There is plenty of innovation right across the plastics industry. We all know this, don't we?
But perhaps nowhere is there more innovation, notably the sort that makes a direct interaction with the consumer, than in the packaging sector.
Groovy bottles, caps and closures that do amazing things, dispensing devices that cause one to marvel, containers that catch the eye; it's probably safe to say that plastic packaging is a designer's dream brief.
With this in mind I doff my cap to the people over at blog space Packaging Of The World (POTW) who have gathered together the 50 packaging projects which caught their collective eyes in 2015.
Not all of them use plastic material, indeed the majority don't, to be fair. Nor did all of them make sense, at least to me.
Like the catwalks of the fashion industry, some were somewhat outlandish, while others, like the cardboard packaging for individual slices of pizza, may be practical – up to a point – but do little to laud packaging's environmental credentials.
The individual packages for donuts didn't do it for me either.
But where plastic was represented it did so with wit, like the Star Wars-themed coffee lids, which were fun concepts, designed to showcase packaging's possibilities while hanging out with the zeitgeist in the most obvious way imaginable.
Others were amusing and eminently practical – even if some were a tad…risqué. Love Guide Condoms, from a student in Taiwan, are packaged in a way that allows men to judge which size is best suited for them, simply by picking up and er, grasping the product.
The bulk of POTW's Top 50 packaging designs were made from cardboard, paper or glass, what many deem as ‘traditional materials'.
It was gratifying, therefore, to see that those entries that were plastic did not appear wasteful, were practical and made this consumer in particular sit up and take notice.