A Focus on Sustainability, Augmented Reality, and Other Trends in Packaging Design

Contents:

• Trend: Eco-friendliness
• Trend: Augmented reality
• Trend: Prioritizing customer convenience
• Trend: Adaptation for e-commerce

Packaging design is a more traditional field compared to website or advertising development. However, changes are also being observed here. In this article, we'll look at current trends in packaging design, including boxes, bags, packs, and bottles that are in high demand today.

Trend: Sustainability

Several years ago, major Western brands began actively introducing eco-friendly packaging, including biodegradable materials, recycled components, and reusable solutions. For example, McDonald's aims to have all packaging, wrappers, and cups made from recycled or FSC-certified materials by 2025. Unilever reduced its use of plastic last year and plans to halve its plastic packaging by 2025. This eco-friendly trend is increasingly sweeping across companies, underscoring their responsibility to the environment and consumers. The relevance of eco-friendly solutions in the Russian market is confirmed by the examples of companies such as Yandex.Lavka. In 2020, the company introduced reusable boxes in its internal logistics and also used bags made from recycled materials to ensure proper product placement. Suppliers were persuaded to stop using laminated cardboard. Interestingly, Yandex.Lavka replaced paper bags with plastic ones for delivery, which was recognized as a more environmentally friendly solution. Using plastic bags allows for multiple uses, reducing resource consumption. The company actively encourages customers to reuse bags, emphasizing this idea in its design.

Creating eco-friendly packaging requires a variety of approaches. Some companies are eliminating plastic, while others are embracing it with new recycling technologies. Some organizations focus on recycling packaging materials, while others strive to minimize the negative impact of packaging that ends up in landfills. Experts base their decisions on an analysis of the environmental impact of packaging production, its likelihood of being reused by consumers, and the recycling rates in different countries and regions. Effective eco-friendly packaging should combine sustainable materials, reusability, and accessible recycling options, all of which help reduce the carbon footprint and improve the environment. There are three main methods for creating eco-friendly packaging. The first method involves using recycled materials, which helps reduce waste and minimize the environmental impact. The second method is to use biodegradable materials, which decompose naturally and do not harm the ecosystem. The third method is to optimize packaging, which reduces the volume of materials used and reduces the carbon footprint associated with transportation. The implementation of these methods promotes sustainable development and minimizes negative impacts on nature.

• made from biodegradable materials;
• made from recycled or recyclable materials;
• made from any materials, but with the possibility of reusing the container.

Biodegradable packaging is an environmentally friendly solution made from organic materials such as wood, cellulose, and cotton. Packaging made from plant-based materials is becoming increasingly popular due to its environmental benefits. Examples of biodegradable packaging include kraft paper, paper cups, and boxes. The use of such materials helps reduce waste and minimize the negative impact on the environment. Biodegradable packaging not only meets modern sustainability requirements but also supports the trend towards eco-friendliness in business.

Recycled materials such as paper, plastic, and glass are becoming increasingly relevant in modern manufacturing. In Russia, this area is just beginning to develop, while European and American companies are actively introducing secondary raw materials into their processes. This applies to packaging for a variety of products. For example, perfume brand Essential Parfums uses recycled corrugated cardboard for its product packaging, highlighting the importance of sustainability and waste reduction. Using recycled materials not only helps reduce the negative impact on the environment, but also contributes to the formation of a positive brand image among consumers seeking to support eco-friendly initiatives.

One of the most Reusable packaging is an effective solution for improving the environment. This opens up vast opportunities for creative design. A striking example is the project by designers from the Beru marketplace, who created a box that can be used to assemble a cat house. Such innovative solutions not only help reduce waste but also bring functionality and aesthetic value to everyday life. Reusable packaging is becoming an important element of sustainable consumption and helps to form a responsible approach to the environment.

Trend: augmented reality

AR technologies are actively AR is used in marketing and retail, offering consumers unique experiences. Using augmented reality, you can try on clothes, choose a lipstick shade to match your face type, or visualize how furniture will look in your apartment. Augmented reality is also finding its place in packaging design, although most often in the context of gamification, which helps attract attention and entertain customers. Such innovative approaches help brands increase customer engagement and improve their product experience.

AR packaging has become a popular trend that began to develop several years ago. One striking example is the wine brand 19 Crimes. The core concept of their label design is images of prisoners. Using a special app, when the user points their smartphone camera at the label, the prisoners "come to life" and share their stories. This approach not only attracts attention but also creates an interactive experience for consumers, making the product more memorable and unique. Integrating augmented reality into packaging opens up new horizons for customer engagement and enhances brands' marketing strategies.

In recent years, major brands such as Herbal Essences, Heinz, and Jack Daniels have been actively integrating augmented reality technology into their packaging. This trend continues to gain popularity. A striking example is Nestlé's packaging for children, released in 2021. By scanning the packaging with a special app, users gain access to a menu with several augmented reality game options. This not only attracts attention but also creates a unique experience of interaction with the product, strengthening the emotional connection with the brand.

Trend: Prioritizing Customer Convenience

Modern store shelves are overflowing with products, and consumers are becoming increasingly tired of bright and creative designs. In such conditions, it is becoming difficult for brands to attract the buyer's attention. Therefore, the emphasis is increasingly shifting from colorful images to important information that actually interests consumers. This allows buyers to easily find the products they need, understand their composition and key characteristics. In this context, the brand logo loses its primary role, giving way to a dynamic identity. Visual brand recognition is now achieved through the use of color schemes, fonts, modular grids, and other graphic elements. This approach helps brands stand out from the competition and meet the needs of modern consumers.

Color coding is a common method for identifying product groups. For example, we typically associate red with a bottle of ketchup and green with a can of peas. Brands can establish unique color codes for different products, which helps consumers form associations and remember them. This approach not only makes selection easier but also increases product recognition on store shelves. Color coding helps create a visual hierarchy, making the shopping process more convenient and efficient.

Attention to the new Heinz packaging redesign: the cans now have fewer details, and color coding has been introduced. The traditional red color remains for ketchup, but new colors have been added – turquoise for beans and yellow for spaghetti. The design was developed by Jones Knowles Ritchie, highlighting the company's modern approach to the visual presentation of its product. The new design not only attracts attention, but also simplifies the choice for consumers, improving the overall perception of the brand on store shelves.

Color coding is sometimes not enough, and in such cases, additional information is important. An example of effective drug packaging design is the work of the Repina Branding agency. In this design, the packaging color indicates the drug group, the first number designates the specific drug, and the second indicates its dosage. Therefore, instead of a confusing name, customers can simply communicate the color and number to the pharmacist. The logo is absent from the packaging, allowing attention to be focused on the numbers in the brand font. This approach facilitates choice and improves convenience for consumers, creating clarity in the drug product range.

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Trend: Adaptation for e-commerce

In 2020–2021, many brands began replacing complex packaging with more streamlined designs. This decision was driven not only by the desire to simplify consumer choice but also by the growth of online commerce as a result of the pandemic. With the increase in online shopping, complex packaging designs appear cluttered on screens, and image and text details are often difficult to discern, especially when using smartphones. Therefore, brands are adapting their packaging to ensure maximum readability and appeal in a digital format.

In a physical store, customers have the opportunity to examine the product in detail, handle it, and examine the packaging. On the internet, on the other hand, the choice is made based on a small image. This image should be simple and easily recognizable. In the past year and a half, many companies have emphasized minimalism in packaging design.