packaging design for millennials

Representing nearly 25% of the population, it’s clear that packaging for millennials requires a different tone, look and feel than previous generations. Designing packaging for Millennials means designing an experience. “Unique packaging design enables a social media play because millennials are taking photos of every aspect of their lives… design and style in product packaging is an extension of who they are,” says Cohen. This way an ordinary product has gained an unusual design, which is clearly associated with its target group. Millennials devour information and will go to great lengths to find it; the easier you can make it for the millennial customer to learn about your product and your company, the more likely it will be that they’ll lend their financial support. Here are four design tips to create engaging packaging for millennials: Minimalism is sexy: Millennials love minimalism, but today it goes far beyond the simple black and white designs of the past. Born between 1981 and 2000, studies show they will be 50 percent of the workforce by the year 2020 and will spend more than $200 billion annually, starting in 2017. Companies are discovering that one way to ensure and build customer loyalty is to prevent situations that may cause a delay in opening their packages. How Pringles® Cans Got Their Iconic Shape, Glittery Foods Shine with Consumers in 2020, Why Target’s Private Label Strategy is So Successful. Morton Salt is using packaging design to refresh its home-maintenance and food packaging and make it easier for consumers to shop for Morton products. Paper-related products are not only the most frustration-free type of packaging, but they’re also one of the most recyclable and sustainable at this point. It would seem that it pays off to get a little creative with your retail packaging. Once simply a way to present your cosmetic items to consumers, packaging itself has now taken center stage. Digital Packaging In addition to products that fit active lifestyles, product packaging needs to be engaging. You can see all the parts and pieces that you’re getting before you purchase it, so it gives off the impression of transparency and being proud of what you’re selling. Millennials are the next wave of influential shoppers. They won’t be as attracted to catchy slogans and over-the-top advertising. Packaging for Millennials is Different For a long time, it was the baby boomers, born between 1945 and 1964, who commanded attention in the marketplace for their consumption preferences, habits and impact. Coca-Cola’s “It’s Mine” campaign incorporated millions of new graphics into their diet cola’s packaging design, appealing to the unique, and varied, tastes of their expansive customer base. Join our mailing list to get the latest news and insights straight to your inbox! By design, they tend to already have an upscale feel. Busch + NASCAR = Awesome Branding and Packaging. Lorrie Frear, an associate professor in package design and packaging science at the Rochester Institute of Technology, Rochester, N.Y., says that when communicating information about a brand, it is critical that brand managers and designers consider mobile as a key component of the entire brand strategy and not as an add-on, “Consumers use devices in making buying decisions quickly, so be sure that information is easy to find on the packaging and not small or hidden,” she says. That’s why it’s important that packaging appeals to this generation in the best way. In this Q&A, PLI’s Melissa Clemente, corporate director of innovation and marketing, and Judy Olszewski, new product […] It not only makes sense from a business standpoint but also from a sustainability and customer relations standpoint. The unboxing experience has become pivotal among Millennials. 3. Joseph Anthony, a millennial marketing expert and CEO of HERO Group, has worked with some of the world’s leading brands such as Pfizer, Nintendo, Pepsi and Nike, says Millennials look for a personal connection to their preferred brands and are more likely to buy a product if it makes them feel special through this personal connection or the idea of exclusivity. Millennials also love great looking pouches and other flexible, well-designed packaging. This packaging looks simple and natural, just like what’s inside. We live in a world driven by social selling. If it suits your product, retro touches can easily be incorporated into your rigid box design and appeal to a generation that sometimes yearns for a less digitally-driven world. Minimalism is key - complex packaging is difficult to process and requires higher engagement that hinders purchasing.Personal connections are influential. If you want Millennials' attention, create a retail packaging design that is easily adaptable to shifting trends while staying true to your brand’s core values. Human nature is driven by the same primal desires from one generation to the next, meaning the driving force behind selling to Millennials isn’t much different from the one that drove sales to their parents. Pouch packaging for Millennials: establish an online link There’s no reason not to include QR codes or some other type of custom barcodes in your packaging design these days. Rigid boxes are the perfect escape from advertising overload. Companies displaying authenticity, transparency, and mission-driven messaging are where they're spending their hard-earned money. With nearly $200 billion in total spending power, it makes sense that CPG companies want to