Nanomaterials, more dark matter of brands

Our last post talked about the dark matter of brands in terms certain kinds of knowledge that the consumer has about a brand, some obvious some hidden.

But a recent post in packagingdigest.com suggests that there may be another very real kind of invisible dark matter increasingly showing up in packaging, nanomaterials. As the article points out they could have a huge impact on the environment and our health.

“Nanomaterials are just too tiny to ignore. They’re increasingly being used in packaging and can have the potential to improve a variety of packaging-performance attributes such as oxygen and moisture blockage, ink or dye-free coloration and increased strength while lightweighting.

Nanomaterials can also make packaging “smart” by introducing properties that can react and respond to environmental conditions. For example, a leading food company, in collaboration with Rutgers University and the University of Connecticut, is developing nanoparticle films that can “warn” consumers when food becomes unsafe for consumption by changing color. Researchers in The Netherlands are also experimenting with a nanotechnology “bio-switch” that will release preservatives if food spoilage is detected.”

I suspect we will be hearing more about these materials as their acceptance becomes more widespread.

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About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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