Essay: Quotes

NO LOGO -
                                                                                                                                                                                                                                     
"Familiar personalities such as Dr. Brown, Uncle Ben, Aunt Jemima, and Old Grand-Dad
came to replace the shopkeeper, who was traditionally responsible for measuring bulk
foods for customers and acting as an advocate for products... a nationwide vocabulary of
brand names replaced the small local shopkeeper as the interface between consumer and
product." 28

But there were those in the industry who understood that advertising wasn't just scientific;
it was also spiritual. Brands could conjure a feeling —
think of Aunt Jemima's comforting presence —but not only that, entire corporations could
themselves embody a meaning of their own. 28

 Aunt Jemima from Quaker Oats' early packaging, humanizes production
for a population fearful of industrialization. 24

Survey of Future Packaging Trends -

http://www2.dupont.com/Packaging_Resins/en_US/assets/downloads/Survey_of_Future_Packaging_Trends.pdf?src=vocus_survey2012_whitepaper

• Respondents say cost is the top factor driving the industry today (59%) but they predict it will fall significantly
in importance in 10 years (dropping 28%) to below factors like sustainability (51%) and food safety/security
(37%)

Future trends in Europe are sustainability (53 percent) and food safety and security (40 percent)

‘The sustainability/green agenda will be at the forefront of future trends. As economies re-prosper there will be
more onus placed on retailers and brands to deliver a packaging message in response to the ‘all packaging is
bad’ momentum.’

Overall
• Cost matters most (75 percent) when it comes to evaluating sustainability in packaging today, but falls to the
third most important criteria (41 percent) overall in 10 years.
• Lifecycle analysis (52 percent) and recyclability of the package (46 percent) will be the two most important
criteria overall in 10 years.
• The source of raw materials will become increasingly important (from 20 percent today to 40 percent in 10
years) to tie with cost as the third most important criteria in 10 years.

Overall
• The packaging industry today clearly thinks that consumers value convenience (76 percent) and shelf appeal
(58 percent).
• In 10 years, respondents think this dynamic will completely change, with consumers valuing sustainability
features, specifically perceived “greenness” of the materials (increasing 23 percent), recyclability (increasing
27 percent) and reusability (increasing 13 percent ).

Essay: Packaging and Design Trends for 2015

A package is a storyteller, and yields tremendous influence.  It persuades and entices a buyer. It makes promises. And its design is every bit as important as the product within.

Packages are increasingly becoming useful extensions of a product, adding value and pleasing customers by decreasing waste.

The packaging industry is subject to trends and movements like any other, and here are exciting new developments to watch for in 2015.

Flexible Packaging

The flexible packaging category will continue its incredible growth in 2015. Stand-up pouches will see the largest growth here, because they’re convenient and useful, and allow for unique design and capacity.

Hyper-functional Packaging

Packaging that goes beyond the basics of housing, protecting and transporting a product will flourish in 2015. Consumers want innovation and added value. Occasionally consumers buy products because they desire add-ons as much as the actual products. Multi-use packaging will be seen as superior to packaging that offers only a product inside. However, the packaging must be designed so the customer easily recognizes the dual function for this trend to succeed.

Raw and Natural Materials

Environmentally-friendly packaging that uses raw and natural materials is ideal for connecting with green-conscious consumers. Raw and natural materials are tear resistant and high in elasticity, and lessen the consumers’ guilt about buying packaged products.

White on Clear Packaging

Today’s brands strive for an honest and pure image. White on clear packaging is a trend that allows a product to speak for itself. A transparency in packaging can symbolize brand transparency.

Hand-Drawn or Hand-Written Typography

With technology on the rise, brands are looking to connect with consumers in a personal way. They want customers to connect with the face behind the brand, one that is welcoming and thoughtful. Hand-drawn, personal, and imaginative features project this image.

Minimalism

The design movement of minimalism is creating big waves with its simplistic designs and unique finishings, such as emboss or matte. Visually, the minimalism design stands out as bold in color and text, yet not overpowering. This eye-catching trend appeals to millennials.

Design and Color Variation

When a brand offers a product with flavor options, each package needs to be distinguishable and unique but maintain an equivalent representation. This is accomplished with unique design and color variations.

Bespoke Technology

Brands solicit consumer interaction with QR codes and social media hashtags, but a new technology allows consumers with smartphones to instantly connect with influential people through a link on a package. This technology, from Bespoke Technology, links the online and offline worlds via special content. A consumer points his or her smartphone at a package and receives a unique message from a celebrity.

These are some of the inspiring new advances you can watch for in 2015, as companies seek to further the human connection between their brands and consumers. With an emphasis on environmentally-friendly materials, dual functioning, minimalism and hand-written and hand-drawn typography, this will be a thrilling year for packaging and design trends.