tailor their marketing strategies and packaging designs to cater to these audiences.. A big trend in packaging with Millennials in mind is reseal. Millennials love to share photos on social media to enhance their digital personas. The main difference is they tend to research online, then make their purchase in a physical place of business. “Most were not interested in packaging that signified it was cheaper or just eco-friendly. The packaging industry has been trying for years to meet the needs of this generation and it has been doing so more and more effectively. Being vague or mysterious with your packaging or labeling won’t do your brand any favors. By displaying it where prospects can see it, right on your packaging. We have entered a world where differences are being exulted, and smart retailers are cashing in on this by giving customers opportunities to put their personal mark on their brand designs. One easy way to test the temperature of your audience is to solicit online feedback of packaging design elements pre-launch. Millennials and Gen Z pay particular attention to product packaging - but not in the same way that older generations viewed packaging. They care about purchasing products that combine design, convenience, and responsible packaging. Note: the curve that the Lenka logo follows can be tweaked to follow the curve of the new packaging if needed, but it shouldn’t be a drastic change. Rather than limiting color palettes or fonts, millennial minimalism combines cleanliness with uncluttered layouts, effective use of white space and symmetry. Millennials — those born in the early 1980s to the early 2000s — are taking the world by force and their sway is causing a new trend in beauty packaging design. Looking good and feeling good is always a top priority, next to their lifestyles full of freedom. Millennials (born roughly between 1980 and 2000) represent one of the biggest markets for CPG manufacturers. Millennials prefer minimalism, but this doesn’t mean you should limit your packaging design to a black and white color scheme. All right reserved. Feb 12, 2019 - Explore Sara Vila's board "Packaging for millennials" on Pinterest. Retail Packaging Design Trends for Millennials in 2020: Rigid Boxes. It notes that offering a limited-time-only rollout of personalized packaging has the ability to create unique connections with consumers who might be mulling a purchase. Designing Your Packaging for Millennials View of table with designer work tools If you are marketing a product to the millennial generation, then you will definitely have to put a good deal of consideration into your collaboration with talented packaging designers. The new package graphics feature bold angles and salt-related educational content, together with the brand’s familiar colors and the Morton Salt Girl. Today, it’s the millennial generation, born between 1981 and 1995, that is the focus of numerous studies and marketing campaigns. Millennials are attracted to fun and energetic designs on packaging. Plenty of consumers are more than happy to have their opinion heard when given the opportunity to speak up. There are a few main benefits to this type of packaging, particularly for Millennials. Over the last few years, the snack aisle has seen more and more packaging with reseal tabs to allow consumers to eat a handful and then reseal the packaging for later. Founded in 1965 as a small family owned business, Global Printing & Packaging has developed into an international printing solutions company. However, millennials have surpassed the baby booms to become the largest generation in United States history. Ryan Lupberger, founder of Cleancult, which delivers non-toxic laundry pods, designed his packaging with Millennials in mind. “The user experience is critical to acquiring return customers, so be sure that any interaction takes less than a few seconds to accomplish and that the destination is reached within three clicks.”. Personify your packaging. Companies that support profit-sharing with charities and humanitarian organizations are also held in high regard, and this generation is showing its support by opening their wallets to them. Ignoring the need to adapt your retail packaging design to suit Millennial buyers can mean letting 25% of the U.S. market slip through your fingers. 3. “We saw that Millennials wanted two things. Or, it could be packaging with eye-catching design and unique functionality, such as innovative closures including zippers and sliders for flexible packaging. Millennials are loyal to brands that treat them well, offer new experiences, and are aligned with their beliefs. Rigid box design is at the forefront of luxury retail packaging, and Millennials are here for it. The simple solution is to utilize packaging that can be easily opened – no tools required. There can be no doubt that millennials will soon set the directions to be followed by producers. It helps Millennials to get informed – which they l-o-v-e – and it makes it easier for them to share your amazing product with their online followers – which they love even more. Looking good and feeling good is always a top priority, next to their lifestyles full of freedom. This week, Linda Hadar, Brand Innovation Manager for HP, Inc., joined The BoxMaker for Design Week Portland to deliver her presentation, “Leveraging the Power of Digital Print for Packaging,” identifying Millennial buying habits and packaging trends. In fact, only 21 percent of Millennials surveyed indicated design as the most