In the world of packaging, material innovations and consumer taste drive the wave of evolution that result in ever-changing packaging trends. Today’s consumers have developed a refined taste and are more de-sensitized to traditional marketing messages, which has presented the brands with an opportunity—as well as a challenge—in order to stay relevant and occupy a significant market space. This gives way to a parallel path that runs between brands and expectations of the consumer, where the brand is striving to engage consumers on a more personal level and the consumer is expecting the brands to deliver the desired experience through their packaging designs.
In 2017, the area of focus is making the product more personal to the buyer while highlighting its benefits in an interesting way. By combining creativity with technology, designers are coming up with new shapes and materials that push the design envelope while both directly and indirectly influencing consumer behavior. Let’s take a look at the packaging trends that have broken through the noise to become this year’s standouts.
2017 design trends so far…
By reducing packaging elements to their purpose-based core, this trend enhances a product’s appeal through form and function. Often times, this simplification has the added benefit of helping the product stand out amongst competitors with more complex packaging.
However, going back to the basics shouldn’t be confused with lack of creativity. Proton olive oil combines the traditional olive oil bottle shape with a minimalistic screenprinted label to give it a modern element reflecting this very traditional product being brought into today’s market while communicating the voice of the brand.
Key elements: Straightforward packaging with text or graphics that subtly convey the product benefits or features.
- GEOMETRIC SHAPES and UNIQUE PATTERNS
Patterns and geometry have infiltrated all areas of design, from websites to clothing, and are now influencing the packaging industry. Geometric shapes and patterns help make the product stand out on the shelves by giving the packaging a trendy and quirky aesthetic.
For instance, Corinne Cosmetics uses a series of monochromatic shapes and patterns to identify the different products within the range while achieving uniformity in uniqueness across the entire line.
Key elements: Classic shapes with a twist, labels that look like art.
- VINTAGE becomes the LATEST
If this one sounds familiar, it’s probably because it is! Though vintage reiterations have been common in years past, this red-hot trend still continues to soar for consumers. Promoting a product based on its heritage, provenance and authenticity is a time-honored tradition—but even if its a new product, brands are using the vintage aesthetic to convey their authority, artisanal qualities and associate themselves with the glory days of a bygone era.
Hawkins & Brimble, a mens’ grooming company, keeps the core value of their brand intact and plays into the apothecary feel of old-school barbershops with bold red and white graphics and mixed typefaces.
Key elements: Multiple typefaces, limited color palettes, heritage markers.
With the recycling of waste into plastic, glass, paper, wood and compostable materials in place, we’ve seen the big shift towards the idea of using recycled materials for product packaging. But this year, we’re seeing an uptick in packaging that can be re-used domestically after the product itself is gone.
For this reason, the trend in packaging is shifting from simply having a recycled disposable package to creating a package that the consumer will want to up-cycle. That is to say, package designers are focusing on the aesthetically pleasing appeal of the packaging so that it could standalone as an objet d’art or piece of home décor.
This bottled t-shirt from Vestige Story is a great example. The buyer gets a premium t-shirt inside a glass bottle than can then be up-cycled as a container or flower vase. The glass presentation adds to the unboxing experience and reminds the buyer of how they are helping to reduce waste.
Key elements: Glass materials, multi-use design, versatile aesthetic.
Packaging as an expression of self
Today’s consumers want the products they purchase to be an extension of who they are: the brand should match not only their personal values, but their style aesthetic as well. Many brands are becoming keen to fashion trends and are using current styles to influence their packaging.
For instance, there has been a huge trend in fashion that revolves around bold, floral-inspired graphics that stray from traditional floral patterns. Big-name fashion houses like Marc Jacobs and Oscar de la Renta have originated this trend, which has now trickled down into the packaging world.
This can be seen in Pari Satiss’ design for their organic cosmetics line. Not only does the brand play to the eco-friendly trend popular with the younger market, it also pops off the shelf with bold colors and patterns making it one of the year’s most gorgeous packaging trends.
Key elements: Hand-drawn patterns, artwork, fashion-inspired prints, and unique aesthetics.
Trends come and go but designs that are simple, authentic and meaningful are most impactful when it comes to communicating the core values of a brand.
Which one of these packaging trends is your favorite in the year so far? Let us know in the comments.
Want more? Check out our post on 25 Stunning Beverage Bottle Packaging Designs.