Fashion Victims

To what extent should packaging design be 'on-trend'? Other areas of design, such as fashion, interior and industrial design are known for their cutting edge adherence to new trends and directions. As designers, it is our responsibility to guide clients on the best way to keep products relevant and future-focused, while still creating work that is still solid and timeless in its execution. While nothing lasts forever, it's important to note that due to the costs involved with large-scale printing and packing, designers and brand managers need to ensure that they remain true to their product intrinsics and avoid following trends that may disappear after one or two seasons. 

Keep it straight and simple

Partially influenced by the new consumer legislation, the trend towards clean and graphic
packaging continues to gather momentum. Non-gimmicky typefaces, bold colours
and curated layouts ensure that your product range is always easily
identifiable, navigable and true to itself - those that keep their eye on the
British and European markets will see this trend very strongly represented
abroad.

Keep it real

In the food and beverage arena, appetite appeal is key. Given the abundance of
great local produce and an increased focus on healthy, wholesome and unfussy
cooking, it's time to throw out the over-styled food-shots often seen locally.
Keep your photography fuss-free, engaging and realistic - consumers will
appreciate your honesty and warmth.

Keep it clean

Sustainability - it's the buzzword on everyone's lips! And there is no time like the present
to do what you can to be a responsible manufacturer or designer. Smaller-sized
producers in particular are able to focus more quickly on this without the
massive overheads often needed by larger producers. Again, consumers appreciate
honesty, and if your product is part of the new generation of environmentally aware
brands, you are well placed to differentiate your product in the marketplace.

Every rule has it's exceptions, and what works for some, doesn't for others - at the
end of the day make sure that your brand's packaging is the most honest
representation of your consumer promise, and let the design be there to enhance
that - never be a slave to fashion!