Business Beat

WJR Business Beat: Color 2022 Packaging Chilled and Subdued (Episode 330)

On today’s Business Beat, Jeff says packaging is fundamentally critical and you can’t treat it casually if you are serious about your business’ success.


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Good morning, Paul! Today’s Business Beat is presented by our good friends at Digital Resource. Well, for our friends who have started businesses which sell consumer goods of some kind, packaging, including the style, colors, materials, shapes and sizes and, of course, the messaging, is a critical component of whether or not a product will ultimately meet with success in the marketplace. Now we’ve all heard that saying that goes something like you’ve got two seconds to grab a shopper’s attention in the store. And given that most people never see the product, let alone buy it, unless the packaging compels the shopper to look more closely and consider the purchase, simply put, packaging is fundamentally critical and you can’t treat it casually if you are serious about your success. And interestingly, just as the pandemic has affected so many other aspects of business and our personal lives, it is also now impacting how marketers approach packaging design. And according to Shane Tilley, whose article appears in the Marketing Insider newsletter, brands and customers are both seeking some chilled-out positive vibes and packaging design after the chaos of the last two years of pandemic. More specifically, Shane’s guidance? Go with colors in your packaging that evoke calm and peace, Shane recommends. 2022 looks set to be the year of calm and color with light and airy hues and expect to see plenty of watercolor washes and muted pastel shades like eggshell and mint as designers tap into the psychological comfort that comes from light, simple design. Brands and customers alike are finding serenity and packaging design that pairs these comforting colors with minimalist typefaces and dainty illustrations, giving products a gentler feel. There’s also a noticeable absence of bold busier copy and heavy labels as brands refrain from shouting their messages too loudly. So there you have it, Paul. Bold and brash is out and chilled and subdued is in when it comes to what we’ll be seeing in packaging design in 2022. I’m Jeff Sloan, founder and CEO of, and that’s today’s Business Beat brought to you by Dell Technologies on the Great Voice of the Great Lakes, WJR.

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