Social media driving colour trends in packaging

In just a decade the biggest driver of colour trends for branding and packaging has moved from fashion to social media, according designers, finds a report by James Cropper.

The report, which also said technology is predicted to become the biggest influence by 2030, was produced alongside Vincent Villeger, ex-creative director at Burberry, Lee Carpenter, packaging lead at Lush and sustainable brand commentator Tracy Sutton.

This rapid pace of change has been identified by 500 designers who were questioned by industry experts, customers and fellow creatives on what determines colour trends today.

With the rise of the unboxing trend, it no surprise there has been increased importance placed on colour choices and conveying the brand identity throughout your packaging.  

On average, 34% of briefs that designers receive include the requirement for the design to be ‘Instagram-able’, citing characteristics of this to be about colours that stand out, are trend setting, distinctive, bright, bold and consistent with branding.

The research also revealed that for the majority of designers (80%), consumer desire for individuality and personalisation is having a significant impact on the colour choices brands are making today.
Phil Wild, chief executive of James Cropper, said: “What can’t be overlooked is the pace at which influence changes when it comes to colour, or the impact of external factors such as politics or an increased consciousness of the environment.

“The Industry has so far successfully shifted on its axis to stay ahead of the game, whether it be through design, methods of bespoke colour creation, sustainable materials or manufacturing processes. To keep momentum, it’s essential we continue to invest and innovate.”

The report also highlighted what designers believe are future trends for the industry.

A fifth (20%) predict that in the next ten years the impact of sustainability on colour trends will grow. With 30% of designers predict that technology will be the foremost influencer within a decade.

To find out how allpack ® can help you with your making sure your packaging has the right branding for your business talk to a member of our team today about our bespoke products. 

We could even arrange a personal visit to our New Demonstration Centre to see our products in action. Or feel free to book a no-obligation consultation here.