It’s been a while since we’ve taken a look at trends in packaging. These are always fun to follow because of how they change or stay the same, make sense or make no sense, and exhibit careful thought or sheer wackiness.

Last year’s color scheme was said to be natural hues. This year it’s wild and bright. Who comes up with these? It’s the same in women’s fashion. Somebody, somewhere spins a wheel, and when it stops: “Orange! This year it’s orange!” We cannot, however, poke too much fun, because plenty of smart, serious people have their eyes on packaging every day, and to them a trend can become obvious. They are also useful to packaging manufacturers.

Let’s start with some basic observations. 99designs, an online graphic design marketplace that links designers and product marketers worldwide, sees these noteworthy packaging trends:

• 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.”
• Custom lettering. “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.” 99designs reports seeing a “massive comeback” of hand lettering this year.
• Ingenious diecuts. “Traditional packaging tends to hide its contents, but modern designers are experimenting with diecutting 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.”
• Wild color. “Bright colors and vibrant associations are beginning to make a scene on store shelves. In particular, we’ve seen color used to differentiate variations within one product family. A buyer might not remember the name or number of their favorite flavor, but they will surely be able to recall if the packaging was a bright turquoise or vivid purple.”
• Repeating patterns. “Although the idea of repetitive shapes might seem simple, the technique can be dynamic and compelling when used correctly. Repeating a visual motif that captures the essence of the brand sends a strong message.”
• Illustration as narrative. “Illustration is reclaiming its rightful place in the arsenal of package designers, and the new year will bring carefully crafted, content-rich illustrations that will remind us of stories long forgotten or give us a taste of the stories to be discovered.”
• Eco-friendly packaging. This is a trend that is on most lists every year, and for good reason. More on that topic below.

‘Great packaging protects your brand’
Mintel is a large global “market intelligence” company. It has the resources and client base to compile strong trend data, and offers these observations:

• The [re]union of package structure and branding. “Clean label messaging continues to trend around the world. But with one third of US adults noting that high-quality food packaging is an indicator of product quality, and three in five UK consumers saying they pay attention to beverage packaging formats, the time is now for brands to roll out packaging structures that not only differentiate on the shelf, but also help to form and support brand identity, as well as give consumers an incentive to spend time with them. Good packaging protects your product. Great packaging protects your brand.”
• The face and role of packaging online. “The majority of grocery brands have yet to capitalize on the role of packaging in the e-commerce. This trend is only going to grow. What it means for packaging is less clear in the short term, but currently, brands are failing to impress with the delivery of their online packaging experience. Looking ahead, brands must explore both the opportunities and threats that online shopping can bring.”
• Packaging gets smart, active and intelligent. “Increasing demands for food safety, waste reduction, patient compliance, and the removal of consumers’ exposure to hazardous or fraudulent products are just a few of the drivers propelling the emerging genre of smart, active, and intelligent technologies for packaging. While there is a lack of standardized definitions for smart, active, intelligent, and even mobile-enabled packaging, there are still clear and measurable connections with consumers and, in some cases, it is even saving lives. We see opportunities for brands to engage, entertain and educate consumers in real time.”
• Extending the brand. “Price is a key factor in consumers’ purchasing decisions, but brand trust also plays a pivotal role. In reactions to new US product launches, brand trust can reach as high as 94%. In Brazil, 35% of consumers buy only hair care brands that they have used before, and 53% of Chinese consumers say they are loyal to a brand they like. Brands can leverage that familiarity to create loyalty and extend a product portfolio well beyond traditional categories. In the coming year, Mintel sees packaging performing a more pivotal role in helping brands gain entry into, and acceptance in, new categories.”

Ecology: ‘Customers will notice’
Waste is a permanent thought in every converter’s mind: material waste, time waste, motion waste, transportation waste. Converters who understand ecological waste and the benefits of its reduction are willing and eager to implement sound practices to reduce environmental impact. It’s the same with packaging: Ecological awareness runs through the supply chain from creation to consumption and beyond.

Beverage Daily recently published a list of five sustainable packaging trends that it expects to strengthen in the very near future. They are worthy of study.• Labeling will get clearer. “Make it clear on the product packaging how to dispose of it, and clarify if there are any sustainable claims. Being honest with customers will go a long way.”

• Lightweight packaging will be embraced. “There are numerous benefits: Less material is needed to produce packages; manufacturing costs are low; environmental impact from transport is minimized, and waste sent to landfills is reduced. The only negative is that when recovery rates increase, it will remove the value and undermine the economic incentive to recycle.”
• Increased use of recyclable materials. Product marketers are encouraged to “discuss with your packaging manufacturer about different material options that meet your budget and needs before beginning production.” And consider using recycled materials in the packaging.
• Edible packaging. This is about eliminating packaging waste. “Challenges come with it, such as logistical problems and marketing hurdles, such as customers’ impression that the packaging is unhygienic. It’s still in the nascent stages of planning and execution but is definitely gaining speed and interest.”
• Packages will slim down. “Consult with your packaging manufacturer about creating custom packaging boxes for your products so that you can save space and materials. Opt for minimalistic packaging and ditch bulky packages. Customers will take notice.”

Some trends might not suit your converting business, but they are good to know and discuss because they can help generate ideas. When you’re speaking with a customer and you share your knowledge about the market influences and directions that affect that company’s products and profits, your value will rise.


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.