Cover
Title Page
About the Authors
Preface
Acknowledgements
Part I: Fundamentals of Packaging Design
1. 1 Introduction to packaging
  1. 1.1 Multiple functions of packaging
  2. 1.2 Packaging legislation and regulations
  3. 1.3 Packaging terminology
  4. 1.4 Packaging as a system
  5. 1.5 Packaging goes beyond a single discipline
  6. 1.6 Going multidisciplinary – packaging logistics
  7. References
2. 2 Sustainable development and packaging
  1. 2.1 Sustainable development goals
  2. 2.2 Three pillars of sustainable development
  3. 2.3 Looking back at the role of packaging
  4. 2.4 Misconceptions of packaging
  5. 2.5 Packaging contributions to sustainable development
  6. 2.6 Packaging contributions to sustainable development for supply chains
  7. References
3. 3 Designing packaging
  1. 3.1 The complexity of packaging design
  2. 3.2 Challenges of dealing with the complexity
  3. 3.3 Organizing and managing packaging design
  4. 3.4 Tools for packaging design
  5. References
Part II: A Packaging Design Compass for Sustainable Development
1. 4 Introducing the compass
  1. 4.1 Points of the compass
  2. 4.2 Users of the compass
  3. 4.3 How to navigate
  4. 4.4 The making of the compass – our methodology
  5. References
2. 5 The directions of the compass
  1. 5.1 Protection
  2. 5.2 Material use
  3. 5.3 Fill rate
  4. 5.4 Apportionment
  5. 5.5 User‐friendliness
  6. 5.6 Information and communication
  7. References
Part III: Practical and Illustrative Cases
1. 6 Product protection
  1. 6.1 Better quality grapes for the people
  2. 6.2 Cheap is not always the best: The citrus box
  3. 6.3 IKEA Ektorp sofas: Knock‐down boxing
  4. References
2. 7 Material use
  1. 7.1 Know and adapt your food packaging material
  2. 7.2 Can or no can? The Tetra Recart retortable package
  3. 7.3 Wine in glass or plastic bottles
  4. 7.4 Facing the orange juice brand
  5. References
3. 8 Fill rate
  1. 8.1 Detergent powder packaging: Less is more
  2. 8.2 Ice cream packaging: Brick or elliptic shape?
  3. 8.3 IKEA loading ledges: It’s not rocket science, but it is about space
  4. References
4. 9 Apportionment
  1. 9.1 Apportion for less product waste
  2. 9.2 Appropriate numbers in shelf‐ready packaging
  3. 9.3 The quantity of bottles in boxes
  4. References
5. 10 User‐friendliness
  1. 10.1 Pharmaceutical packaging: Does size matter?
  2. 10.2 Less frustration, less injury and less handling
  3. 10.3 TORK hand towels: Carrying to caring
  4. References
6. 11 Information and communication
  1. 11.1 How do you know if the milk is sour? An innovative sensor technique
  2. 11.2 Mobile communication through the package
  3. 11.3 Roll containers for dairy products: Connecting atoms and bits
  4. 11.4 What does the silent salesman do for a sustainable society?
  5. References
Afterword
Index
End User License Agreement

