If you’ve ever struggled to open a package—wrestling with stubborn plastic, squinting at tiny instructions, or fumbling with an awkward design—you’ve experienced the silent power of design. It’s something we rarely think about when it works well, but when it doesn’t? Frustration sets in fast. Now imagine that frustration multiplied for someone with limited dexterity, low vision, or other accessibility needs. Suddenly, what seems like a minor design flaw becomes a major barrier.
I recently attended the Pentawards New York Meetup, where industry leaders converged to discuss the evolving landscape of packaging design. The conversations went beyond aesthetics and branding, and into the growing need for inclusivity, accessibility, and thoughtful design. With consumer expectations higher than ever, brands are realizing that design isn’t just about looking good on a shelf; it’s about creating an experience that welcomes everyone. From sustainable materials to sensory-driven interactions, the industry’s biggest trends are proving that good design isn’t just about catching eyes; it’s about making human connections. As part of the event, Pentawards released the top ten trends to look for this year and next. (More on that below.)
One of the most compelling projects showcased at the event was Tilt Beauty, a brand redefining what it means to design for inclusivity and setting a standard the industry must continue to follow. This newly launched beauty brand isn’t just innovating in formulation; it’s reshaping the very definition of accessible beauty and packaging design.
Partnering with the creative agency Established—known for building powerhouse brands like Fenty Beauty, Rare Beauty, and H&M Beauty—Tilt developed packaging with universal accessibility at its core. Every design decision was made with the user experience in mind, ensuring individuals with limited dexterity, visual impairments, or other disabilities can interact with the products effortlessly.
The design team worked closely with consumers for over four years from diverse backgrounds to create an experience that is not only functional but also aesthetically empowering. Featuring ergonomic applicators, braille touchpoints, and a thoughtful color-coded system, the brand also uses the Braille Institute’s Atkinson Hyperlegible font to make reading easier for those with low vision. This holistic approach does more than enhance functionality; it strengthens consumer trust and loyalty, setting a new benchmark for what beauty packaging can—and should—be; proving that accessible design doesn’t have to feel clinical, it can be aspirational and beautiful.
DEI now includes accessibility as well.
Sebba Alqetrani, Fashion Institute of Technology (SUNY)
In addition to its focus on accessibility, Tilt Beauty has also prioritized sustainability in its packaging choices. The brand uses recyclable materials and refillable components wherever possible, aiming to reduce waste while maintaining functionality. While packaging trends come and go, accessibility, sustainability, and inclusivity shouldn’t be a fleeting moment—they should be the foundation of good design. The best packaging doesn’t just serve a brand; it serves the people who use it. As more brands integrate DEI principles into their design strategies, the industry will move from performative inclusivity to true representation and functionality.
This emphasis on inclusivity underscores a much larger conversation happening within the design community. Too often, DEI is treated as a buzzword rather than an essential pillar of good design. When brands prioritize accessibility and representation, that do not reinforce gender or racial stereotypes, they aren’t just expanding their customer base—they’re making a tangible impact on the lives of people who have historically been overlooked. The best packaging doesn’t just serve a brand’s bottom line; it serves the people who use it.
Events like the Pentawards New York Meetup highlight the importance of pushing these conversations forward, ensuring that the combined values of diversity, equity, and inclusivity aren’t a fleeting trend but an industry standard regardless of our political discourse. As exemplified by Tilt Beauty, when brands prioritize inclusivity and thoughtful design, they not only enhance their market position but also contribute positively to societal progress.
As we look toward the future of packaging design, it’s clear that success will belong to brands that go beyond aesthetics and embrace a more inclusive, thoughtful approach. Because good design isn’t just about looking good, it’s about making a difference.
Pentawards’ 10 Trends to Watch in 2024-25
Leave No Trace
Solo Symbolics
The Cube Effect
Designing with Impact
Back to the Archives
Art Deco Revival
The Influence of Wes Anderson
Simple Shapes Meet Stand-Out Shades
Inspired by Psychedelia
Cultural Connections
You can access the full report here.
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