6 more emerging packaging design trends for 2019

by | Sep 13, 2018 | Creating Emotional Connection

Here is the second part of this 2 part article on the emerging packaging design trends for 2019. Here are 6 more emerging packaging design trends for 2019

Consumers recognise their growing bargaining capability

In the past decade the ongoing shift in the balance of power between consumers and brands has continued to lean heavily towards the consumer. As consumers recognise their growing bargaining ability, they will make greater demands of the brands they choose
to engage with.

Emerging Tend #7:  Storytelling 

From a very early age, most of us have lived in and around stories. we have delighted in listening to storytellers and reading story books. Stories are vitally important for both individuals and brands. Just look up for a quick moment and notice something around you that grabs your attention…No doubt there is likely a story attached to it.

Your packaging and brand have a story to tell.

This brand story can be told through a host of differing mediums. The story can be told through the words and messages on the pack, colours, patterns, shape, size and even the simplest of visual cues can paint a picture worth a thousand words.

Your product packaging is a primary touchpoint between a brand and it’s customer and today more and more astute brand marketers brands are using their packs to reach out to their consumers and create a conversation with them without speaking a word.

They are utilising their packs foster a closer with their target customers. These brand marketers are using their packaging to help weave catchy “shareable stories”.

Mothers are responsible for 80% of consumer spending.

The research shows that mothers are responsible for 80% of consumer spending. Yet,  63% of mum’s believe that, “brands” do not understand them.

Emotional connective stories told via your packaging can be used to humanise your brand and driving up sales growth.

  • What does your brand stand for?
  • What’s your vision for your brand and how you want to make your customers feel?
  • What features and benefits align with the problems your target audience is facing?

In a world where mothers feel so  many brands are out of touch with them and their needs, effective stories can communicate  alignment, telling mum, “we get you, we understand you and your needs

Effective design has the power to reinforce your brand story in ways that words alone simply can’t.

Emerging Tend # 7: More KISS 

Consider the ongoing trend of websites. They are “simply” getting simpler. Today’s mobile focused websites are getting easier to read and digest and a whole lot easier and quicker for your eyes to take in at a glance.

Expect this simplicity in current website trends to continue to cross boundaries into all graphical communication and especially packaging design.

Today’s messages are communicated with just 144 characters.

The challenge for brand marketers has always been how to create simplicity and get the essential information across with their target audience.

Today’s packaging design must convey the product messaging very clearly and succinctly.

Our lives are are typically cluttered and constant and we hanker for minimalism, for simplicity. We want stripped back clarity. KISS designs actually project  a bold sense of confidence.

True simplicity shows we have nothing to hide.

Today’s time poor consumer has a limited attention span, especially when grocery shopping. Thus, simpler packaging designs reach target consumers more effectively.

Simple cuts to the chase.

Emerging Tend # 8: Cause I believe

Todays consumers like to use their wallets to make an impact on a whole range of cause related issues. Cause marketing is a type of corporate social responsibility, where a company’s promotional campaign has a dual purpose of increasing profitability while bettering society. (Wikipedia) Whilst cause marketing has seen huge growth over the past few years, socially connected consumers along with distrust of ‘the man’ means that CAUSES will have even more impact moving forward as a marketing strategy.

Cone Cause Evolution is a research company that explores consumer attitudes and expectations of company support for social and environmental issues.

CCE studies show that even as cause marketing continues to grow, consumers are eager for more. Consumers want MORE of the products, services and retailers they use to support causes.

According to Katrina McCarter, Founder & CEO, Marketing to Mums, 92% of Mums want to buy a product which supports a cause. McCarter argues that mothers, a powerful and lucrative consumer segment, like supporting a cause.

When faced with two products of similar quality 80% of consumers are likely to switch brands, to one that supports a cause.

With a growing number of consumers using ad blockers, it means that traditional ads now won’t dont stand a chance of reaching their intended audience.

Therefore ads and other marketing collateral like on-shelf packaging need to demonstrate relevance to their targeted audience to get cut through.

Brands that align themselves to causes are likely to gain competitive advantage  and build stronger and more loyal relationships with their consumers.

Example: Did you know that Pampers has chosen to tackle disease relying on the consumer’s help:’for every Pampers pack sold, a child in a developing country is inoculated, thus creating a common objective for consumer and company to work towards.’

Emerging Tend # 9: Private label will continue to grow and dominate

For retailers, selling private label products is a “no brainer‘. They have seen enormous sales growth and greater margin from their private label efforts over the past few years.

