The world of product packaging is moving at a faster pace than ever before. Relying on traditional advertising and sticking to ‘this is how we’ve always done it’ is no longer enough to attract consumers and stay relevant
in the market. Keeping up with the latest packaging trends is crucial for a company to grow or, at the very least, retain its market share. Consequently, brands are constantly looking for innovative ways to catch the consumer’s eye. So which packaging trends have proven to be the most successful in the last few years?
1. Going green
Green is trending! In the last few years, companies have increasingly been focusing on sustainable packaging. A smart move for sure, since more than 60% of consumers
prefer to purchase products with environment-friendly or recyclable packaging.
2. This is what you’re getting
Looks can be deceiving, and the consumer is tired of it! While packaging design used to revolve around bells and whistles, honesty and simplicity are now the trend. Customers want to see the product they’re buying, turning to packaging that actually shows what’s inside. Especially when it comes to food packaging, consumers feel more comfortable with packaging that is at least partly transparent
3. Custom packaging
A growing number of companies is turning to customized packaging in order to set themselves apart from their competitors. And they’re succeeding at it! Remember when customers were going out of their way to find ‘their’ bottle of Coke when Coca-Cola launched their ‘Share a Coke’ campaign
? By simply putting thousands of popular names on the bottles – and with a helping hand from social media – Coca-Cola managed to give their customers the impression that their very own personal bottle was out there, just waiting to be found and purchased.
Esko’s Jan De Roeck on Packaging Trends
Jan De Roeck, Markering Manager for Esko, talks to Richard Romano
, senior analist for What they Think
and sheds some more light on recent packaging trends and how they reflect the growth of the digital packaging industry .