Packaging should tell a different story

The Act requires that waste be avoided. Where it cannot be avoided it must be reduced, re-used, recycled or recovered. Only as a last resort may it be treated and disposed of safely.

He says this approach will require a considerable shift in mindset for clients in terms of packaging design and for consumers in the use and disposal of packaging.

Botha says that from a design perspective, developing responsible packaging means laying out certain parameters for clients upfront, discussing materials and finishes to be used first and then building the design around these.

“It should also involve a discussion about colour: to develop environmentally friendly thinking one has to remind the consumer constantly of the environment. Colours — greens, browns and greys — are therefore an important cue that packaging design needs to draw on.

“By encouraging clients to have responsible packaging as the foundation of their design no matter the product category they're operating in, one can ensure that packaging once used, can be disposed of responsibly.”

Botha says that perhaps the most important thing to realise about developing responsible packaging is that it does not have to affect the creativity of the design. Rather, it encourages designers to innovate responsibly and enables packaging producers to follow their lead.

“While packaging producers have a role to play in supporting and promoting the use of environmentally friendly and recycled and recyclable materials, the initial packaging conversation is typically with the designer.

“While many clients might resist the drive towards responsible packaging initially, not only is it imperative by virtue of the Waste Act but it is also in line with the strong trend towards simplicity and honesty in these challenging economic times.

“Increasingly, consumers are turning to brands they can trust. Honest, simple, bold packaging design that tells consumers what a product is and what it does has become more important than ever. Developing responsible packaging is another key means of reinforcing this message.”

He says that responsible packaging ties into the growing trend towards organic products. By selecting materials, finishes and colours with the environment in mind, the product can be aligned with the more natural and, by association, healthier and environmentally friendly products.

While the Waste Act will no doubt force people to start reconsidering waste and how they dispose of packaging, designers also have a key role to play in this process, says Botha.

“By encouraging clients to build responsibility into their packaging choice, this message will be transferred implicitly to the consumer. Packaging itself thus can and should be used to start telling a different story and, in this way, begin a progressive and creative move towards environmental consciousness.”

Source: Business Day

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