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The Ever-Evolving World of Product Packaging: Recent

Updated: May 15, 2023

Colour and Graphic Design Trends

Packaging design has come a long way from merely being a means of protecting [product]s to being an essential tool to create brand awareness and make a product stand out from the rest. With an increasing focus on sustainable and eco-friendly packaging, brands are finding innovative ways to design packaging that is functional, yet aesthetically pleasing. In this post, we'll explore the recent colour and graphic design trends in [product] packaging, and how businesses can use them to create visually appealing packaging that will capture the attention of their target audience.

Current Colour Trends

Colour plays a vital role in packaging design, as it helps communicate the brand's message and can impact customer perception. Here are some of the most popular colour trends dominating shelves and e-commerce sites today.

1. Pastel Colours

Pastel colours are making a comeback in [product] packaging design. Often associated with femininity, pastel shades convey a softer, gentle, and calming feeling, making them the ideal choice for products aimed at women and children.

2. Bold, Vibrant Colours

Bold, vibrant colours are another popular trend used to grab consumers' attention, especially on crowded shelves. Bright colours like orange, pink, and blue are commonly used by brands to create a sense of excitement and energy.

3. Minimalist Designs

Minimalist designs with monochromatic colour schemes, such as black, white, and grey, have been popular recently. Minimalist designs convey simplicity and elegance and create an uncluttered, streamlined look that can convey luxury and sophistication.

Recent Innovations in Packaging Design

The packaging industry has made significant innovations in packaging design, with new materials, shapes, and graphics being introduced regularly. Here are some examples of innovative packaging designs:

1. Sustainable and Eco-Friendly Packaging

Sustainable and eco-friendly packaging has gained traction in recent years, with businesses making a conscious effort to use recyclable or biodegradable materials. Brands like Lush and The Body Shop, for instance, have been successful in replacing their traditional plastic packaging with biodegradable alternatives.

2. Creative Packaging Shapes

Unique packaging shapes can easily catch a consumer's attention and create a point of difference from competitors. Take, for example, the Truvia sweetener packaging, which is designed like a beehive, drawing inspiration from the natural source of sweetness that bees provide.

3. Interactive Packaging

Interactive packaging design can enhance customer experience, create brand loyalty and evoke a sense of excitement in consumers. Introducing digital elements into packaging can make the shopping experience more enjoyable. McDonald's Happy Meal boxes, for instance, can transform into a VR headset after being assembled.

Tips for Effective Colour and Graphic Design in Packaging

A well-designed package can have a significant impact on a customer's decision to purchase. Here are some tips to create visually appealing packaging that communicates a brand's message effectively:

1. Select a Colour Scheme that is Consistent with Your Brand's Message

Choose a colour scheme that effectively communicates your brand's personality and message. The colour should align with your brand identity and not clash with other colours used in your brand's palette. For example, eco-friendly brands might use natural and earthy tones such as green and brown.

2. Use High-Quality Images and Graphics

Using high-quality images and graphics can enhance the look of your packaging and communicate your message more clearly. Ensure the imagery used is relevant to the product and conveys the brand's unique value proposition.

3. Experiment with Interactive Elements

Take advantage of technology to create unique and innovative packaging designs. Experiment with QR codes, augmented reality applications, and scannable packages to make the packaging more interactive and engaging.


Packaging design is continually evolving to match the current consumer trends. To appeal to modern consumers, businesses must remain innovative and attentive to colour design trends, evolving graphic techniques, and the use of sustainable and eco-friendly materials. Strong and visually appealing packaging can effectively communicate a brand's message and differentiate its message from competitors. By using the above tips, businesses can create packaging that is both functional and beautiful, making their product stand out on any shelf.

For anymore information, contact our team on 0141 530 5555 or email us

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