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AIP MEMBERSHIP
WOULD YOU LIKE TO NETWORK WITH LIKE-MINDED PACKAGING TECHNOLOGISTS, DESIGNERS AND ENGINEERS?
ARE YOU A MEMBER OF THE AIP?
JOIN THE AIP TODAY AND BECOME A PART OF THE PACKAGING COMMUNITY
BECOME A CERTIFIED PACKAGING
PROFESSIONAL
The Australian Institute of Packaging (AIP) was founded in 1963 in response to a need for packaging technologists to interact and provide a professional identity for individuals within the packaging industry.
Having served the industry for over 54 years the AIP is the professional body designed to cater for packaging technologists, engineers, designers and any other individuals who are a part of the packaging industry in Australasia. The primary function of the Institute is to offer education, training, and personal and professional development for individuals within the packaging industry; as well as cross-functional networking opportunities.
The AIP is the only association in Australia and New Zealand designed to recognise, educate, train and develop the individuals who make up the diverse packaging industry.
WHAT IS THE AUSTRALIAN INSTITUTE OF PACKAGING?
AIP MEMBERSHIP
AIP MEMBERSHIP 1
WHO CAN BE A MEMBER OF THE AIP?
Membership to the AIP is open to any persons interested in packaging and the industry in general. Membership levels are graded by a committee of Fellows and peers in industry. Membership is personal and can be invaluable when seeking employment or promotion, as the qualification standards are a clear indication of the level of academic achievement and packaging industry experience. The post nominals as indicated below can be used by all Members on their business cards, resumes and portfolios.
ASSOCIATE (AAIP): Those people generally with less than five years experience within the packaging industry, or people in a role where packaging technology is not a core employment activity.
MEMBER (MAIP): Those people with at least five years experience in a position involving various aspects of packaging technology; also possibly complemented with some form of relevant academic qualification.
FELLOW (FAIP): Those people that have made significant contributions to the packaging industry over many years and have considerable knowledge of various aspects of packaging technology. Once again, also complemented with some form of relevant academic qualification.
CERTIFIED PACKAGING PROFESSIONAL (CPP)Attaining the CPP® designation is an excellent investment in your professional development and the credential defines the packaging professional and allows organisations to seek out and hire the right professional based on verified knowledge, skills and industry contributions. Using the CPP® program to assess and evaluate one’s professional competency validates you as internationally proficient as a packaging professional; a cut above your peers.
Founded 1963
THIS IS TO CERTIFY THAT
The Certified Packaging Professional (CPP)® designation is a registered trademark of the Institute of
Packaging Professionals (IoPP) and is internationally recognised by the IoPP, the AIP and WPO.
CERTIFIED PACKAGING PROFESSIONAL (CPP)®
Has demonstrated professional excellence though education, experience
and performance proficiencies in the field of packaging; and, by rigorous
examination administered by the Australian Institute of Packaging and the
Institute of Packaging Professionals, has qualified to use the professional
certification designation:
AIP MEMBERSHIP 2
The AIP organises National Conferences, training courses and technical seminars with strong support from the packaging industry, to add value to Members and the individual branch calendars. National events include the AIP’s two largest functions which alternate each year - the AIP National Technical Forum and the AIP National Conference.
In addition, each Branch runs its own program of site visits, technical functions, seminars and social events throughout the year. These meetings provide excellent opportunities for networking, as well as for informed discussion on current topics of interest to packaging technologists and professionals, and the industry as a whole.
As speakers and events vary within each Branch, all Members are invited to attend any function in any Branch and many attend interstate functions regularly.
NATIONAL EDUCATIONAL EVENTS
* = 2 CPE POINTS PER DAY
AIP MEMBERSHIP 3
NATIONAL CONFERENCE
The AIP’s flagship event is the biennial National Conference which alternates between Sydney, Brisbane and Melbourne.
The AIP National Conference brings together some 40 leading international and national experts in a variety of fields to cater for everyone in the food, beverage, manufacturing and packaging industries. Keynote speakers
are world-renowned experts in their fields and the program provides an extensive array of educational and technical opportunities for everyone in the industry.
The AIP National Conference is open to both Members and non-members and is the largest educational conference of its kind in the packaging industry. A not-to-be-missed event every two years. The AIP National Conference is a Packaging & Processing Week event.
A PACKAGING & PROCESSING WEEK EVENT
* = 2 CPE POINTS PER DAY
AIP MEMBERSHIP 4
The AIP, in conjunction with the APPMA; the owners of AUSPACK, run the only National Technical Forum available for industry during the four-day trade show; the largest biennial trade show for packaging, processing, plastics and associated equipment and machinery in Australasia.
With AUSPACK held every two years and alternating between Melbourne and Sydney, the AIP and the APPMA ensures that the National Technical Forum is relevant, informative and provides leading-edge education. International speakers and leading industry experts are key draw-cards of the National Technical Forum. The National Technical Forum is a Packaging & Processing Week event.
The AIP also exhibits at AUSPACK and the stand provides an additional opportunity to meet with industry peers during the four-day trade show.
NATIONAL TECHNICAL FORUMA PACKAGING & PROCESSING WEEK EVENT
* = 2 CPE POINTS PER DAY
AIP MEMBERSHIP 5
Whilst each Branch varies in their style of events, the technical seminar series is run across Australia and New Zealand as lunches, breakfasts and dinner functions.
Bringing together two to three speakers on a nominated topic, the technical seminar events are open to both AIP Members and non-members on a regular basis.
Each seminar is themed around a popular topic of debate in industry and the topics are sourced from our Members each year. This series of events is not only an additional way to gain insight into relevant topics, but are also designed as a networking opportunity for Members to get to know each other.
TECHNICAL SEMINARS
* = 1 CPE POINT
PER HOUR
AIP MEMBERSHIP 6
HALF-DAY TRAINING COURSES
The AIP runs a broad range of half-day training courses across both Australia and New Zealand. Half-Day Training courses can also be run in-house at your site. All of the half-day training courses are written and presented by qualified experts within their respective fields and are people who are currently working in the packaging industry.
Topics include:• Advanced plastic Packaging • Introduction to plastics • Packaging for transport• Packaging specifications• Introduction to print technology• Introduction to corrugated boxes• Packaging for product life extension• Introduction to product identification• Introduction to packaging economics
• Owning it: copyright, contracts and the law• Introduction to accessible packaging design• Introduction to flexible packaging & bioplastics• Labelling & matching the label with the package• Food safety-packaging standards and regulations• Intellectual property, packaging and labelling (legal)• Modified atmosphere packaging and barrier materials• Introduction to pharmaceutical & cosmetic packaging• Introduction to life cycle inventory & carbon footprinting
* = 12.5 CPE
POINTS
AIP MEMBERSHIP 7
SITE VISITS
All Branches of the AIP run a program of site visits that are designed to show Members real-life applications of technology in production environments.
Site visits are run across Australia and New Zealand throughout the year and are one of the most popular events on the AIP calendar. Site visits are also a means of industry showing their support to the AIP.
* = 1 CPE POINT
PER HOUR
AIP MEMBERSHIP 8
AIP HELPS FOODBANK
For the last seven years the AIP in conjunction with the APPMA, SCLAA and QSCLC have packed 4450 hampers to the value of over $541,000; with all items either donated, or funds raised for by the associations during a twelve-month campaign. The associations are now packing over 1000 hampers each year which are donated to Foodbank to distribute to those in need at Christmas; many of whom are homeless, have just lost their jobs, living on the poverty line or have serious illnesses.
The 600 hampers will be distributed to families in crisis at Christmas time with many living on the poverty line. These hampers will brighten up the day for many and we at Foodbank are grateful to the all of the associations and its members for this wonderful initiative each year.
Ken McMillan, General Manager of Foodbank Queensland.
The charity golf day is a unique event on the AIP calendar and is designed for the industry to give back to charities that need assistance for much needed funds. The golf day is held in Queensland and New South Wales and is open for all to attend and is a fun and relaxed day of giving back. To date the charity golf days have raised over $40,000 for charities across Australia.
