AIP February 2016 eNewsletter by Australian Institute of Packaging

AIP NEWSLETTER FEBRUARY 2016

Join the AIP on

LATEST RECIPIENT TO RECEIVE CPP DESIGNATION

he AIP is pleased to advise that the second recipient of the Certified Packaging Professional (CPP) designation is Nina Cleeve -Edwards MAIP, Manager – Oceania Innovation Acceleration Team, Nestlē Australia Ltd. Being able to offer the CPP credential in Australasia allows packaging professionals in our industry the opportunity to join recognised packaging exper ts from around the world with the industr y ’s leading professional designation. Attaining the CPP designation is an excellent investment in your professional development, and the credential defines the packaging professional and allows organisations to seek out and hire the right professional based on verified knowledge, skills and industry contributions. Using the CPP program to assess and evaluate one’s professional competency validates you as internationally proficient as a packaging professional, a cut above your peers. The CPP designation will become the leading mark of excellence internationally and a must-have recognition of industry proficiency and achievement for packaging professionals.

MAKE HISTORY BY BEING ONE OF THE FIRST CERTIFIED PACKAGING PROFESSIONALS (CPP®) IN AUSTRALASIA.

MARK THESE DATES IN YOUR DIARY 1 & 2 JUNE

2016 AIP NATIONAL CONFERENCE

PACKAGING & PROCESSING WEEK CROWN PROMENADE, SOUTHBANK, VICTORIA

TWO WAYS THAT YOU CAN BE INVOLVED IN THE BIENNIAL AIP NATIONAL CONFERENCE... Designed for packaging designers, technologists, engineers, sales and marketing people the biennial AIP National Conference is the largest packaging and processing conference of its kind in Australia and New Zealand. Run by industry for industry the AIP National Conference has been leading the way in professional and personal development for decades and is a part of the annual Packaging & Processing Week. EXHIBIT Does your company have packaging or processing materials, designs, products or machinery that would be of interest to Food and Beverage manufacturers? Limited exhibition space and exclusive partnership opportunities are available for the conference. Click here for partner packages. ATTEND Do you want to learn more about the latest packaging and processing trends and innovations? Do you want to network with like-minded packaging professionals? Then mark the 1st and 2nd of June 2016 in your calendar. PROUDLY SPONSORED BY

JOIN THE AIP LINKED IN GROUP TODAY

The AIP recognises the changing role of social media as an additional means of reaching our members, sponsors, and industry contacts across Australasia as an international group. The AIP has a Linked in Group and we invite you to join your peers who have already connected. Linkedin: Australian Institute of Packaging.

MEDIA PARTNERS

AIP National Office 34 Lawson Street Oxley QLD 4075 Australia  +61 7 3278 4490  +61 7 3009 9916  info@aipack.com.au  www.aipack.com.au

DON’T MISS OUT ON THE LATEST AIP ACTIVITIES FOR 2016 ALL MEMBERS ARE INVITED TO ATTEND ANY EVENTS ACROSS AUSTRALIA & NEW ZEALAND

To register to attend any of the events simply email info@aipack.com.au or visit the events page on www.aipack.com.au

AIP TECHNICAL DINNER When: Where: What:

Speakers:

VISY BEVERAGE CAN + VISY BOARD SITE VISITS

Wednesday 10th of February Box Hill Golf Club Understanding the Australian Recycling Label & the Packaging Recyclability Evaluation Portal (PREP) The Australia recycling rate for packaging has risen to be one of the highest in the world, but it hasn’t increased since 2010. This indicates there is a need for a new recycling revolution, but this will require some innovation, leadership and an increased level of knowledge by packaging designers. In August 2015, Planet Ark launched the Australian Recycling Label, with Officeworks being the first business to adopt the label on its products to help its consumers to do the right thing. Importantly the ARL is underpinned by evidence, which is obtained from the Packaging Recyclability Evaluation Portal, or PREP, that was developed by GreenChip and Planet Ark with the support of the APC.

