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Die Tricks der Verpackungsindustrie | Die Tricks | NDR

Nov 11, 2022

Die Tricks der Verpackungsindustrie | Die Tricks | NDR

Brightly colored cheap packaging up to high quality how the industry knows in advance what customers want to buy we look into the brain it's all just for show printed waste paper and false promises of nature what seems sustainable is often just washing green and consumer deception of the worst kind and due to recyclable why most packaging cannot be recycled at all we failed mostly due to packaging design which is not meant to be sorted and fed into a cycle ie , the high recycling rate is the Eye-wiper Riders absolutely the

tricks

of the packaging industry with the multi-million dollar business of plastic and cardboard purchases for some a necessary evil for others almost relaxation statistically speaking, each citizen spends around 39 minutes a day in the supermarket one more than another less that goes shopping with you me aha you me like me yes mostly from time to time yes with shopping list or without c yes of course everything here in the head between the shopping list and reality many times are worlds anyway according to a study we plan almost all purchases in advance but in 70% of cases the decision on what to buy and what it is not taken in the store, sometimes something ends up there in the basket what you did not want to buy why because she is there oh now the guilt is gone maybe the content is as good as the packaging promises spontaneous purchases experts call this phenomenon in fractions of a second, the brain decides whether we want to buy or not, usually triggered by flashy packaging. the victim.
die tricks der verpackungsindustrie die tricks ndr
I'm happy yes. designing the packaging of him, they don't hesitate to look back into our brains for psychological

