Do you grab a bottle of wine off the shelf because you like the label? Or does a sleek graphic prompt you to try a new brand of shampoo? If so, you’re not alone. One-third of consumer product choices are based on packaging, according to research by The Paper Worker.
There is tremendous power in packaging design: As marketers, it allows us to make an immediate—and ongoing—brand connection with our target audience. So, whether you’re planning a new product launch or sending a specialty promotion to B2B prospects, there’s no time like the present to rethink packaging design.
In her blog published at the beginning of the year, designer Martis Lupus outlined predictions for the nine top trends for successful product packaging in 2017—and we embrace her view as spot-on. Below is a summary of those design trends:
1. Be simple, bold and clear
Minimizing the elements used in a package design can elevate a product…as long as it gets the point across. In our fast-paced world, shoppers don’t always have the time to study each and every product detail. Stick to the essentials and make sure they help the buyer make a more informed decision; a clean-cut design can convey information and make a product shine using simplicity.
2. Embrace custom lettering
Almost every designer loves to get crafty and create some of their artwork by hand. We do this to get the organic effect: fluid imperfections—like irregular lines or natural texture fills—can make a product stand out through warmth and set it apart from digital designs. This warmth can create an emotional tie to the product, making it feel handmade and wholesome, or communicating a feeling of nostalgia.
3. Go wild with color
It’s no secret that colors evoke emotions and affect purchasing decisions. Because of this, color has always been one of the most important choices in packaging design. Lately we’ve seen designers put colors to work in new and exciting ways. Bright colors and vibrant associations are beginning to make a scene on store shelves.
4. Repeat a pattern
Using well-chosen and beautiful patterns can elevate a package design from ordinary to ethereal. Repeating a visual motif that captures the essence of the brand sends a strong message. Whether your pattern is bold or playful, patterning your package can create a strong identity that customers will remember.
5. Use illustration as narrative
Behind every design there is a story. We seek out and cherish the stories that feel closest to our hearts. Packaging design has begun to incorporate narrative illustrations.
6. Put it in the mail
Remember the joy of getting something in the mail? With faster, more efficient ways to communicate, that experience has become more rare. Packaging design is here to save the day with an emerging postal trend.
7. Imagine ingenious die cuts
Traditional packaging tends to hide its contents, but modern designers are experimenting with die cutting to show products to their advantage. Whether it’s encouraging tactile interaction, mimicking a brand’s logo, or forming identifiable or humorous shapes, creating a window in your packaging can show the product in a meaningful or clever way, making a buyer stop and take notice.
8. Find vintage inspiration
Vintage package design is evolving each year (ironically) through the use of new technologies and materials. There’s something about vintage design that resonates through time. It brings back memories for people who lived through the original era and satisfies the curiosity of younger generations eager to explore the past.
9. Explore eco-friendly packaging
Eco-friendly, biodegradable, natural, sustainable… Call it what you will, going green with packaging is a trend that’s here to stay. Beyond its positive impact on the environment, it can also save companies money and attract customers.
Click on link below for the original blog by Lupus, which includes fabulous photos of each of these must-follow trends. https://99designs.com/blog/trends/packaging-trends-2017/
I find these trends inspirational in terms of how we can help our customers tell their brand stories while making memorable connections. Can you think of standout product packaging that prompted a recent purchase? Share your thoughts with us on our Facebook page.
Ellen Moriarty
emoriarty@shamrockcompanies.net
emoriarty@shamrockcompanies.net
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