When Potato Chip Bags Turn Black and White, the Future of Packaging Comes into View

Subtitle
Thinking we were buying the contents,
we were actually paying for the shell

Related Article
“🧠Don't just say 'meh'... There is a question one step ahead of the NEWS.”

Last time, I wrote about the importance of not just consuming the NEWS, but digging into the structures behind it.

NEWS does not end with the event itself.

Why did it happen?
What is connected to what?
Whose judgment was involved, and what kind of structure surfaced?

When you think that far, the NEWS becomes not just information, but a cross-section of the world.

The black-and-white packaging of Calbee potato chips, which I am dealing with this time, is a typical example.

If you look only at the surface, it is just a change in packaging.

But if you dig a little, it connects to oil, naphtha, printing ink, international affairs, brand awareness, label-less products, canned beverages, vending machines, and even the question of what we are paying for.

In other words, this is a story about potato chips, but it is not just about potato chips.

There is always a question one step ahead of the NEWS.

This time, I would like to dig into that question starting from a single bag of potato chips.

Introduction

It is said that the packaging for Calbee potato chips will become two-tone black and white.

The reason is that the procurement of printing ink and other materials has become unstable.
Naphtha is involved in the raw materials for ink, and that naphtha is made from crude oil.
And crude oil is strongly influenced by Middle Eastern affairs and international logistics.

In other words, the color of the potato chip bag was not just a design.

That color was made of oil.
It was made of chemical industry.
It was made of international affairs.
It was made of logistics.
It was made of printing companies.
And it was lined up in stores as the brightness of daily life that we pick up without thinking.

That is why this news is not just a story about a packaging change.

It is an event where the structure of the world has seeped onto the surface of our lives.

However, if we take it one step further, there is an even more important point.

Why was Calbee able to do this?

Why were they able to judge that the product would still be viable even if the potato chip bag was black and white?

It is probably because the brand awareness of Calbee potato chips is extremely high.

Products that can be black and white, and products that cannot

Not all products can have their packaging turned black and white.

It is difficult for new products.
It is difficult for products with low name recognition.
It is difficult for products that are only picked up because they stand out on the shelf.

This is because for such products, the packaging is almost the face of the product itself.

Standing out with color.
Appealing with photos.
Inviting with text.
Differentiating with a sense of luxury.
Making people reach for it with a sense of the season.

Products with low awareness have their existence discovered through their packaging.

However, Calbee potato chips are different.

Many people already know them.
They know the taste.
They know the shape of the bag.
They know the location on the shelf.
The names Usushio, Consomme Punch, and Norishio are already in the memories of our daily lives.

In other words, even if you strip away the color, it can still be read.

This means that the product called Calbee potato chips is not just existing in the store, but is already placed in human memory.

There is an important paradox here.

The stronger the brand, the weaker the packaging can be.

Usually, people tend to think that the stronger the brand, the more impressive the packaging needs to be.

But in reality, the deeper the brand is in human memory, the more the packaging can be simplified.

You can tell just by the logo.
You can tell just by the name.
You can tell just by the shelf position.
You can tell just by the shape of the bag.
Or, you can tell even if it is black and white.

In other words, the role of packaging is moving from the surface of the object to human memory.

This black-and-white change is not a regression.
Rather, it is a simplification made possible by the maturity of brand awareness.

Packaging has three roles

Here, I would like to break down and think about what packaging is.

Packaging has three major roles.

The first is to protect the contents.

Preventing moisture.
Preventing oxidation.
Preventing damage.
Preventing contamination.
Stabilizing products during distribution.

This is the most basic function of packaging.

The second is to convey information.

Product name.
Ingredients.
Expiration date.
Nutritional components.
Allergy labeling.
Manufacturer information.
Barcode.
Recycling information.

This is a necessary function for products to circulate in society.

The third is to arouse desire.

Color.
Photos.
Texture.
Sense of luxury.
Sense of exclusivity.
Sense of the season.
Staging to make it look delicious.
Visual strength to stand out on the shelf.

This is the function that makes consumers reach for it.

What is being cut with this black-and-white change is mainly this third one.

The function of protecting the contents remains.
The function of conveying information also remains.
But the colors and glamour used to arouse desire are temporarily being cut.

Here, the future direction of packaging comes into view.

Packaging will not disappear.

Protective packaging will remain.
Informative packaging will also remain.
However, seductive packaging may be cut away.

Label-less beverages have already shown that future

This trend is not just about potato chips.

Label-less products are already spreading among PET bottle beverages.

Water.
Tea.
Sparkling water.
Beverages bought by the case.

For some of these, the labels that were wrapped around each bottle are disappearing.

This is often talked about as environmental consideration.
Sorting becomes easier.
Plastic usage can be reduced.
The hassle of disposal is reduced.

Of course, that is correct.

But if we look a little deeper, label-less beverages are asking this question.

What were we paying for in our drinks?

We thought we were buying water.
We thought we were buying tea.
We thought we were buying sparkling water.

But in reality, we were not just paying for the contents.

