Opening Lines
Trendy Design
By Marie Redding, Senior Editor
When a package is designed for the launch of a new product, one of the most important details marketing teams consider is whether or not it will have lasting appeal in the marketplace. Consumers are fickle, and a package they find attractive now may seem less appealing next year.
Trend analysts and forecasting services are often used to help determine the difference between a passing fad and a genuine trend that could continue for a long time. On June 8, Line Tousignant, trend research manager of Peclers Paris, conducted a seminar about the expectations of the future consumer. Held during Luxe Pack New York at The Metropolitan Pavilion, the event featured a slide show of images representing four upcoming directions for trends.
The first trend was described as “A Society of Dissonance,” which will be propelled in large part by what Tousignant called the “Instant-Messaging generation.” According to Tousignant, it will take more intellectual design concepts to appeal to a younger generation growing up with e-mail and cell phones. The younger market will continue to be attracted to miniature, portable, and practical packages.
The second trend direction Tousignant spoke about was “Unisson,” which she described as “resynchronizing with nature.” According to Tousignant, the most successful brands in the future will be ones with “sustainable attitudes.” The concept of “simple beauty” will appeal to this type of consumer.
“Concentration” was the third trend. “In a society that has become too relaxed, a time will come to refocus energy and to become more discreet, sophisticated, and minimalist,” says Tousignant. The design aspect of this trend will include the revival of abstract art; bold aesthetics; elegant, geometric looks; and ergonomic designs.
The fourth major trend was “Expansion,” described by Tousignant as “exploring hyperreality.” Upcoming designs will reflect movement and randomness, such as faceted furniture and objects. “New technology will enable the textures of packages to become alive and interactive and do things like change color,” says Tousignant.
Some brands already seem to have anticipated these trends. For instance, Avon’s mark. brand launched its Hook Up cosmetic collection, which is both portable and customizable. Aveda has taken on a leadership role in promoting ways to develop products and packaging using sustainable methods, a concept which will probably be even more appealing to consumers in the future. Givenchy’s modern-looking Le Makeup line features a bold, geometric decoration on its miniature packages.
If the forecasts by Peclers Paris are an accurate indication of the direction that package design is headed, these brands are already on the right course.