13/07/2012
It looks like Griffin's have nailed the latest packaging trend with their Choc-Ade relaunch - nostalgic packaging is on it's way...
http://www.industryintel.com/news/read/3377673144/Nostalgic-packaging-becoming-popular-both-year-round.html
LOS ANGELES, July 12, 2012 (Industry Intelligence Inc.) – Christmas packaging trends in 2012 will include nostalgia and a handmade feel, Packaging News reported July 9.
Brands that can create reassuring packaging are doing especially well in the face of global uncertainties, said managing partner Sarah Dear of the Leeds, England-based brand design consultancy firm Elmwood Design Ltd.
Nostalgic packaging is becoming popular both year-round and at Christmas, Dear said. Another popular packaging trend involves invoking a craft-like, handmade feel, said Creative Director and part-owner Matt Purkiss-Webb of London-based Honey Design, as reported by Packaging News.
In comparison to everyday packaging, gift packaging is intended to make the product seem special. Gift packaging is typically larger, more expensive, and uses more materials than standard packaging, Purkiss-Webb said. Gift packaging also generally involves more emphasis on attention and craft, he added.
Packaging News noted that, according to Dear, packaging could potentially become more luxurious, as cash-strapped consumers pick smaller but more thoughtful gifts and brands attempt to spruce up lower-value items in an effort to make them seem more special.
Retailers sometimes use reusable tins or jars to add value to their products. This type of packaging typically features a design that allows consumers to remove season-specific elements to make the container more neutral. This effort can be achieved via the use of gingham prints or cap covers, said Marketing Manager Charlotte Taylor of glass packaging manufacturer Beatson Clark.
Foils can be a good way to either add value to a product, or to spruce up otherwise neutral packaging designs, Managing Director Will Oldham of API Foils at API Group.
Personalized giving will likely also become more popular, with brands featuring a range of packaging options that customers can chose from, Packaging News said.
Other popular packaging trends involve designs that invoke thoughts of kindness and togetherness, include various characters or are humorous, Dear noted, as reported by Packaging News.
Brands should be careful not to overdo their holiday packing designs, or rely too much on products that invoke a craft-like, handmade feel, Dear said. If all retailers use the same packaging techniques, they will have trouble connecting with consumers, she added.
While observing that a “make do and mend” attitude could become more prevalent this year, Dear said that she hopes brands become more creative in their packaging designs.
The primary source of this article is Packaging News, Croydon, England, UK, on July 9, 2012
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