Packaging: How much is too much.

Packaging trash ending up in a landfill

Food packaging contributes to perhaps the largest chunk of packaging trash. Consumers are becoming increasingly aware of the environmental impact of the huge amount of plastic being used in what could be termed as pointless packaging!

As with every sensitive topic, packaging generates passionate arguments from both sides – eco-conscious consumers and product manufacturers. Consumers want packaging to be as minimal as possible, using less or no plastic and fully recyclable. Manufacturers on the other hand, often add multiple layers of packaging to protect the material, increase shelf life and gain branding opportunities. While there might be some legitimate reasoning, most of times we end up seeing excessive and unwanted layers of plastic wraps.

Pointless packaging

A case in point is a brand of fresh produce that claims to be ‘sustainable’ in its rather thick plastic sealed covers containing vegetables. This single-use plastic is definitely thick by any standards and beats my understanding of sustainability especially when there is no formal recycling procedure in many locations in India.

Pointless packaging

A shrink-wrapped tender coconut is another example of pointless packaging. Coconuts are perhaps nature’s best example of natural packaging. Do we need a layer of plastic over it that will ultimately find its way to the landfill? If ease of drilling the shell is the concern, brands must find a way to provide a simple screwdriver kind of device for every subscriber to easily puncture the shell.

There are numerous other examples of everyday products across F&B, FMCG, healthcare, pharma, clothing and many more – purchased by millions everyday, that have significant scope of evaluating and reducing and in some cases, completely eliminating the secondary packaging. Manufacturers and marketers need to step up. Our planet cannot handle waste anymore.

Please post photographs of what you may consider as pointless packaging from your everyday trip to the local store or supermarket. It’ll help raising awareness and manufacturers and marketers taking note.

No doubt, plastic is useful – but only when it is selectively used and re-used. Marketing teams and design agencies must be mindful of the environmental consequences while working on every packaging assignment.

Design agencies and the path to success

Kickass Design

A successful visual identity for a brand comes not from luck but from a design agency’s insights, experience and creativity. To jumpstart a successful journey, businesses must consider engaging a competitive and dynamic creative design agency that can connect with the target audience effectively and efficiently. Unique mobile apps, social media pages and attractive websites created by design agencies provide small and medium businesses as well as large enterprises with the opportunity to grow relationships with their target audience. Thus it wouldn’t be wrong to say that creative design agencies play a significant role in enabling business growth in physical and digital markets.

Design is not limited to creating visually impressive marketing collaterals. Depending on the organization’s products, solutions, services, business models or manufacturing process, even study and optimisation of internal processes can come under the scope of design services. Think universal design, process & workflow design, ergonomics, user experience design, product form factor and packaging design, and so much more!

KICKASS DESIGN (, acknowledged by customers as one of the best creative design agencies in Chennai, designs conversational strategies that engage meaningfully with customers and help get the word out about your business. Working with brands across print, digital and multimedia, we at KICKASS DESIGN focus on designing and developing creative solutions that drive effective conversations and experiences. Talk to us today!

Packaging talks… literally!

How consumers perceive various design elements in a product package influences choice. It is also the key to success especially for many food products’ marketing strategies. Whatever the package says to a customer through size, material, words and graphics – is exactly what its contents become – be it a perfume bottle or a bottle of milk. These attributes not only help in attracting and sustaining attention, but also help consumers in identifying the brands with the images as presented through ads and promotions.

Importance of packaging design

The importance of packaging design and the use of packaging as a vehicle for communication and branding are gaining momentum as packaging takes on a role similar to other marcom elements. When a consumer is undecided, the package plays a key role in the purchase choice because it acts as a silent salesman to consumer at the point of decision making. At KICKASS DESIGN, we understand this psychology and achieve communication goals effectively, by optimizing the potential of packaging, especially FMCG packaging. To initiate a conversation, please visit

Designs in nature

Designs in nature - why geese fly in a V formation
Geese fly in a V formation because it reduces the naturally occurring downward pull of gravity. When birds fly behind one another, it creates free lift. In principle, it allows birds to save energy.
Of course, the bird at the front of the V doesn’t see any of these benefits. In essence, it is “breaking trail” for the other birds, and this can be incredibly exhausting. Therefore, to ensure that the flock has the energy to get to their destination, they switch lead birds often.
Do you have any such interesting observation to share with us? We are all ears…

Without a thought!

Design philosophy
Japanese designer, Naoto Fukasawa’s ‘Without a Thought’ design philosophy has it that design shouldn’t make the user work. Designers should observe users’ subconscious behaviour and how they typically engage with products and only then should they design solutions that users can interact with instinctively.
We would love to hear from you what you would look for in a design?