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Brand, Packaging, and Sustainability—Can We All Get Along?

Like all packaging professionals, I’ve done a lot of virtual networking with my peers over the past year.

Jen Leonardson 826

One topic that keeps coming up is sustainability. Everyone seems eager to talk about it, but everyone also seems to have a different idea about what sustainability means and what the best solution could be. So, I’ll add my two cents to the conversation.

As a graphic designer who works on package and label design for clients in the manufacturing and packaging space, I must stay current and continuously be learning about the packaging industry. I do this for my own business, but also to help my clients. In fact, I recently joined a group of Climate Designers to be more focused and intentional about designing for the environment.

Many considerations

I deal with regulations and compliance for all types of industries on projects that range from warning requirements for a chemical product label to the brand identity and packaging design for a new food product. It can be complicated when limited to the U.S. When a company decides to expand their reach outside of the U.S., there are even more items to consider. Each country requires specific regulations for product labels, down to the specific font size of warning text and icons, not to mention running into size constraints when adding translations to your product label.

These regulations can be confusing and conflicting, and can affect the original design of the product. That’s why a graphic designer needs to problem-solve and find ways to adjust the layout to fit these items on the label, while still staying within the company’s style guidelines to stay true to their brand.

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