The Top 10 Packaging Design Trends For 2023. - SmashBrand

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Keeping up with the latest product packaging design trends can feel a bit like high school. Every year there seem to be new, hip, and edgy ways to make a packaging statement. These trends in packaging make you feel as if you need to either keep up or move away from the “cool kids.”

We’re here to tell you that while trendy packaging design ideas may garner media attention, trendiness in product packaging only sometimes leads to greater revenues from retail store shelves. While we recommend that you review the latest packaging design trends when during your concept phase, leave the final verdict to packaging design testing. Test to determine how these packaging trends impact consumer purchase intent and whether they help your product stand out on store shelves.

Here’s a look at trendy packaging in 2023 and our experience helping brands decide which of these top packaging design trends is worthy of packaging consideration. 

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Sustainable Packaging Materials

According to National Geographic, 18 billion pounds of plastic enter the ocean every year, and there’s a floating plastic patch in the Pacific Ocean roughly the size of Texas. Sustainability isn’t just a packaging design trend; it’s a global trend. More and more people are becoming environmentally aware, opting to reduce our carbon footprints to create a more sustainable future.

One way to accomplish this is by reducing packaging waste. The trend toward sustainability has created a massive anti-plastic movement that’s taken hold around the world. Using plastic packaging isn’t cool anymore. It makes businesses seem out of touch and anti-environmental (and how could anyone be against the Earth?).

Many brands are swapping out their harmful, anti-sea turtle plastic packaging for more environmentally friendly materials that are biodegradable, recyclable, or reusable:

• Paper
• Metal
• Glass
• Cloth
• Wood
• Pulp

Sustainability is quickly surpassing the level of being a packaging design trend and is becoming a packaging design expectation. People don’t want to see plastic on retail shelves. Swap to more sustainable packaging materials to keep up with the times and save some PR points.

Since sustainability is more of an expectation, like other white noise terms such as organic and non-GMO, shelf differentiation becomes more complex. Shifting towards sustainability from a marketing angle is the wrong move. If you have better intentions but want sustainability to be a part of your brand resonance, you must spin your messaging in a new way. 

Otherwise, it becomes a part of your brand story that nobody remembers. How can you innovatively approach sustainability? What does your brand do differently from other brands? How can you express these innovations and differences on your package so that it creates consumer interest?

These are all questions to ask when going all-in on this packaging design trend. 

Transparent Packaging Material

Transparency through windows and product wrapping has been a part of the packaging industry for decades and is a common design element used in food packaging design. But transparent packaging is seeing a resurgence thanks to the demand for transparency in ingredients, the minimalist design trend, and innovations in custom packaging. 

The downside to transparent packaging is that the more consumers see your products, the less you can convince them with messaging. Using transparent materials is like walking a tightrope with your design. Having a skilled packaging designer who can consider each viewpoint to determine how design elements interact with the natural product, is the only way for this trend to work. 

Natural, Earthy Colors

Along with eliminating environment-harming plastics, many brands are taking the eco-trend further by using natural, earthy colors.

Earth tones have been popular in niche industries like organic foods and are common with cosmetics packaging. But lately, brands outside the organic market are using natural colors to capitalize on the sustainability movement.

Because organic products have been using that color palette for years, it’s become synonymous with “healthy” and “natural.” Use colors like low-saturated browns, blues, and greens to show off your sustainable product packaging and your brand’s dedication to the Earth.

Illustrated Designs

In many ways, we have entered the creative economy. Even the left-brain oriented individual is becoming more expressive throughout their daily lives. In packaging, the lines between creativity and commerce are blurring, changing the landscape and where brands play. 

Creative illustrations will continue to rise in popularity as we enter CPG in web 3.0, and many brands are taking notice. Whether it’s new companies wanting a creative brand identity with illustrative graphics or established brands reinvent themselves with updated illustration methods, an increasing number of brands are leaning into this. 

The trend for hand-written typography, graphic design resembling more of a sketch, and cartoonish characters are a joy to view, but do they belong on consumer packaged goods? Using illustrations in packaging design depends on the category and competitive landscape. Shelf differentiation is impossible if you look like everyone else. 

Suppose illustration is a part of your design theme; perform testing to determine which of these brand assets have the greatest appeal and that you can include without cluttering the package. Reserve your package design for only what is distinct and definitive, then let the messaging drive consumers pick up your product from the shelf. 

Clean and Simple Minimalist Designs

Minimalism is nothing new. Minimalistic themes have been in art since the 1950s. Brands like Apple and Nike have used them since their inception. The minimalism trend has come and gone several times but seems to have now found a permanent home in select CPG categories. 

