Minimalism: Packaging Design Ensures Less is More

By Moira Stein, Insights & Strategy at Berlin Packaging

A lot has been made of the “minimalism” design trend that has gained momentum over the last several years. This refers to brand design that embraces a simple, subdued, and uncluttered aesthetic. For some consumers, minimalist design provides a small mental escape from today’s everyday stressors and a visual break from over-stimulation. For others, minimalism signals sustainability, and pared-back design without all the “bells and whistles” aligns with their values of conscious consumerism.

Many consumers associate minimal package design with premium or “clean” products with higher quality or fewer ingredients. A recent Journal of Marketing study of 1,300 packages in the largest supermarket chain in the U.S. found that “the simplicity of the package design is positively associated with price.” So, using a minimalist package design for your brand may seem like a no-brainer. But it’s not that simple. Here are some pitfalls to avoid when implementing the minimalism design trend.

Primary packaging with unexpected shapes, multi-sensory tactile elements, and premium materials creates a unique user experience. Image courtesy of Berlin Packaging.

Don’t Feel Cheap

While minimalist design can feel more premium, the Journal of Marketing study found that is only sometimes true. Store brands using minimalist packaging design don’t benefit from the same quality perception — or consumer willingness to pay more — as non-store brands. This is likely due to consumers associating store-brand products with lower quality. The study notes, “Consumers want to pay less for simply designed store-brand products, which aligns with what they think about generic products —that they are low quality, and that the company doesn’t invest in pure ingredients.” Simple packaging signals a further lack of investment, so value brands need to be extra careful not to use minimalist design that reinforces consumers’ negative perceptions. Even premium brands must ensure their minimal package design is executed well to avoid feeling generic.

Minimalism doesn’t always hit the mark, and there can be a fine line between what’s perceived as high-quality vs cheap. There’s an art to maximizing the impact of your minimal design. The perfect shape, size, silhouette, materials, finishes, ergonomics, and more can elevate a minimal package structure. When it comes to branding, the perfect combination of typography, sizing, spacing, and color selection can make the difference between generic and gorgeous. It is essential to work with brand and structural designers who understand the nuances of minimal design.

Don’t Be Boring

Today’s consumers are increasingly experience-driven and looking to interact with brands in unique ways. According to GlobalData, people are “willing to pay more for products that satisfy them on a more experiential level.” It’s important to ensure minimalist design does not feel boring but attracts and entices consumers. Finding ways to engage with consumers through packaging can differentiate your product from the competition and drive brand loyalty.

When using a minimal design aesthetic, consider ways to still create a unique user experience. This can include primary packaging with unexpected shapes, multi-sensory tactile elements, and premium materials. Secondary packaging can be minimalist while creating a special unboxing experience. Consider how the package opens – does it build a sense of excitement and anticipation? How is the product displayed – does it feel special and unique? Do the materials and finishes elevate the experience? How can you add an element of surprise and create delight?

Don’t Force It

No matter the trend, it’s important to ensure your package design aligns with your product positioning and personality. According to the Journal of Marketing study, the minimal aesthetic did not perform as well on indulgent products, noting that “when consumers seek to indulge, they are less willing to pay for products with simple packaging.” That’s likely because complex packaging graphics suggest more ingredients, flavor, and indulgence. The study includes a lesson for CMOs, “Aligning the visual design of the product package with ingredient information is essential to make a positive impact on consumers.” Brands in indulgent categories like spirits, snacks, confections, and desserts need to be careful not to utilize a minimalist design that doesn’t reflect the flavor experience consumers want.

In addition to communicating indulgence, a maximalist aesthetic can suggest a brand is more fun, creative, and exciting. Packaging should always reflect your brand story and feel authentic and meaningful. If your brand is all about innovative flavors, it makes sense to feature delicious ingredient imagery. If your brand positioning is playful, whimsical graphics help communicate that message. If your brand has a big, bold personality, minimal brand design may not be a good fit. There is no one-size-fits-all when it comes to brand design — it requires a strategic approach.

it’s important to ensure your package design aligns with your product positioning and personality. Image courtesy of Berlin Packaging.

Don’t Forget About Sustainability

There’s no doubt that sustainability is a priority for consumers. People want to support brands that align with their values, including a commitment to the environment. Similar to minimalist packaging, consumers are willing to pay more for sustainable packaging. A Euromonitor study found more than 4 out of 5 consumers (82%) are willing to pay up to 10% more for sustainable packaging. While clean, simple graphics can suggest a brand is eco-conscious, minimalist packaging formats can provide tangible sustainable benefits.

Reducing unnecessary components like outer cartons, overwraps, and inserts can reduce packaging waste. Lighter weight options can reduce fuel consumption and emissions associated with shipping. Refill systems extend a product’s life, minimize the extraction of natural resources, reduce the energy needed to produce new packaging, lower greenhouse gas emissions, and decrease waste.

Partnering with a packaging supplier that has sustainability expertise can ensure your minimalist design solution is effective and sustainable. Lifecycle analyses (LCA) help quantify a product’s environmental impact over the course of its entire lifecycle. LCAs can calculate a product’s environmental footprint, including its carbon footprint (greenhouse gas emissions) and water, mineral resources, and fossil fuel use.

Refill systems extend a product’s life, minimize the extraction of natural resources, reduce the energy needed to produce new packaging, lower greenhouse gas emissions, and decrease waste. Image courtesy of Berlin Packaging.

About the Author

Moira Stein has spent 20+ years working in brand marketing, with a focus on strategy and design. For the past five years, she has helped Berlin Packaging’s customers leverage consumer and category insights to develop strategic package design solutions that create impact and drive sales. Moira has experience across a variety of sectors, including food & beverage, personal care, and home care. Her clients have included large CPG companies like SC Johnson, Kraft, and ConAgra Foods, as well as small distilleries, wineries, and start-ups.

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