The importance of Packaging today and in the future
Are you in the process of creating the packaging of a product you want to sell? Or do you want to change or modify the packaging of your product? Whatever situation you are in, you should know that the appearance of your “packaging” is more important than ever, since after the rise of online commerce, ensuring a pleasant shopping experience is synonymous with the success or failure of the sale of your product.
Today’s consumer profile has changed and consumers are becoming more and more informed and want to know everything about your brand before buying a product, from the origin of your products to your philosophy and values. And it is for this very reason that packaging has been a decisive criterion for differentiation from the competition and for consumer choice. Obviously it is not a decisive detail from the first moment but it is an added element if the consumer is in the process of comparing two similar products.
Thus, one of the trends that are currently having great importance is the reference of sustainability in packaging, as it adds a decisive value for many consumers.
However, if you want to know more trends for packaging in both online and physical stores, read on!
Why is packaging so important?
1) Because it says a lot about a brand
The packaging transmits the letter of presentation of both the product and the company itself. Both the materials and the information that it reflects, will be very important since they must capture the consumer’s attention.
2) Because it is part of the customer’s shopping experience.
The aesthetic part of the packaging is fundamental because from a marketing point of view, the consumer must feel that it is visually attractive and that the first impression is positive and reinforces the purchase decision. What the customer sees in the physical store as well as online is very significant for their shopping experience.
3) Because it is part of the product experience.
In addition to all the above, obviously the packaging has to reinforce the product at levels of safety in transport, as it is the main purpose, but also, that its materials are not only recyclable but also a reusable packaging. By providing this transformation value we also add value to the product and of course to the values of the company.
What do you get with a good packaging strategy?
Attraction
Packaging, both in online and physical stores, has to be eye-catching and different, to capture the attention of consumers. In an online store the packaging will reinforce the purchase decision and the satisfaction of the purchase and in a physical store it plays a fundamental role in the attraction and differentiation from the competition. In this way, companies carry out studies and strategies based on color, design and types of packaging oriented to make their product stand out and be more attractive to their target audience.
Promotion
As we have said mainly the packaging protects the product but also communicates in order to sell, therefore it is important because as the product information is presented it can help in the decision to buy or not.
Differentiation
As the first thing consumers look at when they buy a product, packaging differentiates brands from each other. Therefore, this element is differentiating but it can also be identifying for consumers. However, when a modification of the packaging design is made, it is important to maintain elements such as the logo or color schemes so that the consumer pays attention to the new packaging but quickly identifies it with the brand.
What is packaging from a branding point of view?
From our marketing agency, we consider packaging as a fundamental strategic element for the construction of a brand, either for the corporate brand or for the brand of a product or service.
In most cases, packaging is the only contact between the brand and the consumer, that is to say, it is the only means through which the consumer receives a message from the brand, therefore it is the vehicle and the communication channel of the brand. The communication strategy, both packaging and brand, must go hand in hand.
When we talk about a physical store, the shelf is the showcase and through the design should draw attention while differentiating it from the rest of the products that will be next to it. Therefore, the design and packaging strategy must be designed to facilitate the purchase decision and customer loyalty. If we go to a digital environment, this is even more important because it has the disadvantage of the insecurity of online consumers and the added difficulty of high competition and a colder and more distant communication.
Thus, in terms of branding, packaging not only protects the product and is a differentiating element, but also conveys messages, induces sales and builds customer loyalty, transmitting the benefits of the product, the values and philosophy of the brand.
4 packaging trends for 2025
Did you know that recent studies indicate that more than 71% of online shoppers would recommend and repeat the purchase if it arrived in premium packaging?
In marketing, everything changes and transforms at a dizzying pace. And packaging is not going to be less. It is true that lately the trends in packaging have not only focused on colors and typographies, but go a step further, focusing on social and environmental movements. In this way we consider that there are 4 trends that are going strong in the world of packaging design:
VisualPackaging
Brands that use the graphic design of a packaging as a claim not only seeks to inform about their product in a creative way, but also seeks to visually seduce the consumer with the choice of materials, finishes and design.
Consumers are looking for sincerity from brands, therefore the packaging has to show the product they are going to buy and more and more we find negative attitudes to the idea of the retouched advertising photo.
Some trends are:
Holographic packaging
It is a type of packaging quite striking for its colors and its groundbreaking and minimalist packaging. In the sectors where it is having more boom and application is in fashion and cosmetics.
Simple labels
Simplicity in design is always linked to elegance and of course lower production costs. This type of packaging labels are usually seen in premium or luxury brands, where we can see simple messages to establish clear, direct and trustworthy communications.
Product in sight
This type of trend is based on showing the product in its entirety in order to show the product as it is without any gimmicks and to continue with the line of sincerity with the consumer. This is my product and I do not lie to you with frills. In this type of packaging, transparent materials or transparent parts are usually used.
Typography
The trend is to use more packaging without the presence of images, only the brand and the product description. This trend is given precisely in the line of establishing a clear and sincere communication with the consumer and a rejection of the typical “photoshopped” advertising image.
Online Packaging
The current increase in online sales has obviously led to a major change in the packaging, giving it greater importance and a key element to encourage the creativity of brands. Due to this change, 3 key trends are born:
The Branded Packaging Experience is a communication phenomenon that comes from the connections of users in social networks through the use of packaging. Companies have realized that it is a powerful communication channel and therefore more and more are investing a high budget, so that their packaging offers a greater shopping experience to the online customer and in turn achieve greater impact on social networks, thus influencing the consumer environment.
The screen design is a very important trend at online level, is to design the packagins thinking that the information has to be minimalist and clear so that it appears on the screens and is quickly perceived and recognized by other consumers.
The Influencer Pack is the most creative and free trend of brands. It is a packaging totally directed to influencers and brand ambassadors, where there are no limits at all and the main objective is to surprise to encourage the impulsive online purchase of the product. It is currently one of the most successful strategies but it must be very surprising because there is a significant saturation in this type of market.
Sustainable Packaging
Of course, fundamental as a present and future trend is sustainable packaging, nowadays present in the minds of all brands. With this type of sustainable strategy, brands give a twist to their products and show the ecological attributes of their products and packaging, since the use of plastic, for example, is not well received by the consumer.
In the next 10 years, numerous innovations in packaging are foreseen, which is undoubtedly a great opportunity to work on completely new materials and structures that are like a blank canvas in the eyes of an artist.
Anti-packaging
This trend goes hand in hand with the previous one and is that many brands have changed their philosophy of life to be sustainable and have adapted their entire company to it, not being the packaging less. And what is the best adaptation of packaging? Well, eliminating it directly and this is known as “Zero-Waste” thus reducing the environmental impact and returning to the origins of bulk purchasing. This trend is being embraced by prestigious brands and is being very well accepted by all social classes.
Thanks to this type of trends, it is true that they are a great opportunity to recover the local retail sector that has suffered so much lately and giving greater value to those products made in a traditional way.
Branding and Packaging in Alicante and Valencia
A good packaging strategy is present and future in the mind of any brand. In the future everything will change and we will see how companies will bet on new materials, creative and innovative designs that will row in favor of the environment and of course, establishing links of communication and transparency with customers.
If you need a packaging strategy, contact us without obligation!
We will attend you in our offices in Alicante, Valencia and/or Online.