JAMESTRONG PACKAGING SITE VISIT

VIC

*=3

Lok Man-Shu National Sustainability Manager Officeworks A CASE STUDY FROM FIRST COMPANY TO HAVE ADOPTED THE ARL

TOOHEYS BREWERY SITE VISIT MEMBERS ONLY - WAITING LIST ONLY

When: Friday 19th of February Where: Staypleton What: This site visit will provide attendees the opportunity to see both the state-of the-art Beverage Can facility and the Visy Board site.

Anthony Peyton MAIP CPE's Director GreenChip INTRODUCTION TO THE PACKAGING RECYCLABILITY EVALUATION PORTAL (PREP) Shaun Scallan Manager Business Development Planet Ark Environmental Solutions INTRODUCTION TO THE AUSTRALIAN RECYCLING LABEL

When: Where: What:

*=2 CPE

When: Where: What:

*=1

CPE Wednesday 2nd of March Jamestrong Packaging, Kyabram Attendees will have the opportunity to visit the Kyabram Food Can Manufacturing Facility where they will see the Tinplate food can and nutrition can manufacturing process. Jamestrong Packaging has opened a 6500 square-metre warehouse in Kyabram, Victoria, adjacent to the can maker’s existing manufacturing facility. The warehouse features a positive air-flow system that prevents ingress of air and any potential contaminants. The system makes the facility a clean environment for the manufacture of food packaging.

INTRODUCTION TO THE VALUE OF BAR CODES AND INNOVATIONS IN PRODUCT IDENTIFICATION HALF-DAY TRAINING COURSE

*=1

CPE Thursday 18th of February Tooheys Brewery, Lidcombe All attendees will have the opportunity to hear from the Brewery Director about the processes and culture on-site as well as learn about the beer brewing process, the packaging of product and see first-hand the manufacturing process across the packaging hall and warehousing/dispatch hall. All attendees will be invited to finish the tour by enjoying some of the Tooheys product in the on-site Tap Room.

AIP NEWSLETTER FEBRUARY 2016

When: Thursday 17th of March Where: 1330 Scoresby Presenter: Mark Dingley General Manager - Operations Matthews Australasia

NEW COURSE * = 12.5 CPE's

This course will provide an insight into product identification requirements through the supply chain and the technology needed to achieve compliance, as well as process improvements. The course will also incorporate where product identification is heading, including trends such as serialisation and product identification technology for reducing waste and improving profitability. The course will include some hands-on training on a wide range of identification and inspection equipment such as label print & apply and vision systems.

DON’T MISS OUT ON THE LATEST AIP ACTIVITIES FOR 2016 ALL MEMBERS ARE INVITED TO ATTEND ANY EVENTS ACROSS AUSTRALIA & NEW ZEALAND

To register to attend any of the events simply email info@aipack.com.au or visit the events page on www.aipack.com.au

AIP TECHNICAL LOUNGE When: Where: What:

Wednesday 23rd of March Oatlands Golf Course Club House UNDERSTANDING THE AUSTRALIAN RECYCLING LABEL & THE PACKAGING RECYCLABILITY EVALUATION PORTAL (PREP) The Australia recycling rate for packaging has risen to be one of the highest in the world, but it hasn’t increased since 2010. This indicates there is a need for a new recycling revolution, but this will require some innovation, leadership and an increased level of knowledge by packaging designers. In August 2015, Planet Ark launched the Australian Recycling Label, with Officeworks being the first business to adopt the label on its products to help its consumers to do the right thing.

Speakers:

INTRODUCTION TO ACCESSIBLE PACKAGING DESIGN HALF-DAY TRAINING COURSE

* = 12.5 When: Thursday 14th of April CPE's Where: Oatlands Golf Course Club House Presenter: Pierre Pienaar, MSc, FAIP, CPP Grow your market share by meeting changing consumer demand…Are Accessible Design and Ease of Use critical design elements of all of your packaging? If they are not standard packaging design guidelines of your business then you are already losing customers as their needs and abilities are not being met.

