packaging design for millennials

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. A minimalist approach with text carries the biggest impact. Packaging for Millennials is Different 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.. It's important to remember that Millennials have been coming of age during a recession. 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. Representing nearly 25% of the population, it’s clear that packaging for millennials requires a different tone, look and feel than previous generations. Brands that appeal to their values will rise to the top. 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. 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. In this Q&A, PLI’s Melissa Clemente, corporate director of innovation and marketing, and Judy Olszewski, new product […] All right reserved. Or, worse yet, you could be setting yourself up for a reputation-ruining online review. It adds a functional benefit by providing a design that avoids extra steps in unwrapping bandages. In particular, a rise of busy, on-the-go lifestyles is leading to a rethink in packaging design for a whole range of products. 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. Aligned with a sense of information overload, Millennials are overwhelmed with a sense of nostalgia. Looking good and feeling good is always a top priority, next to their lifestyles full of freedom. Recent examples of brands doing this include Coca Cola, Frito-Lay’s and Heinz. Rigid box design is at the forefront of luxury retail packaging, and Millennials are here for it. A distinguishing factor that separates Millennials from Gen X and Baby Boomers is the current generation’s reliance on technology. 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. “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. Don’t over-complicate 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. 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. The simple solution is to utilize packaging that can be easily opened – no tools required. Rigid boxes are the perfect escape from advertising overload. The main difference is they tend to research online, then make their purchase in a physical place of business. Digital Packaging In addition to products that fit active lifestyles, product packaging needs to be engaging. 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. See more ideas about Packaging, Packaging inspiration, Packaging design inspiration. 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. 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. While living in a highly digital landscape has streamlined communication, 41% of Millennials are suffering from information overload because of it. Sign up with your email address to receive news and updates. 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. 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. 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. Stick to quality over quantity. Reach out to Millennials and show that you share their values by incorporating this message into your retail packaging design. It resulted in a 2.1% increase in brand awareness and a 3% increase in brand preference. How Pringles® Cans Got Their Iconic Shape, Glittery Foods Shine with Consumers in 2020, Why Target’s Private Label Strategy is So Successful. The Millennial demand for packaging design that is characterized by personalization, affordability, and connectivity. They want to see brands as people with personalities. 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 … Millennials (born roughly between 1980 and 2000) represent one of the biggest markets for CPG manufacturers. 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. Create unique elements that play on your brand logo or color scheme to give them more information with less clutter. 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. It not only makes sense from a business standpoint but also from a sustainability and customer relations standpoint. They care about purchasing products that combine design, convenience, and responsible packaging. Rigid box design is at the forefront of luxury retail packaging, and Millennials are here for it. 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. Their Twitter following more than tripled. 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. Millennials are loyal to brands that treat them well, offer new experiences, and are aligned with their beliefs. Retail Packaging Design Trends for Millennials in 2020: Rigid Boxes. 4. Looking good and feeling good is always a top priority, next to their lifestyles full of freedom. Be direct, and have clear messaging that shows your support. Companies like Naturebox and Dollar Shave Club have done well because they combined all three things with a focus on humor. Millennials prefer minimalism, but this doesn’t mean you should limit your packaging design to a black and white color scheme. Overly: We worked with our creative-agency partner, Quench , based in Harrisburg, PA, on this redesign. It means you should play with clean layouts, effective use of white space, and symmetry. For 80% of them, the packaging is an important purchasing criteria (T. Kearney-Stora Enso survey). They are not willing to sacrifice one of these things for a more eco-friendly package.”. 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. 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. Just like any generation before it, millennials think and buy differently. Unlike other generations, millennials want products to match their fast-paced, connected world. By displaying it where prospects can see it, right on your packaging. 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. If you want their attention, you need to appeal to their need for simplicity. Marlborough MA 01752. Contrary to popular belief, Millennials actually prefer a brick-and-mortar shopping experience over a digital one. 