From user experience to sustainability and e-commerce, 2020 reshaped and accelerated many key trends in the world of packaging design. In the first installment of a two-part series, we talk with Andrew Capper, co-founder and creative director of brand design agency Echo, to unpack some of the key lessons learned from a pivotal year for the industry.
The biggest news of last year for all industries and sectors was obviously COVID-19. Broadly speaking, how has this trend affected the field of packaging design?
Packaging is not an industry that is always able to respond quickly, due to the nature of investment and production lines. Nonetheless, several of our client partners, particularly those in the personal hygiene space, accelerated existing or fast-tracked new projects to meet consumer needs, all whilst everyone dealt with lockdown and the logistical headaches of whole teams working from home.
Take Kleenex, for example. Responding to the …