Why These Complex Times Demand Simpler Packaging

After the economy came crashing down in late 2008, consumers instinctively gravitated toward things that were more stripped down. The quest for simplicity was even reflected in those consumers’ choices of packaged goods. The cluttered look of the boom times gave way to more spartan designs that harkened back to an earlier era.

At least, that’s Peter Clarke’s take.

The CEO and founder of Product Ventures, a Fairfield, Conn., design firm that has created packaging for Heinz, Folgers and Febreze, among other brands, Clarke said he expects the simplicity trend to continue as well as sustainability.

In fact, within five years or so, Clarke expects that it will be common in the U.S. to see carbon footprint data alongside nutritional information on most packaging.

Clarke discussed that and other movements in vogue in packaging design with Brandweek.

Brandweek: So this simplicity trend is going hand-and- hand with the economy?

Peter Clarke: Just to give you a bit of background, we’re a creative agency and research is integral to what we do. So every day we seek to understand the changing attitudes, needs and desires that are derived from a variety of factors. What we’re seeing today is consumer confidence has been shattered. People are skeptical of false claims and promises, and simplicity really fills a need on the part of the consumer...When you’re under a lot of pressure, you have a tendency not to be as avant-garde and risk-taking and overindulgent as you can when you’ve got a pocket full of cash.

BrandWeek: Are there any other trends you’re seeing?
Peter Clarke:Sustainability absolutely is not only [a] trend, but it’s also a very important design principle that people are going after.