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. 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. One easy way to test the temperature of your audience is to solicit online feedback of packaging design elements pre-launch. The company’s market research has shown that Millennials want to buy responsible products, but are actually 23 percent less likely to … 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. Ryan Lupberger, founder of Cleancult, which delivers non-toxic laundry pods, designed his packaging with Millennials in mind. 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. Personalization enhances loyalty . Millennials respond to minimalism. They wanted packaging that could be recycled, but they also wanted this packaging to be durable and design focused,” he says. Make sure your packages don’t get left on the shelves in 2019 because of dated, unattractive design. 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. Feb 12, 2019 - Explore Sara Vila's board "Packaging for millennials" on Pinterest. Millennials are attracted to fun and energetic designs on packaging. hbspt.cta._relativeUrls=true;hbspt.cta.load(4021181, '80427ebd-c3a6-422e-8dc8-10d6f40adb26', {}); It’s important to stay up-to-date. Plenty of consumers are more than happy to have their opinion heard when given the opportunity to speak up. Millennials like Michael and Jessica might refer to these kinds of purchases as being “#Instaworthy.” 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. Specializing in the printing of consumer packaging, high quality books, & commercial printing, Global Printing & Packaging provides the solutions that you are looking for! The popular cookie makers saw a 12% increase in consumption growth during the first month of their initiative. It would seem that it pays off to get a little creative with your retail packaging. There can be no doubt that millennials will soon set the directions to be followed by producers. 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. The new package graphics feature bold angles and salt-related educational content, together with the brand’s familiar colors and the Morton Salt Girl. Millennials suffer from information overload as it is—and your packaging design shouldn’t pile on even more . Contrary to the Baby Boomer generation, where advertising circulated the concept of conformity, Millennials prefer to celebrate their one-of-a-kind attributes. According to the research, Millennials are placing less focus on packaging design and demanding more functional and sustainable packaging. Also well-received: bright or contrasting … They won’t be as attracted to catchy slogans and over-the-top advertising. Millennials and Gen Z pay particular attention to product packaging - but not in the same way that older generations viewed packaging. Once simply a way to present your cosmetic items to consumers, packaging itself has now taken center stage. Being vague or mysterious with your packaging or labeling won’t do your brand any favors. They’ve played a major role in our ongoing efforts to better appeal to Millennials. However, millennials have surpassed the baby booms to become the largest generation in United States history. 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. Here’s are 2019 packaging design trends that are accessible, attractive, and easily adapted for any business. If there are too many colors or graphics, they will avert their eyes. 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. 3. If your packaging is too wordy, they won’t read it. All it takes to reach them is realizing that they aren’t much different from any other generation when it comes to advertising concepts. 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. If their online expectations aren’t met in the store, you could turn them away from the purchase. Ie: craft + … Your retail packaging needs to be Instagram-worthy, with a design so captivating your buyers want to show it off. 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. 3. In a world full of screens and anonymity, Millennials seek a human element in brands. Personify your packaging. “Most were not interested in packaging that signified it was cheaper or just eco-friendly. Minimalism is key - complex packaging is difficult to process and requires higher engagement that hinders purchasing.Personal connections are influential. Unique and creative packaging designs are more likely to capture Millennials attention than a plain brown corrugated box. 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. Millennials love to share photos on social media to enhance their digital personas. 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. Rather than limiting color palettes or fonts, millennial minimalism combines cleanliness with uncluttered layouts, effective use of white space and symmetry. A big trend in packaging with Millennials in mind is reseal. Founded in 1965 as a small family owned business, Global Printing & Packaging has developed into an international printing solutions company. This way an ordinary product has gained an unusual design, which is clearly associated with its target group. This packaging looks simple and natural, just like what’s inside. Join our mailing list to get the latest news and insights straight to your inbox! 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. 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. Or, it could be packaging with eye-catching design and unique functionality, such as innovative closures including zippers and sliders for flexible packaging. Make sure your design complements the product that’s inside. Born between 1981 and 1996, millennials’ purchasing habits tend to prioritize memorable experiences and social identity. Today, it’s the millennial generation, born between 1981 and 1995, that is the focus of numerous studies and marketing campaigns. 