Personalisation / Custom Packaging Box
The value of personalisation is often underestimated in packaging. Personalised packaging is a great way to create and sustain a close connection between a product and its customers, as it puts the individual customer at the heart of the experience. Personalised packaging is also more sustainable as customers are more likely to save and re-use packaging which has their name on it. Personalisation was a huge trend for 2017 and is set to continue in 2018, particularly given the continued decline in custom printing prices. Notable techniques in food packaging design include Coca-Cola’s “Share a Coke” campaign which included festive bottle designs and packaging design boxes by printing the customer’s name on the inside flap of a box and using handwritten notes for customer names on online orders, a feature used by London restaurants such as Homeburger
Consumer insight indicates that in the midst of continued exponential technological advancement, consumers are looking for familiarity. Vintage packaging designs are a great way to provide this. They have mass market appeal and often provide a design at the heart of the packaging that tells a story of tradition, respect and passion and ultimately personality. The use of vintage artwork on special edition products continues to remind consumers of a product’s longstanding longevity and quality. The power of vintage design is such that it can even be used on newer products. Vintage-inspired packaging provides a sense of authenticity and helps to establish a differentiated, lasting identity. Notable examples include Fairy dish detergent for the Jubilee celebrations, and recent packaging used by Barncrofts of London Mojito and Ivory (soap manufacturer).
So-called feminine designs, are making a comeback in 2018. Often featuring pastels and scripted fonts, this type of design offers a more sophisticated experience. The resurgence of pastels suggests a shift in packaging design towards creating a more subtle and gradual welcoming message to customers. Notable examples include vivid and warm designs used by Float, the manufacturers of personal hygiene products.
Being bold is one of the best ways to send a clear and loud message to consumers. Bold, short, and easy-to-read designs have a great impact, are memorable and generate a buzz. Bold colors and fonts differentiate products and keeping things simple. They can also cut through the visual noise of competing products. Bold designs stand out on shelves and online galleries and energise the customer by making products feel dynamic. A study assessing the impact of bold colors found that most consumers make a subconscious judgement about a product within the first 90 seconds, with 80% of those surveyed believing that distinct and bold colors increase brand recognition. Notable examples include Squish Candies and Big Poppa Donuts.
Holographic effects can turn an ordinary piece of packaging into an extraordinary one. The use of pearlescent and metallic materials and holographic foil makes products special by adding depth and three-dimension. The shiny effects, often combined with bold colours, add value and elegance to the product making it more desirable to the consumer. Unique finishes such as foils, special varnishes and soft touch finishes all serve to help packages stand out and can even create hype around products.
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