Top Packaging Trends for 2018

2018 presents fresh challenges for businesses seeking to package their products to appeal to an ever evolving and more discerning consumer. Here are our thoughts for the year ahead.

Customers are increasingly appreciative of minimalist design, especially when it makes the receipt of their package easy and exciting. Important information, branding or other space-consuming details don’t always need to be displayed externally when there are other subtle signs to explain what the package is; it’s about striking a fine balance between providing enough information, without alienating and overwhelming customers.

Packaging that’s oversized can mean more empty space and more packing materials required to cushion it in order to minimise damage. Furthermore, with an ever-growing drive for more sustainable packaging and easily recyclable materials, reducing used resources can demonstrate environmental mindfulness. The environmental benefits are also derived at the transport stage, where lighter packages will consume less fuel.

In Mintel’s 2018 European Consumer Trends report, 72% of the British public said they would be more interested in products with packaging made from recycled plastics and 79% believed that there should be greater incentives for recycled plastic packaging.

Style and Substance

Trying to create packaging which is highly functional and will be easily stored and transported is paramount and highly pragmatic, but the most forward-thinking brands are also considering the possibility that bespoke, exciting packaging can become digital media in their own right – serving to spread a brand’s unique message, selling-points and ethos.

One great example of a brand leading in this field last year was Nike, reimagining their flagship Air trainers, by packaging them in an airtight plastic bag, giving them the appearance of floating inside their packaging – a great example of innovation with readily available materials. No matter what your product is, it should represent your business on first impression.

While 2017 saw custom, irregular and often calligraphic lettering become popular, use of bold typography is increasingly being employed in 2018 to give multiple benefits – making your written content very easy to read, while conveying a confident, open aesthetic.

Past years have seen a trend toward more muted colours, but now as we head into 2018, there is increasing evidence of the growing use of brighter gradients, rainbow patterns and other expressions of vivid, impactful colour being incorporated into packaging.

Visually attention-grabbing packaging can prove its value instantly. A great example of hybridisation between these two trends, old and new, is Morrison’s redesigned own-brand tea bags – maintaining a hand drawn font but making the product name and elements which convey ideas and feelings very bold and colourful.

Ecommerce

Ecommerce continues to be an extremely fast-growing sector of the economy, even while consumers remain cautious about their disposable income. In 2018 ecommerce is estimated to encompass a fifth of the entire UK retail market for the first time according to Emarketer’s 2018 forecasts. Naturally this will drive an increased demand for packaging that’s simple to open, easy to return and recyclable.

In summary, packaging trends in 2018 to consider:

• Use your packaging as an asset. Can you create something truly unique and special that your customer will value as an experience in itself?
• Minimalist design. How can you save resources and streamline the customer experience through your packaging?
• Retailers are growing ever mindful of environmental impact at every stage. Taking proactive steps for your business to have a minimal effect on the environment may not only be good for our planet, but give you competitive leverage in the marketplace.
• Use of bold, clear fonts and visually stunning design elements in your packaging to get your brand across in a truly easy to understand and legible soundbite. How is your business currently conveying the most important parts of your brand effortlessly through your packaging?
• Be ready to capitalise on on-going ecommerce growth. 2018 can be the year you can cost effectively up your game and leverage packaging to offer a truly fantastic customer experience end to end.

Explore our range of products at Macfarlane Packaging Online, check out our affordable Brand-It bespoke packaging tool and discover how we can help you address these considerations.