In November 2011, the Australian Parliament approved plain packaging laws for tobacco products. The new law requires all tobacco products sold in Australia to be in plain packaging – with no logos, branding or promotional copy anywhere on the package. Instead, the only color on the package will be a murky greenish-brown, along with government health warnings and disturbing images of the consequences of smoking. The green color was chosen for its unappealing appearance, and the graphic packaging is meant to deter people from smoking in the first place.
Since the law was introduced, three tobacco giants – Philip Morris International, British American Tobacco and Imperial Tobacco – are taking legal action against the plain packaging. Efforts by the U.S. Food and Drug Administration to require similar packaging for tobacco products, including graphic images and warnings such as “Smoking can kill you,” were recently halted due to potential constitutional challenges.
So what does this issue say about the power of packaging? The graphics, images, colors and messages that your packaging displays have a significant effect over customers, and can be a deciding factor in whether or not they decide to make the final purchase.
At Pioneer Packaging, we are committed to keeping our customers up-to-date on the latest in packaging news, as well as providing packaging solutions with a positive, meaningful impact. Contact Pioneer for more information, and follow @pioneerpkg on Twitter for more news and updates.
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