2018 Trends ( Cont’d from Page 7)
calm and clarity for shoppers in an increasingly hec- tic retail environment.
they may reject brands if they feel overloaded with information, which leads to questioning of prove- nance, authenticity, and transparency. Indeed, 39 per- cent of French consumer s feel that excessive information on food and drink packaging can make it hard to trust a brand. Every package must create an emotional reaction for consumers at the point of sale. Where mass brands often fear stepping outside a category’s de- sign status quo, craft brands often pare back too far and become candidates for de-selection due to being too far outside consumer’s comfort zones of market- ing expectation. The “essentialist” design principle bridges the di- vide between not enough and just enough of what is essential for consumers to make an enlightened and confident purchasing decision. Consumers are more likely to trust brands when messaging and claims are succinct and easy to under- stand. On-pack communication that eliminates excess information and design elements to help consumers focus on key product qualities or package functionali- ty can lead to greater customer engagement. Brands must bring the next generation of clean label to packaging design to provide a moment of
Sea Change Plastic packaging adrift in the world’s oceans will become the catalyst driving brands to rethink pack- aging in a context consumers can understand and act upon. Sourcing packaging material from sea waste high- lights the greater sustainability issue, but is not a solu- tion in and of itself. Reducing the likelihood of packaging waste entering the sea in the first place of- fers greater potential for reducing the impact of plas- tic packaging on the ocean environment. Committing to the use of recycled content in all packaging can help drive the circular economy, reduc- ing ocean plastic by ensuring an efficient route for packaging from the consumer back to the producer. Brands such as Coca-Cola are leading the way when it announced in 2017 that it would increase the amount of recycled plastic in its bottles to 50 percent by 2020. This aligns with eco-conscious consumers such as the 36 percent of Australians who prefer products that are sold in eco-friendly packaging. Using plastic recovered from the sea to create new packaging has been used by ‘eco’ brands such
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8 January 8, 2018 Flexo Market News
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