Today, people increasingly want their consumption to be more purposeful and meaningful, and want it to contribute to a better world. This is leading to higher demands and expectations for products that are smarter, simpler, and that reduce environmental impact.
There's also a growing recognition that a more equitable world is necessary to solve global problems such as climate change, and for brands this means finding new ways to develop product experiences that match consumers' ambitions. Whole soya is one example of a plant-based raw material that can help brands meet all of these criteria.
Looking ahead
Packaging design for the present and future
Design Wise
Now, these consumer sentiments have developed into one distinct packaging design trend for food and beverages – The Design Wise trend. This trend ties into such a growing demand for products that take an optimistic view of the future with the bigger picture in mind. So, how do these overarching consumer trends come alive in packaging design? Let’s walk through the Design Wise trend and explore how leveraging it can support new and appealing whole soya product concepts.
Confident but calm colours
With muted brights and core classic colours, the colour palette conveys calmness and reassurance. This makes a lot of sense – the colour scheme springs out of the natural, humble identity that permeates the Design Wise trend. Arrange the colours in pairings of two to instill balance and stillness and avoid multicolour styles.
An opportunity to walk the talk
Modern consumers know that climate-friendly-buzzwords, unfortunately, do not always result in meaningful action. But this packaging trend sticks to its word by walking the extra mile to streamline and improve recycling.
What does a thorough, genuine approach to recycling look like? One priority is to select the material composition of your packages carefully and assess their environmental impact throughout the entire lifecycle, from sourcing to circularity. For example, prioritise solutions that can live on after consumers toss the package in the recycling bin. Because would it not be great if your carton package gets recycled into high-quality materials for furniture?
But above all, impactful recycling is a collective effort, and the Design Wise trend uses packaging to spur positive change in several ways. So other than picking packaging materials that could facilitate recycling, why not encourage action with friendly labels reminding consumers of the benefits of recycling?
Interior design solutions from recycled packages 3D printed by Aectual in collaboration with Tetra Pak
Connect with your consumers
Packaging has a big say in how consumers perceive your product, and the best ones advocate the benefits, meet expectations and follow through on promises. The colours, patterns, and materials you choose can make all the difference when consumers decide whether to try whole soya. That applies to in-store shopping as well as digital communication. Make sure that you are consistent in your visual communication to establish a recognisable presence in the minds of consumers. Maybe your package design will even inspire other parts of your communication strategy?
The integrated edge