As the peak professional body for packaging education & training in Australasia it is paramount that the Australian Institute of Packaging (AIP) offers professional designations that are internationally recognised and have the ability to raise the profession of packaging technologists and designers across the globe.
While 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.
- AIP education officer Pierre Pienaar (FAIP)
All too often Accessible Packaging is not considered when designing products which in turn leads to unnecessary frustration when opening & closing packs, reading the ingredients and opening instructions on packaging. It is important that Packaging Technologists consider how their packaging design could affect someone’s ability to eat, drink and the flow on of wasting food.
Let’s be truthful about Sustainable Packaging Claims on-pack
With the 2025 National Packaging Targets significantly shifting the packaging design landscape in Australia, a critical element that is coming up short is truthful and accurate environmental claims on-pack. More than ever consumers are demanding brands to be honest about their sustainability journey including the choice of wording and logos on-pack.
Entries now open for PIDA awards 2020
Entries are now open until 14 February for the 2020 Australasian Packaging & Innovation Awards for Australia and New Zealand. The AIP, in conjunction with Packaging New Zealand, have designed the PIDA awards to recognise companies and individuals who are making a significant difference in their field in Australia and New Zealand.
As the peak professional body for packaging education and training in Australasia the Australian Institute of Packaging (AIP) is often asked to simply provide a list of the exact substrates and materials that should be selected for every product on the market to meet the sustainable packaging targets. The answer unfortunately is never that simple.
The AIP is pleased to advise that the Semester 1 intake is now open for 2020 Master of Food & Packaging Innovation with applications closing 30 November 2019. The Master of Food and Packaging Innovation is an inter-disciplinary degree that explores food processing, entrepreneurship and innovation in product and packaging design at an advanced level.
Mindsets have shifted over the last few years and globally consumers are now actively driving brands and their packaging departments to align their Sustainable Packaging Design to incorporate the 5R’s and to redesign with environmental impacts in mind. Packaging Technologists are being asked to re-consider the outcomes of their packaging design all the way across the supply chain.
The Australian Institute of Packaging (AIP); the peak professional body for packaging education and training in Australasia; is pleased to once again be joining the official partner program for PACK EXPO Las Vegas and co-located Healthcare Packaging EXPO 2019 (Sept. 23-25, 2019; Las Vegas Convention Centre).
Pierre Pienaar, Education Director for the Australian Institute of Packaging (AIP) and President of the World Packaging Organisation (WPO), recently received an appointment as Professor to the Sichuan University in Chengdu, China. Chengdu is the fourth largest city in China with a population of 17 million and is the capital of Sichuan Province.
Three Australian companies and one New Zealand company have achieved international recognition for their innovative and unique packaging designs in the prestigious WorldStar Packaging Awards for 2019. The winning companies include Caps and Closures for Precise Pour, ILNAM Estate for 8 Kangaroos, Lactote for POLATOTE and Radix Nutrition for their Foil Packaging Breakfast Pouch and were across three categories, Beverage, Food and Domestic & Household.
On-pack date related label is one of the most direct information carriers used in food industry to communicate specific product attributes with consumers. On one hand, it is regarded as an effective tool which can help consumers to make informed consumption decisions. However, on the other hand, it has been identified as one of the major factors that contributes to the problem of consumer food waste.
Winners announced for 2019 Australasian Packaging Innovation & Design Awards
The winners of the 2019 Australasian Packaging Innovation & Design Awards (PIDA) for Australia and New Zealand were announced at a gala dinner on the 30th of April at the SOFITEL Wentworth, Sydney. The PIDA Awards are the exclusive feeder program for the prestigious WorldStar Packaging Awards run by the World Packaging Organisation (WPO) with the 2019 PIDA winners automatically eligible for entry into the 2020 international competition.
Finalists announced for 2019 Australasian Packaging Innovation & Design Awards
Finalists have been announced for the 2019 Australasian Packaging Innovation & Design Awards (PIDA) which has been designed to recognise companies and individuals who are making a significant difference in their field across Australia and New Zealand.
The Australian Institute of Packaging (AIP) has announced the winner of the tenth annual APPMA Scholarship program that entitles one lucky person to receive entry into a Diploma in Packaging Technology valued at $9,000. The winner is Janell Siek who sees that packaging is perhaps the most hard-working component of any product found in the retail space.
