Challenger brands, which set themselves apart with an intent to bring change to an industry, are driving massive change across the fast-moving consumer goods industry. At the same time, in order to grow their sales these brands are bridging the gap between selling exclusively online and building an in-store presence.
Packaging has always been a means of communicating a brand’s value proposition — who your product is for and why it’s better and different than anything else on the market today. But in today’s increasingly competitive consumer product landscape, the critical need to stand out is inspiring marketers to push the boundaries of design in new and unexpected ways. Based on what we’re seeing from design projects on our global platform, here are five new trends that will dominate packaging design in 2020 and beyond.
From a branding perspective, especially brand naming, Cheerios is brilliant. It’s a suggestive name that gives you a hint of what you’re about to experience: cheery Os. The funny part is that wasn’t the original name.
The post-purchase experience is an area that is often neglected in ecommerce. Branded packaging is more costly than using stock shipping boxes. So many ecommerce businesses feel that it’s simply not worth the investment.
CPG brands can be promoted in dozens of ways. Brands even have the option of putting a sandwich board on a dog that is walked around the city. Fortunately, all of the ways to communicate with your target market can be categorized into five main channels called the “Promotional Mix.”
The global e-commerce packaging marketing is projected to see a compound annual growth rate of 11.3% through 2023, cites The Freedonia Group. Apparel and accessories alone took 18% of the market in 2018.
When brands are considering a new design, one question to answer is: Why? Is it for a more modern look, such as digital printing or other special graphics effects? Is it to revise the text placement? Change colors for an entire product line? Change to sustainable materials or another pack container?
Diadeis is launching the first conference about packaging artwork. It will be an intimate and interactive event, a one-day track devoted to understanding and sharing strategies and insights with a focus on improving the packaging value chain.
In this issue of Packaging Strategies we have the annual Packaging Outlook, covering flexible and rigid plastics, glass, metal cans, paperboard and corrugated, as well as packaging machinery & automation and packaging design. Also covered is the trend of less is more in beverage branding, how dispensers can make or break a brand experience, one conveying company that’s setting the bar in vertical farming, a dairy manufacturer that moved to plant-based products and more. Enjoy!