CHARITY GOLF DAYS
AIP MEMBERSHIP 9
AIP NEWSLETTER DECEMBER 20158
FINISHED PRODUCT INFORMATION OFFICER POSITION
JOB NO: 494048
WORK TYPE: Fixed Term Full Time
LOCATION: Melbourne Metro
An exciting opportunity exists for an energetic and proactive person
to join the Quality and Innovation team, reporting to the Quality Data
Administrator for a 6 month contract. You will be responsible for the
coordination and cleansing of Product Information, through collaboration
with Quality and Innovation Product Developers, Commercial and
Supply Chain divisions.
YOUR KEY DELIVERABLES INCLUDE, BUT ARE NOT LIMITED TO:
• Timely and efficient reviews of each product category and recommending process improvements to assist with the tasks,
while supporting the marketing, product development and supply chain teams to gather the required information.
• Provide feedback and recommendations to the key stakeholders on the progress and also on Finished Product Information
system enhancements.
• Check product information aligns across all facets including packaging, the website, printed information and GoScan.
• Develop and maintain data collation and reporting.
• Provide support for Food Safety Governance.
• Develop and provide support and responses (indirect and direct) for customers on quality and technical processes.
• Undertake learning programs to support skills and capabilities for management of technical data and communication.
To be successful in this role, you will be a tertiary qualified Food Technologist (or related discipline) and ideally will have had
extensive exposure with product development within the FMCG industry, however, recently qualified graduates in Food
Technology (or related disciplines) are also encouraged to apply. You will have completed formal training and have gained
practical experience in quality systems and food safety (HACCP.) You will be able to provide examples around your technical
knowledge with the use of the Microsoft Suite and your exposure to Hamilton Grant is desirable. Your strong communication,
can-do attitude, strong customer relations and trust building skills will ensure your success in this role. A tertiary qualification
in a relevant science discipline such as Food Technology is desirable.
IF THIS SOUNDS LIKE YOU, PLEASE APPLY NOW – CLICK HERE….
No matter what you’re packaging, we offer the best packaged deal.
WWW.PACKAGINGNEWS.COM.AU
NOVEMBER/DECEMBER 2015
Top three trends impacting global packaging market
Orora adds logistics arm to boost fibre business
Copyright law unpacked for brand owners
Packaging industry news year in review
Shelf ready packaging challenges for converters
Finalists in Australian design awards announced
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POSTHARVEST PACKAGING TECHNOLOGIST POSITION
• Major manufacturer of packaging technology
• Use your knowledge to drive packaging innovation
• Outstanding career opportunity, excellent remuneration
OUR CLIENTOur client is a leader in manufacturing and produces a vast range of packaging products for a diverse customer base in a wide
range of market sectors. The company is at the leading edge of innovative packaging solutions.
ROLERapid advancements have been made in packaging technology during the last few years to curtail postharvest losses in fresh
produce and to ensure food security and safety. The position of Postharvest Packaging Technologist (PHPT) will focus mainly
on the annual and perennial horticulture sectors. These are associated with the value chain starting at the retail and market
sectors back to the farm gate. The PHPT will participate as a member of the team of packaging engineers, external agriculture
production specialists, marketing specialists, sales specialists and business specialists who develop a system where fruits and
vegetables are harvested, processed and marketed with the highest value added achieved, the postharvest losses are minimised,
and products are packaged as required to achieve desired results.
DESCRIPTIONDemonstrated knowledge in the key steps in the value chain and experience in applying them in the Australian horticultural
industries is required of the PHPT. The position will understand facets of horticultural products such as the design of such
facilities as packing houses, market centres, cold chain design and operations, packaging and boxing for field transport, pack
house processing centre transport to market, and packaging and storage in markets. The person will be skilled at advising
on appropriate quality standards for each major point along the value chain, developing and promoting new value products,
assisting in the development of training and extension programs in postharvest technology, developing the components of
the cold chain including packing house, pre-cooler, cold storage, refrigerated transport and refrigerated stalls and chillers, and
understanding the cooling protocols for each crop going into the cold chain.
REQUIREMENTSThe role has primary responsibility for providing advice and direction to the company to assist development and sales of
packaging items in to the “produce” sector. The person must understand intimately the many factors that can influence the
quality of fruit and vegetables, and not just the packaging elements - including growing conditions, the particular life cycle
of the crop, the optimum time to harvest, cooling, gas levels, season and variety. This is a complex area that requires high-
level technical skills. But as part of the sales team the person must be capable of using these skills to generate business. This
will involve working closely with potential clients at every level of the value chain to understand problem areas and present
innovative packaging solutions.
INTERESTED?We are a specialist agriculture, food and wine recruitment company.
Are you interested and are you the one we’re looking for? Please feel free to apply for this role
Agribusiness Food manufacture & retail Wine
CLICK HERE TO APPLY
Regularly attending and participating in AIP functions provides the opportunity to meet industry players and to develop a strong networking group within the industry. Networking is a fringe benefit and value-add of attending AIP functions. Don’t underestimate the value this can bring to you and your company. The AIP strives to provide every Member with the opportunity to learn from their peers.
NETWORKING
MONTHLY e-NEWSLETTERS
The AIP has a monthly on-line e-Newsletter which is designed to keep Members and industry contacts abreast of all AIP events across the country. The e-Newsletter also provides a technical corner for presentations, partner news, articles and case studies from industry. The e-Newsletter is available via email and on-line eleven times a year. If you would like to register to receive the e-Newsletter please email [email protected] and request to be added to the database list.
AIP NEWSLETTER DECEMBER 2015
2
BITE-SIZED MODULES – FUNDAMENTALS OF PACKAGING TECHNOLOGYThe Institute of Packaging Professionals’ Fundamentals of Packaging Technology is now available to the packaging industry
in Australasia through AIP’s partnership with IoPP—respected for decades as the trusted authority for continuing packaging
education in the USA. Fundamentals of Packaging Technology on-line is set up for the convenience of busy working
professionals, and the training platform is functionally intuitive. Complete your training when your time allows, and at
your own pace. Wherever you are, the course goes with you! Fundamentals of Packaging Technology on-line course content is developed by IoPP in consultation with packaging subject
matter experts at leading global consumer packaged goods companies who face packaging challenges just like yours.
Take the complete course and learn about all the major segments of packaging—and beyond. Or customise your training
by selecting from 12 lesson bundles organised by topic, or from single lessons as short as 30 minutes. Fundamentals on-
line spans 42 modules and 27 hours of content that is recognised for its quality by the World Packaging Organisation. The
Fundamentals of Packaging Technology on-line course is ideal training to prepare for the Certified Packaging
Professional (CPP) exam offered through the AIP and the IoPP.MASTER IN FOOD AND PACKAGING INNOVATIONThe Master of Food and Packaging Innovation is a new inter-disciplinary degree that explores food science, entrepreneurship
and innovation in product and packaging design at an advanced level. This unique course forms part of a joint University
of Melbourne, Mondelēz International and the Australian Institute of Packaging initiative, with the support of the Victorian
Government. You will learn the skills necessary to develop valuable and innovative food products that address key issues
such as transportability, durability, tamper proofing and perishability issues, as well as key environmental, economic, social
and ethical factor.
APPMA SCHOLARSHIPThe APPMA once again provided an annual scholarship program that enabled one person to study a Diploma in Packaging
Technology to the value of $10,000. Due to the quality of submissions that were received this year the APPMA agreed to
provide two scholarships to the value of $20,000. The winners of the 2015 APPMA Scholarship are Alysha Baggett, Packaging
Technologist, Frucor Beverages and Alexandra Brayshaw, Accessibility Design Researcher, Arthritis Australia.
SITE VISITSThe AIP ran 8 site visits over two countries in 2015 which saw 160 people in attendance.
