Packaging trends in 2015
The top packaging trends in 2015 include options that are lightweight, compact, environmentally savvy, and carry personality that is digitally smart. Packaging companies are under pressure to connect with the ‘modern day digital age consumers’ fitting with the daily details of selfies and tweets. Retailers are now selling much more than products; lifestyle is a dominant consideration but the packaging still needs to be functional and sustainable. Packaging is growing as the primary medium that communicates product provenance, playing a key role in conveying a products message and building brand awareness with the consumer.
We review four major packaging trends for 2015:
1. ‘Green Warriors’
Consumers are growing more and more concerned about the environment and their footprint on the planet. Sustainable packaging is easing consumer guilt when it displays its benefits to the consumer beyond the recognised recycling symbol. According to a survey carried out in 2014 by Tetra Pak, 87% of consumers have at least ‘somewhat serious’ concerns about global climate change, whereas 94% felt the same way about pollutions and a quarter of people felt guilty about not taking measurements to reduce their carbon footprint. Saying this, these consumers are passively green, they want companies that make the products to ease the burden on them.
2. Personality packaging
Visual appeal has become increasingly important as consumers seek products that offer style as well as functionality. An excellent example of personality packaging is that of Method. This brand has created a clear personality that extend to the packaging. They have revolutionised the shape of cleaning by designing bottles that could be worthy of display in the MoMA. It’s ‘People Against Dirty’ is a memorable tagline that spreads the persona of the products.
3.Designing for digital
Consumers have the option to shop via many different avenues today which demands a new exciting approach to shelf appeal and online imagery. What may be effective on the shelf in your local supermarket may not stand out as a thumbnail image on a user’s smartphone who is quickly carrying out their shopping on the train to work. In the 2D digital shopping space, flat, fully printable packages have an advantage over curved ones partially covered by labels.
4. Food packaging for the city
Food packaging for those working and living in cities should take into account that the majority of them walk, take buses, trains and the tube and also live in smaller compact spaces. Taking this into consideration, packaging companies now look to offer ranges of size whilst still being sturdy, compact and lightweight.