Minimalist packaging designs create a direct, no-frills experience with a product. Crazy designs or patterns do not overwhelm customers who look at your packaging. Everything is straight to the point. It shows cleanliness, neatness, organization, and clarity-all things that make consumers feel warm and fuzzy.

The difficulty with minimalist designs comes with differentiating your brand from the pack. How will you stand out from the neighboring product if the category theme is a plain, white layout with a black serif font? Hard to do when your packaging follows the same pattern.

Many brands incorporate color into their minimalist designs, helping them break away from the pack. Some brands like Denada Sugar-Free Ice Cream use alternating natural earth tones (double design trend!) to help them stand out. In contrast, others like Quaker Oats take a brighter approach by adding a splash of exuberant color to their minimalist designs so they stand out on the shelves.

Maximalist Designs

Some brands decided that minimalism was so last year and have gone in the opposite direction.

Maximalism is a more recent trend in the product design industry that involves everything in excess. These “more is better” packaging designs have more frills, bright colors, flourishes, and clashing patterns to give consumers a feast for the eyes. In categories where minimalism has become the norm, when compared to the competition, maximalist designs can make products seem exceptional.

Brands that embrace the idea of maximalism, like Star Union Spirits, fill as much packaging space as possible with patterns, typography, and colors. It’s a bold move, but sometimes, bold moves are the ones people remember.

Retro Styling With Throwback Appeal

Things aren’t always great in the modern-day. That’s why many brands are leaning on retro designs that evoke nostalgia. The old-timey trends remind people of a simpler time before cell phones, and laptops ruled their lives.

Retro styling makes products seem steady and enduring, like they’ve stood the test of time. It gives consumers a sense of security and invokes feelings of the good old days.

Brands with long histories can especially capitalize on a vintage design with retro styling by taking cues from their old packaging designs, although a long history isn’t a requirement. Many contemporary companies like Sonoma Brothers Distilling use retro designs to sell products. Although its website and packaging look retro, the company began in 2012.

Since retro covers many eras, a vintage design can include one or more of the other packaging design trends. Those whose brand identity latches onto proprietors of the 1920s may cross-pollinate stylistic typography with a minimal design. Brands looking to identify with the 1950s may include flat colors, thick fonts, and “to-die-for” messaging.

Brands looking to match a particular time must be cautious with subjectivity in the packaging design process. Consumers may disagree with your design choice, causing your products to become vintage in their own right as it appears more like shelf-stagnant art.

Textured Packaging

Tactile texturing in packaging design is a trend on which only some brands are capitalizing. That sounds contradictory as a popular trend, but a lack of brand acceptance suggests it isn’t. The limiting factor for textured packaging is the cost. Raised typography isn’t free and can slow down the supply chain. 

Supply chain issues are a no-no for big-name brands with significant product demand. It’s also a no-go for small brands with limited capital that cannot justify the added cost. 

With careful planning, cross-team communication, and a brand strategy to support additional costs and labor demands, textured packaging can increase your shelf conversation rate. Unlike trends encouraging consumers to pull your product off shelves, textured packaging increases your conversation rate at the point of buyer consideration.

Personalized Packaging

Advancements in customization technology and consumer demand for “how does this benefit me” make personalization a packaging trend for every brand must consider. Whether personalization is a custom packaging design targeting a specific consumer or designs that solve a problem, personalizing your product creates a deeper-rooted reason for buying your product. 

Let’s use the hypothetical example of a brand selling premium organic small-batch roasted coffee. This brand creates a customized packaging box made of recyclable materials reusable as a small pot for plants. When you connect the packaging experience dots, this brand creates a personalized experience for the consumer who enjoys at-home leisure.

Smart Packaging

Smart packaging is a CPG marketing trend that crosses over to packaging design. Serving two purposes, smart packaging technologies such as QR codes can improve the packaging experience and lead to future consumer interaction. 

One food packaging design trend is using smart packaging to take consumers to done-for-you recipes. In a more advanced use of technology, brands are preparing for an immersive experience where consumers go from package to augmented reality. 

Smart packaging is more than a design trend; it’s a brand strategy that can come at a small or ever-growing cost. Look to the future if you consider connected packaging, where consumers take your product into a digital world. Consider both the advancements and the amount of capital and resources needed to keep this design element alive and well. 

Keep Up with the Latest Packaging Design Trends

Packaging design trends change with the seasons. One year, bold geometric designs and clashing colors are in; the next, it’s all earth tones and minimalism. If you want your packaging to stay relevant, it’s all about sustainability, earth tones, minimalism, maximalism, and retro styling.

