Brasil Pack Trends 2020

BrasilPackTrends2020 120 aesthetics and identity employed to stimulate the association of the brand to the product (natural or environmental appeal), awakening feelings and expressing its personality, captivating and influencing the consumer in the purchase decision. Two major trends are seen in the use of colors and images in graphic design packaging. One is the unlimited use of strong and striking patterns, to attract consumer attention and / or forward the premium appeal of a given product category. Another trend is the use of a limited number of colors for the product category associated with the aspect of healthiness or with sustainability appeal. The use of striking colors, carefully selected to create distinct brand identity, was completed onpremium product packages from the Archer Farms portfolios in the United States, which also made use of the option to keep a die-cut window to reveal the product (HILL, 2010) (Figure 5.18). In Brazil, the Pullman brand introduced a new package for its product, Bisnaguito, who gained a vibrant color and was highlighted as the brand’s mascot, seeking a closer relationship with the consumer, combining modernity with tradition and offering more visibility in retail outlets (Figure 5.18). The packaging portfolios for sweated condensed milk and cream, Parmalat brand, has also been revamped with new colors and a design to highlight the products in retail outlets and attract the attention of consumers (EXAME.Com, 2012) (Figure 5.18). The trend of limited colors was used on packages of English snacks brand Bear to convey an aspect of being 100% natural, free from added sugar, preservatives or additives in products. With matte finish and limited colors to indicate the simple and natural aspect of the product, the packaging reflects the brand’s personality (HILL, 2010) (Figure 5.19). Moreover, the use of limited colors is a feature favorable to products with a sustainable appeal, as the reduction or absence of pigments in packaging facilitates the material separation and recycling process. It was demonstrated by the beer brand Itaipava with the AMA Project logo design (Environment Mobilization Area Project), which aims to preserve the environment (EXAME.Com, 2012) (Figure 5.19). FIGURE 5.18 Packages with striking colors to create distinct brand identity Source: Press Release FIGURE 5.19 Limited colors to represent the healthiness or environmental appeal of the product Source: Press Release Marketing techniques indicate color separation into three groups: warm (red, orange and yellow), cool (green, blue and purple) and neutral (monochromatic colors like black, gray and brown) which are usually associated certain values and feelings to attract consumer attention. The green color, for example, has a strong bond with the balance and nature and, therefore, is commonly used in products that are natural, healthy or with some ecological appeal. The natural brown paper or paperboard is also used in some cases for