As the pandemic has shifted us further away from in-store product browsing and purchasing, packaging has taken on even greater significance: With less foot-traffic in stores, product packaging is one of the only physical touch points between many brands and their customers, which underscores the importance of making the most of those brand engagement opportunities.
We’ve known all along that there’s value in well-designed product packaging: The latest data shows that 72% of consumers say their purchasing decision is influenced by packaging design (Ipsos). And now, the social sharing of packaging design—either by influencers or customers—increases that value exponentially.
- 40% of consumers will share an image of your packaging on social media if it is unique or branded. (Dotcom Distribution)
- 50% of American shoppers will recommend your product if it comes in gift-like or branded packaging. (Dotcom Distribution)
According to Forbes, e-commerce in the United States will rise by 18 percent this year as consumers embrace new innovations in social shopping that allow them to easily purchase items they see in their social feeds.
Will your product packaging stand out on social feeds? Here are the latest packaging design trends to consider.
Sustainability.
More than a trend, environmentally-responsible practices have become a way of life for many consumers. And their purchase power is telling: A 2020 study by Trivium reports that 74% of consumers are willing to pay more for sustainable packaging. Environmental awareness in packaging and branding appeals to customers who prefer less waste and more streamlined packaging materials (think smaller packaging for the same sized product). Also on-trend: Incorporating compostable or recycled materials in package design.
Simplicity.
Packaging design doesn’t have to be boring or sparse. Use sleek, minimalist packaging design with clean, clear typography to showcase your product without distractions or clutter.
Color.
In 2021, natural colors and neutral tones will take center stage. Soft, soothing colors found in nature create an organic and honest or authentic brand feel. But what if your brand color is vibrant? Be sure to be consistent with color to maintain brand recognition. Try using the softer hues in your design and then highlight your logo and tagline with your brand’s vivid color to attract and engage buyers.
Storytelling.
Storytelling connects customers to your product. Use your product packaging to tell your brand’s story or history, creating a memorable narrative about your product or service. Where did it all begin? What are your brand’s message and mission? Who are the people behind the brand? Incorporate these short snippets into your packaging design.
Luxe materials.
Leaning in with the “quality you can feel” stance, 61% of people say they are much more likely to repeat a purchase of a luxury product if it comes in premium packaging (Dotcom Distribution). Because it’s their first impression of your brand, customers associate the quality of your product with the quality of the packaging (think Apple products). Premium, beautiful packaging is a simple and impactful way to tell your customers that they made the right purchase.
Transparency.
The pandemic has prompted consumers to be more conscious about their health—and they want clear information about the products/ingredients they are putting on or in their bodies: 38% of consumers are willing to purchase a newly launched product with clear product information (Bizongo). We’re seeing more food products using transparent window packaging to reveal the product inside. It’s a trend that promotes authenticity, which is good for brand building.
These are a few of the 2021 packaging design trends that are on our radar. If you’re launching a new product or refreshing your packaging and need help with design, connect with Shamrock. We’re here to help.