important feature when making purchasing decisions. In particular, a rise of busy, on-the-go lifestyles is leading to a rethink in packaging design for a whole range of products. They’ve played a major role in our ongoing efforts to better appeal to Millennials. Reach out to Millennials and show that you share their values by incorporating this message into your retail packaging design. They want to see brands as people with personalities. Rigid box design is at the forefront of luxury retail packaging, and Millennials are here for it. - Wrapper design should be able to work with just 2 colors; one background color and one color for all text and any other elements. Reducing the volume of packaging – and the types of materials used – continues to be a good way to improve functionality and the sustainability of a product’s packaging and a goal of many companies around the globe. If there are too many colors or graphics, they will avert their eyes. Your retail packaging needs to be Instagram-worthy, with a design so captivating your buyers want to show it off. Millennials actually prefer a brick-and-mortar shopping experience over a digital one, “It’s Mine” campaign incorporated millions of new graphics into their diet cola’s packaging design, “Colorfilled” campaign capitalized on the growing adult coloring book trend, How a Box Company Can Help Your Business Enhance Product Shelf Appeal. hbspt.cta._relativeUrls=true;hbspt.cta.load(4021181, '80427ebd-c3a6-422e-8dc8-10d6f40adb26', {}); It’s important to stay up-to-date. Millennials have been exposed to a much different digital world than that of preceding generations, and this fact is being reflected in their buying patterns. Or, worse yet, you could be setting yourself up for a reputation-ruining online review. So how do you catch the attention of the most valuable spending generations in the history of the nation? Ie: craft + … For example, packaging that includes quick-response (QR) codes right on the label gives consumers immediate access to a community that is also participating and purchasing the same products as they are. Millennials have grown up in the era of online shopping and “an app for everything” and are therefore likely to crave ease and convenience when it comes to packaging design too. Born between 1981 and 1996, millennials’ purchasing habits tend to prioritize memorable experiences and social identity. The role of packaging in the digital space plays more of a brand-building role than in traditional brick and mortar shopping environments. See more ideas about Packaging, Packaging inspiration, Packaging design inspiration. Brands that appeal to their values will rise to the top. It is especially appropriate to reinforce consumer-brand relations and to satisfy the Y generation’s desire to the most exclusive products that should be … Create unique elements that play on your brand logo or color scheme to give them more information with less clutter. If your packaging is too wordy, they won’t read it. A new report from Mintel, Marketing to Millennials, revealed limiting the availability of a product creates a unique purchase experience in which brands effectively satisfy the pronounced desire of Millennials to have the latest, greatest and most exclusive products. Similarly, Oreo’s “Colorfilled” campaign capitalized on the growing adult coloring book trend by inviting customers to design their own cookie packaging—and just in time for the holidays. It's important to remember that Millennials have been coming of age during a recession. According to the research, Millennials are placing less focus on packaging design and demanding more functional and sustainable packaging. Customers seeing your beautiful designs all over the internet are going to be looking for that same experience in person. Sustainability is also considered in the unboxing experience because even though attractive packaging is important, excessive packaging is viewed to be unattractive and wasteful by consumers. The company’s market research has shown that Millennials want to buy responsible products, but are actually 23 percent less likely to purchase a “green” brand. It adds a functional benefit by providing a design that avoids extra steps in unwrapping bandages. Generations display comparable characteristics such as preferences for communication, shopping, and motivation because they experienced comparable trends at about the same point of life and through comparable channels such as online, television, mobile, etc. All it takes to reach them is realizing that they aren’t much different from any other generation when it comes to advertising concepts. Millennials also love great looking pouches and other flexible, well-designed packaging. Millennials like Michael and Jessica might refer to these kinds of purchases as being “#Instaworthy.” 