tricks

. I want you to show me how the packaging is made in Hamburg, the main A in Germany. here the agency for brand design of the peter schmidt group is created packaging for many big brands lukas cotrell and his colleagues have been researching what makes a good packaging for years a handwritten label things are also made by hand so it also plays an important role a piece of special paper in any way whether a product is smooth or rough rough products, for example with gray paper, often convey a certain closeness to nature smooth products or simply also, for example, really metallic surfaces so just a little cleaning up the designs have impressed so much over generations that today they are true classics even with eyes closed they are recognized by all what is that i think they are Nutella cups well that is Nutella too when i see them eyes also the ssen you do not immediately notice that glass lid yes and what product is a bottle of Coca-Cola I would take a look zo Cola Coca-Cola how do you get on it so that it is smooth and the top part undulates a little and Cola yes the bottle but from where Do designers know what attracts us and what doesn't?
die tricks der verpackungsindustrie die tricks ndr
That's a long process, says creative director Professor Rüdiger Götz, even the smallest changes in colour, shape or material can totally change the overall impression. I notice the difference and maybe. I'll feel it myself when I think that it can't work on all spiders, what I'm not exactly attracted to should be more striking, but why did it happen here that readability doesn't really improve how it would be better with that here, too, it's about express liveliness a certain joy the product was also supposed to stimulate m It also motivated the normal variant to introduce some aggressiveness through these biases and before I know it, Rüdiger Götz is testing me how customers react to the smallest changes: the original on the left and the new designs on the right before it is finally thrown on the market just trust them only their intuition or their experience of course our experience is very important but of course there is also a great economic importance here, and here, of course, it is a high risk for the company to present a new design that is intuitively liked and that can lead to many fewer consumers. ores look for the product that's why all the packaging is tested beforehand most people think this is what market research looks like what do you think market research looks like so Max used to say let them run through the streets and ask people who can get the allowed things to try because wah Apparently, judge by the question likes, dislikes or customer surveys are part of this, says Rüdiger Götz to really make sure After the packaging sells well, the industry goes a step further, so everything is even more scientific and tries.
die tricks der verpackungsindustrie die tricks ndr
Appropriate measurement methods to scientifically record and document consumer reaction. This includes, for example, the MRT. This is what modern market research looks like. The industry examines the brain waves of test subjects and uses MRT to measure how well packaging is received by customers, who look inside the brain you didn't know that, science has a term for that too, it's called neuromarketing changed and the dev rfe stored on a hard drive, so I'm on my way to Berlin at the MRT brain center of the Freie Universität. I have an appointment with Professor Kai Markus Müller, the consumer psychologist, has been researching for years which packaging triggers which emotions in us.
die tricks der verpackungsindustrie die tricks ndr
I'm their guinea pig and then they really look into my brain first we take a picture of the whole brain to see what the brain looks like anatomically and then we show the different packaging and then we see how the blood flow changes and from this we can draw conclusions where activation has taken place in your brain i find there is some activity in my brain it is very important that there is a very strong magnetic field there now we have to take off all metal objects we are wearing so take it off your rings, watches and belts, the magnet on the MRT would attract everything like a bunch of keys so it can start afterei Other times I am shown images of products first the original packaging and then the new design my brain reacts to both completely differently sometimes I have expectations higher, sometimes I feel more annoyed or demand more.
die tricks der verpackungsindustrie die tricks ndr
Professor Müller can see exactly whether a package has positive or negative sentiments. me and how the new design behaves in comparison, even if the differences are minimal Professor Müller also showed the images to 20 other test subjects What are the results of the first example? We will be using an iron in two packs, the only difference is once with the left once held with the right hand, what would my brain have decided? I mean, I think the example on the right is better. it's just minimal. I have others significantly taller. Iron expectations when it is on the bill. d is held with my right hand probably because the clothes are softer when I take the photo with my left hand my brain detects the danger why?
die tricks der verpackungsindustrie die tricks ndr
Probably because we are mostly right handed, even left handed people are used to seeing pictures of right handed people I think I might burn myself with the iron on the left, my brain says the packaging on the right would sell much better, small difference , great effect, almost everyone in our survey agreed which conversation through spontaneously more to spontaneously the right left why left because I left the following example yogurt on the left the original packaging on the right the version slightly modified by the designers I can't say exactly why you like the new design better the brain scan shows it right away the one on the right shows the strawberry in the foreground this means a reward is expected in our brain we expect a great taste experience and the emotional N The networks trusted were activated much more if the strawberries are actually included, it doesn't matter, the pictures of fresh fruit alone gave me a strong push to buy these coffee pods, the designers not only added fresh coffee steam and beans but also added one to the plastic pods that Ökolook missed to amazing effect if combined sustainability with taste in this case then the brain really wanted to buy then all the positive networks of the brain all the positive emotions were activated much more than in all the other cases so that the designers feel their way to the optimum with the packaging of measurements of brain waves and change it until our brain only has a desire to buy, which means I buy unconsciously as a conscience and can't resist buying at all.
