Is your product packaging ready for 2021?
With so much going on in the world this year, it would be easy to let packaging design slip your mind.
But, that’s not a trap you can afford to fall into. After all, as we explained in our look at design trends for 2020,
You may have an awesome product. But, it’s your packaging that does the selling.
Your product packaging is on the front line of every product sale. Potential customers often see and touch your packaging well before they ever get to interact with the product itself.
And so, every year we forecast the major design trends in creative packaging design so that businesses can ensure their ecommerce packaging remains relevant and aligned with what consumers want.
In fact, we believe that product packaging design trends this year are more important than ever before.
The Covid-19 pandemic has had a huge impact on packaging design and the packaging industry. And, your packaging is not just a selling tool that helps you build a strong brand identity for your business.
While packaging has always played a protective role, products today need additional protection from frequent shipping; and many consumers view packaging as an important barrier between your product and the virus.
It’s time to take stock.
- What are the packaging design trends in 2021?
- How is your packaging performing?
- What’s new in the world of packaging design?
- And, what updates does your packaging need to stay relevant and grow sales?
So, let’s examine what 2021 holds for packaging design and look at each design trend we believe will influence product packaging in 2021.
The biggest packaging design trends for 2021:
1. More protective packaging
Overall demand for protective packaging has increased.
As a result of flatten-the-curve measures, 2020 has seen a vast increase in e-commerce orders. Carry-out meals are more prevalent than ever before. And, grocery delivery is thriving.
More items are being shipped, overall. And shoppers value packaging that protects their purchases from the elements and possible viral exposure.
This is a positive design trend, whether you’re selling subscription boxes or regular products at retail or through ecommerce.
Leading into 2021, businesses should prioritize ecommerce packaging designs that are sturdy enough to survive prolonged shipping and that cover as much of the physical product as possible.
- Is your current packaging sturdy enough to hold up to additional shipping?
- Does your current packaging leave parts of your product exposed to the elements? (this could happen, for example, if you have cut outs in your product packaging)
If you answered “yes” to either of these questions, consider updating your packaging asap.
2. Porous packaging materials
Practical function is always a top consideration for packaging design – that’s not a new design trend.
However, there’s a new practical factor to be considered – ease of viral transmission.
The National Institutes of Health study that has become the primary guideline for how long the SARS-CoV-2 virus can survive on various surfaces states that the virus can survive, “…up to 24 hours on cardboard and up to two to three days on plastic….”
In fact, porous surfaces (like cardboard or Mycelium mushroom packaging) seem to be less hospitable to the virus than non-porous surfaces in general.
Socially-conscious businesses are taking note.
Favoring porous packaging whenever possible can help to minimize the coronavirus’ ability to live on their packaging – further reducing the chance that their packaging could allow the virus to travel and spread.
This is why this trend is so powerful and poised to take center stage. 2021 will find many businesses favoring porous packaging materials whenever possible.
Can your product be safely packaged in a porous packaging material? If the answer is yes and you’re currently using plastic packaging, now is the time to make the switch.
WHICH PACKAGING IS BEST?
3. Reassuring copy
The most effective packaging design resonates with potential customers where they are at that moment.
And, many shoppers today find their default state to be stressed, anxious, or depressed.
As we previously shared:
Both anxiety and depression have risen significantly in the wake of the pandemic. In fact, occurrences of anxiety symptoms in 2020 have approximately tripled compared to those reported during the same time period in 2019.
With virus cases at historically high levels leading into 2021, it doesn’t look like stress or anxiety are likely to go away anytime soon. This is why businesses are using their packaging copy to reassure consumers, allay fears, and create more relevant brand messaging.
Smart marketers and business owners know that if a business can solve consumer problems and be a source of calm instead of stress, that business will earn customer loyalty. This is the reason smart companies leverage marketing psychology, including emotional marketing, to promote their products and services.
In fact, we’re seeing a similar design trend in 2021 logo design trends, with logo designers incorporating softer colors and reducing the use of black and white when designing brand identity for clients.
Assess your current packaging copy. What changes can you make to provide consumers with some peace of mind while telling your brand story?
4. Sustainable packaging
The buying public wants environmentally-friendly packaging.
This has been true for quite some time. But, the environmental need has become even more urgent in 2021.
