As an instrument of product sales, packaging must always be evolving. Because to have a successful product, brands must keep up with or stay ahead of the latest consumer trends. From a growth in ecommerce to an increased concern with sustainability, here are patterns in consumer behavior that influence today’s top packaging designs and developments.
1. Sustainable and natural products.
Now more than ever, consumers are trying to be more eco-conscious, and that extends to the products they use. Consumers seek products that do minimal damage to the environment. Sustainability is a driving factor in all purchase decisions, with 68% of internet users now reporting that sustainability played a significant part in deciding which product to buy.
Consumers don’t just want to see a sustainable product; they need to see a well-rounded concept that incorporates sustainability into every component. This includes packaging. For any product, but especially for sustainable products, it’s vital to cut packaging waste and use less material. Once you’ve done that, then think about using post-consumer waste paper, biodegradable materials, or other recyclable materials to guarantee a well-rounded eco-friendly package.
This is one of the reasons paperboard packaging has grown to be a common choice in the packaging industry. It’s dependable and versatile to house various products. Brands see paperboard packaging as a great substitute when wanting to cut out plastic or other sustainably suspect packaging materials.
2. Minimalistic designs.
Minimalism has been on the rise for a few years now. Customers are attracted to clean, fresh looks. They like packaging that isn’t flashy and instead focuses on showcasing the product. Minimalism also aligns well with the sustainability trend. Less packaging waste will result in an overall less busy and minimalistic look, so expect this trend to continue to dominate throughout 2020.
3. Smart and personalized.
With the help of innovative technological advancements, products are becoming more and more savvy and personalized. From a personal shampoo formula to tech-driven hairbrushes that tell you when your hair is breaking, technology is transforming all products into personal experiences.
So, when packaging these personalized smart products, how do you communicate everything unique about your product before the customer actually tries it? One way you can give customers the freedom to interact with your product beforehand is by incorporating windows into your packaging. This will allow the consumer to get insight into your product before a purchase.
Technology continues to play a role in every aspect of consumers’ lives. Incorporating an interactive online experience or quick-response (QR) codes into packaging will be a vehicle for brands to educate consumers, create a more personalized experience, and deliver information in a convenient manner.
5. Fun and experiential.
Unique structures, tactile features, and decorative elements are a vehicle for getting attention and becoming the center of social media and marketing campaigns. Today’s brands are incorporating elements that create a multi-sensorial experience to drive home a message and create excitement among consumers worth to be shared with friends and on social platforms.
Competition is endless, and one way to guarantee your brand stands out is through connecting with your customers emotionally. Sometimes, it’s just not enough to have sustainable or minimalistic packaging. You have to go the extra mile and create a story with your packaging — and this starts with the unboxing experience.
Write a story by incorporating your brand values into the unboxing experience. Incorporate elements that showcase your brand’s values and mission throughout the primary and secondary packaging. The unboxing experience is the first time a customer will physically interact with your product, so it’s important to connect from the very first impression.
7. Subscription convenience.
Subscription boxes have ruled the market for the past couple of years, and they’re not going anywhere this year. Nowadays, there’s a subscription box for everything, from beauty products to hot sauces.
Packaging has always been an essential part of subscription boxes. It’s the first thing your customer sees, so it must make a good impression. Make sure your brand is represented on your packaging in a way that your customers will appreciate. Incorporate brand colors and elements that align with your overall mission.
2020 will bring these consumer trends and more to the packaging industry. These strong trends are taking over the packaging industry, so to attract consumers, it’s time to start incorporating them if you haven’t already. Start leveraging the endless potential by using them to direct your packaging development!