A MESSAGE FROM NEENAH
SPONSOR OF THE AMERICAN PACKAGE DESIGN AWARDS™
NEENAH IS HONORED TO ONCE AGAIN CELEBRATE THE POWER OF PACKAGING, AND THOSE WHO ARE LEADING THE WAY THROUGH THE CREATIVE DESIGN SHOWCASED IN THIS COMPETITION. VISIT www.neenahpackaging.com FOR INSPIRATION, INFORMATION, AND SAMPLES.
Studies have shown that 72% of consumers agree, packaging design can influence purchasing decisions.
Premium packaging has been and continues to be one of the most effective strategies for creating first-time sales and, ultimately, brand loyalists. Forty percent of consumers claim they are more likely to buy from a company that provides premium packaging. Forty percent also claim that gift packaging or branded packaging influences their perception of the retailer. To the shopper, a package that has luxurious texture and uses
a solid colored paper or specialty print techniques is an indication of the quality of the product about to be unboxed.
But beautiful packaging isn’t the only thing influencing purchasing decisions. Shoppers are also looking for brands that align with sustainability and social causes. With more focus on product and packaging waste and with the anti-plastic movement in full swing, it’s increasingly important for brand owners to indicate their environmental stance through packaging. A recent Nielsen study found that seventy two percent of Gen Z and three out of four Millennials polled would pay more for a product with sustainable packaging. Forty-one percent of Americans report that they have purchased a product in the past year because it was associated with a social or environmental cause.
(TOP) Milk Moon packaging features CLASSIC CREST® Papers, Natural White in an Eggshell finish. Kati Forner, Creative Director and Founder of Kati Forner Design in LA, “wanted the label to feel natural and tactile to play off the organic design elements within the label.” The result? Packaging that invites engagement by teasing the senses.
For this over the top print promotion, “Those who print together, stay together,” Sami Christianson and Mark Whitely of Best Studio in Vancouver chose ASTROBRIGHTS® Papers because they “wanted to create a package that was bright and fun.” To make it even more unique, they also designed a custom die for every piece.
Chris Hilbelink, Creative Director for Rishi Tea, knew they wanted an uncoated folding board for a more tactile packaging experience. They chose NEENAH Folding Board, Bright White, in an Eggshell finish for packaging that is “rewarding on all sides” – from informative product messaging to charming illustration and details shown in embossing and foil.
Kristen Duncan, Sustainability Manager for Neenah, says, “Brands are quickly becoming environmentally savvy, and that’s an excellent thing. However, brands need to own their material supply chain rather than relying on printers and converters to make responsible choices for them. They need to take the lead in what they’re looking for, establish goals, and learn how to put their intentions in action. The more intimately involved in the paper selection process they are, the better able they will be to stick to what they specify for their packaging needs. We work with many customers during the sourcing and selection process to provide environmental and sustainability data as it relates to our paper and packaging and educate them along the way.” (continued below)
Duncan continues, “We are seeing many brands jump on the anti-plastic mega trend, pushing many to think that paper is the solution. We wholly believe that paper is the solution. Still, we also firmly believe it is essential when a brand specifies paper or packaging, they specify a paper that has been responsibly sourced. Packaging continues to evolve, and right now, brands have an opportunity to show customers their environmental commitment by opting for paper-based alternatives to plastics. As an added benefit, brands making these changes are seeing a higher return on investment if they are acknowledged on the Dow Jones Sustainability Index.”
Many brands are making an eco-impact with their packaging by designing with sustainability in mind at the start. From the first concept, package design should take into consideration the environmental impact of all printing and finishing techniques. Brands should try to choose packaging that not only accentuates the natural look and feel of products within, but supports a belief in naturalistic, holistic, and sustainable choices.