Are you an established brand looking for a facelift? Maybe you're a young entrepreneur who has broken out into the retail world but feel like you haven't found your voice yet. Every brand is unique, and you want your packaging to be a true reflection of your product.
What image do you have in your mind when you think of your brand? Sleek and modern? Honest and organic? These adjectives are just a few ways to describe the strength of minimalist design in marketing to your target demographic. Keep this in mind when considering if minimalist design is the right fit for your brand.
Minimalist design is nothing new, but it's been getting some major love in recent years. One of the main drives behind this shift in packaging design is a changing consumer dynamic. In a world increasingly over-saturated with content, consumers are constantly bombarded with visual "clutter" in the form of social media feeds and retail shelves. Within this chaos, minimalist design reigns as a refreshing change of pace.
Along with the newfound appeal for simplicity in design, consumers are committed to "smarter" spending. An emphasis on sustainability and organic content has shaped current purchasing habits and idealogies. Smartphones are no longer the wave of the future, they are our very real present. With this valuable tool readily available at their fingertips, consumers have grown more aware of their purchasing power and use it to carefully research a product before taking it home. If your packaging is clean and simple, it appears more trustworthy to conscientious consumers. More and more, spending habits are guided by the perceived transparency and sustainability of a brand.
So how does this translate to the power of your brand to catch a shopper's eye? More importantly, how does it influence them to become your next customer?
Here are a couple tips to consider when evaluating a modern makeover for your brand.
Typography helps these minimalist designs stand out as part of the same brand. Designer Credit: Edith Morin.
Keep it simple It may feel counter intuitive to include less information on your packaging. After all, how will your customer know all the benefits of using your product if you don't tell them? It feels daunting at first to try to boil down all your hard work into a few simple words or phrases.
However, there is power in simplicity. Think of the words, or image, that you want to stick out in your customer's mind when your packaging catches their eye. By narrowing down what is most important about your product, you are controlling the heirarchy of information that filters through to your audience. This is how you shape the way that your customer identifies with your product.
Simple lines and muted colors create a clean and organic look. Designer Credit: Enes Onbas.
Keep it clean There is a psychological connection between minimalist design and the perceived trustworthiness of a company. When we look at a package that is free of frills it feels more eco-friendly and honest. The impression that we get is that the product is so solid that it speaks for itself, and that your brand feels so secure that it doesn't have to resort to the bells and whistles of other brands in an attempt to lure customers in.
There is a deeply subconscious perception that minimalist packages are more sustainable. Technically, every paper folding carton on the shelf next to yours is just as recyclable. But a clean packaging design has the connotation that your company is more environmentally conscious.
If sustainability is at the top of the list when it comes to your company values, you might want to consider how your packaging design conveys those values.
Minimalist design is a big trend right now, and by all accounts it's here to stay. While we know that not every trend is worth chasing after, they can be a good reminder to re-evaluate the priorities of your brand. Design trends mirror the shift in consumer spending, and the way that you approach these trends can have a big impact in the way that your product finds its way to your next customer.