DS Smith launched its Circular Design Principles for packaging in collaboration with the Ellen MacArthur Foundation in 2020. The Principles was developed to help companies design out waste and pollution, keep products and materials in use, and regenerate natural systems. Now, one year later, the company has trained its 700 packaging designers to apply the Circular Design Principles in the packaging design process. With the addition of the new Circular Design Metrics it will be possible to rate the impact of every design decision, and help customers create the most circular packaging solutions. DS Smith will embed the new metrics in the packaging design process with customers over the coming months. Joe Iles, Circular Design Lead from the Ellen MacArthur Foundation, commented: "The design stage has a huge influence on how products including packaging are produced, used and what happens to them after use. DS Smith's Circular Design Metrics are a key milestone to help drive change towards a circular economy.