Europe's most popular communications, PR
and media conversation

This week's chat

Latest CommsBlog

Tags

April 1, 2014 Transcript of #CommsChat on packaging design

Earlier this year, the U.S. made the decision to redesign its nutrition facts label, a requirement on food and drink packaging. Europe subscribes to looser regulations about packaging, yet in each case, packaging designers have to work within both the constricts of government regulations and the needs of the food or drink company itself.

In last week’s chat, we were joined by Toby Southgate (@tobyrolla), CEO Americas, Maria Trindade (@Mariaptrindade ), senior consultant for Brand Union, UK and Stephanie Landry (@Steph_A_Landry), design director at Brand Union’s New York office.

Some highlight tweets:

  • @Mariaptrindade  While some mislead with portion sizes, others such as Innocent use labels as an opportunity to do some brand-building
  • @tobyrolla  packaging is a primary touchpoint in driving consumer engagement – it should represent brand strategy and key equities
  • @TimElliottUK  on child targeted food , I like the use of fun facts and tying them into entertaining / educational health things
  • @Steph_A_Landry With more awareness to allergies and sensitivities, nutritional info is more relevant than ever.
  • @Mariaptrindade I believe it’s also the responsibility of F&D brands to educate consumers – albeit in a fun way

The full hour:

 

  1.  15h

    Read her piece for on innovating for health here:

    Expand

  2.  15h

    Tess Wicksteed says that design is helping to evolve the confectionary market, connecting consumers to healthier offers.

    Expand

  3.  15h

    Innovative design is changing the visual language around food, exposing new demographics healthy living.

    Expand

  4.  15h

    Packaging has a huge role to play in the future of health.

    Expand

  5.  16h

    snap! You might like this too

      View photo

  6.  16h

    Signing off now. See you all next week! G’night

    Expand

  7.  16h

    awesome .. I’ll be following in a sec …. 🙂

      View conversation

  8.  16h

    Thanks to and for their insights tonight!

    Expand

  9.  16h

    digitalblondeKaren on Instagram, digitalblonde on Pinterest. gets bigger everyday. Loving it!

     View conversation

  10.  16h

    And that’s the hour folks. We’ll have the recap tmrw AM. A hearty thanks to our friends at for their time & expertise

    Expand

  11.  16h

    evolving core brand equities – where brands can do so credibly – to better reflect consumer wants / needs

     View conversation

  12.  16h

    A great opportunity to leverage social media. I love the idea.

     View conversation

  13.  16h

    Perhaps links to further info online etc. as well?

    Expand

  14.  16h

    To help people make better choices, it’s about much more than numbers and %s. It’s about motivating & making it fun

     View conversation

  15.  16h

    agreed! looks like a fun read

     View conversation

  16.  16h

    well so it does 🙂 … Your on fire tonight ith links at your finger tips 😉

      View conversation

  17.  16h

    Maybe a simple rating system that appears small on FOP and links to nutrition info BOP?

    Expand

  18.  16h

    If standardised FOP labelling was made mandatory for everyone, it would help people compare products

     View conversation

  19.  16h

    I think you might enjoy this read. Made me smile

      View summary

  20.  16h

    Final topic: What can the sector as a whole (or maybe the healthcare sector?) do to communicate more effectively on packaging?

    Expand

  21.  16h

    I think they are trying

     View conversation

  22.  16h

    new regs so far are limited to BOP so not directly, at least in relation to a brand’s core visual equities

     View conversation

  23.  16h

    yeah that looks good:) … Thanks 🙂

      View conversation

  24.  16h

    Universal would be good … even if it’s a traffic light system on the base/top so people can tell while browsing

      View conversation

  25.  16h

    . how will that change the approach to design in general? or will it?

     View conversation

  26.  16h

    Not many brands go beyond packaging to help consumers be healthier e.g. motivational games / self-tracking tools

     View conversation

  27.  16h

    yes, they’ll have to, over time, adopt new regs mostly to do with sizing of nutritional info on BOP

     View conversation

  28.  16h

    . me too. Looks interesting!

     View conversation

  29.  16h

    I’m interested to see the results of this

     View conversation

  30.  16h

    From what I read, it’s about reflecting how Americans ACTUALLY eat – shows nutritional info of realistic portion sizes

     View conversation

  31.  16h

    I think many brands and organisations have been trying the education thing. Lots more needed

     View conversation

  32.  16h

    Every brand is different, and all communication should be conveyed through the lens of that brand.