HALF-DAY TRAINING COURSESThe Institute ran 6 Half-Day Training Courses over two countries in 2015 which saw 75 people receive additional packaging
training. TECHNICAL DINNERSThe AIP ran 7 technical dinners which saw 282 in attendance. The technical dinners were in collaboration with 5 industry
associations that the AIP works with each year. WOMEN MENTORING PROGRAMFor the second year the AIP have worked in collaboration with Emberin to create a 12 week program using My Mentor
Courageous Woman mentoring program for women in the food, beverage, manufacturing and packaging industries. This
program has been specifically designed for the packaging industry.
2015 YEAR IN REVIEW Cont’d
NEW MEMBERSThe AIP would like to welcome the following new Members...Johan van Vuuren Member VICBelinda Hanson-Kenny Member SA
STATE
JOIN THE AIP LINKED IN GROUP TODAYThe AIP recognises the changing role of social media as an additional means of reaching our members, sponsors, and industry contacts across Australasia as an international group. The AIP has a Linked in Group and we invite you to join your peers who have already connected. Linkedin: Australian Institute of Packaging.
AIP NEWSLETTER DECEMBER 2015 3
2015 YEAR IN REVIEWNATIONAL TECHNICAL FORUMS
MASTER IN FOOD AND PACKAGING INNOVATION
AIP NEWSLETTER DECEMBER 20154
2015 YEAR IN REVIEW
SITE VISITS
APPMA SCHOLARSHIP WINNERS
AIP NEWSLETTER DECEMBER 2015 5
2015 YEAR IN REVIEW
TECHNICAL DINNERS
HALF-DAY TRAINING COURSES
AIP National Office 34 Lawson Street Oxley QLD 4075 Australia +61 7 3278 4490 +61 7 3009 9916 [email protected] www.aipack.com.au
AIP NEWSLETTERJoin the AIP on
1
DECEMBER 2015
2015 YEAR IN REVIEW
For the AIP to remain relevant the Institute needs to ensure that it is offering something for everyone and 2015 has certainly been an indication that we have delivered on this commitment. The AIP has introduced a significant amount of new initiatives and educational offerings this year including our new partnership with the IoPP in the US, the Certified Packaging Professional designation, the bite-sized modules for the Fundamentals of Packaging Technology
course, availability of international textbooks for our members and the Master of Food and Packaging Innovation course. CERTIFIED PACKAGING PROFESSIONAL DESIGNATIONThe Certified Packaging Professional designation will become the leading mark of excellence internationally and a must-have recognition of industry proficiency and achievement for packaging professionals under a new partnership announced by the Institute of Packaging Professionals (IoPP) in the U.S. and the Australian Institute of Packaging (AIP). IoPP and AIP will mutually recognise CPP as the gold standard of broad packaging proficiency under a program in which AIP members will join qualifying IoPP members as being eligible for certification. Approximately 2,000 packaging professionals have earned the CPP designation, a trademark of IoPP, since the program was launched 1972. Being able to offer the CPP credential in Australasia allows packaging professionals in our industry the opportunity to join recognised packaging experts from around the world with the industry’s leading professional designation. Attaining the CPP designation is an excellent investment in your professional development, and the credential defines the packaging professional and allows organisations to seek out and hire the right professional based on verified knowledge, skills and industry contributions. Using the CPP program to assess and evaluate one’s professional competency validates you as internationally proficient as a packaging professional, a cut above your peers.
NATIONAL TECHNICAL FORUMSWe have also continued to offer the industry national educational activities such as the 2015 National Technical Forums which were held alongside of AUSPACK in Melbourne. The 2015 National Technical Forums were developed on a new model - four days and included 40 speakers, 8 countries and 11 sessions. Over the four days there were 760 session visits to the forums, with 222 delegates averaging 2 sessions each over two days.
AIP PARTNERS
Find out how your company can become a partner of the AIP by emailing [email protected]
AIP MEMBERSHIP 10
Corporate training with GlaxoSmithKline (GSK) in Kuala Lumpur
Businesses can opt for a tailored training program that focuses on their specific requirements and provides a bespoke learning experience for a specific group of employees or an entire workforce. The Corporate Program is available for individual companies who wish to select specific components from the Certificate in Packaging or Diploma in Packaging Technology programs for the purpose of in-company training.
This type of training is important not only for technologists, engineers, quality assurance personnel, but also buyers, sales and marketing staff. The individual components are available in assessable or non-assessable format enabling participants to progress towards the complete qualification. The programs can be tailored to meet company requirements in conjunction with a flexible delivery. This allows the program to be delivered with minimal interruption to company operations.
* = 12.5 CPE's
CORPORATE PARTNERING PROGRAM
AIP MEMBERSHIP 11
FOSTERING EDUCATION IN DEVELOPING COUNTRIES
At its foundations, the AIP is an educational body with a broad mission to impart packaging expertise to the wider industry. The AIP works with the World Packaging Organisation (WPO) board to develop an opportunity of fostering education in developing countries. The AIP, in conjunction with the WPO, are currently working with Nigeria, Indonesia, Malaysia, Vietnam, China, Ghana and Bangladesh. On-going education is required at all levels of the global packaging spectrum, i.e. formal and informal sector. The AIP, in collaboration with the WPO, has the knowledge, the resources, the first-world experience and the ability to share information and expertise. In fact, the AIP, as an educational Institute, has an obligation to help further and foster packaging education and training in developing countries. The Institute is available to assist any developing countries in the region.
AIP MEMBERSHIP 12
FUNDAMENTALS OF PACKAGING TECHNOLOGY
In today’s challenging packaging environment, you can’t afford to make mistakes or overlook the critical details that cost precious time and money. You need the knowledge—from materials properties and selection to transport packaging issues—that can help you make better decisions regarding your company’s packaging dollars—now.
The Institute of Packaging Professionals’ Fundamentals of Packaging Technology is now available to the packaging industry in Australasia through AIP’s partnership with IoPP—respected for decades as the trusted authority for continuing packaging education in the USA.
Fundamentals of Packaging Technology on-line is set up for the convenience of busy working professionals, and the training platform is functionally intuitive. Complete your training when your time allows, and at your own pace. Wherever you are, the course goes with you!
Fundamentals of Packaging Technology on-line course content is developed by IoPP in consultation with packaging subject matter experts at leading global consumer packaged goods companies who face packaging challenges just like yours.
Take the complete course and learn about all the major segments of packaging—and beyond. Or customise your training by selecting from 12 lesson bundles organised by topic, or from single lessons as short as 30 minutes. Fundamentals on-line spans 42 modules and 27 hours of content that is recognised for its quality by the World Packaging Organisation.
The Fundamentals of Packaging Technology on-line course is ideal training to prepare for the Certified Packaging Professional (CPP) exam offered through the AIP and the IoPP.
NEEDING TO FILL KNOWLEDGE GAPS? NEED A BROAD INTRODUCTION TO PACKAGING?
IOPP’S INTERNATIONALLY RECOGNISED ON-LINE TRAINING CURRICULUM IS NOW AVAILABLE IN AUSTRALASIA. SPECIAL PRICING FOR AIP MEMBERS.
* = 50 CPE's
AIP MEMBERSHIP 13
CERTIFIED PACKAGING PROFESSIONAL
ISN’T IT TIME THAT YOU JOINED RECOGNISED PACKAGING EXPERTS FROM AROUND THE WORLD WITH THE INDUSTRY’S LEADING PROFESSIONAL DESIGNATION?
Attaining the CPP® designation is an excellent investment in your professional development and the credential defines the packaging professional and allows organisations to seek out and hire the right professional based on verified knowledge, skills and industry contributions. Using the CPP® program to assess and evaluate one’s professional competency validates you as internationally proficient as a packaging professional; a cut above your peers. The Certified Packaging Professional (CPP)® designation is a registered trademark of the Institute of Packaging Professionals (IoPP) and is now internationally recognised by the AIP and the WPO.
