Pentawards presents Packaging Design Trends 2026

The Pentawards have published their latest trend report on packaging design for the year 2026. The report is based on the submissions from this year's competition and highlights ten key trends that are shaping the packaging design industry.

The trends identified include accessibility-first design, dopamine-driven color design, cosmic-inspired aesthetics and gamified unboxing experiences. The analysis shows how packaging design is evolving and which design approaches are currently at the forefront.

Display drama as an overall visual concept

One particularly prominent trend is "display drama", which sees packaging not as individual pieces but as part of a larger visual performance. The designs are conceived so that they can be stacked in stores, presented in multi-format displays or choreographed into Instagram-worthy moments. Examples include Namahage Rice Paper Bag by Oji Industrial Materials Management, Iayia and Friends Harvest of Love by Beetroot Design and Wiseman Sparkling Wine by Shenzhen Oracle Creative Design.

Flora D'Souza, Sustainability Manager at UPM, comments on the trend: "The display drama trend feels like the designer's counterpunch: vibrant, bold and entertaining, and ready to shake us up." The prediction is that more brands will design their packaging as modular theater in the future - built to stack, align and scale into powerful visual statements.

The complete trend report is available as free download available. The Pentawards competition for 2026 starts on January 19.