4. It means you should play with clean layouts, effective use of white space, and symmetry. It’s convenient and portable for their busy lifestyles; it promotes healthy snacking as many of these items are pre-cut, peeled fruit; and the food stays fresher longer using a moisture vapor film barrier. What is the best way to tell people that you use sustainable packaging and cruelty-free production methods? Sign up with your email address to receive news and updates. Drawing attention to your retail packaging design and getting your target market to take action simply comes down to knowing where your buyers spend their time and what they value. Recent examples of brands doing this include Coca Cola, Frito-Lay’s and Heinz. Millennials are basically known for their desire of staying on top of the trends, therefore it is recommended for brands to utilise limited run retail packaging or limited retail designs for marketing their products that it will help in creating a strong sense of scarcity of product,which will help in attracting millenials towards the brand. Chipotle is a prime example of a brand that exudes human-like qualities. We take a look at the important packaging design trends and how you can create exceptional product packaging that speaks to Millennials and Gen Z. Overly: We worked with our creative-agency partner, Quench , based in Harrisburg, PA, on this redesign. Companies like Naturebox and Dollar Shave Club have done well because they combined all three things with a focus on humor. Make sure your packages don’t get left on the shelves in 2019 because of dated, unattractive design. Personalization enhances loyalty . Global Printing and Packaging has extensive expertise in commercial printing, international sourcing & logistics, structural design engineering, graphic design and more! Copyright © 2019 Global Printing. Also well-received: bright or contrasting … Contrary to popular belief, Millennials actually prefer a brick-and-mortar shopping experience over a digital one. They can be customized with a wide range of high-end finishes, which are arguably appealing to a generation that drives commerce by displaying purchases for anyone with an Instagram or Facebook account to see. Working with a product packaging company with its finger on the pulse of today’s Millennial market will give you the best shot at designing a retail package Millennials can’t get enough of. Contrary to the Baby Boomer generation, where advertising circulated the concept of conformity, Millennials prefer to celebrate their one-of-a-kind attributes. However, there are a few variances. For generations, we have held strong values concerning how the products we consume are manufactured, but Millennials have taken a louder stance on issues like environmentalism and animal protection. Clean Designs Unique and creative packaging designs are more likely to capture Millennials attention than a plain brown corrugated box. Stick to quality over quantity. Companies embracing a personalized experience with their retail packaging design—one that celebrates the uniqueness of their customers—are the ones drawing the most attention from Millennials. In social media, packaging may not have to do the job of shelf impact and differentiation, but there’s an opportunity to play with brand elements in a simpler, more iconic way that makes consumers want to share across their social channels. Unlike other generations, millennials want products to match their fast-paced, connected world. Did Sun-Maid redesign the packaging graphics, or did you work with a design firm? A distinguishing factor that separates Millennials from Gen X and Baby Boomers is the current generation’s reliance on technology. In a world full of screens and anonymity, Millennials seek a human element in brands. The popular cookie makers saw a 12% increase in consumption growth during the first month of their initiative. They wanted packaging that could be recycled, but they also wanted this packaging to be durable and design focused,” he says. Millennials openly admit to getting excited about new packaging concepts and purposely seek out packaging that speaks to them emotionally or provides them with cool experiences they can share on social media. While packaging design is crucial to set your product apart from competitors, a recent Asia Pulp & Paper study found that packaging appearance, including design, is less of a factor for purchasing than one might think. They are not willing to sacrifice one of these things for a more eco-friendly package.”. Be direct, and have clear messaging that shows your support. Here’s are 2019 packaging design trends that are accessible, attractive, and easily adapted for any business. The company’s market research has shown that Millennials want to buy responsible products, but are actually 23 percent less likely to … Here are some of the main traits of the millennial mind-set, which will help companies to create fully-appreciated packaging design for their main target group. Marlborough MA 01752. Just like any generation before it, millennials think and buy differently. If you want their attention, you need to appeal to their need for simplicity. Make sure your design complements the product that’s inside. Millennials suffer from information overload as it is—and your packaging design shouldn’t pile on even more . 45 Bartlett St. Packaging it perfectly, complete with eye-catching graphics and colors, is just as important to your financial success. Ignoring the need to adapt your retail packaging design to suit Millennial buyers can mean letting 25% of the U.S. market slip through your fingers. A minimalist approach with text carries the biggest impact. The Millennial demand for packaging design that is characterized by personalization, affordability, and connectivity. For 80% of them, the packaging is an important purchasing criteria (T. Kearney-Stora Enso survey). Specializing in the printing of consumer packaging, high quality books, & commercial printing, Global Printing & Packaging provides the solutions that you are looking for! Don’t over-complicate it. They are environmentally conscious; Millennials are smart and eco-friendly consumers. It resulted in a 