European consumers prefer paper

Inspiring paper goes ‘bottoms up’

In June inspired packaging designers took home three Pentaward certificates from the youngest Pan European Brand Design Association-congress (PDA) in Stockholm where Brigl-Bergmeister organised one of two workshops and a competition for designing a paper label that highlights the Carlsberg beer brand. The first prize went to Swedish Fredrik O. Smith for his ‘bottle bottom label’.

Packaging and brand designers opt for paper & green

New technologies

“We are not saying we are an ecological company. But we are trying to be”, says Rowland Heming, Business Development Director at Design Board in Brussels. “We realise that the world is moving. Industry is pushing towards stewardship in the exploitation of woods and the use of resources.”

“As designers we use the best material for the job at hand. Designers like board and paper because of their immense flexibility. It is easily printed and processed. Paper is probably the most advanced material in terms of ecology friendliness.” It does however not meet all possible needs. Think of certain barrier properties, shelf life, water resistance, shrinking,... “Often the materials having those characteristics can also be recycled, but consumers may understand the recyclability of paper better.”

A design world ruled by reptiles

That our individual emotional responses play a big role in the decision-making process is widely accepted. But can science explain why different people respond differently to the same object or situation? Indeed, it can. Neurological research of the brain has revealed how human beings make decisions. The answer lies in the source of our innermost drives and desires – our “reptile brain”.