WHAT ARE THE BENEFITS?· International and public recognition for the qualification.· CPP® post nominal that is globally recognised.· CPP® recognises the designation as a commitment to excellence in the packaging profession.· CPP® credential demonstrates that a packaging practitioner possesses packaging knowledge,
experience and skills to the degree that they deserve recognition as a true packaging professional.
WHO IS ELIGIBLE?Peer reviews of each individual in multiple dimensions:· Educational background.· Industry experience.· Professional accomplishments.· Specific and relevant training.· Practical experience.· Professional contributions.
AIP MEMBERSHIP 14
APPMA SCHOLARSHIP
The APPMA, in conjunction with the AIP, have been running the annual scholarship program for ten years now which enables a packaging technologist or designer the opportunity to complete a Diploma in Packaging Technology to the value of over $9000.
WHO AM I? Diploma in Packaging Technology students are from a variety of backgrounds and disciplines, and are typically experienced practitioners or managers in technical, sales/marketing, QA, purchasing, engineering or design.
WHAT’S IN IT FOR ME? Completion of the Diploma in Packaging Technology demonstrates your commitment to your career and to the industry. Delegates who successfully complete the Diploma are equipping themselves for senior positions within the packaging industry.
The APPMA annual Scholarship Program is a part of their on-going commitment to ensuring that packaging engineers have the opportunity to further their education within the packaging industry. The APPMA Scholarship is awarded at the biennial AIP National Conference and in alternate year alongside the Packaging & Innovation & Design Awards which are held at AUSPACK.
2014 Winner: Aleah Back
2015 Winner: Alysha Baggett
2015 Winner: Alexandra Brayshaw
2016 Winner: Michael Seaman2017 Winner:Michael Van Dord
AIP MEMBERSHIP 15
INDUSTRY PUBLICATIONS
The AIP has developed a collaborative arrangement with a number of Australasian trade publications to ensure that all Members receive each magazine as a part of their annual membership fees. This is one of the many benefits of being a Member of the AIP.
bi-monthly publicationFor Australian Members only
bi-monthly publication For Australian Members only
bi-monthly publicationFor Australia and NZ Members
VOL. 49 I NO. 3 I APRIL 2014 $8INGREDIENTS • PROCESSING • TESTING • PACKAGING • FACTORY • LOGISTICS • EXPORT • MANAGEMENT
0800 TOTAL OIL
Siemens (N.Z.) Ltd offers the widest range of Industrial Automation and Control technology solutions for all facets of Food Manufacturing and Processing – from established plant to OEM machinery for export – enhanced by local training, service and support. For further information, call Siemens NZ on +64 9 580 5500 or view our website at www.siemens.co.nz.
Siemens Automation TechnologiesInnovation and reliability to specify for your next machine.
S_4
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• Food waste – what’s at stake?• Megatrends in
food consumption• Transforming a
national delicacy into export gold
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ten times a yearFor NZ Members only
ten times a yearFor Australian Members only
ten times a yearFor NZ Members only
bi-monthly publication For Australia and NZ Members
[email protected] OR PH: +61 7 3278 4490
ON-LINE FUNDAMENTALS OF PACKAGING
TECHNOLOGY BITE-SIZED MODULES
NOW AVAILABLE IN AUSTRALASIA THROUGH THE AIP.
NEEDING TO FILL KNOWLEDGE GAPS?
NEED A BROAD INTRODUCTION TO PACKAGING?
TECH SPEAK
www.packagingnews.com.au November-December 2015
November-December 2015 www.packagingnews.com.au
TECH SPEAK 11
I MAGINE the following scenarios:
■ You create a logo for a food product in-
spired by one you saw overseas. This is
okay, right? After all, you ask yourself,
what are the chances that the overseas
company will ever find out?
■ You fall in love with the look and feel of
the design of a cereal box on the market.
You figure that if you create your own
version and change it by 10% you should
be okay. Is that how the law really works,
though? What are the limits?
■ You commission a graphic designer to
create a nice pattern to use on your pack-
aging and are thrilled with the results.
You think that because you paid for it,
you “own it”, but are surprised and dis-
mayed to discover this very same pattern
being used all over the designer’s web-
site and a similar version of it on another
business’s products. What can you do
and do you have any legal comeback?
This article explores the answers to
some of these questions and unpacks some
copyright basics too.WHAT IS COPYRIGHT?Copyright is an incentive system that en-
courages people to create and innovate by
rewarding the author of a work with cer-
tain exclusive rights in relation to that
work for a certain period of time (generally,
copyright lasts for the life of the author
plus 70 years). Copyright protection arises automatical-
ly as soon as a work is created and reduced
to some sort of tangible form. In other
words, in Australia, you are not required to
register your work, nor do you have to use
the “©” symbol to be protected.
Copyright protects a wide range of works
including written words, logo designs, pat-
terns, moulds, drawings, photographs and
graphic designs. In short, anything that
forms part of your packaging design may
be subject to copyright protection.
COPYRIGHT IN ACTIONA fundamental rule of copyright law is
that it does not protect thoughts, concepts
or ideas. Copyright protects works that are
expressed in a material form and brought
into being by a human author.
So, once you create your drawing of a boy
with a balloon, you will own copyright in
that specific drawing (the expression of the
idea). However, you will not own the idea of
a drawing of a boy holding a balloon.
This makes sense. After all, no one individual can have a
monopoly over the idea of a picture of a
boy holding a balloon. This has been said
to be one of the trickiest parts of copy-
right law and is known as the idea/ex-
pression dichotomy. In other words, there can be a fine line
between whether an idea or the actual ex-
pression of that idea has been copied.
NUMBERS, NUMBERS … Whether or not a work has been copied is not
a numbers game or an exact science. There is
no such rule that if you change a work by
10%, you will avoid copyright infringement.
Rather, the court looks at the quality of what
has been copied over quantity.
Copyright law doesn’t just prevent oth-
ers from making exact copies, but also
stops others from making substantial re-
productions of your work. Although this can be difficult to navi-
gate, the important message is that you do
not have to copy all of someone’s work to be
liable for copyright infringement – it could
just be the main feature or essential part
and again what this means varies on a case
by case basis. COPYRIGHT INFRINGEMENT
Copyright infringement can happen in a
number of ways and can extend well be-
yond pulling out some tracing paper or
snapping a photo. ■ Direct infringement – Essentially, if you
reproduce someone else’s work – in any
form and without their permis-
sion – you may be liable for copy-
right infringement. Always make
sure you are authorised to use or
reproduce any content on packag-
ing – from the images on the
pack right down to the words.
■ Authorising infringement –
You also can’t tell someone
else its okay to copy. That in itself
can be a problem, legally speaking.
■ Unconscious copying – You may be lia-
ble for copyright infringement even if
you had no intention of copying. If your
stroke of creative genius turns out to re-
ally be a copy of something that you pre-
viously had access to and have probably
seen before, a court could infer that your
moment of creativity was not so innova-
tive after all. So, just because you create
a design from memory does not get you
off the hook. A copy is a copy.
THE INTERNET ‘Ok, well this all doesn’t really apply to me
anyway because I only use images from the
internet that don’t have the “©” symbol dis-
played on them, so I’m allowed to use
them… right?’ Some people fall into the trap of think-
ing that just because works are on the In-
ternet or they cannot find the owner or cre-
ator of the image, they are free to pin it,
share it, tweet it, print it, photocopy it, etc.
Not so. Many images are protected under
copyright law even if they are online. If in
doubt, ignorance is not an excuse. The same
applies to packaging. As a general rule, you
cannot use images from the internet or
adapt them for your own design without
permission. As with most things in the law
there are some exceptions (eg works out of
copyright) but still: Be careful.
WHO OWNS THE COPYRIGHT?
Most likely you will need to commission de-
signers to design your product packaging.
Whether you have full-time staff or em-
ploy contractors, you need to have an ac-
tive role in ensuring that the designs your
staff come up with are original. You can do
this by encouraging your staff to provide
you with early sketches and other evidence
of the creative process. Keep them.
