Green Matter: Packaging the Message


What's on the inside may well be what counts, but it's what's on the outside that we interact with. Research has shown that some 93% of customers value the color and appearance of a product over any other factor, including its performance. And green packaging is no exception.

While the Freedonia Group recently predicted that world demand for green packaging (packaging that is recycled, reusable and /or degradable) is projected to rise a whopping 5.7% per year to $212 billion in 2015, according to research from The Big Picture, a specialist design research agency based in Britain has shown that in itself, sustainable packaging is not enough to attract consumers. Design researchers at the agency carried out a series of in-depth qualitative interviews with consumers to gain insight into the choices they made, and how they made them, in the supermarket.

The Big Picture found that consumers not only judged products by their packaging, disappointingly, they judged the packaging by what they perceived as "excessive or unnecessary packaging using materials such as plastic, which they see as less recyclable, regardless of whether a product had a recycle friendly or similar logo."...
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