A package might look great on the shelf, but if it falls apart when you pick it up or bring it home, it's clearly not doing its job. Designing packaging is an exciting blend of creativity and practicality, where each decision affects essential factors like customer experience, the environment, and brand perception.
Decisions that matter
Our customers can bring us their packaging challenges and visions, and we'll assist them in creating and testing new fresh fibre alternatives, ensuring we find the optimal solution for their products and operations.
When I gather with our team of designers at our Metsä Board Excellence Centre in Äänekoski, Finland, we pay close attention to every aspect of the design, from the strength of the materials to the ease of opening and closing and even how the package will be disposed of. Our goal is usually straightforward but not always simple: to find the perfect balance between form and function.
We ask ourselves countless questions: What materials should we use and how much? What considerations should be taken during the manufacturing phase? How will the product be placed inside? How will it be handled and shipped? What will make it stand out on the shelf? How convenient will it be to recycle the package?
It's a detailed process, but one that's essential for designing a packaging solution that not only looks great but also performs well under real-world conditions.
Expressing brand values through design
At its core, packaging design is about creating an experience that resonates with consumers and leaves a lasting impression. Whether through innovative graphics, vibrant colours, or clever structural designs, packaging offers an opportunity to connect with consumers on a deeper level.
Consumers want brands to align with their values and every aspect of a product’s packaging speaks volumes about a company’s promise and its commitment to sustainable practices. That's why our design team is constantly exploring ways to minimise the environmental impact of our packaging designs while still allowing brand owners to showcase their unique identities. We often tell our customers that efficiency doesn't mean sacrificing style. Redesigned packaging with a lower climate impact can be just as visually striking and memorable as traditional packaging.
The next time you encounter a beautifully designed package, take a moment to appreciate the thought and effort that went into it. Behind every great package is a team of dedicated designers who understand that every little detail matters.
DID YOU KNOW?
Metsä Board paperboards, made of fresh and strong wood fibres, can be recycled several times and raise the quality of fibres already in circulation, making them an ideal material to support a circular economy.
82.5% Paper and paperboard packaging are the most recycled materials in North America and Europe, with a recycling rate of over 82.5% (Source: Eurostat, EPA)