Packaging is changing in three distinct ways – not only in the United States, but around the World too. “Some packaging design features come and go,” claims Joe Barenberg, Chief Operating Officer, Octal, a manufacturer of APET sheet and PET resin. “However, these are fundamental, long-term trends that will have a lasting impact,” Barenberg said in a speech on the eve of Interpack 2008 in Dusseldorf.
Product visibility and protection are the most established of the three trends. Consumers expect to see the product before they purchase it – whether it is convenience or fresh food or an electronic gadget. If they cannot see it, they are tempted to open the package in-store. “In the worst case, even if the contents are acceptable, the consumer may discard the opened pack and select a pristine one to buy,” said Barenberg. “That makes waste, clutters the shelf, and reduces the quality of the consumer experience.
Barenberg identified product display flexibility as the second trend. Brand managers and store planners need products that can be displayed on hooks or trays, shelf-stacked, or multi-packed. The product itself can then become the center of the display. Products with multiple display options are more visible, have the potential for higher quality displays, and are easier to refresh.
The most recent trend, said Barenberg, is the move towards single-material packaging. “Chocolate bars used to come wrapped in foil with an outer-printed paper sleeve. Disposable razors once came in a heavy plastic box mounted-on card. Today, for production speed and efficiency, there is an increased focus on selecting the best single packaging material for the product. This also promotes recycling because the consumer does not have to separate the materials,” said Barenberg.
Barenberg’s company, Octal, sees unique growth potential in a sheet material for clear rigid packaging called APET. In fact, since the company began operations in December 2006, its annual extrusion capacity of APET has climbed from 30,000 tons to an additional 300,000 metric tonnes in its new facility in 2008.
APET is rigid for product protection, yet can be formed into shapes; it has good clarity for display purposes; it is easily printed, which makes paperboard inserts unnecessary, especially in folding applications; and it allows for multiple packaging and sealing styles for flexible displays. “APET is often an ideal single material for packaging,” Barenberg said.
Octal Holding SAOC
:: Design World ::
Filed Under: Packaging