As the old saying goes, “Sometimes, less is more.” That’s a key trend we have been watching in packaging for some time.
It’s called “minimalist design,” which strips away the visual excess and retains only the necessary elements of the product or brand. Brands that exemplify minimalism include Apple, COS (Collection of Style), and Aesop, whose simple, clean layouts are iconic and stand out against the sea of visually busy packages characteristic of many products.
Because minimalism is associated with less, it is also associated with sustainability. When brands switch to a minimalist design, they also boost their sustainable image.
What are some of the characteristics of minimalistic design?
- Straightforward typography:Clean, easy-to-read fonts that prioritize legibility and brand identity.
- Limited color palette:Minimalist designs generally use a maximum of two or three colors and one or two fonts.
- Liberal use of “negative” space:Not every surface has to be covered. Leaving “empty” (or negative) space allows for breathing room. Negative space draws the shopper’s eye to the core messaging when used wisely.
- Use of texture:Minimalism frequently incorporates texture to add depth and interest without adding visual clutter.
- Standout logo:Your logo jumps out when everything else is simple and clean. This helps to reinforce branding.
Tips for Creating Minimalistic Packaging Design
Okay, you want to give minimalistic packaging design a try. What are your next steps?
First is to define your brand identity. Before minimizing the essence of your product or brand, you must know what the essence is. Is your product about saving time? Becoming healthier? Boil it down.
Second is to ensure functionality. Design packaging that can be easily opened, stored, and disposed of. The design may be simple, but the experience of using the product should be seamless.
Third is to Incorporate sustainability. Eco-friendly materials and processes appeal to environmentally conscious consumers and align with minimalism’s simplicity and practicality.
Minimalistic designs can stand out when other brands try to outdo one another with traditional (and busier) packaging. This approach is not for every brand, but when it’s a good match, it can be a powerful tool for stopping shoppers in the aisle, commanding their attention, and making the sale.