Material-First Mindset: Rethinking Packaging Design for a Sustainable Future
For years, packaging design has been led by marketing needs—logos, typography, and shelf appeal—while the materials themselves were often an afterthought. But that mindset is shifting.
Today’s consumers are more aware, legislation is tightening, and the environmental cost of packaging is under scrutiny. In this new landscape, material-first thinking isn’t just a trend—it’s essential.
The Blind Spot in Packaging Design
In traditional design workflows, visual branding comes first. The choice of material? That’s usually made later, often dictated by cost or convenience.
But this order misses a critical fact:
Between 50–90% of a product or package’s environmental impact is determined by its Color, Material, and Finish (CMF).
That includes:
· The raw material itself
· How it’s sourced and processed
· The coatings and finishes applied
· And, crucially, how it’s disposed of
A high-gloss laminate might signal luxury, but it often renders packaging non-recyclable. Overengineered boxes with excess space and mixed materials may impress momentarily—but frustrate consumers and fill landfills.
Packaging Is Part of an Ecosystem
Designers face growing pressure: tighter timelines, more deliverables, and increasing competition. But in a saturated market, aesthetics alone aren’t enough.
Consumers—especially younger, values-driven ones—are looking for brands that take responsibility. Sustainability is no longer a ‘nice to have’; it’s a competitive advantage.
What Is a Material-First Mindset?
Shifting to a material-first approach doesn’t mean giving up on creativity. It means making creativity smarter, more purposeful, and more aligned with our planet’s needs.
Here’s what it looks like in practice:
1. Bring Materials In Early
Include materials specialists, engineers, and suppliers from the start of the design process—not at the end.
2. Prototype for Circularity
Design packaging with its full lifecycle in mind. Can it be reused, disassembled, or recycled easily?
3. Tell Stories Through CMF
Let the texture of recycled paper, the rich tone of natural dyes, or the raw finish of uncoated fiber speak to your brand’s sustainability ethos. CMF isn’t just surface-level—it’s storytelling.
The Cost of Inaction
Sticking to the old way of designing packaging comes at a growing cost:
· Environmental damage, due to unrecyclable or overprocessed materials
· Brand damage, as customers turn to more responsible competitors
· Financial penalties, especially with new legislation on the horizon
Upcoming Legislation to Know
UK Extended Producer Responsibility (EPR) – Effective October 2025
Packaging producers will pay full waste-management costs, with fees based on material and weight. Plastic and laminated packaging will face higher rates per tonne.
Fee Modulation & Recyclability – 2026/2027
Packaging fees will be adjusted according to how easily materials can be recycled under the UK’s Recyclability Assessment Methodology (RAM). If your packaging is hard to recycle, it will cost more—simple as that.
How Apt Can Help
At Apt, a material-first mindset is central to everything we do. We specialize in curating Colours, Materials, and Finishes (CMF) that reflect your brand’s creative identity and sustainable goals.
Whether you’re:
· Launching a new brand where packaging is the only physical touchpoint
· Conducting a packaging audit
· Or rethinking an existing product line to meet future regulations
We’re here to help you create luxury packaging with the planet in mind.
Get in touch with us today to learn how a material-first approach can elevate your brand
