The Dieline released 4 key emerging package design trends focused on essentialism in 2016. We have analyzed the trends over the past few years and it seems the consumer is overwhelmed. They are in search of solutions, products, and packaging that simplifies the complexity of buying. In this post, we examine the four main trends for creating an authentic, simplistic packaging design that will attract and delight customers.
1. ASAP - As Simple As Possible
The design must not just simplify, but actually, answer the questions that consumers are asking. These products found a way to simply clarify and answer the consumer's questions in an elegant way. The designs were powerful, because they clearly communicated their value and trustworthiness to consumers.
An excellent example of the ASAP theory was with Tylenol Care+ packaging. Tylenol does an incredible job at communicating the value of their products simply. They reinvented the shape of the package to subliminally look like a pill. The design communicates the idea that pill=medicine, which makes it even easier for consumer to make an unconscious decision.
Trident Extra was another brand that took a simplistic approach to communicating their value to consumers. They chose to cut out the package to make the pieces of gum look like white teeth. Trident Extra is supposed to protect and whiten your teeth, so the new packaging clearly defines the value of their gum.
2. Geometry 101
Geometry is a principle of all good packaging design. Simplicity is also communicated through shapes and patterns. Some of the key trends were using simple color schemes including monochromatic to display the most basic of shapes and patterns.
Corinne Cosmetics (above) showcases the ideas of geometry on a reduced color palette. The simplicity of the shapes and color palette communicate the value of the brand immediately. The cosmetics industry is full of brands trying to grab attention with bright colors and unique designs. Corinne plays their card by not seeming desperate resulting in a cool, high quality design that communicates "the best."
As mentioned before, it seems design is a cycle that ends up where it began. Brands will find value in idealizing the past through made by hand and detail-oriented packaging. Consumers recognize higher quality and more value in products that appreciate the novelty and nuances of the past.
Don Papa has capitalized on the old-fashioned approach to essentialism. The design firm used an antique bottle shape with a rustic cork for their 10 year aged rum. The design communicates history, originality, and quality.
4. Shelf Life
We think about the shelf at the store more than we think about the shelf at home. Consumers are going to see your product on their shelves much longer than they will at the store, so it's just as important to design for the shelf at home. With the right packaging, consumers are more likely to leave their products out on the counter than tucked away in the cabinets. The focus here is to give the product longevity through unique and functional packaging.
Nutrilinx is a brand and packaging solution for a fictional dietary supplement company. The packaging is developed based on past potion and medicine bottles, but add a humanistic approach to interaction. The design is integrated with NFC and Bluetooth to communicate the value of the vitamins to consumers. The packaging also showcases how much left of the supplement that you actually have without you having to open them.
Inspired by thedieline.com
Package InSight: Packaging Innovation Leaders
We have worked with global Fortune 100 brands to small, developing CPG companies to develop innovative packaging solutions. We work with you to understand your problem and develop a customer solution. Our process starts with ideation and brainstorming with the consumers. We begin to understand what the possibilities are in the minds of consumers. Next, we evaluate the ideas with you to get to the top ideas for prototyping. We rapidly prototype multiple package types and prep them for testing. Our unique advantage to other firms is our mobile eye tracking retail lab. We have the ability to test package designs with consumers before they ever go to market. We understand the advantages and disadvantages of the new design as well as the potential purchase behavior of consumers. When your eyes move more than 30 times a second, it's important to know if our packages are grabbing any of that attention and how. If you are interested in learning more about our process, please contact us below.