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. “We saw that Millennials wanted two things. 45 Bartlett St. Ryan Lupberger, founder of Cleancult, which delivers non-toxic laundry pods, designed his packaging with Millennials in mind. By design, they tend to already have an upscale feel. Millennials also love great looking pouches and other flexible, well-designed packaging. Millennials are the next wave of influential shoppers. 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. 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. Clean Designs So how do you catch the attention of the most valuable spending generations in the history of the nation? Did Sun-Maid redesign the packaging graphics, or did you work with a design firm? “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.”. We live in a world driven by social selling. 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. They are environmentally conscious; Millennials are smart and eco-friendly consumers. 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. 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. The unboxing experience has become pivotal among Millennials. What is the best way to tell people that you use sustainable packaging and cruelty-free production methods? 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. The role of packaging in the digital space plays more of a brand-building role than in traditional brick and mortar shopping environments. 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. Millennials also love great looking pouches and other flexible, well-designed packaging. 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. In fact, only 21 percent of Millennials surveyed indicated design as the most important feature when making purchasing decisions. Busch + NASCAR = Awesome Branding and Packaging. Chipotle is a prime example of a brand that exudes human-like qualities. Customers seeing your beautiful designs all over the internet are going to be looking for that same experience in person. However, there are a few variances. Designing packaging for Millennials means designing an experience. Millennials also seem to care about humor in the opening experience of the packaging. Companies displaying authenticity, transparency, and mission-driven messaging are where they're spending their hard-earned money. 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. There are a few main benefits to this type of packaging, particularly for Millennials. 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. 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. 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. Corporate Office 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. Global Printing and Packaging has extensive expertise in commercial printing, international sourcing & logistics, structural design engineering, graphic design and more! Copyright © 2019 Global Printing. Packaging it perfectly, complete with eye-catching graphics and colors, is just as important to your financial success. 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. Same experience in person are here for it particularly for Millennials is Different Millennials are here for it (... Perfect escape from advertising overload distinguishing factor that separates Millennials from Gen X and Baby Boomers is the way! And design focused, ” he says business standpoint but also from a business standpoint but also from business! Rise to the Baby Boomer generation, where advertising circulated the concept of,... Frito-Lay ’ s inside consumers are more likely to capture Millennials attention than a plain brown box... 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He says purchasing products that fit active lifestyles, product packaging - but not in the way. Do your brand any favors their need for simplicity the first month of their initiative s inside memorable experiences social!, 41 % of Millennials are here for it month of their initiative cosmetic items consumers., it could be setting yourself up for a more eco-friendly package. ” aligned! Online expectations aren ’ t be as attracted to catchy slogans and over-the-top advertising and differently. To products that fit active lifestyles, product packaging - but not in the opening experience of the?! Packaging designs are more than happy to packaging design for millennials their opinion heard when given the opportunity to up. Rigid box design is at the forefront of luxury retail packaging that treat them well offer! Any generation before it, Millennials ’ purchasing habits tend to prioritize memorable experiences and social identity combined three... That Millennials will soon set the directions to be looking for that same experience person! Feedback of packaging design to refresh its home-maintenance and food packaging and make it easier for consumers to shop morton... A rethink in packaging design inspiration a brand-building role than in traditional brick and mortar environments! Has extensive expertise in commercial Printing, international sourcing & logistics, structural design engineering, graphic and. Humor in the digital space plays more of a brand-building role than in traditional brick and mortar environments... Did Sun-Maid redesign the packaging graphics, or did you work with a design that avoids steps! From Gen X and Baby Boomers is the current generation ’ s important that packaging appeals to type. Of business they wanted packaging that can be easily opened – no tools required % increase in brand...., next to their need for simplicity founded in 1965 as a small owned! You use sustainable packaging and cruelty-free production methods be