Artist of the day: Artists of the Day, September 24, 2022: Bottled water design, (#1656)

Bottled water is among the most universally sold consumer products in the world. The retail venues for bottled water include grocery stores, convenience stores, bulk stores, restaurants, and vending machines, among others. Point of sale displays are commonly used, although bottled water is typically displayed in cooler cases near other beverages such as energy drinks, sports drinks, and sodas.

Shape
The shape of a bottled water package is perhaps the most noticeable aspect. Although the standard bottle shape is still fairly prevalent, other forms such as pouches and cartons are gaining momentum. Additionally, the shape of the standard plastic bottle is being modified to include complex contours and swirls.

The observed trends in bottled water package shapes are meant to catch the eye of the consumer. A sleek, contoured plastic bottle seems to be a highly desired component

Imagery
The mountain and nature scenes depicted on such well recognized water brands as Aquafina and Evian are a common and typical aspect of bottled water packages. Also commonly depicted are nature scenes and water droplets or snowflakes.

The mountain and nature scenes are meant to convey a sense of freshness, purity, and coldness which many people associate with critical aspects of water. The operating assumption behind this nature related imagery is that many consumers associate the best water as coming from
mountain springs and snow runoff.

Colors
Nearly every bottled water package we observed used some form of blue, in varying hues. Additional colors observed include white, yellow, and gold .

The prevalence of varying shades of blue in bottled water packaging serves to further convey the feeling of freshness and purity. Additionally, the blue color has a subliminal association with water for many consumers. Other colors such as white and gold are "soft" colors included to create an inviting tone.

Clear Panels
Another readily observable trend in bottled water packaging is the use of clear panels to give customers a glimpse of the water within. The sizes of these clear panels vary by brand.

The use of clear panels is another attempt by the package designers to convey purity and to assure the customer that they are purchasing nothing but water. By being able to see through the product, the customer is more certain that there is nothing contaminating the water within.

Sustainability
Another observable trend within bottled water packaging is the use of more sustainable materials and the use of packaging designs which utiIize less material. The use of flexible packaging such as pouches, as well as the use of new plastic bottle designs, reduces the required amount of plastic resin used per package. Additionally, the use of more sustainable materials such as paper (instead of or in conjunction with plastic) can be observed in many newer package designs.

The trend towards sustainability in water bottle packaging can be traced to the recent "green" movements of the current socio-economic climate, as well as the demonization of plastic in the media and increased concern over carbon footprint. With these more sustainable packages,
consumers feel less guilty about purchasing bottled water because they feel that the packaging is less harmful to the environment.

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