It is not only the ageing population that have issues with difficult to open packaging; it is also people with disabilities, arthritis sufferers and even children. Ease of Use design should be an integral part of your packaging.

*=3 CPE's

Anthony Peyton MAIP Director GreenChip INTRODUCTION TO THE PACKAGING RECYCLABILITY EVALUATION PORTAL (PREP) Paul Klymenko Chief Executive Officer Planet Ark Environmental Foundation INTRODUCTION TO THE AUSTRALIAN RECYCLING LABEL Jackie Smiles MAIP Environment and Sustainability Manager Blackmores Ltd A CASE STUDY FROM SECOND COMPANY TO HAVE ADOPTED THE ARL

MULTIPACK RETAIL & FOOD SITE VISITS

NEW COURSE

AIP NATIONAL CONFERENCE

1 & 2 JUNE AIP National Conference Crown Promenade Southbank, Victoria Designed for packaging designers, technologists, engineers, sales and marketing people the biennial AIP National Conference is the largest packaging and processing conference of its kind in Australia and New Zealand. Run by industry for industry the AIP National Conference has been leading the way in professional and personal development for decades and is a part of the annual Packaging & Processing Week.

When: What: Where:

FOODTECH PACKTECH

11th to 13th October FoodTechPackTech Where: Auckland, New Zealand Foodtech Packtech (FTPT) is New Zealand’s largest What:

When: When: Where: What:

*=2 Wednesday 6th of April CPE Site Visit 1: Multipack RETAIL, Moorebank Site Visit 2: Multipack FOOD, Ingleburn Multipack is Australia’s leading FMCG contract packager, specialising in retail and promotional packaging of consumers goods on two distinct state-of-the-art sites – FOOD at Ingleburn, and therapeutics and household products at Moorebank.

food manufacturing, packaging and processing technology trade show. Running strong for over 20 years this free to attend event brings industry professionals and decision makers together providing a forum for education, discussion and the sharing of knowledge and expertise, critical in the sustainability and growth of the industry.

www.foodtechpacktech.co.nz

AIP NEWSLETTER FEBRUARY 2016

AIP WELCOMES NEW MEMBER Q: Why did you join the AIP? What benefits do you believe the AIP offers all their members? Belinda Hanson-Kenny Director / the worker Food. Labelling and Safety

I recently joined the AIP to commence the Diploma in Packaging Technology. The Diploma will enable me to add Packaging Technologist to my Qualifications, and will work well with my skills as a Food Technologist. It will enhance my skills and the skills and services I provide to my clients, as well as attract new clients to my business. As a lifetime worker in the food and beverage manufacturing and processing industry, I am also a long-standing member of the AIFST. I am a strong advocate for the benefits of a membership to a national representative body for the industry sector you work in, especially a broad sector like packaging. I look forward to learning a lot in the coming years through the AIP.

Q: How long have you been in the industry? What are your areas of expertise? I have worked in the food industry for 30 years; 12 years cooking in small and large kitchens, and 18 years working in food manufacturing – specialising in Product Development, Quality Management, and Work Health and Safety. I am a specialist in food labelling - content and compliance, with 18 years experience and training in food labelling laws and regulations – both national and international.

A: What is your current job role and what are your responsibilities? Food. Labelling and Safety is a ‘one stop’ Food Technology resource for Food and Beverage manufactures and associated industries, locally, nationally and internationally. We assist with writing, management, updating, and audit readiness preparation of Food Safety and Quality Management Systems – from single person businesses, to large companies that sell product all over the world, and everything in between. We also label food products for local retail supply, specific industry sectors, exporting, importing into Australia, and are specialists in food labelling content and compliance; with substantial expertise and training in food law and regulation. Currently I manage packaging and labelling in most of my regular contract food production facilities. Foods: Icecream, red meat, smoked seafood, bakery, beverages. I also work with one packaging manufacturer to maintain their HACCP Plan.