List of Tables

Chapter 01
1. Table 1.1 Examples of terms used for packaging.
Chapter 06
1. Table 6.1 Countries from where Swedish retailers import grapes during different periods.
2. Table 6.2 Illustration of the supply chain actors from South Africa to Sweden and their activities for different packaging levels.
3. Table 6.3 The impact (+ pros and – cons) on the three pillars of sustainability, on the suggested packaging design of table grapes.
4. Table 6.4 The impact (+ pros and – cons) on the three pillars of sustainability, from a reinforced cardboard box.
5. Table 6.5 The impact (+ pros and – cons) on the three pillars of sustainability, of the redesigned Ektorp packaging solution.
Chapter 07
1. Table 7.1 The impacts (+ pros and – cons) on the three pillars of sustainability, of selecting protective food packaging material.
2. Table 7.2 LCA figures for different primary packages and their space utilization in the packaging system.
3. Table 7.3 Collection rates (in recycling systems) of different packaging materials for retort packaging.
4. Table 7.4 The impact (+ pros and – cons) on the three pillars of sustainability, of the retortable carton package.
5. Table 7.5 The impact (+ pros and – cons) on the three pillars of sustainability, of PET in the wine supply chains.
6. Table 7.6 Handling time per litre (sec/litre) (Olsson and Györei, 2002).
7. Table 7.7 Evaluation on a 7‐point scale of packaging features (Olsson and Györei, 2002).
8. Table 7.8 The impact (+ pros and – cons) on the three pillars of sustainability, of the redesigned plastic pallet solution.
Chapter 08
1. Table 8.1 The impact (+ pros and – cons) on the three pillars of sustainability, of enhanced fill rate for the detergent powder packaging system.
2. Table 8.2 The impact (+ pros and – cons), on the three pillars of sustainability, of going from an elliptic to a brick packaging system.
3. Table 8.3 The impact (+ pros and – cons) on the three pillars of sustainability, of introducing loading ledges throughout IKEA’s product range and global supply chain network.
Chapter 09
1. Table 9.1 The impact (+ pros and – cons) on the three pillars of sustainability, from having 100 g packages for salmon filé, and more efficient secondary packaging.
2. Table 9.2 The impact (+ pros and – cons) on the three pillars of sustainability, of the fully loaded secondary packages.
3. Table 9.3 The impact (+ pros and – cons), of the suggested nine pack box system for Absolut Vodka, on the three pillars of sustainability.
Chapter 10
1. Table 10.1 The impact (+ pros and – cons) on the three pillars of sustainability, for Alvedon pill packaging with the current 20 pills per primary package instead of the previous 30.
2. Table 10.2 The impact (+ pros and – cons) on the three pillars of sustainability, of primary packaging with CDM applications.
3. Table 10.3 The impact (+ pros and – cons) on the three pillars of sustainability, of the redesigned packaging solution for TORK hand towels.
Chapter 11
1. Table 11.1 The impact (+ pros and – cons) on the three pillars of sustainability, for packages with biosensor for temperature indication.
2. Table 11.2 Packaging improvement potentials identified on markets A and B.
3. Table 11.3 The impact (+ pros and – cons) on the three pillars of sustainability, from an environmentalley marked‐adapted packaging (Market B).
4. Table 11.4 The impact (+ pros and – cons) on the three pillars of sustainability, of tracking and tracing roll containers at Arla Foods.

