Fresh thinking from Japan

Now this is a clever idea. Food packaging labels that change colour as the expiry date approaches.

Once the product has passed its 'use by' the label becomes unreadable.

They were developed by Tokyo design group To-Genkyo.

I imagine this idea could be put to other time sensitive uses too.

For instance the price of a special offer could become unreadable by the time the offer expires.

Customers seeing the changing colour of a label may also be tempted to purchase quicker as the label gives a purchase a sense of urgency.

Be interesting to see if this form of labelling is taken up outside of Japan. Only time will tell I guess.