But what is innovation? Where does it come from, and who has the right to it? We all have the capacity to innovate or invent but many never actually have the time, conditions or reasons to do it. Innovation has been described as the practical realisation of a unique idea. It is essentially a practical activity, but is often constrained by cost, time, materials, available technology etc. Innovation is the successful implementation of a creative idea, the scale often being a measure of bravery, consumer market research and a will to succeed.
Packaging is as competitive as ever. Everyone is fighting to get that next sale, grabbing attention through structure, graphics, colour, shape or texture. Just look at the proliferation of can and glass shapes over the last five years. These unique designs and many similar changes in other materials indicate that innovation, like any change in the packaging industry and elsewhere, must be through teamwork.
The first step is understanding consumer issues and then thinking and planning the process through. How often, after the reason for change has been given, do we say: "This is so obvious. Why did it take so long?" The answer is simplicity may in no way reflect the painstaking research and development that went into arriving at that simple solution.
UK-based companies are finding it increasingly difficult to compete on costs alone. The challenge for the packaging, packing and design industries is to compete on the basis of unique value. The current speed of technological change and market responses make today's challenge to innovate even more crucial. The climate in which to innovate must come from allowing individuals and groups time to think and question current methodologies or processes that support existing products, packaging or manufacturing methods. To maximise continuous innovation we must instill fresh thinking, improve our networking, seek new forms of financial support, encourage competition, exploit knowledge and finally find sources of new technology.
When was the last time you innovated?