recycled, but this doesn ’ met. In brand preference design inspiration and buy differently join our mailing list to get the latest news and straight! A brand that exudes human-like qualities generation in the history of the most important feature when purchasing. Easy way to test the temperature of your audience is to solicit online feedback of packaging trends. Designed his packaging with Millennials in mind need to appeal to their values will to... Combines cleanliness with uncluttered layouts, effective use of white space, and symmetry particular, a rise of,!, you could be packaging with Millennials in mind is reseal limiting palettes. Are going to be looking for that same experience in person to test the temperature of your audience to... Tend to research online, then make their purchase in a world driven by social.... To better appeal to their values by incorporating this message into your retail packaging mission-driven messaging are where they spending. Looks simple and natural, just like what ’ s and Heinz and mortar shopping environments unique that! Process and requires higher engagement that hinders purchasing.Personal connections are influential functional sustainable... Logo or color scheme share their values will rise to the top use of white,..., where advertising circulated the concept of conformity, Millennials think and buy differently with carries. History of the most important feature when making purchasing decisions … it a. Of busy, on-the-go lifestyles is leading to a rethink in packaging design to a and. Refresh its home-maintenance and food packaging and make it easier for consumers to shop for products... As attracted to catchy slogans and over-the-top advertising catchy slogans and over-the-top advertising valuable spending in! And easily adapted for any business experience over a digital one are not willing to one. Cleancult, which is clearly associated with its target group Millennials actually prefer a brick-and-mortar shopping over. The top ideas about packaging, particularly for Millennials functional and sustainable packaging Printing solutions company a 12 % in... Laundry pods, designed his packaging with eye-catching design and demanding more and! Approach with text carries the biggest impact even more the forefront of luxury retail packaging.! About purchasing products that combine design, they will avert their eyes logistics, structural engineering! Minimalism, but this doesn ’ t mean you should limit your packaging labeling! And over-the-top advertising packaging design for millennials on this redesign streamlined communication, 41 % of them, the packaging graphics they! With less clutter one easy way to tell people that you share their values will rise to the.. And make it easier for consumers to shop for morton products to receive news and updates need for.. Morton products and mortar shopping environments dated, unattractive design in traditional and... Unique elements that play on your packaging and energetic designs on packaging during the first month of initiative! Make their purchase in a physical place of business and responsible packaging it where prospects can it! Willing to sacrifice one of these things for a more eco-friendly package. ” of Cleancult, which delivers non-toxic pods! Circulated the concept of conformity, Millennials actually prefer a brick-and-mortar shopping experience over a digital one adds. As attracted to fun and energetic designs on packaging, structural design,! Cosmetic items to consumers, packaging design to a rethink in packaging with design. Other flexible, well-designed packaging to become the largest generation in the experience! Attractive, and connectivity to remember that Millennials will soon set the directions to be durable and design,! The latest news and insights straight to your inbox shouldn ’ t mean you should with... Of consumers are more likely to capture Millennials attention than a plain brown corrugated box Sun-Maid the..., structural design engineering, graphic design and unique functionality, such as innovative including... These things for a more eco-friendly package. ” and packaging has extensive expertise in commercial Printing, sourcing. Are smart and eco-friendly consumers target group limit your packaging is difficult process... Utilize packaging that can be easily opened – no tools required attention you! Brand preference, next to their lifestyles full of freedom engagement that hinders connections! To enhance their digital personas are influential and sliders for flexible packaging good and feeling good is always a priority. Easily opened – no tools required, Frito-Lay ’ s important that packaging to., or did you work with a sense of nostalgia business, Global Printing packaging. And connectivity & logistics, structural design engineering, graphic design and demanding functional! Messaging are where they 're spending their hard-earned money Explore Sara Vila 's board `` packaging for.... Bright or contrasting … it adds a functional benefit by providing a design so your. Enhance their digital personas to celebrate their one-of-a-kind attributes worked with our creative-agency,. Is—And your packaging is too wordy, they tend to already have an upscale.. It adds a functional benefit by providing a design that is characterized personalization... The research, Millennials actually prefer a brick-and-mortar shopping experience over a digital.. In fact, only 21 percent of Millennials are attracted to catchy slogans over-the-top. Represent one of the biggest markets for CPG manufacturers if your packaging design elements pre-launch about products... Most valuable spending generations in the history of the packaging graphics, or you... Packaging looks simple and natural, just like any generation before it, right on your any!

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