8 Current Packaging Trends

Packaging design trends are rapidly evolving.

Are you trying to make sense of it all and still find ways to stand out from other brands?

In this blog, we break down the key current trends within the packaging industry.

1. Sustainability
 
It’s no secret that customer expectations are high when it comes to sustainability. Evidence of a brand’s commitment to environmental and ethical standards is expected and not seen as just an added bonus.

The standards for accountability are even higher with EPR regulations. The impact of these regulations on businesses has been notable over the last few years.

As a reminder, EPR stands for Extended Producer Responsibility, which holds producers responsible for the full life-cycle impacts of their packaging. The UK Government brought this environmental policy into force officially at the start of last year, and the regulations have been evolving since then.
 
So, what’s changed?

• Fee modulation - packaging which is hard to recycle costs producers more, whereas recyclable, reusable and refillable packaging costs producers less. Fee modulation serves as an incentive for brands to reassess their packaging design and materials.

 • The Recyclability Assessment Methodology (RAM), which is a framework used by the Government to grade packaging components, is being used to determine these fees.

 • Increasing data requirements – producers are being required to provide more precise information about the materials being used.
 
There is a more design-driven pricing structure and less flexibility, as RAM assessments have a clear financial impact.

A key event - from ambition to action

This year on Earth Day (April 22nd), the UK Packaging Pact was launched by WRAP (The Waste and Resources Action Programme). This voluntary agreement is the start of a 10-year programme which hopes to move towards a more circular system. This pact comes following the World Bank’s What a Waste (3.0) report, which detailed a projected 50% increase of global waste by 2050.

Businesses, including major retailers, government, and experts, attended to launch the pact. Over 100 organisations agreed on four goals:

1.       Optimise packaging

2.       Scale reuse and refill

3.       Support circular infrastructure

4.       Harmonise data

The pact hopes to bring together these different sectors to standardise and simplify data reporting, focus on increasing reusable and recyclable packaging and reducing single-use packaging, and find ways to get new investment for materials.

2. Health 

Just as brands are prioritising environmental protection, they are also focusing on using materials that do not harm your health and reducing those that could pose potential health risks.

Currently we are seeing a rise in biodegradable and natural materials being used in packaging, for example fibre pulp or mycelium (mushroom) packaging.

Natural polymers are giving the functionality of plastic, without the toxicity or microplastics.

Even regenerative design is being used, where materials in packaging can give back to the soil, providing nutrients, rather than giving out chemicals. 

Customers are choosing healthy options such as functional drinks or supplements more than ever, and part of why they may choose one brand over another is consistency. If the packaging is better for your health than an alternative, that would align with their values.

3. Lightweighting

What is lightweighting?

Lightweighting involves reducing the amount of material used resulting in lighter packaging, whilst aiming to keep the product’s strength and quality. 

Why is packaging becoming lighter?

Cost – many brands are using lighter packaging as it can reduce transportation and logistics costs and uses less raw materials. 

Sustainability – businesses can also reduce their environmental impact with redesigning their packaging. Often this can mean replacing heavier materials with lighter materials which are designed to function the same. Decreased raw material usage also means lower energy consumption, using less fuel during transportation has a positive environmental impact, and the lighter designs can correlate to less waste.

4. Smart packaging & technology

What is smart packaging?

Packaging which incorporates QR codes, bar codes or other interactive elements that customers can scan or engage with to find out more about the product or brand. It can even mean tags which allow brands to track their products through the supply chain. Smart packaging combines traditional packaging and digital technology.

Why are businesses using smart packaging?

Businesses are looking to keep up with technological advancements by using smart packaging as a way to engage with their customers more with loyalty schemes and promotional material and provide information on their brand for transparency, to showcase the values and people behind the brand, and to widen their reach.

Designing for social media

Through the use of social media, packaging has expanded to become both a digital and physical experience. Products are being designed with the customer who is a social media user in mind. Brands are asking; will this look good when it’s photographed? Or how do we stand out in an ‘unboxing’ video?

When discussing technology, the development of Artificial Intelligence (AI) can’t be ignored. AI is also being used as a tool to not only aid the development of smart features but to design packaging components.

5. Imperfections

Despite AI being used more and more, there is a backlash against the use of AI in packaging design. There is also a shift towards human-cantered design, including packaging with imperfections and obvious home-made qualities. Hand drawn or printed logos, designs and typography are appealing to customers with their sense of authenticity and creativity.

'Narrative-driven' packaging

Narrative driven packaging is being used as a marketing tool for brands to ensure customers have a memorable experience and understand the story behind the brand and products. Businesses are customising their packaging, so it takes the consumer through a story which matches their values.

6. Minimalism vs maximalism

Businesses are using both minimalism and maximalism in their packaging, depending on their goals.

Minimalism, meaning simple, clean designs with natural or muted colours and use of space, is being used to convey sustainable and ethical values, to position a product as premium or high-quality, and to keep brand perception simple yet memorable. 

Maximalism involves using several bright colours or eye-catching fonts and graphics, often with lots of product information. This can often involve an artist showcase or an interesting design which is designed to make shoppers stop, double-take and pick up your product.

Brands are being unique and creative to stand out against competitors with bespoke designs using both maximalism and minimalism depending on brand identity and target audience. 

7. Premiumisation

Premiumisation, meaning adding perceived value to products, is being used throughout the packaging industry. Adding value with perception means customers are willing to pay a higher price. This can be shown in multiple ways including using quality materials, tactile finishes such as a matte material or embossing, and clever design which showcases the product’s value. Minimalistic, clean and simple packaging is being used to signify luxury.

8. Ergonomics and functionality

Ergonomic designs are being used to ensure products are accessible to all customers and to provide a smooth experience. This includes features which make products easy to open, hold and use. Particularly in the health and beauty industry, cosmetic products are being designed for ease of use with intuitive packaging. This can be an effective method for increasing brand loyalty and perceived value.

Overall, the packaging industry is evolving by focusing on the environment, with goals to move towards transparency and reduce unnecessary materials where possible. EPR regulations and customer preferences mean brands must re-think their packaging, with lightweighting, technology and ergonomics in mind. Minimalism and maximalism are both being used as methods to grab and keep the attention of the customer, including premiumisation, narrative-driven and human-centred packaging. Health is also a key focus for brands, with an increase in natural materials.

If you're not sure where to take your packaging next, contact our team who will be happy to offer advice.