Packaging performs many functions: it protects, stores, displays, announces a product's identity, promotes, and sometimes instructs. But today, given increased environmental concern and waste-recycling needs, packaging has come under scrutiny. The functions packaging has traditionally performed remain; what is needed now is environmentally responsive design. Fitch Richardson Smith developed just such a design-really an “un-packaging” strategy-for the Gardenia line of watering products.

A less-is-more strategy was ideally suited to capture the loyalty of an environmentally aware consumer-a gardener. The designers' approach was to eliminate individual product packaging by using sturdy, corrugated, precut shipping bins as point-of-purchase displays. Hangtags on individual products were designed to answer the customer's questions at point-of-sale and to be saved for use-and-care instructions at home. This approach cut costs and reduced environmental impact in both manufacturing and consumption. What's more, Gardena discovered that customers liked being able to touch and hold the products before purchase.

Retailers report that this merchandising system reduces space needs, permits tailoring of the product assortment, and minimizes the burden on the sales staff. A modular system, it is expandable and adaptable and can be presented freestanding or on shelves or pegboards. The graphics are clear, bright, and logical, reinforcing the systematic approach to merchandising and information design. Contemporary environmental values are clearly expressed in this packaging solution. The product connects with consumers who care about their gardens, and the packaging-design solution relates to their concern about the Earth.

Package designers tend to have a strong background in three-dimensional design, design and product management, and design systems.