| easyFairs Packaging Innovations: Ideas generation
Jill Park, Packaging News, 28 January 2010
As businesses and industry continue to feel the pinch, investing in innovation may not make it to the top of many boardroom to-do lists. But, says Jill Park, taking the plunge could pay bountiful rewards
Innovation distinguishes between a leader and a follower," Apple co-founder Steve Jobs once said. In terms of its packaging, Apple was quick to understand the importance of aesthetics in selling a product. Its sleek plastic and cardboard creations have become an integral part of the brand.
Taking an innovative punt made Jobs a fortune - easy enough when you have nothing to lose. But when your company is attempting to weather a recession, the temptation to batten down the hatches and avoid risk of any sort becomes an appealing option.
But for those companies willing to take the plunge, like Jobs, the rewards can be extensive. This year's Packaging Innovations show at easyFairs is a prime opportunity to explore the possibilities of innovation in the packaging market and the technologies with which to assess these - leading eyetracking company Eyetracker being a major draw.
The critical element
"Innovation is critical," says AVA Packaging Solutions' managing director Alison Vincent, who spoke at last year's show and will be attending this year. "At the moment it's even more critical than before the economic downturn. I think that's because there are so many brands and products out there and consumers are being very penny-conscious. The brands really need to differentiate themselves and come up with a new solution to get consumers to spend on their products against such intense competition," she says.
Vincent's comments are echoed by Chesapeake's (stand 530) corporate marketing and communications manager Bob Houghton. The carton manufacturer will be showing its latest creation CartonBag, a pre-made bag in a covered carton that is being targeted at loose products, such as wrapped confectionery, dried fruit and personal care items.
Alongside the CartonBag, Chesapeake will also be exhibiting shaped composite tubes from its Figured service and the new holographic effect Glint, which was recently used on the label for Jingle Knockers Christmas ale from Cornish brewery Skinner's.
"Focusing on innovation is the only way the industry can develop solutions to challenges such as a greater environmental awareness, improving efficiency and increasing the brand support that packaging has to offer as marketing budgets become stretched," says Houghton.
Walking around a trade show is "a good way to see what's out there", adds AVA's Vincent. "It's a good
way to get a feel of trends and the mood of the industry - it is quite subtle, but you can pick up on that when you walk around."
Appetite for the new
Chris Barber, creative director of design agency Dragon Rouge, agrees. "It's a chance to find out about innovative materials and new technology to give brands the edge," he says.
"As designers, our job is to have the appetite for all things new, creative and innovative in packaging," he says. "EasyFairs is a focused, inspirational day allowing designers to top up their existing knowledge in order to make client relationships more enriching and brand design more desirable."
Barber is quick to advise visitors to check out the lecture programme in advance so they can plan which day is most suited to them. Iain Janes, research director at Eyetracker (stand 671) will be giving one of a series of lectures in the Packaging Innovations arena on eyetracking and will also be exhibiting at the show.
Watch the eyes
Eyetracker was established in 2002. As the name suggests, the company specialises in eyetracking by selling and renting equipment to companies and offering eyetracking market research for brands. At Packaging Innovations the company will be giving visitors the opportunity to test two types
of equipment.
The first piece of equipment on show can be used in the "real world" and comprises a pair of glasses that can be worn to trace the movements of the eye while on the move, for example in a supermarket. The second piece of equipment is screen-based and more suited to evaluating packs.
"Packaging is a big market for us," says Eyetracker's Janes. He says that eyetracking as a concept is becoming "increasingly important" in a world where we are bombarded with visual information. "If something is not being looked at, it is not being considered," say Janes.
Pack for beauty
Packaging is of the uppermost importance in the health and beauty sector, where it can even be used in the application of the product. "Innovation in both design and function helps to distinguish a product from its competitors and create a ¡®personality' for the products," explains John Anderton, managing director of cosmetics packaging supplier Vetroplas (stand 553).
The company will be exhibiting the complete range of airless dispensers from Megaplast, for whom Vetroplas has recently become the exclusive UK agent.
