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with packaging in a new and exciting way. The approach also provides the heightened level of customisation and engagement that is highly sought after by Gen Z.
In a world where consumers are bombarded with messaging that adds to the ‘wallpaper effect’, augmented reality opens a lot of opportunity for marketing creativity. For example, AR could be used to showcase a product in a virtual environment, giving consumers new perspective and understanding of the product’s features and benefits. In addition, the Gen Z market places strong emphasis on ethical business, driving the sustainability agenda forwards. As such, packaging designed with sustainability in mind can appeal directly to the needs of Gen Z. Common approaches to this include the use of sustainable materials and practices, which is set to remain high on the packaging agenda.
While awareness and intention are increasing across the board, this generation is particularly environmentally conscious and they expect the brands they buy from to share their values. Packaging that is made from sustainable substrates or offers clear, actionable steps towards a circular economy, is more likely to appeal to Gen Z and capture market share.
THE MILLENNIAL MARKET
For brands engaging in today’s market, the Millennial generation, or Generation Y, is likely the most well-understood. While some debate exists on the precise years, millennials are typically defined as those born between 1981 and 1996. Currently in their prime spending years, in marketing terms, they are a generation that values authenticity, transparency, and simplicity. As such, the generation is highly interested in provenance; knowing where their products come from and how they are made.
Facilitating this, they expect brands to be honest and transparent in their marketing and packaging. In this regard, Gen Y typically chooses packaging that aligns with their own value and sees these purchase decisions as a statement on their own ideals.
In terms of packaging design, this indicates, and has been put into practice by brands over the last decade, that packaging for Millennials should be simple, clear, straightforward, and easy to understand. Packaging that uses clear and concise language, avoiding busy or complicated graphics or overly intricate designs, is more likely to resonate with this generation.
For products targeting a Millennial shopper, it’s vital that packaging is clean, streamlined and frustration-free. In terms of aesthetics, another way that packaging designers can appeal to Millennials
is by incorporating a minimalist aesthetic into their designs. This generation values simplicity and functionality, and they are drawn to packaging that is clean, uncluttered, and frustration-free.
DESIGNING FOR ‘GENERATION PACKAGING’ WITH FILTRONA TAPES
Knowledge is king, and the more brands understand the behaviours of consumers, the more closely matched the end product can be. Insight generated from market research surveys, focus groups and polls offer valuable perspective on purchase behaviours, and will only get more important as market volatility remains. Brands that successfully court different demographics can build strong and lasting relationships with their customers, increase brand loyalty, attract new customers, and ultimately grow their business. Conversely, it’s important not to design too generally. Brands that do not account for, or ignore, the different needs of different generations, risk alienating their customers and losing their business to competitors. While consumers individually are too complex for more general statements, understanding the overall patterns in generational purchasing can give important clues for packaging success. One uniting thread is the need to remove frustration from packaging design – an area where Filtrona
Tapes solutions based portfolio shines. Our own market studies have certainly underlined this – in a cross-generational consumer study of what turns consumers off with packaging, 58% of respondents indicated over-packing was their top frustration, while 57% cited packaging that was difficult to open. Highlighting the rising need for sustainability, more than 40% were frustrated by packaging that was difficult to recycle. Working with brands to develop packaging that delights, we show our expertise through our high- performance range of easy-open tear tapes. A prime example is Rippatape Halo, our solution created from sustainably sourced, specially coated paper. Its material composition means it can be reclaimed along with the board it is attached to, making it simple for consumers to recycle. Proving that brands don’t need to choose between sustainability and quality, Rippatape Halo offers comparable tearing performance to our other plastic-based solutions.
When developing and designing packaging, it’s important to have generational differences in mind, because there’s no one single answer to how consumers are choosing and using packaging. At Filtrona Tapes, we specialise in helping our brand customers to design intuitive, high-performance packaging that connects directly with the needs of today’s shoppers. As markets evolve and the balance of economic power shifts, we look forward to seeing how brands and their packaging partners are reflecting distinct generational needs in their designs.
12
April 2023
www.convertermag.com
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