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Trends in packaging design
JD
What are your clients pushing for?
SB
Everyone wants color coding. If your soft drink is orange flavor, then the label is orange and then blueberry has to be blue and strawberry is red. It drives me crazy but it’s tried and true. And clients seem to always want their logo bigger, which isn’t always the best idea.
JD
What do you see that is interesting in design these days?
SB
A lot more use of recycled paper products. I’m seeing a lot more products let the packaging show through, rather than cover it entirely. It’s nice to show the actual paper stock, it gives the impression of a natural product. It’s great for the organic and high end products. Just changing the weight of the paper stock can make a product feel more expensive. Picking up a cardboard box that is kind of bendy and flimsy gives a bad impression. If you look at it and it closes in an interesting way or is a perfect square, something you almost never see, then you are intrigued. Sometimes it’s subconscious but it registers with the consumers.
Sherry Bissonette is a package design consultant, and owner of Sherry B Design. She creates private label branding for distributors, and frozen food and snack food manufacturers.
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