Vetroplas will also be exhibiting the latest designs from Eurovetrocap in glass and plastic, and flexible and laminate tubes from CTL/Tube Hispania. "We will also show the range of high-end acrylic jars from M-G-S in France," adds Anderton.
Similarly, M&H Plastics' (stand 554) creation of a range of HDPE character bottles is hard to ignore. The easy-grip 250ml bottles, which take a snap-on flip-top closure, have been designed to work as a set for children's toiletries and will be a colourful addition to the plastic packaging manufacturer's display area.
Material changes
However, not all innovation is as visually arresting as M&H's bottles. Veriplast Solutions will be exhibiting the work it has done in moving its PET cups to rPET so as to cut energy use and raw materials as the cups will be manufactured from 35% post consumer waste. Despite the change, the company insists there is no impact on the physical or visual performance of the cups.
Innovation, it seems, comes in many guises. Wandering around a show like Packaging Innovations not only shows what's going on in your sector but highlights opportunities for cross-fertlisation of ideas from other sectors. What's more, being brave enough to take the risk and invest in innovation could highlight the difference between being a leader or a follower
Innovation stations: best of the rest
Injection moulded plastic packaging products manufacturer Plasticum (stand 627) will be exhibiting its Jimmy spray cap at Packaging Innovations. The cap creates an ultra-fine, horizontal spray and is available in three diameters; 49mm, 52mm and 57mm. It is suitable for necked-in tinplate cans and is applicable to all high-speed capping lines.
Cosmetics packaging specialist Toly Products (stand 717) will have an array of products on display, including its recent development, the Dual Airless. The new twin airless pack contains two 15ml airless tubes, which dispense through the nozzle, mixing the products at the point of use.
Malvern-based Pendragon (stand 556) will feature a range of its products at the show. The company's capabilities include rigid boxes, folding cartons, promotional paper bags and hand-made envelopes. Highlights on the stand will include a rigid box created for the luxury retailer Harrods, which is illuminated by small lights when it is opened, as well as a fabric-covered Faberg¨¦ jewellery box.
Suffolk-based Spectra (stand 698) will use the Packaging Innovations show as a launchpad for its Verona 250ml bottle and tottle and a 200ml Seaquist Gemini cap. The company has also made developments in its printing and has added hot-foil stamping and peripheral banding to its capabilities.
Visitors to Pakready's (stand 358) display will be able to learn more about the Manchester-based company's offering for short-run boxes, speciality packaging and point-of-sale. Pakready can create 3D mock-ups of packs so customers can see and feel the pack before it enters production.
Neville and More (stand 668a) has launched a spray pump capable of spraying 360 degrees. The pump is being aimed at everything from personal care to garden sprays. Using the pump, consumers are able
to spray the product into those hard-to-reach places.
Lion's Lair: Roar talent
The latest developments in packaging technology will be put under scrutiny at easyFairs' Lions'
Lair event at this year's show. Entrants from a range of sectors will be given the opportunity to
put their ideas to the esteemed Lions before a winner is named.
This year's judges will include Paul Beer, purchasing manager, NPI&D and operations of BCM; Alan Moffat, packaging development manager, Heinz; Dr Mark Masento, technical manager of Tesco corporate purchasing; Karen Graley, packaging and reprographics manager at Waitrose; Dr Gordon Stewart of the Packaging Society; and Josh Brooks, editor of Packaging News.
Companies presenting to the Lions include:
- Supranet for its Spooncup coffee cup lid;
- Polythene UK and its Polycomp compostable bags;
- Chesapeake Branded Packaging's CartonBag;
- Dongguan City Jingli Can Co's new tin product;
- Clifford Packaging's BB2 Wine Box; and
- H&O Plastics' 25/30-litre plastic container, which comes complete with a gasket and band.
Last year Quantex, part of London-based design agency PDD, won the contest with an airtight disposable pump for packaged liquids that distributes precise quantities of liquid, such
as drink, detergents or medicine. |