AIP NEWSLETTER FEBRUARY 2016

PACKAGING TECHNOLOGIST POSITION VACANT

PACKAGING TECHNOLOGIST · · ·

Work in our new state of the art Marsden Park facility (western Sydney). Excellent FMCG opportunity managing packaging development & initiatives. New role where you can use your expertise to deliver best in class packaging.

Lindt & Sprüngli is a world leading manufacturer of premium quality chocolate and our exclusive products enjoy an excellent reputation and awareness. This is an exciting time to join Lindt Australia as we have invested in new infrastructure and plan for further growth over the next few years in both are retail and wholesale channels. At the heart of our expansion is our new state of the art facility at Marsden Park which incorporates our head office, manufacturing operations, retail factory store and 3rd party warehouse distribution centre. THE POSITION We have an excellent opportunity available to join the operations team at Lindt as a Packaging Technologist. Reporting to the Procurement Manager, you will be responsible for the professional management of packaging related activities for Lindt Australia. Your objective will be to ensure that Lindt is meeting best practice packaging standards in terms of procurement, design, quality, cost and production efficiencies. Your day-to-day responsibilities will include supporting the packaging development of new products, making improvements to current designs, procuring packaging materials from suppliers, quality control against set specifications, labelling and bar codes, maintaining procedures, and working closely with buyers/planners to ensure that packaging materials are meeting agreed lead-times for production. THE PERSON · Proven track record in successful packaging development in FMCG (ideally food). · Well-developed project management skills (product launch / product improvement). · Experience in the logistical side of new product developments. · Experience using enterprise resource planning (ERP) system. · Relevant tertiary qualification (eg Packaging technology, materials science). · Advanced knowledge of Microsoft Excel. · High Level of organisational and time management skills. · Commercial acumen, sound analytical skills and problem solving ability. · First class communication and presentation skills with the ability to present across various business levels. GREAT PLACE TO WORK Lindt is an energising place to work full of passionate people. We place great importance on being an employer of choice and offer excellent career opportunities including internal transfers, ongoing training and development, a competitive salary and bonus, staff car parking, phone and iPad, company events, recognition programs, generous staff discounts, half day Fridays in Dec/Jan and a day off on your birthday! You’ll also work in an environment where people with commitment, drive, initiative and entrepreneurial spirit work as a team to reach outstanding results.

TO FIND OUT MORE PLEASE CLICK HERE

AIP NEWSLETTER FEBRUARY 2016

THE PACKAGING FORUM - NZ

he AIP would like to introduce our latest collaborative association; the Packaging Forum in New Zealand. The Packaging Forum was constituted from the Glass Packaging Forum as a broader packaging organisation focused on

working with the community to provide product stewardship across all packaging materials. The Packaging Forum operates two voluntary product stewardship schemes for Glass Packaging and Public Place Recycling accredited under the Waste Minimisation Act (2008). In 2015

the Packaging Forum launched a new initiative to collect soft plastic packaging for recycling at retail outlets. The objectives of the Packaging Forum are: • To promote and develop a philosophy of product stewardship among those involved in the packaging industry; • To create and oversee delivery of accredited Product Stewardship schemes under the Waste Minimisation Act 2008 and any subsequent legislation; • To develop processes and programmes which utilise post-consumer packaging effectively and viably; • To provide a forum in which other stakeholders in the collection and subsequent utilisation of waste consumer packaging containers can work together to achieve best-practice outcomes; • To provide the packaging sector with representation to government in order to identify and establish optimised approaches to product stewardship in the sector.

Operates two accredited voluntary packaging product stewardship schemes glassforum.org.nz & recycling.kiwi.nz plus a new soft plastics collection programme Grow support for and develop new voluntary packaging product stewardship schemes Advocate for the packaging industry Commission research relating to packaging waste minimisation and litter abatement Support the community by funding projects Provide technical services to members

AIP NEWSLETTER FEBRUARY 2016

TALK TO US AT SITE 4 MEMBERSHIP of one of our existing schemes or to support the development of a new plastics, paper or cans scheme

FUNDING for public place recycling events and infrastructure or glass recovery projects

promoting

$9,000 DIPLOMA IN PACKAGING TECHNOLOGY SCHOLARSHIP NOW OPEN FOR ENGINEERS he Australian Packaging and Processing Machinery Association (APPMA), in conjunction with the Australian Institute of Packaging (AIP), are pleased to announce that submissions are open for the eighth annual Scholarship program which will enable one lucky packaging engineer the opportunity to complete a Diploma in Packaging Technology to the value of $9,000.

