Seducing the Younger Consumer with Packaging

For much of the past decade, consumers around the world have increasingly shifted their spending from brick-and-mortar stores to online stores, appreciating the convenience and immediacy of digital shopping. Today's design trends are also further and faster than ever. Research shows that millennials and Gen Z want to evolve at a pace that matches their digital needs. So brands need to respond faster and connect more with consumers on a personal level. This will be the new normal. So how does this transform packaging to appeal to the younger generation?

Customization and Personalization

Everyone loves products that are tailored for them, and Gen Z is no exception. They are very assertive. Most importantly, they have personality. According to a study, over 40% of the younger Gen Z population (under 21) appreciates personalization because it helps pave the way for new products and services to be discovered. Therefore, consumer goods brands have an opportunity to connect with this important age group by creating innovative packaging designs that young people want to buy.

Keep it transparent and simplify the design

Young consumers need to be open. They are also drawn to products that speak to themselves, fit their lifestyle, and have a personal connection. Brands that are committed to showing their value and product quality on the shelf will win over younger consumers.

Millennials often struggle with information overload, so providing simple and effective packaging design will help create a more engaging connection with young people. Instead of trying to cram too much into a limited space, brands now use white space, symmetry, unique typography, colors, and uncluttered layouts to deliver a message and stand out on the shelf.

innovation

Connecting with younger consumers today is more about innovation. It's true that brands are always striving for quality and consistency, but it's not always about packaging. Millennials and Gen Z consumers are always looking for something new and different, and want to be surprised. With advances in efficient, fast printing, brands can now make their packaging more customizable and constantly changing. There is an opportunity to launch more one-of-a-kind designs at a faster pace, bringing more energy and freshness to the brand.

Brand building, and its direct relevance to packaging, is in a time of constant change and it has never been more important to consider the importance of packaging to a brand's marketing mix. Design is not eternal.