Why design is one of the most impactful agents of change
Great article written by Natalie Chung, Creative Director at Pearlfisher London on the future of packaging.
“How we consume and connect with brands today is rapidly changing. As we move into the future, this presents both a challenging and exciting opportunity for packaging design, as one of our most important consumer touch-points and cultural markers.”
Natalie predicts 5 trends when it comes to packaging that is worth mentioning:
Increased personalisation – rather than products, we will want to buy providers of services that make our lives better. This will present new, if complex challenges for brand packaging and design to provide solutions with a strong designer’s aesthetic.
Home production – in a similar vein, we will look to create home production experiences, expecting brands to provide prescriptive but original viewpoints that allow us to interpret them to fit around our own lifestyles at home, taking us beyond the brand.
Shape-shifting – new ideals, new concepts of structure and new innovations in materials and technologies are shifting consumer perceptions of the physical form; steering new directions for brands and culture as a whole as we inevitably move from the brand design we know today to the biomimicry of tomorrow.
Scaling innovation – brands still need to succeed within the mass market but must address a moral, social, political and ethical agenda. We expect to see a stream of diverse and creative initiatives but what will be most interesting is to see how brands meet this new need through brand and packaging design, to bring innovation to life – and to better lives.
Sharing stories – brands need to refocus on just how they create, share and help us experience their stories. Today’s memorable brand stories are the ones that are able to break out of the category style, engaging and innovating in a new and distinctive visual and written narrative across all touchpoints from location to packaging that is refreshingly unique to create a deep connection and lasting legacy.
Can't wait to apply these insights on upcoming projects!