WHO AM I? Diploma in Packaging Technology students are from a variety of backgrounds and disciplines, and are typically experienced practitioners or managers in technical, sales/marketing, QA, purchasing, engineering or design. WHATâ&#x20AC;&#x2122;S IN IT FOR ME? Completion of the Diploma in Packaging Technology demonstrates your commitment to your career and to the industry. Delegates who successfully complete the Diploma are equipping themselves for senior positions within the packaging industry.

APPLICATIONS CLOSE FRIDAY 8TH OF APRIL 2016 To access a submission form click here

2015 Winner: Alysha Baggett

2015 Winner: Alexandra Brayshaw

2014 Winner: Aleah Back

2013 Winner: Jamie Schellebeck

2012 Winner: Anna Roland

2011 Winner: Jude Van der Zalm

2010 Winner: Natalie Quarrell

2009 Winner: Rebecca Du

AIP NEWSLETTER FEBRUARY 2016

SIX AUSSIE PACKS WIN WORLDSTARS

he annual Worldstar Awards, run by the World Packaging Organisation (WPO), is regarded as one of the pre-eminent international awards programs in packaging. This year, over 265 packaging projects were entered from 37 countries, and were judged by representatives from 17 packaging associations and members of WPO. To be eligible, the packaging has to have won a national award in its country.

2016 Worldstar Australian winners are: Nescafe Compact Coffee Pouch (Nestle Australia)

Devondale Milk Shakes Dairy Drinks (QDesign Enterprises) Beverages category

*Winner of a Silver award at Australian Packaging Design Awards 2015 for Outstanding Achievement – Sustainability. *Winner of a Highly Commended award at Australian Packaging Design Awards 2015 for Outstanding Achievement – Accessibility.

* Winner of Bronze award in Beverages and Outstanding Achievement in Innovation and Highly Commended for Consumer Experience and Emerging Technology award at Australian Packaging Design Awards 2015.

Carnation Cooking Cream Plastic Can (Nestle Australia) Food category

Jimbo’s Pet Food Range (QDesign Enterprises) Food category

* Winner of a Silver award in Food and 3 Highly Commended awards at Australian Packaging Design Awards 2015. * Winner of a Bronze award at Australian Packaging Design Awards 2015 in Food Category.

Murray Goulburn Flip Top Cream Cap (Pact Group) Food category

Enviro Barrier (Pope Packaging) Transit category

* Winner of three Gold awards at Australian Packaging Design Awards 2015 in Industrial and Supply Chain and Outstanding Achievement in both Innovation and Sustainability.

* The Flip Top Cream Cap has received numerous industry accolades including the 2015 World Dairy Innovation Award in the Best Dairy Packaging Innovation category. It also won 2 Highly Commended awards in the 2015 Australian Packaging Design Awards for Consumer Experience and Emerging Technology and Outstanding Achievement in Innovation.

THIS ARTICLE WAS REPRODUCED WITH PERMISSION FROM PKN PACKAGING NEWS

AIP NEWSLETTER FEBRUARY 2016

NESTLE’S SUSTAINABLE POUCH SHINES IN WORLDSTAR AWARDS

estlē Australia’s compact coffee pouch has been shortlisted for one of the top three special prizes in the 2016 WorldStar Awards.