With the Millenial market unperturbed by buying branded merchandise and the evolvement of private labels beyond the “basics” and conventional commodities into food service, fresh meal replacement and increased online offerings, we can only expect this area of the market to expand even further in 2019.

As private labels become more refined and widen their appeal to a broader audience, packaging design, graphics and specific product designs will undergo increased changes becoming more sophisticated.

Vastly improved and contemporary graphics, on trend packaging design, unique packaging form and utilising the latest in digital printing technologies are all examples of how national brands are now marketing their private label product s and their own brands on shelf.

Private label goes premium

Private label brands have resources, that brand marketers no longer have. Private label are also going premium both with quality, price and range. They have both the resources and flexibility to easily and quickly experiment and thereby rapidly change their packs based on their shelf sales results.

The big supermarket chains are easily able to opt in and out of markets, categories and design trends, ruthlessly dropping products from their portfolios and picking up others.

To get ahead and stay ahead of the private label brands, brand marketers need to stay three to five years ahead of the pack of both their brand rivals and home branded private labels.

Emerging Tend #10: Increased micro brands shelf disruption

Before there were micro breweries there were just the big beer companies. The beer industry, just like the rest of the FMCG industry has undergone major disruption over the past few years with both with private label brands and the micro breweries eating into their traditional lucrative pies.

The growing interest in locally produced foods and the search for new and variety has opened the door for a multitude of micro food manufactures and distributors to enter the super market shelves.

This is even more prevalent as the costs of manufacturing drops and outsourcing all aspects of the food distribution model, from creation to the shelf falls.

The growth of regional brands with strong community connections are finding a fast and easy entry pathway to the supermarket shelf creating even more competition for the consumers dollar.

Because of this influx of multiple new entry brands, constantly changing and innovating, traditional advantage of shelf blocking of national brands has in many cases become obsolete.

Increasingly both the number of products and the variety of new products are filling the supermarket shelf. And with shelf space shrinking and becoming more cluttered brands are struggling to stand out.

Successful brand marketers are winning because they are drawing heavily on shopper insights to understand their category’s rules and the consumer buying drivers they need to pursue.

They use that knowledge to create packs that not only disrupt the consumer, but engage them. They employ the 3 WOWS to create shelf standout in 2019 and beyond.

Emerging Tend # 10: Just for me please!

Over the last 10+ years marketers have focused on understanding customers more deeply for greater personalisation. Yes, we been hit over the head enough with PERSONALISATION as a key marketing strategy?

We’ve all witnessed the poster children of successful personalisation campaigns. From Coke to Nutella surely we already know this one by now?

Just for me product creation

Really? Well get this. Did you know that the world’s largest food company, Nestlé is experimenting with people’s DNA to build and sell personalised nutrition plans? Yep Nestlé claims that these new products will extend lifespans and keep people healthy for longer.

They are creating ‘just for me products.‘ for their consumers.

Nestlé will be rolling out these new products in Japan first with some 100,000 people are taking part in a company program. In this program, Nestlé gives consumers a kit to collect their DNA at home.

According to Bloomberg, the program will encourage the participants to use an app and post pictures of what they’re eating. Nestlé will then recommend dietary changes and supply specialised supplements which can be “sprinkled on or mixed into a variety of food products, including teas.

With so many consumers losing faith in packaged goods products due to a plethora of artificial flavours and food colourings, sugar, and salt content, brands are witnessing traditional foods and drink sales plummet. The shift in buying habits have forced big brands to reformulate products in an effort to re-engage and persuade consumers back.

Personalisation is no longer just as simple as calling out the consumers name and favorite sports team.

Personalisation is the process of tailoring product packaging design to the individual target market or person’s name, characteristics or preferences.

True personalisation taps into the most core fundamental human need…the need to be noticed and appreciated. Demand for personalisation and customisation is growing and will continue to grow exponentially.

As consumers increasing utilise technology to do their shopping for them, so it is that creating a personal connection between a brand, a product and the consumer becomes an absolute imperative.

Consumers now have the capability of calling out to their voice-controlled smart speakers, “Put butter on the shopping list.” Unless your brand is already on the list, how will you find your way onto the auto ordering list?

Because technology will become even more effective at shielding consumers from commercial messages, brands only have a small window to really own their target consumer and personalisation will be a key tool in their arsenal.

Only by being audience relevant  will brands be able to retain the consumer’s attention.

What will be your version of ‘created just for me?

