The importance of packaging today and trends

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Estimated reading time: 12 minutes

Packaging refers to the combination of visual elements and materials that wrap and present a product to the consumer. It is the first physical interaction between the brand and the buyer, and its importance lies in the fact that, according to Nielsen studies, 72% of purchasing decisions at the point of sale are influenced by packaging.

Beyond just the container, packaging communicates brand values, sets the product apart from the competition, and defines the entire shopping experience—from the store shelf to unboxing at home.

Are you in the process of designing packaging for a product you want to sell? Or do you want to change or modify your product’s packaging? Whatever your situation may be, you should know that the appearance of your “packaging” is more important than ever, since—following the boom in online retail—ensuring a pleasant shopping experience is key to the success or failure of your product sales.

The 2.0 Consumer

Today, the consumer profile has changed; consumers are increasingly well-informed and want to know everything about your brand before purchasing a product—from the origin of your products to your philosophy and values. And it is for this very reason that packaging has become a decisive factor in setting your brand apart from the competition and influencing consumer choice. Obviously, it isn’t a decisive factor right from the start, but it does serve as an added consideration when consumers are comparing two similar products.

Thus, one of the trends that is currently gaining significant importance is the emphasis on sustainability in packaging, as it adds significant value for many consumers.

However, if you want to learn more about packaging trends for both online and brick-and-mortar stores, keep reading!

Why is packaging so important?

1) Because it says a lot about a brand

Packaging serves as a calling card for both the product and the company itself. Both the materials used and the information displayed on the packaging are very important, as they must capture the consumer’s attention.

2) Because it is part of the customer’s shopping experience

The aesthetic aspect of packaging is essential because, from a marketing perspective, consumers must find it visually appealing, and the first impression must be positive and reinforce their decision to purchase. What customers see—both in physical stores and online—is very important to their shopping experience.

3) Because it is part of the product experience

In addition to all of the above, the packaging must obviously ensure the product’s safety during transport—since that is its primary purpose—but it must also be made from materials that are not only recyclable but also reusable. By providing this transformative value, we also add value to the product and, of course, to the company’s values.

What Are the Benefits of 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’ve mentioned, packaging primarily protects the product; however, it also serves as a marketing tool to drive sales. Therefore, it is important because the way product information is presented can influence the decision to buy or not.

Differentiation

Since it is the first thing consumers notice when purchasing a product, packaging sets some brands apart from others. Therefore, this element serves as a differentiator but can also help consumers recognize a brand. However, when making changes to packaging design, it’s important to retain elements such as the logo or color schemes so that consumers take notice of the new packaging but can quickly recognize it as belonging to the brand.

What is packaging from a branding perspective?

At our marketing agency, we view packaging as a fundamental strategic element in brand building, whether for a corporate brand or for a product or service brand.

In most cases, packaging is the only point of contact between the brand and the consumer; in other words, it is the only means through which the consumer receives a message from the brand, and therefore serves as the brand’s vehicle and channel of communication. The communication strategy—for both packaging and the brand—must go hand in hand.

When we talk about a brick-and-mortar store, the shelf is the storefront, and its design must attract attention while setting the product apart from the others next to it. Therefore, the packaging design and strategy should be developed to facilitate the purchasing decision and build customer loyalty. In a digital environment, this is even more important, given the added challenge of online consumers’ lack of trust, as well as the added difficulty of intense competition and a more cold and distant form of 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 2026

Did you know that recent studies show that more than 71% of online shoppers would recommend a product and make another purchase if it arrived in premium packaging?

In marketing, everything changes and evolves at a breakneck pace. And packaging is no exception. It’s true that lately, packaging trends haven’t just focused on colors and typefaces—they’ve gone a step further, focusing on social and environmental movements. With that in mind, we believe there are four trends that are making a big impact in the world of packaging design:

Visual Packaging

Brands that use graphic design on packaging as a selling point not only seek to provide information about their product in a creative way, but also aim to visually appeal to consumers through their choice of materials, finishes, and design.

What consumers look for in brands is sincerity; therefore, packaging must show the product they are going to purchase, and we are increasingly seeing negative reactions to the idea of retouched advertising photos.

Some trends include:

Holographic packaging

This type of packaging is quite eye-catching due to its colors and its innovative, minimalist design. The sectors where it is currently experiencing the greatest growth and finding the most applications are fashion and cosmetics.

Simple labels

Simplicity in design is always linked to elegance and, of course, to lower production costs. This type of packaging label is commonly found on premium or luxury brands, where simple messages are used to convey clear, direct, and trustworthy communications.

Product in sight

This type of trend is based on displaying the product in its entirety, with the goal of presenting it exactly as it is—without any tricks—and maintaining a commitment to honesty with the consumer. “This is my product, and I’m not lying to you with any frills.” This type of packaging typically uses transparent materials or materials with transparent sections.

Typography

The trend is toward using more packaging without images—just the brand name and product description. This trend stems precisely from a desire to establish clear and sincere communication with consumers and a rejection of the typical “Photoshopped” advertising image.

Online Packaging

The current increase in online sales has clearly led to a significant shift in packaging, making it more important and a key element in fostering creativity among brands. As a result of this shift, three key trends have emerged:

The Branded Packaging Experience is a communication phenomenon driven by users’ interactions on social media through the use of packaging. Companies have realized that this is a powerful communication channel, which is why more and more of them are investing significant budgets to ensure their packaging offers a better shopping experience for online customers and, in turn, generates greater impact on social media, thereby influencing the consumer environment.

Screen design is a major trend in the online world; it involves designing packaging with the understanding that the information must be minimalist and clear so that it appears on screens and is quickly noticed and recognized by other consumers.

The Influencer Pack is the most creative and unrestricted trend among brands. It’s packaging designed entirely for influencers and brand ambassadors, where there are no limits whatsoever, and the main goal is to surprise consumers in order to encourage impulse online purchases of the product. It is currently one of the most successful strategies, but it must be truly striking, given the significant saturation in this type of market.

Sustainable Packaging

Of course, sustainable packaging is a key current and future trend—one that’s on every brand’s mind today. With this type of sustainable strategy, brands are reimagining their products and highlighting the eco-friendly attributes of both their products and packaging, since consumers, for example, do not look favorably upon the use of plastic.

Over the next 10 years, numerous innovations in packaging are expected, which will undoubtedly present a great opportunity to work with completely new materials and structures—much like a blank canvas to an artist.

Anti-Packaging

This trend goes hand in hand with the previous one: many brands have shifted their philosophy toward sustainability and have adapted their entire business accordingly—including their packaging. And what’s the best way to adapt packaging? Well, to eliminate it altogether—a practice known as “Zero-Waste”—thereby reducing environmental impact and returning to the roots of buying in bulk. This trend is being embraced by major, prestigious brands and is being very well received by people across all social classes.

Thanks to trends like these, it’s true that they offer a great opportunity to revive the local retail sector—which has suffered so much lately—and to place greater value on traditionally made products.

Branding and Packaging in Alicante and Valencia

A good packaging strategy is both the present and the future for any brand. In the future, everything will change, and we’ll see companies embracing new materials and creative, innovative designs that benefit the environment and, of course, foster 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.

Frequently Asked Questions

Sara Pérez

Social Media Manager con alma de exploradora digital.

Obsesionada con comunidades que crecen solas y estrategias que rompen moldes.

Fan del viral marketing 2.0 y experiencias inmersivas.