www.creativeprintpack.com JUNE 2021 CPP INSIGHTS Sustainable packaging should really be sustainable.!!!! Sustainable packaging is becoming a higher priority for both brands and consumers - more now than ever before. WORLD’S FIRST CONCEPT- ORIENTED PACKAGING COMPANY. SUSTAINABLE PACKAGING FOR SUSTAINABLE SUCCESS. onsumers today value sustainability more than ever. For offline/online shops, this means a rethinking of processes and a shift towards more C sustainable packaging and products. But what is particularly important for your long-term success in supermarkets or e-commerce? This article will show you all you need to know about purchasing sustainable packaging. Sustainable packaging for e-commerce: These 3 things are especially important SUSTAINABLE PACKAGING SHOULD REALLY BE SUSTAINABLE. This sounds trivial, right? But it is often neglected, which can easily result in what is called “greenwashing”. It is commonly visible in food packaging. While salmon in our local supermarket used to be packed in plastic, the packaging now looks like it is made of paper. However, it is not actually paper, but a cardboard-plastic-composite which is even less recyclable than the old plastic box. This kind of “fake sustainability” may trick some consumers into buying the product. But most consumers who value sustainability are usually well- informed, and word-of-mouth will lead to a damaged brand in the long run. Greenwashing frequently results in negative PR, bad word-of-mouth on social media, and public boycotts. Paper or card seems the most environmentally friendly option given that plastic takes decades if not centuries to degrade and, when it gets into our waterways, pollutes the ocean both directly and by breaking down into microplastics. CPP INSIGHTS | 1 WORLD’S FIRST CONCEPT- ORIENTED PACKAGING COMPANY. It does not necessarily have to be deceptive packaging, though. In many cases, the packaging is not eco-friendly simply due to the use of new raw materials instead of recycled ones. And oftentimes the supply chain can be problematic as well. A lot of allegedly sustainable packaging is produced in China and slightly produced in India and shipping a long way to Europe, Africa, Australia, and the USA. Many times the original raw materials come all the way from China and have a negative impact on the rain forests. In summary: Truly sustainable packaging should always be 100% recyclable and be made for a circular economy. As few raw materials should be used as possible. At the same time, the material should itself be recycled or made from eco- friendly resources. A common trend in the sustainable packaging industry now is to use paper made of grass or hemp, as well as biodegradable plastic alternatives. But certificates can help to evaluate the eco friendliness of the sourced material as well, e.g. FSC-certified paper. Moreover, packaging should be produced locally to guarantee short delivery routes. DESIGN IS IMPORTANT. Many offline/online shops – especially smaller ones – make one common mistake: They use unbranded packaging. It may indeed be the most eco- friendly method to have used shipping boxes or even old shoe boxes for delivery. However, it can vastly damage the long-term success of your business. We recommend having your own unique packaging design, which incorporates your brand and strengthens customer loyalty. The current trend when it comes to sustainable packaging is to have it look as sustainable as possible. This is especially useful when your customer base is very concerned about their environmental footprint, or when sustainability is a core value of your brand. Although it is not necessary for your packaging to shout “sustainability”, it should be clear to the customer that the material is sustainable and recyclable. Other than that, be creative! Most importantly, the design should fit your brand identity. CPP INSIGHTS | 2 WORLD’SWORLD’S FIRSTFIRST CONCEPT-CONCEPT- ORIENTEDORIENTED PACKAGINGPACKAGING COMPANY.COMPANY. THE PERFECT UNBOXING EXPERIENCE FOR YOUR CUSTOMER. The unboxing experience should take a central role when designing a package. After all, humans are still humans. We love unboxing beautiful things. It probably reminds us of our childhood – of unboxing presents at Festivals or birthdays. The unboxing experience plays a key role in creating a bond between your customer and your brand, as it gets them emotionally involved. The most important factors are: . unboxing must be easy and intuitive . “wow”-moments are important: unboxing should always be a personal experience and involve emotions . little packaging waste should remain after unboxing You should ideally design your own packaging; specifically made to fit the products you sell. Nothing is worse than using shipping boxes that are too large, leave a lot of space, and require tons of filling material. Adhesive tape made from plastics, plastic chips, or Styrofoam as filling material should also be avoided by all means. We have already mentioned in