    Expand

  33.  16h

    yeah That could be the answer , could the retailers back up or add something o the equation?

      View conversation

  34.  16h

    ie, have they begun to or will they have to do things differently?

    Expand

  35.  16h

    T5: How has the recent US nutrition facts redesign impacted food and drink companies?

    Expand

  36.  16h

    education of the consumer so everyone has basic knowledge , if it’s down to the manufacturers, retailers or gov ?

      View conversation

  37.  16h

    I believe it’s also the responsibility of F&D brands to educate consumers – albeit in a fun way

     View conversation

  38.  16h

    Iconography and concise information treatments will always go far. Allowing breathing room for information can help

    Expand

  39.  16h

    challenging in some environments – “why would I do that when I could use the space for another (benefit) claim”

     View conversation

  40.  16h

    . education on the part of F&D sector?

     View conversation

  41.  16h

    t4 … I think it’s more about general education than design

      View conversation

  42.  16h

    there’s lots that COULD be done. We’re in constant discussion with clients’ design and marketing teams on HOW to do it

     View conversation

  43.  

     

     16h

    1) Be 100% simple and clear, 2) Don’t mislead with claims, 3) Think about how people actually consume

     View conversation

  44.  16h

    T4: Are there measures designers can take 2 make it easier for cust. 2 understand what’s included in product/make better choices?

    Expand

  45.  16h

    Good idea! I think that apps are making this kind of tracking possible

    Expand

  46.  16h

    do you think the new food labelling law will improve things?

    Expand

  47.  17h

    . THAT would be great. I’m a lactard and constantly search EVERYTHING on packaging for allergy info

    Expand

  48.  17h

    “: What kind of game? ” you could do a social game like “run keeper” beat your previous week etc ?

      View conversation

  49.  17h

    With the increasing importance of protein/satiety in weight control, calories are less relevant for many consumers.

     View conversation

  50.  17h

    With more awareness to allergies and sensitivities, nutritional info is more relevant than ever.

    Expand

  51.  17h

    Yup … My daughter ( age6) already aqua freshens as proof 😉

      View conversation

  52.  17h

    bad me!

     View conversation

  53.  17h

    and also, the corporation BEHIND the brand they’re buying into – full transparency, no hiding place for poor behaviour

     View conversation

  54.  17h

    People tend to find it confusing. They focus on the simplest things like the traffic light system.

     View conversation

  55.  17h

    don’t forget the hashtag!

     View conversation

  56.  17h

    RT : lots for me – on an allergen free diet at the mo 🙁

    Expand

  57.  17h

    increasing all the time – people care more and more about diet, health, wellbeing, the battle against sugars…

     View conversation

  58.  17h

    Often it’s just a large amount of copy or even duplicate nutrition panel. Very challenging for designers.

    Expand

  59.  17h

    What kind of game?

     View conversation

  60.  17h

    People don’t like doing maths all the time.

     View conversation

  61.  

     

     17h

    Creating a game to motivate people to ‘burn it to earn it’ takes the bore out of ‘being good’

     View conversation

  62.  17h

    love that Tim – check out the world of Aquafresh Kids

     View conversation

  63.  17h

    Let’s take a look at T3: What role does nutritional info and the like play in consumer choice?

    Expand

  64.  17h

    . What a great idea!

     View conversation

  65.  17h

    Connecting nutritional information to real life would help consumers i.e. ‘eat 3 of these as a snack’ vs 150 calories

     View conversation

  66.  17h

    powerful visual equities, semiotics can transcend language and cultures – is red and white

     View conversation

  67.  17h

    on child targeted food , I like the use of fun facts and tying them into entertaining / educational health thingd

      View conversation

  68.  17h

    For instance using natural lighting in food photography on pack vs illustration can communicate “health”

    Expand

  69.  17h

    They can’t, coz they know that they aren’t making totally healthy food. Remember KFC.

     View conversation

  70.  17h

    maybe, but there would be something incredibly disingenuous about eg onion rings pushing better consumer habits

     View conversation

  71.  17h

    Packaging is crucial for communicating your point of difference among a crowded marketplace.

