Branding and design: Packaging trends that shaped 2024

Sustainability continues to take center stage, with brands eagerly embracing recyclable, compostable and bio-based materials to meet stricter regulations and growing consumer demand for eco-friendly products. At the same time, digital innovation is revolutionizing packaging – RFID tags, NFC chips and QR codes are making it easier than ever for consumers to access product details and sustainability practices.

Flexible packaging is also making waves as brands ditch heavy containers in favor of lighter, more sustainable packs. And let’s not forget the power of tactile packaging—features such as foiling, embossing and unique textures create strong emotional connections with consumers, encouraging them to buy. These trends show how the packaging industry is evolving to be more sustainable, smarter and consumer-friendly.

Sustainable packaging

Sustainability has evolved from a mere trend to a critical priority for brands, driven by increasingly stringent packaging regulations worldwide. As governments tighten policies around plastic waste, carbon emissions and packaging recyclability, brands must prioritize sustainable packaging to comply with these laws and meet consumer expectations for environmentally-responsible products.

Leading packaging and label material manufacturers have taken significant steps forward by launching new sustainable packaging materials that are recyclable, compostable or derived from bio-based content.

n addition to established brands making progress, emerging companies are also getting creative with their packaging. For instance, food, cosmetics and beverage startups opt for recyclable and biodegradable films and plastics, and packaging made from post-consumer waste to meet consumer demand and regulatory expectations.

The shift toward sustainable packaging is a reaction to external pressures and a growing understanding of its importance in building a more sustainable and profitable future for businesses. When a brand highlights its sustainable packaging directly on the packaging itself, it effectively captures the attention of today’s eco-conscious consumers.

Digitalization in packaging

As the world continues to digitize, industries are evolving to meet new consumer expectations. As brick-and-mortar stores and restaurants embrace e-commerce, packaging is transforming with the evolving digital age. In an increasingly connected world, brands seek to convey their authenticity and values while avoiding packaging that feels crowded or overwhelming. This is where advanced technologies such as RFID tags, barcodes and NFC chips come into play.

These innovations provide a simple way to add valuable information to packaging without cluttering its design. Consumers today are highly conscious of the products they purchase, seeking transparency about where their items come from and whether they are sourced sustainably. By incorporating RFID and NFC technologies, brands can offer instant access to product histories, supply chain information, ingredient sources and sustainability practices, giving consumers the confidence that their purchases align with their values.

QR codes effectively allow consumers to access additional product information, enhancing the packaging experience. Another growing trend is digital DRS (deposit return schemes), which reward sustainability-focused consumers for returning recyclable packaging while providing brands with valuable insights into product life cycles.

Digital watermarking is also gaining traction. This technology enables automated sorting of recycled plastic packaging, supporting the circular economy and making it easier to reuse plastic materials.

Flexible pouches

Flexible packaging is experiencing significant growth as more brands shift from rigid, heavy containers to lighter, more adaptable products. These packages not only reduce material usage, which cuts down on waste, but also offer a more sustainable alternative.

Innovations in sustainable materials are making flexible packaging even more eco-friendly, with advancements in recyclability and traceability. Brands increasingly opt for flexible packaging due to its lower carbon footprint, ability to use less raw material, and potential to be more easily recycled, especially as new technologies are developed for more efficient sorting and processing. 

Intricate details

Consumers have a strong emotional connection with packaging, often influenced by the tactile experience it provides. Psychological studies show that physical effects such as foiling, embossing, debossing, unique colors, shapes and varnishes can trigger emotional responses in shoppers. These sensory experiences create a deeper bond with the product, leading to higher engagement and purchase intent.

For example, a luxury brand like Chanel uses embossed logos and high-quality foils on its packaging to evoke a sense of exclusivity and sophistication.

The technologies showcased at Labelexpo Americas 2024 highlight the increasing sophistication of finishing technologies. These advancements enable intricate cuts and embellishments that elevate the visual appeal of labels and are also becoming faster and more automated. This evolution is fueled by the need to keep pace with high-speed printing presses and the growing demand for customized designs.

Brands are increasingly seeking more intricate, personalized packaging, and these new finishing technologies are meeting the challenge by offering faster turnaround times and greater precision, allowing for greater flexibility and creativity in label production.

Interested in market trends from around the globe? Click here to explore the special edition of Labels & Labeling magazine, featuring regional roundups highlighting key developments and insights from around the world. Don’t miss this global perspective on the industry!