The global landscape is rapidly shifting to a digital landscape, opening up innovation opportunities for marketing and design departments at consumer packaged goods (CPG) companies. We highlight two of the four trends below:
Packaging and the E-Commerce Experience
As more and more consumers embrace online shopping, packaging continues to play a pivotal role in the e-commerce experience. According to a recent study, of shoppers who had purchased food and beverage products online, 75% of them stated that they plan to purchase more snacks online and 63% of shoppers planned to purchase more health, beauty and personal care products online in the next 18 months. The continuity of brand and product across channels is increasingly important too, as 61% of shoppers expect the product packaging they see online to be the same as what they see in their local retailer, and 47% expect the product image online to exactly match the packaging that arrives on their doorstep.
The need for fast-acting data drives CPG companies to establish and invest in structured data houses to find data quickly, remove waste and inefficiencies in the process and provide the ability to tailor appropriate label and artwork messaging and packaging for retailers.
Pantone’s Color of the Year and Its’ Impact on Packaging
Beyond e-commerce, color impacts how we view ourselves and the world around us. With many spending over 50% of their time online, and social media increasingly embedded into everyday life, we are craving human interaction and social bonding; authentic and immersive experiences that enable physical connection and intimacy. Symbolizing our innate need for optimism and joyful pursuits, PANTONE 16-1546 Living Coral embodies our desire for playful expression.
According to Leatrice Eiseman, Executive Director of the Pantone Color Institute, “Color is an equalizing lens through which we experience our natural and digital realities, and this is particularly true for PANTONE 16-1546 Living Coral, a color that represents the fusion of modern life, a nurturing color that appears in our natural surroundings and at the same time because of its cheerful brightness, displays a lively presence within social media.”
To see all four trends and learn more about how they impact your business visit: https://bit.ly/2EIYTiB