2016 Product Packaging Design Trend Report

[China Packaging Network News] For modern brands, the crux of impeding its long-term development lies in how to deal with consumers' increasing lack of brand loyalty. 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 brand image with a high degree of recognition and strong attraction, so that consumers can establish their awareness and trust in the brand. Perhaps, this is why many brand experts place extra emphasis on product packaging. However, for designer brands, it is a thankless task to blindly cater to consumer preferences. Especially for packaging design, its so-called evaluation criteria has always been changing with the changes in 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 light of this, London-based market research consultancy Mintel recently announced six trends that will affect the development of the global packaging market in the coming 2016, involving both the important impact on the brand and the Our consumers are closely related.

NO. 1 Innovation and Rise of Digital Packaging Printing (DIGITAL EVOLUTION)

The development of digital packaging and printing technology has created an unprecedented close proximity to consumers for brands. For example, Coca-Cola (Coca-Cola) has previously launched the concept of “Share A Coke” and has revolutionized the use of digital printing technology to provide customers with personalized limited-edition beverage bottles printed with their own names and achieved a very good market. Repercussions and high consumer brand recognition. Mintel pointed out that 2016 will be a turning point in the development of digital packaging printing, and digital printing will no longer be used for private and limited-order customization of branded products, but will be dominated by its economic benefits and short update time to market. On the stage of the mainstream packaging market.

NO. 2 Green Ecological Packaging (MORE THAN "JUST" GREEN PACKAGING)

According to Mintel's research, although there are many packaging brands that have made efforts in the environmental protection design of packaging, there is still great potential for the development of eco-friendly and ecological packaging that has not yet been tapped. A good example is the packaging project named "Rag_Bag" designed by DDB Stockholm, a Swedish advertising agency. The garment outer bag designed for the clothing brand Uniforms for the Dedicated is made of natural biodegradable plastic, which is safe, non-toxic and environmentally friendly. At the same time, turning it over can turn it into a huge envelope for storing old clothes. Once the postmark is stamped, old clothes can be sent directly to the donor. The simple idea and design provide additional value for the secondary use of the packaging. The concept of green ecology and the permeation of charity and humanistic sentiment have played a very positive role in promoting the brand image. When the price of a product is equal to the quality of the product, environmental protection and reusability will be the determinants of consumers' desire to purchase. Therefore, the brand cannot underestimate the impact of this factor on its brand competitiveness and marketing strategy.

NO. 3 "Less is More" - SHOW ME THE GOODS

With the increase of consumer's self-consumption and health awareness, the specificization of commodity information has become the focus of attention when consumers purchase goods. However, the design is complicated and fancy, and the product packaging and label design with chaos of information labeling greatly reduce consumers' consumer experience. According to Mintel's survey, 58% of UK consumers will look at raw materials and composition information when they buy goods, and 76% will pay attention to the addition of artificial preservatives. Marking too much useless or false information can interfere with consumer judgment and affect purchasing desires. Therefore, the transparent packaging that allows consumers to clearly see the status of the product and the clean and concise key information clearly labeled labels can win the favor and trust of consumers.

NO. 4 packaging design and mobile equipment combination (PACKAGING MOBIL-UTION)

In recent years, with the rapid development of mobile technology, the packaging industry has followed the development of science and technology and unprecedented changes have taken place. The involvement of modern technologies such as digital mobile phones has made product packaging design more convenient and efficient by relying on people's daily mobile phones that communicate with people in brand communication and brand promotion, and has also greatly enhanced the intimate interaction between brands and consumers.

For example, Johnnie Walker, the world's largest whisky brand, released a brand new wine bottle package that incorporates new technology for their Blue Lable Whisky last year. The bottle is equipped with a label with NFC (Near Field Communication Technology Sensor). All the detailed information about whiskey can be obtained by the mobile phone near the bottle body.

NO.5 PHENOMENAL FLEXIBLES

According to a survey by Mintel in 2015, 32% of consumers regard plastic flexible plastic packaging as a modern fashionable packaging symbol. However, how to solve the problem of "different packaging era" brand image differentiation and identification is the next major brand and packaging industry to solve key problems.

NO.6 Diversification of Dimension Matter and Situation (SIZE MATTERS)

The design dimension of packaging has placed greater emphasis on catering to consumers' consumer needs and habits, and has made adjustments based on usage scenarios flexibly. This has become a new trend in packaging design. According to research, 39% of British consumers are more inclined to accept vials of alcoholic beverages, and 50% of snacks that focus on the concept of green health will choose pouch packaging as a tasting device when launching new products. Therefore, Mintel proposed: The new packaging design specifications will be more open and more diversified, not only should provide a variety of different consumer packaging experience to consider the different size packaging solutions, but also should be placed in place for consumers to consider the packaging size Conformity with the convenience of use scene and comfort.

Of course, innovation has always been a double-edged sword. Changes may bring huge criticisms and negative influences to the brand, and may result in a higher brand recognition and success for the successful market response. There are even more uncertainties. Whether the success or failure is good or bad should wait for the test of the market and the test of time.