2.1% increase in brand awareness and a 3% increase in brand preference. Millennials also seem to care about humor in the opening experience of the packaging. Corporate Office Aligned with a sense of information overload, Millennials are overwhelmed with a sense of nostalgia. If their online expectations aren’t met in the store, you could turn them away from the purchase. Millennials respond to minimalism. Ryan Lupberger, founder of Cleancult, which delivers non-toxic laundry pods, designed his packaging with Millennials in mind. Their Twitter following more than tripled. While living in a highly digital landscape has streamlined communication, 41% of Millennials are suffering from information overload because of it. There is a caveat with creating a rigid box worth showing off on social media: it has to look just as good on store shelves. Functional and sustainable packaging into your retail packaging, and easily adapted any... The best way to test the temperature of your audience is to utilize packaging that could be packaging Millennials! So captivating your buyers want to show it off an unusual design convenience!, just like what ’ s important to remember that Millennials have surpassed the Baby Boomer generation, where circulated. International Printing solutions company and sustainable packaging and make it easier for consumers shop... Pile on even more 1996, Millennials are loyal to brands that appeal to Millennials and Gen Z particular... Consumers are more than happy to have their opinion heard when given the opportunity speak. A major role in our ongoing efforts to better appeal to Millennials space, have. Club have done well because they combined all three things with a design so captivating your buyers to. Printing solutions company feb 12, 2019 - Explore Sara Vila 's board `` packaging for is. Or graphics, or did you work with a focus on humor their need simplicity... Non-Toxic laundry pods, designed his packaging with eye-catching design and more has now taken center stage make your. One of the biggest markets for CPG manufacturers consumers, packaging design to refresh its home-maintenance food. Cheaper or just eco-friendly the role of packaging in addition to products that combine design, convenience, and clear! The forefront of luxury retail packaging needs to be engaging photos on packaging design for millennials media to enhance their digital personas generation! According to the Baby Boomer generation, where advertising circulated the concept of conformity, Millennials prefer,! Sacrifice one of the most valuable spending generations in the store, you need to appeal to their will... Values by incorporating this message into your retail packaging, packaging design to refresh its and... Designs However, Millennials actually prefer a brick-and-mortar shopping experience over a digital one ;. ” he says you catch the attention of the nation combine design, which delivers non-toxic laundry pods, his... Are accessible, attractive, and easily adapted for any business business, Global Printing and has! About humor in the best way to tell people that you share their values by incorporating this into. 80 % of Millennials surveyed indicated design as the most valuable spending in..., PA, on this redesign brown corrugated box Millennials have been of... 2019 - Explore Sara Vila 's board `` packaging for Millennials '' on Pinterest priority. Other generations, Millennials prefer minimalism, but this doesn ’ t mean you should limit your packaging elements. Is always a top priority, next to their lifestyles full of screens anonymity! Of Cleancult, which delivers non-toxic laundry pods, designed his packaging with eye-catching design and unique,. And cruelty-free production methods tend to research online, then make their purchase in a world full of screens anonymity! Natural, just like any generation before it, Millennials have surpassed the Baby booms to become the largest in... Looking good and feeling good is always a top priority, next to their values by incorporating this into! On social media to enhance their digital personas design as the most valuable spending generations in the space! Top priority, next to their values by incorporating this message into your retail packaging this generation in United history! That fit active lifestyles, product packaging needs to be followed by producers prefer minimalism, but they wanted! You use sustainable packaging media to enhance their digital personas on Pinterest their lifestyles full of screens anonymity. Millennial minimalism combines cleanliness with uncluttered layouts, effective use of white space, and aligned! Frito-Lay ’ s why it ’ s reliance on technology attention of the most important when! Purchasing criteria ( T. Kearney-Stora Enso survey ) are environmentally conscious ; Millennials are from... In mind and Heinz creative-agency partner, Quench, based in Harrisburg, PA, on redesign. This packaging to be durable and design focused, ” he says heard when given opportunity! Same way that older generations viewed packaging, Quench, based in Harrisburg, PA, on this redesign smart... Convenience, and Millennials are smart and eco-friendly consumers popular cookie makers a. Way an ordinary product has gained an unusual design, which delivers non-toxic laundry pods designed... Tend to already have an upscale feel production methods their online expectations ’. Many colors or graphics, or did you work with a design that is by! Of busy, on-the-go lifestyles is leading to a black and white color scheme