Trends in the packaging industry and the increasingly rapid changes in consumer behaviour were the overriding themes at the 5th Packaging Inspiration Forum, held by the PrintCity Alliance in Hamburg on 26 and 27 February 2018. The one-and-a-half days of the event offered an ideal opportunity for further discussion of the presentations, breakout and panel sessions. The event achieved 150 visitors, a record number. As in previous years, the Grand Elysée Hotel was the ideal venue.

Trends in the packaging industry and consumer behaviour

Trends in society are changing at a breathtaking rate, heading consistently in multiple, often seemingly contradictory, directions. It is consequently becoming increasingly difficult to distinguish between real trends and hypes. Technical development, very largely driven by digitisation, is likewise making rapid progress.

In a series of presentations, the speakers approached these topics from widely different angles, thus providing inspiration and ideas. The subjects addressed in this context included not only changes in society, but also e-commerce, digital printing, Industry 4.0 and new finishing technologies. Because there are no stock answers, ideas and options for business action could only emerge from a discussion of a broad range of viewpoints.

The first day therefore ended with a panel discussion. Which megatrends will have the strongest influence on the packaging industry in the coming years? And how are businesses gearing up for them?

Record attendance at the 5th Packaging Inspiration Forum

“We are amazed that the event met with such a great response and that we were able to welcome so many guests,” said Rainer Kuhn, Managing Director PrintCity, summing up the Alliance’s satisfaction. “The 150 participants even took us to our capacity limits, and we were unable to accept all the registrations we received.”

The large number, plus the diversity of participants, provided a wide range of inputs, including those from brand owners, agencies, packaging manufacturers and suppliers. 

Good numbers in each industry category ensured that all viewpoints were shared at this event. Everyone found interesting discussion partners and made new, valuable contacts.

This was also reflected in the very lively discussions throughout the event and at the Networking Dinner.

6th Packaging Inspiration Forum in Autumn 2019

The next Packaging Inspiration Forum will be held in Autumn 2019. The PrintCity Alliance is considering staging two events - in both the North and South of Germany.

Trends and consumer behaviour:

150 experts from every segment of the packaging industry met at the 5th Packaging Inspiration Forum in Hamburg

The subjects addressed included not only changes in society, but also e-commerce, digital printing, Industry 4.0 and new finishing Technologies.

Trends in society and their impact on colour and design in the packaging industry

Julia König, Designer, LEONHARD KURZ & Filip Roscam, Design Director, Merck

Hype or trend? The zeitgeist is subject to rapid change. Generation Z is increasingly determining trends in design and colour.

The box-in-box illustrates how these trends impact design.

Panel discussion: Consumer behaviour and megatrends

Tom Müller, Group Intelligence, Moderator

Many questions from the audience revolved around digitisation. But participants were also greatly interested in demographic change and the growing awareness of sustainability.

Fight for Excellence – Return to the senses

Honory Senator h.c. Günter Thomas, Managing Director, & Julia Groll, GT Trendhouse 42 and GT Produktion

Realistic and high-quality: Print products derive their full impact from authenticity and continuity.

Perfect multisensory Systems!

e-Commerce – Requirements imposed on packaging

Maximiliane von Klitzing, Consultant, Pacproject

Maximiliane von Klitzing took listeners along on a consumer’s journey from product search, to ordering, all the way to shipping and receipt of goods.

E-commerce simply is much more than just good transport packaging!

Customer Touchpoint #1 – Part of the brand experience: Packaging

Michael Weber, Director Corporate Marketing, THIMM Group

Intelligent packaging creates an unboxing experience for the customer. In this context, innovations like single-material solutions and multi-use packaging make an important contribution to sustainability. New marketing options can be accessed by means of upselling. Digital printing is playing a continuously growing role in this Segment.

Breakout-Session: Transport packaging

Dennis Grotian, Metsä Board

The personalisation and finishing of transport packaging expands the unboxing experience. Various samples, from classical 4c printing to enhanced personalisation in digital printing, as well as potential use scenarios demonstrated current and future possibilities.

Breakout-Session: Mock-up – Rapid Prototyping

Christian Schumacher, LEONHARD KURZ

Also, or possibly especially, in the age of digitisation, haptic experiences are irreplaceable. Only using the “living object” can the right decisions be made in terms of design, finishing, colour and shape. But how do realistic mock-ups fit in with time-to-market requirements?

Breakout-Session: Packaging design and implementation

Alexander Dort, Designer & Media Producer

A new candy box is a shining example, not only because of its shape, but also because of its optical and haptic effects. The new label and a highly enhanced sample folder were also presented. As customary for detailed tutorials: descriptions of the production process and materials were included.

How do we get to the packaging of the future?

Jörg Kuhlmann, Consulting Director & Nils Hoffmann, Business Development, Pacproject

The Trend connector helps to “translate” consumer trends into packaging requirements. With the PackagingWheel®, the various requirements are systematised and evaluated based on a planned product package.