List of Illustrations

Chapter 01
1. Figure 1.1 The levels of packaging: primary, secondary and tertiary packaging.
2. Figure 1.2 The packaging system and its interactions among the packaging levels and the product.
Chapter 02
1. Figure 2.1 The UN sustainable development goals for 2015.
2. Figure 2.2 People, planet and profit for sustainable development.
3. Figure 2.3 Package that illustrates the necessary role of distribution.
4. Figure 2.4 Schematic environmental impact of overpackaging and underpackaging.
5. Figure 2.5 Total cost of product waste and packaging.
6. Figure 2.6 A generic food and packaging supply chain.
Chapter 03
1. Figure 3.1 Like an onion, packaging design has interrelated layers of needs and requirements.
2. Figure 3.2 Reliability of different consumer insight methods.
3. Figure 3.3 The KANO model.
Chapter 04
1. Figure 4.1 Packaging design compass for sustainable development.
2. Figure 4.2 The research methodology that resulted in the packaging design compass for sustainable development, inspired by Blessing and Chakrabarti (2009).
3. Figure 4.3 Assessment framework used in the illustrative cases.
Chapter 05
1. Figure 5.1 Typical apportionment decisions in packaging design.
Chapter 06
1. Figure 6.1 The PET, 500 g consumer package for table grapes, showing the circular holes for airflow.
2. Figure 6.2 An example of damage to Ektorp resulting from poor packaging.
3. Figure 6.3 The new structural box design for Ektorp.
4. Figure 6.4 The new, improved and implemented packaging system configuration containing three sofas.
5. Figure 6.5 Illustrations of how the packages can be placed and stacked.
Chapter 07
1. Figure 7.1 Undesired transfers between the surrounding environment and internal packaging environment.
2. Figure 7.2 Principle for aseptic carton filling.
3. Figure 7.3 The material set‐up in a Tetra Recart package.
4. Figure 7.4 Chickpeas packed in a metal retort can and in a flexible retortable carton package.
5. Figure 7.5 Cans and cartons in secondary packages.
6. Figure 7.6 The principle difference in transports (inbound and outbound from production) of retortable cans compared to Tetra Recart.
7. Figure 7.7 Sketches of the two designs: the traditional tray solution on the left and the redesigned layer solution on the right.
Chapter 08
1. Figure 8.1 Via 900 g primary packaging.
2. Figure 8.2 Illustration of the current Via detergent powder packaging system configuration: a) six layers of secondary packing units on a EUR pallet forming the tertiary package; b) eight secondary packaging units on a EUR pallet; c) one secondary packaging unit; and d) one primary packaging unit.
3. Figure 8.3 A Via detergent powder supply chain.
4. Figure 8.4 Illustration of the suggested Via detergent powder packaging system configuration: a) seven layers of secondary packing units on a EUR pallet forming the tertiary package; b) eight secondary packaging units on a EUR pallet; c) one secondary packaging unit; and d) one primary packaging unit.
5. Figure 8.5 A prototype of a suggested opening device.
6. Figure 8.6 Primary packaging for GB Glace 0.5 litre ice cream.
7. Figure 8.7 Secondary packaging for GB Glace 0.5 litre ice cream.
8. Figure 8.8 Illustration of the tertiary packaging system for GB Glace 0.5 litre ice cream. All measures are in millimetres.
9. Figure 8.9 Primary packaging for 0.5 litre SIA Glass.
10. Figure 8.10 Secondary packaging for 0.5 litre SIA Glass.
11. Figure 8.11 Pallets of SIA Glass at a distribution centre.
12. Figure 8.12 SIA Glass supply chain.
13. Figure 8.13 GB Glace supply chain.
14. Figure 8.14 A loading ledge.
15. Figure 8.15 How to use particle boards as supporting platforms with loading ledges.
16. Figure 8.16 Illustration of a 44% fill rate increase of a container.
17. Figure 8.17 Illustration of a unit load consisting of 500 loading ledges.
Chapter 09
1. Figure 9.1 Environmental impacts of salmon vs. green peas (all measures include growth and fishing/harvesting, which are referred to as “primary production”).
2. Figure 9.2 The 100 g and 400 g salmon packages evaluated.
3. Figure 9.3 The secondary packaging used for salmon.
4. Figure 9.4 How the tubes are stacked in the shelf‐ready secondary packaging.
5. Figure 9.5 The proposed stacking of tubes in the secondary packaging.
6. Figure 9.6 A pallet of secondary packaging containing 24 tubes as the new apportionment.
7. Figure 9.7 Illustration of the twelve pack box system configuration.
8. Figure 9.8 Illustration of a suggested nine pack box system configuration.
Chapter 10
1. Figure 10.1 Alvedon’s primary package before deregulation.
2. Figure 10.2 Alvedon’s new primary package.
3. Figure 10.3 Consumer packages suitable for the CDM application.
4. Figure 10.4 CDM applications for replacing traditional secondary packaging.
5. Figure 10.5 The old TORK hand towels primary and secondary packaging. The carry handles are not visible.
6. Figure 10.6 Generic supply chain for TORK hand towels.
7. Figure 10.7 The improved TORK hand towels secondary packaging solution.
Chapter 11
1. Figure 11.1 Graph of accumulated time and temperature peaks.
2. Figure 11.2 Temperature biosensor circuit and tag.
3. Figure 11.3 Difference in packaging size – Sony Ericsson vs. Nokia.
4. Figure 11.4 Arla Foods’ new roll container.
5. Figure 11.5 Rotation of the roll containers and the tracking identification locations. 3PL stands for third‐party logistics.
6. Figure 11.6 Package claiming that you get 33% extra, however, 33% or more is air.
7. Figure 11.7 PlantBottle claiming that up to 30% is made from plants and is 100% recyclable.
8. Figure 11.8 Label claiming the product to be organic and locally produced.
9. Figure 11.9 Package claiming organic cheese.
10. Figure 11.10 New separable package – “new smart packaging”.
11. Figure 11.11 Marketing saying buy more packages and save more.

