On Sunday Dee Dee Gordon, President of Innovation at Sterling Brands, gave an interesting talk about the work she is doing with the consumer. She called it “Breaking Down Walls: Co-Creation with Consumers”. Her tool is a global consumer panel called the Callaboratory.
And just for the Dieline audience she polled her group and asked them what they thought were current trend influencers of package design around the world. Here are their 7 top issues.
- Excess is Out
Consumers are looking for understated simplicity, want the product not package to shine, and feel comfortable with a clean minimalist approach to structure.
- Going Global
Design influences are coming from all cultures, both traditional and new hybrid mixes of new and old from all over the world
- Hand Crafted
Consumers are looking for the small indulgences that are implied with packaging and brands that take the time to present carefully crafted packages.
- Haptic Packages
We are talking texture, surface details, raw papers, letter press printing, stickers, embossed glass, and the surface details and contrast between the package and product.
- More Than Green
The package materials need to be more than environmentally responsible, the brand itself needs to stand for something and be making a proactive difference.
The package is playing a larger role in the home environment, out on display in the bath or bedroom, not hidden in the cabinet or thrown away. It therefore must be a considered part of a person’s life.
- Everything is Mobile
Its not just about the home anymore. Streamlined, with portable options, packaging must support the active lifestyle of many consumers.