1. The Power of Color
Brands continue to prefer visual and minimalistic designs. They are using primary and secondary colors to differentiate product categories. We continue seeing the use of color in diagonal lines and litmus tones for the younger generations.
Young people use social media to define their digital identities. Therefore the products and brands they consume help them create this identity. Consumers are looking to differentiate themselves, for example: being the first to discover new products, surprising their followers with novelties or even communicating directly through the brand’s messages. Now more than ever, creativity, humor and surprise are at the center of packaging design. This in order to connect with consumers in their own language and help them co-create their personal brand through what they share on social media.
More and more consumers are looking after their physical and mental health, but also their holistic and spiritual well-being. As a result new transcendental packaging trends have surged. For example packaging that praises women as a source of life and wisdom. Ethereal, spiritual and magical concepts that connect with nature are also being used. We can also observe a growing interest in natural cycles and the seasons. Because it is linked to motivations, tastes and interests of a growing population, this trend will continue for a few more years, especially in the female population.
Floral designs in packaging are not only a graphic trend that started a few years ago, but they will also translate into sensorial product innovation. Their smell, taste and visual beauty impacts the consumer experience in many ways. With their delicate, subtle and feminine touch, florals represent the maximum expression of life and beauty. The main categories that use this type of packaging are: ice cream, chocolate, beverage, hygiene and cosmetics.
At a packaging level, this is seen represented through the reduction and optimization of materials. Packaging is accompanied by inspirational phrases or storytelling extracts that help connect emotionally with consumers and their ideals. More and more consumers now choose brands with eco-friendly packaging. We cannot leave aside the zero waste concept and the circular economy concepts.