There are many trends affecting packaging design - some politically imposed, some the result of changing lifestyles. It is crucial to keep abreast of cultural trends and draft legislation to help predict future market opportunities
For instance, there is growing pressure on the whole food industry to help avert the looming UK obesity crisis. This has potential implications for packaging design. Various information systems have been adopted, following the Food Standards Agency's recent review. These include the use of a traffic light system to badge foods as green, amber or red depending on how 'healthy' they are against a set criteria, and the display of general daily allowance guidelines, as adopted by the likes of Tesco.
At present inclusion of this dietary information on front of pack is optional, however, the supermarket retailers and some brands are taking this matter very seriously. Kelloggs has recently included a panel on the top of all its packs detailing GDA percentages for each product. Businesses need to consider their position on this issue prior to briefing pack design as it can have a large impact on the front of pack design if this information is to be included.
Additionally, there is growing pressure on governments to support an environmental agenda. Corporations are now bound by legislation to provide an environmental response to the problem of packaging waste. These issues are unlikely to come off the agenda and non-compliance will become ever more punitive.
Caring about the environment and our personal footprint on the world is no longer the domain of fringe groups or activists. Films such as An Inconvenient Truth have helped raise our awareness of what we are all doing to our planet through our consumption habits. Backlash against Chelsea Tractors, unnecessary food miles and over-packaged products are only the beginning of a shift towards less conspicuous consumption.
Due to the plethora of different channels and publications available it is becoming increasingly difficult to communicate product messages through advertising, so many brands are already looking to use their packaging to work harder than simply acting as a mark of recall.
Similarly, as retailers increasingly grow their share of own brand at the expense of rival brands, manufacturers will need to find a purpose beyond price to remain listed by retailers. These two factors point to brands having to use their packs to entertain and 'jolt' consumers out of their existing repertoires at point of purchase, and become far more stimulating than simply being a big logo on a box.
There are also a number of lifestyle trends that you might also want to take into account.
- Anxiety - Today we all feel and underlying sense of anxiety. It could be from increased levels of personal debt and job uncertainity, the increasingly unpredictable world we live in or the disconnection we all feel from the world around us. Brands that can respond to this and offer us a feeling of certainty and community will succeed because they bring us a moment or two of peace.
- Individuality - In today's brand-literate society, consumers are rebelling against the notion of doing what everyone else does. Nevertheless, consumers still desire brands as this helps communicate status, i.e. 'I’m part of this lifestyle set or another' - but, increasingly, consumers also want to say something about their own individuality within their peer group. This is why brands such as Nike and Mini offer limited editions or even bespoke designs for individuals.
- Authenticity - Because of food scares such as BSE, foot and mouth, and the GM debate, consumers are increasingly concerned about the provenance of food. We will see greater use of promotion of the origin of food on packaging. Evidence of this can be seen in the rise of farmers' markets.
- Anti-globalisation - Consumers have learned how to complain. No longer will they put up with poor quality or being told what to do. Consumers will vote with their wallets and will be prepared to support brands and products that have a purpose beyond profit.
There are several useful trends organisations that are worth monitoring, such as The Henley Centre, The Future Laboratory and What’s Next. On their websites you’ll discover a number of key trends already influencing the way packaging is designed.