Musa Çelik, Creative Director at Tasarist, evaluated Pentawards’ 2023 packaging design trend predictions. A bright future awaits packaging designs, which significantly shape consumers’ purchasing decisions, in the new year.

1. The rise of cans: Can packaging is expected to become increasingly popular for categories in the food and beverage sector. As seen in previous years, new and differentiated approaches to traditional packaging are continuing. The main reason why cans are still on trend is that they offer many functional benefits while providing a strong sustainability story for the continuation of this trend. However, putting a different spin on traditional packaging helps to stand out from the crowd.

2. Packaging as a product: The function of packaging is being redefined. Rather than developing a packaging design for the product, the trend is to transform the product into packaging. In this way, the function of the product is increased to 100% and aesthetics and function are brought together. Sustainability is no longer a trend and has become a fundamental part of the packaging design process. This trend also has an environmentally sensitive stance, especially in terms of waste.

3. Sustainable packaging that informs the consumer: Brands and designers are looking for ways to reduce the impact of packaging. They are turning to recyclable packaging, but consumers also need to know how to recycle it. In the consumer-driven sustainability trend, brands are leaving some of the responsibility to the consumer by educating them on how to recycle packaging through design. By creating a shared sense of responsibility for the planet, this trend is likely to increase brand loyalty and provide an opportunity to develop closer relationships.

4. Overly bold visuals: Brands today need to stand out across multiple platforms, not just on shelves. So they need to stand out in physical and digital stores, online and on social media. The result is unique graphics, bold colors, fonts and symbols. But these don’t exist as a trend on their own. I predict that simple and bold colors will remain in the spotlight for some time to come.

5. Super premium glass packaging: As consumers and brands continue to emphasize sustainability, glass packaging is becoming more prevalent. In this way, glass packaging is also expected to be oriented towards the circular economy. I think the premium feel will remain important as conscious consumers become more discerning.

6. Accessible and inclusive design: As long as the diversity of brands’ target audiences and their needs continue, the understanding of accessibility and inclusion continues to evolve in packaging design. Brands that break social taboos, focus on disadvantaged groups and design their packaging in line with the needs of everyone stand out. Everyone we call a consumer is a human being just like us, and this is a point we need to remember at every point of our business. Our job is to work to facilitate human needs, not to discriminate

7. Tactile details: Neuromarketing research shows that texture can influence the sensory experience, indirectly stimulating feelings of high quality, value and exclusivity. As we try to recover from the pandemic with little physical contact, brands are trying to keep consumer interest high with textured packaging. As the value of tangible contact continues in a digitalized world, we will see consumers’ physical experiences increase with unique and creative approaches. I think the idea of diversifying packaging from a sensory perspective is going to be exciting with the rise of the accessible and inclusive packaging design trend.

8. Advanced smart packaging: Connecting the brand with the consumer has always been one of the most important goals. Augmented reality technologies, QR codes and many other ways of interaction have been used in packaging design for some time, but it is expected that even more creative works will be produced in the future.

9. Packaging diet: Focusing on global issues such as recycling, carbon footprint reduction, waste and transportation savings, brands are minimizing packaging while increasing its appeal and indirect benefits. We expect this trend to continue in the long term and could be a cure-all for many problems, combining with many other trends and leading to spectacular results. 

10. Doodle packaging: Packaging with hand-drawn illustrations and handwritten notes is predicted to take off. This is a trend that can appeal to all generations. The doodle trend fulfills the goal of creating an emotional connection with consumers very well. Doodles have been in everyone’s lives since childhood, and they add a universal and human touch to packaging design.