1 – Vintage – Nostalgic Reliability 

2016 was yet another year where the vintage design was a hot trend for packaging companies. Why was this? Don’t look at the hipsters (though they’re partially to blame). In an ever-evolving digital world, things are getting simpler, sleeker and more minimalist – something that stands out to consumers is staying true to the artisanal artwork of eras bygone.

Why does this design sell?

The vintage style actually connects with our inner morale’s more than a simplistic design, some even report that vintage style can even influence a person’s personality – and it’s backed up by science! (Disclaimer: this claim may or may not be actual science). Take the New Zealand-based Dr Feelgood’s selection of ice cream designs and tell me they don’t make you feel reassured, warm and fuzzy.

2 – Simplistic Creative

A simple design is in no way as the name suggests, thus the term ‘Simplistic Creative’ has been coined to ensure that graphic designers all around the world still maintain a level of enthusiasm after having their hours of graft called ‘simple’ – take this packaging here by Trident, it’s level of creativity is out of this world. 

Why does it work?

With such an overcrowded visual entirety to comprehend on a daily basis, it’s often a relief to our limbic system to look at something and not have to read between the lines. Sometimes we humans need to have things spelt out to us and there’s no shame to admit that packaging designs have cottoned onto this and given us what we want. 

3 – The Marble Effect

Packaging isn’t just seen as a barrier between the product and all matters of life that threaten to destroy it, but it can be a piece of art that gives you a sense of pride when you are gifted it - at least that’s what the designers believe behind the metamorphic rock design.

Why does this scream ‘high-class’?

To the untrained eye it might just seem like a pretty pattern (and it is, let’s face it) but to those with the extra pocket money the marbling effect screams high-class and here’s the three reasons why: People love its brightness, it’s a stunningly bright colour with darker patterns often featuring bright pops of light; people love its inherent elegance, marble remains a very high priced commodity and people love it’s timelessness, marble has been engrained in our minds from the history lessons of school, we’ve been conditioned to understand  it’s luxury.

4 - Emotionally Connective

As if Coca-Cola didn’t have enough money and brand awareness, their 2014 ‘share a Coke’ UK marketing campaign was one of the best revenue generating campaigns in the last decade and boy, was it effective with over 998 million impressions on Twitter – during the planning phase they even named it “Project Connect”.

Why did it work so well?

Because what’s going to connect with you more than seeing your own name on a bottle of Coke? Having it gifted to you by a friend. For sceptics, it might sound a little stupid at first but even Dale Carnegie, world renowned Social Lecturer and thought-leader in the power of influence, expressed that the sweetest thing anyone could ever hear was their own name. Packaging designs in the last year have taken note and continue to reach out to our emotions in creative ways.

5 – Story Driven Packaging

This loosely fits in with the emotionally connective packaging as what we find about a story so compelling is its ability to capture our attention with an emotional grab with a dash of heart-racing twists. Innocent Smoothies had a great take on this idea by explaining exactly where their ingredients came from on the packaging – it instils trust, which as a population a lot of us may be lacking.

Why does a story sell?

At its core a story manipulates our will to keep on paying attention, as long as three things are factored in, it must grab our attention, it has to be believable and it must answer our curiosities. Hit all these marks and a story screams authenticity.

BONUS – Seasonal Packaging

Seasonal packaging comes every year. Typically Halloween and Christmas bring a flurry of holiday based sweets and food packaging. Though in my experience many leftover goods get thrown in the bargain basket! This is something Hershey’s knows all too well when they overestimated demand back in 2011 and hurt their profit margins with the waste – they learnt their lesson by changing from a Halloween theme to an autumn theme to extend shelf-life.

Does it actually sell?

Yes! Kleenex is a fine case study. Sales usually drop roughly 60% in the summer however a watermelon shaped Kleenex box attracted an increase of 55% of revenue, almost making up for the seasonal decline – all thanks to packaging! Why does it work? Theories suggest that we’re more likely to agree to (or in this case buy) something when situations are contextually relevant.

The main takeaway

Brand, design and packaging (even labelling is important) are as important as ever. We make decisions based on our emotional state, very rarely do we make our decisions logically – as a human population we’re bundled up into piles of impulses, thoughts and feelings. It’s true not all packaging can be inventive and creative but if you’re willing to try think outside the box then talk to the leading experts in the North of England about our bespoke packaging service. 