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Cover image: Erik Andersson

About the Authors

Daniel Hellström is an Associate Professor in Packaging Logistics, www.plog.lth.se, at the Department of Design Sciences, Lund University, Sweden. He earned his PhD from Lund University in 2007. His research has appeared in journals including Packaging Technology and Science, International Journal of Physical Distribution & Logistics Management, Transportation Research Part E: Logistics and Transportation Review and Journal of Business Research. His research is characterized as multidisciplinary and is closely related to industrial practice. Specifically, he enjoys research regarding technology, retail, and logistics and supply chain management. He has been active in establishing the research platform ReLog (Retail Logistics), www.relog.lth.se, and the Centre for Retail Research at Lund University, www.handel.lu.se. He participates in several national and international research projects and educational programmes. He enjoys teaching Master’s students and executives, and supervising PhD students.

Annika Olsson holds the Bo Rydin Professorship in Packaging Logistics, www.plog.lth.se, at the Department of Design Sciences, Lund University. She earned her PhD from Lund University in 2006. Her research is mainly on user‐oriented packaging innovation and packaging development for sustainable development in supply chains and for society. Her particular research focus is on food and packaging supply chains, which she carries out in close collaboration with the related industries. Professor Olsson has had more than 15 years experience of working in the Swedish food and packaging industry. She is active in the management of the research platform ReLog (Retail Logistics), www.relog.lth.se, and the Centre for Retail Research at Lund University, www.handel.lu.se. Her teaching activities are related to packaging technology and development. Professor Olsson supervises Master’s and PhD students in the areas of packaging development, packaging innovation and packaging logistics. She has published research in journals including Packaging Technology and Science, Journal of Cleaner Production, Technovation, British Food Journal, International Journal of Logistics Research and Applications and The International Review of Retail, Distribution and Consumer Research.

Fredrik Nilsson is Professor in Packaging Logistics, www.plog.lth.se, at the Department of Design Sciences, Lund University, Sweden. He is also Professor Extraordinary at Stellenbosch University, South Africa, where he has established research and education in the field of packaging logistics. His research areas are complexity thinking and theory, with current projects in health care, packaging and consumer goods supply chains. In close cooperation with a large number of partners from industry and academia, he is now dedicated to food waste issues and trying to address this major problem with new packaging solutions that integrate innovative thinking with mobile technologies. He has published research in journals including International Journal of Operations and Production Management, International Journal of Logistics Management, International Journal of Physical Distribution & Logistics Management, International Journal of Business Logistics and International Journal of Retail & Distribution Management.

Preface

This book is about packaging design for sustainable development, the kind of design that can make our lives friendlier, our planet greener and our businesses richer.

It is necessary and obvious that we need to move towards a more sustainable society, as we see more pollution in our oceans, more waste in our streets, more landfills and the tremendous waste of essential resources such as food on our planet. Despite the negative effects that packaging might have on our world, we need to see the other side of the coin and ask: What can packaging do to contribute to sustainable development? Interestingly enough, there is research evidence indicating that packaging design initiatives have a major impact on sustainable development.

Packaging design is a powerful vehicle for change in making the transition to a more sustainable society. What is missing is a compass that can guide practitioners in the right direction. This is particularly so in the field of packaging, where the routes you take may contradict rather than contribute to sustainable development. Managing Packaging Design for Sustainable Development presents a compass for you to find the path to get there. With the compass we encourage you to go off‐road, to develop and innovate, and to remake the packaging design solution that previously was best practice. In a world of continuous change, technology, people and organizations keep changing the routes we take to attain sustainable development. In this world, a compass is more important than ever before.

