- Brands used to only have to worry about standing out on a physical retail shelf. They have yet to stand out, but also in two other places: in an online / e-commerce store on a computer screen or smartphone interface, and also on a consumer’s doorstep or in the box. letters from a consumer.
- Packaging designers must constantly adjust toggle switches to achieve the right trendy combination of color, typography, artwork, imagery, and message hierarchy, among other factors.
- These five packaging trends may conflict with each other or even take opposite paths, but each is aimed at capturing consumers’ attention, delighting them with a positive experience, and, where possible, adding value. along the way.
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|Read the transcript below:|
Salvation. I’m Matt Reynolds, Editor-in-Chief of Packaging World Magazine back with another edition of Take Five.
Today I want to talk about packaging design. But not just any packaging design, I am talking about packaging design as it applies to e-commerce. We all know that e-commerce was already a very strong trend before the pandemic. The pandemic has only accelerated this trend. And now, brands are looking for ways to intelligently package their materials, so that when they hit consumers’ doorsteps, they really stand out from the crowd.
We got to talk to the folks at 99designs, especially Shane Tilley. He is the Senior Director of Marketing at 99designs, a graphic design department operated by Vistaprint. He gave us five big design trends to watch out for in 2021 and the future specific to the ecommerce market. I’ll dive into it. The first that got him excited were these bold monochromatic colors. Now a lot of times when we think of packaging design we lean on illustrations, we lean on some really interesting typefaces. This turns the situation around in the sense that it uses a specific color throughout the design of the package. And basically, this color has to do all of the heavy lifting. Now, in an ideal world, he does two things, this method, this monochromatic method.
First of all, it’s about creating something unusual or basically something very new for a consumer. They’re not used to seeing just one color in their packaging design. They’re used to being almost inundated with graphics and fonts. And secondly, it can be associated with a particular, whether it is an ingredient, a hero ingredient, or an element of the product itself. Let’s say a lavender pack can be something that’s meant to be relaxing, whereas a pack that’s really bright and lime green can be something that’s meant to be energetic. So, either way, you’re sowing territory for bold illustrations and typefaces to allow that one color to really do its job.
Now a really great example of that, which Shane showed us, was with TUSOL Wellness. I’m pronouncing this probably incorrectly, but TUSOL Wellness uses nuances that directly represent the hero ingredient involved in these wellness products. So it’s a pretty interesting way to really stand out on someone’s doorstep.
The next major trend in ecommerce and packaging design we’re seeing is hyper-simplistic geometry. Right now, with the design tools that packaging designers and graphic designers have at their fingertips, they can really go crazy with bright colors, with a typeface, with really complex illustrations too. So one way to disrupt this trend is to go back to something really simple. And these are real basic geometry. We’re talking about squares, circles, maybe triangles, using real clean lines, real sharp angles, and really vibrant colors. And they can be done in repeating patterns of circles over and over again in some repeating pattern. Again, this is a way to really set you apart, or we used to say, to set you apart on the shelf. It’s the way to make yourself stand out when you walk into someone’s doorstep.
Now, according to Shane, he says that while geometric patterns may seem simple at first glance, their superpower lies in their abstract simplicity. So instead of directly telling a customer how they should be feeling about it, it gives them a slightly nuanced way of suggesting things rather than just hitting them over the head with what this product might do. . As you can see, California Sincere Cider uses this methodology to its advantage. A third trend that Shane says is really evident in ecommerce packaging design these days is for the product name itself to appear stalled in large, bold, and inviting typography right in the center of the product. We’re not talking about a logo or brand, or even an image of what the product might look like, but typographically representing what the product is in an interesting way.
What is essential here is that there may be some additional design elements on the packaging, whether it is artwork or logos etc., but these are all made by hand. ‘support and subordinates to the name of the product, which should be autonomous. Color blocking, as it applies to packaging design, is nothing new. But one thing we see a lot this year, and Shane specifically pointed out, was color blocking as it applies to real natural scenes. So let’s say distant mountains or a distant ocean or a prairie.
It tends to use lighter and more natural colors, less vivid colors, more ambient colors, purple mountains, a soft green meadow. And the color of these color blocks themselves, they follow imperfect lines. They follow nature and they are not perfect, they are not austere, they are very gentle and progressive.
And finally, our latest trend for the list of five is the exact opposite of what we just heard. Instead of going natural, there is evidence from brands that use perfect symmetry. I use words, I think of a palindrome, like the word kayak, which can go forward or backward. Well, these are word or picture or artwork designs that can do just that and self-reflect, so there is some evidence or self-reflection in the picture itself. which is really appealing after a year of such chaos that in 2020 we had to have something that feels so finished and complete. So that covers Shane at 99designs five big trends for ecommerce packaging design.
Thank you for watching!