As Dave Ford explains for Scientific American:
Combine the breakdown of the recycling infrastructure in the West and in the developing world with the COVID-19-related explosion of single-use plastic, and you have a plastic tsunami gaining strength in our oceans.
This is a good packaging trend because consumers are aware of this urgency and packaging designers are eager to implement sustainable packaging design. A 2020 study by Trivium reports that 74% of consumers are willing to pay more for sustainable packaging.
Smart businesses will invest in sustainable packaging in 2021.
5. Clear typography
People today want to get in and out of stores quickly.
Quick shopping has always been convenient.
But, now it’s safer, too. The less time people spend inside of stores with other shoppers, the better their chances are to avoid exposure to Covid-19.
So, in 2021, packaging design is on a trajectory to facilitate quick, easy shopping.
Graphic design is an important design element and can help solve this challenge and facilitate rand recognition.
Clear typography is easier to read from a distance, especially when combined with complementary color palettes and other design elements that help make the copy easy to read. This, combined with bold colors, helps package design catch shoppers’ eyes, be identified as an item they need, and subsequently to be purchased.
Fonts that are difficult to read require more effort for people to identify. Avoid hard-to-read typography if your product is purchased in stores. Otherwise, it may stay on the shelf.
And, when typography takes center stage, you can often give consumers a sneak peek at the products inside the packaging. This also helps to reassure them.
Take a look at your current package design. Are the fonts easy-to-read both up-close and from a distance? If not, it’s time to choose new, clearer typography.
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6. Personalized packaging
At a time when so much in the world is disconnected and impersonal, package design has unexpectedly helped to unite us all.
Ecommerce and food delivery have become vital resources for keeping people connected and society functioning.
Packaging and package graphics allow businesses to communicate about their product and brand and help customers experience that product and brand – even if they’re sheltering at home.
The natural next step to enhance customer experience is to create personalized packaging for a unique unboxing experience that helps people feel like they’re getting a royal treatment.
In 2021, tactics like including customers’ names in the packaging design and selecting imagery or messaging targeted to a specific customer’s interests, will be a powerful way to create a connection and build customer loyalty.
Can you segment your customers into identifiable groups with specific interests? If so, consider how this packaging trend can help you look forward and develop a targeted unboxing experience for each customer segment in 2021.
7. No assumptions
In 2020 shoppers found it hard to locate their usual brands on store shelves.
When brand loyalty competes with survival instincts, brand loyalty and brand awareness both lose.
This means that even loyal customers became free agents – willing to try new brands out of sheer necessity.
Heading into 2021, as the pandemic continues to impact the shipping and fulfillment infrastructure, shoppers will continue to try new brands in unprecedented numbers.
To capitalize on this prime opportunity, your packaging design will need to capture shoppers’ attention and make it instantly clear what sort of product will be found inside.
If you want to capture new customers, now is not the time for mystery, ambiguity, or assumptions. Instead, it’s the time for crystal-clear communication about your product and your brand.
Review your current packaging design. Is it clear to someone who doesn’t know anything about your brand what your brand stands for? Is it easy to tell exactly what product is inside even if they’ve never seen it before? Look at your packaging with a beginner’s eyes. Then make any necessary changes to make your brand and product messaging crystal clear.
Don’t forget your brand
Developing a good strategy for product packaging design when you’re starting a business (or rebranding an existing business or just improving the product packaging) is tricky. There’s a lot of competition and, as we pointed out, consumer buying patterns have changed significantly.
But, if you really want to differentiate your business, make sure the 2021 packaging design trends you follow represent your brand in an authentic way.
After all, authenticity is important – it’s a key factor all investors and lenders evaluate when reviewing your business plan, and it’s a key driver to help you connect with your target audience.
For example, if the products you sell are not sustainable, it will be tough for you to gain credibility and tell a sustainability story only through product packaging.
On the other hand, if you sell highly personalized products, personalized packaging will further differentiate you from competitors.
Great packaging design is the gift that keeps on giving
People aren’t getting a lot of face-time right now. And, we can’t be sure exactly how long that will last.
This makes packaging design even more vital to your business than ever before.
It’s your brand ambassador and the shield that protects your product as it travels to your customer.
Taking the time to get your packaging design right will increase your sales and build customer loyalty in the year to come. So, take the time to honestly assess if your current packaging is up to par.
If it’s not, let these trends guide you in 2021.
Want a closer look at all design trends for 2021?
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