How does the packaging design process progress, Ilkka Harju?
Its concept is based on a comprehensive understanding of the value chain. The aim is to find the right material for the packaging solution being designed as quickly as possible. The material must have sufficient performance for the intended use. After this, we consider the other stages of the value chain, from the production of the packaging through the transport chains to the store shelf and the consumer. Sometimes we may conduct consumer testing of the packaging with the brand owner before the new product and its packaging are even on the market. At best, this is all part of the packaging design process.
We also need to optimize the usability of the packaging. We all have examples of packaging that is difficult to open. Well-designed packaging should be easy to open and reseal when necessary.
How does the need for durability affect material choices?
The trend is to find alternative packaging solutions based on renewable materials for plastic packaging. We organize around 40 workshops in our competence center every year and I dare say that in over 70 percent of them, alternatives to plastic packaging are sought. Brand owners have a clear goal to find more packaging solutions that are made from renewable materials and easy to recycle.
How can recycling be made easier?
Clarity of packaging labels is key. Consumers must be able to clearly tell how the packaging should be recycled. If the packaging is made of multiple materials, the different components must be easily separated so that they can be recycled in their own fractions.
The recyclability of the packaging is also facilitated by a mono-material solution, i.e. it does not use multiple materials. The design of the packaging structure can also make it easier for the consumer to recycle the packaging, as, for example, easily flattened packaging is easier to fold at a paper/cardboard recycling point. Innovative packaging design can also find packaging solutions that minimize the use of glue.
What does Metsä Group's new Muoto concept bring to packaging?
Sometimes packaging made of cardboard is subject to limitations from a product design perspective. Metsä Group's Muoto concept enables more demanding 3D shapes with its technology, for example the production of multi-compartment food trays. I believe that the Muoto concept can at its best expand the options for food packaging. At the same time, it can offer completely new options for more expensive category products with new types of packaging interior parts.
