Packaging is successful when its design tells a story that consumers want to hear. These are stories They connect better with the new generations.
- In accordance with Hernán Braberman, partner and executive director of design at tridimagethe first thing to do is Identify the consumer and tell him the story that binds him to the product.
Millennials were born between 1981 and 1995, and came of age at the beginning of the millennium.
On the other hand, Centennials or Generation Z were born between 1996 and 2010. Although some late Millennials will identify with GenZ and vice versa.
These are generations that are hard to convince, since they grew up in a period of crisis and this makes them aware of social, environmental and economic problems.
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6 packaging personalities that will charm Millennials and GenZ
Millennials are drawn to brands with a purpose. They have lost trust in industrialized products and established brands and prefer small producers who challenge the status-quo.
In order to seduce them, Braberman points out that, packaging design should focus on “because” you sell your product, not in “that” you sell.
The lives of millennials and centenarians were exposed on social networks. Packaging should attract the senses, turning into real sensory symphonies.
Photogenic brands with designs that strive to complement your lifestyle. The packaging becomes a decorative element through geometric patterns and vivid use of colors.
Millennials idealize the past: They long for simpler times in our world of hyper-processed food.
And they are nostalgic for the time when small producers knew and cared about their products. In terms of design, this generation is seduced by a fresh look that rediscovers the past.
Caught in a changing and unpredictable world, millennials are struggling gain control and concentration.
- The key is essentialism. Complex packages are difficult to process and require more engagement, which makes procurement difficult.
The packaging focuses on clarity, simplifying its messages. They use a limited palette of colors without distraction or superfluous decorative elements.
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It is estimated that from 2021 Young people from Generation Z will be the most influential consumers: liberal and experimental, they get bored easily and quickly move on to the next thing. Constant innovation is his status-quo.
GenZ is more adventurous than other consumer demographics and ignores traditional packaging rules.
Generation Z consumers expect the brands they support to meet their expectations standards of social responsibility.
- They take environmental issues into account in their purchasing decisions and hold companies responsible for harming the environment.
They actively seek information about the sustainability credentials of products and expect brands to help them consume smarter, with less packaging, less waste and more recycling.
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