February 15, 2022

The Danger in Trends

/ news

It’s that time of year when all eyes are on what’s coming. High season for trend-watchers and the soothsayers of marketing, their words clung onto for sign of what’s hot–or at least likely to be in the year ahead. In case you missed it, here’s the condensed version of what’s predicted for FMCG packaging…

Sustainability, obviously, but in an overt way. Bright colours as an antidote to Covid-induced gloom. Latching on to topical political and social trends like identity and mental health. And the importance of presenting well online as sales move that way.

There are a few other riffs on those main themes and they’re all well and good. But here’s the catch. In a world saturated with information and analysis, everybody’s reading–and cross referencing–the same reports. Everything will be backed up by impressively presented data. Data which of course can only measure what has happened, not what’s going to happen. Spot the irony?

This means we are going to see loads of packaging that dutifully follows those trends. In other words, predictable groupthink.

If your brand isn’t differentiated in a competitive market you might as well pack up shop and go home. So the question about trends is this: do you follow them or avoid them?

At brotherdesign.co.nz you’ll see packaging design that has set trends rather than followed them. It’s how we intend to do things again in 2022.

See the FMCG article here.