15-18 June 2027
Crocus Expo, Moscow
However, not all packaging works equally well. We explore current trends and why some types of packaging perform well while others don't.
According to research by GidMarket and NIIPAK, more than half of all packaging on the market is polymer, chosen in 53% of cases. Paper and cardboard products are used less frequently, accounting for 25% of all packaging. The remaining percentage is divided between glass, metal, and other materials.
The industry is constantly evolving. To protect products and preserve their properties and characteristics, manufacturers are turning to high-barrier packaging. According to publicly available data from Rosstat and the Russian Union of Packaging Companies, demand for this type of packaging is projected to increase by 7.5% by 2027.
Demand for antibacterial film is increasing. It improves safety and extends shelf life. The following types of film are also in demand:
// with UV protection;
// shockproof;
// anti-corrosion;
// anti-fog.
Design application methods are also changing. Digital printing remains trendy. It allows for large quantities of labels to be produced in a limited amount of time, while still achieving excellent results. However, digital printing is only suitable for small runs due to its high cost.
Packaging influences consumers through sensory channels. It activates sight, smell, and touch—each channel impacts a person's mood and creates lasting associations. Manufacturers can exploit this potential. Creating a positive association with a product can be achieved through:
// The psychology of color. It plays a key role in evoking an emotional response. For example, red is associated with passion and urgency, while blue is associated with calm.
// Contrast. It helps make a product stand out on the shelf and attract attention.
// Text and fonts. They can be used to communicate a product's message, even if the buyer just glances at it.
// Innovative solutions. An unusual approach helps you stand out from the competition and encourages consumers to explore the product in its unique packaging.
It's best to use all marketing options together. This will increase the likelihood of your product being noticed.
Packaging can either boost sales or cause complete failure. Much depends on the focus. It's important to consider the product type, needs, and characteristics of the target audience.
Emotions are no less important. Alyona Ivanova, managing partner of the branding agency A.Studio, believes that advertising that relies on emotional appeal is 31% more effective. The percentage is even higher in food markets, where emotions often drive choice. Consumers see the design and name, and then make a purchasing decision.
For packaging to be effective, it's important to build an emotional connection with the consumer. This can be achieved using the following methods:
// Storytelling. People love what inspires them. They find it easier to connect with characters and understand a product through stories. However, creating a mascot isn't necessary. It's enough to convey where, why, and under what conditions the product is being created.
// Emotional references. It's important to not only talk about the product's quality but also demonstrate how it can impact the buyer's life. For example, a product can help relive childhood memories, simplify life, and make the surrounding space more beautiful and harmonious.
// First-person communication. Consumers find it easier to engage with a brand that has someone behind it. Personal images demonstrate that the product is made by ordinary people who care about the consumer. By showing your face, you demonstrate your willingness to take responsibility for quality.
// Values. Consumers value a brand's values when they align with their own. This can greatly influence their final choice.
// Social responsibility. It's important now to show that you care about social issues and are taking action to help solve them. This helps build trust and empathy.
It's important for manufacturers to monitor trends and quickly implement them. This approach impacts sales and brand perception. For example, there's a current trend toward reducing single-use packaging, notes Irina Chtetsova, Brand Director at Brandson (TSN). More than 50% of shoppers (both Zoomers and millennials) are opting for reusable or recyclable products.
As mentioned, eco-friendliness is a must-have for modern packaging. However, younger generations often overlook this fact. Furthermore, there's a risk that customers will refuse to do business with a brand if it's caught engaging in greenwashing—unfoundedly positioning its products as excessively eco-friendly and natural. However, this trend doesn't mean we should abandon environmental concerns. Older generations are more likely to buy products in recyclable packaging.
There's growing demand for interactive packaging that allows consumers to interact with a product without losing its consumer appeal. For example, interaction with the product could be accomplished through a mobile app.
Avoid overly ornate packaging. Minimalism and simplicity are trending right now. Designers are increasingly creating simple shapes, opting for minimalism and a minimalist color palette. This reduces the risk of overload and makes the packaging more elegant.
Thus, packaging allows a brand to establish itself, attract attention to its products, and build trust. As a result, the consumer's chances of choosing your product will increase. However, it's important to keep an eye on trends and consider what makes your packaging work.
