Jack Kenny01.25.16
Think back to the year 2000. Now ask yourself if you ever in the slightest foresaw the communications leaps that occurred in our society between then and now. Sixteen years, and look where we are now. The changes in telecom and digital technology are mind-shattering. Looking back, they seem to have come gradually, but a decade and a half for all of these changes is hardly gradual. For some, particularly those who have been around since the Beatles, it’s a blur.
Today, online sales are routine and growing ever more refined. Orders that once occupied telephone time and volumes of paper are transferred digitally in seconds, streamlining operations and creating true just-in-time fulfillment. This can only get better.
Increases and improvements in digital communications are on the list of business trends for 2016 that the label converter should note. “Social selling” is the term for doing business online in ways that go beyond Facebook. And everywhere, it seems, forecasters are encouraging us – warning us, even – to pay attention to that quirky young generation, to stop complaining and start embracing the Millennials.
Here’s an example. In its list of ideas for 2016, Heiber & Schröder USA (H&S), which makes carton erecting machines and other products, encourages designers to consider 2D as well as 3D in its packaging – for the screen: “What is effective in the supermarket aisles may well be too subtle or simply too small to jump out from the smartphone of a Millennial placing a grocery pick-up order during her bus ride to work. Packages that have ‘billboarding’ potential are a great canvas for eye-catching graphics and bold colors that characterize modern campaigns.”
H&S also stresses the growing importance among consumers of what it calls on-the-go packaging: “As technology evolves, the consumer expects packaging to be much more functional: self-opening, self-closing, self-sealing, self-cleaning, self-dosing, self-regulating, self-heating, etc. Consumers are demanding their products’ packaging fulfill their personal and social needs. Packaging can no longer simply transport food. Convenience is a major selling point for food and beverage packaging. Features such as ease of opening, resealability, portability, lighter weight and no-mess dispensing are packaging benefits that influence consumers’ purchasing decisions positively.”
Another trend to watch, which is echoed by Deborah Ginsburg, CEO of Strategia Design, is the package that offers a transparent window for a view of the contents. “These small windows are both appealing and functional, allowing the consumer to actually see what it is they are about to purchase… Consumers want to know that what they see is what they get, and that they won’t be fooled, shocked or surprised when they open up the box. This trend is fueled by the fact that more and more shoppers are searching for clean, natural and healthy foods than ever before.” H&S says that 30% of shoppers judge product freshness by appearance, rather than its use-by date.
BeyonD Hipster
Dieline, the popular blog for package design, foresees a growing emphasis on visual authenticity in packaging, marked by four basic characteristics: 1) handwritten, raw, freeform or sketchy typography; 2) vintage inspired references or typography; 3) hand-rendered, simple illustrations, and 4) natural color palettes. “The digital age is fostering a decline in human connection, which is most prevalent among Gen Z [post-Millenial] consumers. Because of this, these shoppers are not responding to traditional established corporate brands. They want more. They demand more. They desire a real, trusted, human connection to the products and the brands that they consume. This connection can be expressed in different ways, from a connection to nature, to the written word, to the past, or simply to other people. This is beyond hipster. This style is a rejection of technology: a pre-computer era style.”
Other design trends touted by Dieline include the Luxury of Less, in which “packaging design and luxury branding are being designed to whisper, rather than shout”; and Ultra-Pure, featuring few colors, stark design, and abstract or geometric shapes and patterns.
None of the pundits is overlooking the Green factor. They include increased emphasis on recyclability and re-use: “Packaging that has been specifically engineered for reuse is a trend that lends itself to both originality and sustainability,” writes Sarah Pike, art director at Starrdesign. Citing a wine box that can be repurposed into a wine rack and a few other products, Pike says, “It not only resonates with customers who want to invest in brands that are bettering the planet, but it also encourages customers to be marketing agents as they reuse packaging that promotes the brand.”
Research firm Mintel says that package recycling is currently well below its potential, and that most consumers don’t have a real understanding of what to do with compostable packaging, for example. The firm is watching for two initiatives: A focus on alternative package material sources, and catering to the 63% of American consumers who believe that reusable packaging is a significant purchasing driver.
