By Editor Design.nl / 14-06-2007

"Processes for developing packaging can be improved and made more professional", says Professor Roland ten Klooster. He was speaking at his inauguration as Professor of Packaging Design and Design Management at the University of Twente on 14 June 2007. One problem, he says, is that packaging is usually developed only when the product is ready. The two processes should be integrated, the professor thinks.

Five billion euros a year are lost because of products that are thrown away or otherwise damaged on arrival. The cause is insufficient knowledge of the packaging or too little insight into the production chain that packaging is involved in. "Too often, designing the packaging is the last thing that happens, and the level of professionalism in the packaging sector isn't high", says Professor ten Klooster.

"In addition to the five billion euros lost through wastage, especially with food, another 3.5 billion are lost to the costs of packaging. This shows that packaging is mostly seen as waste, though it can add value", the professor says. His view is that many regulations concerning packaging send out the wrong signal that it should be eliminated. In reality, packaging makes up no more than three per cent of all waste, and well designed packaging helps to prevent products from being thrown away too soon or damaged during transport or use. A coffee pad may look like a lot of waste, but in fact it contributes to a better outcome because less coffee is thrown away. This was only one of several examples offered by the professor as illustration.Doing the splits
According to Ten Klooster, one of the causes of problems with regard to packaging is the fact that it tends to be developed only when the product is ready, and without taking account of the production chain followed by the product. If one of the elements in the materials-product-level of protection relationship changes, the others must change with it. In addition, designers must often take account of ergonomic factors, the ease with which a package can be opened or lifted for instance. As well as those 'fickle consumers' who regard the packaging as an important element, and often choose for convenience and foods with specific packaging requirements.The investment required for a packaging line is often high, and unsuccessful packaging can turn into a drama for any company. There is no reliable method for setting up a packaging line, which means that the costs of the process can only be roughly estimated beforehand. These uncertainties put the world of design into an uncomfortable position, rather like doing the splits. The result is that manufacturers often choose the safest approach, and accept a design without having the relevant technical knowledge of materials and products. "Adjusting the graphic design is after all easier than adjusting the packaging line", says Ten Klooster.Intuitive packaging
Better packaging can lead to a better product, he suggests, which is why he wants to see the development processes revised and professionalised. He also asks how we want to our food to reach our plates in 2015 and what consequences this will have for the production chain, as well as the way we package our food. Another research topic he proposed was 'intuitive packaging that is, packaging that easily understood and easy to open for everyone. Reason enough to look for designers to look for ways to work with consumer psychologists and marketing experts, among others, he says.

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