CPGs (Consumer Packaged Goods) are a huge part of our everyday lives, encompassing products from food and beverages to personal care items and household essentials. When it comes to the design of the packaging of these items, we typically see two primary approaches: minimal and streamlined or elaborate and full of information. Neither of these approaches are necessarily the ‘right’ way – context is key. However, it’s essential to know which to utilize and when. Each design approach has its own set of advantages and disadvantages, and the choice between the two can significantly impact how consumers perceive a product or a brand.
Minimalism
Minimalistic packaging, as you may guess from its name, is about simplicity and efficiency in communication. But what does this type of packaging say about the product within?
Modern – The modern world is fast-paced, and simplicity is highly valued in design across many industries. Streamlined packaging is a departure from cluttered packs of the past. A pack that focuses on functionality resonates as contemporary for many shoppers.
Good-For-You or Good-for-the-Environment – Depending on the category, a minimalistic pack can give off a “clean” feeling. It can signal that the product has less ingredients or aligns with sustainability initiatives. Within this context, this approach appeals to customers that value health and eco-friendliness, and they may be willing to pay more for that.
Minimalistic packaging can be a valuable design route for many brands, but there are some key watchouts.
Ambiguity – While concise packaging can resonate for many shoppers and aid in shopping, brands need to be careful not to scale back too much. Shoppers need to still be able to tell what the product is and must pick up on a compelling reason to buy.
Lack of Brand Identity – Shoppers still need to pick up on who they are buying from. Many brands need to achieve widespread equity for a move to minimalism to be successful. Additionally, with minimalistic packaging, brands must pay careful attention to striking a balance between consistency and differentiation within their product line.
Target Audience – Due to the correlation between modern perception and minimalistic packaging, brands must also keep in mind their target audience. While a younger crowd may appreciate a streamlined pack, it may be a turnoff for older individuals.
Maximalism
Maximalism, on the other hand, takes the opposite approach to packaging design. It thrives on abundance, incorporating vibrant colors, intricate patterns, and a wealth of information. Here's a closer look at what maximalistic packaging communicates about a product:
Brand Recognition – Maximalist packaging often includes distinctive brand elements, making it easier for consumers to identify products from a particular brand. This can be especially important for brands with a diverse product line, helping maintain a cohesive brand identity across different offerings.
Despite its advantages, maximalist packaging comes with its own set of considerations:
Overwhelming – Too much information or overly intricate designs can overwhelm consumers, leading to decision fatigue. It's crucial to strike a balance between providing information and maintaining visual appeal.
Costs – Elaborate packaging can be more expensive to produce, which may impact the overall cost of the product. Brands need to weigh the benefits of maximalist packaging against production costs and consumer perceptions of value.
Ultimately, there is no one-size-fits-all approach to packaging design, and success lies in understanding the nuances of consumer perception. Striking the right balance between benefits and overcoming barriers is crucial. It is so important, we here at Behaviorally have designed our own Benefits and Barriers framework that underpins all our research methodologies and structures our results and recommendations. It serves as a guide to pinpoint opportunities throughout the shopper journey, strategically influencing consumer choices and culminating in the most important moment in marketing: the purchase transaction.
Learn more about our framework and crafting effective packaging by reading “The Power of Packaging to Drive Shopper Growth” and contacting us today!
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