This will put your mind at ease that they
haven’t just copied somebody else, and can
also be used as proof of independent cre-
ation, should anyone accuse your business
of copying down the track.As a starting point, if someone creates a
design for you in the course of their em-
ployment, you will usually own the copy-
right to the work. However, an employee
will usually own copyright in anything
they create outside of the scope of their em-
ployment agreement.That said, these starting points are al-
ways subject to agreements to the contrary
and can be altered by employment or li-
censing contracts. In the business of pack-
aging, this means being astute when hiring
or contracting designers. SHAPING UPIs the overall shape of my packaging
protected under copyright law? This is a
fairly complex area, and takes us into
the domain of design registration.
Without getting too far off topic, you can
register and, generally, certify a design for
packaging so long as it is both “new” and
“distinctive”, granting you exclusive rights
to exploit the design commercially. Fur-
ther, it must not have been publicly used or
displayed on the internet. The law doesn’t like an overlap of protec-
If someone copied the famous red and yellow Vegemite logo on their own product label, but was to use a completely different name, they
could still be infringing the copyright in the logo or packaging design.
As an intellectual property lawyer who works extensively in the
area of packaging, Sharon Givoni is often consulted on questions
of copyright. Here she unpacks some copyright basics.
10
1. Copyright does not protect ideas but it
can protect the expression of ideas.
For example, the idea of a red and
white rectangular logo cannot be
protected, but the particular expression
of that idea, such as Kraft’s Vegemite
label, is protected.2. Copyright protects works if they are
original (that is, the product of indepen-
dent effort, skill, labour and judgement)
and expressed in some material form.
Sometimes the only way to know for
sure if a design for packaging is truly
original is to come up with it yourself!
3. There needs to be an “author”. So, an
automatically generated database,
such as a telephone directory, would
not be protected.4. Just because you paid someone to
create a copyright work will not
necessarily mean you own it.
5. There is a common myth that you can
avoid copyright infringement by changing
someone else’s work by 10% or more. In
fact, the test is all about the quality of
what you take, not the quantity or how
you use it. If you copy a substantial part
of an existing design and incorporate it
into your own packaging design, even if
what you copied barely features in your
overall design, you may still be guilty in
the eyes of the law.
KEY POINTS ABOUT COPYRIGHT LAW:
Unpacking copyright law
tions, so there are measures in place to avoid
the possibility of “dual protection”. This is
called the “copyright/design overlap”, and
is certainly a topic for another day! ■
Sharon Givoni (www.sharongivoni.com.au) is
a Melbourne-based intellectual property law-
yer advising in areas such as copyright, trade
marks, commercial agreements and disputes.
IMPORTANT DISCLAIMER: This article is of a general na-
ture only and must not be relied upon as a substitute for tai-
lored legal advice from a qualified professional. Sharon Gi-
voni owns copyright in this article.
There can be a fine line between whether an idea or the actual expression of that idea has been copied.”
Dick Smith avoided copyright infringement when
releasing “Dick’s Vapour Rub”. While the name is an obvious play on the
well-established brand “Vicks”, the differences in the packaging design were clear enough.
TECH SPEAK
www.packagingnews.com.au July-August 2015July-August 2015 www.packagingnews.com.au
TECH SPEAK 13
HEIGHTENED consumer awareness
today of social and environ-
mental issues is due partly to
successful campaigning on the
part of environmental groups,
and also to developments in
legislation driven by mega-
trends such as climate change
and the desire to prevent the loss of biodi-
versity. Consequently, a growing number
of informed consumers are choosing sus-
tainable consumption, which in turn
prompts companies large and small to
provide more sustainable offerings.
UPM Raflatac is one such company. For-
est certified papers from UPM Raflatac
are part of the company’s sustainability
approach where the sustainable and legal
origin of wood fibres can be verified.
UPM Raflatac offers more than 700 certi-
fied label products today – in 2009 there
were none.
WHAT ARE FOREST CERTIFIED PAPERS?
Forest certification verifies sustainable
and legal logging and that the forests are
well-managed. It’s crucial to maintaining
and enhancing the goods and services
provided by the forest. We need to link
sustainable forests to the marketplace,
and that link can be provided by forestry
certified papers. It’s a certification that
plays an important role in ensuring the
traceability of wood from its origin
through the entire supply chain, and en-
ables companies to provide third party
verification of the claims they make to
their customers.
WHY ARE FOREST CERTIFICATION
SCHEMES IMPORTANT?
In response to growing concern over glob-
al deforestation, forest certification
schemes such as FSC (Forest Stewardship
Council) and PEFC (the Programme for
the Endorsement of Forest Certification
Schemes) aim to prevent illegal and un-
sustainable practices. Estimates indicate
that half the world’s forests have already
undergone some transformation, and it is
necessary to ensure balance between us-
ing the forest as a resource and preventing
its destruction.
WHEN CAN FOREST CERTIFIED
PAPERS BE USED?
Forest certified papers are used in a vast
array of applications and the CoC of these
papers can be passed along the supply
chain if all entities where the paper is
converted are certified – timber suppliers,
paper manufacturers, printers and brand
owners, for example. Only then are com-
panies eligible to use the relevant logos on
paper and other forest-derived products
in their product marketing to promote re-
sponsible material sourcing.
WILL FOREST CERTIFIED PAPERS
BECOME COMPULSORY?
Forest certification is a voluntary pro-
cess, and this is at the heart of its effec-
tiveness – it is a platform for forest
owners, forest industry stakeholders
and environmental organisations to
come together and find solutions to im-
prove forest management practices.
HAVE YOU SEEN DEMAND FOR
FOREST CERTIFIED PAPER PRODUCTS
INCREASING IN THE MARKET?
Yes, we have seen demand rising for sus-
tainable paper products and we expect
this will continue as consumers become
more aware and educated about sustainabil-
ity issues, and as governments introduce
tighter legislation to ensure wood-based
products are not illegally harvested.
Since November 2014 the Australian
Government has been conducting routine
compliance assessments on businesses that
import wood-based products, including pa-
per, in accordance with the provisions of
the Department of Agriculture Illegal Log-
ging Prohibition Regulations. Organisa-
tions need to show that they have under-
taken a due diligence process to minimise
the risk of importing illegally logged tim-
ber into Australia.
FROM A BUSINESS PERSPECTIVE,
WHAT DIFFERENTIATION CAN FOREST
CERTIFIED PAPERS PROVIDE?
In an increasingly competitive market-
place, businesses can utilise forest certi-
fied papers to position brands as leading
in environmental responsibility.
WHY DOES UPM RAFLATAC SUPPLY
BOTH FSC AND PEFC FOREST CERTIFIED
PAPER PRODUCTS?
Both FSC and PEFC are credible interna-
tional forest certification systems that
promote sustainable forestry. We believe
12
ARE YOU INTERESTED IN ATTAINING THE
INTERNATIONALLY RECOGNISED AND
HIGHLY-VALUED CERTIFIED PACKAGING
PROFESSIONAL (CPP)® CREDENTIAL?
ASK THE AIP HOW
[email protected] OR PH: +61 7 3278 4490
Forest-certified papers are often
described as Chain of Custody
(CoC) certified papers, a term
that’s widely used and plays an
important role in the labelling
industry. In this Q&A, Dr Carol
Lawrence FAIP, environment and
sustainability specialist at UPM
Raflatac, provides a clear outline
of what CoC means to the industry.
Unlocking the Chain of Custody
PIERRE Pienaar was recently announced
as the recipient of the first Certified
Packaging Professional (CPP) designa-
tion in Australasia.
Pienaar is a former president of The Aus-
tralian Institute of Packaging (AIP) and
vice-president on the World Pack-
aging Organisation (WPO) board.
The AIP launched the program
in partnership with the Institute
of Packaging Professionals (IoPP).
