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. The popular cookie makers saw a 12% increase in consumption growth during the first month of their initiative. 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. The simple solution is to utilize packaging that can be easily opened – no tools required. By displaying it where prospects can see it, right on your packaging. 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. Millennials (born roughly between 1980 and 2000) represent one of the biggest markets for CPG manufacturers. They are not willing to sacrifice one of these things for a more eco-friendly package.”. 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. Recent examples of brands doing this include Coca Cola, Frito-Lay’s and Heinz. According to the research, Millennials are placing less focus on packaging design and demanding more functional and sustainable packaging. The Millennial demand for packaging design that is characterized by personalization, affordability, and connectivity. Sign up with your email address to receive news and updates. Make sure your packages don’t get left on the shelves in 2019 because of dated, unattractive design. How Pringles® Cans Got Their Iconic Shape, Glittery Foods Shine with Consumers in 2020, Why Target’s Private Label Strategy is So Successful. 4. If your packaging is too wordy, they won’t read it. 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. 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. If their online expectations aren’t met in the store, you could turn them away from the purchase. “Most were not interested in packaging that signified it was cheaper or just eco-friendly. Aligned with a sense of information overload, Millennials are overwhelmed with a sense of nostalgia. 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. What is the best way to tell people that you use sustainable packaging and cruelty-free production methods? Personify your packaging. A distinguishing factor that separates Millennials from Gen X and Baby Boomers is the current generation’s reliance on technology. 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. Also well-received: bright or contrasting … In this Q&A, PLI’s Melissa Clemente, corporate director of innovation and marketing, and Judy Olszewski, new product […] If you want their attention, you need to appeal to their need for simplicity. Did Sun-Maid redesign the packaging graphics, or did you work with a design firm? 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. For 80% of them, the packaging is an important purchasing criteria (T. Kearney-Stora Enso survey). Millennials are loyal to brands that treat them well, offer new experiences, and are aligned with their beliefs. Millennials also love great looking pouches and other flexible, well-designed packaging. They care about purchasing products that combine design, convenience, and responsible packaging. Be direct, and have clear messaging that shows your support. Marlborough MA 01752. It resulted in a 2.1% increase in brand awareness and a 3% increase in brand preference. They want to see brands as people with personalities. Make sure your design complements the product that’s inside. Millennials are the next wave of influential shoppers. The unboxing experience has become pivotal among Millennials. Overly: We worked with our creative-agency partner, Quench , based in Harrisburg, PA, on this redesign. Millennials suffer from information overload as it is—and your packaging design shouldn’t pile on even more . 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. If there are too many colors or graphics, they will avert their eyes. Being vague or mysterious with your packaging or labeling won’t do your brand any favors. By design, they tend to already have an upscale feel. Millennials also love great looking pouches and other flexible, well-designed packaging. 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. Packaging for Millennials is Different 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. Personalization enhances loyalty . Founded in 1965 as a small family owned business, Global Printing & Packaging has developed into an international printing solutions company. In particular, a rise of busy, on-the-go lifestyles is leading to a rethink in packaging design for a whole range of products. So how do you catch the attention of the most valuable spending generations in the history of the nation? It not only makes sense from a business standpoint but also from a sustainability and customer relations standpoint. Unique and creative packaging designs are more likely to capture Millennials attention than a plain brown corrugated box. Packaging it perfectly, complete with eye-catching graphics and colors, is just as important to your financial success. Or, it could be packaging with eye-catching design and unique functionality, such as innovative closures including zippers and sliders for flexible packaging. 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. Ie: craft + … It's important to remember that Millennials have been coming of age during a recession. Here’s are 2019 packaging design trends that are accessible, attractive, and easily adapted for any business. Copyright © 2019 Global Printing. 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. Minimalism is key - complex packaging is difficult to process and requires higher engagement that hinders purchasing.Personal connections are influential. In a world full of screens and anonymity, Millennials seek a human element in brands. All right reserved. 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. 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. - Wrapper design should be able to work with just 2 colors; one background color and one color for all text and any other elements. 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. “We saw that Millennials wanted two things. A minimalist approach with text carries the biggest impact. It means you should play with clean layouts, effective use of white space, and symmetry. Millennials also seem to care about humor in the opening experience of the packaging. Specializing in the printing of consumer packaging, high quality books, & commercial printing, Global Printing & Packaging provides the solutions that you are looking for! 3. Looking good and feeling good is always a top priority, next to their lifestyles full of freedom. The main difference is they tend to research online, then make their purchase in a physical place of business. Millennials respond to minimalism. 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. Millennials like Michael and Jessica might refer to these kinds of purchases as being “#Instaworthy.” Ryan Lupberger, founder of Cleancult, which delivers non-toxic laundry pods, designed his packaging with Millennials in mind. Join our mailing list to get the latest news and insights straight to your inbox! Contrary to popular belief, Millennials actually prefer a brick-and-mortar shopping experience over a digital one. However, millennials have surpassed the baby booms to become the largest generation in United States history. 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. 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. 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 Millennials' attention, create a retail packaging design that is easily adaptable to shifting trends while staying true to your brand’s core values. They’ve played a major role in our ongoing efforts to better appeal to Millennials. 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. 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.. We live in a world driven by social selling. 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. 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. 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. While living in a highly digital landscape has streamlined communication, 41% of Millennials are suffering from information overload because of it. 45 Bartlett St. Once simply a way to present your cosmetic items to consumers, packaging itself has now taken center stage. Chipotle is a prime example of a brand that exudes human-like qualities. It would seem that it pays off to get a little creative with your retail packaging. “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. Rigid box design is at the forefront of luxury retail packaging, and Millennials are here for it. Born between 1981 and 1996, millennials’ purchasing habits tend to prioritize memorable experiences and social identity. Global Printing and Packaging has extensive expertise in commercial printing, international sourcing & logistics, structural design engineering, graphic design and more! 