In search of the perfect package

Being functional is not enough. Nor is being attractive or sustainable. Today, the perfect packaging is a delicate balance between creative audacity, ethical design and respect for the intelligence of the buyers. It is an object that informs, seduces, protects and simplifies. That speaks little and acts a lot. That leaves an impression, but not a burden (neither in hand, nor on conscience). Industry professionals know it well: designing with care, combining aesthetics and sustainability, reducing environmental impact losing sacrificing appeal, is an art. But it is also a sign of the times. Today, consumers are attentive, informed and discerning. And they reward those who know how to build not just a container, but a gesture of relationship. The most virtuous companies are already proving it: the search for the ideal packaging is a tangible reality. A reality built on conscious choices, smart technologies and thoughtful details that truly make a difference

SONIA V. MAFFIZZONI -Responsabile editoriale