Hottest 2016 product packaging design trend report

2022-09-22
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2016 product packaging design trend report

release date: Source: Internet editor: lychee Views: 1210 copyright and disclaimer

core tip: for modern brands, the crux that hinders their long-term development lies in how to deal with the growing lack of consumer loyalty to the brand. Among them, the best and most commonly used solution is to strengthen the uniqueness of its own brand image and make the brand stand out from the market. Establish a highly recognizable and attractive brand image, so that consumers can independently establish their awareness and trust of the brand. Perhaps this is why many brand experts attach great importance to product packaging. However, for designers and brands, blindly catering to consumers' preferences is a thankless thing, especially for packaging design, its so-called evaluation criteria have been changing with the changes of the market

[China Packaging News] for modern brands, the crux that hinders their long-term development lies in how to deal with the growing lack of consumer loyalty to the brand. Among them, the best and most commonly used solution is to strengthen the uniqueness of its own brand image and make the brand stand out from the market. Establish a highly recognizable and attractive brand image, so that consumers can independently establish their awareness and trust of the brand. Perhaps this is why many brand experts attach great importance to product packaging. However, for designers and brands, blindly catering to consumers' preferences is a thankless thing, especially for packaging design, its so-called evaluation criteria have been changing with the changes of the market

therefore, major brands have been constantly looking for breakthroughs, trying to introduce more innovation and added value into their own packaging design. In view of this situation, Mintel, a market research and consulting company in London, UK, recently released six major trends that will affect the development of the global packaging market in the next 2016, which are not only related to the important impact on the brand, but also closely related to our consumers

no.1 digital evolution

the development of digital packaging and printing technology has created unprecedented opportunities for brands to get close to consumers. For example, Coca Cola has previously introduced the product concept of "share a coke", which innovatively uses digital printing technology to provide customers with personalized limited edition beverage bottles with their own names, and has achieved good market response and high brand recognition from consumers. Mintel pointed out that 2016 will be a turning point for the development of digital packaging and printing. Digital printing will no longer only be used for private customization and limited customization of brand products in Germany today, but will stand on the stage of the mainstream packaging market because of its advantages such as economic benefits and short renewal and listing cycle

no.2 green packaging causes the paper packaging market to expand its cost. According to Mintel's research, although many packaging brands have made efforts in the environmental design of packaging, there is still a great potential for the development of green and ecological packaging that has not been tapped. A good example is the "rag_bag" designed by DDB Stockholm, an advertising agency from Sweden Packaging items for. This clothing outer packaging bag designed for the clothing brand unified for the dedicated is made of natural degradable plastic, which is safe, non-toxic and environmentally friendly. At the same time, it can be turned into a huge envelope to store old clothes. As long as it is postmarked, the old clothes can be sent directly to the donor. Simple creativity and design provide the added value of secondary utilization for packaging. The concept of green ecology and the penetration of charity and humanistic feelings have played a very positive role in promoting the establishment of brand image. When the price of products is equal to the quality of products, green environmental protection and reusability will become the decisive factors affecting consumers' desire to buy. Therefore, brands should not underestimate the impact of this factor on their brand competitiveness and marketing strategy

no. 3 "less is more" - show me the goods

with the improvement of consumers' consumption and health awareness, the materialization and transparency of commodity information has become the focus of consumers' attention when purchasing commodities. However, the commodity packaging and label design with complicated and fancy design and chaotic information labeling have greatly reduced the consumer experience. According to Mintel's survey, 58% of British consumers will check the raw materials and composition information when buying goods, and 76% of consumers will pay attention to the addition of artificial preservatives. Labeling too much useless or false information will interfere with consumers' judgment and affect their purchase desire. Therefore, transparent packaging that allows consumers to clearly see the product status and clean and concise key information. Clear and organized labels can win the favor and trust of consumers

No. 4 packaging mobile-ution

in recent years, with the rapid development of mobile terminal technology, the packaging industry has also followed the development of science and technology, and unprecedented changes have taken place. With the intervention of modern technologies such as digital mobile, product packaging design has become more convenient and efficient in terms of information transmission and brand publicity, relying on people's daily convenience, and has greatly enhanced the intimate interaction between brands and consumers

for example, Johnnie wal strength maker, the world's largest whisky brand, released a new bottle packaging combined with new technology for their blue label whisky last year. The bottle body is equipped with a label with NFC (near field communication technology sensor), and all detailed information about whisky can be obtained by consumers close to the bottle body

no.5 flexible packaging with strong plasticity

according to the survey of Mintel in 2015, 32% of consumers regard flexible packaging with plasticity and variability as a symbol of modern and fashionable packaging. However, how to solve the differentiation and identification of brand image in the "era of flexible packaging" is the key problem to be solved by all brands and packaging industry

no.6 packaging size diversification and contextualization (size matters)

the design size of packaging pays more attention to meeting the consumption needs and habits of consumers, and makes adjustments flexibly according to the use scenarios, which has become a new trend of packaging design. According to the research, 39% of British consumers prefer to accept small bottles of alcoholic beverages, while 50% of snacks that focus on the concept of green health will choose small bags as trial packages when launching new products. Therefore, Mintel proposed that the new packaging design size specification will be more open and diversified. It should not only provide diversified packaging schemes with different sizes that are more considered for consumers' use experience, but also consider the convenience and comfort matching of packaging size and use scene for consumers

of course, innovation has always been a double-edged sword. Change may bring great criticism and negative impact to the brand, may bring successful market response, and get higher brand recognition. There is inevitability but more uncertainty. Whether it succeeds or fails, it must wait for the test of the market and the test of time

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