Table of Contents
- Introduction
- The Evolution of CPG Design
- Crafting Differentiation Through Design
- Emerging Trends in CPG Design
- Conclusion
- FAQs
Introduction
Walk into a local specialty store or major retail chain, and you'll likely find brands like Graza, Fishwife, and Brightland adorning the shelves. These brands don't just offer products; they immerse you in a visually captivating experience, almost like stepping into an Instagram feed. This visual allure is no accident; it's the result of strategic design choices that cater to contemporary aesthetics. But how essential are these trends for consumer packaged goods (CPG) design? Are they merely a pursuit of the "Instagram aesthetic," or is there more depth to this phenomenon?
We'll uncover the nuances of CPG design trends, their impact, and whether they're here to stay. We'll also delve into the specific branding strategies that have set successful brands apart, offering practical tips for brands looking to carve out their space in the market.
The Evolution of CPG Design
The Pendulum of Design Trends
The late 90s and early 2000s were an era where CPG design was dominated by call-outs and stickers boasting benefits like "33% less fat." This "over the top" and somewhat "ugly" style was the norm. However, the 2010s witnessed a dramatic shift towards minimalism. Brands stripped down their packaging to simple, sans-serif fonts and pastel colors, a trend often referred to as "blanding."
Today, the pendulum has swung back, driven by the rise of social shopping and the dopamine-charged, color-forward aesthetics popularized by Instagram. This visual renaissance is not just a fleeting fancy but an evolution in response to consumer preferences. Big brands, from Jell-O to 7UP, are embracing this trend, dialing up the colors and playfulness to evoke joy and engagement.
The Risks of Chasing Trends
While the "Instagram aesthetic" is popular, it's fraught with pitfalls. Many brands approach design with the sole intent of creating something visually appealing for social media. This superficial strategy can backfire, as aesthetic appeal alone doesn't translate to brand longevity or customer loyalty.
When brands solely chase trends, they risk:
- Losing Authenticity: Mimicking popular styles can make brands seem insincere or unoriginal.
- Short-Term Appeal: Trends are, by nature, fleeting. What’s “in” today may be “out” tomorrow, making it unsustainable.
- Overcrowded Market: The market becomes saturated with similar-looking products, leading to brand indistinction.
Crafting Differentiation Through Design
Case Study: Gander's Branding Successes
In 2015, Gander redefined what a pasta brand could look like with Banza, a chickpea pasta brand. Unlike the minimalist trend dominant in the market, Banza's packaging was bright and expressive. This bold choice resonated with consumers, transforming Banza from an obscure brand into a staple in 25,000 retail locations, including major chains like Target and Walmart.
Similarly, Graza, an olive oil brand with a design crafted from scratch by Gander, achieved over $48 million in revenue and secured shelf space in more than 13,000 locations. These successes illustrate that standing out in a crowded market requires more than following trends; it necessitates a distinct and authentic visual identity.
Practical Tips for Brands
Drawing from Gander’s ethos, here are three essential tips for brands aiming to stand out through design:
- Emphasize Authenticity: Ensure that your design reflects your brand's true identity and values.
- Innovate Beyond Trends: While it’s okay to be informed by trends, avoid replicating them. Instead, innovate and set your own visual language.
- Prioritize Cohesion: Your packaging should tell a consistent story, from the first glance to the finer details.
Emerging Trends in CPG Design
Next-Level Food Photography
Mike McVicar, co-founder of Gander, highlights one trend: the use of high-quality food photography on packaging. A decade ago, food photography on packaging was rare, and even when used, it often failed to look appealing due to printing limitations. Today, influenced by social media, consumers expect packaging that not only looks good but also stirs their appetite.
Brands are investing in top-notch food photography to make their products look irresistibly tasty. This trend aligns with consumer desires for visually appealing and appetizing products, making it a promising direction in CPG design.
The Dopamine Aesthetic
Bright colors, bold fonts, and playful, creative illustrations are leading the dopamine charge in packaging design. This approach leverages the psychological appeal of joy and excitement, attracting consumers in an increasingly competitive retail environment. The dopamine aesthetic is effective because it directly targets the emotional responses of consumers, making products more desirable.
Sustainable and Ethical Design
Sustainability in packaging is moving from a niche concern to a mainstream expectation. Consumers are increasingly aware of environmental issues, and brands that prioritize sustainable packaging design not only attract ethically-minded consumers but also contribute positively to the brand’s image. Implementing eco-friendly materials and minimizing packaging waste are critical steps in this direction.
Conclusion
Trends do matter in CPG design, but they aren't the be-all and end-all. The landscape of CPG packaging design is a pendulum that swings between extreme ends—from over-the-top designs to minimalistic blanding and now to a dopamine-charged renaissance. While chasing trends can offer short-term visual appeal, it is authenticity, innovation, and a deep understanding of your brand's identity that ensures long-term success.
Incorporate high-quality food photography, embrace bright and joyful aesthetics, and prioritize sustainable packaging to not only align with current trends but also to create a lasting and impactful brand presence. By doing so, brands can connect emotionally with consumers, ensuring not just a place on the shelf but also in the hearts of shoppers.
FAQs
Q: How important are design trends for the success of CPG brands?
A: Design trends can boost visibility and appeal, but the key to long-term success lies in authenticity and innovation beyond merely replicating trends.
Q: What is the "dopamine aesthetic"?
A: The dopamine aesthetic involves using bright colors, bold fonts, and playful illustrations to create visually appealing packaging that evokes joy and excitement.
Q: Why is high-quality food photography becoming a trend in CPG design?
A: Influenced by social media, consumers prefer packaging that looks appetizing. High-quality food photography meets this expectation, making products more desirable.
Q: How can brands avoid the pitfalls of chasing trends?
A: Brands can avoid these pitfalls by staying authentic, innovating beyond trends, and maintaining a consistent and cohesive visual identity that reflects their core values.
Q: Why is sustainable packaging design gaining popularity?
A: As consumers become more environmentally conscious, they prefer brands that prioritize sustainability. Eco-friendly packaging helps attract these consumers and enhances brand image.
By understanding and leveraging these insights, brands can navigate the evolving landscape of CPG design with greater confidence and impact.
