The Packaging Impact Design Award (PIDA) was established during the Swedish Year of Design 2005. It was an immediate hit with the packaging industry - so much so that PIDA has since spread to Germany and France.

The Swedish finals were held on 31 May 2007, with 14 qualifying entries. The theme was packaging of the future.

"The students were told to choose a luxury product and design creative, selling packaging that might feel current in 2017," says PIDA coordinator Annica Alexanderson. The material was selected in advance - Korsnäs' new product Frövi White - and an important challenge for the competitors was to make use of Frövi White's unique plasticity and perfect printing surface. "The students really took on the challenge in an impressive way," says Alexanderson.

The jury, consisting of well known figures from the Nordic packaging world, selected the winner unanimously, justifying its decision as follows: "Both the graphics and the shape have an unmistakeably futuristic feel, with a simple, thoughtfully conceived design. This packaging fulfils every criterion and, given its intended use for a Swedish-produced champagne, demonstrates vision and tests the limits of the possible."

The silver medal went to Susanne Gruffman and Peik Tikkanden from Nackademin for their Lotus jewellery box, while Neta Rydén, Riika Sirkas and Susanne Ekelund of Nackademin took bronze for their Dodix gift packaging for children's clothing.

In addition to the design contest, PIDA Day at Frövi included several interesting lectures and an engaging panel discussion. Dan Mangell, of the Pond design agency, noted that consumers have grown more and more convenience-oriented and spontaneous, and therefore predicted that the packaging of the future would become increasingly situation-specific.

Jens Nordfält, who holds a PhD in consumer behaviour, tackled the topic of "How We Make Decisions in the Shop". He gave the audience an informative look at the limits of our ability to absorb and remember messages. The conclusion was that a product's packaging and exposure in the shop has a huge impact on its sales success.

"Why Do We Need Packaging Design?" was the theme of a panel discussion led by Bo Wallteg, editor-in-chief, managing director and owner of Nordemballage. The audience actively participated using mentometer buttons. The conclusion was never in doubt: we need packaging design and it will only grow more important in the future.

"We are deeply impressed by the students' work and happy the event was such a success," says Korsnäs CEO Peter Sandberg. "PIDA has become a first-rank meeting place, where established and up-and-coming packaging pros can meet, exchange ideas and inspire one another."