Digital print is a trend, of course, and has been every year for well over a decade. Mintel is now predicting that 2016 “will be the tipping point for digital package printing, as brands move beyond using digital only for limited editions and personalization and begin capitalizing on its economic and speed-to-market advantages. The success of Coca-Cola’s Share a Coke initiative – which helped reverse a decade-plus decline in sales – provides a window into the potential for digital printing, creating opportunities for brands to engage consumers on a local, personal or even emotional level.”
According to Mintel, one-fifth of US Millennials (there they are again) are seeking custom or personalized packaging, while nearly one quarter of Chinese consumers indicate a willingness to pay more for personalized soft drink packaging. Digital printing accounts for an estimated 10% of packaging decoration around the world; Mintel says it is positioned to grow “well beyond” industry estimates.
Other packaging predictions from Mintel for 2016:
• Flexible packaging: “Once regarded as a compromise, the use of flexible packaging (specifically pouches) increased 56% in the consumer packaged goods category between 2010 and 2014, according to our Global New Product Database. Nearly one-third of consumers associate flexible packaging with being modern, and offers brands nearly unparalleled decoration and marketing opportunities. Brands will continue looking to pouches to capture consumers’ attention in 2016, with truly innovative brands looking at the next generation of rigid/flexible hybrids, which combine functionality and environmental benefits with great shelf presence.”
• Packaging size: “Brands must offer packaging – both larger and smaller – that consumers see as right-sized for themselves, their families and shifting use occasions. While 39% of UK consumers would like to see a wider range of smaller bottles for alcohol, for example, families around the world are seeing value in larger milk containers, and half of all health-conscious snackers say they would be willing to try a new product if it was available in a smaller trial-sized pack.”
• Mobile opportunity: “Mobile is set to become the new front line in the battle to win over consumers, and mobile interactions accounted for 64 cents of every $1 spent in retail stores by the end of 2015. Unlike the previous generation of mobile-friendly packaging, with its clunky QR and text codes and less-than-stellar augmented reality experiences, the next generation of mobile engagement will be built around near-field communication and Bluetooth low-energy that will deliver on the promise of mobile engagement.”
The author is president of Jack Kenny Media, a communications firm specializing in the packaging industry, and is the former editor of L&NW magazine. He can be reached at jackjkenny@gmail.com.
Today, online sales are routine and growing ever more refined. Orders that once occupied telephone time and volumes of paper are transferred digitally in seconds, streamlining operations and creating true just-in-time fulfillment. This can only get better.
Increases and improvements in digital communications are on the list of business trends for 2016 that the label converter should note. “Social selling” is the term for doing business online in ways that go beyond Facebook. And everywhere, it seems, forecasters are encouraging us – warning us, even – to pay attention to that quirky young generation, to stop complaining and start embracing the Millennials.
Here’s an example. In its list of ideas for 2016, Heiber & Schröder USA (H&S), which makes carton erecting machines and other products, encourages designers to consider 2D as well as 3D in its packaging – for the screen: “What is effective in the supermarket aisles may well be too subtle or simply too small to jump out from the smartphone of a Millennial placing a grocery pick-up order during her bus ride to work. Packages that have ‘billboarding’ potential are a great canvas for eye-catching graphics and bold colors that characterize modern campaigns.”
H&S also stresses the growing importance among consumers of what it calls on-the-go packaging: “As technology evolves, the consumer expects packaging to be much more functional: self-opening, self-closing, self-sealing, self-cleaning, self-dosing, self-regulating, self-heating, etc. Consumers are demanding their products’ packaging fulfill their personal and social needs. Packaging can no longer simply transport food. Convenience is a major selling point for food and beverage packaging. Features such as ease of opening, resealability, portability, lighter weight and no-mess dispensing are packaging benefits that influence consumers’ purchasing decisions positively.”
Another trend to watch, which is echoed by Deborah Ginsburg, CEO of Strategia Design, is the package that offers a transparent window for a view of the contents. “These small windows are both appealing and functional, allowing the consumer to actually see what it is they are about to purchase… Consumers want to know that what they see is what they get, and that they won’t be fooled, shocked or surprised when they open up the box. This trend is fueled by the fact that more and more shoppers are searching for clean, natural and healthy foods than ever before.” H&S says that 30% of shoppers judge product freshness by appearance, rather than its use-by date.
