The Chetan Jain Column: Designing for consumer safety and health
WhatPackaging? brings you a column from Chetan Jain, the executive director of Taurus Packaging.
17 Apr 2025 | 438 Views | By Chetan Jain
This blog covers a slightly different segment of packaging. It might not seem as urgent as other aspects, and yet, it plays a crucial role. I am referring to designing for consumer health.
It is the first time I am elaborating on this subject. It was cursorily mentioned in my previous books. But this time, I thought I should communicate this topic to my readers.
My fourth book, 20 Things I Learnt from World’s Top Packaging Professionals, mentioned this topic at length. In my 18 years of experience, I have explored varied topics of packaging. And this is one unique topic.
Flexible packaging has given us many opportunities to go beyond the regular uses of packaging, such as food security and freight forwarding. From adhering to government regulations to fulfilling customers’ demands, the scope of packaging seems to be ever-evolving.
Designing shrink sleeve packaging with consumer safety and health in mind involves several considerations to ensure that the packaging not only protects the product but also does not pose any risks to consumers.
As consumers are becoming more aware, packaging fervently becomes the critical source of information about the basic details of products. Designing these shrink labels is planned by keeping the designated areas for this information.
Layout and copy
Designing the layout on shrink sleeve packaging requires careful consideration of aesthetic and functional clarity. You may have noticed that critical details are highlighted to get the consumer’s attention immediately. For instance, labels such as non-veg, veg, gluten-free, 100% organic, no artificial sweeteners, and locally grown are usually mentioned at the top.
Health claims
Some key information claimed by brand owners is mentioned for consumers’ benefit. This information allows brands to improve trust and communication from the consumer’s perspective. Labels like FSSAI approved, high-fibre, fat-free, wholegrain, protein, low salt, and sugar content are common. Brands must show the ingredients of the product in decreasing order of quantity for consumers to be aware.
Expiration details
The most critical information, used not only by consumers but also by retailers, stockists, and freight forwarders, is expiration details. This information is one of the most noted points on packaging. With upcoming packaging trends, we can even clearly know the expiration of perishable products due to specialised inks and substrates. Key phrases vary according to the products – best before, use by, and expiry date.
Storage details
Including storage details on shrink sleeve packaging is crucial for ensuring that consumers know how to properly store the product to maintain its quality and safety. For example, temperature specifications on McCain Crispies and sunlight exposure warnings on various pharmaceutical drugs like eye or ear drops. Instructions may include refrigeration, freezing, vertical or horizontal storage.
Shape and size
The sky is the limit if you want to aesthetically and functionally present a product in shrink sleeve packaging. Earlier, we were quite fixed with our approach to standardisation. However, with customisation, we have explored ways to pack in stand-up vacuum pack resealable pouches like Nourish Dal or pouches for single-serve packs like Maggi Pichkoo. Easy-opening and slim pouches are also appreciated.
On-the-go packaging
Packaging on the go isn’t a new concept anymore. We have sack packs that act as a large bowl for consumption. Convenience is best delivered in packaging.
Resealable opening
When we go on trips with various nuts, seeds, and snacks, resealable packaging allows us to eat and seal for next consumption. Don’t you think that packaging has eased our lives a lot? If you want to count your calorie intake, these resealable packages are the best.
Ease of serving
Packaging has eased our work in serving. Remember the old cans that were tough to open? We either used a cutter or a small pulley to open it. Now we have easy, easy-open packaging to facilitate serving.
Counterfeit packaging solutions and technology
This topic requires another chapter to discuss in detail. But long story short, a counterfeit can destroy your brand and erode consumer trust. Any “me too” local brand may try to imitate the leaders. To keep the consumers aware, packaging serves as a distinguisher. You may use special inks, barcodes, or QR codes to highlight the original brand. The use of holograms is also quite effective.