Packaging design plays a pivotal role in capturing consumer attention and influencing purchasing decisions. As we are well into 2023, it’s essential to stay updated on the latest trends shaping the industry.

Let’s explore the key packaging design trends to watch this year and how they can elevate your brand’s visual presentation.

1. Illustrated Ingredients in Punchy Palettes

Transparency has become increasingly important to consumers, particularly when it comes to understanding the ingredients in the products they purchase. One of the standout trends for 2023 is the use of illustrated ingredients in vibrant and playful palettes.

By incorporating bright and fun illustrations, brands can visually represent their product ingredients in a way that is both appealing and informative. This trend not only captures attention but also differentiates various product flavours or variations.

2. Tactile Texture

In a crowded marketplace, brands are exploring ways to make their packaging stand out. Tactile textures are gaining popularity as a means of creating a sensory experience for consumers. Techniques such as embossing, debossing, die-cuts, and foil printing add depth and visual interest to packaging.

By incorporating these elements, brands can elevate the perceived value of their products and provide consumers with a multi-sensory interaction beyond just visual appeal.

3. Ecstatic Colours

Bold and vibrant colours have always been effective in grabbing attention, but in 2023, brands are taking it a step further with “ecstatic colours.” These highly saturated, punchy neons exude playfulness, confidence, and fearlessness.

This trend is particularly prevalent in drink packaging, where brands aim to captivate consumers with visually striking and energetic designs. In a world where visual attention is highly valuable, embracing ecstatic colours can help your brand make a memorable impact.

4. Mascot Variations That Tie Products Together

Mascots have long been used to enhance brand recognition and create a sense of familiarity. In 2023, brands are giving their mascots a refresh by introducing variations across different product types.

By changing outfits, poses, or activities, brands add an extra layer of personality and uniqueness to each product within a range while maintaining overall brand cohesion. If you’re launching a new product in the coming year, consider leveraging the power of mascot variations to infuse new life into your brand’s packaging.

5. Wrap-Around Patterns

The use of wrap-around patterns is gaining traction in packaging design. These patterns encompass the entire packaging surface, creating visually appealing and cohesive designs. Whether it’s intricate illustrations, geometric shapes, or abstract motifs, wrap-around patterns add depth and character to packaging. By embracing this trend, brands can create packaging that stands out on the shelves and engages consumers with its captivating visuals.

6. Typographic Scrawl

Handwritten and expressive typography brings an authentic and human touch to packaging design. Typographic scrawl, characterised by irregular strokes and playful letterforms, has become increasingly popular in 2023.

This trend evokes a sense of craftsmanship and personalisation, allowing brands to connect with consumers on a more emotional level. By incorporating typographic scrawl in your packaging, you can convey a unique brand voice and create a memorable impression.

7. Sticker Book Aesthetic

Nostalgia plays a significant role in packaging design, and the sticker book aesthetic taps into this sentiment. This trend evokes memories of childhood and allows consumers to relive the joy of collecting and arranging stickers.

Brands can incorporate playful and interactive elements reminiscent of stickers in their packaging, encouraging consumer engagement and fostering a sense of brand loyalty. By embracing the sticker book aesthetic, you can create packaging that sparks nostalgia and captivates your target audience.

8. ’70s Vintage

The resurgence of vintage aesthetics continues in 2023, with a particular focus on the ’70s era. Brands are embracing retro colour palettes, typography, and graphic elements to create a nostalgic vibe.

This trend allows brands to tap into the timeless appeal of vintage design while adding a contemporary twist. By incorporating ’70s vintage-inspired elements in your packaging, you can evoke a sense of nostalgia and connect with consumers who appreciate retro aesthetics.

Final Thoughts

Staying abreast of packaging design trends is crucial for brands looking to make a lasting impact in 2023. From illustrated ingredients and tactile textures to ecstatic colours and mascot variations, each trend offers unique opportunities for brands to differentiate themselves and connect with consumers.

By incorporating these trends into your packaging design strategy, you can create compelling visual experiences that resonate with your target audience. Embrace the evolving landscape of packaging design and set your brand apart in the year ahead.

Luckily, Jam & Co is here to help. We are genuine, bold, strategic, and excellent. Let us enhance your brand through creative packaging design. When you choose to work with Jam & Co, you are choosing more than a regular agency—you’re choosing a partner that cares about the reputation of your business and the well-being of all its employees.

Please call us today on +612 8054 4563 or leave an enquiry.


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