Packaging Design Trends: 2015

I’m not sure if you all are familiar with Faith Popcorn, but I am fascinated with her. She has been the go-to person for marking and predicting trends that drive many of the industries we work in and service. (If you aren’t familiar, check her out here.)

Understanding that certain trends emerge and others fade away in every industry or field is critical to keeping you and your company in sync with all that is going on. Packaging design is no exception. You can tell a great deal about a product or brand by examining the packaging. A decade ago, packaging was all about rich, dark colors and then it shifted and we all moved toward clean, white packaging that looked great – until it became almost too generic. There are distinct patterns and trends that clearly give way to a certain time period, story, or even industry. Sometimes the design is good and other times not so much, but either way, packaging design usually tells an interesting, unique story.

With 2015 in full swing, we’re starting to notice a few new design trends on the shelves. Here are the 4 biggest trends we’ve detected:

Authentic and upfront. Companies are embracing a more welcoming, friendly appearance in order to connect with consumers on a more personal level. Authenticity, visually, is achieved through hand drawn fonts, illustrations, and use of color, the anti-over packaged look and feel. All of these elements work together to create a “handmade, artisanal” look that abandons the traditional corporate image. With callouts and nutritional facts up front, all of the information is displayed clearly and honestly.

Eco-friendly. Biobased or “green” packaging is no longer “just an option” – it’s quickly becoming a necessity! More and more consumers are searching for eco-friendly, sustainable packaging solutions that fit their lifestyle and needs. There has been a huge movement toward eco-friendly packaging and education in the consumer goods industry. Many consumers prefer to buy from companies that care about their social or environmental impact; it’s as simple as that! Right sizing of packaging is no longer a trend but a movement that will ultimately set companies apart and increase long-term profits.

Minimal. Stripped-down styles, shapes, patterns, and easy to read fonts are also very popular with brands this year. White space and clean design can stand apart from other packaging on a noisy, overcrowded shelf. Minimalist design can also give a product a premium, luxurious, or high quality feel.

Multifunctional. Packaging can serve a purpose. A well-designed structure and functional packaging takes the consumer experience to the next level. Packaging that looks beautiful and also makes the product easy to use or store will attract attention. I love the pizza packaging that becomes a plate! Consumers see multifunctional packaging as a useful benefit that adds value to the product, which translates into brand loyalty.

What are other packaging trends you’ve noticed recently? Which design trend is your favorite? Let us know what you think by commenting in the space below!

Can I have your attention please?

Whether you are attending a networking event, representing your company at a trade show, or meeting with a potential new client, making a good first impression is crucial.

You’ve probably heard the statistic, “You have an average of 7 seconds to make a good first impression.” So don’t waste it!

Having said that, how do you stand out, connect authentically, and create a lasting impression? Here are a few suggestions:

Do your research. Before you meet with a new client or go to an event, spend some time researching as much as you can about the situation you will be in. Identify some potential pains or challenges that your potential client might have. Being prepared with questions and insights will show your interest and dedication upfront.

Know who you are meeting with. Most of us have online profiles. Take the time to look at their LinkedIn profile to learn their background. It may give you a better understanding of who they are and what goals they have in their position. It will also give you more insight into them as a person and things you might have in common. This is great for starting conversations and finding common ground.

Be clear about who you are and what you offer (but be authentic!) Ultimately, you are there to help solve a problem, because – let’s face it – you are the expert. Don’t promise to do something you can’t, but share your knowledge and give a little away. Not only will it help them see your strengths, but also it feels good.

Share! Share stories about your experience with their brand, their product or their service. This builds trust and connection. If you have never had direct contact with their brand, then share your experience with their industry.

Rework your tagline or mission statement to appeal to that potential client. Sometimes tweaking or reworking your tagline can help you connect faster with a potential client.

For example by changing our tagline from, “Strategia Design is a branding and design firm that creates visual solutions.” to “We help companies create connections to their consumers through strategically-focused visual design and branding programs” we can create a different and stronger impression of what we do.

Learn about your client’s history and the evolution of their company. There is not a single big, established company that started out as a big, established company. They all started out small, just like you and me. The journey is the interesting part – ask questions and learn from them. It may help you along the way as well!

Know how their industry has changed or evolved over the last 5-10 years. The game has changed and you have to be conscious and open-minded about this. We cannot do things the same way we did in the past – it just won’t work.

And finally, listen. Start the conversation about them. Remember, it is not just about you – it is about the other person and how you can help.

What are your best tips for making a good first impression? How do you make the most of those seven seconds? Leave your thoughts in the space below!

Generation what?

According to an article on Mashable, 25% of all startups fail within the first year; of those remaining, 36% will fail in the second year. Of those remaining, 44% will fail in the third year and of those remaining 50% will fail in the forth year. Why is this? Because business owners are so excited about what they have to offer that they don’t take the time to look objectively at the marketing side of the business.

You are probably familiar with the statement, ‘We are shaped by the events around us as we grow up.’ There are political, economic, and societal events that happen on a national scale which ultimately shape our perceptions throughout our lifespan.

This is the first time in our history that 3 generations are working side by side in the workplace -Baby Boomers, Generation X, and Millennials. Each generation has their own personas, beliefs and work styles and we need to learn how to accept what each generation brings to the (conference) table.

