[ILLUSTRATION OMITTED]
Young's, the seafood producer, has designed a new
scallop-edged carton for its range of frozen fish in sauce.
The copyright-protected packaging design, conceived in-house by
Vanessa Borrill, uses the structure to help consumers more easily
identify products in supermarket refrigeration units.
The latest European report 'the effect of packaging on brand
recognition', commissioned by Pro Carton (Association of European
cartonboard and carton manufacturers) found that cartons offer a
distinct advantage in getting products recognised and increase the
likelihood of being purchased.
On a product and brand level, recognisability of cartonboard
packaging was higher. The study also found that in general, cartons have
a higher likeability rating than other formats, due to appealing colours
and print effects, making the packaging more eye-catching and
recognisable.
Young's used recycled board for the carton, and added a
"slimming scalop" on the front edge, which created an extra
panel on which the firm could print a message about the product's
healthy benefits.
The Grimsby-based firm said the scallop-edge gave each pack a
"new dimension on shelf" and moved away from the traditional
flat presentation.
Young's packaging technologist Einar Olgeirsson said:
"The greatest challenge was striking a balance between what we
could do with our machinery and getting the greatest impact out of the
design."
He said the firm was also considering using this carton design on
other Young's products.
Contact ProCarton on tel 01371 856577 or visit www.procartonuk.com
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NOTE: All illustrations and photos have been removed from this article.