Millennial Packaging Trends: Draw Attention Online and On the Shelf

Millennials are one of the largest demographics in America, which means that creating packaging that speaks to their interests and buying habits is essential. The United States Census Bureau reports that this group of individuals, born between 1982 and 2000, accounts for approximately 25% of the nation’s population. They are more diverse than any generation that came before them and have now outgrown the Baby Boomers in total numbers. It’s clear that Millennials are a force to be reckoned with in the modern world. How can you market your products and packaging to attract their attention and keep these individuals loyal to your brand? Millennial Buying Power Millennials boast an impressive collective purchasing power of more than $1.3 trillion every single year and spend $600 billion annually in the United States alone. When it comes to shopping locations, this generation makes 54% of their purchases online. In fact, in a 2016 UPS report, 81% of Millennial respondents said that they planned to make their next purchase on either a computer, smartphone, or tablet. So what does this mean for today’s retailers? Maintaining a Digital Presence One thing that all retailers, whether you operate a brick and mortar location or not, should keep in mind is the necessity of an online presence. Keeping your name, brand, and products on the internet allows you to be easily accessible to customers around the country and the globe. You can leverage this by sticking to the same themes and stories on the web as the ones you present on your physical products and their packaging. The big question when it comes to marketing your packages to Millennials is what kind of themes, images, and design should you use? There are several different strategies to look into, but a few major options to keep in mind. Minimalism When you hear the word ‘minimal,’ black and white images may come to mind, but minimalist design means much more than just a lack of color. Millennial shoppers are looking for a clean, uncluttered aesthetic when they buy something off the shelf. This style catches their attention and draws them in. For online retailers, this means keeping the same minimalist look online and on your product packaging. By providing the layout they like best, you’re more likely to see posts about your goods on a Millennial’s social media pages. Color Vibrant, contrasting colors are an exceptional way to catch the eyes of your Millennial customers. When paired with a minimalist layout, you’ll be sure to turn some heads from retail shelves. Better yet, you can choose colors that work best with your brand and continue to use them on your website and social media sites. This makes your content easily shareable, allowing it to reach even more consumers in this all-important generation of buyers. Your Brand and its Story Millennials as a whole love hearing a story, especially through visual media. Understanding just who you are, where you come from, and how you contribute to your local and global communities is particularly important to this generation. Both online and on your packaging, you can augment this story through the use of vibrant color, aesthetically pleasing minimalist design, unique typography, and more. Be sure to emphasize your distinct visual appeal with high-quality images that are specific to your company and not from a stock photo site. This is enhanced further with valuable online content like videos, infographics, and memes. A Culture of Sharing Millennials grew up during the advent of the internet and they know how, when, and why to use it better than any generation that came before them. This means that many individuals don’t hesitate to share their experiences online, especially on social media platforms like Instagram, Twitter, and Facebook. To leverage this effectively, your brand must work hard to ensure that your products come in visually compelling packaging that makes for great quality photos and content sharing. Better yet, create your own unique hashtag and include it on your packages to heighten the excitement that comes with posting about your products online. This provides a major benefit in that it means your products and brand are seen by many people you may not have been able to reach on your own, with very little marketing effort or expenses involved. Packaging for Millennials While there are many customer groups that don’t fall into the Millennial generation, Millennials make up a massive portion of the buying market in the United States. They are constantly plugged in and online, seeking unique and engaging design, and want to be told a story about why their purchases matter. With so many options for them to choose from, make sure your packaging suits their interests to help you stand out from the crowd.