Attracting Modern Consumers Through Packaging Design
Gone are the days where print reigned supreme and the average consumer looked for bargains in a seasonal catalogue. In today’s global, digital marketplace, consumers have access to newer, better, and different things. 24 hours a day. 7 days a week. With the oversaturation of stimuli in the digiverse, captivating your consumer through thoughtful and effective packaging design is critical for remaining on top of your game.
So, who is the modern consumer?
- Millennials, millennials, millennials. Who makes up this demographic? 18-34 years old, tech savvy and entrenched in our neoliberal global economy. Millennials are the most overrepresented demographic in the ecommerce sphere; making up only about 26% of the population however contributing to approximately 35% of retail sales. While Gen X and their predecessors, the boomers, are still taking the lion’s share of the loot, Millennials are growing, and becoming more influential.
- Mobile and Connected. The modern shopper has access to ecommerce from multiple devices (phone, tablet, computer) and is active on a plethora of social media platforms. Not only are people using their smartphones to shop, they are using social media to tell their friends, families, neighbours and pets what they think of your product or service.
- Convenient and Personalized. Forget about old school loyalty programs, today’s consumer is looking for fast and no fuss. Websites and apps that save your data and make it easier and more personalized the more you use it are the key to a quick sale. The simpler the interface, the simpler the message, the higher your conversion rate.
So knowing a little bit about who is shopping, how do we attract these consumers through modern branding, graphic design and marketing?
- Minimal and Sleek. Consider bold, sans serif texts, neutral pastels or tones and simple graphics for your custom boxes, packaging or floor displays. Modern brands have hit it big with millennials and are growing popularity by the day with their minimal designs and thoughtful layouts.
- Focus on Experience and Emotion. Brands that make you feel and remember continue to resonate with millennials. Nostalgic twists are selling huge these days; think 90’s and early 2000’s fashion, and pop culture.
- Progressive and Woke. This isn’t your parent’s world anymore; forget about gender binaries and social norms. The average millennial is forward thinking, socially conscious, and, well, woke! Think unisex; neither ultra femme nor ultra masculine. Have you heard of millennial pink yet? Well it’s a thing, it’s everywhere and it’s not just for girls.
We recognize that millennials are not the be-all-end-all in terms of marketing demographics. Stay tuned because next week we are going to look at Gen X and how they influence modern day packaging design for eCommerce.
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