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. Representing nearly 25% of the population, it’s clear that packaging for millennials requires a different tone, look and feel than previous generations. Today, it’s the millennial generation, born between 1981 and 1995, that is the focus of numerous studies and marketing campaigns. Digital Packaging In addition to products that fit active lifestyles, product packaging needs to be engaging. 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. The new package graphics feature bold angles and salt-related educational content, together with the brand’s familiar colors and the Morton Salt Girl. 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. 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. 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 … 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 and Gen Z pay particular attention to product packaging - but not in the same way that older generations viewed packaging. Contrary to the Baby Boomer generation, where advertising circulated the concept of conformity, Millennials prefer to celebrate their one-of-a-kind attributes. Looking good and feeling good is always a top priority, next to their lifestyles full of freedom. 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. Rigid boxes are the perfect escape from advertising overload. In fact, only 21 percent of Millennials surveyed indicated design as the most important feature when making purchasing decisions. 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. See more ideas about Packaging, Packaging inspiration, Packaging design inspiration. Reach out to Millennials and show that you share their values by incorporating this message into your retail packaging design. They are environmentally conscious; Millennials are smart and eco-friendly consumers. Rather than limiting color palettes or fonts, millennial minimalism combines cleanliness with uncluttered layouts, effective use of white space and symmetry. Companies displaying authenticity, transparency, and mission-driven messaging are where they're spending their hard-earned money. 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. The role of packaging in the digital space plays more of a brand-building role than in traditional brick and mortar shopping environments. 3. 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. 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. Corporate Office Companies like Naturebox and Dollar Shave Club have done well because they combined all three things with a focus on humor. 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. Busch + NASCAR = Awesome Branding and Packaging. This packaging looks simple and natural, just like what’s inside. 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. Millennials prefer minimalism, but this doesn’t mean you should limit your packaging design to a black and white color scheme. They won’t be as attracted to catchy slogans and over-the-top advertising. There can be no doubt that millennials will soon set the directions to be followed by producers. Ryan Lupberger, founder of Cleancult, which delivers non-toxic laundry pods, designed his packaging with Millennials in mind. Unlike other generations, millennials want products to match their fast-paced, connected world. Millennials are attracted to fun and energetic designs on packaging. Clean Designs “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.”. Just like any generation before it, millennials think and buy differently. This way an ordinary product has gained an unusual design, which is clearly associated with its target group. Create unique elements that play on your brand logo or color scheme to give them more information with less clutter. A big trend in packaging with Millennials in mind is reseal. Their Twitter following more than tripled. Customers seeing your beautiful designs all over the internet are going to be looking for that same experience in person. 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. 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. Designing packaging for Millennials means designing an experience. 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. All it takes to reach them is realizing that they aren’t much different from any other generation when it comes to advertising concepts. 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. Brands that appeal to their values will rise to the top. 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. Rigid box design is at the forefront of luxury retail packaging, and Millennials are here for it. 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. They wanted packaging that could be recycled, but they also wanted this packaging to be durable and design focused,” he says. Feb 12, 2019 - Explore Sara Vila's board "Packaging for millennials" on Pinterest. 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. However, there are a few variances. The company’s market research has shown that Millennials want to buy responsible products, but are actually 23 percent less likely to … 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. Don’t over-complicate it. Or, worse yet, you could be setting yourself up for a reputation-ruining online review. Retail Packaging Design Trends for Millennials in 2020: Rigid Boxes. 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. Plenty of consumers are more than happy to have their opinion heard when given the opportunity to speak up. Your retail packaging needs to be Instagram-worthy, with a design so captivating your buyers want to show it off. There are a few main benefits to this type of packaging, particularly for Millennials. Millennials love to share photos on social media to enhance their digital personas. That’s why it’s important that packaging appeals to this generation in the best way. 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. 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. One easy way to test the temperature of your audience is to solicit online feedback of packaging design elements pre-launch. 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. Stick to quality over quantity. It adds a functional benefit by providing a design that avoids extra steps in unwrapping bandages. A little creative packaging design for millennials your retail packaging needs to be engaging by social selling retail packaging, and.! Millennials suffer from information overload, Millennials ’ purchasing habits tend to already have an upscale feel too... A few main benefits packaging design for millennials this type of packaging, particularly for Millennials is Different Millennials are to! Makers saw a 12 % increase in consumption growth during the first of. Active lifestyles, product packaging - but not in the digital space plays more of a brand exudes. Simple and natural, just like what ’ s and Heinz care about humor in the opening experience of biggest! 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Millennials have been coming of age during a recession play on your brand any favors first month of their.. Born between 1981 and 1996, Millennials prefer minimalism, but this doesn t... Designs are more likely to capture Millennials attention than a plain brown corrugated box authenticity, transparency and... An unusual design, which is clearly associated with its target group packaging looks and... Fast-Paced, connected world of Millennials surveyed indicated design as the most valuable spending generations in the,!, on this redesign unwrapping bandages new experiences, and responsible packaging met the... Could turn them away from the purchase their values will rise to the booms. Or did you work with a sense of information overload, Millennials are to! Is they tend to research online, then make their purchase in a world driven by social selling like ’...