The dietary supplement market has exploded over the last few years, which means shelves are fully stocked with competing products. So how do you make yours stand out in the crowd? It turns out it’s easier to tap into what your consumers want to see than you think.
Packaging trends in 2016 saw the rise of simplistic aesthetics as a response to the overwhelming diffusion of information in the digital age. Supplement packaging saw the same emerging trends. Overwhelmed consumers opted for products that displayed limited jargon and simple directions of use in bold, eye-catching lettering. Today we have so much information at our fingertips that to be faced with something clean and simple is a welcome respite. Essential messages, clearly portrayed with professionalism and quality assurance, tap straight to the nerve of your consumers’ needs and desires.
Modern, unique supplement packaging can infuse a fitness product with the strength, movement and excitement that appeals to the target market. Many packaging designs are still in the age of “white design” with natural green hints, alongside impressively confusing jargon. While perfect for certain supplement users, this focus on passive regulation will fade into the shadow of a professional, minimalist design to a fitness consumer.
The growing trend of simplicity is a serious consideration for how informative your packaging will be. Trends leading into 2017 suggest that bold, streamlined aesthetics stand out on the shelf without relying on informational support to sway the client. A happy medium needs to find itself in an informative design without overloading the customer. This means no jargon and no complicated explanations – save that for the leaflet.
Once you’ve reached a decision on the aesthetics of your supplement packaging, it’s important to give equal weight to the packaging form. Different forms of product imply different uses and will appeal to varying customers. Conventional blister design will appeal to daily supplement users because of their content-explicit design, which ensures measured dosages. However, supplement powders and protein shakes are often available in tub form for easy measuring and preparation. Pouches are often utilised by products seeking to appeal to a ‘little but often’ approach to supplements, often pairing their small, sleek form with functional efficiency and decorative aesthetics.
Critically, it is important to remember that you are designing for a specific consumer. The better you know that consumer, the more targeted your supplement packaging design can become. While there are certain trends – for example simplicity, clarity and minimalism – it is important to consider the functionality of your product in its entirety throughout the design process.