A key strategy in this, ironically, is the Japanese
language. Its character script has over 10,000 characters,
and it is not until about the age of 10 that a young person
would have mastered the language sufficiently. Conse-
quently, symbols are frequently used in packaged brand
communication and have reached a high level of evolution.
Pack designers are extensive users of symbols and other
devices. It is often easy for non-Japanese to understand
what is inside a Japanese packaged brand because sym-
bolism has a universal quality.
More than graphics, however, Japan has international
fame for its new pack structures and concepts where multi
disciplined packaging design skills are required. The
expression ‘‘holistic design’’ is very appropriate in Japan.
Allied to this is a business ethic of introducing new
packaging ideas to the market; packaging ideas that can
be groundbreaking like the bottle made from paper pulp
(image 2). And like the paper pulp bottle, it is accepted
that there is a degree of failure, although this failure could
be more often one of timing—often ahead of the market-
than anything else and certainly not technical failure.
Even during the protracted recession of the 1990s, Japan’s
packaging industry continued to create and manufacture
innovative new packaging.
Japan is often recognized as being an ‘‘overpackaged’’
society, but this not really the case. First, you cannot
compare on a like for like basis, as the standard in Japan
is so much higher, in terms of quality expectations, than
elsewhere. A simple printed can in Japan is more expen-
sive because its cheaper western counterpart is not made
to the same standard. The other aspect to the overpacka-
ging perception is also a value one—the need to protect
and to ensure that each product is virgin and clean.
Couple this with creating pleasure when using the pack
and ‘‘unwrapping’’ and the expectation of being functional,
and the difference is one of standards, Japan (brings) to
the west. Do these higher standards come at an inap-
propriate premium? We think not and have the opinion
that Japan, on a pack comparative basis, pays 1 1/2% to
5% more in packaging unit cost. The value that is deliv-
ered is certainly more than the cost, for the Japanese
consumer, but maybe in the west we are not there yet.
From that standpoint, Pack concept design in Japan
can often deliver a sought-after feature: value adding
while not cost adding, and in some instances, cost reduc-
tion as well. By way of an example, the small S&B Raa-yu
bottle (image 3) has a (a) one-piece closure that is (b)
simple to manufacture, (c) provides controlled drops of oil,
(d) in an intuitive way to use, (e) engaging to use, (f) low in
unit cost, and (g) functions perfectly. Controlling the
dispensing of small qualities of oily substances in the
kitchen is tricky and has created many complex, costly
and at times inadequate packaging devices, yet the closure
on the S&B Raa-yu bottle is simple and effective. It is a
good example of value up and cost down.
THE PACKAGING INDUSTRY AND PACK DESIGN
The value and culture of new pack design is not lost on the
packaging manufacturing industry, where nearly all types
of packaging design are controlled by the packaging
industry. There are very few independent packaging
designers or consultants in Japan. Every medium-sized
and upward packaging company would have its own in-
house designers, and outside design houses would typi-
cally be allied to packaging companies.
The packaging industry, like nearly all industry in
Japan, is rather incestuous. Everything is kept within
one giant network of suppliers, which is linked by
tradition and trusted by time. Added to this, vertical
integration is common; for example, the food company
Anjinomoto owns a packaging company, a distribution
company, and a retailing arm. Control, a fast decision,
and flow of goods enhance the whole ethic of quickly
introducing new packaging designs and concepts.
With basic issues like graphic design change, a sub-
stantial amount of work is created for everyone within the
supply chain; turnover grows, employment prospects are
made sound, and there is constant market excitement.
The mechanisms involved may be open to criticism, but it
does work and it does produce some of the most interesting
packaging in the world.
The packaging industry leverages design to match the
fast changing market needs, and brands often have a
projected life of just a few months, so in graphic terms
there are constant print changes as designs come out. By
tradition, there are beer brands for the different seasons,
each one rotating by graphic design every few months, and
each season sees a new design.
THE PACKAGING MANUFACTURING INDUSTRY
Japan has a large packaging manufacturing industry that
represents a steady 1.3% of GPD (515,733 billion Yen in
2007). The industry has 18 major players, which include
foreign subsidiaries like Nihon Tetra Pack. Some of these
companies are international, like Mitsubishi, Toppan
Printing Company, and Dia Nippon Printing, and in
companies where packaging is part of a wide and, in the
case of Mitsubishi, diverse range of materials, goods, and
services.
In monetary terms, there has been tiny but steady
growth in materials leaving the factory gates; glass is in
decline and metal is flat, as is to be expected, but this is
offset by plastics growth and small improvement in the
total value of paperboard.
In tonnage terms, the movement upward has been
modest indeed, reflecting a mature society, and all sectors
are more or less flat.
Japanisanimportantandactiveproducerofpackaging
machinery. The sales value and machine numbers in the
table below reflect, like materials, modest overall growth,
except
that machines to
do with flexible packaging have seen
asteadygrowthinlinewithmarkettrendsinthissector.
As costs increase, the industry has been outsourcing
and investing within the wider region. Toppan established
a base in China in the 1980s, when the situation there
was different than today. Packaging machinery compo-
nents are manufactured in China and finished, and the
machine was assembled in Japan. Principle countries in
626 JAPANESE PACKAGING