In my personal life, I would be classified as what’s been somewhat unflatteringly coined SCUMY. That is, Socially Conscious Upward Mobile Youth. Though nearing 30, I’m not so sure about that Y at the end any more. I’m not an extremist, but I do what I feel I can. I’m a vegetarian, buy local produce, reduce and reuse where possible, compost or recycle the rest, work paperless and get around by bicycle, when it’s feasible. I also love hot showers and drive a pickup truck so… well, nobody’s perfect.

The little things we all do on a daily basis are significant, but at the same time, somewhat futile in the shadow of the astonishing impact made by the corporate world. More specifically, the companies who provide the things we use every day… our houses, vehicles, utilities, entertainment, clothing, and everything else down to that small package of screws you bought the other day at the hardware store. These are huge polluters, both directly through their own operations, and indirectly through the production and packaging choices they make.

As a small example of this trickle down effect, take a look at something just about all of us probably have in our refrigerators right now: the ubiquitous Heinz ketchup bottle. I’m not talking the classic glass one, but rather that big plastic tank with the ill-conceived and somewhat ironically named ‘easy squeeze’ cap. Yes, it won the Dupont Packaging Award, but I hate it. From an aesthetic standpoint, it’s just plain ugly on the table. Functionally, it gets a failing grade as well… I squeeze and squeeze and nothing comes out, until BAM. My plate is covered in an explosion of angry tomato. All this to avoid having to give your bottle a quick shake before serving.

I’m not going to pretend to know how efficiently Heinz runs their factories (or their suppliers, for that matter), but I do have one little statistic: production for just one of these lids uses 14.4g of oil, as opposed to 3.8g for a normal lid. Combine that with the fact that these bigger plastic containers are less recyclable and more damaging than the tried-and-true glass bottles, not to mention issues surrounding additives and offgassing. So even if we do choose to recycle, the choices regarding the degree of impact for that action have already largely been made for us.

As a designer who LOVES to work on product packaging, you would think I might be a bit more cavalier, favouring form over function, aesthetics over practicality. You’d be right, and wrong… because I don’t see these things as mutually exclusive.

Here’s how I see it:

• With the right design, environmentally responsible packaging can be significantly more visually appealing than its bulky nasty plastic alternatives.
• Production costs are often much lower than the popular overpackaging options.
• People who are buying Green products tend to have a higher income, and are willing to pay more for a smaller carbon footprint.
• More and more municipalities are considering shifting waste and recycling costs back to the companies that produce the materials in the first place.

These simple points taken into consideration, I would think that companies are looking at an incredibly easy decision when it comes to packaging their products.

The decisions for consumers are unfortunately not always so clear. With Green being the colour of the year, everybody’s looking to cash in on this seemingly new-found mass social conscience. Faux-friendly offerings abound, and marketing departments are spinning at full tilt. The average consumer doesn’t know the difference between degradable and biodegradable, so when major supermarkets start advertising 100% degradable packaging (hello, fossil fuels and toxic additives ), most of us are easily taken in.

But as with any free ride, this one’s coming to a close. That trusty old consumer skepticism is growing exponentially as more and more companies are making the Green claim without backing it up. The masses are getting wise. So my advice to you would be, don’t get caught in the backdraft.

Even if you forget about environmentalism and ecological responsibility for a second – the fact of the matter is, Green is more appealing, cheaper, easier, more sustainable, and more profitable. What’s not to love?

As a design company director, I see this tendency way too often and frankly, I have a hard time understanding how entrepreneurs can so easily discount the importance of how their product LOOKS on the shelves, when they’ve put so much of themselves into building their company, and their product. They have a hard time paying a few thousand to develop their packaging design, when the numbers at stake can reach millions (or even billions if your company is all that). Every businessperson wants their product to succeed, but they don’t seem to understand that consumers are extremely scritinizing and visually oriented creatures. Your bagels could be the best thing since, well, sliced bread… but if the packaging looks like crap then nobody’s going to buy them.

Your packaging (whether you’re selling bagels, books, goggles or windex) speaks directly to the customer when you can’t – right at the point of sale. Thus, your packaging design should be a carefully tailored conversation, not an afterthought.

SO, here are a few tips to consider when developing your packaging (and obviously I would recommend hiring a design firm to facilitate the process)…

• Use the same development criteria for both the product and the packaging. This not only helps the package to work harmoniously with the product, but provides the connection between your product and your consumer.
• Your target audience should be a key element in formulating the design. Develop the package as if it were the product itself.
• The packaging should be an honest reflection of the enclosed product. If the packaging is too cheap or extravagant to support the products positioning, the consumer may be skeptical of the products quality or price.
• Depending on the product, the use of elements that allow the buyer to see the actual product can instill a level of trust. Being able to see the product’s color and construction is reassuring and will often sway the purchasing decision in your favor.
• Consider your colour palette carefully. Although bright saturated colors can be eye catching, making your packaging too colorful can confuse your message (and the result can often be like a bee sting to the eyes). By using color with purpose, your package design becomes thematic, making for a stronger message.
• Don’t cheap out. Your customers will know when you’ve cut corners, and that message will trickle down to direct judgment and assumptions about your company and your product.

Remember, package design is a critically important aspect of sales (and ultimately company) success. Treat the process with respect, and your product’s success will show the benefit.

Sage Media is an international corporate design firm based in Ottawa, Ontario.

The benefits of sustainable packaging design go beyond reducing your ecological footprint as well. It is also an excellent way to differentiate your company from the competition. Looking at companies like Aveda in the USA, and French Rabbit Wine in Canada, it is easy to recognize the sweeping success gleaned from marketing to today’s more environmentally aware and responsible consumers.

Sage Media is an international corporate design firm based in Ottawa, Ontario.