Excellence in packaging design benefits both brand and consumer. Packaging that looks good and performs well draws consumers, and packaging design can help brands improve their own efficiency while helping control costs.
No one disputes the importance of great packaging design, but what specifically about packaging designs make products stand out from competitors? Does packaging design matter in the same ways depending on whether products are located on the store shelf or on an e-commerce website?
Packaging design originated at as purely functional, a way to protect the contents of consumer package goods during shipment and storage. Over the decades, though, CPG brands have learned how powerful an effect packaging design can have on brand perception and popularity.
Innovative packaging design allows brands to make products more convenient, more appealing from store shelves, and safer. Flexible pouches in particular have grown tremendously in importance over the past few years. By the year 2021, flexible packaging is expected to be a nearly $22 billion per year industry, with almost $16 billion of that being accounted for by food product packaging.
Flexible food packaging designs are expanding to a broad range of food products.
Flexible pouches offer a higher proportion of product to packaging than cans and trays, and their very flexibility allows package designs tremendous scope and creativity. Not only that, flexible packages are easy to handle, take up less space than traditional packaging, and are easy to transport.
While there are plenty of options in consumer packaging today, a few types dominate in consumer-facing products. Currently, PET bottles, plastic pouches, and metal beverage cans make up almost 60 percent of the packaging material types in North America.
image credit: alaivani via flickr cc
Consumers don’t realize how much packaging matters. No customer goes to the store in search of the most aesthetically-pleasing, well-designed, or eco-friendly package they can find. Instead, they go with a list and some budget for impulse buys. When decision fatigue hits and they’re surrounded by thousands of products, The Atlantic writes they pick the packages that “signal reliability, trustworthiness, and consistency.”
As consumer preferences and behaviors change, the most important components of CPG packaging design have also evolved. This blog is not intended to address the basic elements of packaging design, such as logos and labeling required by law. Instead, we’ve taken a focus on new and emerging aspects of CPG packaging. Join us as we review some trends to pay attention to.