Don't we have to say how much we look at faces in this era?

However, you may have overlooked one thing. In this era, the so-called "look at face" is mostly about "look" on the screen. Instagram, video, any picture. Take the show, for example. Those Street Photos and T-stage photos that spread all over the world spare no effort to make themselves more distinctive. They just want you to catch the key point at a glance when you see the photos. If you really have the opportunity to stand next to the entity, you will find that your feelings are totally different.

With one exception, packaging. Design companies will seriously explain that packaging is a medium through which brands can tell stories to customers and even establish dialogues with customers. Let's put ourselves in another position. As long as you need to "use" something, you can't get around its packaging (the smartest packaging in the world may be banana skin to banana, but someone has designed a chicken rib box for it). See, pick up, skip or click on the picture, and finally feel, open and use it in our hands, we repeat countless such processes every day.

What interests you must be something that is attractive enough from the second dimension to the third dimension. We can even say that only when the packaging of daily necessities is creative can a market be sufficiently competitive. The changes of goods packaging in a market can often reflect people's attitude towards life.

For the simplest example, do you find more and more kraft paper packaging around you? More and more candy colors? More and more handwriting?

Brigitte evard, co-founder of pentawards International Packaging Design Award, believes that packaging design is a set of strict and difficult criteria, which follows the law of the market, and at the same time, we should pay attention to controlling costs and improving profits.

Founded in 2007, this award aims to award outstanding packaging and design in the world, covering product packaging in food, beverage, luxury and other markets. Not long ago, pentawards in 2015 was just announced. Looking at the excellent packaging designs selected by pentawards in the past two years, we found some interesting trends.

Irregular handwritten font, decorated cordially and warm, all in order to appear more "sincere"

As consumers become more savvy and picky, it becomes more and more difficult to win their trust in a product. In response to this change, the strategy of brands and designers is to show the sincerity of the product on the packaging, making people feel that it is not only "genuine" but also "attentive in the production process". As a result, more and more irregular handwritten fonts or scribbles appear on the packaging, which seems to be the casual graffiti created by one stroke, and more natural materials are used. In a word, try every means to show the authenticity and craftsmanship of the product, emphasize that it contains human personality and temperature, and hope to establish emotional connection with consumers.

Gino's garden, an organic olive oil brand in Lebanon, packs its products in two tilted porcelain bottles. The shape of the bottle is like an asymmetric olive. The color of the two styles is opposite to the handwritten "Gino's garden", while the porcelain bottle can only be placed obliquely. This group of packaging looks simple, but it can well convey to customers: these products are not deliberately processed, but are sincerely made by hand.