Package Design - November 2013 - 4

FROM THE EDITOR

by LInDa casEy

Eco, social and a
long-awaited result

elcome to our annual sustainability issue! Inside you'll find a
Package Design first. We worked with Vision Critical to create
original research on consumer perceptions and eco package
design. The study (page 32) gives material-neutral insight into how much
consumers value eco packaging, how designers can optimize their on-pack
message about a package's eco attributes and which target markets respond
best to eco-centric design.
This is paired with a Design Tech feature on eco design that looks at how
keeping an eye on end-of-life options for your packaging can help brands
win customers from the start. We examined packaging, recycling and consumer behavior research on package lifecycle, consumer behaviors at both
the end-of-life of a packaged good as well as the point-of-purchase, and how
consumer recycling behavior affects the availability and price of sustainable
packaging material.
The article, which starts on page 24, complements this year's sustainable
package design webinar well. If you haven't registered for the event, visit
www.packagedesignmag.com/sustain. It's free to registered attendees. In the
webinar, Derrick Lawrence of Seventh Generation explains his company's
work with the Sustainable Packaging Coalition's HOW2recycle project. The
HOW2recycle initiative has great potential to decrease the number of spent
packages that are landfilled and increase recycling rates-making recycled
materials more affordable and available as well as potentially reducing our
dependence on oil for new plastics.
Knowing that doing good by the earth includes treating all its inhabitants
well, we also detail the redesign of HopeGel's packaging on page 20. The
redesign work was donated by The Goldstein Group. The redesigned packaging is making it easier for the HopeGel Project, which is run by EB Performance and a collective of doctors, food scientists and nutritionists, address
severe acute malnutrition in children.
And for everyone who's been following our 10th annual Makeover Challenge, sponsored by Hazen Paper Company, we spotlight the winning design
and the characteristics that help win votes. Turn to page 16 to check out the
results, and as always, thank you for reading!

sTay In TOucH wITH us by:
Email: linda.casey@stmediagroup.com
LinkedIn: Package Design Magazine
Facebook: Packagedesign Mag
Twitter: packagedesignmg (no "a" in "mg")

NOVEMBER 2013

11262 Cornell Park dr.
Cincinnati, Oh 45242

Editorial dEpartmEnt
EditOR-iN-ChiEf
Linda Casey
linda.casey@stmediagroup.com
EditORiaL assistaNt
Kara dunford
kara.dunford@stmediagroup.com
aRt diRECtOR
don heyl
don.heyl@stmediagroup.com
PROduCtiON COORdiNatOR
Linda Volz
513-263-9398
linda.volz@stmediagroup.com
SalES dEpartmEnt
PuBLishER
Julie Okon
317-564-8475 / fax: 513-744-6909
julie.okon@stmediagroup.com
CorporatE Staff
PREsidENt
tedd swormstedt
audiENCE dEVELOPMENt diRECtOR
Christine Baloga
PaCKagE dEsigN suBsCRiPtiON sERViCEs
P.O. Box 1060
skokie, iL 60076
P: (847) 763-4938
f: (847) 763-9030
Pd@halldata.com
REPRiNts / E-PRiNts / PLaquEs
Mark Kissling
513-263-9399
mark.kissling@stmediagroup.com

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Package Design - November 2013

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