What to consider when designing food packaging

Dr Eli Gray-Stuart.

Dr Eli Gray-Stuart is a Senior Lecturer in Packaging Technology at Massey University and a key member of the New Zealand Food Awards judging panel. As a packaging subject matter expert, Dr Gray-Stuart has produced a white paper article to provide food and beverage manufacturers with key considerations when designing packaging for their product.

Food packaging plays a crucial role beyond just holding the product; it impacts food quality, safety, and consumer experience.  Before you dive into material selection or design, it's important to understand the four fundamental functions of packaging: containment, protection, convenience, and communication.

1.         Containment

Packaging should be constructed and sealed to prevent loss of contents or leakage. This is somewhat implicit, however, issues with material and food compatibility or forming and sealing machinery operations can result in defects with foods leaking in transit or on the retail shelf, this is most common around seals and closures.  Containment also means having effective barrier properties to prevent transfer of volatiles or odours from the food to the environment.  Keeping several primary packaging units together. For example, a six pack of cans or a pack of plastic pottles in a paperboard sleeve. If the sleeve is not fit for purpose this can result in primary pack dislodging or becoming lost.

The consequence for failing to fulfil this basic function typically ranges from innocuous to major inconvenience. However, for many perishable products a leak in the packaging means potential ingress of oxygen which could result in potentially harmful microbial growth.

2.         Protection

Packaging needs to protect the food from the environment and prevent or reduce changes in the food which can affect its quality attributes, organoleptic properties or present food safety issues.  Packaging also protects or conserves the embodied energy in a product and packaging that reduces food waste lowers the environmental impact of the food across its lifecycle.

To optimise packaging to extend the foods shelf life we need to understand how a food deteriorates or the mechanisms of spoilage. What is the food susceptible to? For example, can you define how much moisture or oxygen the food can absorb before it will fail some quality attribute meaning it will not be acceptable to the consumer. Knowing this alongside the production process and storage conditions can inform material selection, provide a wider range of options and prevent over packaging of the product.

3.         Convenience

Packaging plays an important role in meeting consumer demand for convenience. This is multi-faceted and includes consideration for such things as ergonomics, portion size, resealibilty and secondary shelf life – how long a product will last for once it is opened. Many products can benefit from smaller portion sizes, especially perishable foods. This is convenient for the consumer and helps reduce food waste. A good example is cold cut meets purchased from the deli, which last around four days in the fridge compared with cold cuts sold in various thermoformed modified atmosphere packaging (MAP) which last unopened for over a month. MAP maximises shelf life and in conjunction with a range of serving sizes to suit different consumer requirements reduces food waste.

4.         Communication

The packaging must convey important information about the product, which includes such legal requirements as the product name or description, weight or volume, ingredients and allergens, nutrition information panel, best before or use by dates. Labelling can also inform the consumer of how best to use or store the product and how best to dispose of the packaging after use.  

A secondary aspect of communication involves all the visual elements of the label, as well as the material and shape or conformation of the package. The package provides an opportunity to act as a silent salesman and add value to the product. Enticing the consumer to make an initial purchase or ensuring repeat purchases.

With these packaging functions in mind, more broad design concepts can be considered which include accessibility, sustainability and consumer appeal.

Designing for Accessibility

Accessibility and inclusivity in packaging is often overlooked but packaging can be designed with all consumers in mind. People with arthritis or limited dexterity often have difficulty with packaging.  A survey [1] of consumers over the age of 60 found nearly a quarter of respondents had problems with peelable induction seals, the kind typically found on HDPE milk bottles. There were numerous other problems reported including label printing being too small, general difficulty with opening lids, resealing problems with zip lock bags, glass lugs, and continuous thread closures. Some examples to keep in mind:

Easy-open features: Choosing packaging that doesn’t require excessive force or tools to open. This can be as simple as a pouch having a clearly marked tear notch for easy opening instead of requiring scissors.  

Clear instructions: Instructions should be straightforward and easy to follow catering to users of varying experience levels, knowledge, and skills. Pictograms can help convey messages universally.

Packaging New Zealand and Arthritis New Zealand have produced the Food packaging Design Accessibility Guidelines. This is an excellent resource which has guidelines covering the four common components of packaging, the container or packaging which holds the food contents, closure, opening feature and the label.  The guidelines provide numerous good and bad examples of accessible packaging features which are clearly illustrated and well explained.

Designing for sustainability

Consumers are increasingly sustainability focused and companies are responding. Many have signed the New Zealand Plastic Packaging Declaration or made similar pledges and committed to 100% recyclable, reusable or compostable packaging by 2025. With respect to recyclability, NZ now has standardized curbside recycling with all mono-material PET, HDPE and PP being collected in curbside bins nationwide.  This was another milestone after the phase out of several difficult to recycle single use plastic items and hard to recycle materials PVC and PS.

