A pack can contribute to the shopping experience, especially when the product is given as a gift. However, it must also protect it and allow its management. Assessing only the visual effect leaves out transport, storage and material used.
I propose to distinguish what is needed for protection from what is added for presentation. The two functions can coexist in the same element. A review can seek simpler solutions without compromising the integrity or readability of the necessary information.
A hypothetical example is a very large box for a small accessory. The comparison should include risk of damage, occupied space and the possibility of using different formats. It is not enough to reduce the material if it then increases breakages and replacements; tests suitable for the product are needed.
Environmental communication should indicate specific and measured improvements. Reusable or recyclable do not automatically describe what will happen after the purchase. The European Textile Strategy calls for a life-cycle reading; this perspective suggests that the elements that accompany the product should also be observed. The packaging works when its contribution to the experience remains consistent with the function and the resources actually needed.