As pottery-makers and glass blowers have known for thousands of years, the shape of a container is a powerful art form, says George Caplea, executive vice president of global business development for Constar Inc., Trevose, Pa.
In the grocery aisle, the competition can be fiercer than a finale of “Project Runway,” the fashion design reality TV competition. Products are lined up next to their competitors with little to no opportunity to express why they should be the consumer’s choice. In food, drug, convenience and mass merchandise channels, one of the best ways to grab the consumer’s attention is with packaging design.
The role of caps and closures has been to seal and preserve the product inside. But as the years go on, that job description keeps getting longer and longer. Beverage-makers are looking for tops that reflect their brand; keep the environment in mind; offer color, printing and form options; provide ease of use for consumers; showcase innovation; and maintain product integrity and safety.
Brands on the shelf are allotted only a short period of time to grab shoppers’ attention and convince them to purchase the product. Most purchase decisions are made in a split second, according to Tobii Technology, Danderyd, Sweden.
Imagine opening a cooler full of bottled soft drinks, water and beer only to find the labels peeling off or disintegrating. Labels are expected to hold up against environmental factors like water, ice and hot or cold temperatures. When they don’t, it can reflect poorly on the product. And if this happens at retail, it could even deter a consumer from purchasing the product.
Industry stakeholders work to increase recycling rates
October 14, 2011
The phrase “reduce, reuse, recycle” that children are taught in elementary school is among the numerous messages designed to educate consumers about recycling efforts. But even with the many ways to inform people about recycling, associations, manufacturers and beverage companies continually work to spread the word about programs and initiatives.