Carton, Board & Paper
Proud to be a packaging professional in an evolving sector
Joanne Offord, BoxMart’s managing director P
ackaging used to be seen as little more than a necessity; essential for protecting a product through
the supply chain until it arrived safely at the home of the consumer but not much else. These days, however, consumers are far
more aware of packaging, both in terms of its aesthetics, thanks largely to the social media boom, and its sustainability credentials as a result of the Blue Planet effect and growing environmental concerns. This heightened consumer awareness has led brands to realise the huge effect packaging can have in communicating everything from a product’s unique selling point to their standpoint on ethical or ecological issues. What was once a purely functional, simple cardboard box has therefore become a powerful tool. Packaging is even more crucial when it
comes to launching a new brand or product range, with the power to make or break a sale. According to research agency AcuPoll, as many as 95 per cent of new products introduced to the market each year fail. Most consumers don’t have the time or inclination to weigh up the pros and cons of different products when doing their weekly shop, so often default to their usual choice unless something in particular catches their eye. “Packaging is a brand’s key opportunity to
make a positive lasting impression on consumers. Shoppers’ first impressions stick with them, so it’s vital to get the very first interaction right. How a product is presented immediately tells the consumer both what a brand can offer and how it positions itself, be that luxury, environmentally-aware, healthy, indulgent; almost anything can be communicated
Consumer concern for the environment is at an all-time high
through packaging” says Joanne Offord, BoxMart’s managing director. Given its huge yet often overlooked
importance, it’s perhaps not surprising that working in packaging is a source of pride for Joanne: “Not so long ago the list of ‘respected’ professions was pretty limited, such as bankers, lawyers and priests, but things are changing and their elevated status has somewhat fallen by the wayside now! Instead professions that involve creativity, skill and passion are coming to the fore. The packaging profession is all about creativity and my colleagues in the industry are some of the most innovative and forward thinking people I know. Packaging is a highly diverse sector, with opportunities across the supply chain in design, technology, product development and much more, presenting a vast array of opportunities for different careers. “Though there has been some controversy around packaging generally in recent years, I think the industry is starting to communicate its value to the public, as well as striving to address their sustainability concerns. Take corrugated packaging for example, it’s associated with values of strength, versatility, durability and renewability; who wouldn’t want to be associated with that?” Corrugated packaging is
highly versatile. It can be used to create packaging of almost any shape or size, from sturdy transport and e- commerce boxes to highly decorative gift packs and everything in between. When used alongside carton board it allows for great constructional design, enabling brands to create
convertermag.com
imaginative and attention-grabbing packaging that helps products stand out from the competition in today’s highly competitive retail marketplace. “Switching from more traditional options
to paper-based packaging can bring a wide range of benefits,” comments Joanne. “For example, we are finding many of our craft beer clients are moving away from conventional plastic packaging for can multipacks and instead opting for boxes. This switch provides a sturdy and convenient option, as well as a huge increase in space for design, product information and other brand messaging, not to mention the sustainability advantages.” Consumer concern for the environment is at an all-time high, shining a bright spotlight on product packaging. With widespread uncertainty amongst the general public around plastics, opting for paper-based packaging offers an easy way for consumers to feel they’re playing their part. “Paper-based packaging can be easily
recycled, so doesn’t face the same end-of- life management problems as some other substrates, and is largely made up of recycled material itself, further enhancing its sustainability credentials. Work of organisations such as the Forest Stewardship Council also helps to ensure materials are responsibly sourced and the impact on forest ecosystems is minimised. Joanne adds: “Sustainability and versatility are just some of the elements playing a key role in the packaging industry today, affecting not only our choice to work with paper-based materials due to the benefits they deliver but also our designs themselves. Changing market factors and consumer needs mean there’s always a challenge to be solved or new technology to explore affording those in the industry near limitless space for innovation and creativity. I’m proud to be a packaging professional and look forward to seeing what
the future holds as the sector continues to grow and develop.”
boxmart.co.uk June 2019 29
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