Sometimes, a package is just a package, but it doesn’t have to be. Now more than ever, we’re seeing brands use packaging as their very own canvas – a place to show their potential customers who they really are, what they stand for, and crucially, what the products can bring to those who buy them. How can you use your packaging to embrace your audience’s sentiments while standing out from the crowd? Let’s take a deep dive into one of six emerging, exciting packaging trends.
We are seeing a number of emerging trends in packaging, and few capture the prevailing feeling in the world better than the one we call ‘Full Spectrum’. This trend is like a collective exhale after the extended period of global restraint, and it champions diverse thinking, colourful expression and radical self-acceptance.
2023 will likely see a growing demand for more indulgent and extravagant everyday consumables, and this will be reflected in innovative products wrapped in colourful, creative packaging.
The colour palette for this trend is full of vibrant, contrasting tones that cover the whole rainbow, and this makes it ideal for testing alongside new, innovative products. It aligns perfectly with a trend we’re seeing in the UHT milk category – that of more indulgent flavours and textures, and people seeing these drinks more as snacks and, in some cases, desserts.
Here it would make perfect sense to match dessert-inspired flavours with the bright pinks and blues in the Full Spectrum trend, allowing the package to really stand out on the shelf while encompassing a sense of fun and adventure. By embracing this trend, you can spread optimism while portraying your product as forward-thinking, while forming a joyful and meaningful connection with your customers.
Many of your customers are likely digital natives, especially with the target groups in mind for lifestyle-oriented ambient products. This means they often look to join real-life experiences with their digital presence. What better way to encourage that than by ensuring your packaging lives online, connected to the world through QR codes or hashtags.
The package can be a doorway to an entire online experience, where your customers can easily share their thoughts on your products. This approach can help create a seamless experience for your customers, encouraging them to make a deeper connection to your brand.
By embracing the energy of the Full Spectrum trend, your product is almost guaranteed to stand out from the crowd. The colour palette is bright, lively and full of contrasts, and everything has a futuristic, shiny feeling. There are electric blues, bright pinks, vivid greens and deep reds, and everything in between. They are bold, but the colours can also be muted with a slight pastel edge to them. Above all, the trend is about fun and optimism, and if you can harness this energy in your product as well as your package, it’s sure to be a success.
At Tetra Pak, we are dedicated to continually studying and monitoring consumer trends and behaviours. This gives us the insights we need to be able to help our customers grow while building a strong foundation for the future. Full Spectrum is just one of a few packaging trends set to make an impact in the coming years. If you want to learn about the rest, or discover how you can implement this one into your packaging plans, get in touch and we can book a meeting.
THE INTEGRATED EDGE
Did this packaging trend inspire you to create your own package? Or do you want to find out more about what it can be? Then take the opportunity to explore some of our packaging solutions for ambient milk.
There is more to learn about what drives the evolving milk industry. In our trend report, you’ll get a closer look at the consumer preferences and behaviours behind these emerging, exciting opportunities.