Run by the World Packaging Organization (WPO), the WorldStar awards recognise a wide range of packaging innovations from around the world. Judging for the 2016 awards took place in November last year, and six Australian packs were listed as WorldStar winners. Nestle’s compact coffee pouch for its Nescafe brand was recognised in the beverages category. Prior to that, the pouch had garnered both a silver and highly commended award at the Australian Packaging Design Awards in 2015 for Outstanding Achievement – Sustainability, and Accessibility, respectively. The pouch has an easy-peel laminate structure with mess-free opening, pouring and resealability.

The pouch joins three other candidates for the Sustainability Award, including egg packs from Austria, thermalite jars from the UK, and the PhoenixPET product from South Africa. Other special awards include the President’s Award and the Marketing Award. Nestle Australia also won a WorldStar in the food category for its Carnation Cooking Cream plastic can. The President’s Award shortlist includes the ‘Corky Cup’ from Israel, inert barrier technology from Switzerland, a secondary packaging tray solution from Indonesia and PepsiCo’s Drinkfinity flavour-pod hydrating system. Contenders for the Marketing Award are Drinkfinity (Pepsico, USA), Victorinox (Victorinox Swiss Army Fragrance, Switzerland) and Kellogg Special K Quad Seal Bag (Kellogg Company). The bronze, silver and gold winners of the 10 general award categories will be announced on 26 May in Budapest, Hungary. This will coincide with an International Packaging Conference organised by The Hungarian Association of Packaging and Materials Handling. The next WorldStar awards will be open for entry in June and the judging will take place in November in Vienna, Austria. THIS ARTICLE WAS REPRODUCED WITH PERMISSION FROM PKN PACKAGING NEWS

AIP PARTNERS

Find out how your company can become a partner of the AIP by emailing info@aipack.com.au

AIP NEWSLETTER FEBRUARY 2016

IOPP & GSK SIGN ELEARNING CONTRACT

he Institute of Packaging Professionals and GlaxoSmithKline (GSK) announce the signing of an agreement in which GSK will license IoPP’s Fundamentals of Packaging Technology online course. This partnership will include a program for those who wish to become Certified Packaging Professionals.

“Thank you to the IoPP team for enabling this historic moment. We will cherish this partnership for years to come as we strengthen and expand our packaging team’s core knowledge and capabilities,” says Sriman Banerjee, Head of Packaging Development at GSK. GSK becomes the latest organisation to license IoPP’s Fundamentals online course, joining companies including TricorBraun, Kraft Foods, General Mills, Clorox, Ecolab, SGS International, Berlin Packaging and more. “IoPP is thrilled with this very significant partnership with GSK, which we anticipate will be ongoing,” says Jim George, IoPP’s Director of Education. “The training will certainly strengthen the already terrific work done by GSK’s packaging department and further enhance GSK reputation as a leading multinational consumer products company. For IoPP, the agreement builds further awareness for our globally recognised Fundamentals training program and our Certified Packaging Professional program.” IoPP’ s Fundamentals online course catalogue, at www.iopp.org/elearning, comprises 42 prerecorded, self-directed lessons and 27 hours of learning covering all the major areas of packaging. Courses may be purchased individually or in topic bundles, and also in bulk through a corporate license. The Fundamentals Course and the CPP Program are available through the AIP.

To find out more about the CPP program click here

AIP NEWSLETTER FEBRUARY 2016

APPMA SPONSORS PMMI GLOBAL PACKAGING TRENDS REPORT 2015

he Australian Packaging & Processing Machinery Association (APPMA) is pleased to announce that it has sponsored the newly released Global Packaging Trends Report for 2015. The report was developed by the PMMI, the Association for Packaging and Processing Technologies, and is a market research study highlighting future packaging demand, product categories and opportunities for growth in packaging among fast-growing and maturing world economies. The Global Packaging Trends Report shows three influencers making a mark in every region: growing consumer awareness of health and wellness, stronger influence of recycling and environmental issues, and increasing disposable income and purchasing power.