There are currently close to
2000 packaging professionals
worldwide that have attained the
CPP, and it is hoped many others
will seek it in Australasia.
Pienaar said the CPP program
helps the international packaging
fraternity better understand the
level of knowledge and expertise one has
in the packaging field.
“The CPP designation is based on cur-
rent skills and expertise, as each candi-
date requires re-certification every three
years,” he said.“The pro-
gram ensures
candidates are
regularly keep-
ing abreast of
current pack-
aging trends,
i n n o v a t i o n s
and knowledge, and that packaging tech-
nologists are on the same level playing
field globally.”
He believes attaining CPP accredita-
tion to be a strong investment in his pro-
fessional development.
“It's a commitment to excellence in the
global packaging profession,” he said.
“I would like to encourage all those
that seek to make packaging their profes-
sion, and who wish to be recognised in a
vibrant and ever-changing industry, to
pursue this internationally accepted
packaging designation.
“Having the CPP program now avail-
able in Australasia allows packaging
professionals the opportunity to join
recognised packaging experts from
around the world,” Pienaar said. ■
Taking professionalism to new heights
Pierre Pienaar is
Australia’s first
certified packaging professional.
it is important to work with all organisa-
tions that support our aim to provide re-
sponsibly sourced products.
ARE THE FSC AND PEFC LOGOS
UNIVERSALLY RECOGNISED?
The FSC and PEFC logos are used on a
wide range of consumer goods and are in-
creasingly recognised as important sym-
bols associated with responsibly sourced
forest products.
WHAT ASSISTANCE DOES UPM RAFLATAC
PROVIDE CONVERTERS WHO ARE INTERESTED
IN BECOMING FORESTRY CERTIFIED?
UPM Raflatac is part of a multi-site cer-
tification scheme. We have experience
in aligning our
practices with
the procedures
necessary to be-
come certified,
and we are more
than happy to
share relevant
i n f o r m a t i o n
with customers
interested in
becoming certi-
fied. ■
Dr Carol Lawrence FAIP
[email protected] OR PH: +61 7 3278 4490
ON-LINE FUNDAMENTALS OF PACKAGING TECHNOLOGY BITE-SIZED MODULESNOW AVAILABLE IN AUSTRALASIA THROUGH THE AIP.
NEEDING TO FILL KNOWLEDGE GAPS? NEED A BROAD INTRODUCTION TO PACKAGING?
TECH SPEAK
www.packagingnews.com.au November-December 2015November-December 2015 www.packagingnews.com.au
TECH SPEAK 11
IMAGINE the following scenarios: ■ You create a logo for a food product in-spired by one you saw overseas. This is okay, right? After all, you ask yourself, what are the chances that the overseas company will ever find out? ■ You fall in love with the look and feel of the design of a cereal box on the market. You figure that if you create your own version and change it by 10% you should be okay. Is that how the law really works, though? What are the limits? ■ You commission a graphic designer to create a nice pattern to use on your pack-aging and are thrilled with the results. You think that because you paid for it, you “own it”, but are surprised and dis-
mayed to discover this very same pattern being used all over the designer’s web-site and a similar version of it on another business’s products. What can you do and do you have any legal comeback?This article explores the answers to some of these questions and unpacks some copyright basics too.
WHAT IS COPYRIGHT?Copyright is an incentive system that en-courages people to create and innovate by rewarding the author of a work with cer-tain exclusive rights in relation to that work for a certain period of time (generally, copyright lasts for the life of the author plus 70 years). Copyright protection arises automatical-ly as soon as a work is created and reduced to some sort of tangible form. In other words, in Australia, you are not required to register your work, nor do you have to use the “©” symbol to be protected. Copyright protects a wide range of works including written words, logo designs, pat-terns, moulds, drawings, photographs and graphic designs. In short, anything that forms part of your packaging design may be subject to copyright protection.
COPYRIGHT IN ACTIONA fundamental rule of copyright law is that it does not protect thoughts, concepts or ideas. Copyright protects works that are expressed in a material form and brought into being by a human author. So, once you create your drawing of a boy with a balloon, you will own copyright in that specific drawing (the expression of the idea). However, you will not own the idea of a drawing of a boy holding a balloon.This makes sense. After all, no one individual can have a monopoly over the idea of a picture of a boy holding a balloon. This has been said to be one of the trickiest parts of copy-right law and is known as the idea/ex-pression dichotomy. In other words, there can be a fine line between whether an idea or the actual ex-pression of that idea has been copied.NUMBERS, NUMBERS … Whether or not a work has been copied is not a numbers game or an exact science. There is no such rule that if you change a work by 10%, you will avoid copyright infringement. Rather, the court looks at the quality of what has been copied over quantity. Copyright law doesn’t just prevent oth-ers from making exact copies, but also stops others from making substantial re-productions of your work. Although this can be difficult to navi-gate, the important message is that you do not have to copy all of someone’s work to be liable for copyright infringement – it could just be the main feature or essential part and again what this means varies on a case by case basis.
COPYRIGHT INFRINGEMENTCopyright infringement can happen in a number of ways and can extend well be-yond pulling out some tracing paper or snapping a photo. ■ Direct infringement – Essentially, if you reproduce someone else’s work – in any
form and without their permis-sion – you may be liable for copy-right infringement. Always make sure you are authorised to use or reproduce any content on packag-ing – from the images on the pack right down to the words. ■ Authorising infringement – You also can’t tell someone else its okay to copy. That in itself can be a problem, legally speaking. ■ Unconscious copying – You may be lia-ble for copyright infringement even if you had no intention of copying. If your stroke of creative genius turns out to re-ally be a copy of something that you pre-viously had access to and have probably seen before, a court could infer that your moment of creativity was not so innova-tive after all. So, just because you create a design from memory does not get you off the hook. A copy is a copy. THE INTERNET ‘Ok, well this all doesn’t really apply to me anyway because I only use images from the internet that don’t have the “©” symbol dis-played on them, so I’m allowed to use them… right?’ Some people fall into the trap of think-ing that just because works are on the In-ternet or they cannot find the owner or cre-ator of the image, they are free to pin it, share it, tweet it, print it, photocopy it, etc. Not so. Many images are protected under copyright law even if they are online. If in doubt, ignorance is not an excuse. The same applies to packaging. As a general rule, you cannot use images from the internet or adapt them for your own design without permission. As with most things in the law there are some exceptions (eg works out of copyright) but still: Be careful.
WHO OWNS THE COPYRIGHT?Most likely you will need to commission de-signers to design your product packaging. Whether you have full-time staff or em-ploy contractors, you need to have an ac-
tive role in ensuring that the designs your staff come up with are original. You can do this by encouraging your staff to provide you with early sketches and other evidence of the creative process. Keep them. This will put your mind at ease that they haven’t just copied somebody else, and can also be used as proof of independent cre-ation, should anyone accuse your business of copying down the track.As a starting point, if someone creates a design for you in the course of their em-ployment, you will usually own the copy-right to the work. However, an employee will usually own copyright in anything they create outside of the scope of their em-ployment agreement.That said, these starting points are al-ways subject to agreements to the contrary and can be altered by employment or li-censing contracts. In the business of pack-aging, this means being astute when hiring or contracting designers.
SHAPING UPIs the overall shape of my packaging protected under copyright law? This is a fairly complex area, and takes us into the domain of design registration.Without getting too far off topic, you can register and, generally, certify a design for packaging so long as it is both “new” and “distinctive”, granting you exclusive rights to exploit the design commercially. Fur-ther, it must not have been publicly used or displayed on the internet. The law doesn’t like an overlap of protec-
If someone copied the famous red and yellow Vegemite logo on their own product label, but was to use a completely different name, they could still be infringing the copyright in the logo or packaging design.
As an intellectual property lawyer who works extensively in the area of packaging, Sharon Givoni is often consulted on questions of copyright. Here she unpacks some copyright basics.
