Packaging as a means for promoting sustainable and aware consumption

Nowadays we are strongly aware of packaging wastes issues: many designers and researchers faced the challenge of eco-sustainable packaging. Conversely, communication problems are little considered, although informative function can have positive or negative impact on consumer’s awareness. This research aims to investigate the role of communication on the sustainability of pack. The theoretical analysis is applied to a specific case study: packaging of organic sauces of Tuttovo S.r.l. The project started from a comprehensive analysis of the packaging: all its aspects were taken into account by appropriate methodologies (developed through the “Observatory of Eco-Packaging”), implemented for the specific category. First of all, we performed an analysis of the environmental sustainability of current packaging (through a qualitative-quantitative methodology), then we defined users’ needs and their way of perceiving packaging (by market researches and eye-tracking methodology); finally we did an analysis of current communication styles for sauces category. This overall scenario allowed to define specific eco-guidelines, in order to design sustainable packaging to facilitate user's awareness. Facing packaging analysis according to systemic design approach, in particular relationships and behaviours analysis, we were able to define new sustainable behaviours and scenarios, such as unpackaged and single-dose packs for people with special food diseases.