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Is now a time to go bold with packaging? The answer depends on which school of thought you land in when it comes to minimalist versus maximalist packaging. Both options come with pros and cons that can rub up against your marketing plans. Both also have the potential for immense beauty. What does every brand need to know when deciding between minimalist and maximalist packaging? Your packaging is already telling your brand story. Make sure you’re in control of it. Take a look at the whole story on both of these extremely interesting extremes.

Defining Minimalism in Packaging Design

Most people are familiar with the concept of minimalism. You’re using less to create an impression that’s “more.” Minimalist design focuses on only using elements that are intentional. Every touch makes a strong statement without competing for attention. While the misconception is that minimalism comes down to adding as little as possible, the reality is that minimalism really comes down to adding only what matters. If you need to visualize a good example of minimalist packaging, simply picture the packaging around an Apple iPhone.

What’s interesting about minimalist packaging design is that it’s surprisingly universal. In fact, minimalist packaging is commonly used by both mom-and-pop and luxury brands. Minimalist packaging is a favorite of independent, eco-conscious brands because it conveys the impression that the product speaks for itself. “Bare” and “raw” packaging designs reinforce the idea of a product being unadulterated. The message that money isn’t spent on flashy marketing is also pushed when smaller brands seeking to create a grassroots vibe rely on minimalist packaging.

Luxury brands also love minimalist packaging. Breaking packaging down to the essentials instead of creating a flashy design is a strategy for generating exclusivity among luxury brands. Simple packaging allows brands to avoid the appearance of “trying too hard” that can chip away at prestige. Using minimalist packaging sends the subconscious message that the product is amazing enough to stand on its own without the need for bold packaging. However, it’s important to note that this is just one side of the packaging strategy for luxury brands. Some brands actually choose to go completely in the opposite direction by using over-the-top, ultra-flashy packaging to accentuate a product’s rarity. Some of the impressions conveyed when minimalist packaging is done correctly include:

• Luxury.
• Simplicity.
• Cleanliness.
• Elegance.
• Soft-spoken quality.
• Purity.
• Honesty.
• Transparency.
• Healthiness.

The bottom line is that minimalism isn’t just simplicity. It’s strategic simplicity that makes a bold statement using calculated messaging. It often takes just as much thought and preparation to design what would be described as minimalist packaging as it does to go “all-out” with maximum-effect packaging.

What Are the Pros and Cons of Minimalist Packaging Design?

Minimalist packaging design allows your brand to convey a subtle message of sophistication. Brands often find that they are able to create a cool, clean brand profile by becoming identified by minimalist packaging. The obvious downside to minimalist packaging is that it can cause a brand to “blend in” on the shelves. There is always the risk of achieving a look that is “bland” when the intention is to be minimalist. The other potential risk with minimalist design is that a brand may go “too bare” when it comes to including important product information on the packaging. A lack of words or images can sometimes create confusion about the purpose of a product. Marketing research shows us that packaging is often seen as a source of information for consumers. However, the good news is that brands that use minimalist packaging design wisely get to enjoy all of the perks of using crisp messaging that creates instant brand recognition without the need for overly complicated packaging.

Defining Maximalist Packaging Design

Everyone knows maximalist packaging design when they see it. It grabs your attention, hooks you in, and makes you feel like you’re witnessing art. High-concept, high-attention packaging designs work for brands that are motivated to create strong visual branding. When done correctly, maximalist packaging design isn’t gauche. Even packaging that is trying to be artistically gauche isn’t gauche if it’s done correctly. Correctly executed maximalist design instead conveys impressions of:

• Luxury.
• Avant-garde ideas.
• Opulence.
• Confidence.
• Trendsetting.
• Pushing limits.
• Redefining beauty.
• Exclusivity.
• Rarity.

Good maximalist art always tells a story. Think of it like you would think of any piece of artwork. The maximalist approach to packaging design is increasingly gaining traction in categories that are experiencing lots of crowding. This is seen frequently in the alcohol industry. It’s truly an “artist’s race” when it comes to designing the best and boldest labels and packaging for wines, beers, and liquors to set products apart. Many luxury brands also go with maximalist packaging in order to make products feel like collector’s items. In many cases, packaging for high-end items is intended to be kept as part of the “experience” of buying the product.

What Are the Pros and Cons of Maximalist Packaging?

Creating maximalist packaging can truly be a brand-defining moment. Hitting the right note with “loud packaging” can lock in brand identity to create strong brand recognition that will last for decades. However, that doesn’t mean that maximalist product packaging doesn’t come with some risks. In fact, maximalist packaging design is considered the riskier of the two options when pitted against minimalist design. The design you choose may be associated with your brand for a long time to come if you make a strong enough impression.

What are the risks that go along with maximalist packaging design? First, this type of packaging can often cost more. Brands may need to invest more in original artwork, complex configurations for ensuring that graphics are properly displayed, and fancier finishes. That doesn’t mean that maximalist product packaging is out of reach for smaller brands trying to maintain reasonable packaging budgets. In many cases, intentional use of color printing, custom packaging inserts, and protective coatings can create world-class looks on small-business budgets.

Minimalist and Maximalist: How to Decide Which Packaging Choice Is Right for Your Brand

Deciding which style choice is right for your brand is the first step to developing a packaging strategy. It’s important for brands to define their packaging intentions prior to the brainstorming process because knowing which style choice you’re going for allows you to set clear boundaries and guidelines for your style choices. It’s a misconception that you’re choosing “plain” versus” bold when choosing between minimalist and maximalist packaging design. Both can create strong impressions. It all comes down to the “sound level” of the impression you want to make.

There’s an easy way to decide what works for your brand. Much of the decision comes down to matching packaging with the product. Make sure you’re answering these questions as you wade into the task of designing accompanying packaging for your product:

• Is the product being sold a minimalist or maximalist product?
• What are the core values of your customers?
• What message does your brand tone convey?
• Is it time to consider going with the opposite voice compared to what you’ve been using up until now?
• What tone are your competitors in your category choosing?
• What opportunities for telling your brand story do you want to utilize through packaging?
• How much are you willing to invest in packaging in order to use packaging for messaging?

Ultimately, decide if there’s a story that should be told through packaging. This story can be told through color, shape, texture, or movement. Yes, some brands choose to create interactive touches to keep up with the demand for an exciting unboxing experience. This is an option to consider if you’re looking for ways to use packaging to market a product that is being promoted as “making a great gift.” It all goes back to that original concept of looking at packaging as art.

Discuss Your Options for Custom Minimalist or Maximalist Packaging With Packaging Experts

Packaging of any style needs to be brought to life with the right packaging engineers, designers, and printers. That’s why talking with a packaging vendor needs to be one of the first steps when creating a packaging concept for your brand. At Mid-Atlantic Packaging, we help clients in all product categories create custom packaging options that convey their values. Let us help you tell your brand story by going as bold as you want with custom packaging. Get a free custom packaging quote today!