Data Points: Packaging Trends that Stop Consumers in their Tracks

In today’s competitive marketplace, brand owners are looking for folding cartons that stop consumers in their tracks and prompt purchases, but designing such a carton is no simple task. The design must advance the product’s brand, provide dependable protection, promote supply chain efficiencies and cost savings, and remain a sustainable solution that promotes the well-being of the planet. To deliver outstanding designs, converters should keep current on—and position themselves to take advantage of—the latest economic and design trends.

Fortunately, the overall market for folding cartons is strong. With the economy recovering and employment on the rise, consumers are buying more premium and luxury products, which are generally packed in folding cartons, rigid boxes and other paper-based packaging. In fact, according to the 2014 Trends: Industry Outlook and Market Data Report, the total value of U.S. carton shipments is slated to grow at an annual rate of 1.3 percent over the next three years, with the greatest growth in the beverage, dry food, recreational and sporting, frozen food, pharmaceutical, miscellaneous goods, retail carry-out and cosmetics markets.

To accompany this list, a new and quickly expanding market for paperboard was identified at this year’s judging of the North American Paperboard Packaging Competition: medical and recreational marijuana packaging. In fact, for the first time in the history of the competition, not one but three entries were submitted in this emerging category.
So how can converters take advantage of an increasing demand for folding cartons as well as expanding market segments? A good place to start is to pay attention to the latest design trends, such as those identified at this year’s packaging competition.

The Wow Factor

As a whole, this year’s entries displayed previously unseen levels of graphic and finishing techniques that revealed how special effects can create a powerful sensory experience. The designs included packages with micro-embossing on a toothpaste box that simulated rough, plaque-ridden teeth; embossing on a beverage carton that simulated the warm leather of a woman’s luxury handbag; and a carton coating that provided the smooth feel of worn wood.

To stimulate imaginations and kindle desires, designers are designing packaging with bold, unconventional geometries and angles. Generally reserved for specialty products, these sculptural design elements are now being seen in the mainstream markets, particularly in the beverage, confectionery and cosmetics segments.

Although brands are looking to draw in consumers with high-end graphics, embellishments and unique structures, they may underestimate the costs involved in providing such special effects. Because of this, converters should look for innovative ways to offer less expensive solutions that achieve the desired effect, such as utilizing coatings rather than more costly specialty boards.

Worth its Weight

Today, brand owners are asking that packaging be more of a workhorse than ever before. In fact, quite a few entries in this year’s competition were designed to be strong enough to be displayed in pallets in the club store environment, thus eliminating the need for—and additional expense of—corrugated trays and boxes. More than any other segment, the cereal market has honed in on this trend for its club store products by using micro-flute paperboard, which has allowed them to increase carton strength and cushioning while still maintaining optimal printing capabilities.

Stackable Innovations

While branding and the consumer experience are key factors in a successful package design, so too is supply chain efficiency, which is being addressed with new, innovative stackable designs. For example, a six-pack can carrier entry featured a retractable handle that could be lowered so that the carrier could be easily stacked on pallets. A confectionery entry was designed so that different sized cartons could nest securely atop one another during transport as well as on shelf.

Designers are also more frequently developing cartons that connect together graphically when positioned properly in the retail environment. For instance, one liquor box entry featured a design that extended over three panels so when stacked on shelf with each of the three panels facing outwards, the overall design provided a sweeping billboard for the brand. Such connectivity and design “flow” will appeal to brand owners who appreciate attention to both aesthetics and cost-busting efficiencies.

With paperboard’s limitless structural and design capabilities, strength and sustainability—not to mention a forecasted market growth through 2018—the future for paperboard packaging is bright. By keeping an eye on the latest trends, thinking about efficiencies and cost savings, and adding unique, innovative solutions, converters can grow along with the popularity of their packaging.