EMBALLAGE 2006: practical ideas, design, environment

The professionals of the packaging, advertising, and food industries focused their attention on Paris in the autumn of 2006. An incredible number of international participants and guests attended the SIAL, SALON POPAI and EMBALLAGE exhibitions. Why were these three events held consecutively? Packaging, advertising and contents all need to harmonise in order to achieve good sales result. Since 2000, the IPA trade fair of food processing equipment is held at the same location and time as EMBALLAGE, which turned out to be a very good idea. As a result of the digital revolution, the packaging of food and drinks needs to be ever more effective to encourage consumers to buy them. Regardless of the numerous effects which consumers are subjected to by the media, the most tangible and durable effect comes from the packaging of the product. Packaging is the most basic means of communication with the consumer. The fine details of design, the material, the fragrance of the packaging are all telling us something about quality. How can packaging as a means of communication be made more effective? Design in itself is not sufficient. Modern packaging has to meet many requirements and regulations. The latest technologies and most innovative solutions were all presented at the Emballage exhibition. One of the successful ideas was a packaging machine with plastic cover instead of the usual metal, which makes the machine easier to use, friendlier and safer. Advertising and packaging materials are definitely getting more environment-friendly. Superfilm Packaging Films a bio-degradable material by a Turkish company was one of the big successes.. The stand of the French company, Flexico was also in the focus of attention, as they make many of their products from re-cycled materials. One of the most exciting exhibitors was Roots Biopack Limited from Hong Kong with all their products made from sugar cane extract. One of the interesting ideas at IPA was a sterilisation process developed by Zinetec (Shaka process), to produce food with a long shelf life, which preserves freshness, flavour, colour and texture. Packaging is a powerful tool in brand communication and still has a lot of undiscovered potential.