Minimalist brands like Aesop or Muji favour clean lines, muted tones, and acres of white space. Maximalist names like Kusmi Tea or Amika, on the other hand, explode with colour, patterns, and ornament.
Marketers and designers have long debated which approach works best. For years, minimalism has had the edge, often seen as sophisticated, premium, and effortlessly chic. But new research suggests that maximalism deserves a lot more attention. In fact, depending on your brand personality, going bold might not just be an option, it could be a competitive advantage.
A team of researchers from France and the Netherlands have just published a fascinating study in the Journal of Business Research, testing how different packaging styles shape brand perception. Their verdict? Packaging isn’t just a container, it’s a personality statement. And the choice between minimalism and maximalism can make or break how customers feel about your brand.
Minimalism vs Maximalism: More Than Just Design
Minimalism is all about reduction. Think sparse layouts, negative space, and no ornamentation – rooted in the Bauhaus and International Style traditions of “less is more.” It projects seriousness, rigour, and efficiency.
Maximalism, by contrast, thrives on ornament. Rich decoration, complex frames, flourishes, friezes, and patterns that fill every space. It has deep roots in movements like Art Nouveau, Art Deco, Psychedelic design, and the Memphis Group, all exuberant, playful, and colourful.
The researchers argue that these stylistic choices are not neutral. They communicate distinct brand identities:
- Minimalism signals seriousness and competence.
- Maximalism signals cheerfulness, fun, and imagination.
In other words, your packaging is talking even before your product gets noticed.
Seven Seconds to Shine
Shoppers give a product about seven seconds on the shelf before moving on. That means packaging design isn’t just important, it’s critical. It’s the silent salesperson, differentiating you from competitors and communicating your values.
The researchers tested their theories across seven studies and more than 1,500 consumers, using products ranging from coffee and wine to rum and cosmetics. Their findings were striking:
- Maximalist packaging consistently made brands appear more cheerful and imaginative.
- Minimalist packaging made them seem more serious, but also, worryingly, a bit boring.
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The Power of Patterns
The study also dug deeper into ornamentation. Not all maximalism is created equal: the type of pattern matters.
- Organic patterns – flowing, nature-inspired curves – were strongly associated with tradition and craftsmanship.
- Geometric patterns – sharp, angular, synthetic shapes – were linked with modernity and innovation.
Think of it this way: a whisky brand using swirling vines on its label taps into heritage and authenticity. A craft beer decorated with bold geometric lines suggests progressiveness and a forward-looking ethos.
The congruence between brand identity and ornament style makes a big difference to consumer perception. A traditional brand gains credibility with organic motifs, while a modern brand appears more authentic with geometric ones.
Congruence Is King
One of the most important insights from the research is the role of perceived congruence – how well the packaging style matches the brand’s stated identity.
When packaging and brand identity “speak the same language,” consumers respond positively. A cheerful brand using maximalist packaging feels authentic. A serious brand wrapped in minimalism comes across as trustworthy.
But here’s the kicker: a mismatch doesn’t always spell disaster. While a minimalist package can weaken a cheerful brand’s appeal, maximalist packaging doesn’t necessarily harm a serious brand. In fact, sometimes the boldness of maximalism can soften the severity of serious brands, giving them an unexpected boost.
What This Means for Marketers
So what should brand managers and designers take from all this? Here are the big takeaways:
- Packaging is personality. Minimalism = serious, maximalism = cheerful. Choose wisely depending on what you want your brand to stand for.
- Maximalism deserves respect. Far from being “too much,” it can make a brand feel imaginative and fun, qualities increasingly valued by consumers seeking joy and escape.
- Patterns have meaning. Organic designs communicate heritage and craftsmanship; geometric ones project modernity and innovation.
- Match style to story. If your brand describes itself as playful or traditional, make sure the packaging reflects that. Congruence boosts consumer trust and attitude.
- Beware of boredom. Minimalism may look sleek, but it can also signal dullness. If you’re going minimalist, ensure other brand cues (like messaging or experiential touchpoints) keep consumers engaged.
From the Aisle to the Algorithm
It’s not just physical shelves where packaging matters. In an e-commerce world, where products are reduced to thumbnails, design choices can make the difference between a scroll-past and a click. Bold, patterned packaging often performs better in digital spaces because it “pops” on screen.
Think of social media, too. Maximalist designs are inherently more shareable, they photograph well, stand out in feeds, and fuel visual storytelling. Minimalism may be stylish, but it risks fading into the background noise of endless scrolling.
Riding the Maximalism Wave
Interestingly, the researchers note that maximalism is having a cultural resurgence. After years of pared-back Scandinavian style dominating everything from interiors to branding, consumers are now embracing colour, pattern, and exuberance. This “joyful excess” reflects broader social shifts: post-pandemic, people want optimism and expression, not restraint.
That doesn’t mean minimalism is dead. For finance apps, luxury skincare, or high-tech electronics, seriousness and simplicity still resonate. But for food, drink, beauty, and lifestyle brands aiming to connect emotionally, maximalism might be the smarter bet.
The Bottom Line
Packaging is never just packaging. It’s a canvas for brand storytelling, loaded with cultural signals and subconscious cues. Minimalism whispers trust and expertise; maximalism sings celebration and fun. Organic patterns root a brand in tradition, while geometric ones propel it into the future.
For marketers and designers, the real challenge is not choosing one style over the other, but ensuring that packaging, brand identity, and customer expectations align. Because in those seven fleeting seconds at the shelf – or milliseconds online – congruence is what turns glances into purchases.
So next time you’re tempted to strip back your design, remember: sometimes, when it comes to brand perception, more really is more.
