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In an era where some people class even the tiniest piece of film as ‘excess packaging', you would imagine that brands and retailers would attempt to keep packaging as minimal as possible without losing its visual appeal or protective qualities.

Unfortunately for the packaging industry, which undoubtedly receives an excessive amount of criticism relative to its actual impact, the behaviour of some brands doesn't do much to help its cause.

Last week, a member of the public sent me an email, entitled "Excessive (Unbelievable) Packaging from xxx" (I won't name and shame the brand for the time being). The message told of a 6x9cm gift card she had received, held in a 30x23cm plastic case, which was inside a plastic carrier bag, wrapped in bubble wrap and delivered in a cardboard box measuring 53x43cm.

Now I ain't no packaging technologist, but I would defy anyone to justify the amount of packaging used in this case.

Our consumer has already complained to the Industry Council for Packaging and the Environment and seemed in the mood to take the matter even further.

This highlights once again that brands and retailers need to be more sensitive to the public mood, otherwise the industry can expect more flak, justified or unjustified.