Why Natural Paperboard is the New Premium
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The times are constantly changing, explained paper-based packaging producer Stora Enso (Helsinki, Finland) this week (Aug. 27, 2018), further noting design trends come and go, and so our perceptions of what is classically considered as premium is, as the company predicts, "about to change".
Following the growing eco-awareness, more and more people are personally concerned about what and how they consume, and how their way of living affects the surrounding world. This has an impact on their choice of packaging.
Following the growing eco-awareness, more and more people are personally concerned about what and how they consume, and how their way of living affects the surrounding world. This has an impact on their choice of packaging.
With this in mind, Stora Enso stated their belief that it is no wonder sustainable, renewable and recyclable packaging is highly valued by consumers. Consumers think about the environment as they choose products in the stores, and – they increasingly want organic food and expect it to be packed in eco-friendly materials.
The company further stated their belief that its not only materials but also graphic design trends are currently changing as brands that interact with the environmentally conscious consumers. Overtly colored packaging is to a wider extent perceived as cheap and outdated these days. Instead, consumers want natural and organic look and feel both in product and packaging. Subtle color, matte finish, and minimalist design is trending.
"I think brown paper always works well. It feels rustic and raw, "no additives", safe and all that stuff," said a U.K.-based consumer in Stora Enso's study.
A perfect packaging material to make a natural impression is CKB Nude by Stora Enso (pictured above), the company makes note of in their report. As an uncoated, unbleached board made from 100% fresh fiber, CKB Nude embraces the beauty of nature’s own shades of brown – creating a look that is both timeless and trendy.
Furthermore, the company noted their belief that consumers often talk about the look of the packaging when they actually mean the feel of it. So, it is the really the interplay of the tactile properties of the material, the weight, rigidity and shape of packaging and the graphic design together that makes or breaks the illusion. For packaging developers, paperboard is a chameleon and can be both environmentally friendly and shining premium at the same time.