With the recent and ongoing changes sustainability can be murky ground to navigate for both consumers and manufacturers. Whilst striving for more sustainable outcomes it is imperative this is done in good faith and that false or misleading claims are not made which constitute “green washing”. Consumer NZ investigated environmental claims of common household products and found several had misleading sustainability claims. This is not a list you want to feature on.

Compostable packaging might sound like a panacea to plastic pollution, but it presents many challenges. There is a lack of infrastructure for composting and it usually ends up in the landfill or contaminating recycling streams. For most FMCG, compostable packaging is not the best option. The Ministry for the Environment has a position statementwhich discusses the pros and cons of compostable packaging and provides examples of when it is a viable option.

There are no silver bullets when it comes to material selection for sustainability. From a carbon footprint viewpoint, packaging that reduces food waste is most likely to deliver the most sustainable outcome.  This is because across the life cycle of a food product and its packaging, the packaging typically accounts for less than 4%[2] of the total carbon footprint. Thus, one key aspect to focus on is the design for recovery and correct end-of-use handling to prevent plastic pollution in the environment which is major global problem. This can be achieved by designing out components which may be less likely to be recovered or are not recyclable and using mono materials where possible.   You may have noticed that PET milk bottles do not require a small peelable induction seal which is used on HDPE bottles. Clear PET has the additional benefit of being recycled in a closed loop system within NZ where Pact Packagingrecycle up to 5400 tonnes annually back into food packaging.

Labelling and end-of-use instructions can increase the correct disposal of packaging significantly.  A WasteMINZ funded report in 2018 found only 40% of the those surveyed knew that the plastic ID code identified the material not recyclability. Only 58% of people correctly understood what the international recycling symbol meant – whether an item is recyclable or not.

The universal recycling symbol. Right: Resin identification code for PET.

Consumer understanding is getting better and labelling schemes like the Australian Recycling Label (ARL). The ARLis a labelling scheme which helps consumers recycle and dispose of packaging correctly and it can aid in the design of packaging that is recyclable at end-of-life.  Since being introduced it has significantly increased the recycling and correct disposal of packaging materials across Australasia. 

Australian recycling label icons.

Packaging design for consumer appeal

Designers and marketers spend years honing their craft, condensing a whole discipline into a couple of short paragraphs may be a fool’s errand. However, many companies starting out often do their packaging design in house with little design experience. Understanding a few key principals can make a difference. It is worth noting there are numerous excellent design agencies and individuals across Aotearoa who can work with companies to create the perfect package. The Australian Institute of Packaging (AIP) Packaging Innovation & Design awards  and the Best Design Awards NZ are worth looking at for inspiration. You might want to consider entering your packaging in one of the many packaging design categories.

Knowing your customer

Understanding the target market is an important first step. Questions to ask yourself are; what is the product, who is buying the product and how are people buying the product. Consider the demographics, preferences, and shopping behaviours of your consumers. Packaging design provides a visual means of communicating to the consumer. An awareness and appreciation of social and cultural differences can help understand how visual elements are communicated and interpreted.

Visual Hierarchy

Hierarchy is used to guide the consumer’s eye through a comfortable logical sequence.  This involves prioritising the most important elements of your design, such as the product name, key benefits, and brand logo. Use contrasting colours, varying font sizes, and strategic placement to ensure that these elements are immediately noticeable.

Clear and Simple

Simplicity is often the key to effective communication. Packaging should clearly convey what the product is, and why the consumer should choose it. It is generally best to avoid cluttered designs and overwhelming text which can disrupt the visual hierarchy.  Focus on a clean layout with clear, concise messaging. A strong, simple design can help the product stand out on the crowded retail shelf against its competitors.

Brand Consistency
Consistency across all packaging reinforces brand recognition. Use consistent colours, fonts, and design elements across your product range to create a distinct style and build a strong brand identity. Consistency helps consumers easily identify your products, fostering trust and brand loyalty. This also makes it more straightforward to expand the product range or introduce new flavours of a product.

References:

[1] Duizer, L. M., Robertson, T., & Han, J. (2009). Requirements for packaging from an ageing consumer's perspective. Packaging Technology and Science: An International Journal, 22(4), 187-197.

[2] ecoplus, BOKU, denkstatt, OFI (2020): Food Packaging Sustainability: A guide for packaging manufacturers, food processors, retailers, political institutions & NGOs. Based on the results of the research project "STOP waste – SAVE food". Vienna, February 2020