Based on interviews with three packaging experts, these five key packaging design trends stood out regarding the impact they could have on the industry in 2019.
A New Sustainability Focus
The environmental impact of packaging has been a major topic of conversation for decades, but has so often solely centered on recyclability. In 2019, keep an eye on how sustainability is framed, and the ways converters, brands and retailers can extend the conversation. According to David Luttenberger of Mintel, much of the backlash against packaging — particularly plastic packaging — in 2018, was misleading. “So many of the claims were so outlandish,” he says. “They didn’t do anything to educate the consumer, but they did a lot to scare and misinform the consumer. I believe in 2019, we’re going to begin to see brands use on-pack communication to talk more simply and more succinctly to consumers about what is compostable and what is the definition of plastic free?” He adds that Mintel is suggesting brands take a “plastic responsible” approach to packaging by using plastic in an environmentally responsible manner, and educating consumers about proper plastic reuse and disposal.
Packaging Illustrated
Illustrations, rather than photographs, are projected to be prevalent on packaging this year.
Print technology has become so advanced that photographs of consumer products can be pristinely replicated on packaging. But, according to multiple experts, consumers can expect to see an increasing number of product and ingredient illustrations on packaging this year. Taylor Getler of Works Design Group explains that the use of illustrations gives brands freedom to utilize graphics to speak to specific consumer lifestyles. Luttenberger meanwhile, explains that illustrations can give off the appearance of a natural, wholesome product. read the rest here