The packaging mega trends for 2022

There is far more to it than just less plastic: The demand for sustainable packaging is on the rise; plastic components are gradually being replaced by renewable, eco-friendly raw materials such as cardboard, grass cardboard or cardboard made from agricultural waste. Smart packaging designs reduce material usage. The steadily growing number of zero-waste shops in Germany illustrates that more and more consumers are looking at packaging with a critical eye. Where packaging cannot and should not be avoided, solutions that meet both the buyers’ and retailers’ needs in equal measure are required.

‘Less plastic’ is what consumers and industry are demanding. Plastic windows or inlays are being fundamentally changed for sustainable alternatives, or the packaging as a whole is being made of other materials. Responsible manufacturing processes are gaining even greater influence: Energy-efficient and eco-friendly production, avoiding or cutting and compensating for CO₂ emissions, responsible handling of employees and resources, and (certified) sustainability management are becoming standard nowadays. 

Karl Knauer is one of the pioneers of sustainable packaging development. Responsibility and sustainability are key components of our corporate strategy, and have received several awards to boot. All our services related to packaging, promotional products, gift packaging and mechanical engineering are geared towards enhancing the efficiency of processes and products, conserving resources and minimising emissions.

Let the facts speak for themselves  – read Karl Knauer's sustainability report! 

‘The bigger, the better’ is a thing of the past. ‘As small as possible’ is in. More and more packaging solutions are aiming to reduce transport volumes. And that approach is paying off in terms of the number of trucks needed (reduced transport costs being a positive side-effect), carbon footprints and the resources used. Even for smaller-volume orders, reducing packaging without any detriment to the product’s visual appeal saves 40 truck journeys in just three months. This is a scale that is truly surprising. The strain on roads and the environment is being relieved in a sustainable way!

‘I love the feel of that’: For a growing number of consumers, the feel of packaging is playing an increasingly important role in addition to its visual appearance. Naturalness, material and manufacturing all bring naturalness to the fore. Packaging developers can enhance this effect even further by intelligently combining the material, printing, varnish and design. Whether it is a wood look coupled with a genuine wood feel, or a natural-feeling modern kraft paper. There are hardly any limits to the imagination.

Mindfulness as a mega trend: Consumer awareness is changing. Tomorrow’s customers will focus on making conscious and careful sacrifices and concentrating on the essentials as a result of the culture of prosperity and oversupply in Western society. Sustainability is at the very heart of a new culture where less will be more. This has an enormous impact on packaging, which in the near future will come with reduced, discreet, clean colours and shapes. The typography is simple and strong at the same time, and the design is straightforward.

This new-found simplicity is becoming a strength. This is precisely because trendy brands are well-presented in a simple fashion so they catch the eye at the POS for all the right reasons. Transparency – implemented with windows, cut-outs or even as little material as possible (e.g. with a banderole) – is important to give consumers a view of the product, the interior, the essentials. The product’s colours and features are integrated into the packaging design.

Loud, flashy, lots. But never too much. ‘Think big’ is viewed as a counter-trend to minimalism. The trend towards maximalism is becoming apparent with pompous designs and a colourful mixture of styles. Maximalism is freer and more shrill; personality is desirable, often in bright, striking colours or with shiny elements. Take gold as an example. It is eye-catching, elegant, shiny and opulent. The more of it, the better. Gold finishes such as hot foil embossing will pick up again – on a small scale by refining individual elements, to large-scale use of gold foil. Depending on the product and the target group. It is important to make a statement.

Read more about our print finishing!

A smart eye-catcher: Packaging is becoming increasingly empathic. It fits with consumers and their lifestyle. While some industries (such as the food retail or natural cosmetics sectors) are increasingly looking for packaging solutions that are stripped back to the essentials and produced using sustainable materials and finishes, others favour spectacular packaging that attracts attention and sparks the impulse to buy.

Light (integrated into packaging) is primarily still an eye-catcher for presenting the brand and there are many ways of activating it, including light choreography when the packaging is picked up, the light switching on when the packaging is opened or shining on the shelf, and many more besides. But that is by no means all: Packaging developers are certain that soon there will be films shown on packaging. ‘Storytelling live’ on the packaging: Showcasing product benefits, showing advertising films, introducing producers. It will be exciting for sure!

Discover the three options that Karl Knauer offers for integrating light into packaging:

• HiLight – printed electronics®

• HiLight – smart LEDs®

• OLED –a bright future in cooperation with INURU GmbH

Find out more

Wow! Opening packaging – unboxing – becomes a whole new experience. The packaging becomes a carrier of emotions. Unboxing videos online are a cult phenomenon. The packaging becomes a star alongside the product contents; unpacking itself becomes an experience and offers the buyer an added-value experience alongside the pure product. The product becomes a gift experience. Who does not remember their childhood and how exciting unwrapping presents was? The unboxing experience is becoming increasingly important as a marketing tool. The combination of individual packaging, a well-thought-out design and clever construction paves the way for memorable customer associations and experiences.

Read more about our unboxing experience with Wiha "Even the packaging has a new twist" or about ASAHEGO's multi-award-winning diorama presentation box.