Today, the primary task of CMOs is to deeply understand customer buying behaviour and intent; deeply understand the context of where someone is in their decision journey; be able to predict what they’re most likely primed to do next; and be ready to influence them at the right moment.” Jonathan Martin, CMO, Pure Storage.

Now it’s time to use that knowledge to drive engagement, and do it at scale.

Emerging Tend # 11: Transparency, authenticity and the “New Naivety.”

As we continue to adopt technology into our lives, so our world becomes even more transparent. Consumers are now easily aware of which brands are doing “what” and which aren’t.

Transparency and authenticity are emerging even more brightly in branding and design; than ever before.

Transparency and authenticity has exponentially increased in importance and value in a world of “fake” news , fake politicians and Instagram imposter stars  we as consumers have become increasingly cynical.

Consumers distrust corporations when they only see them as operating for profit, without the users best interests in mind.

Therefore effective design has become even more essential for brands trying to compete on both on the shelf and on social media. To the point of projecting authenticity by deliberately opting for awkward or unprofessional-looking imagery.

Getty Images calls this trend “New Naivety.” 

Guy Merrill, Senior Art Director at Getty says, “Increasingly savvy consumers are shunning the overly curated approach in favour of a looser, more irreverent touch – and big brands are following suit.

Graphic design authenticity is showing up with hand-drawn or rough-edged typography and somewhat childlike simplicity. This demonstrates approachability and realness. It shows that we’re not overly working to impress or sell you something.

When it comes to product packaging design this shows up as the product being artisan, handcrafted or unadulterated.

Design must be relevant but, more than anything, it must be well-designed. There’s a phenomenal difference in impact between a customary design story looking amateurish and an engaging authentic looking design story.

Experienced and impact designers will become increasingly valuable property in the battle to show authenticity to garner consumer trust rather than simply attract attention on the shelf.

Of course it will take more than simply convincing consumers that because your brand and pack looks “authentic” that your brand can be trusted. The product within the pack must deliver on that promise.

When done right, authenticity-centred design will reinforce the brand and the products core message.

Emerging Tend # 12 : Its all about the data 

As brand marketers we have spent the last 10+ years focusing on understanding our targeted consumer in greater depth with the view to further the personalisation relationship and increasing customer loyalty. Data allows us to now really apply that knowledge to drive engagement…at scale.

More and more consumers are shopping with a digital footprint.

Digital buying leaves powerful habitual buying clues for brand marketers. Therefore as brand marketers we need to embrace the data rather than push against just it because it all seems too hard and too much.

The truth is we really don’t have a choice.

In the future, everything we do in the marketing department will be data driven. We get data from all the targeted consumers digital and offline touch-points

The data allows us a true insight into our target consumers behaviour. Data shows us all of their likes and wants and worries.

Using data insights, both brand marketers and creative agencies will be able to design more specifically for the audiences they speak to.

With the emergence of new technologies like wearables and increased mobile connectedness along with the growth of the Internet of Things marketers will become the custodians of customer centricity.

In other words, marketing is now responsible for not only for getting the customer but for keeping them too.

CMO’ s today recognise that for them to improve personalisation and engagement, they have to concentrate on the whole customer experience (CX). This means engaging with them at the retail shelf and beyond once they get the product home.

Nearly 86% of marketing executives surveyed said they expect to own the end-to-end customer experience by 2020. Because of this, almost all (90% ) survey respondents believe marketing departments will exercise significant influence over business strategy by 2020.

Consider the “unboxing experience.”

So how can we as brand marketers use our packaging design to design in the “CX” ? As an example – consider the “unboxing experience.” How can we recreate that for even the most mundane of products and have them shared by our consumers across their own personal social media platforms.

One of our Jam&Co’s core belief is, “We should never underestimate the task of captivating a target customer. We must move them emotionally and intellectually, so they see and pick our product off a shelf of competitors and share their experience with others.”

As brand marketers we need to understand our consumer data so we can tailor our messages and product design meeting them where they are along the “Nescience Loop©”.

Knowing what your audience knows

(The Nescience Loop© is the unconscious buying framework that consumers go through when they are shopping.The Nescience Loop© framework allows brand managers to identify what level of sophistication their target consumers are in, so they can ensure the product pack (on the shelf) is aligned with the consumer’s needs.)

As brand marketers get better and rely more heavily on both data and analytics, they’ll be truly able to help their targeted audience simplify their lives especially as their world becomes increasingly complex. This will be the true power of data.