Modern packaging must be thoughtfully creative to address all consumer requirements. Therefore, manufacturers need to carefully consider multiple factors in their design process.

SCGP would like to share interesting packaging design trends from the ‘Packaging Speak Out 2025’ held in Vietnam! This event featured two expert speakers: Mr. Sumeth Boonyathanapan, Manager – SCGP Inspired Studio and Packaging Solutions, and Mr. Danh Trần, Vice President of VDAS Design Association and founder of VMARK. They shared practical approaches and case studies on designing connections between concepts, brands, and users, resulting in four interesting conclusions:

1. 👨‍👩‍👦 Understanding Multi-Generational Consumers Consumers from different generations have varying preferences and needs. For example, Gen Z emphasizes uniqueness and environmental friendliness, while Gen Y prioritizes simple, functional design. Therefore, packaging design should connect with each age group by starting with consumer behavior studies. Additionally, usability must be considered from opening, holding, and storing to post-use management, ensuring both aesthetic appeal and practical functionality.

2. 🥮 Cultural Connection Incorporating local culture into design is one way to connect with people across different age groups. It also adds value to packaging by being filled with identity, pride, and honoring local values. For example, moon cake packaging in Vietnam uses traditional patterns and local symbols, incorporating product-related stories that help deepen connections and create bonds with consumers.

3. 🚀 Designing for the Future with Two Approaches
Approach 1: CARE / SHIFT / VALUE
CARE: Caring for the world by using resources wisely and being environmentally friendly
SHIFT: Adapting to consumers by designing according to changing lifestyles and needs
VALUE: Creating value and credibility by communicating with sincerity and honesty for consumer recognition
Approach 2: The 3G Model
GREEN: Environmentally friendly – choosing biodegradable materials, easy to recycle, or locally sourced materials
GENUINE: Sincere and promoting cultural identity – must be transparent, honest to consumers, and convey local identity through design
GRAVITATE: Attractive – creating outstanding work that provides good consumer experiences from start to finish

4. ♻️ Sustainability as Standard Designing for sustainability helps meet consumer expectations, comply with regulations, and enhance brand value. It also creates long-term relationships with the world and users.

These four trends from expert perspectives in both Vietnam and Thailand demonstrate that good packaging must serve as a comprehensive and optimal connection point between brands, consumers, and the environment.

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