Since some 2023 packaging design trends seem to clash (looking at you, minimalism, and maximalism), ensure you learn what speaks to your customers. A maximalist trend may not be the best bet if you’re a natural product brand looking to show how clean and organic you are. Learn what your customers like, then use the latest trends to influence the rest of your decisions.

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Estimated reading time: 10 minutes

As we step into 2024, fresh packaging design trends are emerging, offering new ways for businesses of all sizes to showcase their products. It’s a time of exciting transformation, where visual appeal meets functionality in the packaging aisles and online spaces.

This year’s packaging design trends range from the understated charm of minimalist designs to the bold statement of vivid colors, each with the potential to turn the ordinary into the extraordinary. They’re a reflection of shifting consumer tastes and a chance for brands to tell their story in new, visually compelling ways.

For small business owners, these trends are more than just a chance to refresh your look—they’re an opportunity to connect with customers, differentiate your products, and stand out in a crowded market. Whether you’re planning to revamp your existing packaging or launching something brand new, the trends of 2024 are ripe with inspiration.

Let’s dive into these trends and see how they can inspire your next packaging venture, helping you to make a lasting impression. 

9 best packaging design trends for 2024

Take a look at last year’s packaging design trends for 2023 here.

Or view our collection of trends predictions over the years, picked by the global community of creatives that work with small businesses every year through VistaPrint.

1. Interactive packaging

Brands are no longer solely concerned with pushing products; they’re concentrating their efforts on crafting experiences. This is evident in every aspect of product marketing, including the packaging. 

Gone are the days when a product’s casing merely served to protect or inform. Today, it actively engages, delights, and serves a dual purpose. 

Interactive packaging, also dubbed as ‘smart packaging,’ comes in a variety of shapes and forms. The big idea is to make your packaging multifunctional, allowing consumers to further interact with your brand. Hopping on this 2024 packaging design trend is easy for a business of virtually any nature — just pick a format that works best for your brand and your product.

ÖLOBOX interactive packaging design by Olkas Voron; Source: Packaging of the World

Some interactive packaging formats include…

• Physical interactivity. This is where design shines. Think of packages that transform or can be repurposed, either for prolonged brand interactions, or functional interaction with the product. For instance, a cereal box that can be folded into a board game, or a wine bottle label that’s a puzzle, revealing a message as pieces are rearranged.

Here’s an example of a virgin olive oil bottle that has a very simple and cheap anti-drip system integrated into its packaging.

Olio D’olive interactive packaging design concept by DESIGN STUDIO BOB; Source: Packaging of the World

• Sensory engagement. Some interactive packages appeal to our senses in innovative ways. Scratch-and-sniff labels, materials that change texture with heat, or even audio elements that play upon opening.
• Sustainability meets interaction. In a nod to environmental concerns, some brands have introduced packaging that can be planted to grow flowers or herbs, or materials that change color to indicate when contents are past their prime.

Here’s an example of a sustainable eco packaging box embedded with seeds. Instead of simply throwing the packaging away, consumers get to plant the paper to grow plants! 

Custom Plantable Cosmetics Packaging by Botanical Paperworks; Source

• Technological integration. This could mean QR codes or NFC (Near Field Communication) chips embedded into packaging. When scanned or touched by a smartphone, they can launch an augmented reality experience, provide detailed product information, or even offer a virtual tour of the manufacturing process.

In fact, the last one is so prominent, it’s a 2024 packaging design trend of its own. 

2. Augmented packaging

While interactive designs focus on blending form and function to delight at first touch, augmented packaging delves deeper, intertwining the tactile with the digital for a multisensory experience.

QR codes, once a simple tool for information retrieval, have been reinvented and stylishly integrated into packaging designs. 

But it’s more than aesthetics and communicating basic information; it’s about deepening the brand-consumer connection. As soon as that code is scanned, consumers are whisked away into an extended brand universe. It could be a heartfelt personalized message, an exclusive discount, or a unique coupon that pops up, creating moments of genuine surprise.

For instance, Enosophia, a Croatian wine brand, designed wine bottles with interactive labels that play music once scanned.

Augmented packaging design trend 2024: Enosophia wines with an interactive label that plays music; Source: World Brand Design

Alternatively, an energy drink brand Ace Squad gamified their packaging design by placing a QR code that unlocks a funky AR game.

Tip

As a small business owner, you don’t have to hire a developer to help you create a QR code. All you need for a fashion-forward label is a great idea and the VistaPrint QR code generator.

