Consumer product packaging, just like consumer products themselves, evolves and changes with prevailing trends and attitudes.
The consuming public is constantly changing, and it only makes sense that consumer packaging designs change to address their tastes and expectations. Here are six packaging trends you can expect to become more important as we move into 2019.
1. See-Through Packaging
Transparent food packaging stands out by its very understatedness. When packaging is see-through, the product itself takes center stage, and consumers like seeing the actual product rather than just the packaging. Consumers feel like they can gauge the quality and freshness of what’s inside the package better if they can see it.
2. Keener Understanding of the Experience
One catch-phrase you frequently hear these days is that consumption is more about the experience than the product. However much truth you think this sentiment contains, you can’t deny that more brands are doing what they can to build consumer anticipation of “unboxing” the product and to help heighten the experience of using it.
3. Minimal / Sustainable / Reusable Packaging
This trend is continuing, and brands are becoming more creative in the ways they practice sustainability. Packaging designs that are recyclable, biodegradable, compostable, or even reusable are gaining steam, and virtually no brand is exempt from addressing the issue of packaging sustainability. When recyclability, compostability, or biodegradation are not options, then minimalism tends to be the way to go.
4. Inspiration from Influencers
It’s not so much that packaging designs overtly feature influencers, but that they’re taking their cues from influencer social media accounts. For example, more brands are considering how their packaging designs appear on camera – something that was rare only a few years ago. Packaging designs that encourage social sharing, particularly of the unboxing process, are becoming increasingly prominent.
5. Personalization Features
Bypassing the retailer and gathering data directly from the customer is easier now, and many CPG packaging designs are geared toward doing this. For example, a brand may include a coupon or an imprint visible only upon opening the packaging that directs consumers to the brand’s website for a freebie or discount in exchange for their email address.
6. Stand-Up Pouches
Stand-up pouches are one of the fastest-growing flexible packaging segments, and with good reason! They’re convenient to use and durable, and many of them are easily resealable. This trend is expected to continue through 2019, since pouches can now be made with a nearly limitless range of captivating designs to maximize shelf appeal.
Perhaps it would be smart to also take a look at packaging design trends that are waning (but not necessarily disappearing). Cluttered designs, crammed with typography, are losing popularity to clean, minimalist designs. And speaking of typography, larger, more readable fonts are gaining popularity. Excessive packaging is losing favor as well, as consumers become more attuned to what is necessary, and the importance of sustainability.
Staying apprised of CPG packaging design trends is perhaps more important now than it ever has been, considering the phenomenon of social media sharing, the demands of sustainability, and the tastes of the huge millennial generation which has overtaken the baby boomers as America’s largest living adult (and consumer) generation. PKG Brand Design is always on the forefront of new CPG branding and packaging initiatives; please subscribe to our blog for the latest package design industry news!