28/11/2011
Environmentally conscious design and the REBIRTH of the package
Design has a huge impact on the environment, especially the packaging of consumer products. Getting back to basics, what is a “package” anyway?
Package design surrounds us in our daily life from the moment we rise in the morning, open a box of breakfast cereal or packaged bread, orange juice or brush our teeth.
The “package” has several purposes:
To hold a product: includes the selection of appropriate materials, its form
To sell a product: induce consumer interest and incite purchases
To inform the consumer: clear and concise information about the product it contains
The package designer works to meet these criteria as part of the assignment. But, it is the designer and the client together who contribute to the “conception” of the package.
The “Rebirth” of the package, or environmentally conscious design, begins well before its conception, and requires taking the time to evaluate all aspects of the product and its package design before it is put into motion, including the product’s ingredients, the package’s form, paper, inks and printing used in producing it, and its shipping and end use. All must be taken into consideration. And, it is largely up to the designer and the client to assure that the end result will have the least negative impact on our environment.
But, after the package and product has served its purpose, then what? Environmentally conscious design would also require that at least some components of the package and its contents would be recycled or reused
Case study: Marcus Spurway Naturally Perfumed Decorative Candle
I recently undertook this design project for a company that has been producing perfumed products since 1825. Understanding the need to develop products for today’s environmentally conscious consumer, they decided to launch a new product line of naturally scented decorative candles for the home. I was assigned the project and worked closely with the client to determine the best approach to the design of its package and its contents.
Since the line was to initially include five basic scents and the ability to expand the offering in the future, a system of packaging was developed so as to use the least
amount of packaging.
The product itself is composed of all natural scents, wax, a natural cotton wick, with no lead, no additives or artificial colors. The candle is contained in a decorative glass container that can be recycled.
The outer package was kept to a minimum; a paper “sleeve” wrapped around the product, a small die cut to show the fragrance reference. Eliminating the need to print entire sleeves for each reference of the line. The scent’s reference is indicated on a small label printed in one color and applied to the front of each candle.
This product is manufactured locally (reducing transportation), packed entirely by hand, and the original cardboard carton in which the glass was received from the manufacturer is reused to ship the finished product to clients
In short, through a few small positive steps, this company has made a considered attempt to reduce negative impact on the environment.