You can only resist buying if you go shopping with a shopping list and if you're also sticking to what's on the label, a brain scan clearly showed we love sustainable packaging while Ökolog was selling very slowly a few years ago , the environmental debate in recent years has caused a change in design trends as well, no I don't want to buy so much plastic anymore, that's the way it is these days. Environmental awareness. Sustainable for packaging. reusable. Very natural. Sustainability. it's really so eco the trick with greenwashing i have an appointment with german environmental aid heavily loaded with shopping we go to thomas fischer on the third floor the circular economy expert should take a close look at my supposedly sustainable packaging we went shopping and brought examples with us so that's the classic milk carton with the brown paint ch that's exactly what's suggested i'm eco friendly i'm eco friendly most people associate these brown paper fibers is recycled paper and that's why i like it reaching for the beverage carton where is the troublesome paper? even new fibers are always brown and that doesn't mean anything and for beverage cartons new material is always used, ie new trees are cut down, so the packaging is not made from waste paper and should not be thrown in the bin due to the plastic lining inside. this crusty bread package is only printed afterwards so people become a thing of the past and must have this product here for example the pasta packaging actually looks great from the outside of the paper if you open it up, you can see the plastic film and that is composite packaging which is eco friendly by appearance but not recyclable the material burns There are examples like this in Hauff this Jam that is why the packaging is made from recycled material , let's see what's inside, the lid is only covered.
This is very popular In the sense of a sustainable future, not all jam jars are suitable for Thomas Fischer, these are just cheap marketing gimmicks and that's really bad greenwash packaging because it's not cork at all, it's a plastic mixture that is supposed to simulate a natural material When asked, Zentis confirms that it is a mixture of cork and rubber, but cork is used which saves resources from production waste, someone is trying to fool us with that, it's a bit unfavorable for the consumer because he might look for this product because he wants to buy something sustainable and then it turned green, you will come too, no You can't check it in the store either, but then I buy both exactly once, then I recognized them and then, of course, they were just. welded veggies here too Plastic and foil how do you buy them mostly loose but cauliflower is always unwrapped you can get the lemons individually now with cucumbers you can buy them super there are always peppers but often they aren't ? exactly that we don't buy well no I don't want to say honestly maybe also because we find it difficult according to a study by German Environmental Aid, 80% of fruit and vegetables are packaged in discount stores and in supermarkets, at least half of they have long been requested by the federal government's foodwatch organization on fruit packaging: the working group on packaging and the environment agvo is a vert interest group We set up big names like Lidl and Aldi, but also Coca-Cola and Nestle.
We requested an interview in writing, but received a refusal. Participation in the form of an interview is not desired. Managing Director Kim Cheng explains to me that the ban on fruit and vegetable packaging is in effect when you look at fruits and vegetables, grapes, raspberries, or tomatoes. Some of these fruits and vegetables have to be thrown away simply because they mold faster and from our point of view the ecological damage is much more serious than if plastic film cartons are used, all of this is essential to protect the products. Thomas Fischer, from the German Environmental Aid, considers this reason to be false, he believes that it is a different fruit. and the prepackaged vegetables had a barcode that you can draw very quickly and easily over the cash register when you buy individual items it suits your needs and is good for the environment no packaging wasted but if you need to do everything individually Weighing which slows down the checkout process and is therefore not very popular in supermarkets and especially discount stores Plus pre-packaged fruits and vegetables just sell more here I can decide I take two lemons here you have to take six yes no I have no choice if there is one.
I don't really see that the potatoes aresoaked because usually there are two of us. There is a huge package for them. So why is it offered like this? Yeah, then you buy more and the rest is thrown away, so not only does the packaging run out, but there is also a lot of food in the bin, not just fruits and vegetables, almost all other food is packaged, some al double and triple according to a study by the Federal Environment Agency, around 19 million tons of packaging waste are generated each year is all this necessary, yes, the packaging industry believes so, but that is how little as much as possible that means looking where you can Verpa In fact, this has made the industry incredibly successful over the last 30 years.
Many customers have a completely different impression. Every year, thousands complain to consumer advocates about packages that are too large and claim to hold much more content than is actually inside. What does the association say about this? there are still these cases on the market from my point of view but they are fewer and fewer have done a lot of research over the last 30 years to reduce material why is there so much packaging? bigger than the content maybe because it's still worth the air business number large package little content we've collected some good examples Lidl's crownfield cinnamon walnut muesli let's calculate how much is in here is how much should be in there in your opinion fill this out packing with muesli how is it i wish it was right then the lid is straight so yes it's a bit reasonable to put more that amount it has to be there now is yes so you can't see it from the outside they did it very cleverly no that's why we used our x-ray vision or we went there and looked inside the package and now we're going to show you the harsh reality and it doesn't look like that, so few are like that, i expected to have a small package.
We asked Lidl why there is so much air in the can. Answer: they won't elaborate on the make up of the range in principle even with the T. many completely underestimate the task of filling an empty box how many tea bags would you expect to actually look quite attractive or ray vision X reveals it looks less if once you get behind it that's the reality if you saw it like that you feel cheated but you don't usually see it that way you open the thing up and somehow they lay so limp, Bahlsen's chocolate biscuits are also loose there and were distributed very well for this Integrated and inclined angles actually the package is half empty we show our products Britta Schautz from the Federal Association of Consumer Organizations her printing the legislator makes it too easy For manufacturers, it is allowed to cheat in the measurement but it is not specified when there is a cheat, only an administrative guideline that says that there should not be more than 30% of air in the packaging. than food, but that only applies when the filler, for example muesli or washing powder, can be subsequently combined, manufacturers can argue that the fill level is due to technical reasons and the law leaves