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The vivid rebellion: Maximalism’s return in a sea of sameness
In a marketplace lulled into the quiet hum of minimalism, a new energy stirs — bold, ornate, unapologetically vivid. Amid the sea of sameness, where clean lines and soft neutrals reign, maximalism reemerges like a myth reborn, cloaked in detail and alive with intention.
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t whispers stories through tangled patterns, and beckons with glints of gold, layers of colour, texture and emotion. This is not chaos, it’s enchantment. A return to wonder. Where packaging becomes a portal, and the product is only the beginning. In this age of aesthetic fatigue, maximalism doesn’t shout to be heard — it captivates, it lingers, it dares us to look again.
As trends cycle and the minimalist ideal reaches the edge of oversaturation, something in the collective visual appetite begins to shift. Consumers, weary of the sterile and the stripped-back, are longing for something that feels alive — something that holds meaning beyond simplicity. Maximalist design, with its rich visual language and unapologetic embrace of complexity, off ers a kind of sensory relief. It draws people closer, not through perfection, but through presence. Every curve, colour and clash
becomes a thread in a narrative that asks to be unravelled, explored and remembered. To explore the heart of this resurgence, we turned to three infl uential voices in the world of design: Stefan Casey, Boma Krijgsman and Szymon Klos, all esteemed members of the Easyfairs Packaging Council, the guiding hand behind the UK’s two most successful packaging exhibitions. As thought leaders helping shape the future of the industry, their perspectives off er a vivid roadmap for brands daring to go bolder.
MORE THAN A LOOK
“Maximalist design breaks through the noise of a minimalist-dominated market by creating rich, immersive experiences,” says Boma Krijgsman. “This style gives brands the opportunity to tell more detailed stories through design, off ering depth and complexity that invite the consumer
to engage on a deeper level.”
Szymon Klos echoes this, emphasising its role in deepening brand identity. “A more maximalist approach allows for greater brand diff erentiation, enhanced shelf presence and a more holistic connection with the wider brand world.”
For Stefan Casey, the return to richness is overdue. “With every yin there is a yang, but with maximalist designs, you get a much richer and emotional connection. Often a story within a story — designs you can lose yourself in. Done right without compromise, it can really help to stand out against the swathes of the same minimalism, drained of emotion, brown, white or black combos! This can lead to improved brand diff erentiation and increased perceived value. Win-win.”
While minimalist design often cues function and clarity, maximalism brings a deeper sense of experience. “Maximalist packaging can evoke a stronger emotional connection by stimulating the senses and creating a sense of richness or abundance,” says Krijgsman. “It can appeal to consumers’ desire for discovery and intrigue.”
HOW TO TELL STORIES WITHOUT OVERWHELM
Complexity, however, is not carte blanche for clutter. “Maximalism is about the lost art of engaging the senses,” says Casey. “Visual, touch and even smell and sound can eff ectively be combined to create memorable designs or experiences.” But the key lies in balance. “Careful consideration to ensuring fi t for purpose and cultures is key. Foundational design like use of vanishing points and interactive elements bring further qualities that prevent designs simply looking like a mess — a fi ne line to walk, but done right, potentially iconic.”
Krijgsman agrees: “Complex packaging can be a powerful vehicle for storytelling when it’s thoughtful and cohesive. Brands should ensure
40 July/August 2025
www.convertermag.com
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