"The packaging industry has a bright future ahead of it".

MK You are presenting the new symposium "Packaging Marketing and Brand Management" on April 12. What prompted you to cooperate with Easyfairs?

SCHAFFNER Easyfairs' request to me as an external consultant has to do with the fact that the design and marketing industry as well as brand managers from the sector have increasingly said goodbye to the various trade fairs, and this abstinence on the part of decision-makers does not do justice to the topic and the complex issues surrounding a booming industry. That is why we have sharpened our trade fair presence and launched a new specialist conference for precisely this audience. I am convinced that this will enable us to discuss important topics on an interdisciplinary basis and to counter the topics of technology and logistics with something new.

MK What can visitors to the conference look forward to? And what do you, as co-organizer, hope to gain from the event?

SCHAFFNER In addition to my presentation on trends in packaging design, we have also succeeded in inviting four internationally renowned experts to this conference. In addition to the topics of design quality and its assessment, brand management and the importance of online packaging will be discussed in detail. Please note the detailed information on the speakers, as well as a number of award-winning packaging from the world's largest packaging award, the "Pentawards 2017", which will be on display in the original. Of course, it's also about meeting colleagues and experts and making new contacts. There are plenty of topics for discussion.

MK In Switzerland - and beyond - you are regarded as one of the experts in packaging design. If that can be said in a nutshell: In your opinion, what are the criteria for a packaging design to be considered "successful"?

SCHAFFNER The Swiss packaging market is characterized by three major issues and therefore stands out from the rest of the world: firstly, packaging that is produced exclusively for Switzerland can only be manufactured in small runs and then usually in such a way that it can be used in at least three language regions. Not an easy task to be innovative at the same time. Secondly, the Swiss are a very environmentally conscious people and the discussion about packaging fluctuates between as little as possible and as much as necessary. This always means finding a balance between brand message and transportation protection. Every packaging designer in Switzerland is familiar with this challenge and it challenges me and my colleagues every day. That's why the search for new materials and innovations is so important. Thirdly, as a relatively small country, we are nevertheless a nation with an above-average number of branded products. Many SMEs produce goods to a high standard and, in addition to questions about the function of packaging, also have to deal with sustainable brand management.precisely because we as Swiss have such special requirements, the question of whether packaging can be described as successful or not is always also a question of the task. This is precisely why packaging and its quality can only be assessed by specialists. It is always a balance between duty and free choice and never simply beautiful.

MK Does the thought of feasibility always have to be part of the design process? After all, material and manufacturing costs play a decisive role when a design is to be realized?

SCHAFFNER Packaging design is not possible without interdisciplinary collaboration. In fact, it's not just about the appearance and the materials used. Many great solutions can also end at the filling machine or logistics. Just think of all the standards that are prescribed for a product rack in a retail store: as a designer, our work always starts from the very beginning, namely with the specifications that cannot be changed. Only then can I design into the available space. An understanding of all these issues is a prerequisite and a good solution is also measured by its practicality.

MK How do you assess the situation in the packaging industry in Switzerland? In which areas do the agencies and companies here stand out from the foreign competition, and where are there challenges?

SCHAFFNER As already mentioned above, there are three particular challenges: trilingualism, small print runs and ecology. Every new design solution is first measured against these criteria. Since the desire to do without packaging is honorable but not realistic (the issue of online retail), the only option is to use as few materials as possible and to recycle or reuse them, but - and this is often somewhat contradictory - many consumers also want beautiful, cool or cheeky packaging. Sometimes you can reconcile everything and sometimes you can't. These are precisely the topics that the "Packaging Industry Get-Together" in Zurich will be addressing. After all, new solutions can only be developed if everyone involved works together.

MK Finally, I would like to ask for a forecast: What does the packaging industry in Switzerland need to consider in order to remain successful in the future? Are there any trends that will become (more) important in the coming years?

SCHAFFNER "It's difficult to make predictions, especially when it comes to the future," as the saying goes. Nevertheless, I predict that the packaging industry has a booming future ahead of it. Just a few comments on this: The rapid increase in online trade makes mail-order packaging an important platform for brand messages.Digital technologies enable completely new ways of individualizing individual packaging. Consumers can be addressed directly and personally and even small print runs can now be produced to a high standard. Refilling and recycling, as well as new materials, will make new solutions possible. Plastic recycling can still be expanded in Switzerland. Virtual reality and augmented reality will open up new worlds for online consumers in particular, and their possibilities will not stop at designers, but overall it must be said that the volume and economic size of the packaging market will certainly continue to grow in relation to the advertising market. However, it is and will remain a field for specialists and there are not too many of them, especially among designers.