Colorkarma new Feature article post

Author: Shoshana Burgett, Pink Elephant Productions

I read a lot of packaging trend reports and commentary. One thing is clear – many different packaging trends are happening at the moment – it all depends on the market and industry.  What may work for health and beauty does not necessarily work for wine or clothing. The reason is simple.  Shopping experiences are complex and retailers have begun to update their in-store experiences to engage consumers better.  

Here are a few packaging trends across various markets and why each is unique.   

box that says drench and quench cream to water hydrator for all day moisture
bliss moisturizer boxes

Health & Beauty

Over the past year, Target has been updating and rebranding its beauty department to compete with higher-end retailers like Sephora. Only a few years ago, Target was like any other box retailer, carrying Maybelline, L’Oréal, Revlon and other common brands.  Experience a Target today, and it is a vastly different experience.  

The beauty section of Target is now more extensive, with LED lighting on each shelf, and select products are displayed on tables and not crammed into historically vertical spaces. This new approach has enabled Target to attract brands like Bliss, which also has rebranding and updated packaging. I was even in a Target recently when they were sampling Bliss products (as well as others) and giving away samples.   

Today’s health and beauty market has shifted to new, more straightforward packaging, and Bliss’s rebranding is no exception. The bliss blue is still apparent as is the sans serif font, but now Bliss relies on color to draw the consumers attention.  The bliss packaging is solid blue on the top, clearly identifying the Bliss brand. However, the front is color-coded to distinguish the various products. The Honey is a rich honeybee yellow, Mint Chip Mania is the color of tropical waters, and What A Melon is a watermelon red.  

Brands pay a premium for end shelf space, and Bliss’s packaging and point displays quickly grab the consumers eyes with its soothing and calming color palette – an adjective I would not use when shopping in Target on a Saturday afternoon. It stands out from afar; its contemporary design makes it distinct and easily recognizable; any loyal bliss enthusiast will know which merchandise to select based on the color.   

People are busy, and whether it is in a retailer, specialty store or a restaurant, brands only have a few seconds to catch the eye of the consumer. 

Today’s health and beauty market has shifted to new, more straightforward packaging, and Bliss’s rebranding is no exception. The bliss blue is still apparent as is the sans serif font, but now Bliss relies on color to draw the consumers attention. The bliss packaging is solid blue on the top, clearly identifying the Bliss brand. However, the front is color-coded to distinguish the various products. The Honey is a rich honeybee yellow, mint chip mania is the color of tropical waters, and What A Melon is a watermelon red.

Brands pay a premium for end shelf space, and Bliss’s packaging and point displays quickly grab the consumers eyes with its soothing and calming color palette – an adjective I would not use when shopping in Target on a Saturday afternoon. It stands out from afar; its contemporary design makes it distinct and easily recognizable; any loyal bliss enthusiast will know which merchandise to select based on the color.

People are busy, and whether it is in a retailer, specialty store or a restaurant, brands only have a few seconds to catch the eye of the consumer.

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