How to meet 2021 fully armed? To make an actual design for a new product or to modify existing packaging, we suggest paying attention to the trends in packaging design in 2021.
LARGE FAT PRINTING
If you are faced with the task of increasing brand awareness, then the brand name itself can become a striking element of the package. Bold styles, and contrasting colors — this is what catches the eye on the shelf and draws attention to the product on the counter. They are especially good for categories where there are many SKUs and each one needs to be highlighted while remaining in the same style. For example, different types of cosmetics or different types of vitamins.
GEOMETRIC FORMS. SIMPLIFIED GEOMETRY
We all remember the trends for minimalism, but now it becomes even more interesting to work with simple forms. Packaging design trends in 2021 show that even the most simple elements can create something unique and complex. Geometric shapes have been used in painting since the beginning of the last century. Now in 2021, designers are ready to rethink these design tricks. Posters, prints, packaging, or corporate identity — geometry will look equally good on all types of communication. Even from the packaging of cookies, you can make an unusual art object with just a few simple elements, as Xiaomi did when celebrating mid-spring in China.
THE TREND OF ENVIRONMENTALLY SAFE DESIGN
2020 was a difficult year for all of us, including nature. Therefore, the trend towards sustainability and awareness both in consumption and in the production of packaging is more relevant than ever. Technologies in this direction have made great strides forward. Today, we can make a product not only from such already widespread materials as cardboard or bioplastic, but also take a closer look at more innovative ones — corn, potatoes, and mushrooms. The latter also retains fewer bacteria than conventional plastic. Such production will not only distinguish you from competitors but also can win the hearts of customers for whom the position of brands on many important issues is important. You may want to reconsider your packaging for the safety of the environment. For example, what if instead of regular plastic, you only use one sheet of paper? What if this one sheet of paper can be used to create convenient and attractive fruit packaging?
It is better to see it once. If you have something to say, say it with the help of illustration! For organic tea, you can show the places where the plants were harvested. For a healthy snack or coffee drink, you can depict funny consumption situations in which the consumer becomes the protagonist. Create your world around the product and invite the customer to immerse themselves in its atmosphere. He will remain grateful for such an experience. Advice from the agency Moloko: pay special attention to the choice of graphics, because it is they that reflect the values and essence of the brand.
UNIQUE PRODUCT STORY
Packaging is an important element of communication with the consumer. It is a sin not to use it to the maximum. You can tell customers the story of a product or create completely fabulous storytelling as the Lighthouse Brewing Company did. It is a beer brewer that was founded in 1998 and was one of the first to pioneer the craft beer movement. After many years of the brand’s existence, it is time to renew itself and win over a young audience. Narrative illustrations were created for each bottle, combining nautical motives and fantasy. Anything can work to create a unique experience when interacting with a product — from the imagery on the packaging to the font, material, size, and shape.
Interactive packaging continues the trends in packaging design in 2021. New experiences are what is important and relevant in our time. Smart Packaging enables customers to interact with a product, creating new experiences. From QR codes to augmented reality, these are just a few ideas for smart packaging. You can keep track of new technologies, smartphones, and applications development and how they can be used together with your product. Using augmented reality, you can give more information about the production of a product, as Jack Daniel’s did. You can embed games to entertain your little consumers, which juice maker Ribena decided to try. Also, you can become even more useful to the client during consumption. So, Heinz packaging showed recipes using AR technology.
FINE ARTS AS PART OF THE PACKAGING
In 2021, the line between packaging design and visual arts may completely disappear. This trend is mostly gaining traction with premium products, but the mass market is no exception. Go to the gallery for inspiration, and don’t be afraid to integrate art into your designs or make them the center of attention. Even the most common object, like a bottle of wine, becomes a real art object if you add manuscripts to the design.
TECHNICAL / ANATOMICAL INK DRAWINGS
In 2021, we may walk between the store shelves as if along the corridors of a museum. Along with bold geometry and tactile textures, you can see anatomical illustrations or engineering drawings that will adorn your favorite products shortly. In this section, we will share our latest John Dory case, where marine life appeared on the packaging of frozen products using this technique.
GENUINE VINTAGE / OLD CULTURE
Today it is no longer enough to simply add a few retro details to a design. But on the other hand, the trend will be the packaging of products that seemed to have been waiting for you for several centuries. This feeling is expressed in everything: in design, packaging materials, shape, logo, and choice of images. Anything that can completely transfer us to the past. Take a closer look at the materials, in the forms; do not be afraid to recreate objects of that time. This will not only attract attention, but it can also affect sales. For example, Williams-Sonoma’s vintage Christmas cookie box helps the brand ranks on the top-selling list at the end of the year.
3D PRINTER TECHNOLOGIES
The wildest fantasies about the shape of packaging are now easily realized thanks to the 3D printer revolution. The high price of such packaging compared to a classic box may stop many. This method is most often used to create prototypes and when launching a limited line, which can be timed to coincide with some event in the life of the brand.
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