Packaging designs shift to feature qualities that are non-representative
Implications - Seeking to surprise and delight consumers, brands are turning to nonrepresentative packaging to add a little surprise to the product experience. Moving away from designs that speak to the ingredients, makeup or history of the product itself, brands are taking inspirations from categories completely outside their space for visual intrigue. From décor-inspired beverage bottles to those that are representative of outdoor materials, these examples showcase a desire to not only delight consumers, but a willingness from brands to take more risks.
Workshop Question - What features could you take from adjacent industries to add an element of excitement to your brand and products?
Trend Themes
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Non-representative Packaging — Brands are showcasing packaging that is inspired by categories completely outside their space for visual intrigue.
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Interactive Packaging — Brands are launching dynamic packaging designs that encourage interactivity through music, effort to open, etc.
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Sustainable Packaging — Agencies approach packaging from a sustainability standpoint to offer a design that may be repurposed even after emptying the product.
Industry Implications
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Food and Beverage Industry — The industry is launching dynamic packaging designs that encourage interactivity through music and nonrepresentative packaging.
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Manufacturing Industry — The industry is seeing a growing trend in sustainable packaging with a focus on repurposing packaging to minimize waste.
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Design Industry — Brands are pushing the limits of design in nonrepresentative and interactive packaging, creating packaging that goes beyond just product representation.
