Best Package Design of 2021

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5 Key Elements to Great Package Design

Clarity and Simplicity

Fifty-six percent of consumers say that an exciting and eye-catching label draws them to a product immediately. This is important information when it comes to package design, especially food package design. Because it’s likely your product will be sitting next to one that is extremely similar.

When it comes to design, simplicity is key. You don’t want to overwhelm or confuse your audience. This might sound counterintuitive considering you want your design to stand out, but often times simplicity and clarity are key elements that the human eye will look for when on a shelf full of the competition.

Package Design Features Clarity and Simplicity Fiasco Gelato

Honesty

94 percent of consumers are more willing to commit to a product and brand if it commits to full transparency. That means that consumers want to see brands talking about their products, and showing their products, as honestly as possible.

Honesty is the best policy, of course. And consumers aren’t as dumb as you might think. Honesty matters. Transparency matters. Therefore, your packaging needs to be transparent and honest. You can’t claim your product does something it just doesn’t do.

Package Design Branding Honesty Brink's Free-Range Chicken

Authenticity

When it comes to content, 84 percent of consumers say that authenticity is vital if they intend on following through with a purchase. They want brands to be true to themselves and their product. They’re not here to be fooled.

When it comes to packaging design, consumers want to know all the facts and want these designs to be in line with the brand as a whole. As we’ve said, consumers are far smarter than some people give them credit for. They want you as a brand to know your brand identity, stick with it and provide them with the products you’ve always provided them with.

Package Design Features Authentic Brand Identity Jose Cuervo

Shelf Impact

Thirty-six percent of the global cosmetic market is made up of skincare products. That means that skincare brands need to have a package design that sells and helps them stand out — a package design with a lot of shelf impact.

A product is never truly seen on its own — not when it’s up on a shelf next to dozens of competitor brands. It is always looked at compared to something else. This happens with food packaging like it does with cosmetics. When you go into a store, you see dozens of brands until one stands out.

Glossier Shelf Impact Packaging

Scalability

Most brands start out with one concept. One product. This is their bread and butter. Then slowly, they cultivate their audience, grow their brand, and expand their offerings. Brands don’t start out offering the moon and stars until they’ve perfected how they can sell a spaceship.

This means that your design needs to be versatile and adaptable. Just because you sell milk doesn’t mean your design should be in the shape of a cow. What if you then want to start selling coffee or dairy alternatives? A cow just won’t work. That’s why extensibility is key to design. There needs to be a fluidity and flow to your design.

Scalable Brands Package Design Clutch

5 Statement-Making Package Design Trends Taking Over 2021

Minimalism

“Minimalism is a perfect marriage of form and function. Its greatest strength is clarity of form — clean lines, generous white space, and minimal graphical elements bring simplicity to even the most confounding subject matter. That is, of course, if it’s used effectively.” —  Nick Babich

Minimalism is a growing design and lifestyle trend that has taken over in recent years, and in 2021 this trend will continue. With simple colors, clean lines and plenty of open space, this simplicity has a way of drawing consumers in and making them invested in the product at hand.

Minimalism Packaging Design Smuld House

Pastel Colors

Research shows that color has a major effect on mood, perception and consumer behavior. All colors can make you feel an emotion, which is why you’ll notice most social media brands use the color blue. Similarly, if you want to make your audience feel a certain way, you have to be careful about colors. One type of color that increases a sense of calmness and comfortability are pastels.

Pastels are a light and airy way to add some femininity and subtlety to your design. These colors are simple, elegant and refined — styles that are on the rise this year. This soft and engaging palette of colors opens up your design and gives it space and sophistication.

Pastel Colors Packaging Pastel Colors

Vintage Appeal

Vintage design is powerful — because, as they say, those who don’t learn from the past are doomed to repeat it. Vintage designs pull from all the elements that have worked from the past and give them a major facelift for the present.

Everyone loves a good throwback, which is why vintage design trends are so effective. They show history, dedication and a commitment to their products and customers. Vintage designs are fun, exciting and bold. They grab attention and instill a level of satisfaction and nostalgia within audiences.

Vintage Package Design Mutti

Black & White Package Design

According to color psychology, the color black makes people feel a sense of power, elegance, mystery and formality. The color white, on the other hands, gives off an air of purity, innocence and integrity.

Black and white designs are sleek, sophisticated and strong. They often incorporate elaborate illustrations and intricate designs. And the stark contrast between the two powerful colors makes a tangible impact. Black and white designs often pave the way for bold typography and noteworthy patterns that immediately pull you in.

Black & White Package Design Sade Schnapps

Eco-Friendly Package Design

Forty percent of consumers want eco-friendly and green packaging, with 31 percent saying they’d choose a brand based on sustainable packaging. And 51 percent of U.S. consumers say that packaging waste is a major environmental issue they want to be solved.

With scandal after scandal about environmental mishaps coming to light every day, eco-friendliness has become an increasingly popular trend. People want products that are sustainable and healthy for the environment. And they’re willing to choose brands based on these green values alone.

Eco-Friendly Package Design Stor