# Opposing Aesthetic Packaging designs shift to feature qualities that are non-representative. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 4, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/opposing-aesthetic ## Key Figures - Trend score: 3.8/10 - Evidence articles: 3 ## What is the Opposing Aesthetic trend? **Opposing Aesthetic:** 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. ## At a Glance - Evidence: 3 featured examples - Articles from: Nov 3, 2017 to Mar 15, 2018 - Published: May 4, 2018 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Opposing Aesthetic trend ### Non-representative Packaging Brands are showcasing packaging that is inspired by categories completely outside their space for visual intrigue. ### Interactive Packaging Brands are launching dynamic packaging designs that encourage interactivity through music, effort to open, etc. ### Sustainable Packaging Agencies approach packaging from a sustainability standpoint to offer a design that may be repurposed even after emptying the product. ## What the Opposing Aesthetic trend means for industry ### For Food and Beverage Industry The industry is launching dynamic packaging designs that encourage interactivity through music and nonrepresentative packaging. ### For Manufacturing Industry The industry is seeing a growing trend in sustainable packaging with a focus on repurposing packaging to minimize waste. ### For Design Industry Brands are pushing the limits of design in nonrepresentative and interactive packaging, creating packaging that goes beyond just product representation. ## Workshop question What features could you take from adjacent industries to add an element of excitement to your brand and products? ## Trend signals for Opposing Aesthetic Trend score 3.8 out of 10, from popularity 41%, activity 65%, freshness 8%. - Popularity: 41% - Activity: 65% - Freshness: 8% ## Examples of the Opposing Aesthetic trend 3 featured examples from Nov 3, 2017 to Mar 15, 2018. - [Boombox Bottle Packaging](https://www.trendhunter.com/trends/rum-bottle-packaging): Bacardi's Rum Bottle Packaging Doubles as a 'Real Music Speaker' (Category: Marketing) Implication: Other brands in the food and beverage space can use music-related packaging designs to differentiate their product and create additional value for customers. - [Excavation-Inspired Oil Packages](https://www.trendhunter.com/trends/bottle-of-olive-oil): El Tresor's Packaging Unearths a Precious Bottle of Olive Oil (Category: Lifestyle) Implication: Exploring innovative packaging designs within the food and beverage industry to enhance consumer experience and differentiate products from competitors. - [Vase-Like Liquor Bottles](https://www.trendhunter.com/trends/liquor-bottles): WuDu Liquor's Packaging Was Designed to Be Cleverly Repurposed After Use (Category: Eco) Implication: The unique design of WuDu Liquor's bottles presents disruptive innovation opportunities in the beverage packaging industry, particularly for sustainable and multi-functional packa… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)