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Creating packaging that stands out, influences the purchase journey and illustrates quality is the starting point  for  packaging design for luxury brands. The latest survey data from API shows that 78% of brand owners believe packaging which aligns itself to the latest cultural, fashion and design trends has a positive impact on consumer behaviour.


2019 has continued where 2018 left off: continued growth of luxury packaging as a result of increased demand for innovative and high-margin materials, which communicate essential brand values and personify luxury and sophistication. The global luxury packaging market is valued at $15.38 billion in 2019 and is forecast to grow at 3% per-year through to 2024 (Smithers Pira). Whilst Western Europe remains the largest market for luxury packaging this year, by 2024, Western Europe is expected to lag well behind the APAC region, driven primarily by strong growth in China and India (Smithers Pira).


The packaging of luxury products is central to the brand’s image; consumers are willing to spend more on products with luxurious, vibrant packaging, particularly for Cosmetics, Fragrances, Premium Food and Drinks and Jewellery (QYResearch). Another key growth segment of luxury packaging stems from e-commerce, up 13% from 2017 (Smithers Pira). This is significant, proposing a different sort of challenge for designers; retaining the luxurious feel of packaging, whilst accommodating for the growing need for returnable packaging. Furthermore, in response to increased legislation and consumer concern aimed at managing packaging waste, there has been a noticeable rise in the use of recycled materials in luxury packaging and lightweighting which involves reducing the amount of material used in packaging.


Given the notable increase in demand for premium effects and finishes in the luxury retail market, it is essential that luxury packaging solutions are consciously designed to provide maximum impact whilst also sustaining a unique brand identity which best resonates with the target consumers and the environments in which products will be seen. One finishing touch to luxury packaging which is increasingly sought after is embossing which is used to brand the company’s logo on packaging and other related advertisements. Additionally, there has been an up-take in film-free laminate finishes which allow for exceptionally fine detailing and serves as one of the most adaptive materials for recycling. Rokeriet, a Norweigan smoked salmon specialist, has developed a packaging design which utilises transparent plastic packaging to display the vibrant colour of the salmon, whilst enveloping the product with packaging that portrays a natural wood texture to give the product a luxurious, authentic feel.

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Shelley Harrison

Author Shelley Harrison

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