Sustainable Packaging: Through the Eyes of a Designer
MK In your opinion, how can packaging be designed to generate as little waste as possible?
JEAN JACQUES SCHAFFNER Packaging is subject to an ever-increasing number of requirements—insulation, impact protection, light protection, and much more. The exception is the luxury segment, where the focus is primarily on brand presentation and aesthetics. Packaging design is guided first and foremost by the requirements of the customer and the product. From this perspective, consumers themselves have, to a certain extent, the power to question their own multiple demands. As designers, we therefore re-evaluate every requirement. What is essential, and what can be omitted so that the product still stands out at the point of purchase?None of us want to—or can—do without packaging. That’s why the possibility of recycling is key. In our opinion, there’s still a lot of work to be done in this area. This includes composite materials that can be easily separated and a functional plastic recycling system that goes beyond just PET.Furthermore, it is in the interest of all partners to ensure that packaging development minimizes material usage as much as possible. After that, the focus is on reusability or recyclability.
MK How can we develop and produce attractive packaging that serves its purpose, despite cost pressures? Is that even possible?
SCHAFFNER I have two answers to that. First: Yes, innovation and creativity always make new and exciting solutions possible. But only if the customer and the manufacturer are willing to make fundamental changes to their packaging. But the main challenge remains to make a compelling case at the point of purchase—regardless of cost pressures. Second: In Switzerland, we face a specific problem in addition to multilingualism. Our small print runs usually prevent us from using new packaging formats or materials. Low quantities are a design killer. We have to live with that. A ray of hope on the horizon is digital packaging printing, which makes even small print runs affordable.
MK What factors determine the choice of material?
SCHAFFNER When addressing this question, we as designers must also divide packaging into two groups: containers that are meant to be merely attractive, and those where the packaging has an important function to fulfill. Creating an attractive design is no problem for a professional. The choice of materials is important; once that’s settled, one can focus on the brand message and the product being packaged. The challenge is quite different for products that require specific protection. The search for new materials will therefore have to be addressed primarily by the industry. With new solutions, it enables the implementation of forward-looking ideas.
M&K What factors determine whether packaging is developed and produced using complex or cost-effective methods?
SCHAFFNER If you look at packaging from a perspective other than functionality, you’ll see that, at the point of purchase (POI), it’s more than ever about attracting attention, brand presence, and brand positioning. Our client doesn’t just want to have a single product designed. They want to position their brand—and thus their product line—optimally and better than the competition. The decision on how to achieve this, therefore, isn’t just about cost, but primarily about design.Jean-Jacques Schaffner is a co-founder of the design and communications agency Schaffner & Conzelmann AG in Basel. In this role, his work focuses on strategic consulting and the conceptualization of communication projects to be implemented. He also heads the in-house photo studio, writes copy, gives lectures, and publishes articles, and serves on numerous international design juries. He sees his primary mission as driving constant innovation.
