Retail merchandising is constantly evolving in nearly every industry, where technology, changing opinions, and new sales channels influence how producers design the packages which secure and promote their products. For entrepreneurs and businesses looking for new ways to bring consumer attention to their brand or product, it is important to pay attention to packaging trends developing not only in their field, but in every industry.
While some packages only make sense for the brands that they are built around, (I’m looking at you NYC spaghetti) the ideas and direction behind those packages should help to fuel innovation in going forward with your own design. Take a look at these 3 examples of packaging trends that are selling right now.
Everyone is the star of their own story. That’s the reason that personalized packaging works so well. Marketing your product to specific people or geographic areas makes consumers feel an instant connection to your product in the same way that people who are from the same place often feel a sense of camaraderie even if they’re meeting for the first time. The decreasing cost of digital printing has made this a viable strategy for nearly any size business, but the most notable brand to use this strategy was Coca-Cola with their “share a Coke” campaign. Since then other brands have followed Coke’s lead and carried out the strategy with great success.
Well, products are not literally the packaging, but the flood of recent package designs which re-signify what the product is are certainly conveying that message. A direct way to tell consumers “This is what you’re buying”,packages such as beehive honey squares showcase how a creative but simple approach to your product can grab consumer attention.
Technology is changing very quickly, and manufacturers are finding more and more ways to integrate their packages with attention grabbing effects. Take for example the new Heineken Ignite bottle, which uses LED’s, micro sensors, and wireless networking technology to react to the user. When you open the bottle up, a beam of light shoots out, telling everyone around that you are drinking a Heineken. What’s more, the bottle activates all kinds of lighting effects when you clink bottles with a friend. While this isn’t the most practical packaging, especially for something like a beverage, as it becomes easier to integrate technology with packaging seamlessly, expect producers to follow suit, and use interactive packaging as platform to promote their brands.
What does this mean for your business? To take advantage of packaging trends as they develop, make sure you’re paying attention both in-store and online. Collaborate with your employees to come up with packaging that appeals to your target demographic but is still appealing to other potential customers. When it comes to packaging, changing too often is a dangerous game that can create a disconnect between your consumers and your product image. Carefully consider how you want to roll-out new packaging, and make sure that your customers know about the change. With a little time and a lot of creativity, your product can have the packaging that sets industry trends instead of following them.
As the retail landscape continues to evolve, it’s more important than ever to stay on top of the latest trends and challenges. Download our report today to see how more than 160+ CG executives and field leaders are strategizing for 2024.
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