A packaging design must be right on all levels. Good packaging meets all kinds of requirements. It offers benefits to the consumer, the producer ánd the product.
Is the packaging handy and attractive? How much does it cost to produce the packaging? Can the product be optimally stored in the package?
An attractive packaging draws attention. Packaging design is therefore an ideal marketing tool. Your packaging will introduce your business to the public in the most tangible way.
It takes a costumer about twenty seconds to choose a particular product in the store. The packaging often is the decisive factor.
Let’s take a look at a few trends in packaging design.
Playing with colours
Colours have an important role in product and/or brand recognition. In addition, colours also evoke emotions that steer the buying behaviour. For this reason, packaging designers have always given great attention to colours.
Currently, colours in packaging design are getting brighter and more striking. Colours are given the task of explicitly identifying different products from the same range. The colours match the ingredients of the product or the emotions the product evokes. Colour is the most important way to communicate with the consumer, more than the packaging shape or the accompanying text. The rest of the package remains sober. Packagings with fresh, distinctive colours attract attention and clearly indicate what they stand for. Consumers remember the colour of their purchase, rather than the brand name of the product.
The future is environmentally friendly
Environmentally friendly packaging is not just a trend. It’s a must. We are more and more aware of the fact that environmental pollution is a huge threat. Many consumers are worried and want to do something for the planet. Therefore, they prefer to buy products from companies that take responsibility in relation to the environment through their packaging.
Environmentally friendly packaging offers nothing but benefits for everyone. Environment, customer, producer.
This kind of packaging automatically creates a ‘natural look’. This way the customer gets the feeling that the product itself is also ‘natural’. For example, with this kind of ‘idealised’ packaging you can also respond to the urbanite who misses nature. The packaging brings natural products closer. You even feel nature in the packaging.
Packagings of times past not only appeal to the people who knew them in the past. Youngsters also like the special aesthetics of vintage. Thanks to the new packaging technologies, vintage looks more and more authentic. This results in beautiful, idealised vintage designs that create the illusion that the products are not made by machines but by people. Just like in the past. In this busy era we often crave for the past, when everything was still simple and pure. The times when producers still worked small-scale and with a loving heart. Some brands do not only feed us an illusion. They really give more care and attention to the products themselves.
Less is better. Going back to the basics. We have been familiar with these ideas in packaging design for a long time. In recent years we saw pure minimalism emerge. Nowadays the minimalism is still there but with some flair added. For example, think of a nice illustration or a relief in the cardboard.
This kind of packaging attracts an audience that longs for simplicity and clarity. Short sentences, simple words. A clear ‘no’ to the overload of information in our hectic society. These packages have a soothing effect and are clear. You immediately see what the product stands for. You do not have to decipher anything on the packaging.
Case Study: Our packaging design for Bioradix
Bioradix, Belgian manufacturer of natural nutritional supplements, asked us to make new packaging designs. Let’s take a closer look at how the Bioradix Botanical packagings – designed and manufactured by Kasper – correspond to the trends we discussed above.
We used four different colours for the four groups within botanicals: Detox, Transition, Resistance, Slimming. Thanks to the distinctive colours, you immediately know in what range to look for your supplement.
- Environmentally friendly:
The botanical packaging feels and looks very natural. The packaging tells you that this food supplement is a 100% natural product.
We chose for a touch of vintage on the labels. The drawing of the plant reminds us of the plants on the herbal cards that hung long ago in small village pharmacies.
This package speaks for itself. The info is limited but clear. The look & feel of the packaging shows that it is a natural product.