• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Label Insights: Kocher + Beck highlights GapMaster enhancements

    Die Technology

    Ink Innovation

    E-Commerce Labels

    Contingency Planning
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Epson upgrades SurePress demo facility

    Xeikon helps converters navigate toner and inkjet

    Mactac introduces Simply Sustainable initiative

    Simco-Ion announces Cleanflex Easy Ionization Gun

    Global Graphics unveils new SmartDFE
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    S-OneLP launches Cannabis Resource Guide

    Bobst announces virtual packaging industry event

    Enprom helps converter respond to flexible packaging needs

    anytron assists medical device company with labeling

    Deep dive into the packaging supply chain
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Avery Dennison meets demand for digital substrates

    Epson upgrades SurePress demo facility

    Xeikon helps converters navigate toner and inkjet

    Bailprint Labels installs Nilpeter FA-17

    Domino promotes Jessie Van Apeldoorn
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    Avery Dennison meets demand for digital substrates

    Younger generation drives sustainable packaging momentum

    Epson upgrades SurePress demo facility

    Xeikon helps converters navigate toner and inkjet

    Mactac introduces Simply Sustainable initiative
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Simco-Ion announces Cleanflex Easy Ionization Gun

    Esko and Asahi unveil CrystalCleanConnect flexo platemaker

    Bailprint Labels installs Nilpeter FA-17

    Bobst enhances design of Mouvent LB701-UV digital label press

    Epson SurePress reaches milestone
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    Avery Dennison meets demand for digital substrates

    Mactac introduces Simply Sustainable initiative

    Simco-Ion announces Cleanflex Easy Ionization Gun

    Channeled Resources installs new slitter in Toronto facility

    Kao Collins launches new website for printing inks and services
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    Ashe Converting Equipment

    Corotec Corporation

    KTI

    UPM Raflatac

    Flexo Label Advantage Group LLC (FLAG)
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Pressrooom Supplies
      • Substrates
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Front Row

    Short-term packaging evolution

    Trend awareness is of value to package and label manufacturers.

    Related CONTENT
    • Avery Dennison meets demand for digital substrates
    • Younger generation drives sustainable packaging momentum
    • Epson upgrades SurePress demo facility
    • Mactac introduces Simply Sustainable initiative
    • Global Graphics unveils new SmartDFE
    Jack Kenny04.07.17
    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.
    Related Searches
    • waste
    • safety
    • label
    • converters
    Suggested For You
    Avery Dennison meets demand for digital substrates Avery Dennison meets demand for digital substrates
    Younger generation drives sustainable packaging momentum Younger generation drives sustainable packaging momentum
    Epson upgrades SurePress demo facility Epson upgrades SurePress demo facility
    Mactac introduces Simply Sustainable initiative Mactac introduces Simply Sustainable initiative
    Global Graphics unveils new SmartDFE Global Graphics unveils new SmartDFE
    Kao Collins launches new website for printing inks and services Kao Collins launches new website for printing inks and services
    Xitron announces addition of Bill Brunone Xitron announces addition of Bill Brunone
    Esko and Asahi unveil CrystalCleanConnect flexo platemaker Esko and Asahi unveil CrystalCleanConnect flexo platemaker
    Successful start for virtual.drupa Successful start for virtual.drupa
    Bailprint Labels installs Nilpeter FA-17 Bailprint Labels installs Nilpeter FA-17
    PPG releases 2020 Sustainability Report PPG releases 2020 Sustainability Report
    S-OneLP launches Cannabis Resource Guide S-OneLP launches Cannabis Resource Guide
    Digital embellishment makes labels shine Digital embellishment makes labels shine
    Sakata INX and INX International continue sustainability efforts Sakata INX and INX International continue sustainability efforts
    Controlling static and contamination in label production Controlling static and contamination in label production

    Related Front Row

    • What will tomorrow bring?

      Today’s challenges are sudden and relentless.
      Jack Kenny 06.04.20

    • Planning for recovery

      When the virus abates, how will you rebuild?
      Jack Kenny 04.03.20

    • Fun facts about packaging

      Fun facts about packaging

      Impress your friends and colleagues with these industry gems.
      Jack Kenny 03.05.20


    • What’s trending?

      Trends teach us how to think, sell and profit.
      Jack Kenny 01.31.20

    • Labels, legislation and cannabis

      ...
      Jack Kenny 11.15.19

    • The innovative leader

      Build the team, then let it run.
      Jack Kenny 10.11.19


    • Is it first?

