Editor’s Choice Connecting with
‘Generation Packaging’ Sarah Rutland, market development manager at Filtrona Tapes, says that in today’s fast-paced commercial world where consumer loyalty is harder to win and easier to lose, brands must take every opportunity to meet the shiſting needs of the market and capture market share
O
ne of the most pivotal touchpoints in this regard is packaging design. Far beyond ‘just’ protecting and presenting a product, the role of packaging today is more nuanced, and functions as a crucial aspect of the consumer product experience.
Consumers notably make purchase decisions in just a few brief seconds, and packaging assumes the role of ‘shop window’, aiming to communicate complex messages briefly, succinctly and clearly. It’s no surprise, therefore, that packaging is often the focus of heavy investment for businesses looking to boost sales in an increasingly volatile retail landscape. However, an important factor that is all too often overlooked is how the role of packaging changes over time. Everything is contextual; we, as consumers, are influenced by changing societal and environmental factors around us. As a result, different consumer generations have different tastes, preferences and uses when it comes to packaging, and creating one-size-fits-all designs is a missed opportunity to engage with a buying generation on their own terms. When profiling consumers, sharpening marketing communications and designing packaging that engages, it’s natural that businesses target two of the most commercially powerful demographics in Generation Z and Millennials (or Generation Y). To maximise the impact and bring focus, brands and their designers benefit from understanding the different expectations of these generations, and the values, interests and preferences that guide their decisions. Today’s packaging cannot be all things to all people; without a particular point of view, packaging risks appearing too general and as such, not appealing to any demographic in particular. So, what do designers need to know about these groups and their perspective on packaging?
PRIORITIES FOR GENERATION Z A rapidly maturing market entering their prime
spending years, Gen Z is commonly defined as those born between 1997 and 2012. As the newest and most technologically advanced generation to enter the consumer market, Gen Z is only the second generation to grow up digitally native, and has grown up with technology at their fingertips.
So, what does this tell packaging designers? Consumers in this demographic are typically used to instant gratification, personalisation and customisation. As a result, packaging designed
to directly target Gen Z shoppers benefits from being interactive and personal. Perhaps more than any other generational demographic, packaging is seen by Gen Z as part of the overall experience, rather than a byproduct or necessity. Connectivity is key in a digitally-led world, and one way that brands and packaging designers can appeal to Gen Z is through the integration of augmented reality (AR) and other interactive technologies. Bringing physical packaging to the digital space, AR allows consumers to engage
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April 2023
www.convertermag.com
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