WHAT IS THE TREND?
Consumers are being bombarded with more claims and more information on packs more than ever before. The 2015 launch of Health Stars along with the 2016 launch of the new Country of Origin labelling have added mandatory information on top of the brand’s individual messages.
WHAT DOES THIS MEAN FOR PACKAGING?
The Australian supermarket shelf is crowded and, as retailers are looking to reduce their SKU count by up to 15%, brands must learn to reduce the noise on their packs to make the weekly shop simpler for consumers.
Brands and designers alike will need to understand the purpose of the product and what are the key attributes consumers are searching for when making their buying decisions. The simplicity in the design must not appear to be lazy but honest and refreshing so that it connects with a consumer through need-to-know information.
IN MARKET EXAMPLES
Kashi redesigned its packaging with a philosophy “good clean food deserves good clean design”. The new design moved away from the traditional imagery of fields and farms to hero the food while using clean lines, vivid colours and straightforward typography.
PG Tips stripped back their design to remove 3D-type, imagery of field plantations and a range of colours. The new design features a stronger, flatter logo and just communicated necessary information such as flavour and the quantity the pack holds.
The above prediction represents the thoughts of Charta Packaging on what we believe the packaging industry will see in 2017 and onwards.
Not all five forecasts will impact each category, Charta Packaging have further Insights into the more category-relevant trends that we expect to see in 2017. If you would like to discuss trends specific to your category or these over arching macro predictions above, feel free to reach out to us.