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The State of Packaging – 2015 (Interview3)

March 17, 2015 Leave a comment

Ithnterview 3 on the state of packaging – 2015 is with Steven Heller.

Steven wears many hats (in addition to the New York Yankees): For 33 years he was an art director at the New York Times, originally on the OpEd Page and for almost 30 of those years with the New York Times Book Review. Currently, he is co-chair of the MFA Designer as Author Department, Special Consultant to the President of SVA for New Programs, and writes the Visuals column for the New York Times Book Review.

 

1. If one significant factor in packaging has changed in the last 3 years, what would it be?
Certainly not less of it. But recyclable paper is my guess.
2. Do you see pouch packaging (flexible packaging) as a viable replacement for folding cartons?
Yes. But I don’t know enough about it. At least I can throw cartons into recycling.
3. Among the various forms of laundry detergent packaging there are plastic containers with small colorful pods containing detergent. Recently these have been ingested by children and pose a serious health risk. Should the package be redesigned with stronger security measures in place?
I would hope so. Kids get into a lot of things. But so do adults. I’m amazed how many new packages for detergent there are. I figured it was just a way of capturing an audience that has only two real choices in the world: paper or plastic.
4. We see chewing gum go from simple wrappers to bigger packaging with more stylish graphics. With the product basically still the same, how does simple and basic packaging compete?
Its all about market share. Perhaps the original Wrigley’s Gum will be quaint enough to be cool again.
5. I see a number of juice boxes and pouches competing in the children’s category. Do you see winner in this market?
I don’t look. I remember living in Sweden for a short time as a kid in the 60s and getting one of those triangular juice packs. I opened it the wrong way and it spilled all over. I think that’s the baseline, a juice pack should not spill.
6. Now that vapor, or non-smoke tobacco products are taking off, what role do you see packaging playing?
I like the European approach. THIS STUFF WILL KILL YOU. There should be more of that for tobacco and vapor.
7. Today’s electronic market is flooded with smartphones and some of the packaging has gotten fairly complex. Why is it then that Apple’s iPhone packaging has become simpler and more minimal? Does their packaging not play a key role anymore?
I used to keep all my iPhone boxes. Then it was time to move and they were a luxury I couldn’t afford to take with me. The box has some kind of resonance and Apple’s are just plain elegant.
8. With all the coffee we consume through venues like Starbucks and Dunkin’ Donuts, should we expect these companies to look into more permanent drinking cups and lead the way in doing away with disposable cups? Or charge more for such?

Good point. Frankly, I don’t go to either because I don’t drink coffee. But I also recall in Sweden that the “beer man” would come around twice a week to fill jugs with beer and other liquids. Remember Seltzer deliveries. Permanent is better. But we are not in the slow food country, are we?
9. What material do you see that is on the forefront in the packaging industry?

I don’t have a clue. AIR??
10. What is the least desirable package you have seen or experienced?
Everything made from styrofoam. I’m sure we’re all getting ill from that shit.

CTI is a full service packaging firm leading the industry in contract packaging. To learn more go to www.ctipack.com

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The State of Packaging – 2015 (Interview 2)

March 3, 2015 Leave a comment

3367985-MInterview 2 on the state of packaging – 2015 is with Steve Liska, owner at Liska + Associates in Chicago, Illinois. Steve Liska founded Liska+Associates in 1980 and is actively involved in each project, supervising all steps to ensure that the firm continues to provide creative solutions that meet and exceed client’s objectives. Steve is the author of Business Graphics, the only comprehensive book about the relationship between design and business. His work and writing has appeared in Print Magazine, Under Consideration, Communication Arts and other design journals. A frequent design judge and lecturer, Steve has taught master’s programs at a number of universities.

1. If one significant factor in packaging has changed in the last 3 years, what would it be?

Reduction in materials/shipping space/shelf space/cost.

2. Do you see pouch packaging (flexible packaging) as a viable replacement for folding cartons?

Yes, depending on content, easy to use, easy to ship and can be inexpensively produced.

3. Among the various forms of laundry detergent packaging there are plastic containers with small colorful pods containing detergent. Recently these have been ingested by children and pose a serious health risk. Should the package be redesigned with stronger security measures in place?

Yes. pods have come and gone over the years, not sure if they are environmentally friendly, they seem like a step backwards in packaging and product honesty.

4.  We see chewing gum go from simple wrappers to bigger packaging with more stylish graphics. With the product basically still the same, how does simple and basic packaging compete?

The first few brands that did this – stood out. Now they are as confusing as they all follow the same formula- which is a typical trend.

5. I see a number of juice boxes and pouches competing in the children’s category. Do you see winner in this market?

No idea.

6. Now that vapor, or non-smoke tobacco products are taking off, what role do you see packaging playing?

This is a market as aggressive as cigarette packaging-  probably more so since brand attraction and loyalty needs to be created for a complex product.

7. Today’s electronic market is flooded with smartphones and some of the packaging has gotten fairly complex. Why is it then that Apple’s iPhone packaging has become simpler and more minimal? Does their packaging not play a key role anymore?

The opposite- the packaging is a great reflection of the brand (and the experience). Simple, thoughtful, easy. A pleasure to open.

8. With all the coffee we consume through venues like Starbucks and Dunkin’ Donuts, should we expect these companies to look into more permanent drinking cups and lead the way in doing away with disposable cups? Or charge more for such?

They sell a fair amount of tumblers already – that people get filled up in the morning. Unless costs go up so that disposables can create a discount for “bring your own container” this will not happen for a long time. Cleanliness, convenience and cost are factors. Plus the environmental perception of paper cups and sleeves would need to change for the negative.

9. What material do you see that is on the forefront in the packaging industry?

Not sure- but I hope it is not plastic. Walk along any oceanside and you will want to use nothing but paper and cardboard.

10. What is the least desirable package you have seen or experienced?

Plastic clamshell packaging, followed by more clamshell packaging.

 

CTI is a full service packaging firm leading the industry in contract packaging. To learn more go to www.ctipack.com

Categories: Uncategorized