even more room for manufacturers consumers feel from the outside or see through the window how much I really am inside, the packaging can be significantly larger than necessary, but that can also be a nasty trick of the manufacturer, because I can see the product, but often the level filler is just above this window and i think there is a lot more to the packaging here the transparency is actually faked to me others blow extra air into their bags thus making it impossible to feel them then they call it a protective atmosphere a big hassle for many large size chocolate packaging for chocolates is allowed to be surrounded by six times as much air, that is, if I have 10 grams of chocolate, in so I can have 60 milliliters of air in this package to protect the chocolate because it is considered a particularly sensitive food and we all know the result of the huge solar package that then there are seven pieces in the kö should be reduced to a third example following moisture cancer here too only the x-ray picture shows the bars installed why only some crucibles are only half the size of the packaging is it allowed apparently already exactly is allowed and when is it allowed when outside on the packaging you can see how big the jar inside and you can clearly see that here or oh actually look it's the shading somehow the shading is the entire jar and that's the packaging here around here is the lid and here you can see indicated that the crisis is also supposed that the content of the consumer advice center estimated that deceptive packaging like these 3 million additional trash cans per year or they have to be disposed of and then what happens to them, then the garbage disposal is out of sight, but not alone in this sorting plant in Hamburg around 400 tons of packaging waste are delivered every day from the north the spokeswoman for nasty diana violia press elaborate then separate them here into different recyclables ok now the trash starts that's not trash anymore these are now recyclables so that's what comes out in the end this is how it should be sorted here so here are complete blocks nice and tight, no, a block weighs about 400 kilos, it comes out naturally, goes into the press, snaps together, to hold up during transport, of course, and then they make new plastic out of it again, a perfect cycle really , but the system doesn't really work smoothly the fairy tale of recycling Germany is world champion in recycling and is very proud of it 70% of all packaging waste is recycled Prof.
Kerstin Kuchta, an expert in waste management at the Technical University of Hamburg Harburg, criticizes Prof. Kerstin Kuchta, according to statistics, an incredible value that is not correct. the first stage of classification, we lose half is classified because it cannot be classified because it is a multiple material that cannot be used, then it is processed, washed and crushed. so very good quality To get it we have to sort a third and a half again and then we are from the good 70% in the front to the 20 22 percent in the back which is recycling The rest of the packaging waste is not recyclable and is incinerates, which means the high recycling rate doesn't really correspond to that at all.
The reality is that this is window dressing, so we failed above all because of the design of the packaging, which is not meant to be sorted and fed in a cycle. Professor Kuchta wants to show me where the problems are here, like a cat food packaging, it's not a plastic but probably three plastic layers an exterior that is beautifully shiny and colored there is an interior that slows material contact and in the middle a metal vapor coating that prevents water from passing through the experts multi-layer they call this packaging, which consists of several different materials, each layer can be recycled individually, but if it is an unusable mass, that's like after a normal letter like that, everyone knows that I eat cheese packaging also in multivacuum yes, even worse with the other one, you can even see that there is metal inside here is a transparent plastic there are different layers up to seven layers it can be plastic can of being multi-layered without you being able to see it with your eyes, but the result is exactly the same if I melt it now, then there are buns, then there are the flecks, as we call them, and the holes because it doesn't melt evenly, plus they are not recyclable Sausage and mince casings they got me is a UV coating that blocks light and prevents the meat from turning gray black Plastic is also not recognized by the sensors in the sorting system and these fruit cups and vegetables cannot be recycled contain so-called additives for a stable shape or tubes and bottles which are almost always made of a different material than the corresponding cap you do not unscrew them both are useless for the recycling cycle not really a big problem just you have to know that next time there are countless examples of non-recyclable packaging that can only be incinerated and cannot be turned into new plastic, although many believe that it could It really does put a damper on the motivation of our consumers who think they make an effort and break away and do and do and in the end have to find out that yes unfortunately it's quite a lot for the container yes we shouldn't allow that because it works and if it really lumps.
If we address it, we can change that and that's why we need consumers to keep pushing manufacturers for the right to claim that my packaged food must be packaged so well that I not only enjoy it, but the packaging also does the circulation. means again for food and the industry wouldn't yell at all but I would say ok of course we would write it it's a reflex but they could and they are preparing for it so it wouldn't be too bad. and there really are many technical implementation options for this as it sounds confident in the packaging industry itself but lowers expectations too high.
I think people underestimate what a change in packaging sometimes means, so there are definitely packaging solutions that can be improved. but in fact it is so that sometimes the production lines do not go very far Here it can be changed, sometimes a packaging solution is accepted because you would have to change a complete production line and a filling machine and that is not easy, so I can snap my fingers and say we need new packaging here and then you make the paper roll but it's quite dependent on the whole value chain a switch to new environmentally friendly packaging is expensive that's why the industry is putting it off for the moment also because the political pressure pile says that environmental aid packaging is not expensive enough yes it is so to put on the market Packaging and packaging concerns are still too cheap and the law must ensure that resources are used wisely moderation and efficiency and for this reason it must also cost something, although the European Union already demands 80 cents per kilogram from all member states they do not recycle more capable containers but that doesn't bother the industry very much this plastic tax already exists but it is paid by the taxpayer with taxpayers' money that is transferred to Brussels, specifically 1.4 billion euros last year, which means that consumers are using and paying currently for non-recyclable packaging Actually, responsible companies should, but it will probably be a while before the time comes.
