Design in 2016 – what will packaging look like?

As part of our series on the future of design in 2016 Horse Studio creative partner Sarah Pidgeon looks at what will happen in packaging design over the next 12 months.


Sarah Pidgeon

What will 2016 hold for packaging?

“Social media has created a much closer dialogue and relationship between brand and consumer – you can now create your own chocolate bar online and have it delivered in your packaging design of choice, or pick up a can of Coke with your name on it in any supermarket. We’re expecting to see more interesting examples of personalisation and consumer involvement with brands emerging in 2016.

“This is largely due to the rapid and inspiring advances in new packaging technologies we’re constantly seeing from manufacturers – some of the stuff we see on a weekly basis really blows our minds. Combined with technologies becoming more affordable, it’s opening up new opportunities for brands to tailor packaging in ways which would not have previously been commercially viable.”

What was the standout packaging project of 2015?

“One piece of packaging that sticks with me (and excuse the pun) was by the German-based agency, Kolle Rebbe for Scotch’s Magic Tape – an invisible tape.

“I can forgive the over-packaging for delivery of a brilliant idea that just makes you smile. The illusion of an empty box was created by tilting a ultra-thin mirror to just the right angle, allowing the tape to be invisibly stowed. Genius.”

Discover more of 2015’s biggest packaging projects:

• How to achieve brand visibility: “A great design isn’t great if no one sees it”

• PG tips rolls out new “contemporary” brand

• Bulletproof freshens up Trebor mints

• Designers “mash-up” Coca-Cola’s 100-year-old iconic glass bottle

• Pentagram’s Emily Oberman brands Snoop Dogg’s cannabis range

See all Design Week’s packaging design stories at

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