Making packaging and sustainability a management issue

Micha Goes, General Manager, pacoon

A consistent sustainability concept can only succeed with the express commitment of company management. The changes are far-reaching and they affect many areas of a company. But the impact is tremendous!

360° Fantastic Packaging Creation – The optimum process from idea to market

Oliver Renz, Head of LSD Hamburg & Jürgen Hein, Head Sales & Consulting, LSD

Integrating all decision-makers involved in a process can be a success with digitalised workflows. Industry 4.0 is the key to success in packaging development.

Augmented Reality

The possibilities of this fascinating technology are virtually endless, as numerous examples from all over the world Show.

CONSUMER FIRST!! Packaging Design Experience: Attract, Communicate, Convince!

Charlie Calvert, Creative Director, Brandpack

The customer should be at the centre of all considerations. But what does that mean in concrete terms for the packaging?

Agile brand management – Even in the Old Economy?!

Andreas Milk, General Manager, MILK Food & Design

The mobile Food Innovation Lab delivers rapid results “from the road” for brands, manufacturers and retailers.

A paradigm switch in product and packaging development.

Record attendance at the 5th Packaging Inspiration Forum

“We are amazed that the event met with such a great response and that we were able to welcome so many guests,” said Rainer Kuhn, Managing Director PrintCity, summing up the Alliance’s satisfaction. “The 150 participants even took us to our capacity limits, and we were unable to accept all the registrations we received.”

Rainer Kuhn, General Manger, PrintCity Alliance

Companies and organisations represented at the event

Achilles veredelt / All4Labels / Beiersdorf / Bertelsmann, Topac / Bischof + Klein / BlueBioTech Int. / Bösmann Medien und Druck / brandpack / Bräutigam Medien / Breitsamer und Ulrich / Brita / Buss Fertiggerichte / Canon / Carl Kühne / Cavendish & Harvey Confectionery / Constantia Teich / Delkeskamp Verpackungswerke / DFTA / display Verlag / Messe Düsseldorf (drupa) / E. Michaelis & Co. / Edelmann / EILKEN brand building & design / Elbe-Label Jürgen Diederichsen / Epple, Sicolor / EUWID Europäischer Wirtschaftsdienst / f:mp. - Fachverband Medienproduktioner / Factor Design / FarbWerk / Fedo Pack / Feldmühle / Flint Group / foodforplanet , Josera / Giesecke+Devrient Currency Technology / Gissler + Pass / Gollnest & Kiesel / GRÄFE Druck / Graphischer Betrieb Gieseking / Grieger / Gundlach Verpackung / Günter Thomas Trendhouse 42 / Halle Karton / Heidelberger Druckmaschinen / Highlight Media / IST METZ / Kartonveredlung Knapp / Kneipp / Köln Messe (Pro Sweets) / LasX, Dr. Wirth / Leonhard Kurz / Lohmann Druck / LSD / M.I.L.K. / Mankiewicz / Merck / Metsä Board / Migros-Genossenschafts-Bund / mlv Werbeagentur / MM Packaging / MMP Neupack / Model Kramp / Montblanc Simplo / Motor Presse / Multi Packaging Solutions Services / NürnbergMesse (FachPack) / Ostfriesische Tee Gesellschaft Laurens Spethmann / P. Keppler Verlag (Verpackungsrundschau) / pacoon strategie + design / pacproject / Pahnke Markenmacherei / Papier Union / Papyrus / Parsa Haar- und Modeartikel / Peter Schmidt Group / pfc premium film company / Plantamedium / Prinamo / Produktionsbüro Romey von Malottky / Rattpack / Reed Exhibition (VISCOM) / Remtsma Cigaretenfabriken / Ropelius. Marke und Design / spacelab-1 / Steinemann Technology / Swiss Krono TEX / taste! brand identity / Tchibo / tesa / THIMM / TILISCO / TRACK / TRAFFIC Productions / U. Günther / Unilever / VollherbstDruck / VSF&P / Weilburger Graphics / Winter & Company / Xing

About the PrintCity Alliance

PrintCity is a strategic alliance recognised as the “connection of competence” across the entire printing and packaging value chain, promoting the value of print and packaging.

In a dialogue with all stakeholders in the value chain, its objective is to promote and develop the value of print and packaging: brand owners – agencies and designers – printers, converters and finishers – suppliers.

Close collaboration between specialists enables members and project partners to implement highly demanding projects, pushing the limits of what is technically feasible and offering the market a comprehensive knowledge and competence base.

• We deliver value to customers by gathering and sharing leading global know-how within a network.
• We deliver knowledge via seminars, trade fairs, project studies, tutorials, publications and electronic platforms.
• We maximise synergies to develop our industry effectively and cost-efficiently.