Posted: Wednesday 10th February 2016
Author: Michael Grass
In our recent blog on the key print trends we expect to see in 2016, we cited research that estimated that the packaging industry will be valued at more than £277 billion by 2020, representing almost 50% of the whole printing market. That is some serious growth forecasted right there…
But with four years still to go, what can we expect from the packaging sector in the meantime? We take a look at the latest packaging trends in 2016.
- Gettin’ digi with it
Demand for digitally printed packaging will continue to rise as brands capitalise on digital’s economic and speed-to-market advantages for mainstream package decoration. It’s not hard to see why – after all, digital did wonders for Coca Cola’s “Share A Coke” campaign and there’s an increasing demand for personalised packaging from millennials (yes, them again). Digital printing currently accounts for approximately 10% of packaging decoration but, if global market researcher Mintel is to be believed, it’s looking set to grow “well beyond” industry estimates. Watch this space…
- Transparency is trending
In a case of wanting your cake and eating it too, consumers are demanding more information about their products but less text cluttering the packaging, as it might affect their purchasing decisions. According to Mintel, it looks like a convergence of clean labelling and clear on-pack communication is on the cards. Expect clarity of purpose via text-based designs and more simplified messaging.
- Flex your pack
Have you noticed recently how more food is coming in pouches rather than cans and jars? That’s because there’s been a staggering 56% increase in flexible packaging for consumer goods between 2010 and 2014. Even more surprisingly, there seems to be a growing consensus among consumers that flexible packaging is “cooler” and “more modern”. One thing’s for sure: it offers brands a wealth of decoration and marketing opportunities, so more colourful designs from a wide variety of brands are on the way.
- Go mobile
Brands are trying to find new ways of engaging with their customers and mobile might just be the way to do it. Unlike previous attempts at mobile-friendly packaging (such as the QR code eyesore), the next generation of mobile engagement will be built around near-field communication (NFC) and Bluetooth low-energy triggers. These applications not only deliver a new host of creative packaging opportunities to help brands maximise the packaging medium, but do not interfere or besmirch the creative design.
But enough from us – what are your thoughts on 2016’s packaging trends?
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- Packaging up some predictions for 2018
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- Building Brand Connections through Packaging
- Product placements – why context is key
- To #ad, or not to #ad…
- Listen up – audio is the new black
- Taking the p*ss: customer service fails in a digital age
- B2B video will never be as engaging as B2C – right?