INTHEBLACK April 2022 - Magazine - Page 57
Left and below: A
noticeable trend in
packaging is brands
using art-inspired
packaging and more
creative typography in
order to extend brand
experience to
customers who order
products online.
DESIGN
PACKAGING
TRENDS
Packaging can be a potent marketing tool. Shayne
Tilley, senior director of marketing at 99designs by
Vistaprint, offers insights on current packaging trends.
PRODUCT NAMES
FRONT AND CENTRE
Product names are the star of the show. Instead of
using illustrations, imagery or logos to make the
product stand out, these designs leverage creative
lettering and typography to leave no doubt about what’s
inside. For example, you know exactly what’s in the
Forbidden Foods range of rices or Actual Seltzer cans.
O R G A N I C A L LY S H A P E D
COLOUR BLOCKING
Colour blocking as a packaging design concept is
nothing new, but what is trending are the unique
textures, colour combinations and organic shapes that
are being used to appeal to our collective need for
calm as we shrug off the past two years. From
chocolate to gift boxes and cans, this trend spans
industries and sectors.
T E C H N I C A L A N D A N AT O M I C A L
I N K D R AW I N G S
While minimalism has long reigned supreme in
packaging design, intricate and technical illustration
styles are also having their time in the sun. Placed
against simple and striking backgrounds, designs like
those featured on the bottles of Fin Wines wouldn’t
look out of place in the pages of an encyclopaedia.
A U T H E N T I C A L LY V I N TA G E
U N B OX I N G E X P E R I E N C E S
Vintage packaging trends never die, but there’s a
greater emphasis on treating packaging as an
immersive in-home experience that transports
consumers to another time. Tasmania’s Lark Distilling
Co. launched its Symphony No.1 Blended Malt Whisky
this year, but the materials and textures used in the
packaging make the product feel like something
straight out of the history books.
intheblack.cpaaustralia.com.au April 2022 57