I’d like to respond to the Food Standards Agency’s failure to consult designers on a European Commission proposal about food labelling (News, DW 24 April).
The role of packaging is to inform, engage, protect and, ultimately, sell. If information needs to be incorporated on to packs which affects consumer perception, designers must be consulted at the same time as other interested parties.
We have an obligation to optimise communication with consumers, particularly on health-related issues. The FSA has failed to comprehend that, by not harnessing the skill and knowledge of pack designers, it is doing those it is seeking to enlighten a huge disservice.
Adrian Whitefoord, Partner, Pemberton & Whitefoord , by e-mail