Marshall McLuhan, a renowned communications theorist, coined the phrase “The medium is the message”—which was revolutionary two decades ago and remains relevant today, particularly for sustainable packaging designers.  McLuhan’s phrase sums up that the medium through which we choose to communicate holds as much, if not more, value than the message itself.  

In sustainable packaging terms—beyond designing packaging to perform a specific fit-for-use function—the material used for that packaging is a medium through which the brand message can be conveyed, like natural, responsibly sourced, and environmentally conscious. This approach incorporates Human-Centered Design principles (HCD) throughout the process and, when done well, sustainable packaging design can improve functionality and strengthen the emotional connection between the consumer and the brand story.  

With the HCD approach, the entire consumer experience must be considered throughout the creative process. The goal: Use design, packaging structure, and materials to make a deeper connection with consumers. It’s essential to ensure you are addressing the following throughout the process: “What do we want our consumers to think, feel, and do when interacting with this package?”  

Packaging can transcend its traditional role as a structural vessel to deliver a product to a medium that reinforces brand points of difference. Thoughtful design choices—from structural shape to the tactile experience obtained through sustainable materials—can reinforce brand attributes and provide an opportunity to create a compelling point of difference by elevating brand values as heroes demonstrated through material choices and overall presentation.

One example: The Lush cosmetics brand, founded on the principles of ethical buying and cruelty-free testing, uses cork to create a tactile and emotional experience for the consumer. The cork material also tells a brand story that reinforces Lush’s point of difference in the beauty marketplace—sustainable, conscious beauty. 

The design innovation required to create sustainable packaging, particularly in beauty, is not simple; it takes time, resources, and imagination.   

About the Author 

Deb Adams is Chief Creative Officer of domo Marketing and a lifelong environmental activist. She advocates for sustainable packaging and leveraging design as a powerful tool to empower people and brands to positively impact our world.