What role do designers intend to play within the association?
It goes beyond the fact of being merely represented, as the CNE asked me to be one of the 2 managers of the 9th college, which was recently created. Therefore, designers and all those who proactively take part in creating packaging – alongside brands, distributors and manufacturers – are now fully integrated into the CNE and participate in all the projects of the association. Our role is mainly to provide a creative point of view – if I may say so , without limitations, a different perspective from the one of distributors, salesmen and consumers. In return, this participation should also help us better understand the stakes and issues related to packaging for all players. In the end, it is extremely rewarding for everybody. We now belong to the same family for good.
Would you say that environmental rules and regulations are an obstacle to creativity or, on the contrary, a driving force for innovation?
Contrary to conventional wisdom, creation arises from constraints. “Designing packaging” means always dealing with constraining specifications. Design is just a creative answer to turn an industrial production into a product that is more attractive, functional, economical or ecological for example. In a way, constraints are raw material. As such, the issue of more environmentally friendly packaging is only an additional constraint, just as the issues related to safety and rules and regulations. That is why our presence in the CNE is highly strategic and useful, as it should help us better understand these constraints, but also help us better anticipate them in order to be more creative in the end.
Nowadays, what are the major trends as regards eco-packaging?
The major trend is what I called “recycling-designing”, which consists in creating packaging that can be more easily recycled. This results in the creation of single-material, one-piece packaging, which is above all manufactured and produced with materials that are now sorted and recycled; hence the interest to work also with them within the CNE.
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