Before a potential consumer interacts with a product, they first encounter its packaging. That’s why it is so important for packaging—being on the front line of sales—to perform its role as effectively as possible. The better it does so, the more carefully designers have considered what matters to today’s consumers. In the previous section, we discussed eco-friendly packaging, packaging that tells a story, and packaging using natural colors. Today, we present three more important packaging design trends for 2020.
Maximalism
Many experts predict an economic slowdown in 2020, which will lead consumers to seek a sense of wealth, luxury, and light extravagance, offered by the products they choose. In this context, a maximalist approach appears to be very effective in packaging design. Expect bolder, richer colors, highly detailed designs, and intricate patterns that signal product quality. This aligns with our awakened desire for beauty and elevated experiences, which become even more pronounced during times of expected crisis and limitations.
Brands will experiment with packaging design to provide consumers with a luxurious experience, focusing on carefully crafted details, rich and intense colors, and ornate patterns.
Transparency
Using transparent packaging to highlight the color of the product is common in the beverage and skincare sectors. In 2020, more brands outside these industries are also incorporating product color into their packaging design. This trend benefits both sides: it allows brands to approach packaging design more minimally while keeping the product itself at the center of the consumer experience without compromising overall visual impact.
Branding agencies are increasingly experimenting with transparency, layering design elements from transparent materials, and using product color as an integral part of the design.
New forms for traditional products
To create more distinctive packaging, some brands are moving away from traditional forms like bottles or simple boxes. This approach strengthens the brand and allows it to tell its story. Designers have long explored new shapes, but in 2020, this trend is expected to gain even more prominence.
The shape of packaging is a key component of its overall design. Creativity and originality here can capture the consumer’s attention and encourage interaction. Functional and visually appealing packaging that stands out on the shelf and allows quick product recognition has a higher chance of market success.
Minimalism, transparency, playful shapes
Over the past decade, attitudes toward products have changed dramatically. Simply providing the best product is no longer enough. Quality matters, but other factors, including the appearance of packaging, also influence consumer decisions.
It is therefore no surprise that packaging designers focus on staying attuned to today’s consumer priorities while continuously surprising and attracting attention. Their designs explore playful shapes, maximalist solutions with intense colors and rich details, or transparency that highlights the product itself. Regardless of the approach, the ultimate goal remains the same: market success.
