Uwe Melichar of touch design and Vice-President of the EPDA explains the multifaceted role of packaging design. From product protection and brand communication to connected packaging – packaging is about much more than just looking good. Melichar showcases innovative solutions such as the VapoRub applicator and the sustainable O2 Homebox, which reduces transport volume by 33%. He emphasises the importance of QR codes and digital platforms for the future of packaging, as well as the sensible use of AI in the design process. A comprehensive insight into modern packaging innovations from a designer’s perspective. #interpack #packagingdesign #touchdesign #sustainability #connectedpackaging #innovation #qrcodes #designagency #epda #packagingindustry