The use of life cycle assessment tools for sustainable packaging design
The Australian Institute of Packaging (AIP) has created a new training course on ‘The use of Life cycle Assessment Tools for Sustainable Packaging Design’. This is aimed at providing an introduction and learning framework for packaging industry professionals to apply lifecycle thinking to their working contexts and includes an understanding of the reasons why lifecycle thinking is critical.
AIP announces finalists for 2019 AOONA scholarship
The Australian Packaging and Processing Machinery Association (APPMA), in conjunction with the Australian Institute of Packaging (AIP), are pleased to announce that there are three finalists for the tenth annual Scholarship program which will enable one lucky packaging technologist, designer or engineer in Australia the opportunity to complete a Diploma in Packaging Technology to the value of $9,000. The Diploma in Packaging Technology is a Level 5 qualification which is internationally recognised.
2019 AIP National Technical Forum Registrations are now open
The Australian Institute of Packaging (AIP) confirms that on the 30th of April all of industry will have the opportunity to attend not one packaging educational event, but three. Starting the day with a Women in Packaging breakfast, followed by the biennial AIP National Technical Forum, then finishing with the gala Australasian Packaging & Innovation Design Awards dinner - this is a must-attend.
WPO Lifetime Achievement Award - Keith Chessell FAIP
The Australian Institute of Packaging is pleased to advise that one of its Life Members Keith Chessell FAIP has been recognised for his significant contribution to the packaging industry over the last 50 years with a Lifetime Achievement Award from the World Packaging Organisation.
2019 APPMA Scholarship now open: applications close 22 February 2019
The Australian Packaging and Processing Machinery Association, in conjunction with the Australian Institute of Packaging, are pleased to announce that submissions are open for the tenth annual Scholarship program which will enable one lucky packaging technologist, designer or engineer in Australia the opportunity to complete a Diploma in Packaging Technology to the value of $9,000.
PIDA awards introduce new special award category for accessible packaging design
The Australian Institute of Packaging (AIP) and Packaging New Zealand are pleased to introduce a new Accessible Packaging Design category to the annual Packaging Innovation & Design Awards program. The Accessible Packaging Design Special Award is designed to recognise packaging that is accessible, intuitive, easy-to-open and innovative and is in partnership with Arthritis Australia and Arthritis New Zealand.
AIP helps educate Philippines packaging community
The Australian Institute of Packaging (AIP) recently ran 3 new educational seminars on packaging for over 600 people at the inaugural ProPak Philippines trade show. Powered by ProPak Asia, ProPak Philippines was truly the first-of-its-kind food, drink and pharmaceutical focused international trade exhibition for the regions rapidly expanding processing & packaging industries.
One of the core objectives of the Australian Institute of Packaging (AIP) is to ensure that individuals are recognised for their significant contributions to the packaging industry. Dr Carol Kilcullen-Lawrence PhD, FAIP, CPP, National President of the AIP had the opportunity at the gala awards night on the 2 May to present five AIP Special Awards. The AIP Special Awards are not given often and are designed to recognise inspirational individuals who have contributed significantly to the packaging industry over many years.
2019 Packaging New Zealand Scholarship now open
Packaging New Zealand are pleased to announce that entries are now open for their annual Scholarship program for 2019. The annual Packaging Scholarship enables one lucky packaging technologist, designer or engineer in New Zealand the opportunity to complete a Diploma in Packaging Technology to the value of $9,000. The Diploma of Packaging Technology is offered through the Australian Institute of Packaging (AIP); the peak professional body for packaging education and training in Australasia.
Australia & NZ Packaging Innovations recognised in 2019 Worldstar Packaging Awards
Three Australian companies and one New Zealand company have achieved international recognition for their innovative and unique packaging designs in the prestigious WorldStar Packaging Awards. The winning companies include Caps and Closures for Precise Pour, ILNAM Estate for 8 Kangaroos, Lactote for POLATOTE and Radix Nutrition for their Foil Packaging Breakfast Pouch and were across three categories.
- Jo Webb
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- Created 02 Feb 2016
- Modified 02 Feb 2016
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