Structural packaging design: Building and protecting brand value

Abstract

The structural design of packaging, which embraces the shape, texture, materials and product delivery capability of a pack, is becoming increasingly popular as a way of differentiating products, protecting them from copycatting, and adding consumer benefits through improved product delivery and conservation. This paper will argue that it is through the structure of its packaging that a brand's true expression is developed and that, although still considered expensive, this is a route that can reap strong benefits for manufacturers. In addition, new developments in technology and packaging materials are constantly adding possibilities to the design process, and reducing production costs.

Most manufacturers are not yet fully capitalising on opportunities for physical packaging enhancement, due to the higher levels of investment required to effect structural change and because design management is seldom integrated with all aspects of the production and distribution processes. Although changes in structural design offer significant opportunities for profit improvement, board level co-ordination of design management is still rare.

The authors believe that tightening anti-copycat legislation and stricter environmental regulations will make structural change even more attractive in the future. As FMCG companies take a longer-term view of their business performance, they are likely to exploit the potential of more exacting and accurate production techniques, pushing designers and packaging manufacturers to provide innovative brand building solutions through structure.