aip february 2016 enewsletter

AIP National Office 34 Lawson Street Oxley QLD 4075 Australia +61 7 3278 4490 +61 7 3009 9916 [email protected] www.aipack.com.au

AIP NEWSLETTERJoin the AIP on

1

FEBRUARY 2016

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.

The AIP is pleased to advise that the second recipient of the Certified Packaging Professional (CPP) designation is Nina Cleeve-Edwards MAIP, M a n a g e r O c e a n i a Innovation Acceleration Team, Nestl Australia Ltd.

Being able to offer the CPP credential in Australasia a l l o w s p a c k a g i n g 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 ones 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.

LATEST RECIPIENT TO RECEIVE CPP DESIGNATION

MARK THESE DATES IN YOUR DIARY 1 & 2 JUNE

2016 AIP NATIONAL CONFERENCEPACKAGING & PROCESSING WEEK

CROWN PROMENADE, SOUTHBANK, VICTORIA

TWO WAYS THAT YOU CAN BE INVOLVED IN THE BIENNIAL AIP NATIONAL CONFERENCE...

EXHIBITDoes 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. ATTENDDo 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.

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.

PROUDLY SPONSORED BY

MEDIA PARTNERS

AIP NEWSLETTER FEBRUARY 20162

When: Wednesday 10th of FebruaryWhere: Box Hill Golf ClubWhat:

Speakers:

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 hasnt 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.

DONT MISS OUT ON THE LATEST AIP ACTIVITIES FOR 2016ALL MEMBERS ARE INVITED TO ATTEND ANY EVENTS ACROSS AUSTRALIA & NEW ZEALANDTo register to attend any of the events simply email [email protected] or visit the events page on www.aipack.com.au

AIP TECHNICAL DINNER

TOOHEYS BREWERY SITE VISITMEMBERS ONLY - WAITING LIST ONLY

VISY BEVERAGE CAN + VISY BOARD SITE VISITS

JAMESTRONG PACKAGING SITE VISIT

When: Thursday 18th of FebruaryWhere: Tooheys Brewery, LidcombeWhat:

When: Friday 19th of FebruaryWhere: StaypletonWhat:

When: Wednesday 2nd of MarchWhere: Jamestrong Packaging, KyabramWhat:

When: Thursday 17th of MarchWhere: 1330 ScoresbyPresenter:

VIC

* = 1 CPE

* = 2 CPE

* = 1 CPE

This site visit will provide attendees the opportunity to see both the state-of the-art Beverage Can facility and the Visy Board site.

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 makers 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.

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.

Anthony Peyton MAIPDirectorGreenChipINTRODUCTION TO THE PACKAGING RECYCLABILITY EVALUATION PORTAL (PREP)

Shaun ScallanManager Business DevelopmentPlanet Ark Environmental Solutions INTRODUCTION TO THE AUSTRALIAN RECYCLING LABEL

Lok Man-ShuNational Sustainability ManagerOfficeworksA CASE STUDY FROM FIRST COMPANY TO HAVE ADOPTED THE ARL

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

Mark DingleyGeneral Manager - OperationsMatthews Australasia

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.

* = 3 CPE's

* = 12.5 CPE's

NEW COURSE

AIP NEWSLETTER FEBRUARY 2016 3

DONT MISS OUT ON THE LATEST AIP ACTIVITIES FOR 2016ALL MEMBERS ARE INVITED TO ATTEND ANY EVENTS ACROSS AUSTRALIA & NEW ZEALAND

To register to attend any of the events simply email [email protected] or visit the events page on www.aipack.com.au

AIP TECHNICAL LOUNGE

AIP NATIONAL CONFERENCE

FOODTECH PACKTECHMULTIPACK RETAIL & FOOD SITE VISITS

When: Wednesday 23rd of MarchWhere: Oatlands Golf Course Club HouseWhat:

Speakers:

When: Thursday 14th of AprilWhere: Oatlands Golf Course Club HousePresenter:

When: Wednesday 6th of AprilWhere: Site Visit 1: Multipack RETAIL, Moorebank Site Visit 2: Multipack FOOD, IngleburnWhat:

* = 2 CPE

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 hasnt 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.

Multipack is Australias 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.

When: 11th to 13th October FoodTechPackTechWhere: Auckland, New ZealandWhat:

When:What: Where:

1 & 2 JUNE AIP National ConferenceCrown PromenadeSouthbank, Victoria


Foodtech Packtech (FTPT) is New Zealands largest 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

Pierre Pienaar, MSc, FAIP, CPPGrow your market share by meeting changing consumer demandAre 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

* = 12.5 CPE's

NEW COURSE

Anthony Peyton MAIPDirectorGreenChipINTRODUCTION TO THE PACKAGING RECYCLABILITY EVALUATION PORTAL (PREP)

Paul KlymenkoChief Executive Officer Planet Ark Environmental FoundationINTRODUCTION TO THE AUSTRALIAN RECYCLING LABEL

Jackie Smiles MAIPEnvironment and Sustainability ManagerBlackmores LtdA CASE STUDY FROM SECOND COMPANY TO HAVE ADOPTED THE ARL

INTRODUCTION TO ACCESSIBLE PACKAGING DESIGNHALF-DAY TRAINING COURSE


AIP WELCOMES NEW MEMBER

Q: Why did you join the AIP? What benefits do you believe the AIP offers all their members?

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.

Belinda Hanson-KennyDirector / the workerFood. Labelling and Safety


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 & Sprngli 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! Youll 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


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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

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 contact us via [email protected]

TALK TO US AT SITE 4

THE PACKAGING FORUM - NZ

The 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.


