2023 packaging design trends
The new year is upon is, which means alllll the trends for the year are coming out! We love this time as a way to reset, re-evaluate, and make sure we're on top of what's happening in the design world. With digital printing becoming the norm and ecommerce still growing steadily, it seems easier than ever to stay nimble and adaptable with the changing marketplace. Of course, we don't want to get too trendy if we're creating long-lasting packaging, but incorporating some of these elements will help keep you relevant. Here's what we're seeing ahead for packaging design in 2023!
Connecting your packaging to your brand story and overall marketing strategy is always the first place to start. New innovations and brands are popping up every day, so it's important to communicate to potential consumers WHY your product is the best. Is it your sustainability or organic message? Maybe it's that your start was in a small kitchen and you still taste-test your batches to find the perfect one. Whatever the case, make sure to set yourself apart!
How will you draw attention to yourself through packaging design in 2023? Here's what we see!
- Bold Fonts - in the ever-crowded store aisle, your packaging will get lost more than ever before. Bolder fonts with a higher contrast from foreground to background are still trending this year and will be around for a while. You have just seconds to command attention to your product, so make it count!
- Brighter colors - we're seeing a resurgence in brighter colors at the grocery store. Even for the more organic brands, earth-tones are on their way out for now.
- Packaging Billboards - creating a packaging design that works together when placed next to each other is more likely to stand out to a consumer. Maybe your lids are all a distinct design, or the designs on the face of your boxes all flow together.
In food packaging, this debate has been ongoing for a while. Currently, we're seeing a rise in illustrations on packaging, and a change in the way food photos are presented. In a nutshell, everything is going bolder. Illustrations are larger, brighter and less complex. Not as much "grunge" as 10 years ago. Photos are also getting larger and less busy. Instead of a bowl of food, we're seeing one or two pieces enlarged or ingredients called out through big individual photos on the primary display panels. Much of this has to do with the consumers' ever-growing obsession of transparency in what's actually in their food. When you have a bowl of stuff with multiple garnishes, it feels like you're hiding something.
Sustainability is not so much a trend as much as it is the changing future of packaging design. Consumers are growing more conscious of how products interact with the earth and as brand there is a responsibility to ensure that what we create doesn't further exacerbate the current climate crisis. Convenience is great, but so is a living planet. Many brands are working to eliminate non-biodegradable plastics and incorporating more recycled materials into packaging. Printing directly on a can rather than a shrink-sleeve, using uncoated processes that are easier to break down and encouraging customers to reuse glass jars are all ways we're seeing a rise in sustainability.
Simplicity is key in 2023, though this doesn't mean boring! Here are ways we're seeing brands simplify their packaging this year.
- Limited color palette - just because you CAN print 25 colors on the front of your package doesn't mean you SHOULD.
- Less gradients and fuzzy drop shadows - gradients were big in the early 2000s but we're seeing them decline for the sake of simplicity. Also, brands are using harder, bolder drop shadows instead of soft and fuzzy ones.
- Limited PDP callouts - pick one or two things you want the consumer to know, and put the rest on the back or sides!
- More negative space - see above. If there's too much to look at on the front of the packaging, it might just be put back on the shelf. This is also just good design advice and less of a trend. You want the important info to stand out, and the rest to fade away until the consumer wants to see it.
We're seeing more brand partnerships than ever before, and of course this makes its way into packaging designs. If you're looking for some product innovations in 2023, it would be worth considering a partnership for mutually beneficial marketing tactics and aligning yourself with brands that have similar values.
Ok, definitely not a trend but we feel like it needs to be said! Especially if you're considering a packaging redesign which can be costly and require lots of marketing backing, you'll want to create a design that resonates with customers. Just because a few people think it looks pretty doesn't mean it will perform well. Most redesigns see a slight dip as customers get used to something different, but you don't want that to last very long. Also, evaluating similar types of products in your category as well as store brands is helpful for standing out and not getting lost on the shelves.
So there you have it - the packaging design trends to watch out for in 2023. We can't wait to see how brands will take these ideas and run with them. Who knows what kind of wild and wonderful packaging designs we'll be seeing in the future? One thing's for sure - we'll be keeping our eyes peeled and our imaginations open. If you're ready to elevate your packaging design, send us a message and we'd be happy to setup a discovery call and find out if we're the right fit.