Bottle cost.
Cap cost.
Label cost.
Printing cost.
Box cost.
Transportation cost.
Display cost.
Cooling cost.
Advertising cost.
Social cost of waste disposal.

We were buying it as a single beverage, including all of that.

Going label-less means peeling off one layer called the label from that.

In other words, it seems that the product is getting closer to the contents themselves.

But in reality, it is not that unnecessary things are disappearing from the product.

Part of the shell that made the product viable is being redesigned.

Customers were also paying for the label cost

What is important here is that the label was not free.

It goes without saying, but labels cost money.

Materials are needed.
Printing is needed.
The process of wrapping is needed.
Design is needed.
Management is needed.
The hassle of peeling it off and throwing it away is needed.

We thought we were buying drinks, but we were also paying for the labels.

However, labels are not completely useless.

Labels identify products.
They make you remember the brand.
They make you imagine the taste.
They provide peace of mind.
They speed up selection.

So, the label cost is not just a decoration cost.

It can be said that we were paying for training wheels to choose without hesitation.

Because there is a label, we distinguish water as water.
We distinguish tea as tea.
We distinguish sparkling water as sparkling water.
We can find our favorite brand immediately.

However, the situation changes when buying by the case.

There is no need to choose one by one at the store.
You already know the product at the time of purchase.
Information can be confirmed on the outer box or the mail-order page.
There is no need to be seduced by the label every time you drink.

That is why the label can be cut.

In other words, label-less beverages are also a simplification made possible by awareness and purchasing form.

The same structure exists here too.

The more you know a product, the more you can cut the packaging.

Canned beverages have a heavier shell than the contents

What we should think about further is canned beverages.

Canned coffee.
Canned juice.
Canned beer.
Energy drinks.
Carbonated drinks.

We buy them as drinks.

But physically, we are buying a fairly strong shell.

Cans are made of iron or aluminum.
They block light.
They seal.
They are hard to break even if dropped.
They are easy to cool.
They are easy to stack.
They are easy to adapt to vending machines.
They are also suitable for transportation.

Cans are excellent containers.

But at the same time, they are also a fairly heavy format.

Thinking we are buying drinks, we are buying metal containers.
Thinking we are buying the contents, we are buying a format that safely transports, cools, identifies, and allows us to drink the contents with one hand.

If it is a canned beverage bought at a vending machine, another cost is added to that.

The vending machine itself.
Installation location.
Replenishment work.
Electricity cost.
Cooling.
Change management.
Payment system.
Logistics.
Collection.
Labor costs.

Therefore, the price of a drink is not the price of the contents.

It is the price of the format to convert the contents into a state where they can be safely drunk anytime, anywhere.

Strictly speaking, verifying that most of the cost of vending machine drinks is the can cost would require verification for each product and distribution condition.

But at least this much can be said.

We are paying a large percentage not just for the drink itself, but for the shell and mechanism that make the drink drinkable.

A product is not the contents, but the format

Looking at it this way, the appearance of what a product is changes.

Potato chips are not just potatoes.

Thinly sliced potatoes.
Oil.
Salt.
Seasoning.
Bag.
Air.
Printing.
Expiration date.
Brand.
Shelf.
Logistics.
Price.
Memory.

All of that is connected to become a product called potato chips.

Canned coffee is not just coffee either.

Coffee.
Sugar.
Milk.
Can.
Pull tab.
Cooling.
Vending machine.
Being able to buy it on the way to work.
Being able to drink it with one hand.
Being able to throw it away after drinking.

The whole thing is canned coffee.

In other words, a product is not the contents.

It is a format that has made the contents stable, identifiable, purchasable, and consumable.

Modern products have been sold as formats, not as contents.

Because of this format, we can buy things made far away, nearby, in the same way, over and over again.

A product is a combination of contents and shell.

And now, that shell is being questioned.

Was packaging a waste?

So, was packaging a waste?

I cannot say that so easily.

There is excessive packaging.
There are unnecessary labels.
There are boxes just for appearance.
There are decorations that use too many resources.
There is packaging that is just thrown away the moment it is opened.

It is natural that these are being reviewed.

But treating all packaging as waste is shallow.

Packaging is the connection surface between objects and humans.

Protecting.
Informing.
Making people choose.
Making people remember.
Providing peace of mind.
Creating a sense of ownership.
Making it viable as a gift.

For example, a box of high-class confectionery does not just protect the contents.
It prepares the feelings of the giver.
It raises the expectations of the receiver.
It makes the time of opening a ritual.

Tableware is the same.

If you just want to eat, a paper plate is fine.
A plastic spoon is fine.
It is easy if you throw it away without washing it.

But humans do not live only on that.

Choosing a plate.
Feeling the weight.
Looking at the compatibility with the food.
Washing it.
Putting it away.
Using it again.
Keeping it even if it is slightly chipped.
A relationship is born there.

Packaging is the same.

It is not just the outside.
It is the shell that connects the contents to the world.

Therefore, the simplification of packaging is not just a reduction of waste.

