ASSOCIATION NEWS
The future of packaging in SA will challenge all involved Unique opportunities for local packaging industry to meet challenges with innovation hugely and gravure is fighting back. THE Institute of Packaging (SA) WestThere is also a move to inline processern Cape Region’s annual business ing and the future of RFID and printed breakfast in July at the Two Oceans electronics is Aquarium in Cape enormous,” Town was an eye“Consumers today are media Loubser said. opening glimpse savvy, internet proficient into the future of and information saturated. Design trends packaging in SA They will choose the product & consumer and around the packaged in a way that cuts expectations globe. Yve Oosthuizen, through the clutter.” Gill Loubser, owner of Contrast editorial director of Studio, explored what is involved when Packaging and Print Media magazine, it comes to delivering on design trends discussed the factors affecting packand consumer expectations. She tackaging trends today. The progress in led trends that brand owners, designers, lightweighting is one. She pointed out packaging buyers, technologists, printthat in 1979 a 2-litre PET Coke bottle made by Metal Box (ironically) weighed ers, converters and R&D specialists will want to know. 90g – today that same bottle weighs “Packaging design is the path to the just 45g. consumer’s heart and cupboard, even Other factors include legislation (eg. braille must be used on labels in certain though the product is the hero,” she explained. parts of Europe); brand protection (eg. “Consumers today are media savvy, against counterfeiting); added value internet proficient and information (QR codes); traceability and intelligent saturated. They will choose the product packaging. Printing and converting packaged in a way that cuts through the trends are also affecting the way prodclutter. This is the challenge to packagucts are being packaged. “The flexographic industry has grown ing designers – how to stay relevant.”
Emma Rowberry (chairman of IPSA’s Western Cape Region), with speakers Gerry Kuhn of Dust Watch, Yve Oosthuizen, owner of Contrast Studio and Gareth Pearson of BMI Research
Oosthuizen says that South Africa faces very specific challenges when it comes to packaging, not least the limited buying power of the majority of our population, as well as high illiteracy rates. “However, this is the challenge and presents unique opportunities for the local packaging industry to meet these challenges head on with innovation,” she added.
AUGUST / SEPTEMBER 2013
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