4 min read

Top 5 packaging design trends for 2024

Top 5 packaging design trends for 2024

In the ever-evolving world of packaging design, the line between form and function blurs, transforming ordinary containers into extraordinary experiences. The legendary designer, Dieter Rams, once said, "Good design is as little design as possible." This minimalist mantra echoes through the corridors of time, reminding us that the essence of impactful packaging lies in simplicity, clarity, and a profound connection with the consumer.

This year, the trends are more than mere aesthetic choices; they are a reflection of a world adapting to new normals a world where packaging is not just about protection and preservation but also an extension of the brand's voice and an embodiment of the user's values. From sustainable materials that speak to the eco-conscious consumer to interactive elements that bridge the digital-physical divide, the top 5 packaging design trends for 2024 are set to redefine our interaction with products, making every unboxing an adventure, every glance a conversation, and every touch a memory.

Let us embark on this journey through the latest innovations and designs that promise to shape the packaging industry in 2024, ensuring that every product not only stands out on the shelf but also resonates deeply with the ethos of our times. In the words of Rams, let's explore how doing "less" can actually mean "more" in creating meaningful, memorable packaging designs that captivate and delight.


1. Sustainable Packaging


Hot: With increasing awareness about environmental issues, sustainable packaging remains a top trend for 2024. Brands are opting for eco-friendly materials such as recycled paper, biodegradable plastics, and compostable alternatives. Minimalist designs that use fewer resources and focus on recyclability are gaining traction. For instance, companies like Lush have embraced naked packaging, eliminating unnecessary packaging materials altogether. 
Arla's packaging strategy aligns perfectly with the sustainability trend. They aim to achieve 100% recyclable packaging for own-brand products by 2025 and complete the phase-out of fossil-based virgin plastic by 2030. Additionally, Arla aims to make all packaging materials - including paper, cardboard, plastic, and metal - fully circular by 2030. 

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Replace plastics with paper or bioplastics.
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Limit your brand’s packaging waste with linerless labels, ingenious laminate solutions and more.
sustainable packaging
Educate your consumers.
eco-friendly packaging
Design for reusability.
Use bio-based, biodegradable and compostable packaging.

Not: Excessive plastic packaging and non-recyclable materials are falling out of favor due to their negative environmental impact. Consumers are becoming more conscious of their carbon footprint, prompting brands to rethink their packaging choices. Designs that prioritize aesthetics over sustainability are losing relevance in today's eco-conscious market. 


2. Minimalist and Clean Designs


Hot: In the cluttered shelves of retail stores and online platforms, minimalist packaging designs stand out for their simplicity and elegance. Clean lines, ample white space, and a focus on typography create a sophisticated look that appeals to modern consumers. For instance, Keso's packaging aligns with contemporary minimalist design trends, prioritizing clean lines, subtle imagery, and a restrained color palette. 

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Minimalistic design highlights essential information like the brand, product type, and key features.
Minimalistic packaging stands out by cutting through visual clutter.
Minimalistic designs often have a timeless quality, reducing the need for frequent redesigns.


Not: Overly busy designs with cluttered visuals and excessive text are losing appeal as consumers gravitate towards simplicity and ease of understanding. Complicated packaging designs can overwhelm shoppers and dilute brand messaging, making it harder for products to stand out in a crowded market. 


3. Personalization and Customization


Hot: Personalized packaging experiences continue to gain momentum in 2024, driven by advancements in printing technology and data analytics. Brands are leveraging customer data to create tailored packaging designs that resonate with individual preferences and behaviors. From customizable labels to limited-edition packaging collaborations, personalization adds a unique touch that fosters consumer loyalty and engagement. For example, name personalization: a straightforward approach, seen in the success of Coca-Cola’s "Share a Coke" campaign, where bottles were printed with popular names. Customers enjoyed the hunt for bottles with their names or those of friends and family, making the product a personal and shareable experience. 

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One of the most iconic and successful Coca-Cola marketing campaigns is the "Share a Coke" campaign.
snickers-packaging-design (1)
The wrappers provide fans with humorous, personalized ways to show how they take on entirely different personality traits when they’re hungry


Not: Generic, one-size-fits-all packaging designs are becoming outdated as consumers seek more meaningful connections with brands. Mass-produced packaging lacks the personal touch and exclusivity that modern shoppers crave, leading to decreased brand affinity and loyalty. 

4. Interactive and Engaging Packaging


Hot: Interactive packaging designs that engage multiple senses are capturing consumers' attention and driving brand engagement. Augmented reality (AR) packaging, QR codes, and NFC-enabled tags offer immersive experiences that extend beyond the physical product. For example, beverage brands like Coca-Cola have used AR to create interactive packaging campaigns that allow consumers to unlock digital content through their smartphones. 

qr-code-on-packaging (2)

By adding a QR code to the packaging, customers can easily access more product information.

Jack Daniel’s AR app (1)
Jack Daniel’s released an AR app turning bottle labels into pop-up book-style dioramas showcasing the whiskey-making process.

Ribena introduced an AR experience with the app "Doodle Your World," allowing users to enhance their surroundings with doodles to "Make It More Ribenary."

Not: Static packaging designs that fail to provide any additional value or engagement are losing relevance in today's digitally connected world. Consumers expect brands to offer interactive experiences that enhance their overall product journey, and static packaging no longer meets these expectations. 


5. Retro and Nostalgic Designs


Hot: Nostalgia continues to be a powerful marketing tool in 2024, with brands tapping into retro-inspired packaging designs to evoke feelings of nostalgia and emotional connection. Vintage typography, retro color palettes, and throwback logos transport consumers back in time, creating a sense of familiarity and comfort. Brands like PepsiCo's Mountain Dew have successfully revived retro packaging designs to resonate with nostalgic consumers. Also for instance, Kavli masterfully capitalizes on this trend within their packaging by marrying vibrant, striking colors with engaging illustrations in a nostalgic retro style. 

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Incorporating retro elements stands out by offering a unique and distinct aesthetic.
retro-packaging-design (2)

Retro designs evoke nostalgia, triggering positive emotions in consumers.

Brands use nostalgia to build timeless appeal, reinforcing loyalty and trust.


Not: Generic, cookie-cutter packaging designs devoid of personality or history are losing ground to more authentic and nostalgic alternatives. Consumers are drawn to brands that tell a compelling story and evoke emotions, making generic designs appear bland and forgettable in comparison. 



As we close the blog post on 2024's packaging design trends, we realize that they are not just fleeting styles but pathways to deeper connections with consumers. Embracing sustainability, simplifying to the essentials, crafting personal stories, fostering interactive encounters, and reviving cherished memories  these trends are your toolkit for creating packaging that doesn't just contain but captivates.

In this dynamic dance of design, where every fold tells a story, and every color sparks a conversation, your brand has the opportunity to not just be seen but to be felt. This is the heart of enduring packaging design and it's where Collabra shines. As your partners in packaging and artwork management, we're here to help you harness these trends and weave them into the very fabric of your brand's legacy. Together, let's create packaging that speaks volumes without saying a word, leaving a lasting impression on the shelf and in the soul.


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