The intention of this book goes beyond presenting a compass. The overall ambition is to bring order out of chaos in a multidisciplinary field where misconceptions and contradictory views are more dominant than the coherence and recognition of its importance. Managing Packaging Design for Sustainable Development – A Compass for Strategic Directions is strongly grounded in the concept that the book as a whole has a far more important story to tell than presenting every little detail. Even though reading the book makes you zoom in on packaging design, its aim is to empower you to zoom out and gain a holistic view that considers the many packaging design contributions to sustainable development. Consequently, it is not intended to be a reference book per se, but rather an inspirational guide to this complex and important topic.

In line with that ambition, the book aims to reach the minds of all professionals and companies that have, or do not have, packaging as a core competence or business. Packaging design is a cooperative team effort of people from multiple disciplines. Thus, there are many professionals from various disciplines, company functions and departments for that matter, who are involved in packaging design. This can include professionals from R&D, production, marketing, sales, finance, purchasing, logistics and regulatory. For a majority of these professionals, packaging is not their core competence. This book provides them with guidance so that they can navigate the packaging landscape. Yet, for highly experienced professionals in the realm of packaging design, the book provides great inspiration and valuable new ways of thinking.

Theory and practical applications are balanced by dividing this book into three integrated parts. In Part I, the basic tenets of packaging, sustainability and design are presented to make the book more managerial, integrative and “cutting edge”. Views on sustainable development and packaging design are also subjects that you will become acquainted with in Part I. It “sets the scene” for what is to come: the packaging design compass for sustainable development. Part II is the focal point of the book. It describes the compass in detail, its directions and how to navigate with it. Part III exemplifies the compass directions in a wide range of illustrative cases that help readers to understand and gain insights into explorative, comparative and real‐life cases. It aims to inspire and challenge the mindsets of those who apply the compass in packaging design related projects. The case material is integrative in nature and examines directions of the compass that are important for sustainable development. The cases are structured to inspire readers in the challenging task of packaging design thinking.

Packaging design for sustainable development is a field in its infancy, veiled behind preconceived myths and misconceptions. There is a tremendous amount of knowledge that needs to be generated and disseminated, and there is considerable interest from industries and academia to take in and apply this knowledge. Managing Packaging Design for Sustainable Development – A Compass for Strategic Directions is the only publication that takes a broad supply chain orientation and views the subject from a sustainable development perspective. While emphasizing the supply chain aspects of packaging, it integrates all three pillars of sustainable development as well as incorporating how to make strategic decisions in relation to packaging design. In addition to the compass, there are several important topics that are unique to this book or are approached in a new way. Examples are the complexity and challenges of packaging design, and the packaging logistics perspective as such. The multidisciplinary themes are interwoven throughout the chapters.

This is a must‐have book for designers, engineers, logisticians, marketers, SCM professionals and other managers who seek guidance on sustainable solutions through packaging design. The nature of the book is pragmatic and applied in its approach to managing packaging design for sustainable development. It is also a valuable source of knowledge and practical experience for students, public officials, researchers, policymakers and many others who have a strong interest in packaging design and sustainable development. It fills the gap in the scarcity of books about the crucial role packaging design plays in sustainable development. It clearly takes a giant leap from thinking of “sustainable packaging” to thinking of “packaging design for sustainable development” by comprehending the whole rather than the separate parts.

As with packaging design processes, the outcome of this book has been a journey of iterations based on the authors’ many years of experience. This has been intertwined with the practical cases and integrated with the existing but sparsely reported research in the field. The journey has taken several directions. It has consisted of real‐life presence and off‐road imaginary thoughts. At the end of this journey, we wished we’d had a compass. Yet without a compass, we still feel we have moved in the right direction by contributing to and inspiring packaging professionals and communities to strive for a more sustainable world.

Lund, on Leap Day, 29 February 2016
Daniel Hellström and Annika Olsson

Acknowledgements

There are many people and organizations that contributed to the research behind this book, and who supported us in different ways during its actual writing.

The Bo Rydin Foundation has been the first and foremost funder from the start. Its donation to Lund University in 1994 founded packaging logistics as an educational and research subject area. The research group has since grown and established itself and is internationally recognized. This book is based on this original packaging logistics research. Without the initial donation and ongoing funding from the Foundation, neither the area of packaging logistics nor this particular book would have come into being.

