Robert Nisbet, MD of Media One Communications, chaired a range of seminars dedicated to innovations in the packaging industry
On top of all the fantastic displays and exhibitions at this year’s Total Show, The Packaging Gazette Seminar programme allowed visitors to learn all about the most successful and creative innovations happening in the packaging industry.
Proving very popular with exhibitors and visitors alike, these seminars provided entertaining and educational insights into the industry. Here we have a quick review on what was on offer…
Daniel Monteith, Client Services Director at Elmwood and Jon White, Marketing Director at Kimberly-Clark
Embracing brand conflicts through sentic triggers
Daniel and Jon took us through the visual identity of Andrex toilet tissue packs, and how with the help of creative agency Elmwood they were able to revitalise the brand and its on shelf presence. Daniel explained sentic triggers and how these subconscious behaviours can create an emotional engagement between the consumer and the pack, something brands should strive to achieve. They realised that in an economic climate of fear and doubt Andrex needed to create a pack that would offer reassurance, security and trust. Creating an emotional engagement with a product such as toilet roll, something consumers have low interest in, posed quite a challenge, and it were the resolution of this conflict that proved the focal point of the seminar. The seminar was able to highlight that sometimes with packs and their designs, it really can be just the little things that make all the difference. Leave nothing overlooked.
Emma Wise, Chair of the Starpack Advisory Group
Activating fresh innovation: nurturing new blood
Our representative of the Starpack awards presented on the brilliance of the young people involved in the Schools and Students Starpack Awards, highlighting the innovation and imagination that often can only come from young minds. Many of the packs presented were not perhaps the most feasible for stacking, or created with sustainability in mind. But it is through this lack of restraint, which in some ways can blinker the old hats in the industry, that as Emma explained some of the most creative and interesting ideas can develop. The presentation was able to show us why inspiring young people, getting them to consider the packaging industry as a creative outlet is more than worth our while.
Neil Farmer, Owner of Neil Farmer Associates
The Evolution of Packaging Design and Innovation
Neil Farmer, one of Packaging Gazette’s most frequent contributors, and good friend to the magazine, hosted the final seminar of the day. Known as our ‘Packaging Guru’ he really proved his status with a complete and detailed overview of all of the biggest trends in the packaging industry. The depth and breadth of what he covered could easily fill many pages, but here are some of his best, and most key points from the talk. Active and intelligent packaging was an element of the industry in which he felt there could be great success in tackling food waste issues, explaining that the technology works by reducing the level of ethylene being produced, thus reducing deterioration of the fruit and extending shelf-life. Citing “it`s fresh “patented ethylene remover technology, used by Marks and Spencer and Tesco for fresh fruit and berries as an already successful example. Neil also grappled with the big and high agenda issue of recycling. Here Neil called for more recycled content to be used throughout the packaging supply chain, and for packaging itself to contain non-mixed materials to increase its recyclability.