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There is no escaping product labels and packaging, they are everywhere!
Since the beginning of 2018, the label & packaging industry has had to adapt to consumer trends. Strategic innovations have been implemented to ensure that we leverage these trends for the best print and packaging outcomes.
We’ve taken a look at these three trends that brands should look out for:
Sustainable packaging is the development and use of packaging which results in improved sustainability. Sustainable packaging is no longer focused on just recycling. Just as packaging is not the only eco target, although it is still top of mind for many brands. Right or wrong, packaging is frequently scrutinized and used as the measure of a company’s overall sustainability, even though it may contribute only a small percentage to the total eco-impact compared to other things, such as transportation, and water and energy use.
Brand owners are looking for higher performing label options that permit them to retain low manufacturing costs. For instance, heat-shrink and stretch sleeve are new label technologies that have been gaining popularity recently because of their advanced features. Consumers are raising environment and sustainability issues against packaging manufacturers. Increasing environmental concerns have led to more emphasis being placed on the sustainability of the environment, the use of recyclable materials in labelling (especially plastic), and the use of resins derived from renewable resources.
Consumers have grown to make purchasing decisions based on shelf life and pack disposal. This means that brands have to produce packaging that is functional by leveraging new innovations & technology. Brands need to exploit on-pack communication tools to educate consumers on the benefits their packaging, drive education & engagement as well as consumer feedback off pack.
Environmentally friendly materials have proven to work in sustaining product packaging. It requires analysis and documentation to look at the package design, choice of materials, processing, innovation, and life-cycle.
Personalisation is a great way to make your product and packaging unique. It builds a stronger relationship with consumers/customers. The demand for tailored products is growing. The industry is moving away from a scenario where the brand dictated what the consumer needed, to one where the end user plays an active role. Product personalisation/customisation even changes a consumers behaviour, how they engage with the brand and how the brand then reacts.
Consumers resonate with brands/packaging that communicates with them on a personal and purposeful level. Add value or they disengage. Take the value of a name on a product for example – for brands aiming to create personal and one-to-one connection with audiences, it tends to be a simple but highly effective approach. With consumers supposedly taking an average of three to seven seconds to pick a drink from a supermarket shelf, using a name is an instantaneous way of catching attention and increase sales.
Consumer Demand for Convenience
The need for on the go packaging is growing rapidly. One of the major factors driving the market is the growing need for convenience for customers. The packaging industry has understood the changing demand of customers and is catering to these changing preferences. The busy life of working professionals urges them to seek convenience in daily-use products, such as food, beverage, and toiletries. They look for products that require the least effort and time to open, store, and carry around. Moreover, manufacturers are considering the disposal of the packaging after use, thereby producing packaging products that can be disposed of quickly.