3. Hyper contrast

From the evolution of interactive design to the world of augmented experiences, it’s clear that packaging in 2024 isn’t playing it safe. Enter the next 2024 packaging design trend, ‘Hyper contrast’. 

This is where the drama of design unfolds. 

Picture Mondrian reborn in the year 3000: angular shapes juxtaposed with a palette that screams audacity. It’s not just about colors; it’s about clashing them with purpose.

An example of the Hyper contrast packaging design trend 2024; Source: 牤 坨坨, JIAXIN Hou, Hua Qianhua, and 西 瓜精 via Behance

Times China Hyper contrast packaging design; Source: Packaging of the World

Havaianas Hyper contrast packaging design; Source: AdForum

In a way, hyper-contrast is a shelf equivalent of Dopamine Dressing (the practice of finding joy in the things you choose to wear). It’s designed to uplift and draw attention. Because in today’s world, first impressions aren’t just lasting; they’re echoing.

4. Saturated pastels

From the audacious domain of Hyper contrast, we’re ushered into another equally striking, yet distinctly fresh arena: the Saturated pastels.

Loving Earth saturated pastels packaging design by Soul Studio; Source: Packaging of the World

While Hyper contrast played with stark juxtapositions to seize our attention, Saturated pastels masterfully tweak the conventions we’ve come to expect from pastel shades. Traditionally soft and subdued, pastels have been dialed up a notch, now embodying a vibrancy that’s both playful and potent.

FIZI Saturated pastels packaging design; Source: FIZI

These colors aren’t just a nod to the bright neon and acid hues popular in recent years. They capture a nuanced blend—softer, more youthful, but no less impactful. The very essence of this trend lies in its paradox: the colors are gentle, yet they shout.

Chamberlain Coffee saturated pastels packaging design; Source: Chamberlain Coffee

“This look and feel aligns with a trend that is influencing our branding, called “Dopamine Colors.” It represents a surge of vibrant colors that can be observed in fashion, beauty, home interiors, and more. Bright shades complement bold maximalist styles. Even motifs not typically associated with color exude renewed energy and life through unexpected, vivid tones.”

Megan Morahan, Global Creative Director – Product Creation & Experience, VistaPrint

5. Brutalist type

Just after the “Hyper contrast” and “Saturated pastels” 2024 packaging design trends have made their mark with vibrant collisions of colors, “Brutalist type” enters the scene as a stark contrast. In this trend, the words themselves become the focus.

Nice Cream brutalist type packaging design by Han Gao via Packaging of the World

It’s reminiscent of monumental architecture where simplicity and grandeur meet. Imagine standing at a distance in a store, and among all the decorated packages, a singular, bold typeface calls out to you. That’s the essence of Brutalist type. It screams less is more.

House of Amel brutalist type packaging design by STRATEDGY via Packaging of the World

By minimizing the frills and focusing solely on the typeface, brands are making a statement, challenging conventions and standing out. The limited color palette — often muted or subdued — ensures the product name or message isn’t lost amid busy graphics.

“Simple, block-like and structured. Brutalist type takes learnings from the architecture world to create a simple but striking packaging design and adds a sense of stark elegance.”

Justin Hamra, Art Director at VistaPrint

Clutch Bodyshop brutalist type packaging design by Socio Design; Source: Design Rush

Tip

If you don’t feel confident working on designs from scratch on your own, you can always get a professional designer to help. VistaPrint’s community of trusted designers can create standout designs for every stage of your business journey, trendy packaging included! Just choose the design services you need and get going! 

6. Discreet but deluxe

Continuing from our exploration of the beauty of simplicity in brutalist type, the design world has been flirting with another understated trend: Discreet but deluxe.

Discreet but deluxe packaging design for Trilogy products by Think Packaging; Source: Packaging of the World

In an era where everything seems designed to shout for attention, this trend whispers—and it’s the allure of that whisper that draws you in. 

The Discreet but deluxe packaging design of the Radius’ Exclusive Membership Kit; Source: DieLine

In the age of oversharing, there’s a renewed appetite for the mystique, a certain attraction to what remains unseen. Social media has been awash with unboxing videos, and while these displays often involve grand gestures and elaborate presentations, the discreet but deluxe trend is almost a counter-movement. It’s for those who relish the anticipation, the drawn-out moment of discovery. It’s the art of storytelling through packaging—each layer peeled back reveals a chapter, urging the consumer to continue.

“In the world of packaging, there’s power in subtlety. Enter Discreet but deluxe, the art of concealing treasures within and crafting a memorable product experience between you and your customer.”

