ARTICLE TITLE: Excessive Product Packaging AUTHOR/SOURCE: Hong Kong Industrial MAIN POINTS: How a product is packaged determines

ermines what it stands for and how well it sells. Over-packaged product causes a big toll on the environment. As the product packaging is discarded quickly, ending up in landfills. Resource and wastage problems relating to packaging are significant because of products that are overdressed for no other reason but to please the eye. Packaging performs the role of representing the brand. Eco-design can be fully applied to packaging. Manufacturers and product developers may turn in question the costs involved, but should be understood that eco-designs of product and its packaging are intended not only to enhance environmental conservation, but to save long-term production costs. Extravagant packaging has become so prevalent in developed countries. Excessive packaging are physically larger and heavier which place greater burden on logistics causing more environmental and financial costs. Excessive packaging comes down to minimizing wastes, starting with prevention--avoid waste products at the source Reducing the amount of packaging reduces CO2 emission because less power and fuel are used for production and transportation. The rest is a question of reusing and recycling as much as possible with disposing at landfills as the last resort. Committing fully towards green consumerism requires government support. Government intervention is necessary as producers and consumer initiatives are not enough and most often are limited by cost considerations. Laws are critical in setting up the right framework in which green consumerism can take place; particular laws are not effective if they stand alone. Besides financial penalties, there should be financial subsidies. Subsidies can act as a short-term initiative or a kick start measure. Subsidies are theoretically problematic as ultimately the government should play the role of supervisor and regulator while the cost of disposal and recycling is inevitably placed on manufacturers and consumers 'User pays' principle that sustains green consumerism. Besides complying with legal requirements, brand owners and manufacturers have to cater to customer demands. Consumer awareness on environmental conservation is increasing. Brand owners initiatives have been shot down by cost constraints. The challenge is to shift the emphasis to making clever innovative packaging designs that are simple, attractive, distinguishable and able to embody the brand's message

One thought experiment or area of consumer research that can be done involves determining what part of the packaging is likely to be immediately disposed by consumers even if the product is to be stored away. Packaging layers are distinguished into primary, secondary and tertiary. Primary directly houses and protects the product, Secondary and tertiary layers are intermediate and exterior layers. Consumers almost always discard secondary and tertiary layers while keeping primary layer. There are concerns that environmentally friendly materials are more expensive, such concerns can be countered with clever utilization and minimization of materials. The emphasis should be placed on creative and simplified use of materials. The packaging industry operates in competitive markets on tight schedules and profit margins. Simple yet elegant packaging solutions minimize production time and costs The nature of some products demands substantial packaging. Efforts should be made to ensure the packaging is user friendly so it doesn't need to be destroyed while accessing the product. A longer life for packaging is based by the shape and size. Odd shapes and large sizes are not storage friendly. Packaging can be designed so that it encourages consumers to permanently keep the package. Greater consumer awareness and more regulatory requirements on brand owners and producers would push demand for green packaging training and expertise. Brand owners need to be aware of environmental laws and consumer perception.

AUTHOR'S PURPOSE: The Author of this article explains how manufacturers are using too much packaging in their products. Over-packaging causes a big toll on the environment, environmental and financial costs. There is three layers to packaging: primary, secondary and tertiary. Primary is the only packaging that is needed. Secondary and tertiary is not needed and is thrown out most of the time. To prevent over-packaging, there must be laws that govern packaging. Due to excessive packaging some materials price may increase. Particular laws are not effective if they stand alone. Consumers could push the manufacturers for green packaging. They can also make their packaging user friendly. Simple packaging could minimize production time costs. MY THOUGHTS: I think this article may educate many people about packaging. People can learn why some of the stuff that they buy can be pricy. This article could make people rethink what they throw out, or even what they buy. I believe manufacturers should rethink their packaging, if they reduce their packaging, they can save money financially and environmentally. Brand owners now are neglecting the environmental laws and perceptions; buy doing this they can save their company. There should be laws that give companies incentives for using less packaging or using green packaging.

So What? Over-packaging leads to higher environmental and financial costs. Manufacturers should look towards reducing packaging, making packaging simpler or making the packages user friendly. What if..? Over-packaging was never a problem?

Says Who? Janet Fok, Steve Lau.

What does this remind you of? Wall-E, too much trash that is unnecessary.