Although consumers care about the products they buy, the packaging matters, too. It is a similar concern for company leaders. An insufficient package could result in goods arriving spoiled, broken or otherwise unsellable once they arrive at their destinations. Fortunately, packaging engineers can reduce or eliminate those unwanted outcomes. What can executives expect from packaging engineering benefits?
Consumer-Centered Decisions
Today’s shoppers have dozens of choices per product category when they visit stores. Many like to purchase the brands they already know and love, and they are even more likely to do that when businesses make strategic choices that align with consumer preferences.
Packaging engineers can respond to data from real-world users, relying on it to make purposeful improvements to delight current customers and appeal to potential buyers. Consider the example from a brand that developed a new package for a yogurt that comes with toppings in a separate compartment.
READ MORE: Designs on a Circular Packaging Future
Representatives asked consumers to test more than 100 ingredients and dozens of potential flavors. Throughout those investigations, participants also revealed which aspects mattered to them most. One of the findings was that people cared about the amount of topping in each container and hoped the packaging would specify each option’s ingredients.
The eventual packaging design shaped by customers’ input features a symmetrical shape with the yogurt at one end and the topping on the other. An invisible hinge allows people to pour on the toppings, customizing how much they use. Additionally, a transparent part of the cup shows people the amount and characteristics, potentially influencing their purchasing decisions.
Employees confirmed that this new design came from numerous 3D mockups and alterations from the research and development team. Since consumers’ input guided the choices, many will be likelier to keep buying the yogurt in the new package design. The associated packaging engineering benefits simultaneously enable better profitability and more consumer convenience.
Sustainable Changes
More customers expect and demand enterprises to make sustainable decisions, which extends to packaging choices. Some are exploring how to participate in the circular economy by preventing waste and keeping items usable for as long as possible.
Making packaging better for the planet starts by being more mindful of how different materials support sustainability. For example, linear low-density polyethylene is a popular option for stretch wrapping. People package everything from picture frames to fresh produce in it since the material is ideal for lightweight items.
However, a more sustainable package may be one people use for multiple purposes. If a consumable item comes in a glass jar, individuals can reuse it to store things after eating the product. Packaging engineers can advise brand representatives on which changes to make to impact the planet more significantly.
Another waste reduction option is to design packaging consumers can use for months or years instead of just once. One skincare firm took that approach with its multiuse container and refill pods. Requests came via email and social media from more than 200 people who asked for a refillable version of its cleansing balm—one of its bestselling products. Part of the packaging revamp included getting feedback from consumers who had used competing refillable items.
Employees also created lists detailing what customers did and did not want in a new package. Such specifics allowed them to maximize the packaging engineering benefits. An in-house design team explored the possibilities and sourced sample materials from global suppliers. One of the goals was to make the packaging interchangeable so people could fit various refill pods into it. That option reduced waste and encouraged users to try more of the business’s products.
Better Inclusivity
Global estimates suggest 1 in 6 people have disabilities. Many packaging improvements relate to removing the frustrations or barriers that could make it difficult or impossible for such individuals to use specific items. Whether someone has lived with a disability for their whole life or recently acquired it, they are usually the best judge of whether something will work for them. If it seems too hard to hold, interact with or otherwise use, they will likely look elsewhere to avoid dealing with the perceived issue.
However, some concerned parties assert that when companies design packaging with disabilities in mind, they mainly do it to signify inclusion rather than assist those who could benefit from how a new package works.
Liz Jackson—a founding member of a disability-led critical design collective—provides the example of a new lid for a deodorant package. It has a hooked and curved lid, making the cap easier for people with limited dexterity to use. However, it also included instructions in braille. Jackson asserted that many people living with blindness cannot read braille.
She saw including it as another way for the company to showcase its inclusivity without catering to those who could most benefit from it. The different lid design alone was not enough to show inclusiveness, but representatives seemed to think braille would do the trick.
However, packaging engineering benefits can encompass genuine helpfulness for people with disabilities if decision-makers consult with members of the disabled community. Although addressing every disability is impossible, packaging creators can at least make progress by listening to those whose lived experiences will improve due to whatever the packaging offers.
Productive Problem-Solving
Packaging engineers also assist teams with tackling problems that could interfere with brand image, profitability or other areas. Many customers of a major e-commerce enterprise used social media to flag instances of items arriving in packages that were far too big for whatever they contained.
Besides contributing to waste, this problem furthered the public impression that leaders did not care what sizes of boxes they used as long as items eventually got to people’s doorsteps. Executives dealt with the issue by using machine learning to determine the most appropriate packaging.
This approach reduced cardboard waste in the organization’s North American market by up to 10% annually and saved 60,000 tons of the material. The algorithms have collectively caused a 35% decrease in corrugated boxes sent to North American and European customers. Instead, those shoppers often received their goods in paper envelopes.
An algorithm’s conclusions can support a packaging engineer’s decisions, allowing that specialist to make the best choices for individual circumstances. After all, waste reduction is one of many concerns for packaging improvements. The solutions must also protect the item in transit and withstand handling from numerous supply chain partners.
Take Advantage of Packaging Engineering Benefits
These are some of the many perks of working with packaging engineers. Whether companies want to redesign a package or create something new, these professionals have useful insights contributing to successful outcomes. Are you ready to learn and improve with their advice?