{"id":56838,"date":"2022-03-10T09:52:09","date_gmt":"2022-03-10T08:52:09","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=56838"},"modified":"2022-03-10T17:44:38","modified_gmt":"2022-03-10T16:44:38","slug":"newmaster-packaging-trends-2022","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/newmaster-verpackung-trends-2022\/","title":{"rendered":"The view from overseas: 3 packaging trends 2022"},"content":{"rendered":"
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A lot is happening in the world of packaging. An expert's view can help to provide the necessary overview. That's why, from now on, US packaging and design specialist Tom Newmaster will regularly share his thoughts on current developments in the packaging market here. Today's topic: the packaging trends of 2022.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Tom Newmaster knows a thing or two about packaging. The US designer has more than 30 years of experience in the industry and has worked with companies such as The Hershey Company, Pfizer and Zippo. In 2017, he founded the design agency FORCEpkg<\/a>. He regularly shares his thoughts on the packaging market for packaging journal.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Packaging trends are a bit like reincarnation - they are reborn again and again. But each time they evolve with more sophistication and promise. Many of us look forward to 2022 with the hope that the Covid situation is finally over<\/strong>, that the shelves fill up again and that brands find new and profitable ways to make friends with the planet. At the same time, we must keep our hopes for the coming year with a healthy dose of realism<\/strong> underpin it. With this in mind, let's take a look at three much-vaunted trends.<\/p>

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Is less more, or is less less?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The concept behind the Trend towards minimalist packaging<\/strong> is simple: in a retail environment where everything on the shelf is vying for your attention, it is the understated packaging that stands out<\/strong>. Minimalist design also has other advantages: It looks classy, is \u201ein\u201c<\/strong> (just think of Apple's boxes in the style of the Beatles\u201e \u201cWhite Album\"), and supporters claim that, it is more environmentally friendly<\/strong> (as fewer labels and other additional materials can be used). These advantages are said to be the secret of its great appeal. But is it also convincing?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Apple packaging speaks a clear design language. (Image: Saad Chaudhry\/unsplash)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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My research partner has put minimalist packaging to the test among consumers. The results do not exactly match the enthusiasm of the designer community<\/strong>. At least that's what Steve Lamoreaux, founder and CEO of Designanalytics<\/a>, a company that specialises in performance data in packaging design.<\/p>

This is what he had to say:<\/p>

\u201eThe potential impact of minimalism on communication is significant, as the communication performance matches the sales performance in almost 90 per cent of cases.<\/strong>\u201c This is according to an analysis of the Designalytics redesign database. However, the picture is not entirely bleak - Lamoureux pointed to some examples from brands such as Dark Horse and Sam Adams, who have strategically streamlined their designs with considerable success<\/strong>.<\/p>

\u201eMinimalism,\u201c he added, \u201ewhich reduces noise and makes it enables consumers to concentrate on the essentials<\/strong>, can be effective. But deleting key text or visual elements can be just as disastrous as adding elements that increase clutter without conveying anything meaningful. For this reason, such design data can be incredibly helpful at the start of a redesign initiative<\/strong> - They provide an objective view of which elements should be protected, edited or deleted.\u201c<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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