viscom presents Top Trends for Packaging and Display

29 Aug 2017

How should packaging look to attract shoppers? The answer comes care of viscom in Düsseldorf from 18 to 20 October 2017. With the new Packaging Area and the “Focus Day POS, Display and Packaging” on the second day of the trade fair, Europe’s trade fair for visual communication offers a packed programme for packaging experts. The stated aim is to connect creative minds with the packaging industry – in line with the viscom motto “We connect”.

Packaging Trends Today and Tomorrow

“The packaging theme is given a whole new weight at the trade fair,” says viscom Director Petra Lassahn, and goes on to say: “With the new special show together with the industry we offer evidence of how important material is to packaging.” This area is designed to host accomplished application examples, new materials as well as manufacturing technologies – from prototype production and finishing options through to printing and processing solutions. Also including software and web-2-print applications.

One thing is for sure even today: the food packaging design agency M.I.L.K. will introduce a new, agile pre-test method for packaging with its “Food Research & Innovation Lab on wheels”. By means of a food truck they are collecting up to 1,000 consumer opinions in the street. This way, both manufacturers and marketers of food gain access to simple, quick market research and get social media content for their marketing.

Packaging specialist Pacproject will be demonstrating its digital “Trend Connector” in this area. Visitors can try out live how fast and conveniently packaging properties can be meaningfully linked with trends and benefits.
Packaging specialist colordruck Baiersbronn will present its e-business portal "designyourpackaging", which also allows the mass customisation of packaging. And Römerturm Feinstpapier will present “Gmund Leather” – paper with a leather look and touch that is suited for offset, letterpress and screen printing as well as braille and hot film stamping, paper engraving and die cutting. 

New: Brand Communication School

“However, here the packaging theme is far from fully exploited at viscom,” promises viscom Director Petra Lassahn. “As a user trade fair our strength lies in connecting all market players with each other: packaging and display designers, packaging engineers, brand representatives, product managers and producers.” This is why the second day of the trade fair is all about the packaging industry: with the “Focus Day POS, Display and Packaging”. A highlight here is sure to be the debut of the Brand Communication School. International packaging specialists will share their know-how exclusively at viscom. 

Renne Angelvuo, Co-President of the european packaging design association (epda), will talk about international packaging design from Finland and explain what scores points with shoppers way up north. Also featuring on the agenda is one of the most important topics of the 21st century: digital transformation. Brands currently have to develop in ever shorter cycles. This means constant reinvention and adaptation to new technologies. Visitors are introduced to best-practice examples from brands that have mastered these challenges in an exemplary fashion. The other issues addressed by the Brand Communication School include the effect of colours and shapes in brand communication as well as at the Point of Sale. Speakers explain the different impact that design elements have in packaging and present the success formula and optimisation potential of successful packaging. In so doing they will focus on the latest findings and success control methods applied in packaging and advertising media research. 

“We connect” – the viscom Networking Lunch

Another highlight of the “Focus Day POS Packaging and Display” on 19 October is the Packaging Networking Lunch. Upon invitation of epda and other trade associations as well as trade journal “creativ verpacken” the industry will get together to exchange and network at viscom.

Packaging in 3D: the World’s Biggest Pixel Image

To familiarise experts from all industries with the packaging theme, viscom will become interactive this year. “Together with our visitors we want to create the world’s biggest pixel image on the basis of our new key visual featuring a colourful woman’s face and the viscom motto ‘We Connect’,” explains Petra Lassahn. On space measuring over three by two metres the larger-than-life visual will be gradually built by visitors from some 3,000 folding boxes that form a 3D image. “Seen from afar it is razor-sharp but the closer you get the more blurred it becomes, directing observers’ attention to the high quality of the material”. viscom will realise this eye-catcher with such high-calibre partners as Stora Enso, Römerturm and Colordruck Baiersbronn.

Superstar: the Best Goods Displays

“Extra inspiration will be provided by the special SUPERSTAR AWARD 2017 area,” says Lassahn and adds: “In cooperation with the Display publishing house we will gather the most convincing goods display solutions of the year on 500 square metres.” 100 best-practice examples will be on show at the trade fair this year. The SUPERSTARS awards in Gold, Silver and Bronze will be presented in 17 categories at the “Nacht der Sterne” gala on the second day of the trade fair at the Düsseldorfer Rheinterrassen. To the tune of 200 guests from industry, branded products manufacturing, retail and trade press are expected to attend.

Tickets will be available from September at

Download complete press release and photos

For press enquiries, please contact:

Dr. Mike Seidensticker
Press Spokesman

Katrin Brodherr
Press Officer

Overview of Reed Exhibitions

Overview of Reed Exhibitions

We excel in creating brand leading events where people from around the world come together to do business, network and learn.

Why a ‘Reed’ exhibition?

Reed events deliver more: more opportunities to do business, to see and be seen, to listen and learn, and to connect with the people that count.Read more...

Satisfied customer


Don’t take our word for it. See what some of our customers are saying about Reed events.


Event date

Find an event near you

Browse our global Events Calendar by industry or region to find a Reed event that's right for you.

Browse Events Calendar

We use cookies to operate this website and to improve its usability. Full details of what cookies are, why we use them and how you can manage them can be found by reading our Privacy & Cookies page. Please note that by using this site you are consenting to the use of cookies.