COP 3 - The Evolution of Packaging

https://medium.com/digital-packaging-experiences/the-evolution-of-packaging-57259054792d

The Evolution of Packaging

Chapter 03 — How innovations shaped packaging over 150 years

Product packaging plays several important functions which enable commerce and trade. The functions of modern day packaging go beyond containing, protecting and preserving products. It also includes functions to communicate, promote and transact products. Packaging provides several visceral cues designed to affect consumers perception of the product and influence their behavior.

These functions are considered normal today, but it took over 150 years for product packaging to evolve into a carefully designed artifact that integrates multiple functions of commerce into a thin film wrapped around products. Growing competition and continuous technological innovations have shaped the evolution of packaging since 1860s.

As we researched key technology and material innovations during this vast period, it became evident that these developments revolved closely around cultural phenomenon and consumer behaviors prevalent around given time periods. So we sectioned our analysis across 6 time periods and mapped the technological developments against cultural developments.

This approach provided unique lenses to look at the history of packaging and revealed very interesting perspectives on where things stand today and how we can design better for the future of packaging.

ndustrial revolution created a sudden demand for better products as trade flourished and more goods became available to consumer. Since materials were expensive, packaging was limited to luxury goods only. The period during and after WWI saw a remarkable number of packaging innovations like molded glass, cardboard boxes, metal cans, and cellophane that made packaging commonplace. This pushed manufacturers to establish an identity to sell to consumers.

The Great Depression marked the rise of supermarket culture and it drastically changed distribution and consumption patterns worldwide. This behavioral change of self-service model called for packaging to assume the role of a ‘silent-salesman’.Post WWII consumerism enjoyed the conveniences offered by the single use-and-throw materials that heralded with the discovery of aluminium foil, and plastics.

The rise of digital technologies in later half of 20th century allowed businesses to scale rapidly and become global. With unprecedented competition, packaging came to be the way of differentiating product on the shelf. As much as packaging has become essential to the business, it is also recognized as a threat to the environment. And hence much research continues not just to find new materials, but also to find optimal and sustainable solutions.

In last couple of decades, advances in personal computing, and mobiles have significantly transformed consumer behavior and thus their expectations. With access to information every time, every where, they value engaging experiences that provide a utility or novelty. Since the birth of barcodes, many digital technologies have continually been tested to bring reforms to retail experiences. And once again product packaging is at the center of these developments.

With the rising notion of the Internet of Things, coupled with advances in mobile computing, RFID, Augmented Reality, and Biosensors, we are at the tipping point where delightful digital experiences will position product packaging as an ESP or Emotional Selling Point.