 

1 – Vintage – Nostalgic Reliability 

2016 was yet another year where the vintage design was a hot trend for packaging companies. Why was this? Don’t look at the hipsters (though they’re partially to blame). In an ever-evolving digital world, things are getting simpler, sleeker and more minimalist – something that stands out to consumers is staying true to the artisanal artwork of eras bygone.

Why does this design sell?

The vintage style actually connects with our inner morale’s more than a simplistic design, some even report that vintage style can even influence a person’s personality – and it’s backed up by science! (Disclaimer: this claim may or may not be actual science). Take the New Zealand-based Dr Feelgood’s selection of ice cream designs and tell me they don’t make you feel reassured, warm and fuzzy.

2 – Simplistic Creative

A simple design is in no way as the name suggests, thus the term ‘Simplistic Creative’ has been coined to ensure that graphic designers all around the world still maintain a level of enthusiasm after having their hours of graft called ‘simple’ – take this packaging here by Trident, it’s level of creativity is out of this world. 

Why does it work?

With such an overcrowded visual entirety to comprehend on a daily basis, it’s often a relief to our limbic system to look at something and not have to read between the lines. Sometimes we humans need to have things spelt out to us and there’s no shame to admit that packaging designs have cottoned onto this and given us what we want. 

3 – The Marble Effect

Packaging isn’t just seen as a barrier between the product and all matters of life that threaten to destroy it, but it can be a piece of art that gives you a sense of pride when you are gifted it - at least that’s what the designers believe behind the metamorphic rock design.

Why does this scream ‘high-class’?

To the untrained eye it might just seem like a pretty pattern (and it is, let’s face it) but to those with the extra pocket money the marbling effect screams high-class and here’s the three reasons why: People love its brightness, it’s a stunningly bright colour with darker patterns often featuring bright pops of light; people love its inherent elegance, marble remains a very high priced commodity and people love it’s timelessness, marble has been engrained in our minds from the history lessons of school, we’ve been conditioned to understand  it’s luxury.

4 - Emotionally Connective

As if Coca-Cola didn’t have enough money and brand awareness, their 2014 ‘share a Coke’ UK marketing campaign was one of the best revenue generating campaigns in the last decade and boy, was it effective with over 998 million impressions on Twitter – during the planning phase they even named it “Project Connect”.

Why did it work so well?

Because what’s going to connect with you more than seeing your own name on a bottle of Coke? Having it gifted to you by a friend. For sceptics, it might sound a little stupid at first but even Dale Carnegie, world renowned Social Lecturer and thought-leader in the power of influence, expressed that the sweetest thing anyone could ever hear was their own name. Packaging designs in the last year have taken note and continue to reach out to our emotions in creative ways.

5 – Story Driven Packaging

This loosely fits in with the emotionally connective packaging as what we find about a story so compelling is its ability to capture our attention with an emotional grab with a dash of heart-racing twists. Innocent Smoothies had a great take on this idea by explaining exactly where their ingredients came from on the packaging – it instils trust, which as a population a lot of us may be lacking.

Why does a story sell?

At its core a story manipulates our will to keep on paying attention, as long as three things are factored in, it must grab our attention, it has to be believable and it must answer our curiosities. Hit all these marks and a story screams authenticity.

BONUS – Seasonal Packaging

Seasonal packaging comes every year. Typically Halloween and Christmas bring a flurry of holiday based sweets and food packaging. Though in my experience many leftover goods get thrown in the bargain basket! This is something Hershey’s knows all too well when they overestimated demand back in 2011 and hurt their profit margins with the waste – they learnt their lesson by changing from a Halloween theme to an autumn theme to extend shelf-life.

Does it actually sell?

Yes! Kleenex is a fine case study. Sales usually drop roughly 60% in the summer however a watermelon shaped Kleenex box attracted an increase of 55% of revenue, almost making up for the seasonal decline – all thanks to packaging! Why does it work? Theories suggest that we’re more likely to agree to (or in this case buy) something when situations are contextually relevant.

The main takeaway

Brand, design and packaging (even labelling is important) are as important as ever. We make decisions based on our emotional state, very rarely do we make our decisions logically – as a human population we’re bundled up into piles of impulses, thoughts and feelings. It’s true not all packaging can be inventive and creative but if you’re willing to try think outside the box then talk to the leading experts in the North of England about our bespoke packaging service.