Justin Hamra, Art Director at VistaPrint

The New Social discreet but deluxe packaging design by EWMDesigns via 99designs by Vista

Brands are leaning towards heavier stocks and unique finishes, which almost serve as a promise—a guarantee of the luxury inside. When everything is overt, a splash of secrecy feels almost revolutionary. And the seamless unboxing experience? It’s a testament to the fact that real luxury is thoughtful, ensuring that everything, down to the very first moment of contact, feels special.

Discreet but deluxe packaging design for Brave Media by Think Packaging; Source: Design Rush

It seems, as we said before, “quiet luxury” is still in vogue. It might be discreet, but its impact? Undeniably deluxe.

7. Flat graphics

This trend is all about clarity and simplicity. Think clean lines and unadulterated colors.

Little Owl flat graphics packaging design by Jacob Boyles via Dribbble

What began as a dominant force in the digital design space has gracefully transitioned into the world of packaging. We’re talking about the resurgence of Flat graphics. It’s the epitome of ‘simpler is better’—boasting clear illustrations paired with understated typography and color palettes.

Buddyrich Coffee Flat graphics packaging design by Linshaobin Design Shenzhen via DanDad

And why is this trend a winner? Its minimalist charm doesn’t just look stellar digitally; it shines brightly in print, fitting seamlessly across various packaging forms from boxes and mailers to hang tags and bags. It’s the silent charisma in a market often clouded by noise and extravagance.

“I’ve always been drawn to flat graphics and influenced by Swiss minimalism. I love the concept of simplifying something complex and expressing it in its simplest form. The beautiful and clever, simple illustrations combined with expressive colors and seemingly straightforward yet expressive fonts. This style is regaining popularity in branding as well as packaging.”

Megan Morahan, Global Creative Director – Product Creation & Experience, VistaPrint

Puff Pastry flat graphics packaging design by Step Design; Source: Dieline

Tip

If you want your packaging illustration to have a particularly polished look, it’s best to collaborate with professional designers. Just make sure you brief them well, outlining the essential details of the packaging design you are seeking. 

8. 50s comeback

Flat graphics have marked their territory, but they aren’t the sole blast from the past making waves in 2024. Dialing the clock back even further, the ’50s era with its quaint charm and unique design language is making a compelling return in the packaging world.

Candies’s ’50s comeback packaging design by Lucia Calfapietra

Dive into the ‘50s comeback’ trend, where illustrations sporting simple line drawings from that golden decade take center stage. These designs sweep away the sternness and wrap you in a cozy embrace of familiarity. There’s something inherently comforting about the retro vibe, and when seasoned with today’s aesthetics? 

Departed Spirits ’50s comeback packaging design by Marx Design; Source: BP&O

The result is packaging that’s a visual treat, echoing both trust from days gone by and the allure of modern flair. Retro, revisited and reimagined!

When in Rome ’50s comeback packaging design by Rhythm Studio; Source: Packaging of the World

9. Translucent play

Brands are setting aside traditional die-cut windows and embracing transparent and semi-opaque packaging. 

Niu Beer Translucent play packaging design by NiceLab Studio; Source: Packaging of the World

This isn’t just a move to showcase the product; it’s an effort to craft a narrative from the inside out.

Refillable toothpaste packaging design concept from mimo; Source: Dieline

“With a perfect blend of textures, colors, and the product’s own dance within its casing, this design approach ensures the exterior resonates harmoniously with its contents. It’s not merely about catching an eye—it’s about providing a 360-degree view that invites potential buyers into a full product experience, even before they make a purchase.”

Justin Hamra, Art Director at VistaPrint

fnf Translucent packaging design by inDare; Source: Can10

For those seeking a dynamic shift in shelf appeal, this is the trend reshaping the design conversation.

“Certain products are too aesthetically pleasing to keep hidden. Translucent play employs minimalist graphics and deliberate typography to provide a stylish frame, allowing the spotlight to shine on what’s inside. Because, in the end, it’s what’s inside that counts.”

Justin Hamra, Art Director at VistaPrint

Ready for the biggest 2024 packaging design trends?

As we wrap up our exploration of the 2024 packaging design trends, it’s clear that these creative directions offer more than just aesthetic appeal—they’re a gateway to building deeper connections with your customers. Each trend we’ve uncovered is an opportunity for brands, especially small businesses, to tell their unique stories, evoke emotions and stand out in a busy market.

So, as you think about your packaging strategy for the coming year, consider these trends as a source of inspiration and a tool for growth. By aligning your packaging with these fresh and vibrant designs, you can make every customer interaction count, leaving a lasting impression that goes beyond the shelf.

Ready to bring these trends to life with some fresh new packaging?