Trends in designing confectionery packaging

Utility design is susceptible to trends and fashions that shape the aesthetic taste of consumers – by definition, it should fit into a framework that will attract the recipient’s attention and establish an emotional bond with them. Packaging design, especially in the context of sweets and other FMCG products, is particularly demanding – most of these products must often change in response to the constant expectation of innovation – novelty, otherness, surprise.

By looking at the packaging of new products that appear on Western markets, one can identify phenomena that affect their aesthetics and the directions of further changes.

Handcraft = authenticity

Characteristic of this trend are very graphic, austere forms – fonts imitating handwritten, rather careless writing appear (resembling, for example, incised inscriptions on benches) or solutions inspired by retro style. Illustrations in the form of handwritten, simple drawings are used. Natural, often pastel color palettes dominate.

This trend was a counterbalance to commercial, corporate design, but quickly became a mass phenomenon in its own right. It is a response to the movements of consumers who no longer want to rely on or trust large, recognized brands – it was supposed to be a complete departure from the image they create.

Handwritten writing and cheerful illustrations give the product a more human character and make it look hand-made – something completely opposite to an artificial product of mass production.

Consumers are increasingly leaning towards authentic, sincere, quality products. They don’t have to be complicated, it’s just about showing a connection to something real, friendly, trustworthy – something that is backed by another person and not a heartless corporation.

The raw nature of visual authenticity can be used not only by new brands, but also by those that want to reconnect with consumers. This applies not only to small, artisanal companies – these solutions are increasingly used by mass brands.

Product in the foreground

Packaging designers are increasingly looking for ways to combine the product and graphic elements on the packaging in such a way that an interesting visual story is created (which will surprise or amuse the recipient). Both 2D illustrations and 3D photos or visualizations are used for this purpose – the key is the idea of ​​how to use them to emphasize the key features of the product, evoking specific associations in the recipient.

The main goal here is to draw attention – so strong, expressive forms and intense, saturated colors are used.

Less is more exclusive

The main characteristic feature of this trend is the small number of elements – only the necessary ones appear, and they are additionally treated very subtly (sometimes reduced to simple, even iconographic forms). Similarly in the case of colours – sparing, natural palettes are used. The role of texture becomes important – the packaging should be pleasant to the touch (the texture of thick, handmade paper or canvas works well in this case).

This elegant minimalism is to elevate the product to a higher level – to give it an exclusive character even without the support of a luxury brand. Quite the opposite – it is a contrast to luxury understood through the prism of flashy, shiny, exaggerated forms.

At the same time, however, it is not about the packaging being “poor” – it is a very important element of the brand experience (almost as important, and sometimes even more important than the product itself). For example, additionally lining a box of pralines with delicate tissue paper with a discreet logo print will emphasize the luxurious nature of the product, and if all other elements of the packaging are “classy”, the product may be perceived as luxurious, even if it is not backed by a strong brand with a long tradition.

For FMCG products, packaging is very important – it can be an advantage, distinguish the product, determine its success or failure. A brand that wants to exist and defend its position on the market must constantly monitor trends and take advantage of opportunities – look for combinations that will reach and convince the largest possible group of recipients.