Kategorie:
Marketing & Design
24.07.2024

The Art of Packaging – Part 4

A symbiotic relationship:
Megatrend knowledge culture and its influence on packaging design

Our environment is characterised by rapid technological developments and a constant flow of information. The global level of education is higher than ever and continues to grow almost everywhere. Knowledge culture, fuelled by digitalisation and connectivity, has become one of the megatrends of our time. The way we think, learn and share our knowledge has also changed fundamentally as a result of technological progress.

The fourth part of our series ‘The Art of Packaging’ deals with the dynamics of the knowledge culture megatrend, which is shaping our society and revolutionising our understanding of knowledge, education and communication, and the influence of knowledge transfer on packaging design.

Knowledge culture – knowledge about knowledge

Art of Packaging Wissenskultur Francis Bacon Portrait

The English jurist and philosopher Francis Bacon (*1561 - †1626) emphasised the role of knowledge as a driving force for progress and change. A well-known quote from him reads: ‘Knowledge is power.’ This quote emphasises the importance of knowledge as a tool for bringing about change and creating new opportunities.

The power of knowledge is currently experiencing a paradigm shift and is advancing to become the megatrend of knowledge culture. According to the German Zukunftsinstitut, an independent think tank and consulting company, it is no longer just about the what and how of knowledge, but also its accessibility and dissemination. Continuous learning, knowledge sharing, innovation and collaboration play a central role and are also reflected in the packaging design. The aim here is not only to satisfy the new desire for knowledge and information, but also to act as a touchpoint for the brand and corporate philosophy.

Communication influences consumption and brand awareness

Environmentally conscious consumers are increasingly looking to make sustainable choices in their daily lives, including selecting products and packaging that meet their personal environmental goals. This has a direct impact on their product choices and raises their expectations of brands, manufacturers and retailers. Consumers want to learn about the sustainability of products and packaging, including recycling options, and are adjusting their shopping habits according to their environmental concerns. Younger consumers, in particular, are driving this development, but interest in sustainability is now broad-based.

According to the report ‘Research White Paper - The role of packaging and brands in a consumer's environmental journey’, published by Mintel in 2023 on the topic of sustainability in the food sector, four out of five shoppers of food and beverages consciously choose products with a sustainability claim for at least some of their purchases. In recent years, an increasing number of product launches have been monitored and their sustainability claims observed. 

A recent study commissioned by Elopak in the UK found that almost seven in ten respondents were interested in learning more about the impact of packaging. The similarly high level of interest (72%) in learning more about the environmental impact of the product shows a desire for a more holistic understanding of the product, including its packaging.

The main source from which consumers obtain information about the environmental friendliness of packaging is the packaging itself. The packaging of the product is the preferred source of information when it comes to environmental impact, eco-friendliness and recycling. This applied equally to all age groups, with an average of 55% of respondents stating that they use the packaging as a source of information. This varied from 48% of 25–34-year-olds to 66% of 20-24-year-olds.

Communication with consumers about specific packaging information and environmental messages has the best chance of being read if it is placed directly on the product packaging, rather than relegated to the website or social media channels. There was no right or wrong way to communicate on the package.

Respondents were divided as to whether they wanted a purely numerical (26%) or visual (23%) representation. Just under half favoured a mixture of both. 

It is therefore important that brands, manufacturers and retailers work together to take consumers on the environmental journey and ensure that customers understand not only the terminology, but also the environmental impact of packaging materials, manufacturing processes and recycling. By raising consumers' environmental awareness, the industry can be a driving force for sustainability.

“As a global packaging company, it is important to understand consumer behaviour, to support our customers and to convert this knowledge into packaging according to our ambition which is 'chosen by people, packaged by nature'.”
Martin Shaw, Head of UK and Ireland Business Unit, Elopak

Informed consumers = engaged consumers

Brand storytelling is crucial to accompany consumers on their journey to sustainability. At Elopak, the cartons not only offer a sustainable solution, but also a space to tell the sustainability story of the corporate brand. Because for customers to make informed decisions, it is important to understand the ‘what’ and the ‘why’.

“Consumers have a desire for information that is easily understood, digestible and actionable. On the whole, people want to do their part, but when messages and processes aren’t clear, engagement drops off. Consumers know they’re not the experts in sustainability, but they’re looking to be led (in a simple way) by people who are.”
Morwenna Ellis, DIRECTOR Absolute MarkEt RESEARCH

Elopak cartons are a good solution for brands that want to meet consumer expectations for sustainability by emphasising recycling, reduced plastic use, low carbon footprint, certifications and other aspects of their sustainability practices. Another advantage is that cartons offer much larger print areas than a bottle's label. This allows brand owners to better communicate with consumers by using recycling icons, numerical or visual statistics, QR codes and text.

