PET Food Processing - December 2018 - 48

PACKAGING TRENDS

a product's sustainability story and tap into consumer
trends. The design aesthetics outlined below can help pet
food brands leverage these trends to drive purchasing
decisions among savvy, digitally connected consumers.

By nature = sustainable lifestyles
As sustainable lifestyles grow in popularity, consumers
are increasingly aware of how their actions, including
their purchasing decisions, impact the environment now
and in the years to come. The trend toward more environmentally friendly lifestyles is also driven by a desire to
get away from digital life and experience nature firsthand.
This consumer trend easily translates to the rise in popularity of natural pet foods, which place an emphasis on the
integrity of the ingredients and their connection to the
natural world. In fact, in a study by Mintel, 53% of all pet
owners stated the best type of diet for their pet was one that
"they would have eaten in the wild." This number jumped
to 69% among consumers who own both dogs and cats.
Pet food companies can address this trend by
reflecting the natural world in package design. Natural
landscapes, forests, rugged shapes for inspiration and
autumnal landscapes inspire a rich and saturated color
palette with hues of earthy browns, greens and grays.
These colors can be balanced with clear tones, beige and
black. A rustic look can be achieved by picking up on
the textural nature of recycled paper, wood, rough pulp
and fiber-infused papers.

Geometry and minimalism = simplify life
Consumers are on the lookout for things that simplify their busy, hectic lives and help them feel less
stressed. This includes looking for products and ideas
that give them new ways to save time and make their
day-to-day lives easier.
Roper Reports Worldwide, a global consumer data
and insight service, found that 65% of consumers said

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not having time for the things they want to do is a cause
of stress. The same report found that 63% of consumers
are willing to pay more for simpler experiences.
In our visually noisy world where brands are constantly
vying for attention on a wide variety of platforms,
consumers are increasingly attracted to packages that
are simple, yet eye catching. Package design can communicate these concepts by using strong graphics and
bold geometric shapes, set off by sharp contrasts of black
and white with bold and bright tones. Stacked geometric
blocks in vibrant colors can give a playful look. Bright
tones with darker colors for two or three hues layered
together, negative space and minimalistic typography
can all make an impact. Adding aluminum or other
metallic finishes, or a mix of matte, metallic, opaque or
glossy finishes adds a modern flair.

Human hand = searching for real
connection
In an overly connected digital world, finding real, human
connection can feel like a challenge. As consumers look
for connections and comfort in their life, they also look
for meaning and personality in their products.
Reflecting this bias, consumers favor brands that can
interact with them in a friendly manner and are willing
to build lasting relationships. A Marketing Week report
found that 63% of consumers want brands to treat them
Left: Mixes of photography and hand sketches make packaging designs feel refreshingly honest and support consumers'
desires for meaning and personality in their products. Petcurean
Middle: Reflecting scenes from nature can imply a product has a
positive impact on the environment. Castor & Pollux
Right: As pet owners become increasingly conscientious about
the health and wellbeing of their pets, they look to packaging for
information about functional ingredients in pet food to compare
the health benefits of certain brands. Blue Buffalo

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PET Food Processing - December 2018

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