If you’ve paid attention to the products that are on the shelves of supermarkets and big box stores, you’ve most likely noticed that the packaging/boxes for items and products are becoming simpler and have less cluttered designs.
It’s unknown if this trend will continue, but as of this moment, products’ packaging and boxing are moving towards simple and less complicated looks.
Complex and bright packaging aren’t going to become extinct
With that being said, colorful boxes and packaging isn’t totally non-existent and aren’t exclusively moving in that direction.
In some cases, simplified packaging can attract consumers, but in other situations, it could create an uphill battle for brands, says Jacqui Dawson, creative director with The Content Crew, which provides marketing and branding services to businesses. “Simplified packaging works for products bought online and by subscription, or for products you already know you like and want to buy in bulk or regularly,” Dawson says. However, branded, well-designed and attractive packaging can entice shoppers to discover new products, she adds.
Case in point: The founders of better-for-you pancake and waffle brand Birch Benders defied the simplification trend and debuted packaging that has bright colors and multiple images. “While our packaging breaks all of the rules of the current trend — it’s busy, it’s not minimalist, there’s a lot going on — people love it,” co-founder Lizzi Ackerman told Entrepreneur. “You don’t always have to follow the rules.”
In some cases, packages that have a lot of graphics and information on them may be telling you more about the product, allowing the company to use the package as a marketing and sales vehicle. “So any money saved on packaging if you go simple has to be put into initial promotion and marketing so people will buy into the brand before using it,” Dawson said.
What’s inside really does count
When shoppers are browsing the grocery aisles, if they don’t know anything about the different types of products, they’ll usually opt for the one that is most visually appealing to them, which depends on the shopper’s personal preferences. However, when they get that product home, it’s what’s inside that matters and the packaging becomes much less important.
“Anyone developing a product is obviously trying to make it commercially viable and something people will want to buy more than once, especially in the food and beverage market,” Dawson said. “If it’s not a good product, no amount of good design is going to fix sales numbers in the long term.”
Therefore, manufacturers should ensure that the product itself is perfect before they put it on shelves since consumers will be judging its quality long after they’ve been drawn in by the packaging.
Build Rehabilitation, which is located in Los Angeles, offers specialized packaging services to a variety of different businesses in the industry. With 200 disabled workers and 50,000 square feet available, we have space and the manpower required to service all of our clients and their custom packaging needs.