The 8 rules of conscious packaging: functional packaging

Conscious packaging cannot avoid a fundamental characteristic: being functional. Functional literally means “that responds optimally to the functions for which it was designed”.

In the packaging world “functional” implies a very specific concept. Does packaging make the product easy to use? Does it help the consumer using the content? Does it provide information on the product and its correct use? Is it easy to close, to allow us to leave the product in the packaging even after opening?

For many products, packaging becomes a tool of use and this implies that it has certain characteristics.

Let’s just think of cookies: today they are often sold in paper bags with a resealable label, which allows them to be kept in their packaging. In the past, however, the biscuits were sold in a tin box that served as a container.

Once finished, the box remained and was filled with other biscuits, maybe homemade. Or it was used to preserve other things: from cooking spices to old photographs.

Functional is therefore concerning the very function of the packaging and must simplify the use of the product, its preservation and possibly also the transport. Without ever forgetting the other rules, as being necessary, sustainable, nowaste and reliable.

Funcionality, graphics and materials

A functional packaging, to be such, requires a thorough analysis. A project that starts from the function that is requested to that packaging, also keeping in mind the graphics, the structure and the research of materials.

Finding a functional solution involves field research, to evaluate existing products and their packaging, consumer response and negative feedback.

Let’s take, for example, cereal energy bars, a consumer product that we all know. The majority has an easy opening with a red tab that allows you to open the upper part of the casing and eat the bar keeping it inside the package.

A detail that we take for granted but that opening allows us to eat the bar without getting our hands dirty: it is therefore, undoubtedly, a functional packaging.

And here we come to the collapsible aluminium tubes. For certain products this packaging proves to be the most functional of all. For example, for a toothpaste, a hand cream, a sweet or savory sauce.

The tube allows us to squeeze the contents directly where we need it: on the toothbrush, on the hands or on the plate. Without using any tools and without dirtying. A feature that goes hand in hand with two others very important: being nowaste and being reliable.

Collapsible aluminium tube is funcional

The collapsible aluminium tube therefore fully reflects the rule number 5 of conscious packaging, that is being functional. But we can go further.

Functional can also mean giving answers to consumer needs before, during and after using a product. With the implementation of the StealthCode© technology, the collapsible aluminium tubes can communicate with the consumer through the smartphone, an object that today we all have in our pockets 24/24.

A code invisible to the human eye, printed on the entire surface of the tube (non-invasive to the graphic), is scanned by the special mobile app and link to online content of various kinds.

Advice on using the product, how-to videos, information on conservation, news about the brand, numbers and useful info. So much information that could not physically find space on the packaging, unless you have a package so cumbersome as to become unmanageable, uselessly expensive and certainly not sustainable.

What about the packaging of your favorite products? Is it really functional?

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