      An effective safety program reaches into all areas of a business.
      Jack Kenny 09.06.19

    • The patch: an intimate look

      A converting challenge, transdermal patches continue to evolve.
      Jack Kenny 07.10.19

    • Blog yourself

      Taking online communication to the next level.
      Jack Kenny 05.31.19


    • The value of research in label design

      Analyze and capitalize on the customer’s proclivities.
      Jack Kenny 04.05.19

    • How to lose a sale

      The experts get right to the point about mistakes.
      Jack Kenny 03.14.19

    • The sword and the substrate

      China’s restrictions on recyclable waste are bad and good for business.
      Jack Kenny 02.01.19


    • Weed labels

      ...
      Jack Kenny 11.16.18

    • Color and packaging

      There’s more to color than ink.
      Jack Kenny 10.12.18

    • Working the show

      There’s more to Labelexpo than strolling the aisles.
      Jack Kenny 09.10.18


    Trending
    • Collaboration Helps Propel Creative Labels Of Vermont
    • Dscoop Plans For Edge Fusion
    • Esko And Asahi Unveil CrystalCleanConnect Flexo Platemaker
    • Avery Dennison Expands Automotive Portfolio
    • Digital Embellishment Makes Labels Shine
    Breaking News
    • Ashland commits to forest restoration
    • Epson upgrades SurePress demo facility
    • Xeikon helps converters navigate toner and inkjet
    • Mactac introduces Simply Sustainable initiative
    • Simco-Ion announces Cleanflex Easy Ionization Gun
    View Breaking News >
    CURRENT ISSUE

    April 2021

    • Label Insights: Kocher + Beck highlights GapMaster enhancements
    • Die Technology
    • Ink Innovation
    • E-Commerce Labels
    • Contingency Planning
    • Narrow Web Profile: Executive Label
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Ashland Supports the Nature Conservancy Forest Restoration Effort to Help Plant a Billion Trees
    Martin Bauer Announces Installation of Agile Filling System at Bethlehem, PA Facility
    PepsiCo and Ingredion Begin Pilot Partnership with Soil and Water Outcomes Fund
    Coatings World

    Latest Breaking News From Coatings World

    AkzoNobel Shareholders Approve Final Dividend at Annual General Meeting
    PPG Maintains EcoVadis Gold Rating
    Sustainable Plastics Will Make Up More Than 15% of Production by 2030
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Getinge Receives FDA Clearance for Multiple Products
    Study Shows Benefits of CCHD Screening Using Masimo SET Pulse Oximetry
    TEAM Technologies Acquires ViruDefense
    Contract Pharma

    Latest Breaking News From Contract Pharma

    RDIF, Minapharm to Make Over 40M Doses of the Sputnik V Vaccine in Egypt
    Bora Pharmaceuticals Completes Health Canada Inspection
    Nanoform, Aprecia Partner to Advance 3DP Nanomedicines
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Johnson & Johnson Reports Sales Increase in First Quarter of 2021
    THG Launches Recycling Program in UK
    Knoll Printing & Packaging Commits to a Healthy Ocean and Planet
    Happi

    Latest Breaking News From Happi

    L’Oréal Successfully Defends Itself In Patent Infringement Lawsuit
    TFF Names 2021 Honorees for Lifetime Achievement Perfumer and Hall of Fame
    Ashland Donates $20,000 To Help Plant Trees
    Ink World

    Latest Breaking News From Ink World

    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    Acrylic Resins Market Worth $21.9 Billion by 2025: MarketsandMarkets
    SE-DA Invests in Kornit Presto S
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Ashland commits to forest restoration
    Epson upgrades SurePress demo facility
    Xeikon helps converters navigate toner and inkjet
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Savaré Strengthens Technical Support for the Americas
    FiberVisions, Avgol Partner with Polymateria
    High-Tech Conversions Launches Wipes Dispenser
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    FDA Clears Orthofix's 3D-Printed FORZA Titanium TLIF Spacer System
    Patients Conclude Clinical Visits in Knee Osteoarthritis Treatment Study
    SeaSpine Begins Limited Rollout of WaveForm TO 3D-Printed Interbodies
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Identiv, Ameta International Announce US, Canadian Distribution Partnership
    Adesis Achieves ISO 9001:2015 Certification
    Louis Widmer SA Complies with EU Anti-Counterfeiting Directive with Zebra Technologies’ Solution

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login