Per un packaging a regola d’arte.
Confezione, contenitore, scatola: ognuno lo chiama a modo suo ma l’immagine che appare nella nostra mente quando viene detto “packaging” è la bella e accattivante “scatola” che non solo contiene un prodotto, ma incuriosisce.
Ciò che lo rende “packaging” e non un semplice contenitore è la grafica: scelta del colore, del carattere, illustrazioni, stile, tipo di carta/cartone utilizzato. Insomma l’abito del prodotto, il suo biglietto da visita. Questo deve colpire e di conseguenza attrarre il cliente con la sua unicità dettata dalle caratteristiche sopra elencate.
I 7 trend + 1 del packaging per il 2020
Ecosostenibilità
La domanda di confezioni realizzate con materiali riciclabili è visibilmente in costante crescita diventando addirittura materiale di “lusso” e alla moda.
Quest’ultima: ottima cassa di risonanza per sensibilizzare e promuovere l’ecosostenibilità. Se è esteticamente gradevole, funzionale, resistente e anche green è il packaging perfetto!
Una delle maggiori sfide per i progettisti e i clienti nei prossimi anni sarà trovare alternative ecologiche e prive di plastica ai materiali attuali. Ci metterà alla prova per trovare nuove idee.
99designs designer Obacht cit.
Minimal
Da un po’ di anni, minimal è la parola d’ordine nel mondo della grafica. Ora più nello specifico anche per quanto riguarda il packaging!
Attenzione però: minimal non vuol dire assenza di colore, ma uno spazioso equilibrio tra i complementi e dettagli, sempre mirato a colpire il cliente. Più è semplice, più è facile da ricordare, perché la regola less is more è sempre vera.
Il minimalismo avrà sempre un posto nella progettazione del pacchetto. Ma, dal momento che molti esperti prevedono una recessione economica nel 2020, un numero maggiore di consumatori guarderà verso un senso di lusso e stravaganza nei loro prodotti, motivo per cui il massimalismo nella progettazione di imballaggi è pronto per essere di gran moda nel prossimo anno.
Il packaging ordinato
C’è qualcosa di intrinsecamente soddisfacente nella struttura del design.
Non solo è visivamente accattivante, ma dà anche un senso di equilibrio e ordine alla progettazione, motivo per cui layout ordinati e strutturati in modo più ordinato stanno diventando una tendenza importante nel mondo del packaging.
Questa tendenza riguarda la tipografia o, più precisamente, il modo in cui la tipografia viene utilizzata nel design. Il testo, che di solito è composto da una varietà di combinazioni di caratteri uniche e interessanti, è separato da linee chiare che dividono lo spazio in spazi puliti ed equilibrati, facilitando la leggibilità.
Mentre il design “pesante” e “affollato” è ancora dappertutto sugli scaffali ci si aspetta che questa tendenza del “pulito” torni a dominare la scena.
Colori pastello
La gamma dei colori pastello è stata un must durante tutto il 2019. Questa tendenza è stata confermata anche per l’anno attuale. La strategia è quella di scegliere toni pastello per dare risalto al nome dell’azienda e al suo logo, mantenendo il colore di base il più neutro possibile.
Più nello specifico parliamo di Neo Mint: il colore vincente del 2020 nel settore del packaging. Con la sua freschezza e vivacità cattura l’attenzione del consumatore restando in linea con le tendenze.
“Nel 2020, i marchi sono alla ricerca di tonalità più essenziali per i loro prodotti.”
99designs designer Obacht cit.
“Gli ultimi anni sono stati dominati da brillanti colori pastello e lucenti sfumature. Nel 2020, tuttavia, i marchi sono alla ricerca di tonalità più sottili e terrose per i loro prodotti “, afferma Obacht.
Effetti olografici su sfondo nero
Un’altra delle più grandi tendenze del design del packaging del 2020 è un gioco di sfumature e questo è il packaging olografico o iridescente.
Questa tendenza è incentrata sull’effetto ipnotizzante della metallizzazione lucida e multicolore combinata ad una grafica accattivante dominata da sfondi bianchi o neri crea un’atmosfera spigolosa.
Questa tendenza è già in atto nel mondo del packaging. “Quello che ho visto l’anno scorso è l’imminente ascesa della tendenza del packaging olografico“, afferma Daria V., designer di 99designs, e possiamo aspettarci di vedere più pastelli cangianti ed effetti olografici nel 2020.
Nuove forme
Nel 2020, i marchi rinunciano alla struttura tradizionale (come la tua scatola o bottiglia standard) per approcciarsi con idee di confezionamento più uniche.
Queste “new forms” oltre a rendere il packaging oltre che più fruibile, avranno anche il potere di raccontare la storia del marchio (ad esempio, un marchio di vernici/pittura potrebbe trasformare il proprio packaging nella forma di una tavolozza)
Il packaging trasparente che esalta il prodotto
Molti prodotti, come le bevande o i prodotti per la cura della pelle, hanno un colore tutto loro e, nel 2020, i marchi puntano a riprodurre il colore del loro prodotto incorporandolo nel design della confezione.
“Questa tendenza del design si riscontra soprattutto con le bevande, poiché la stampa può essere eseguita direttamente sul vetro o con l’uso di un adesivo trasparente.” 99designs designer Obacht cit.
L’uso di imballaggi trasparenti, come una bottiglia di vetro, che mette in mostra il colore di un prodotto è una scelta vincente; un approccio più minimale nella progettazione che lascia il loro prodotto al centro della scena, senza sacrificare l’interesse visivo o l’impatto con il design della confezione finale.
Nel prossimo anno, altri marchi sperimenteranno la trasparenza, stratificando gli elementi di design di materiali trasparenti e usando il colore del prodotto come una caratteristica di design per aggiungere contrasto e rendere unico il proprio prodotto.
Il packaging deve raccontare una storia
Il packaging, bello sì, ma deve raccontare una storia, quella del prodotto al suo interno e non solo.
Deve saper rappresentare e rendere unica l’azienda che lo produce e far apprezzare i #behindthescenes, l’affascinante mondo che sta dietro alla creazione di questi “non solo semplici contenitori”.
Per conoscere ed apprezzare al meglio i packaging firmati Az Color dai un’occhiata ai NOSTRI #BEHINDTHESCENES https://www.facebook.com/238148179635354/posts/3078246105625533/
Clicca sull’immagine che trovi qua a fianco, richiedi subito la tua Az Box e scopri tutto quello che possiamo fare per te e per la tua azienda.
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