BeyonD Hipster
Dieline, the popular blog for package design, foresees a growing emphasis on visual authenticity in packaging, marked by four basic characteristics: 1) handwritten, raw, freeform or sketchy typography; 2) vintage inspired references or typography; 3) hand-rendered, simple illustrations, and 4) natural color palettes. “The digital age is fostering a decline in human connection, which is most prevalent among Gen Z [post-Millenial] consumers. Because of this, these shoppers are not responding to traditional established corporate brands. They want more. They demand more. They desire a real, trusted, human connection to the products and the brands that they consume. This connection can be expressed in different ways, from a connection to nature, to the written word, to the past, or simply to other people. This is beyond hipster. This style is a rejection of technology: a pre-computer era style.”
Other design trends touted by Dieline include the Luxury of Less, in which “packaging design and luxury branding are being designed to whisper, rather than shout”; and Ultra-Pure, featuring few colors, stark design, and abstract or geometric shapes and patterns.
None of the pundits is overlooking the Green factor. They include increased emphasis on recyclability and re-use: “Packaging that has been specifically engineered for reuse is a trend that lends itself to both originality and sustainability,” writes Sarah Pike, art director at Starrdesign. Citing a wine box that can be repurposed into a wine rack and a few other products, Pike says, “It not only resonates with customers who want to invest in brands that are bettering the planet, but it also encourages customers to be marketing agents as they reuse packaging that promotes the brand.”
Research firm Mintel says that package recycling is currently well below its potential, and that most consumers don’t have a real understanding of what to do with compostable packaging, for example. The firm is watching for two initiatives: A focus on alternative package material sources, and catering to the 63% of American consumers who believe that reusable packaging is a significant purchasing driver.
Digital print is a trend, of course, and has been every year for well over a decade. Mintel is now predicting that 2016 “will be the tipping point for digital package printing, as brands move beyond using digital only for limited editions and personalization and begin capitalizing on its economic and speed-to-market advantages. The success of Coca-Cola’s Share a Coke initiative – which helped reverse a decade-plus decline in sales – provides a window into the potential for digital printing, creating opportunities for brands to engage consumers on a local, personal or even emotional level.”
According to Mintel, one-fifth of US Millennials (there they are again) are seeking custom or personalized packaging, while nearly one quarter of Chinese consumers indicate a willingness to pay more for personalized soft drink packaging. Digital printing accounts for an estimated 10% of packaging decoration around the world; Mintel says it is positioned to grow “well beyond” industry estimates.
Other packaging predictions from Mintel for 2016:
• Flexible packaging: “Once regarded as a compromise, the use of flexible packaging (specifically pouches) increased 56% in the consumer packaged goods category between 2010 and 2014, according to our Global New Product Database. Nearly one-third of consumers associate flexible packaging with being modern, and offers brands nearly unparalleled decoration and marketing opportunities. Brands will continue looking to pouches to capture consumers’ attention in 2016, with truly innovative brands looking at the next generation of rigid/flexible hybrids, which combine functionality and environmental benefits with great shelf presence.”
• Packaging size: “Brands must offer packaging – both larger and smaller – that consumers see as right-sized for themselves, their families and shifting use occasions. While 39% of UK consumers would like to see a wider range of smaller bottles for alcohol, for example, families around the world are seeing value in larger milk containers, and half of all health-conscious snackers say they would be willing to try a new product if it was available in a smaller trial-sized pack.”
• Mobile opportunity: “Mobile is set to become the new front line in the battle to win over consumers, and mobile interactions accounted for 64 cents of every $1 spent in retail stores by the end of 2015. Unlike the previous generation of mobile-friendly packaging, with its clunky QR and text codes and less-than-stellar augmented reality experiences, the next generation of mobile engagement will be built around near-field communication and Bluetooth low-energy that will deliver on the promise of mobile engagement.”
The author is president of Jack Kenny Media, a communications firm specializing in the packaging industry, and is the former editor of L&NW magazine. He can be reached at jackjkenny@gmail.com.