However, this is not an easy task as there is no one-size-fits-all solution. Consumers have different interests, knowledge and preferences when it comes to receiving information.

The bottom line:

If we, as an industry, want to take consumers on their journey to sustainability, we need to work together to better explain what we do and, more importantly, why we do it. It is up to us to raise consumer awareness and ensure that shoppers can recognise genuine sustainability efforts that are not undermined by greenwashing. 

Packaging design in the spirit of the new knowledge culture

Three design examples that Pacoon has developed on Pure-Pak® cartons show that knowledge about sustainability, origin and corporate commitment can be communicated in a creative and appealing way.

Company as a brand – storytelling & heritage

Traditions and historical significance are interpreted in a modern way on the packaging. In this example, the reference to a historical packaging design creates a nostalgic link to the company's roots. Here, a figure acts as a brand representative and narrator to convey the company's history and culture. Reduced colours and illustrative graphics playfully convey information. This strategy not only creates an emotional connection with consumers, but also emphasises the continuous passing on of knowledge and tradition within the company.

Art of Packaging Teil 4 - Slider Heritage 1
Art of Packaging Teil 4 - Slider Heritage 2
Art of Packaging Teil 4 - Slider Heritage 3

Plant-based – edutainment & playfulness 

The clear target group for these plant-based drinks is Gen Z. The design: illustrative, strong, figurative, emphasises ‘health is fun’. New scannable codes on the packaging convey knowledge in a tangible way. As a digital hologram, the figure on the packaging tells more about the ‘school milk’ product, for example, such as the benefits of plant-based drinks and sustainable packaging. Knowledge is conveyed in a playful way. The fun factor takes centre stage.

Art of Packaging Teil 4 - Slider Plantbased 1
Art of Packaging Teil 4 - Slider Plantbased 2
Art of Packaging Teil 4 - Slider Plantbased 3

Communicating the corporate values – social awareness 

Social awareness is communicated through strong product titles that emphasise the story to be told rather than the product itself. These stories can be told on the packaging and emphasise, for example, the origin of the ingredients, environmentally friendly production methods and the company's social initiatives. The colour scheme is bold and rich in contrast. The font stands for a clear message. The packaging is used to communicate social values and endeavours. In this way, companies can raise consumer awareness of important social issues and differentiate their brand at the same time. True to the motto ‘Your Statement Matters!’

Art of Packaging Teil 4 - Slider Plantbased 2-1
Art of Packaging Teil 4 - Slider Plantbased 2-2

Outlook 

In the next article of our series ‘The Art of Packaging’, we look at the megatrend of connectivity identified by the Zukunftsinstitut and its impact on brand and packaging communication.

Black Forest Milk, Germany
Product:
Pure-Pak® Sense

Black Forest Milk has launched its new fresh country milk from Landliebe with 1.5% fat in sustainable 500 ml Pure-Pak® Sense cartons in Germany. Thanks to the practical to-go packaging, the popular cocoa, strawberry, and banana varieties are also ideal for on the go. Landliebe is not only committed to sustainability in its packaging: the milk for the three new products comes from regional family farms in Baden-Württemberg.

Tropicana Brands Group, UK
Product:
Pure-Pak® Classic

Tropicana is expanding its “Fresh & Light” range: Five fruity varieties with 30% less sugar and 100% of the daily vitamin C requirement have been available in 850 ml and 1450 ml Pure Pak® cartons since April 2025. Since May, the most popular orange juices have also been available in a handy 500 ml Pure Pak® format. The cartons are fully recyclable in the UK.

Boermarke, Europe
Product:
Pure-Pak® Sense Natural Brown Board

Boermarke is expanding its Vairy brand plant-based range across Europe – all in sustainable 1000ml Pure-Pak® Sense cartons with natural brown board. The plant-based puddings and yogurts are available in a variety of flavors and enriched with calcium and vitamins. The natural brown color of the Pure-Pak® Sense cartons with visible fiber structure ensures an authentic look and strong shelf presence.

The Bridge S.R.L, Italy
Product:
Pure-Pak® Sense Aseptic

The Bridge S.R.L. is launching Veg Egg, its first plant-based egg alternative, in a 500ml Pure-Pak® Sense Aseptic package on the Italian market. Veg Egg combines taste and sustainability and is in line with the trend toward plant-based nutrition. The fully recyclable Elopak packaging also offers convenience and environmental benefits.