Reduce, reuse, recycle – a packaging designer’s viewpoint

Traditionally, the greatest challenge when working in the beauty industry has been the need to design a product and its packaging in a manner that captures the eye of the consumer, within a product-dense, luxury goods market. However, in recent years, designing with the environment in mind has strongly emerged as an additional consideration. This presents a significant challenge, writes Todd Anderson.

For few is the fact that a product is eco-friendly a strong enough selling point on its own. So as designers, we are presented with the challenge of how to incorporate eco-friendly concepts into the design of a product often intended to make people feel indulged. ‘Reduce, reuse, recycle’, a mantra of eco-friendly living, can be applied as a guide to address this challenge.

REDUCED PACKAGING

The concept of ‘reduce’ speaks easily to the need to use less packaging. While this responsibility ultimately lies with the brand owner, it is strongly influenced by the proposed design of a product’s packaging. With the historical overuse of packaging, many manufacturers have long since made this logical step and trends in packaging usage have changed. Soaps have made a comeback, in part due to their minimal packaging, and similarly other products are now being created in solid formats.

Is it fair to question how far eco-friendly beauty packaging can progress without first changing perceptions?

However, the simple reduction of packaging does give rise to most of the new design challenges and questions. For example, how do we design in a manner that not only uses minimal packaging but also ensures a product is protected and reaches the consumer in optimum condition? In the case of products that have moved towards being refillable, or even the ‘bring your own container’ concept, how do we ensure that branding information and appeal remain visible? Lastly and possibly most current, in times of COVID-19, do we sustain a reduction in packaging when people clearly feel attracted to and comforted by extra protective barriers on a product?

Soaps packaged in tins (above) and wrapped in scarves (below). These projects by Todd Anderson illustrate the ‘reuse’ concept

REUSABLE CONCEPTS

‘Reuse’ lays down a pure creative challenge to designers to design packaging in such a way that it carries a clear second purpose.

Innovations in this regard can be seen in gift packaging, for example housing tissuewrapped premium soaps within tins, which are then repurposed as money or trinket boxes; or products packaged in beautiful reusable wooden boxes, as opposed to cardboard; or wrapped in wearable scarves.

RECYCLABLE PACKAGING

While recyclable packaging is the obvious answer to the third concept of ‘recycle’, with only a minimal amount of waste recycled in South Africa and millennials noted to be the least likely to recycle (StatsSA.gov.za), there is an onus on packaging designers to:

• educate the market on recyclable materials

• intentionally design packaging incorporating already recycled materials

• promote the use of eco-friendly print and manufacturing processes.

Designing labels in a manner that reduces print waste, using vegetable inks and clever interlocking, non-glued packaging and promoting vessels made from alternative innovative materials are all examples that are only possible if designers maintain awareness of the available options and if brands and manufacturers are willing to embrace these concepts.

However, perhaps fundamentally limiting to any of the ‘reduce, reuse, recycle’ concepts, is the perception held by those in the beauty industry as to what is regarded as a premium product. With non-eco-friendly materials such as foils and metallised elements, small volume sizes and non-refillable products featuring so commonly among premium brands, is it fair to question how far eco-friendly beauty packaging can progress without first changing perceptions – and how much of the responsibility for this change sits with us as designers? •

ABOUT THE AUTHOR

Todd Anderson is the founder and creative director of Todd Anderson Design, a studio specialising in innovative and sustainable branding and packaging design for multinational clients and products across a varied range of industries. Follow @toddandersondesign on Instagram or send an email to info@toddandersondesign.com for more information.

Todd Anderson Design – www.toddandersondesign.com