Feelgood Product Packaging?


Business site Fast Company posted an article this morning about McDonald’s updating their to-go bags, cups, etc. The new designs are technically minimalist, compared to their predecessors, but still features bright, looping lettering in a variety of colors.

The beautifully-written story is titled Can Packaging Design Make You Feel Better About Eating Fast Food? While it may just be a catchy headline, it does pose an interesting question within a question:

Can Product Packaging Make You Feel Better?


The article cites McDonald’s move as making fast food appear more fashionable. Sound strategy, since fast food popularity has hit an all-time low (at least, when talking to your fit friends at parties). Re-branding a company’s imagery is smart, helping organizations out of lulls or peaking after a plateau. It’s the core of what packaging design is. Changing the exterior is a reflection of changing the interior. Everybody can relate to wanting to create a new image for oneself, right?

But can it make you feel better? Well, it depends on the definition of you. In this instance, you is clearly the consumer. So does seeing a clever package design make the average shopper feel better? I’d argue that yes, like a powerful piece of art, an aesthetic design can bring a smile to one’s face. More importantly, that charming covering might be the difference between being bought and being left on the shelf.

But if I’m talking to you, business owner, does a new product packaging design make you feel better, then, well…the answer is still yes. New packaging for your product can feel like putting on an elegant dress, or a sharp suit. It’s not just about what it looks like on the shelf, it’s about you feeling passionate about your product. That’s the real message you’re sending with your product packaging, isn’t it? A sense of pride in your hard work. The belief in your product. Sometimes your product itself can’t reflect the passion you feel about it–form follows function, after all–but package design can articulate that emotion, that value, where the actual product cannot.

Does your product packaging need a refit? Your brand need rebranding? We can help.

Images: Fastcodesign.com / McDonald’s

A Roadmap for Greener Packaging

One major component in the fast food industry that may not initially come to mind is packaging. Packaging has large effects on the fast food industry and although it is not directly related to other damaging images of the industry like obesity, food safety, impact on food systems, animal rights and other issues, it is definitely connected to a company’s overall impact on the environment. Areas where packaging causes harm is in the depletion to natural resources, loss of biodiversity, waste, and climate change. Dogwood Alliance explains that most of fast food packaging has impacts by its use of paper, which is the largest component within the industry.

Dogwood Alliance recently released a report, “Greening Fast Food Packaging: A Roadmap to Best Practices,” which outlines eight key attributes of environmentally friendly fast food packaging and provides guidance for fast food companies on how to asses environmental impacts in the supply chain. The report highlights fast food industry leaders like McDonalds and Starbucks as well as companies who are not pulling their weight like KFC. Dogwood Alliance also provides a roadmap for fast food companies on how to best reduce their packaging footprint

TriplePundit, a new-media company for the business community that focuses on cultivating awareness and understanding of the triple bottom line, recently interviewed Campaign Director at Dogwood Alliance, Scott Quaranda about the report:

TriplePundit: How important is packaging if you look at the big picture of environmental and social impacts of the fast food industry?

Scot Quaranda: Fast food is ubiquitous and of course there are many issues associated with the industry that deserve scrutiny.  That said, all fast food, whether eat-in or take-out tends to come in some type of packaging and all of that packaging really adds up in terms of use of natural resources. The Southern US is the largest paper producing region in the world and the number one product being produced here is packaging. By taking a closer look at the impact all of this packaging has on the forests and communities of our region and providing a simple roadmap to greener packaging we hope to make a difference on at the very least on that level.

3p: Is making fast food packaging greener also beneficial in terms of cost savings or is it actually more expensive?

SQ: Greener fast food packaging can be good for the corporate bottom line. Moving through the various attributes we identified there are numerous opportunities for companies to save money.  Indirectly, being green is good for the corporate brand and can increase loyalty and customer base.  More directly, by reducing the overall use of packaging you save money in material costs and if you add to that smarter shipping, a company can save money on transportation costs.  If you encourage re-use, you use less packaging, which saves money and increasing in store recycling, individual restaurants and chains can cash in by selling those materials to recycling facilities. All in all, it is not simply something to feel good about, a company can save and even make money too.

3p: What is the most important factor that gets these companies to take action – is it pressure from customers? NGOs? Greater understanding of the benefits of sustainability?

SQ: I would say it is a combination of consumer and environmental pressure along with visionary corporate leadership. Obviously it sometimes takes pressure to raise awareness around these important issues, but the biggest changes we have seen have come after the CEOs and upper level management respond to the pressure not with a slick PR campaign but instead by taking the reins and developing an implementable vision that they share throughout all levels of the company. This has clearly been the case with Starbucks, McDonald’s and Quiznos who have buy in on sustainability issues from the top all of the way to the bottom of the company.

3p: How attentive is the fast food industry to your efforts to green up packaging?

SQ: It varies across the board, but lately we have seen some big shifts from the largest players in the industry. For example, McDonald’s announced an industry leading environmental packaging policy last year that increases overall use in recycled paper in its packaging as well as eliminates some of the most controversial fiber being used like paper that comes from natural forests that have been converted to tree plantations. The report identifies a whole host of companies that have taken small to big steps in each of the eight key areas. There are of course still companies that continue to greenwash rather than address environmental packaging issues, but we hope by shining a light on some of these key issues that will change.

3p: Where fast food companies that read your report and think you might have a point should do? What is the first step?

SQ: The first step is to develop an environmental packaging policy that addresses some of the key issues we identified in the report and work to develop buy in at all levels with the company as well as collaborate with environmental, community, and academic experts that can help create the roadmap to greener packaging.  Next comes the heavy lifting of looking across your supply chain and working with suppliers to reduce the overall material use, increase the amount of recycled fiber, and eliminate all controversial sources of fiber.

3p: Finally, any advice to customers? What can we do to help persuade fast food companies to take action?

SQ: For customers, there are a number of easy ways to make a difference.  When buying fast food, ask for less packaging for your order and ask the manager to work to green the restaurants packaging. If possible, bring your own mug or to-go container to eliminate the need for new paper, styrofoam or plastic packaging. If you are feeling more passionate, plug into efforts from environmental organizations, like the Kentucky Fried Forests campaign, to make a difference in that way. And of course if you own or work at a restaurant or have friends that do, share this report with them so that all restaurants big and small can see how their packaging can be greener.

Soure: TriplePundit