We all know packaging design primarily needs to be functional, but ultimately it’s also a piece of design which needs to reflect the brand and the image it wishes to portray.
Some of the more established brands over time have at least tweaked their original designs to some extent. From changing bottle shapes to the materials used (such as glass bottles to plastic in the case of Coca-Cola) the packaging world is constantly evolving and updating across all product categories.
How and why brands choose to evolve is simple. Trends play a huge part in this, as naturally brands want to be seen as keeping up with the competition whilst remaining in keeping with their core identity.
When establishing a new brand from scratch, however, this is where it gets more interesting as there is no history to reflect and so the canvas is essentially blank. This free reign approach allows for more creative and often innovative solutions as the end product, with only the future in mind and not the past. However, this is a double-edged sword, as whilst there is more freedom in some respects, equally, there is no safety net of what has worked in the past, and what the customer has come to know and love.
Every year when winners are shortlisted and announced there are new trends that have emerged throughout the year, so let’s look at some of the key ones from 2015 that caught panelists eyes in greater detail to see what can be learned from them, and therefore applied when considering how to approach your own packaging needs.
Less is More
One of the key emerging trends has been a nod toward simplicity. This includes elements such as hand-drawn typefaces, basic illustrations, and generally a more rustic feel within the actual packaging materials used. The work by Anagrama for Mexican Brewery La Cervecería de Colima is an example where this approach has been taken. The minimalist style of the branding flows into the packaging designs and also allows for personality to be injected in terms of color use and subsequent materials.
There is also a shift toward using raw materials such as wood. Juniper Ridge has used this technique within their fragrance line, which immediately appeals to the senses and gives a clue as to what to expect within the contents. This tactile approach is certainly bold compared with its competitors and is more likely to want to make the customer pick up the bottle in a crowded retail environment. This is especially the case in fragrance whereby there are high-profit margins to be made, so a risk in the materials used is unlikely to go unnoticed at the very least. The key as always lies within the execution which Juniper Ridge has certainly pulled off.
Environmental Impact
Sustainability is becoming is becoming ever more mandatory than just a trend within package design, especially as governments around the world increasingly discuss climate change issues. Nevertheless, brands continue to strive for packaging that considers its environmental impact, whilst at the same time remains design savvy.
With Procter & Gamble committing to “replace 25 percent of petroleum-based packaging with sustainably sourced renewable materials, plus to reduce packaging per use by 20 percent by 2020” the issue is ongoing and one which continues to challenges the design process.
The Happy Eggs packaging by Maja Szczypek has captured this idea. By turning their packaging into something which not only uses reclaimed materials but also relates to the product being sold, it, therefore, captures the brief in a whole new light.
Using reclaimed materials can also reduce production costs although needs to be carefully considered in terms of matching the design criteria, which sometimes may need to incorporate additional sleeves for information and similar details in the case of Happy Eggs. Then there is the final challenge of ensuring any add-ons tie in with the rest of the design materials, to ensure a polished outcome.
Multi-Purpose
Brands are increasingly looking to extend the customer experience past the initial transportation of the item purchased. Hungarian restaurant Trafiq is a great example of extending the functionality of their packaging, therefore, the overall customer experience. Their packaging not only transports their dishes but also folds out into a make-shift plates and subsequent dining experience. Tapping into such creative solutions can help establish a brand in an ever crowded market which in the case of takeaway food is often overshadowed by the giants such as McDonald’s and Burger King, who co-incidentally are yet to offer up such a solution within their products.
The risk as always is coming up with a solution which financially remains competitive, and, of course, doesn’t overcomplicate the experience. This is where rigorous testing and market research can never be undervalued or under appreciated. In the case of Trafiq however, it’s a novel idea that has really captured the imagination of its customers and transformed the dining experience. International recognition amongst designers and manufacturers was an added bonus too.
Conclusion
Packaging which attracts the attention of award bodies can far extend the reach of your product beyond traditional advertising methods. Design excellence has the added potential to impress exporters and those looking to stock your products within a retail environment.
Even if your aim is not to bring home trophies in the design stakes – keeping in mind what is currently working well within the market is essential in order to develop and future proof your brand. This is especially the case if you are new to the market looking for that vital breakthrough to achieve commercial success.
In order to stay ahead of the trends and future proof your packaging, the results stem from the detail and planning, not to mention rigorous consideration and testing. It’s also important like most things in design, to consider the purpose and appropriateness of your design and materials to ensure a successful outcome. Questioning these at the planning stages can save you a lot of time and effort down the line.
If you’d like to discuss your packaging needs in further detail, Flatworld Solutions can provide your organization with cutting-edge design services at a competitive price. We have experience and expertise in providing a range of design services. Outsource design services to Flatworld and get access to professional and competent design services. Contact us today to discuss your project requirements.
– Artwork Abode