    Expand

  72.  17h

    Simple and fun data visualisation can be powerful – I love from our friends at Digit

     View conversation

  73.  17h

    . interesting, I hadn’t even thought of language/cultural differences!

    Expand

  74.  17h

    YES it’s always been a struggle. Especially when you’re working with multiple languages.

    Expand

  75.  17h

    I’ve heard that food concerns in both countries are different. That may explain it?

     View conversation

  76.  17h

    packaging is a primary touchpoint in driving consumer engagement – it should represent brand strategy and key equities

     View conversation

  77.  17h

    In what ways can a brand communicate better about health and nutrition via packaging?

    Expand

  78.  17h

    Even if the product is undeniably ‘bad’, there are so many things brands can do to promote better consumption habits

    Expand

  79.  17h

    Exactly. I think there’s more information that should be communicated clearly in a standardized way.

    Expand

  80.  17h

    Joining in as there is a food and health theme 🙂

    Expand

  81.  17h

    RT : I agree packaging often conveys an impression of health that isn’t always reflected in the nutritional info

    Expand

  82.  17h

    We’re already kind of addressing T2: Why is packaging an important tool for companies in the food and drink sector?

    Expand

  83.  17h

    . is that difficult/restricting for designers?

    Expand

  84.  

     

     17h

    There should be opportunities to harmonize with design while adhering to the essence of the standardization

    Expand

  85.  17h

    . true. Many use the opp. to communicate about sustainability or even express brand personality

     View conversation

  86.  17h

    agreed…there’s a whole trend in consumer behaviours that brands have an opportunity to embrace

     View conversation

  87.  17h

    It looks like it could make a difference, but then, it excludes some impt things (like origin of food)

     View conversation

  88.  17h

    While some mislead with portion sizes, others such as Innocent use labels as an opportunity to do some brand-building

     View conversation

  89.  17h

    Let’s see how that works out

     View conversation

  90.  17h

    is happening now. Take part via hashtag.

    Expand

  91.  17h

    I wasn’t aware that BOP labelling isn’t mandatory, I’m surprised!

    Expand

  92.  17h

    . how big of a role does design play when it comes to consumers making choices about food?

    Expand

  93.  17h

    welcome to the acronym-laden brand strategy and design business! apologies on behalf of all of us…

     View conversation

  94.  17h

    From experience in US/UK, it is frustrating to try and find info that I’m used to from American companies on British packaging

    Expand

  95.  17h

    Instead of seeing it as a burden, brands should embrace the high levels of consumer engagement with health

     View conversation

  96.  17h

    RT : welcome to the acronym-laden brand strategy and design business! apologies on behalf of all of us involved…

    Expand

  97.  17h

    Sure – BOP is just back of pack and FOP is front of pack

     View conversation

  98.  17h

    PSA: please don’t just reply to us, use the tag so everyone can see your tweets. PSA over.

    Expand

  99.  17h

    RT : Sure – BOP is just back of pack and FOP is front of pack

    Expand

  100.  17h

    Maria, can you explain the differences btw BOP and FOB?

    Expand

  101.  

     

     17h

    RT : Evening! BOP labelling will become mandatory in 2016 in the UK. FOP labelling is currently voluntary.

    Expand

  102.  17h

    please use the tag!

     View conversation

  103.  17h

    If you missed the news, the US just redesigned its nutritional facts to make it easier to use by consumers

    Expand

  104.  17h

    Hello there 🙂

     from South Derbyshire, Derbyshire

  105.  17h

    T1: What regulations are in place re: packaging in the UK, Europe and US? Are companies impeded or helped by such regulations

    Expand

  106.  17h

    Hello all!

    Expand

  107.  17h

    Hi Tim! Welcome back!

     View conversation

  108.  17h

    Evening 😉

      View conversation

  109.  17h

    They are and . If you’re joining us tonight, plz use the tag to take part

    Expand

  110.  17h

    : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

    Expand

  111.  17h

    We’ll be joined by some folk who’ll discuss packaging, nutrition and design in the food and drink sector .

    Expand

  112.  17h

    It’s Brittany here from Communicate with Emily joining in on her first . But enough about us…

    Expand

  113.  17h

    Evening all. Do we have a for you tonight!

    Expand

 


See what others are talking about "Brittany Golob"

: , , , , , , , , , ,

Comments

No comments yet.

Leave a comment

 
#CommsChatGet updates