Imagine a quiet evening at home – after a long day of work, errands and kid’s practices, you pour a glass of wine to unwind. You scan the QR code on the bottle and operatic music suddenly pairs itself with the vintage, said to enhance its natural flavors. This is just one example of the most original design innovations seen in 2024.
A brand’s packaging is more than just pretty designs and colors. Consumers today want to be drawn into experiences rather than simply purchasing a product based on aesthetics alone. A great design evokes memories and emotions, crafting a meaningful connection in a consumer’s relationship with a product.
Here are some of the most popular design trends 2024 had to offer:
Bold & Minimal
This approach to packaging design eliminates cluttered messaging and excessive details, opting for a stripped-down aesthetic. It relies on bold color contrasts, prioritizing product information over brand logos or flashy graphics, resulting in a cleaner, sleek look. This design trend is gaining popularity in food and cosmetic packaging, resonating with a new generation that values authenticity and transparency in their products.
Ultra Contrast
Consumer attention is being sought after more than ever, and this trend is one eye-catching way to promote a brand’s experience. This packaging takes color schemes to the extreme. The technique employs sharp angles, vibrant color palettes and contrasting patterns to intentionally create clashing elements. This distinctive approach allows bold brands, like snack and beverage manufacturers, to differentiate themselves in a competitive market.
Discreet Packaging
On the opposite end of the spectrum, 2024 also saw some brands move toward inconspicuous, luxury packaging qualities that are all about creating allure and secrecy. Using intentionally subtle design choices, this method is focused on creating moments of discovery for the consumer. The style tends to use heavier packaging materials, unique finishes and elegant lines to make products feel particularly high-end, predominantly in cosmetics and skincare brands looking to elevate their consumer experience.
Vintage Reimagined
Nostalgia is making a comeback, but with a modern flair. This innovative approach combines traits from past eras with cutting-edge elements, resulting in a striking aesthetic that feels both reminiscent and new. The designs conjure positive feelings tied to the past while maintaining a sense of originality. Emerging beverage brands, particularly in coffees and hard seltzers, are finding success with this refreshed style.
Interactive Labeling
Interactive or “smart” packaging allows brands to engage consumers through QR codes, augmented reality (AR) and interactive labels, which can give the consumer access to exclusive content, product deals and promotions, or direct them to social media sites. It pulls consumers in and lets them connect with brands on a deeper level, while also allowing for customization to give personalized experiences. This trend is being incorporated on a myriad of packaging, especially in the food and beverage sector.
What design trends can we expect in 2025? Some brands have been experimenting with packaging cutouts giving the consumer a sneak peek into the container or allowing them to touch or smell the product. Using “window” panels carved in creative silhouettes is one unique way to compliment an overall design and a game-changer in some markets. Brands are also toying with moving the majority of their designs to the inside of the box, leaving a clean, glossy look on the outside, while the inside explodes with color.
Creative designs can tell stories, generate conversation and promote experiences that consumers today are looking for. The impact of a clever design could be the instant of connection – creating memorable moments and lasting loyalties.