The mountains of garbage are getting bigger, even if many consumers want to save on packaging, they are difficult to get into the supermarket, yes, it is true, they come packaged, sometimes they come like this, so better take them and then give one away, they are great for halloween and co when all the kids come and somehow it's more hygienic for me to reach but think about it l the environment is definitely not nice but the consumer himself is responsible for such packaging industry said industry offers packaging solutions that they also correspond to the wishes of the consumer that it doesn't always help to be alone in the packaging industry and say it's your fault, but if they weren't on the shelves, consumers wouldn't even reach for them.
Then why? But that's almost socialist so I wonder who decides because what's still offered on the shelves is subjective so if we want less packaging then we have to have a discussion with the consumer about what products we need but also what we definitely would have packaging, meaning for transportation, 50 percent of the packaging that the consumer doesn't experience at all, it's somewhere in logistics, merchandise storage there's packaging everywhere that's why these unpackaged stores are a bit because somehow the nuts also got there not really she goes shopping in the store unpackaged out of conviction Birgitta Bolte from Rheine tries to avoid any kind of packaging cookies and chocolate plate bars of soap and olive oil even toilet paper and farce oo she buys empty unpackaged cans and jars to fill them she has them with me I have my spaghetti container that basically nte first it weighs 137 grams then I go with a glove because I have to reach there directly and you just take my spaghetti out by touch that's about 300 grams my kids love spaghetti and when it's full then it's about a month in supermarkets normal.
Birgitta Bolte doesn't like double and triple packed food, it annoys her immensely. it will never be possible to recycle anything, you have to go to the source and really say that unpacking is much more sensible and environmentally friendly and also more sustainable while Birgitta Bolte says that unpacked life is a task for the whole family Christian Kühling directs the unboxing shop he is managing director of a lot in steinfurt his customers ft is mostly older but why shopping is also a matter of time that means you have to invest a lot of time which is more time consuming than in the unboxing shop discount so i can run my shopping cartshopping through the races Throwing the package carelessly I say in the car we need it much longer and yes, you also have to have this time now all the products like muesli rice or something like that have to come to the store here too, they don't come unpackaged here or there is also packaging right, in any case there is packaging We get most of our products in big 25 kilo bags, 25 kilo packaging if you convert this into other products that is of course a fraction of the total and we also have pure paper packaging, which of course also makes a difference compared to plastic packaging, but we also have suppliers who supply us with reusable packaging.
Christian Kühling lets me take a look at his warehouse to prove it. n on the shelves only large metal buckets and cans the grain is infested with insects and is decanted instead of individually wrapped products many reusable fruits and vegetables no loose waste but one thing stands out to me is the price, the products are a little more expensive than packaged why actually packaging is omitted so basically that is not the case it may even be that we are cheaper it may also be that we are more expensive and that also has a reason to save of course , in the packaging. it also saves money but for us as a dealer the effort is much more for their customers not only the effort but also the greater burden but Birgitta Bolte is happy to accept that I can walk her home bring help included let's save the spaghetti I'm curious Tata looks yes rude it's almost like in the store unpacked it has a certain resemblance to you in any case and where they were at the beginning g the biggest difficulties for us was actually the most difficult at the beginning in the bathroom because not everyone likes they like all the new products i brought with me so first of all i can get by with a solid shampoo or even the toothbrush tablets, the kids said right away it was too hot for me.
I don't want to put the look of the bathroom. Can we look around? The bathroom is actually surprisingly empty. There are almost no bottles or tubes. Instead of solid soap and shampoo. I'm sorry, like a woman does makeup, the makeup stuff is a bit hidden here, but cream, toothbrush, deodorant, hairbrush, hair wax, but the hidden makeup box, I'd like to look there, not to check it, but to understand how it works, no. longer so here for example the face powder is homemade it's just cinnamon and cornstarch just with lipstick and mascara it gets hard thinks Birgitta Bolte here she runs into ih re limits with the rest she tries to do everything herself deodorant you can make yourself hair wax you can do it easily those are basic ingredients so simple that you can get easily that it's actually crazy to keep buying new ones to have new packaging that's no problem i have everything because we have to go back to the cooking for deodorant Birgitta Bolte just needs coconut oil soda and cornstarch so we have the coconut oil here now I've melted it here just three full tablespoons then comes two tablespoons of soda ie tablespoons Cornstarch on top of that that's all , that stirs really well and then it's poured into the glass it's very quick of course those are just three ingredients you really have in the house anyway so that's exactly it. before a pea sized amount and then about and then cream is applied once to the right and to the left and that's enough for a lifetime unpacked how's that for T? daughters tabea and maren well i think that's very good of course there are disadvantages as well as the fact that now you have your favorite candies that are now wrapped that you don't but i don't think it's a good thing and neither are you.
I don't think it's that bad not as bad as that really is in everyday life for example at a children's birthday party for me the presents are usually wrapped in newspaper we usually use the tape again for me it's not bad not at all so I'm always happy with gifts and the bottom line is what's inside counts our bottom line even if the packaging protects our products many manufacturers trick us with nasty

tricks

and produce more waste than necessary but if customers change their buying behavior and have to make some efforts to do so the industry and yours would have to adapt by changing packaging practices long term its in our own hands i dont want to be a part of one pop and be cool but I want to do what I want, I want to make music that I can feel and feel.
That was really a release because you suddenly realized that you can be real too.
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