this edition how innovative packaging material can create a “wow”-effect. We believe that packaging should generally be an extension of your product. Several messages CPP INSIGHTS | 3 WORLD’S FIRST CONCEPT- ORIENTED PACKAGING COMPANY. remind the customers that they did something good for the environment by placing their order. This makes them feel good about themselves and ultimately about your product and brand, reinforcing brand loyalty. Brands have introduced reuse and repurposing initiatives as well as closed- loop systems to ensure they maximise the life-span of their packaging. They are also using clever comms to encourage their customers to reuse their packaging too. Don’t forget about the unboxing experience as a consumer initially opens your package and reveals your product for the first time. Keep in mind that this is the very first chance you have to make a positive impression. If the unboxing experience is not a positive one, your product already has a tarnish on it regardless of how great it might be. Its best to make the experience pleasurable but don’t make it complicated with unnecessary obstacles or barriers. This is not foreplay, let’s get to the good stuff already…your product! Prototyping One of the best methods of ensuring that your product experience is a good one is to prototype your complete packaging solution so that you can put it through its paces. You may even need to do more than one round too because there are so many variables and considerations involved. Make sure you have some real-world, hands-on experience with all aspects of your packaging solution before you finalize it and pull the trigger on production. The more time you spend upfront addressing potential issues, the less likely you are to encounter that “oops” moment further down the road when you have retail commitments to adhere to. Brand it. Every detail about your package should tell a story about who you are + what your company is all about. Branding is very very powerful + you should use it as your ally everywhere you can. We hope these tips can help you turn your packages from good to extraordinary. Further any assistance or guidelines you can contact us via [email protected], our packaging experts will revert with best packaging solutions. We eagerly interest to know how you package your products + looking forward to hearing your best packaging practices + advice for providing outstanding packaging. CPP INSIGHTS | 4 WORLD’S FIRST CONCEPT- ORIENTED PACKAGING COMPANY. We haven’t even touched on the graphics & printing requirements of the package yet…that is an entirely different subject with a new set of considerations. These include your branding, product story, and all the good stuff that helps consumers to make an emotional connection with your product. Be sure to address the top 10 considerations affecting the physical structure of your packaging before you even start with your graphics. Make sure you have an experienced, competent, and knowledgeable team working for you to help you achieve your goals. That second mortgage and extended line of credit are real. Make sure you give yourself the best chance to succeed and get those great products of yours flying off the shelves! BUY SUSTAINABLE PACKAGING WITH YOUR OWN UNIQUE DESIGN Kondaiah’s Creative Print and Pack (CPP) offers sustainable packaging for a variety of Mono Cartons, Corrugated Boxes, Paper Carry Bags, Rigid Boxes and other Packaging materials. You can design your own packaging even when ordering only minimum quantities. Our service is easy to use via CPP’s Think Beyond Creativity Program. All packaging is manufactured in India from sustainably sourced material. This guarantees short delivery routes across globe, further lowering the carbon footprint. This way you can buy sustainable packaging for your offline/online shop, which fulfills all the factors we mentioned above. CPP INSIGHTS | 5 WORLD’S FIRST CONCEPT- ORIENTED PACKAGING COMPANY. HOW INNOVATIVE PACKAGING MATERIALTIPS CAN CREATE A “WOW”-EFFECT Let’s take a look at a few key factors that will contribute to the effectiveness of your packaging: PHYSICAL PROTECTION Is your product going to be sold exclusively offline/online? If it is, your packaging may be simpler and cheaper but you will need to protect from abuse during warehousing, shipping & handling. Variables like temperature, time, and other environmental influences like dust, mold, insects, microorganisms, and UV light can damage certain packaging materials. It’s best to make the right decisions on the use of materials from the get-go to avoid any potential issues further down the road. Now that you have a second mortgage on your house to finance your dream product, it’s important to proceed with care and confidence, while so much of your money is invested into your product before you have even sold your first unit. Thinking of your packaging as a protective shell for your product is a good approach and only the first of many factors to consider.