To keep pace with the changing pace of global consumer demand, packaged product manufacturers are always innovating to ensure they are able to take the lead in the fierce market competition. The constant changes in consumer habits have prompted advanced technology to provide sufficient conditions for packaging companies to remain innovative. So, where will packaging innovations go in the future?
Smithers Pino, a well-known research organization in the global printing and packaging industry, conducted a series of practical surveys of manufacturers, suppliers and brands in the packaging industry, summarizing the five innovation trends that the packaging industry is most likely to attract consumers in the future.
The London Olympics in 2012, the wedding ceremony of Prince William and Kate Midel in the United Kingdom, and the crowning ceremony of the Queen’s Crown all made the whole world feel the patriotism and pride of the British people. Subsequently, the British packaging industry has also undergone corresponding changes. The packaging design of the goods is more focused on the traditional style and nostalgic design concept, because the old brand can reflect the mature and stable feeling of the UK.
The ancient style of merchandise packaging not only plays an important role in the trend, but also gives people a sense of reliability. Based on this, many brands and commodities are more likely to get consumers' attention because they know they can be trusted by the public, and packaging can just pass this key message.
At present, digital printing and packaging technology is more and more recognized by the market, short-run prints are emerging one after another, and personalized packaging prints have become one of the effective tools used by brand owners to attract customers. Coca-Cola, a world-famous beverage company, has put it into practical use. It has expanded its market share by printing personalized labels for different bottles, which has greatly enhanced the brand influence of the company and gained high recognition from the market. It should be emphasized that Coca-Cola is just the beginning. Now many brands on the market have begun to provide personalized packaging for consumers. For example, the absolute vodka, the wine label uses 4 million unique personalized design, making it a consumer's love.
Brand suppliers are beginning to increase their influence through the web and social media, and consumers' understanding of the term "private customization" is more profound than before. For example, Heinz ketchup, which is particularly popular on Facebook in the United States, is popular because it can be used as a gift to your friends and lovers. At the same time, advances in technology have made commodity creation more abundant and cheaper. The rise of personalized packaging is a good example of the vitality of the packaging industry.
To be successful in the market, brands need to understand the potential needs of consumers. For example, convenient packaging is suitable for consumers on the road because they do not have time to open large and complex boxes. New and convenient packaging, such as soft flat packaging, can be used to dispense jams to different people. This is a very successful case.
Simple packaging can also be included in the "cute packaging", the focus is on the simple way to open. In addition, through product packaging, it is also possible to help consumers identify specific quantitations without knowing how much they use, which makes the packaging of the goods look more "cute".
For brand owners, the ultimate goal of a good package is to be able to win the attention of consumers in the supermarket shelf for the first time, so that they can finally buy, the so-called "love at first sight." In order to achieve this goal, brand owners must convey the uniqueness of the product when advertising. Budweiser beer has been very successful in product packaging differentiation, and the latest beer packaging uses a bow tie shape to capture the eye. Champagne from the French Pavilion is also packed in different colours and is finally popular in the market.
The reason why many brands' products can make a difference is to pass on the WYSIWYG philosophy. Similarly, some alcohol brands have chosen to adopt old-fashioned design concepts to deliver reliable signals to consumers. Loyalty, simplicity and cleanliness are all important information that brand owners want to pass to their customers.
In addition, consumers are also very concerned about green environmental protection, so brand owners also need to reflect the environmental protection of goods on the packaging of goods. Brown materials, neat packaging and simple design fonts make consumers think of environmental protection.
Now, technological innovation has generated tremendous momentum in the packaging industry. Heinz Group and Strong Bow Beer Company strive to deliver positive energy to consumers on the outer packaging of the product, and show soft light when opening the package.
Although the packaging industry is currently struggling to adopt new technologies, there are still things that are impossible to achieve. For example, the packaging of goods sold in online stores is difficult to distinguish, and it is always difficult for a courier to distinguish the package when it is shipped. If the brand can distinguish the package of the sold goods from the packaging of other e-commerce, the result will be very different.
How should we apply these innovative technologies to specific packaging? Nostalgia will always exist. Naturally simple design and packaging with rich environmental protection concept will always win the recognition of consumers. Emphasizing functional packaging will also surprise consumers.