Packaging design : Minimalism or Big & Bold?

It’s fair to say that we test a lot of packaging here at Marketing Sciences – more than 2,800 packs to date and still rising. That puts us in a really good position to take a step back from time to time and look at the bigger picture. Are we seeing any trends in what design agencies are developing?

In the last year or so we’ve seen two very different trends – one uses big, bold and bright colours, the other the exact opposite using minimalism, simplicity and natural/eco-friendly.

There are strengths and weaknesses to both trends and our qual team have been working on understanding what is best for a number of client brands.

The use of bold colours on packs is a balancing act, especially when it comes to selling healthy products.  Bright colours can suggest a brand is confident and brave and can convey the message that healthy is fun, emphasising positivity and optimism rather than dwelling on the negatives behind a healthy diet.

However, colours which are too bright imply unnatural, artificial products. Conversely, dialling down the colours can make consumers think the product is more natural, but may also suggest that it will be bland tasting.

Minimalism and simplicity can be very appealing – consumers don’t like busy, cluttered packs since it takes them too long to pick out the important information about the product. However, brands adopting a minimalist approach need to tread carefully – too little activity on pack and you risk consumers thinking that you lack substance or have anything to say.

To succeed brands need to know the key message that differentiates them from their competitors and which consumers find compelling, and then make sure it is prominent on-pack.

For more discussion on the how your packaging can win at the fixture, read my further contributions in Packaging News here.

Sign up to our latest blogs and newsletters

Chris Peach
01962 842211
Article date - 09/10/2013
View all articles by this author

Let us know your thoughts


twitter in facebook google youtube

Welcome to Walnut Unlimited: The human understanding agency.

Marketing Sciences Unlimited has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

We want to help you better connect with your customers and believe these human insights deliver brand growth.

Created by bringing together all four of the Unlimited Group’s insight agencies: ICM Unlimited, ICM Direct, Marketing Sciences Unlimited and Walnut Unlimited we will deliver a new offer which is greater than the sum of its individual parts.

To read more about Walnut Unlimited click the button below, but to continue to read this page please close this pop-up.