The idea for the book came up during a research project funded collaboratively by two Swedish funding bodies, “Formas” and “Handelns utvecklingsråd”, under their programme “Sustainable Retail”. We were specifically funded for a project called “Packaging Design for Sustainable Development of Retail”. As a result, we developed the first prototype of the compass and investigated, gathered and authored all the illustrative cases in the book with our colleague, Professor Fredrik Nilsson.

We are grateful to all the people and companies for the time spent sharing their insights about the cases and for providing us with the case material. We have specifically acknowledged your support in conjunction with each case.

Throughout the overall development process of the book, a number of people were very helpful. Special thanks go to Erik Andersson, our supportive colleague whose photographic skills have illustrated our research. Erik’s patience with us, our alterations and our short deadlines has been amazing and much appreciated. We are very grateful to Eileen Deaner. Being native Swedes, we do our best to write in English, but with a never‐ending support, she turned the text into something understandable for an international audience. Thank you Eileen for working days and nights to improve our writing and for never giving up on us! We are also grateful to Catrin Jakobsson for the well thought through illustrations. Catrin was able to understand what we wanted to illustrate and make it better than we had ever expected.

This book has been a mix of pain and pleasure for us to write and assemble. Without the support of our families, it would have been impossible. The first author wishes to thank his soul mate, Josefine Broman, who has been a constant source of inspiration and support in maintaining a balanced life. Special thanks goes to the first author’s son, Hjalmar, and daughter, Lisa, for giving up hours of time with their father so that he could work. The second author would like to thank her family who has lived the last year with her in parallel with this book project. Her guiding stars of life are Torben, Elin and Anton. Thank you for the inspiration, patience and support you have provided, one of the many reasons why I love you all.

Finally, to all our academic colleagues. We are indeed grateful for the daily discussions about research studies and projects, including this book. Co‐creation often occurs in these discussions, a co‐creation that advances our knowledge in the field we are dedicated to. See you at the coffee machine!

Part I
Fundamentals of Packaging Design

Packaging is something that we interact with on a daily basis. Most of the time we do not even notice it, since packaging is fully integrated into our lives and personal use, as well as with the product inside. Can you imagine what the world would be like without packaging? Packaging ensures that the products of the world reach the consumers of the world. Some people may argue that because packaging is not part of the product, it is not needed and should be restricted or even banned. When we eat, we are safeguarded because our food has been protected by packaging. When we are sick, our pharmaceuticals are safe, efficient and not counterfeit, due to effective packaging. There would be no need for packaging if the products themselves were resistant to everything in all types of surroundings, if they did not have to be moved, and if they were not time dependent. But as we all know, this is not the case nor will it be in the future. This is why packaging is a prerequisite for safe production, distribution and consumption.

In many parts of the world packaging is an intrinsic part of businesses, industries, institutions and authorities. In businesses, packaging plays an important role in the renewal and extension of product life cycles and is recognized for its positive effects on productivity, its financial impact and its value creation. Packaging is a global business with an annual turnover of close to €500 billion that is growing in line with the global economy. For governments, packaging does not only affect the national economy but also its legislation. For society as a whole, packaging is a vital element in enabling population growth, fostering new and changing habits and life styles, creating employment and trade and most importantly, contributing to the availability of products around the world.

Part I of this book – Fundamentals of Packaging Design – is made up of three chapters. The first, “Introduction to packaging”, is where the functions, legislation, regulations and terminology of packaging are explained to introduce you to the world of packaging systems. The chapter ends by describing the multidisciplinary nature of packaging and the role of packaging logistics. Chapter 2 is about “Sustainability development and packaging”. Here we present the definition of sustainable development, the historical role of packaging, and common misunderstandings about packaging. We also elaborate on how packaging can effect and encourage sustainable development. In Chapter 3, “Designing packaging”, packaging design is examined from various points of view to explore the “brilliance” and complexity of its numerous aspects and facets. The management, practices and tools of the packaging design process are also presented. The numerous requirements and needs of packaging are described, followed by the design challenges in dealing with this complexity.