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MASTERING PACKAGING

Packaging serves as a visual representation of your brand, shaping the customer’s experience and reflecting your values. Understand its importance, its environmental impact, and the common mistakes to avoid. Make it a tool for sustainable success. Are you looking for guidance? Let’s connect!

PACKAGING FULFILLS THREE VITAL ROLES

Packaging design must prioritize functionality and technical performance, but it is important not to neglect its aesthetic appeal and marketing potential. The packaging represents the first point of contact between a customer and your product, as well as an introduction to your brand.

1

ACT AS A BRAND AMBASSADOR

Your packaging should accurately represent your brand’s identity, values, and market positioning. Consider elevating your packaging project with a captivating display to create a powerful visual impact.

2

COMBINE FUNCTIONALITY AND ATTRACTIVENESS


Beyond aesthetics, packaging also conveys information. Before you begin the design process, make sure that you have gathered all the necessary elements, such as nutritional information, contact details, and recycling instructions.

3

ENSURE CONSISTENCY


Packaging must align with the product to be an effective value driver. Consider the desired image and the target audience. It should neither surpass the value you want to convey nor appear cheap if the product is of high quality.

PACKAGING AND ENVIRONMENT CAN THEY GO HAND IN HAND?

Proper packaging does not equate to excessive packaging. As your product needs protection, it’s important to create your packaging with sustainability in mind, minimizing its environmental footprint.

1

USE A LOCAL AND SUSTAINABLE MANUFACTURING MODEL

Reduce environmental impact by choosing FSC®-certified materials, collaborating with a printer that recycles waste and recovers solvents, opting for low-energy printing processes and biodegradable inks and giving preference to regional partnerships and short supply chains.

2

RETHINK ENERGY CONSUMPTION

The environmental impact of your packaging directly correlates with the amount of energy used by you and your partners. When selecting a supplier, pay attention to important factors such as energy-efficient ventilation and heating systems, carbon offset initiatives, and the use of innovative and eco-friendly technologies.

3

CHOOSE THE RIGHT MATERIALS

Paper-based packaging strikes an ideal balance between eco-friendliness and affordability. Carton can be crafted from recycled fibers, helping to limit deforestation. As for products that require plastic packaging, opt for PET (polyethylene terephthalate), a fully recyclable material.

4

OPTIMIZE FOR COST EFFICIENCY

Every millimeter of packaging matters. Smart design choices, such as reducing volume, eliminating empty spaces, and optimizing sheet usage and die layouts, can significantly impact consumption. If feasible, it’s preferable to avoid using mixed materials, like boxes with plastic windows or lamination.

PACKAGING ESSENTIALS - PITFALLS TO AVOID

1Making decisions based solely on cost: expertise and execution quality are critical. Avoid costly surprises!

2 Neglecting the product life cycle: from production and assembly to distribution and consumption, each phase is critical.

3 Treating packaging as a one-off initiative: it must be integrated into your overall strategy and aligned with your brand’s positioning, values, and priorities.

4 Prioritizing aesthetics over performance: if the packaging fails to protect the product adequately or compromises the user experience, any design-related investment is futile.

5 Overlooking packaging as a brand ambassador: packaging is a powerful marketing asset. A positive packaging experience can significantly enhance customer satisfaction.

6 Cutting corners on prototyping and quality control: trying to save time or money can lead to costly rework. Don’t risk starting over by prioritizing these crucial steps.

7 Failing to meticulously scrutinize content before production: even minor mistakes can easily slip through undetected and find their way into the final product.

8 Thinking short term: integrating environmental considerations (such as recyclability and waste reduction) at the design stage ensures your packaging remains viable as regulations evolve and expectations rise.

PACKAGING GLOSSARY

GENERAL
TERMS

Material selection for both primary and secondary packaging depends on the product. This is particularly critical in the food and pharmaceutical sectors, where hygiene, safety, and preservation requirements (e.g. vacuum-sealed goods) often lead to the use of plastic or glass, particularly for beverages and perfumes.
For most consumer goods, secondary packaging is typically made of paperboard, plastic, or composite materials. While plastics offer undeniable functional advantages, such as flexibility, durability, and printability, their negative impact on the environment and on human health is a topic of growing concern.
In printing, the term “score” (or “scoring”) refers to a crease line that is applied to the paper or cardboard. This line helps facilitate accurate folding and prevents cracking or surface damage.
Spot varnish (or selective varnish) is a print finishing technique where a coating is applied only to certain parts of the design. This creates specific effects such as gloss, texture, or relief, and helps enhance visual impact and elevate packaging.
A type of cardboard characterized by an internal fluted (wayvy) structure that provides strength and cushioning.
Often confused with corrugated cardboard, this material features a honeycomb structure.
A structural template that defines where the packaging should be cut, folded, glued, and printed.
The natural orientation of the fibers in paper or cardboard. Correct alignment ensures clean folds, prevents cracking and improves packaging strength.

COMMON PACKAGING
CERTIFICATIONS

A certification that paper or cardboard comes from forests managed responsibly according to Forest Stewardship Council (FSC®) standards.
HACCP, or Hazard Analysis and Critical Control Points, is a globally recognized preventive system that ensures food safety throughout all stages, including packaging. It manages biological, chemical, and physical hazards. Manufacturers of food industry packaging must implement HACCP to prevent contamination such as substance migration, impurities, or ink residue.
GMI is a well-established quality standard in packaging printing, ensuring accurate color, promoting uniformity across suppliers and supporting consistent brand representation on a global scale.
The International Organization for Standardization (ISO) sets international standards that ensure quality, safety and efficiency for products, services and systems. In packaging, ISO 9001 primarily addresses quality management, while ISO 14,001 addresses environmental performance.
BRCGS is a globally recognized certification that guarantees the safety, quality, and traceability of goods in regulated environments.

PRINTING METHODS
USED IN PACKAGING

Best suited for folding cartons. It delivers high precision and is ideal for large volumes with intricate detail.
Perfect for flexible packaging, such as bags and pouches. It’s a fast, cost-effective solution for high-volume production.
Produces exceptional quality for high-volume production, particularly for premium flexible packaging, such as cosmetics and food.
Suitable for irregular or rigid surfaces. Provides excellent ink coverage and is commonly used for special effects or small production runs.
A flexible, plate-free solution that is ideal for small quantities, prototypes and custom packaging.

Types d’emballage

Fond qui se ferme automatiquement en appuyant sur les côtés. Rapide à monter, souvent utilisée en cosmétique et pharmacie.
Fond pré collé, mais une languette doit être insérée pour fermer. Plus solide que le fond automatique.
Fond entièrement fermé par pliage manuel. Plus économique, mais plus long à assembler.
Deux parties : un fond et un couvercle séparé. Aspect haut de gamme, utilisée pour coffrets.
Fermeture avec des languettes qui s’insèrent dans la boîte. Très courante pour les produits de grande consommation.
Composée d’un fourreau et d’un tiroir interne. Donne un effet luxe et protège bien le produit.
Ouverture par le côté, souvent utilisée pour les produits longs comme des tubes ou des crayons.
Emballage composé d'une coque plastique thermoformée scellée sur un carton, utilisé pour bien voir le produit tout en le protégeant.

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