--- title: "Pentawards, the 'Oscar' of Packaging Design, Is Changing" description: "Founded in 2007, Pentawards, as the world's only competition dedicated to packaging design, has long been committed to promoting the development of packaging design and enhancing the creative level of professional designers, and is known as the 'Oscar Award' in the packaging design industry. The Pentawards awards are categorized by food, beverages, body-related products, luxury goods, and other market products based on creative quality. Each year, Pentawards presents only one Diamond Award, along with Platinum, Gold, Silver, and Bronze awards." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2019-11-02" categories: "Industry Trends" language: "en" canonical: "https://xinjignxiao.com/en/articles/pentawards-the-oscar-of-packaging-design-is-changing-ed57c7e4/" markdown: "https://xinjignxiao.com/en/articles/pentawards-the-oscar-of-packaging-design-is-changing-ed57c7e4.md" original_source: "https://mp.weixin.qq.com/s/8fNa6hrWMbjAFIvW637sKw" translation: "https://xinjignxiao.com/zh/articles/%E5%8C%85%E8%A3%85%E7%95%8C%E7%9A%84%E5%A5%A5%E6%96%AF%E5%8D%A1pentawards%E5%8F%98%E4%BA%86-ed57c7e4.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/pentawards-the-oscar-of-packaging-design-is-changing-ed57c7e4/" citation: "New Distribution. “Pentawards, the 'Oscar' of Packaging Design, Is Changing.” New Distribution, 2019-11-02. https://xinjignxiao.com/en/articles/pentawards-the-oscar-of-packaging-design-is-changing-ed57c7e4/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Pentawards, the 'Oscar' of Packaging Design, Is Changing > Founded in 2007, Pentawards, as the world's only competition dedicated to packaging design, has long been committed to promoting the development of packaging design and enhancing the creative level of professional designers, and is known as the 'Oscar Award' in the packaging design industry. The Pentawards awards are categorized by food, beverages, body-related products, luxury goods, and other market products based on creative quality. Each year, Pentawards presents only one Diamond Award, along with Platinum, Gold, Silver, and Bronze awards. Founded in 2007, Pentawards, as the world's only competition dedicated to packaging design, has long been committed to promoting the development of packaging design and enhancing the creative level of professional designers, and is known as the 'Oscar Award' in the packaging design industry. Pentawards awards are categorized by food, beverages, body-related products, luxury goods, and other market products based on creative quality. Each year, Pentawards presents only one Diamond Award, along with Platinum, Gold, Silver, and Bronze awards. Since 2018, to encourage the progress of future packaging design talents, Pentawards has also set up the NXT-GEN AWARD for students. On September 12, 2019, Pentawards officially announced the final winners for 2019. Chinese packaging designers continued to perform impressively, winning 51 trophies. **Pentawards' annual awards can be seen as a barometer of global packaging design trends.** This year's Diamond Award was won by Microsoft in the 'Other Markets' category for the Xbox Adaptive Controller packaging. Comparing this year's winners with those of previous years, it is clear that packaging design trends have quietly undergone significant changes. The biggest change is that winning works have shifted from focusing solely on packaging shape and visual aesthetics to emphasizing interaction and communication with consumers. 2019 Pentawards Diamond Award: Microsoft Xbox Adaptive Controller packaging 2018 Pentawards Diamond Award: Mutti tomato products packaging 2017 Pentawards Diamond Award: Starck Paris perfume series by Perfumes y Diseño** **1. Emphasizing interactive experience between product packaging and consumers.** Comparing the 2019 Diamond Award with those of 2018 and 2017, it is not difficult to see: The 2017 Diamond Award, Starck Paris perfume series, emphasized the aesthetics of packaging shape. The three perfumes represent female, male, and unisex. The clever design lies in that when separated, the three packages are independent shapes, but when placed together, whether in bottle shape or packaging graphics, they form an abstract three-dimensional sculpture. The 2018 Diamond Award, Mutti tomato products packaging, emphasized the artistic beauty of packaging graphics. The printing process used exquisite gold foil combined with screen printing as the packaging finish, with bright red paired with ivory white and natural linen color, highlighting the product's natural attributes and meticulous craftsmanship. The creative packaging combines traditional, quality, and modern design aspects, using visual symbols for different types of tomato sauces, and making this symbol system a complete visual system for the entire packaging, highlighting the Mutti brand characteristics. However, the 2019 Diamond Award, Microsoft Xbox, seemingly simple packaging design, its biggest winning feature comes from the unboxing experience that consumers can complete with just one hand. This shows that **in 2019, emphasizing convenient and easy consumer purchase experience has become a new creative direction for packaging design, beyond aesthetics.** In 2019, almost all categories of Pentawards Gold Awards were given to designs with stronger consumer interaction experience. At the same time, the 2019 packaging design trends also have the following characteristics: **2. Two-dimensional illustration design language continues to lead the aesthetic trend in product packaging design.** **3. Bright and vivid colors are key to making product packaging stand out.** **4. Emphasizing the mood and meaning of packaging is also a measure of excellent packaging design.** **5. In addition to attractive label design, product packaging should also consider the uniqueness of the container shape.** For Pentawards, known as the 'Oscar' of packaging design, future expectations are like the Oscars, which also value the commercial value and market influence of winning films. Packaging, as the core tool for transforming products into commodities, carries important marketing tasks for enterprises to sell products. A truly good packaging should not just be an artistic work expressing the designer's unique aesthetics; meeting consumer needs, gaining market value recognition, and helping enterprises achieve sales tasks should be the most important value of commercial packaging. Thanks to the 2019 Pentawards Diamond Award, which changed the previous criterion of aesthetics as the sole measure, and awarded the Microsoft Xbox Adaptive Controller packaging, which combines aesthetics and consumer interaction, offering more consumer experience value. Pentawards, as a barometer of packaging design trends, every small step you take is a big step for the packaging design industry. 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