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BETTER WITH LESS – DESIGN CHALLENGE COLLABORATES WITH PRO CARTON’S YOUNG DESIGNERS AWARD

We are happy to announce the Better with Less – Design Challenge with has now joined forces with the Pro Carton Young Designers Award. With this collaboration, all student participants will have two chances to win with one great idea.

Pro Carton is the European Association of Carton and Cartonboard Manufacturers who through their competition wants to encourage innovative design with cartonboard and reduce, or replace plastic.
Therefore, the two competitions perfectly complement each other, and recognise the global emphasis needed on promoting young packaging design talent and developing sustainable packaging designs using renewable materials.

Competition chairman Cyril Drouet, Design & Innovation Director, Metsä Board comments: “We are very excited by this development with Pro Carton as participants now have two chances to win with their design proposal. To create a true impact in the world we need to join forces and take action across the whole packaging chain.”

More details can be found here on our FAQ page.

 

Packaging guru Lars G. Wallentin: “creativity is about finding new ways”

Lars G. Wallentin is a packaging designer who has seen the development of the packaging industry from close up, and is a respected authority on packaging internationally. He currently lectures about the importance of simplicity and concept planning in packaging design based on sustainability. Wallentin is a jury member of the Better with Less – Design Challenge and shares some of his ideas below on what makes great packaging.

“When I teach, I teach communications more than design,” says Lars G. Wallentin, a packaging designer who’s worked almost 40 years in support of developing creative design solutions for worldwide brands such as Nestlé, Nescafé, Maggi, Buitoni, Nesquik and Nespresso.

Wallentin is one of the jury members for the international packaging design competition Better with Less – Design Challenge that aims to find new packaging solutions for some of the world’s most frequently used and fastest growing types of consumer packages. What, exactly, fascinates Wallentin when it comes to great packaging?

The funny thing is that I teach simplicity. But the packs which I like the most are a little bit complicated. They’re complicated for a reason, because they are telling a story: if you have to tell a great story, it’s difficult to be simple.”

For Wallentin, great packaging is much more than just a great structural design or great graphic design – the link between the brand and the pack must be very strong. Designers need to understand different cultures and even understand languages and words:

“How does the name of a product sound in German and how does it sound in Finnish – you must have an understanding of this,” Wallentin points out.

Better with Less – in everything

Packaging design motivator Lars G. Wallentin thinks that nowadays we are living in a world of “too much of everything”. What customers expect from a pack is very simple. First of all, they expect functionality. That the pack is easy to handle, easy to open, easy to dispose of. Secondly, they want the right information. Wallentin thinks that the amount of information in packaging is generally way too much and believes that people can’t take in more than two or three, maximum four messages – which is why we should put as little information as possible on the front of the pack.

Less information, but better information – the kind of information that the consumer really needs. For example, tell more about ingredients than just the nutrition, that’s what people want to know – and use the back panel,” Lars G. Wallentin says.

Creativity finds new ways  

Wallentin hopes that the Better with Less – Design Challenge finds designers who want to make a proposal for a new packaging concept to support the comprehensive experience – so not just a graphic design.

Today when people say, can you design me a pack, I say no – I don’t design packs. I design concepts,” Wallentin says, and continues:

Consumers have started thinking differently, and they are more educated…about materials, energy and food waste. For example, they buy smaller units, because smaller units will be consumed, so there will be no food waste.  But if brand managers are stuck with guidelines which are five to ten years old, they are not able to move and see how today’s people want to consume.”

Creating better packaging solutions with less materials – that is where we need to focus the creativity and innovation. Not in designing what we are used to or what is easy for us, but making better, more sustainable packages that take into consideration future generations. Creativity is about finding new ways.

 

Better with Less – Design Challenge
November 6, 2017 – March 31, 2018

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