The Major Packaging Trends in 2014

Even though every angle of marketing seems
to be turning towards the digital, packaging still plays a very important role
in brand communication. Whether products are bought in store or online, they
will always require packaging. And this part of the mix is still a strong
player in shaping ideas about a brand, setting brands apart from competitors
and persuading consumers to purchase.

In fact, packaging is almost (if not
equally) as important as the product it contains. Even if the product is
excellent, it’s the packaging that creates the desirability around it. And with
just as much competition in packaging as there is in the products industry,
packaging styles are always on the change. Here are some of the major packaging
trends taking to the stage in 2014:

‘Environmentally friendly’ is still a hot
tactic being played by brands, so naturally, environmentally friendly packaging
is coming up trumps. When a brand embraces this ‘green’ movement, they present
a caring image which can help reduce consumer guilt and generate trust.
Examples of environmentally friendly packaging include the use of biodegradable
or recycled materials and minimal printing. Brands really latching on are also
limiting their colour pallets to natural browns and greens.

In line with the environmentally friendly
packaging tactic is the multi-use trend. Product packaging that can be used more
than once helps the consumer to feel less guilt about making the purchase.
Plus, multi-purpose packaging adds the ‘bonus’ factor to a product. This can be
instrumental to sales as the packaging offers something extra than that of the
brand’s competitors. Examples of multi-use packaging include refillable coffee
jars, collectible drinks bottles and reusable cookie tins.

If brands aren’t going down the
multi-purpose route then the chances are they’re focusing on packaging
functionality. Highly functional packaging goes beyond its expectations by
helping to solve problems for both the seller and the consumer. This type of
packaging includes packaging that’s easy to stack, can be easily interlocked or
that provides extra storage capacity. Consumers appreciate the benefits of easy
packaging.

The vintage style matte finish is taking
hold for a lot of new, unique products. And although it isn’t sleek and
polished, it retains a sophistication in that it isn’t tacky. This type of
packaging helps products to stand out from competitors which sport the typical
glossy surface. It also allows for much brighter colours to be used as they
appear less overpowering than if they were combined with a shine.

Minimalist design has been growing in
popularity in the digital design community for quite a while but now it’s
making its move into packaging. Simple black and white photography, basic
colour pallets and small amounts of text are all features popping up on
packaging in 2014. Many brands are also harnessing the power of matching their
packaging to their website design to ensure seamless branding across their
platforms.

And as minimalist designs are usually less
expensive to print, the benefits are great all round.

Author
Bio: This article was written by Hannah Richards
on behalf of UK leading corrugated packaging manufacturer: www.diamondpak.co.uk.  Diamondpak specialise in bespoke corrugated
packaging for postal packaging, point of sale display boxes and transit
packaging.