The authors describe the development, over a period of four years, of a research programme for a new container designed to offer an alternative to glass bottles and metal cans for beer and carbonated soft drinks. The new container is the ICI 'Merolite' pack, which offers a low-energy alternative to traditional containers for these important consumer products. There were, however, many problems associated with educating consumers to accept the containers' novel appearance and handling characteristics.
The package is the last message transmitted to the consumer before he makes his decision to buy or not to buy. But is the message always understood? Many things have changed in the last few years. Products, packaging techniques, the environment of the package. The consumer. Has the message-package followed? This is not certain. And how should packaging develop to keep up with the new changes which can already be foreseen?