When Innovation Seems Out-of-Scope

UK innovation experts, The Future Laboratory, are publishing a report this April 21st called Food Futures, in which they examine the barriers to innovative packaging design

As many manufacturers look to the future of packaging, more questions than solutions are being raised as every substantial change in material and technology comes paired with enormous re-tooling costs.

While some companies have found worthwhile return on their investment in packaging innovation (Starkist’s resealable tuna pouches come to mind), many simply don’t see value in the risk when trends and customer demand can change again, seemingly overnight.

Which brings us to the lateral move in innovation. Not implying that inconsequential changes are called for, rather, packaging innovation exists outside the physical structure or consumer-facing design of packaging. As the definition of packaging design expands to include examining resources, processing, distribution and supply chain management, designers have the opportunity to do something even more remarkable and influential, albeit less sexy.

A strategic approach to design looks for the opportunity not only to make something new, but re-make existing products and packaging. The glass bottle that’s been manufactured for nearly a century, isn’t poised for re-invention as much as it is for perfection. With an increased concern for shipping weight, degradability and overall sustainability, the glass bottle is undergoing a renaissance, not replacement.

Designers are finding new way to lite-weight glass using advanced 3-D modeling technology and a technique called narrow-neck press and blow that produces bottles with a more even glass distribution and increased control of the shape and temperature of the parison.

The costs savings through resource and shipping weight reduction alone can be staggering for a large manufacturer. Extending to consumer benefits and marketplace differentiation are more subtle, but still achievable with the right positioning and brand connection. Method, for example, seem to have hit the right balance between environmental and consumer benefit with their recent introduction of soft-pack hand-soap refills.

Innovation designers will always aim far. But with an understanding of the business value design can create through strategic thinking and planning, innovative packaging design can focus on a wider range of available ROI, and truly impact the future of consumables.