Other important regional trends include urbanisation, convenience, smaller pack sizes, branding strategies, internet retailing, and premiumisation. Globally, flexible plastic remains the dominant pack type with PET Bottles in second place. Pack types such as brick liquid cartons and PET bottles will register the highest growth rates. “These trends are affecting packaging because they’re driving consumers’ purchasing choices,” says Mark Dingley, Chairman, APPMA. “Recyclability and reusability of packaging are dominant trends and the report is predicting that this will continue as PET and glass bottle usage increases.” Packaging markets in the Middle East and Africa are anticipating 5.3 percent CAGR growth in volume, but forecasts for Western Europe and North America land at the other end of the spectrum, with 0.4 percent and 0.5 percent, respectively. The expansion in the Middle East and Africa is the result of increasing exposure to modern lifestyles, and is manifesting in growth opportunities available for packaging of carbonates, biscuits, and yogurt and sour milk products. In Asia Pacific, forecast for 4.3 percent CAGR increases in volume, the increasing demand for PET bottles, particularly in the bottled water category, supports health and wellness concerns. North America, on the other hand, is a mature market, but consumers are developing growing interest in several categories. These include healthy categories such as bottled water, and areas of innovation, such as confectionery. Globally, the report notes flexible plastic remains the dominant pack type, accounting for 29 percent of the market, while PET bottles (12 percent of the market) will be among the fastest growing, with 4.7 percent CAGR. Bottled water is expected to add 135 billion units through 2019, accounting for 54 percent of the absolute volume growth in PET bottle use. While beverage packaging drives growth in PET and glass, categories such as confectionery and biscuits prop up flexible packaging use. The Global Packaging Trends Report was developed in collaboration with the PMMI, the Association for Packaging and Processing Technologies, and three other associations from across the world. This included AMEC-ENVASGRAF, ASOCIACIÓN MULTISECTORIAL DE EMPRESAS, SYMOP, French Association for Manufacturing Technologies and UCIMA, Italian Packaging Machinery Manufacturers Association.

To access a copy of the Executive Summary please email the APPMA on appma@appma.com.au

AIP NEWSLETTER FEBRUARY 2016

12 TECH SPEAK

www.packagingnews.com.au

January-February 2016

Shout from the shelf

AIP education officer Pierre Pienaar (FAIP) gives some pointers on design elements that can be used to maximise shelf impact.

HILE we marketers and designers may feel confident that we know our consumer’s needs well, we cannot forget that we have competition, not only from other brands, but for the busy consumer's time and attention Seven seconds! That's the maximum number of seconds a shopper spends at the retail shelf deciding which brand to buy. With so many choices within easy reach, first impressions of a pack – like appealing graphics, innovative, eye-catching packaging designs that showcase brand value – must really pack a punch to knock out competitors and get your product to the checkout. Visibility is measured by contrast and the physiological driver that creates contrast is colour.

Colour is one of the brain’s three visual pathways and, since we process every object within view simultaneously, colour is the mechanism that places emphasis on certain areas. In addition to enhancing on-shelf visibility, the appropriate use of colour can increase brand recognition by about 80% and simultaneously serves as a brand identifier. What about shape? Memorable shapes also initiate an emotional process of evaluation and brand preference. Shapes often determine the first impression of a product while communicating key benefits and advantages. In combination, colour and shape can signal quality, and enhance perception. For example, symmetrical shapes go well with passive colours, triangular and diamond shapes with active colours. Colour/ shape combinations can also communicate brand personality, so like colour, the use of