10
1. Copyright does not protect ideas but it can protect the expression of ideas. For example, the idea of a red and white rectangular logo cannot be protected, but the particular expression of that idea, such as Kraft’s Vegemite label, is protected.2. Copyright protects works if they are original (that is, the product of indepen-dent effort, skill, labour and judgement) and expressed in some material form. Sometimes the only way to know for sure if a design for packaging is truly original is to come up with it yourself!3. There needs to be an “author”. So, an automatically generated database, such as a telephone directory, would not be protected.4. Just because you paid someone to create a copyright work will not necessarily mean you own it. 5. There is a common myth that you can avoid copyright infringement by changing someone else’s work by 10% or more. In fact, the test is all about the quality of what you take, not the quantity or how you use it. If you copy a substantial part of an existing design and incorporate it into your own packaging design, even if what you copied barely features in your overall design, you may still be guilty in the eyes of the law.
KEY POINTS ABOUT COPYRIGHT LAW:
Unpacking copyright law
tions, so there are measures in place to avoid the possibility of “dual protection”. This is called the “copyright/design overlap”, and is certainly a topic for another day! ■ Sharon Givoni (www.sharongivoni.com.au) is a Melbourne-based intellectual property law-yer advising in areas such as copyright, trade marks, commercial agreements and disputes.
IMPORTANT DISCLAIMER: This article is of a general na-ture only and must not be relied upon as a substitute for tai-lored legal advice from a qualified professional. Sharon Gi-voni owns copyright in this article.
There can be a fine line between whether an idea or the actual expression of that idea has been copied.”
Dick Smith avoided copyright infringement when releasing “Dick’s Vapour Rub”. While the name is an obvious play on the well-established brand “Vicks”, the differences in the packaging design were clear enough.
With the AIP leading the way for topical, innovative technical and educational events across the country the Institute and the National Board Members are regularly published within industry magazines on thought-leadership. The AIP does not shy away from discussing the controversial issues of the packaging industry and debate is encouraged so that Members have the opportunity to learn from others.
PUBLISHED ARTICLES
2O2OV I S I O NPACKAGING & PROCESSING1 & 2 JUNE
2016 AIP NATIONAL CONFERENCE
PACKAGING & PROCESSING WEEK, CROWN PROMENADE, SOUTHBANK, VICTORIA
Designed for packaging designers, technologists, engineers, sales and marketing people the biennial AIP National
Conference is the largest packaging and processing conference of its kind in Australia and New Zealand.
MARK THESE DATES IN YOUR DIARY
PH: +61 7 3278 4490 [email protected] aipack.com.au
WHILE we marketers and de-
signers may feel confident
that we know our consum-
er’s needs well, we cannot
forget that we have competi-
tion, not only from other
brands, but for the busy con-
sumer's time and attention
Seven seconds! That's the maximum num-
ber of seconds a shopper spends at the retail
shelf deciding which brand to buy. With so
many choices within easy reach, first im-
pressions of a pack – like appealing graphics,
innovative, eye-catching packaging designs
that showcase brand value – must really
pack a punch to knock out competitors and
get your product to the checkout.
Visibility is measured by contrast and
the physiological driver that creates con-
trast is colour.
Colour is one of the brain’s three visual
pathways and, since we process every object
within view simultaneously, colour is the
mechanism that places emphasis on certain
areas. In addition to enhancing on-shelf vis-
ibility, the appropriate use of colour can in-
crease brand recognition by about 80% and
simultaneously serves as a brand identifier.
What about shape? Memorable shapes
also initiate an emotional process of evalua-
tion and brand preference. Shapes often de-
termine the first impression of a product
while communicating key benefits and ad-
vantages. In combination, colour and shape
can signal quality, and enhance perception.
For example, symmetrical shapes go well
with passive colours, triangular and dia-
mond shapes with active colours. Colour/
shape combinations can also communicate
brand personality, so like colour, the use of
shape in brand identity and design plays a
role well beyond on-shelf visibility.
Symbols are a nearly instantaneous
means of communicating meaning – think
about the Nike swoosh, the yellow M for
McDonalds, or the swirling red, white, and
blue Pepsi globe. Associations derived
from symbols become imprinted in con-
sumers’ minds through repeated exposure,
and shoppers intuitively gravitate to famil-
iar symbols to help them navigate the shelf.
Research has shown that a package clut-
tered with words fights for attention and cre-
ates shopper confusion. The best approach is
to focus on a single competitive point of dif-
ference that distinguishes a brand from its
competition. As previously discussed, co-
lours, shapes and symbols all enhance on-
shelf visibility, create an emotional reaction,
and assist in the purchasing decision. There-
fore, the more words one adds to the design,
the less the opportunity to use colour, shapes
and symbols effectively.
Special finishes deserve a mention too.
The lustre of specialty inks and premium
gloss coatings will enhance graphics and
protect packaging. Film-laminated, reverse
printed cartons offer high barrier protec-
tion, outstanding scuff resistance and supe-
rior gloss for a shining impact on the shelf.
Consumers equate higher product quali-
ty and better taste with a metallised finish
on packaging. Special packaging effects
like holographic film, foil film, foil stamp-
ing, and metallised inks provide a touch of
class and 3-D visual effects that can en-
hance sales.
Now, while these fundamental design
elements provide a sound guideline, to be
truly ingenious in our designs and our
thinking about design, we should take
heed of the wisdom of French novelist
Marcel Proust, who is widely quoted as
having said, “The real voyage of discovery
consists not in seeking new landscapes but
having new eyes.” New eyes looking differ-
ently at what is already before us – in order
to recognise and maintain what is good
and in order to improve and find solutions
where necessary. ■
AIP education officer Pierre Pienaar (FAIP) gives some pointers
on design elements that can be used to maximise shelf impact.
12 TECH SPEAK
www.packagingnews.com.au January-February 2016
Shout from the shelf
PACKAGING
10 Foodmagazine | Feb/Mar 2015 | www.foodmag.com.au
The importance of Africa in the world of packagingAfrica is rapidly becoming a packaging growth centre and the industry needs to be ready to reap the benefits. By Pierre Pienaar.
Growth centres for packaging are shifting, with
Africa destined to surpass India and China as
its population grows, says World Packaging
Organisation (WPO) President Tom Schneider. Africa has
the most arable land suited to farming of any continent,
meaning that with the right packaging and supply chain
knowledge, and achieving population forecasts for 2050,
African countries should be able to export across the globe.
By the end of the century, if current demographic
patterns continue for another 85 years, Africa would
have 4.2 billion people, against 1.1 billion today.
Nigeria, whose land mass is similar to Pakistan’s or
Venezuela’s, would rise from 180 million today to 910
million, registering one in 12 of the world’s births. This
will require more food and more packaging, which is
why the World Packaging Organisation runs Residential
Training in Packaging (RTP) courses in developing
countries including Nigeria, Ghana and Kenya. I have
been privileged to be involved in these training schemes
and the results have been encouraging.
Open marketsThe challenge in Africa, I found was the packaging of
some agricultural products, some local foodstuffs as
well as packaging for the informal sector, locally known
as ‘open markets’ which is a huge percentage of sales
in Nigeria. I visited a Unilever plant in Lagos and saw
massive volumes of toothpaste in 15 ml sachets being
packed, and was told that this was by far their biggest
sales and had far exceeded sales of the larger toothpaste
tubes that we are familiar with in Australia. The ‘open
markets’ sells practically every possible household good
in small size flow wrapped packs or sachets consisting
literally of only one day’s supply of the product. This is
purely driven by cost and affordability.There is a significant amount of informal packag-
ing happening in Central and West Africa as well as
throughout the African continent. This is where vendors
buy in bulk and repack into small pack sizes for ‘open
market’ sales. It is therefore in this area of packaging
that requires support, advice and help.