Let’s take a quick look at the different generations:

Baby Boomers (born: 1946 – 1964)

Life-shaping events: Man on the Moon, Civil Rights, Vietnam War, Woodstock, the pill

Characteristics: idealistic, time-focused, politically correct, consensus-driven

Generation X (born: 1965 – 1980)

Life-shaping events: Challenger Explosion, Watergate, high divorce rates, women in the workforce, DotCom boom/bust

Characteristics: pragmatic, self-sufficient, Devil’s Advocate, “Me” Generation

Generation Y or Millennials (born: 1981 – 2001)

Life-shaping events: 9/11, AIDS, Internet, Safety Laws, Social media

Characteristics: well-educated, community-focused, tech savvy, global citizens

Because of this, the marketing game has changed. There is no longer one generic 18 – 65 year old consumer. We as marketers need to rethink the way we craft our messages and understand the nuances and details of each generation in order to effectively connect on a meaningful level with customers and grow profits and sales.

Last year, Anne Loehr and I formed a partnership and today, we are very excited to announce the launch of Engage Every Age (www.engageeveryage.com). Our vision is to create a world where purposeful and meaningful marketing connects to right people at the right time. Refining your skills and improving your communication with each generation can greatly benefit your business and relationships.

What do you think about the three different generations working side by side in the workplace? How have you used generational marketing practices in your business? Share your tips in the comments below!

4 ways to create your own “airplane mode”

Like many of you, I travel frequently for business and pleasure. There are some months where I find myself in a new location every week! Although traveling is exhausting, I secretly revel in this very rewarding and exciting opportunity.

When I started to think about it, I realized that I do some of my best work in airports and on airplanes. Living your life in “airplane mode” certainly has its benefits. Being in airplane mode allows you to disconnect from the people around you, avoid daily distractions, and take a break from the constant stream of emails. By entering airplane mode, you have a chance to clear your head and truly refocus.

I’m making a habit of going into “airplane mode” more often, whether or not I’m actually on the go. Here are four things you can do to create your own airplane mode:

Silence your electronics. This is a hard one. Turn off your cell phone, silence your work line, and close your email – you will really benefit from doing this! Without these small distractions interrupting your thoughts, you will be able to focus and accomplish your goals for the day. The emails and calls can usually hold off, and you’ll be more productive by structuring your time.

Set a time limit. Think about it – flights only last a certain amount of time. Whether it is 1 hour or 4 hours, set your limit from the beginning. By limiting your time, you won’t risk burning out from concentrating on one task for too long.

Brainstorm. This is your personal quiet time (and we know rare that is). Use it wisely! Brainstorm ideas for that big project, create a strategy for your team, or work on creating content for your company blog. This is valuable time that you have to think without interruption; it’s a great time for planning, strategizing and organizing.

Relax. Turn on your music, watch a movie or read a book or magazine. How often do you actually get to do any of these things? I have found that by closing my eyes and putting on my headphones (invest in noise cancelling, they make all the difference!) I can shut down, lower my blood pressure and relax. I sometimes feel more in touch with myself and more grateful for everything and everyone around me.

I have noticed more and more the presence of WIFI on airplanes I have to say, I am not happy about this. There is a time and place for connectivity and emails and an airplane is just not one of them. I have met some of the greatest people on airplanes and enjoyed their great insights. I’m sure many disagree, but I am willing to wait a little while longer for that technological advancement.

What do you think about airplane mode? Have you tried any of these tips or do you have others to share? We’d love to hear your take on this topic!

4 Things to Know About Meerkat

It seems like every day, there is a new social media platform in the news. Staying up-to-date on digital trends and new technologies can be challenging – after all, it is constantly growing, changing, and evolving!

The latest buzz has been around Meerkat, the app that allows users to live stream and share video in real-time. Since it’s late-February launch, Meerkat has gone viral and has paved the way for other similar apps, such as Periscope.

Many experts say that ‘going viral’ isn’t necessarily a good sign. (Think of all the other platforms and apps that went viral but are now virtually nonexistent.)

Whether or not the app is here to stay, here’s four things you should know about Meerkat:

You can relax. Meerkat videos can’t be stored and re-watched at a later time. If you make a mistake or have a less than ideal first experience, you don’t have to worry about anyone seeing it again.

It might change the way you receive news. There is a lot of talk about the app changing the way we broadcast our news, even for large scale events like the Presidential Election, concerts, award shows, and breaking news stories. Every one now has the ability to report and share news – citizen journalists rejoice!

You don’t have to have a Twitter – but it will help. Meerkat syncs with your Twitter account, making it easier for people to follow you and respond to your videos. Your followers will be notified by Meerkat and can then comment in the form of Twitter replies. However, anyone with the link can access the video and watch what you’re streaming.

Beware of copyright infringement. This law is easy to break without even realizing you’ve done so. The rules are wishy-washy and real-time footage can be difficult to monitor, but that doesn’t mean you shouldn’t be careful. Filming and sharing material that isn’t explicitly yours could pose a serious issue and frankly is just not cool.

Are you already on Meerkat? Or are you thinking of joining? What do you think?

What are some of the most interesting facts you’ve learned or heard about Meerkat? Leave your comment in the space below!