You have to agree with us: the excess of information is one of the main characteristics of the times we live in. There are so many texts, audios, photos and videos that it’s difficult not to feel like, at some point, we are going to get lost in the midst of it all. The amount of content and visual information is so vast that, when we see something simpler and cleaner, our eyes are immediately drawn to it due to the contrast.
It’s no coincidence that simplification is on the rise as a great alternative for these times, especially in a context where communication needs to be, preferentially, short, quick and inviting. In the packaging sector, simplified design is actually one of the main tendencies for 2019, precisely due to its effectiveness in conveying messages in a clear and direct way.
Losing the fear of simplification
It’s natural to think that, by simplifying the design of a package, important information will be left out. And that really happens. Some things are removed, but the idea is precisely leaving only the essentials to make the package’s look as clean as possible. It’s also important to remember that saying and showing too much can have the opposite effect and end up creating a feeling that something is being hidden by the company.
In the beauty and self care sector, simplified packages tend to get more attention because they convey the idea that the product is of superior quality – which is a very welcome strategy in that field.
An example of that comes from Natura, which invests heavily in a more direct communication in its packaging. The Tododia line of moisturizing lotions stands out because of its clean and pleasant aesthetics – which, in the customer’s mind, are associated with a product worth purchasing.
Minimalist aesthetics in technology
If there’s a field which successfully managed to bring closer simplification with sophistication, that’s technology. The minimalist aesthetics, in which lighter colors and fonts that are “easy” on the eyes prevail, is very typical of this market.
It’s also interesting to notice that the simpler appearance, of equipments as well as packages, don’t compromise the product’s concept at all. In fact, they emphasize its quality and complexity.
You know the saying “better to show than to tell”? It’s something like that. And a great example of it comes from Apple. The company was one of those responsible for consolidating the concept of simplified design in tech, to the point where their success goes without saying – for the products as well as the aesthetics.
Simplification in food packaging
If you think investing in a simpler aesthetic can be risky in the food sector, just know that’s not the case at all. As long as the application is well done and represents the values and strategies of the brand, simplification can be an excellent way to ensure more differentiation and standing out at points of sale.
Want an example? The gelato brand Diletto conveys the quality and sophistication of its ice creams through a minimalistic aesthetic in their packages. The color and the “empty” spaces prevail over other textual informations and the logo, while the clean appearance generates a positive contrast for the brand when put in the middle of other products. Not to mention the artisanal and inviting aspects added to the products as a result of that design.
As you can see, a brand can have a series of advantages if it invests in a simplified design. After all, a direct communication, including only what’s necessary is already a successful reality in a variety of segments. Worth a try, right?