From materials, to design, to form factor, and technology, here are six retail packaging trends to keep an eye out for this year.
Written by Jill DiNicolantonio
Packaging has always served as an effective means for communicating a brand’s value proposition. In today’s competitive retail market, the need to stand out on the shelf is more critical than ever, driving brand marketers to push the boundaries of packaging design in new and innovative ways. Here are 6 retail packaging trends to keep an eye out for this year.
Customization
With influencer marketing set to grow more than 12% in 2022, packaging matters more for brands than ever. There's nothing quite like an impressive unboxing moment to tap into the psyche of the influencer audience to drive sales.
Add in the power of personalization via digital printing, and brands have the opportunity to create truly unique unboxing moments that deepen connection and strengthen brand loyalty.
Connected Packaging
A subset of intelligent packaging, connected packaging brings technology into the packaging design. By adding an interactive element like a QR code or NFT to the purchasing process, brands are turning to mobile to encourage consumer engagement. Transforming primary packaging into augmented experiences and digital games, brands are seeking to not only connect with a generation consumed by technology, but also create a more memorable consumer-brand experience.
With the pandemic resurrecting the QR code, its ubiquity makes connected packaging an easy element for brands to incorporate into retail packaging design.
Nostalgic Design
Given the uncertainty we find ourselves in consumers and brands alike are finding comfort in all things nostalgic. From classic toys, foods and television shows, consumers can’t seem to get enough of those vintage vibes. Retro packaging has been on the rise for a few years, most notably in the food and beverage category.
Whether it’s a reboot of a classic like Mr. Bubbles, or a new brand inspired by a nostalgic aesthetic, we expect to see more of this retail packaging trend emerge.
Use of Organic Materials
With an estimated 8 million metric tons of plastic ending up the ocean each year, brands are quickly turning their attention to more organic packaging materials. Paper manufacturers have long been developing alternatives to wood-based fibers. We will continue to see packaging papers made from alternative fibers like hemp, sugarcane, cotton, straw, kenaf, and more.
In addition, new organic packaging materials will grow as global brands lead the charge, replacing plastic with innovative materials. Using organic materials in retail packaging gives brands the opportunity to walk the talk when it comes to sustainability. With the climate crisis at hand, the use of organic materials is more a need than a trend. However, studies show it's this kind of transparency that influences the purchasing decisions of the coveted millennial buyer.
Sense of Serenity
With the growing need to control stress and anxiety, brands are tapping into our collective yearning for serenity. By employing thoughtful use of color, form factor, and texture to retail packaging design, brands can bring a sense of calm and ease to consumer decision-making. And whether it's in-store or online, serenity is something consumers are craving more of at this time.
Incorporating Storytelling
Did you know that 81% of consumers are driven by emotion to make a purchase? Storytelling is a fundamental human experience that unites people and drives stronger, deeper connections. By creating packaging that tells a compelling story, brands create an emotional connection with the customer and build loyalty.
Storytelling really took off during the pandemic as brands looked for creative ways to tap into our emotions and connect to consumers. We expect to see this trend continue throughout the year.
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