It is a change in the form of the relationship.

Seductive packaging will be cut away

Where is packaging headed from here?

The major trend will likely be toward simplification.

There are resource constraints.
There is environmental impact.
There are fluctuations in raw material prices.
There are logistics costs.
There are labor costs.
There is the shift to e-commerce.
There is bulk purchasing.
There are subscription services.
There is the maturation of brand awareness.

As these factors overlap, the role of packaging will gradually change.

Products that need to stand out in stores still require strong packaging.
New products still need color, photos, and copy.
Luxury goods and gifts still require an unboxing experience.

However, products that are specifically sought out are different.

Water.
Tea.
Sparkling water.
Detergent.
Daily necessities.
Standard snacks.
Commercial food products.
Bulk-buy items.
Consumables bought online.

It is easy to strip away the seductive packaging from these.

This is because they have already been chosen at the time of purchase.

There is no need to seduce on the shelf.
Each individual item does not need to be flashy.
There is no need to tell the brand's story every single time.

Consequently, packaging will converge toward protecting and informing.

What is being trimmed here is the third function.

Seductive packaging.

Color.
Photos.
Flashiness.
Excessive presentation.
Shouting from the shelf.

These will gradually weaken.

Life may be moving from a colorful space of consumption toward the naked reality of function.

Is that poverty, or maturity?

Opinions are divided here.

One could view the simplification of packaging as poverty.

Store shelves become dull.
The joy of choosing decreases.
The individuality of products fades.
The color of life diminishes.
Shopping becomes functional.

Admittedly, that is lonely.

Humans do not live by the contents alone.
We choose by color.
We find comfort in shape.
We are convinced by weight.
We remember through packaging.
Our mood changes slightly the moment we open something.

Therefore, the simplification of packaging also means the disappearance of small rituals from life.

However, on the other hand, it can also be seen as maturity.

Taking distance from excessive temptation.
Reducing unnecessary resource use.
Getting closer to the contents.
Leaving only the necessary information.
Recognized products are chosen without needing to shout excessively.

This also means that consumer culture is becoming a bit quieter.

The problem is not which one is correct.

The simplification of packaging contains both rationalization and loss.

Waste is trimmed away.
At the same time, the playfulness of life is also trimmed away.

One should not look at this from only one side.

The black-and-white shift of potato chips is a preview of the future

Calbee potato chips are turning black and white.

This event might be a temporary measure.
If ink procurement stabilizes, it might return to normal.

However, as a structure, it points to the future.

Products with high awareness can strip away packaging.
Products bought in bulk can strip away individual labels.
Products bought via e-commerce can strip away in-store appeals.
If environmental impact becomes an issue, excessive packaging will be trimmed.
If raw materials become unstable, color and decoration will be trimmed.

Products are gradually beginning to shed their outer skins.

However, that does not mean becoming naked.

It means transitioning to a new outer shell.

Physical packaging will become thinner.
Instead, brand awareness will be placed within human memory.
Product information will move to e-commerce pages or QR codes.
The place of selection will move from the shelf to the search screen.
The sense of ownership will move from the package to reviews and brand experience.

In other words, packaging is not disappearing.

It is changing its location.

From the bag to memory.
From the label to data.
From the shelf to the screen.
From color to cognition.

I believe this shift is the future of packaging.

Conclusion

Potato chip bags are turning black and white.

That seems like a small piece of news.

But there is a large structure behind it.

Color came from petroleum.
Ink was connected to international affairs.
Bags were products of logistics and the chemical industry.
Packaging was a device for memory.
Labels were training wheels for selection.
Cans were metal outer shells for transporting drinks.

We thought we were buying the contents.

But in reality, we were paying for the format that safely delivered the contents.
We were paying for the symbols to distinguish the contents.
We were paying for the colors that made us want the contents.
We were paying for the outer shell that allowed us to place the contents into our lives.

Therefore, packaging is not waste.

Packaging is the outer shell that connects the contents to the world.

However, that outer shell is now being redesigned.

Protective packaging will remain.
Informative packaging will also remain.
But seductive packaging will be trimmed away.

When that happens, what will we lose, and what will we gain?

The black-and-white potato chip bag quietly presents that question.

It is not that the color has disappeared.

The world that supported the color has become visible.

And the essence of the product society that lay deep within the outer shell of packaging has been slightly exposed.

Potato chip bags are turning black and white.

If that is all, it ends with a shrug.

But the moment you don't let it end there, the world beyond the bag comes into view.

You can see naphtha.
You can see crude oil.
You can see the situation in the Middle East.
You can see printing ink.
You can see brand awareness.
You can see label-less beverages.
You can see the outer shell called a can.
And you can even see that we were paying not just for the contents, but for the outer shell and the format.

NEWS is not a report of an event.

It is an entrance to a question.

The moment you end with a shrug, the world becomes flat.

But just by asking why, depth returns to the surface of life.

The black-and-white potato chip bag teaches us that.

It is not that the color has disappeared.

The question has remained.

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