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In our interview with Phil Watson, Design Manager, Atlantic Packaging Products we spoke about how corrugated packaging design is a dynamic, evolving field. Success depends on a collaborative approach, transparent communication, and the courage to push creative boundaries while honoring practical realities. Looking ahead, the integration of sustainable materials, smart technology, and inventive structural design will continue to elevate the standard for what corrugated packaging can achieve.
Q: What are the most notable trends in corrugated packaging design today?
Phil Watson (Phil): Several leading trends define corrugated packaging design today. Customers increasingly expect cost savings, speed to market, and high adaptability for e-commerce. Minimizing waste and simplifying supply chains are also central themes, driven in part by the need to operate efficiently at a scale. Digital printing technology is surging in popularity, enabling high-quality graphics and flexibility across order sizes without the traditional costs associated with printing plates.
Atlantic’s design management team regularly collaborates with clients to not only meet these expectations but exceed them, building partnerships rooted in understanding unique packaging challenges. By conducting packaging audits, we standardize style, size, and materials to drive down costs while keeping quality and performance high.
Q: How will sustainability influence packaging design trends in the coming years?
Phil: Sustainability isn’t just a trend; it’s becoming an industry standard. Over the past four decades, we’ve seen a remarkable shift from skepticism about recycled materials to a near-universal demand for environmentally friendly solutions. The increased awareness, fueled by media coverage and evolving regulations, means design teams now treat sustainability as a foundational requirement.
We prioritize the replacement or elimination of less sustainable materials, such as plastics or foams, whenever possible. Our ongoing challenge is to design packaging solutions that are recyclable, reusable, and stand out without sacrificing performance. These efforts align both with customer expectations and our collective responsibility as stewards of the environment.
Q: What advances in printing and graphics are shaping the look and feel of corrugated packaging?
Phil: Innovations in digital printing are fundamentally changing the landscape. State-of-the-art digital presses allow us to offer high-impact graphics at volumes that range from small runs to large-scale orders, without the need for costly print plates. This technology gives brands the ability to adapt rapidly to market shifts, seasonal promotions, or personalized packaging campaigns.
Beyond traditional branding, packaging now often serves as a bridge to digital experiences. Features like QR codes and augmented reality elements are becoming commonplace, enabling smart packaging that interacts with consumer’s post-purchase.
Our print teams work closely with structural designers to ensure that the outer graphics not only reflect brand identity but also integrate seamlessly with the underlying functional design of the box.
Q: How do you balance creativity with functionality when designing packaging for different products or industries?
Phil: Creativity and functionality are not competing priorities; they work best in tandem. Our approach starts with asking the right questions about a product’s supply chain, handling, and end-use requirements. We sit down with clients to review their full SKU sets and identify opportunities for standardization and cost reduction, but always through a creative lens.
We engage in brainstorming sessions and conduct site observations to see where packaging can be improved operationally. For example, our work with pizza chains led to the invention of improved locking mechanisms and special inserts to maintain product quality. Another example, when we designed a triangular beer packaging as a promotional pack—a solution that effectively captured customer attention and earned industry recognition. These examples illustrate our enduring commitment to balancing innovation with practical concerns.
You know what I love about corrugated packaging? It’s such a durable and versatile material. Fascinatingly, it dates back to historical times as one of the earliest forms of packaging. Not only does it offer incredible efficiency and flexibility, but it also shines as a sustainable choice. Truly remarkable.
– Phil Watson, Design Manager, Atlantic Packaging Products
Q: How do you stay inspired or up-to-date with new packaging design trends?
Phil: Inspiration often starts with the team. Many of our designers come from diverse creative backgrounds, including art and photography. We foster a culture where passion and curiosity are as valued as technical skills. Regular exposure to industry publications, international design awards, and ongoing collaboration with both suppliers and customers keeps us sharp.
Building relationships with clients encourages us to push boundaries and find bespoke solutions for their business goals. Through internal and external brainstorming, we test ideas and learn from successful (and occasionally less successful) prototypes. Recognition from our peers, such as industry awards, is gratifying, but real satisfaction comes from solving problems that matter to our customers.
Q: How are customer expectations evolving, and how does that impact packaging design?
Phil: Customers today are more informed and more demanding than at any point in the past. They value transparency, rapid turnaround times, and packaging that aligns with their brand’s purpose. They also expect their packaging partners to be proactive in recommending innovations or cost-saving measures.
Our practice of offering internal packaging audits demonstrates this shift; customers now see us as collaborators, not just suppliers. The trend toward e-commerce and smart packaging solutions is also driving innovation in areas like tamper-proofing, serial tracking, and QR code imaging to enable richer consumer engagement.
By continuously soliciting feedback from our partners, we refine our processes and ensure that every new package aligns with the evolving needs of the marketplace.
Q: Are there any innovative structural design trends that you believe will shape the industry’s future?
Phil: Absolutely. Structural innovation is where much of today’s packaging excitement lies. We’re seeing increased demand for designs that are both clever and resource efficient. For example, our team’s proprietary locking mechanisms for pizza boxes and optimized board inserts enable better product quality and substantial material savings for our clients.
We also experiment with unique forms for specialty promotions, such as our award-winning triangular beer carton packaging solution that I have already mentioned about. While some of these innovations are specific to short-term campaigns, many structural advances lead to permanent improvements in production efficiency and product protection across industries.
The future will likely see more packaging designed with secondary uses in mind, enhanced compatibility with automation, and stronger integration of innovative technologies.
Our ongoing commitment is to combine practical functionality with true innovation, ensuring that each solution brings measurable value to both our customers and the environment.
