Still haven’t had a chance to read our latest eBook, 7 Global Packaging Trends Set to Transform the Packaging Industry? Don’t worry! We know sometimes you only have time for the condensed version, so we’ve summarized 12 pages of fantastic information down into this quick synopsis of important packaging trends you should know.
1. PACKAGING BUILDS BRAND EQUITYPackaging that structurally, visually, and functionally disrupts the category, communicates the brand succinctly, reinforces the brand’s quality/value positioning, and works hard for the consumer will drive brand engagement and loyalty. Is your packaging working hard to build your brand?
2. PACKAGING SHOULD OPTIMIZE THE ONLINE EXPERIENCE
Cross channel continuity in design, brand, and functionality of packaging is critical to brand equity and the overall consumer experience. If you have now entered the e-commerce space and made some packaging adjustments to accommodate logistics, are you still delivering that same high quality in information and aesthetic engagement that your on-shelf packaging does?
3. PACKAGING SHOULD BE SMART, ACTIVE, AND INTELLIGENT
Technology is accelerating packaging’s evolution from a passive delivery vehicle to a primary means to meet increasing demand for authenticity, transparency, food safety assurance, food/product waste reduction, and consumer engagement. Smart, active, intelligent packaging delivers the tangible benefits of education, confidence, and waste reduction, as well as engages the consumer at point of purchase, all of which contributes to repeat purchases and brand loyalty. Are you implementing technologies to make your packaging work smarter for you?
4. PACKAGING SHOULD ENGAGE YOUR SHOPPERS
Consumers are increasingly looking for brands to engage and entertain them, both in-store and in-use. This means bringing the package to life through visually striking structural and graphic design that triggers each of the five senses, engages shoppers, and grabs their attention, thereby interrupting habitual, auto-pilot buying patterns. How does your packaging provide a unique experience that your competition’s does not?
5. PACKAGING THAT IS “CLEAN”
There is now a new dimension to “clean label”, referring to package structure, labelling, and graphics that provide just the essential information needed to help consumers make confident, informed purchasing decisions. Is the most important information on your packaging easy to find and helpful for making purchase decisions?
6. PACKAGING THAT IS HOLISTICALLY SUSTAINABLE
Sustainable packaging is being viewed more holistically now to include not just what materials are used (recycled, alternative fibers, etc.), but how much is being used (slimmed-down packaging), “light weighting” (to reduce the environmental impact of logistics), end-of-life options (recycling, reuse), waste prevention vs. waste management, and the impact packaging has on food waste. Have you asked your packaging supplier to keep you informed about new sustainable packaging options that could work well for your products?
7. PACKAGING SHOULD DELIVER CONVENIENCE
Busy lifestyles, increasing disposable incomes, smaller households, and growing health consciousness are all driving demand for more convenient and “right sized” packaging. Form, function, and size will be driven by what’s appropriate and relevant to the time and occasion of consumption. Have you addressed your primary target audience’s biggest pain points with the convenience attributes of your packaging?
Consider organizing a small, internal packaging task force to audit your current packaging in these key areas. If you find that you’ve got some work to do, build out a list of changes you would like to start researching and/or implementing and prioritize in manageable phases.
