Just like fashion and interior design, the world of packaging is influenced by different trends and ever-changing tastes. Consumer habits change all the time which means that brands have to constantly compete and innovate to make their products stand out from the rest, so what are the latest trends in product packaging?
We’ve seen a very strong trend towards nostalgia and national pride reflected in packaging, largely due to the success of the 2012 London Olympics, a royal wedding and the Golden Jubilee. Traditional, nostalgic packaging designs have become incredibly popular, such as old-fashioned logos, packaging featuring the Union Jack and vintage designs.
Packaging that’s designed to please is set to be another strong design trend. There are several good examples of this around at the moment and the idea behind a people-pleasing approach is to design packaging that makes our lives easier, whether this is small, conveniently sized packs, easy to open jars or packaging which can control product dosage.
Personalised packaging is very popular at the moment: think of Coke’s ‘Share a Coke’ advertising campaign which very cleverly featured first names printed on bottle labels. This seems to have been the first in what is likely to be a very long line of similar campaigns, such a recent campaign by Heinz which allowed consumers to order a personalised can of soup as a ‘get well soon’ gift. Yorkshire based www.marsdenpackaging.com say “Thanks to recent innovations in packaging technology, costs will continue to come down and the industry is likely to become more creative in this area.”
Packaging designed to make products stand out on the shelf has long been the goal for many brands but in an increasingly competitive market, big brands are going further than ever before to achieve this. Brands are using packaging to communicate messages about their products – for example uncluttered packaging made from brown materials indicates focus towards sustainability and the environment even though there is little present in the product itself.
Whilst the use of technology in packaging is still in its infancy, some recent examples of innovative packaging could be a sign of things to come. Some drinks brands, for example, are now packaged in cans or bottles with interactive features and although they’re not yet in mass production, could be a strong indicator of what we’re likely to see in the future.