$9,000 DIPLOMA IN PACKAGING TECHNOLOGY SCHOLARSHIP NOW OPEN FOR ENGINEERS

The 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.

WHATS 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

2013 Winner: Jamie Schellebeck 2012 Winner: Anna Roland

2009 Winner: Rebecca Du2010 Winner: Natalie Quarrell

2011 Winner: Jude Van der Zalm

2014 Winner: Aleah Back2015 Winner: Alysha Baggett 2015 Winner: Alexandra Brayshaw

To access a submission form click here


SIX AUSSIE PACKS WIN WORLDSTARS

2016 Worldstar Australian winners are:

Nescafe Compact Coffee Pouch (Nestle Australia)

*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.

Carnation Cooking Cream Plastic Can (Nestle Australia) Food category

* Winner of a Bronze award at Australian Packaging Design Awards 2015 in 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.

Devondale Milk Shakes Dairy Drinks (QDesign Enterprises) Beverages category

* 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.

Jimbos 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.

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

* 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.

The 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.

THIS ARTICLE WAS REPRODUCED WITH PERMISSION FROM PKN PACKAGING NEWS


NESTLES SUSTAINABLE POUCH SHINES IN WORLDSTAR AWARDS

Nestl Australias 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. Nestles 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 Presidents Award and the Marketing Award. Nestle Australia also won a WorldStar in the food category for its Carnation Cooking Cream plastic can.

The Presidents Award shortlist includes the Corky Cup from Israel, inert barrier technology from Switzerland, a secondary packaging tray solution from Indonesia and PepsiCos 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.


AIP PARTNERS

Find out how your company can become a partner of the AIP by emailing [email protected]


IOPP & GSK SIGN ELEARNING CONTRACT

The Institute of Packaging Professionals and GlaxoSmithKline (GSK) announce the signing of an agreement in which GSK will license IoPPs 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 teams core knowledge and capabilities, says Sriman Banerjee, Head of Packaging Development at GSK.

GSK becomes the latest organisation to license IoPPs 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, IoPPs Director of Education. The training will certainly strengthen the already terrific work done by GSKs 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


APPMA SPONSORS PMMI GLOBAL PACKAGING TRENDS REPORT 2015

The 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 theyre 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, ASOCIACIN 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 [email protected]



2O2OV I S I O NPACKAGING & PROCESSING

1 & 2 JUNE2016 AIP NATIONAL CONFERENCE

PACKAGING & PROCESSING WEEK, CROWN PROMENADE, SOUTHBANK, VICTORIADesigned 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.

MARK THESE DATES IN YOUR DIARY

PH: +61 7 3278 4490 [email protected] aipack.com.au

WHILE we marketers and de-signers may feel confident that we know our consum-ers needs well, we cannot forget that we have competi-tion, not only from other brands, but for the busy con-sumer's time and attention

Seven seconds! That's the maximum num-ber of seconds a shopper spends at the retail shelf deciding which brand to buy. With so many choices within easy reach, first im-pressions 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 con-trast is colour.

Colour is one of the brains 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 vis-ibility, the appropriate use of colour can in-crease brand recognition by about 80% and simultaneously serves as a brand identifier.

What about shape? Memorable shapes also initiate an emotional process of evalua-tion and brand preference. Shapes often de-termine the first impression of a product while communicating key benefits and ad-vantages. In combination, colour and shape can signal quality, and enhance perception. For example, symmetrical shapes go well with passive colours, triangular and dia-mond 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 con-sumers minds through repeated exposure, and shoppers intuitively gravitate to famil-iar symbols to help them navigate the shelf.

Research has shown that a package clut-tered with words fights for attention and cre-ates shopper confusion. The best approach is to focus on a single competitive point of dif-ference that distinguishes a brand from its competition. As previously discussed, co-lours, shapes and symbols all enhance on-shelf visibility, create an emotional reaction, and assist in the purchasing decision. There-fore, 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 protec-tion, outstanding scuff resistance and supe-rior gloss for a shining impact on the shelf.

Consumers equate higher product quali-ty and better taste with a metallised finish on packaging. Special packaging effects like holographic film, foil film, foil stamp-ing, and metallised inks provide a touch of class and 3-D visual effects that can en-hance 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 differ-ently 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.

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

12 TECH SPEAK www.packagingnews.com.au January-February 2016

Shout from the shelf

ON-LINE FUNDAMENTALS OF PACKAGING TECHNOLOGY BITE-SIZED MODULES

NOW AVAILABLE IN AUSTRALASIA THROUGH THE AIP

In todays challenging packaging environment, you cant afford to make mistakes or overlook the critical details that cost precious time and money. You need the knowledgefrom materials properties and selection to transport packaging issuesthat can help you make better decisions regarding your companys packaging dollarsnow.

The Institute of Packaging Professionals Fundamentals of Packaging Technology is now available to the packaging industry in Australasia through AIPs partnership with IoPPrespected 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 packagingand 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.

NEEDING TO FILL KNOWLEDGE GAPS? NEED A BROAD INTRODUCTION TO PACKAGING?

IOPPS INTERNATIONALLY RECOGNISED ON-LINE TRAINING CURRICULUM IS NOW AVAILABLE IN AUSTRALASIA. SPECIAL PRICING FOR AIP MEMBERS.

[email protected] PH: +61 7 3278 4490

1 & 2 JUNE2016 AIP NATIONAL CONFERENCE

PACKAGING & PROCESSING WEEKCROWN PROMENADE, SOUTHBANK, VICTORIA

PROUDLY SPONSORED BYMEDIA PARTNERS

PH: +61 7 3278 4490 [email protected] aipack.com.au


MARK THESE DATES IN YOUR DIARY

aip february 2016 enewsletter

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