shape in brand identity and design plays a role well beyond on-shelf visibility. Symbols are a nearly instantaneous means of communicating meaning – think about the Nike swoosh, the yellow M for McDonalds, or the swirling red, white, and blue Pepsi globe. Associations derived from symbols become imprinted in consumers’ minds through repeated exposure, and shoppers intuitively gravitate to familiar symbols to help them navigate the shelf. Research has shown that a package cluttered with words fights for attention and creates shopper confusion. The best approach is to focus on a single competitive point of difference that distinguishes a brand from its competition. As previously discussed, colours, shapes and symbols all enhance onshelf visibility, create an emotional reaction, and assist in the purchasing decision. Therefore, the more words one adds to the design, the less the opportunity to use colour, shapes and symbols effectively. Special finishes deserve a mention too. The lustre of specialty inks and premium gloss coatings will enhance graphics and protect packaging. Film-laminated, reverse printed cartons offer high barrier protection, outstanding scuff resistance and superior gloss for a shining impact on the shelf. Consumers equate higher product quality and better taste with a metallised finish on packaging. Special packaging effects like holographic film, foil film, foil stamping, and metallised inks provide a touch of class and 3-D visual effects that can enhance sales. Now, while these fundamental design elements provide a sound guideline, to be truly ingenious in our designs and our thinking about design, we should take heed of the wisdom of French novelist Marcel Proust, who is widely quoted as having said, “The real voyage of discovery consists not in seeking new landscapes but having new eyes.” New eyes looking differently at what is already before us – in order to recognise and maintain what is good and in order to improve and find solutions where necessary. ■

MARK THESE DATES IN YOUR DIARY

1 & 2 JUNE

2016 AIP NATIONAL CONFERENCE

PACKAGING & PROCESSING WEEK, CROWN PROMENADE, SOUTHBANK, VICTORIA

PH: +61 7 3278 4490

info@aipack.com.au

2O2O PACKAGING & PROCESSING

V I S I O N

aipack.com.au

THIS ARTICLE WAS REPRODUCED WITH PERMISSION FROM PKN PACKAGING NEWS

AIP NEWSLETTER FEBRUARY 2016

ON-LINE FUNDAMENTALS OF PACKAGING TECHNOLOGY BITE-SIZED MODULES NOW AVAILABLE IN AUSTRALASIA THROUGH THE AIP

NEEDING TO FILL KNOWLEDGE GAPS? NEED A BROAD INTRODUCTION TO PACKAGING? IOPP’S INTERNATIONALLY RECOGNISED ON-LINE TRAINING CURRICULUM IS NOW AVAILABLE IN AUSTRALASIA. SPECIAL PRICING FOR AIP MEMBERS. In today’s challenging packaging environment, you can’t afford to make mistakes or overlook the critical details that cost precious time and money. You need the knowledge—from materials properties and selection to transport packaging issues—that can help you make better decisions regarding your company’s packaging dollars—now. The Institute of Packaging Professionals’ Fundamentals of Packaging Technology is now available to the packaging industry in Australasia through AIP’s partnership with IoPP—respected for decades as the trusted authority for continuing packaging education in the USA. Fundamentals of Packaging Technology on-line is set up for the convenience of busy working professionals, and the training platform is functionally intuitive. Complete your training when your time allows, and at your own pace. Wherever you are, the course goes with you! Fundamentals of Packaging Technology on-line course content is developed by IoPP in consultation with packaging subject matter experts at leading global consumer packaged goods companies who face packaging challenges just like yours. Take the complete course and learn about all the major segments of packaging—and beyond. Or customise your training by selecting from 12 lesson bundles organised by topic, or from single lessons as short as 30 minutes. Fundamentals on-line spans 42 modules and 27 hours of content that is recognised for its quality by the World Packaging Organisation. The Fundamentals of Packaging Technology on-line course is ideal training to prepare for the Certified Packaging Professional (CPP) exam offered through the AIP and the IoPP.

INFO@AIPACK.COM.AU

PH: +61 7 3278 4490

1 & 2 JUNE

2016 AIP NATIONAL CONFERENCE PACKAGING & PROCESSING WEEK CROWN PROMENADE, SOUTHBANK, VICTORIA

Designed for packaging designers, technologists, engineers, sales and marketing people the biennial AIP National Conference is the largest packaging and processing conference of its kind in Australia and New Zealand. Run by industry for industry the AIP National Conference has been leading the way in professional and personal development for decades and is a part of the annual Packaging & Processing Week.

MARK THESE DATES IN YOUR DIARY MEDIA PARTNERS

PH: +61 7 3278 4490

PROUDLY SPONSORED BY

info@aipack.com.au

aipack.com.au