EasyPack enhances consumer-oriented packaging design
The development of new products is going full steam ahead. Shorter product lifecycles generate constant pressure on the need for new product designs and on product throughput. New technology alone cannot deal with this demand. What is needed is a total concept, which encompasses consumer behaviour, packaging, product quality, safety and distribution. A good integration of these disciplines is only possible when there is mutual understanding, good co-operation and sufficient knowledge among the parts which are to make up this whole. The aim of EasyPack is to set up an infrastructure that makes the process of consumer-oriented design easier and more efficient.
One of the important purposes of EasyPack is to raise the efficiency of introducing new foodstuffs into the market. Presently, a new foodstuff has a failure rate of about 70%. This means that 70% of all newly introduced food products have to be scrapped from the shelves within three months because they have failed to achieve targeted sales. This project intends to design the right packaging that will trigger the consumer to buy a new product and thus, lessen its failure rate and as a result, lead to cost reductions.
Research has shown that an interdisciplinary approach such as will be adopted in the EasyPack method enables projects to be carried out in half the time with corresponding budget savings of 25-30%, compared to traditional phasing.
Search for partners
The Expertise Centre Packaging (Wageningen University and Research Centre)
is in search of interested partners to develop EasyPack
together, in particular among producers and packaging companies for consumer
products, software developers with experience in the area of virtual reality,
and design offices with experience in the area of packaging.