A growth centreAfrica is on the rise, according to Sarah Smith, a Research
Advisor at Reportbuyer. Economy, for the most part, is
booming, given the relatively stable political scenario in
the region. Africa’s GDP growth from 4.7 percent in 2013
to 5.2 percent in 2014 and the FDI growth of 16 percent,
reaching US$43 billion in 2014, show a positive economic
trend. Countries across Africa, from mineral-rich Sierra
Leone and Congo to the economies like Ethiopia and
Rwanda, have shown growth across multiple macro-
economic parameters, with inflation in Africa going down
from 10.7 percent in 2013 to 6.2 percent in 2014. Packaging
in Africa is fast catching up to meet the growing needs of
a continent that is booming with investment from a vast
number of foreign players. Given the relative lack of proper
infrastructure, the vast distances that goods need to be
transported over land from a few international ports make
packaging a necessity.Food and industrial goods imports into Africa make
up a significant share of the packaging market in the
region. Rising demand for packaged foods, a need to
keep costs down and investments in food processing are
propelling the growth of packaging in the region.
Automation of packaging is helping speed up the
process of packaged goods, allowing it to meet grow-
ing demand. As the demand for packaging increases, so
does the demand for automated packaging.Africa’s middle class (defined as those earning at least
US$450 per month) has triples, according to a recent study
by Standard Bank. This group in the continent’s 11 biggest
economies has tripled, from fewer than five million in
2000, to 15 million today. In the next 15 years its numbers
may swell by another 25 million. The GDP of the biggest
economies has also grown faster than its population.
Africa’s demographic boom is exceptional and all indica-
tions are that the continent might be able to cope with it.
This massive growth in Africa’s middle class will
have a direct impact on the purchasing power shift into
the future. It’s this shift that we in packaging have to be
aware of, plan and prepare for, and ensure that necessary
steps, like education and training happen now so that all
involved can reap the multitude of benefits in the years
to come.Education, I believe, is what stands between
wherever we may be now and a successful, productive,
competitive and rewarding future. Packaging is a science
and if we want to prevent a void of knowledge in the
near future, then we need to ensure that we continually
update our knowledge. Management consultants for retailers, wholesalers
and manufacturers suggest that the packaging industry
will suffer if it does not take itself seriously enough
and ensure that its participants are continually being
educated to improve packaging knowledge and skills.
Africa in this regard is no different to the rest
of the world and so I’d like to suggest that back-to-
strong-basics, consolidation of business, a cooperative,
consultative approach within the industry, underpinned
by ongoing education will ensure that Africa meets the
needs of the future in a vibrant packaging industry; and
I wish them and those that assist them, every success.
Pierre Pienaar is education director at the Australian
Institute of Packaging (AIP).www.aipack.com.au
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AIP MEMBERSHIP 16
INDUSTRY COLLABORATION
Aerosol Association Australiawww. aerosol.com.au
Food Innovation Australia Limited (FIAL)www.fial.com.au
Australian Food & Grocery Council (AFGC)www.afgc.org.au
Australasian Bioplastics Association (ABA)www.bioplastics.org.au
African Packaging Organisation (APO)www.africapack.org
Australian Packaging & Processing Machinery Association (APPMA)www.appma.com.au
Australian Packaging Covenant (APC)www.packagingcovenant.org.au
The Australian Institute of Food Science and Technology (AIFST)www.aifst.asn.au
Australasian Bioplasticsa s s o c i a t i o n
IGDwww.igd.com
The Australian Packaging Covenant is a voluntary initiative by Government and Industry, to reduce the environmental effects of packaging on the Environment. It is designed to minimise the environmental impacts arising from the disposal of used
packaging, conserve resources through better design and production processes and facilitate the re-use and recycling of used packaging materials. The Australian Institute of Packaging is a signatory to the Australian Packaging Covenant.
The Australian Institute of Packaging has for many years worked in collaboration with a number of kindred associations in delivering technical functions across a broad spectrum of industries. Some of these include:
World Packaging Organisation (WPO)www.worldpackaging.org
Society of Plastics Engineers (SPE)www.plastics.org.au
The Packaging Forumwww.packagingforum.org.nz
New SPE logo 140610
Institute of Packaging Nigeria (IOPN)www.ioppk.com
Indonesian Packaging Federation (IPF)www.packindo.org
Institute of Packaging Professionals (IOPP)www.iopp.org
The Institute of Materials, Minerals and Mining (IOM)www.iom3.org
IOPNINSTITUTE OF
PACKAGING, NIGERIAINCORPORATED IN NIGERIA; RC 630559
The Surface Coatings Association of Australia (S.C.A.A.) www.scaa.asn.au
Packaging Council of New Zealand (PACNZ)www.packaging.org.nz
Flexible Packaging & Label Manufacturers Association (FPLMA)www.fplma.org.au
Asian Packaging Federation (APF)www.asianpackaging.org
• To serve as an independent professional body of packaging specialists. • To promote professional standards of competency through education and training.
• To advance and promote the standing of packaging specialists as a profession.
• To serve and establish the confidence of the community in the packaging profession.
• To aim towards professional qualifications for all Members. • To uphold professional integrity and ethics within the profession of packaging.
• To influence regional and global packaging communities.
AIP MISSION STATEMENT
AIP MEMBERSHIP
PH: +61 7 3278 4490 [email protected] aipack.com.au
MAKE 2017 THE YEAR YOU INVEST IN YOUR CAREER
BUILD YOUR PACKAGING CAREER ON FIRM FOUNDATIONS WITH THE AIP.The Australian Institute of Packaging (AIP) is at the forefront of packaging training and education in Australasia; helping to shape the careers of generations of packaging professionals - from packaging technologists to international packaging business leaders along with a host of people in associated disciplines - sales and marketing, purchasing, production and environment.
CERTIFICATE IN PACKAGINGThe Certificate in Packaging is an internationally recognised Level 3 qualification designed to meet the training needs of a wide variety of personnel in packaging, from the new entrant looking for a great start, to design, production, management, sales, marketing or purchasing staff looking to deepen their packaging knowledge.
WHAT’S IN IT FOR ME?The Certificate in Packaging provides a level of insight and understanding of the packaging industry that adds real and measurable value to careers and businesses. Packaging is a fundamental part of modern business, and the Certificate in Packaging provides you with the ‘detailed overview’ of packaging processes that broadens your knowledge, adds value to your business and helps you to prove your worth.
DIPLOMA IN PACKAGING TECHNOLOGYThe Diploma in Packaging Technology is an internationally recognised Level 5 foundation qualification that prepares students to take responsibility for packaging operations at any level through the supply chain and can also lead to higher level study.
WHAT’S IN IT FOR ME?Completion of the Diploma in Packaging Technology demonstrates your commitment to your career and to the industry. Delegates who successfully complete the Diploma are equipping themselves for senior positions within the packaging industry. Networking opportunities abound, providing the chance to draw on the experience and knowledge of others.
MASTER OF FOOD AND PACKAGING INNOVATIONThe Master of Food and Packaging Innovation is a new inter-disciplinary degree that explores food science, entrepreneurship and innovation in product and packaging design at an advanced level. This unique course forms part of a joint University of Melbourne, Mondelēz International and the Australian Institute of Packaging initiative, with the support of the Victorian Government. WHAT’S IN IT FOR ME?You will learn the skills necessary to develop valuable and innovative food products that address key issues such as transportability, durability, tamper proofing and perishability issues, as well as key environmental, economic, social and ethical factors.
CERTIFIED PACKAGING PROFESSIONALThe Certified Packaging Professional designation is the leading mark of excellence internationally and a must-have recognition of industry proficiency and achievement for packaging professionals under a new partnership announced by the Institute of Packaging Professionals (IoPP) in the U.S. and the Australian Institute of Packaging (AIP).
WHAT’S IN IT FOR ME?Attaining the CPP designation is an excellent investment in your professional development, and the credential defines the packaging professional and allows organisations to seek out and hire the right professional based on verified knowledge, skills and industry contributions. Using the CPP program to assess and evaluate one’s professional competency validates you as internationally proficient as a packaging professional, a cut above your peers.