Packaging design is an essential element of brand marketing that has the power to build brand recognition, engage consumers, and ultimately drive product sales.
When you consider 94% of first impressions are design-related (ResearchGate), and one-third of consumer decision-making is based on packaging alone (MarketingProfs), it makes sense to prioritize product packaging.
Here’s why product packaging matters.
Product packaging plays a fundamental role in how your customers interact with your brand. The proper packaging can create memorable, tangible brand experiences, which can help your product stand out and differentiate your brand from competitors.
In an age when consumers have grown skeptical of advertising, product packaging remains an authentic representation of your brand promise. So, which colors, shapes, and materials are best for creating packaging that attracts the right kind of attention?
Follow these product packaging trends to help grow your brand.
Protective + tamper evident
From cosmetics to food and beverage to medical brands, secure packaging providing product protection and integrity are necessary. With ever-advancing print and production technologies, the available packaging options continue to grow: Protective and tamper-evident packaging materials include items such as seal bands, lidding films, blister packs, and flexible pouches.
Another thought about safety: Even with restrictions lifted, companies can significantly reduce the effect of pandemics on their packaging lines is by becoming pandemic prepared certified. This certification from AIB International gives your facility an upper hand in the battle against COVID19 and other potential viruses that could be problematic in the future.
Virtual + AR
Digitally augmented forms of packaging are becoming increasingly popular because they are uniquely engaging. These packages offer access to special deals, coupons, games, and other interactive experiences that you can only access using AR or VR devices such as smartphones, tablets, or virtual reality headsets.
Items such as flexible pouches with a transparent plastic window and clear clamshells allow consumers to see the product and provide an interactive packaging experience.
A trend that is carrying over from 2021, brands continue to tout their sustainability credentials with obvious and transparent packaging designs: A great example is the no-label Evian bottle created from 100% rPET with a clean, embossed logo.
Source: Evian® Natural Spring Water
A throwback to simpler times and wholesome values, vintage packaging is on-trend. The old-school aesthetics, color combinations, and typography are fun, eye-catching, and appealing.
Luxury packaging exudes a sense of pure indulgence and premium quality. Between 2019 and 2021, luxury packaging saw more than 3% growth in global sales and continues to rise in 2022. However, while high-end packaging continues to be a hit with well-to-do consumers, there are some concerns about its environmental costs.
Now more than ever, less is more. On retail shelves where packaging designs compete for consumer attention, the clean profile of minimalist packaging appeals to consumers overwhelmed with bold, splashy colors and multi-textured packaging. Not only is minimalist packaging a break from the noise, but it’s also associated with premium quality (think Apple’s sleek white boxes) and eco-responsibility because it’s often void of extra labels and other add-on materials.
Clutch Bodyshop. Design: Socio Design
Packaging in which the shape can be manipulated or bent easily is on-trend. These packaging materials are made from various plastic formulations, foils, paperboard, and biopolymers.
Image source: https://toromatcha.com
Creating an emotional connection with consumers is crucial for packaging design. And using storytelling on product packaging does that job beautifully, whether it’s transporting the consumer to a particular time and place, paying homage to brand history or origin, or featuring the product in use.
Source: Loch Lomond Brewery
Product packaging plays a significant role in brand development, whether you’re a startup or a legacy brand. Consider using one or more of these packaging trends to refresh your brand image and make memorable connections with your audience.