Brands offer critical shoppers an authentic view through window-infused packaging
Implications - Given the mandate to control and enhance product image, many brands are seeing the benefit in letting their goods speak for themselves, giving consumers a window through which they can analyze and come to their own conclusions about a product. Not only satiating consumer curiosity, window paneled packaging also increasingly indicates commitment to quality as modern shoppers feel more secure about brands that demonstrate authenticity and opt not to hide behind brightly colored designs and overly enhanced product images.
Workshop Question - How are you anticipating the needs of increasingly critical and self-educated consumers?
Trend Themes
1. Transparent Packaging - Consumer demand for fresh products is fulfilled with transparent packaging, creating a unique and sustainable product experience for shoppers.
2. Authenticity - Authenticity is king, as millennials demand the real thing, bypassing brightly colored designs and exaggerated product images in favor of transparent product windows.
3. Positive Emotions - Aesthetic packaging provides a positive experience for shoppers, featuring a fun and whimsical design, such as the mouth-shaped packaging of Feliz snack brand.
Industry Implications
1. Food and Beverage - The food and beverage industry is leading the way in transparent packaging, tapping into consumer demand for fresh and healthy products.
2. Design and Branding - Design and branding professionals have the unique opportunity to create eye-catching, emotionally-driven product packaging that differentiates a company’s offerings from their competitors’.
3. Sustainability - Sustainability is an essential part of the product packaging industry, with brands looking to reduce their carbon footprint and offer transparent, eco-friendly packaging to protect the environment.
