乔希白is principal and creative director of New York City-based brand and design agencyoffwhite Co.
Selling to an empowered consumer base is challenging business. Never before have we seen a generation so laser focused on eating healthy, whipping out their smartphones to read up on reviews, search ingredients or find a company’s backstory.
So it’s not surprising that the trend of better-for-you is showing up in food packaging, not only reflecting what’s on the inside — in terms of gluten-free,non-GMO或有机成分 - 也是外面的东西。粮食生产商需要在简单，清晰，环保的展示中提供一个品牌信息，比以往任何时候都更强大。
在我公司的角色帮助公司提升了他们的品牌，以获得消费者的关注和信任，在食品包装中接下来的尖端是关键的。以下是我们看到2020年及以后的五大包装趋势：
乔希白
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Eco-friendly:After years of talking about it, zero-waste, edible packaging is on its way. Imagine biting into an empty carton or swallowing a water bottle instead of recycling it. It sounds far-fetched, but the era of having your food and eating the wrapper too is becoming reality. Food industry leaders are already offering edible wrappers for sandwiches, cookies, ice cream bars and other individually wrapped foods made from natural materials such as potato, rice paper, seaweed, wax-coated sugar and tomatoes. Other eco-friendly advances to watch for include soy-based inks, biodegradable plastics and compostable materials.
透明：关于食品成分的推动和预期将继续到2020年，无论是在包装措辞和包装结构中，都使用过透视或半透明材料生长。这些公司涉及消费者对他们所做的透明度的需求以及它们如何制作产品，我们越多，我们就越看到清除包装，从内部删除猜测。然后，研究表明，当给出选择时，消费者将选择透明包装在不透明包装上。
Sophisticated:Brand trust is everything to consumers. Once you’ve lost their trust, you’ve most likely lost them as customers. Interestingly, with the notion of reliable, premium food products on the rise, brands are increasingly shifting their strategy by borrowing design language typically found in what are considered safer, trusted or reliable industries, such as finance, real estate and law. For example, there is a huge uptick in the use of bold serif typography in logomark design, headline copy and even body copy. This approach was taboo only a few years ago as brands positioned themselves as more trendy, as opposed to aligning with seemingly uncool, stale industries.
简单的：In today’s high-tech, instantaneous world, consumers don’t have time to digest reams of information — nor do they want to. In response, we’re starting to see food brands cater to the “tell me what I need to know quickly” trend by latching onto simple, bold colors, big type and one-word brand names, with messages that are catchy and to the point. A leading whole food protein bar, for example, is taking an aggressive stance on keeping it simple by only listing its food ingredients in large font on the front of its packaging, followed by “No B.S.”
On-brand:The coming year will also see a growing trend toward communicating a brand story that shows up in all of a company’s brand assets, as consumers gravitate towards products that match their lifestyle and dietary choices. Defining an over-arching brand archetype — such as “unconventional rebel,” ”‘friendly neighbor” or “knowledgeable sage” — will increasingly influence all of a company’s brand touchpoints, starting with packaging. As an example, a leading producer of grass-fed, organic dairy products depicts its delicious yogurt product lineup with tasty fruits nestled in a bed of meadow grasses. The same bed of grass is extended to all of the company’s milk offerings, incorporating actual portrait photography of dairy cows from its farm, versus faking it with stock photos of cows. This consistency helps underscore a trustworthy-source, natural and fresh positioning across all product offerings — current and future.