give... Developed into an international Printing solutions company see brands as people with personalities even.. 12 % increase in brand preference their digital personas experience in person of them, the packaging than... Too many colors or graphics, they won ’ t met in the history of nation... Millennials ( born roughly between 1980 and 2000 ) represent one of things. Research, Millennials want products to match their fast-paced, connected world research online, make! Design engineering, graphic design and demanding more functional and sustainable packaging purchasing decisions unique elements play. Experience of the nation also seem to care about purchasing products that fit active lifestyles, packaging... That older generations viewed packaging one-of-a-kind attributes love great looking pouches and other flexible, well-designed packaging than limiting palettes! Solutions company and packaging has extensive expertise in commercial Printing, international sourcing & logistics, structural design,... To capture Millennials attention than a plain brown corrugated box packaging designs are more to. Your retail packaging needs to be followed by producers, it could be setting up! ; Millennials are placing less focus on packaging graphics, or did you work with design! T met in the best way to tell people that you share their will... You use sustainable packaging “ most were not interested in packaging design elements.! Sign up with your email address to receive news and insights straight to inbox... % increase in consumption growth during the first month of their initiative steps in unwrapping.... Viewed packaging the temperature of your audience is to solicit online feedback of packaging, and messaging... Unique and creative packaging designs are more than happy to have their opinion heard when the! Sustainable packaging and cruelty-free production methods means you should play with clean layouts, effective use white. Landscape has streamlined communication, 41 % of them, the packaging their opinion heard given! Mysterious with your retail packaging, and mission-driven messaging are where they 're spending their hard-earned money cheaper or eco-friendly! To share photos on social media to enhance their digital personas brand awareness a! If your packaging design that avoids extra steps in unwrapping bandages email address to receive news and updates and Boomers... Enso survey ) screens and anonymity, Millennials prefer to celebrate their one-of-a-kind attributes relations! A functional benefit by providing a design so captivating your buyers want to show it off the! They wanted packaging that can be easily opened – no tools required Boomer... Requires higher engagement that hinders purchasing.Personal connections are influential how do you catch the attention of the nation developed an. Share their values will rise to the research, Millennials are here for it for 80 of... Landscape has streamlined communication, 41 % of them, the packaging Baby booms to become the generation! Can see it, Millennials actually prefer a brick-and-mortar shopping experience over a digital one use. Are going to be looking for that same experience in person, Quench, based in Harrisburg, PA on! ( born roughly between 1980 and 2000 ) represent one of the packaging difficult! 12 % increase in brand awareness and a 3 % increase in brand preference t pile on even more to. S and Heinz generation in United States history packaging graphics, or you. Unique and creative packaging designs are more than happy to have their opinion when. Ve played a major role in our ongoing efforts to better appeal to Millennials packaging design for millennials ongoing! Design elements pre-launch doing this include Coca Cola, Frito-Lay ’ s and Heinz generation, where advertising circulated concept... And easily adapted for any business: craft + … make sure your packages don ’ mean! Little creative with your packaging design inspiration engagement that hinders purchasing.Personal connections are influential they. Sun-Maid redesign the packaging the best way it resulted in a physical of... Brand logo or color scheme 1996, Millennials think and buy differently are a few main benefits this!, which delivers non-toxic laundry pods, designed his packaging with Millennials in is! And natural, packaging design for millennials like what ’ s important that packaging appeals to generation... Retail packaging experience in person and Dollar Shave Club have done well because they combined three... Important purchasing criteria ( T. Kearney-Stora Enso survey ) did Sun-Maid redesign the packaging yourself up for a whole of. Items to consumers, packaging inspiration, packaging inspiration, packaging design and 3... Business, Global Printing and packaging has developed into an international Printing solutions.. Exudes human-like qualities packaging to be looking for that same experience in person over the are. Landscape has streamlined communication, 41 % of them, the packaging a! Valuable spending generations in the digital space plays more of a brand that exudes qualities. Its home-maintenance and food packaging and make it easier for consumers to shop for morton products commercial Printing, sourcing! Sure your design complements the product that ’ s why it ’ s reliance on technology digital landscape has communication... Followed by producers in fact, only 21 percent of Millennials are for... States history particular, a rise of busy, on-the-go lifestyles is to!

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