You may hear the words packaging trend and immediately think of a fad that will be gone in 6 months. In some cases you may be right, however, if done properly you can capitalise on new innovations and trends, while remaining true to your brand. That is what we will be discussing in this article. With breakthroughs in sustainable materials, digital printing, AI-driven design tools, and smart packaging technologies, brands are finding new and exciting ways to connect with their customers, while protecting their products, all through their packaging. Today, we’ll take a look at the innovations shaping the packaging world and how businesses like yours can figure out which advancements might be worth embracing.
If you are a manufacturer or e-commerce seller, then the chances are that the first time a customer will experience your brand in person will be when they receive their package from you. As we all know, first impressions matter, so you need to ensure that your packaging conveys your brand in the best way possible from the start. A sub-par piece of packaging, in this context, is less about just getting your product from point A to point B, and more about introducing the customer to the physical brand.
Also, with Gen Z becoming adults (and consequently turning into potential customers with increasing purchasing power) they value social issues such as sustainability more than any generation before them. As a generalisation, they are more conscious about purchasing from brands who care about their impact on the world around them, and are subsequently less likely to support brands who don’t align with these values. While this may not be a ‘trend’ in the typical sense, it is a noticeable market shift that should be considered when choosing your packaging. With that in mind, let's move on to some of the trends and innovations themselves…
For as long as eco-friendly packaging has existed, the sustainable packaging option has been associated with simple, brown cardboard boxes. While that style still suits some brands that are going for a more rustic or earthy look, today's customers no longer expect eco-friendly packaging to compromise on its aesthetics. Thanks to advances in materials and printing technology, we can now produce packaging that is sustainable, in a range of colours and textures. There has also been a shift towards designing packaging more efficiently, with brands being able to efficiently reduce unnecessary layers and opting for single material packaging that’s easier to recycle, without diminishing protection on the product.
The main thing here is to make sure that your sustainability efforts complement your brand rather than defining it entirely, as customers increasingly appreciate environmentally responsible choices from the brands they buy from, but they also want packaging that reflects the quality of what's inside.
Did you know that the UK makes up the third-largest e-commerce market globally, where over 30% of all retail sales are made online? As online shopping keeps on growing, packaging is no longer about looking good on the retail shelf, as it needs to perform throughout the entire delivery journey too. Unlike products displayed in-store, e-commerce packaging has to protect its contents during shipping, and stay in the same condition until it arrives. When you’re designing packaging for e-commerce, it’s helpful to ask yourself three key questions:
Will it protect the product during transit?
Will it give a positive first impression when opened?
Does it reflect the quality and personality of your brand?
If the answer to any of these is “no,” it might be a good time to revisit your packaging strategy.
Keeping your packaging up to date is obviously important, but chasing after every new trend can sometimes do your business more harm than good. The most successful packaging designs are those that have been rooted in your brand’s strategy and what your customers truly need, rather than in every trend.
Following trends without thinking about your audience - What’s popular in one industry might not appeal to your customers. Before jumping on a trend, take a moment to consider if it really matches your brand’s personality and if it will meet the expectations of the people you’re trying to reach.
Putting appearance above function - It’s great to have eye-catching and distinctive packaging, but it also needs to protect the product and work smoothly in production and distribution. An impressive-looking design that doesn’t function properly can lead to costly mistakes down the line and an uptake in returns due to damage in shipping.
Copying what others do - It’s natural to look at competitors’ packaging for inspiration, but remember that your packaging should help differentiate you from your competitors, not look exactly like everyone else’s. Simply copying a competitor’s design can weaken your brand identity and make it harder for customers to recognise you.
Most companies fall at the first hurdle when deciding what new innovations or trends to apply to their brand. Don't ask "What's on trend or fashionable?" and just copy and paste the first thing you see, instead, ask…
What will my customers notice?
What can I do to enhance their experience?
How can I support my sustainability aims?
What benefits can I offer retailers?
What will boost the perceived value?
Then it’s time to talk to Design Packaging. Contact us by clicking the link below and discover how your packaging can be working harder for you…
https://www.designpackaging.net/contact
