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Packaging – Examples for Innovations, General Trends and Graphic Art

By Oliver Spies

It is common knowledge that attractive or smartly designed packaging is a key factor in selling a product. With some items, especially cosmetics, the way the product is packaged may change the functionality of the product itself. Packaging design can add a unique feeling, appeal and brand preference.

Transparency: the color of the content gains importance for the face of the packaging © Photo visual-research.com

It is becoming a widespread trend for cosmetic packaging to project a ‘minimalist’ appeal – this means translucent bottles with clean fonts. This differs from brands such as Absolut Vodka, which recently released limited edition packaging with strong visual appeal. The brand displays a variety of decorative sleeves. The Absolut bottles display bold bright colors, highly graphic hard-edged designs – a ‘pop constructivist’ look – as well as fully mirrored bottle sleeves, which resemble disco balls.

When the packaging becomes the object. Artfully designed collectors’ series: disco ball in form of a vodka bottle © Photo absolut.com

New environmentally friendly packaging, used by companies such as Huhtamaki or Napco uses paperboard packaging and recycled pulp paper for various functions ranging from the preservation of hot and cold foods to CD and DVD ECOtrays. Environmental awareness has caused designers to think up new ways within packaging design - such as 100% recycled and recyclable containers, as well as using the least amount of materials as necessary while still providing product protection.

Generally speaking, two noticeable tendencies heavily influence the visual identity of prevailing packaging designs:

1. Simple Graphics

2. Retro-Interpretation

The trend toward anodized surfaces is now also visible in plastic via strong, pearlescent pigments © Photo visual-research.com

At first sight, the creative intention behind both tendencies seems to be based on the reduction of stylistic devices. At a second glance, it becomes apparent that traditional codification has not become redundant, but now comes in a different shape. More than during the past ten years, the role of colors and typography looms large in the recent developments that emphasize modern packaging (hence 1. Simple Graphics).

Reduction, clarity and standard containers: the focus shifts towards typography © Photo Cara A Chan

While typographically sophisticated designed surfaces come across much cleaner and less busy, the new overall image is influenced by a continuous, 2-dimensional color application facilitated by stochastic printing: Bold, blazingly intense and often even fluorescent colors generate complementary, radiant, brilliant contrasts. Texts and brand images become artfully arranged surfaces, whereas written content is substituted by color moods.

Print colors by KIDROBOT emphasize strong contrasts and the innovative effects of metallic reflections © KIDROBOT.com © Photo visual-research.com

Color is also the dominating factor in reinterpreting the retro style, yet in this case material innovations come into play to formulate aesthetic differentiations (hence 2. Retro-Interpretation). Metallic surfaces connote the value of the content. The packaging instead of its content serves as sole conveyor of the message: glamour, splendor and opulence. Complex ideas are communicated by way of metal foils and imprinted applications.

Always a remedy: metallic packaging with classic quotes © Photo visual-research.com

Trends and Tendencies

Simple Graphics: Clearly defined, brightly colored and intensive; subdued only in form and typographic expression.

Retro-Interpretation: Citation of retrospective stylistic devices (e.g. calligraphy/cursive writing) only in a modern, reduced context. Simple, honest, oftentimes seemingly eco-conscious images, earthy hues in combination with metallic, warm tones.

Origin

Simple Graphics: Reiteration of emotional experiences of the 80s, multiplied effects with the help of new technical feasibilities.

Retro-Interpretation: Further development of traditional, classic packaging with reference to gift wrapping of the early 20^th Century.

Gold imprint and a golden bow: value-enhancing details of gift packaging © Photo visual-research.com

World of colors

Simple Graphics: The packaging becomes the actual product. Strong and intense shades that are close to the primary colors are replacing the pastels of the last years.

Retro-Interpretation: The value of the content is enhanced by the lavishness of the packaging, which is mostly achieved by implementing symbols of tradition, consistency and reliability. Dark, warm, metallic primary colors are prevailing.