Minimalism, technology, visual storytelling and sustainability – a few tips on packaging design to target the millennial market
Research shows that Millennials have greater purchasing power when compared to any other generation. For this reason, several brands use them as their reference target for their marketing choices, research and development, new product investment as well as devising innovative packaging and new strategies.
Yet, this customer base is quite difficult to impress and satisfy. It’s actually estimated that this group remains up to 70-80% less loyal to a brand than other groups. This is a real challenge for companies, who, with the aim of winning them over, have to offer a value proposition that’s unique, differentiated if not quite unconventional. One element that attracts their attention is packaging design.
Tips on beverage packaging for Millennials
Over recent years, a variety of beverage companies have implemented rebranding strategies for their packaging aimed at winning over the Millennial market. Today even the concept of packaging has changed. From simple containers, packaging has become a means to promote trustworthiness and transparency about ingredients, but it’s also a powerful marketing tool.
Let’s have a look at which features should be included in packaging design that’s aimed at Millennials.
Yes to minimalism!
Millennials prefer minimalism. But that doesn’t mean you should limit yourself to the black and white colour combinations. Put simply, you should play around with clean shapes and layouts, while making effective use of space and symmetry.
This is particularly important when it comes to bottles, so the consumer can easily read the information on the label. Mixing details up with overly elaborate elements is definitely going to be counterproductive.
From analogue to digital
Over the last few years, consumers have started to pay more attention to the virtual aspects of a product. And this has led to many routes being opened up to attach technology to packaging.
Amongst the most widely used is the NFC tag which allows the consumer to receive additional information about the product and to be reassured about its authenticity. In this context, Tapì has also recently launched technology related to this for its closures, i-Tap.
Using images for storytelling
Millennials love stories. They spend hours on Instagram browsing stories so they don’t miss out on any of them. Stories are key for this generation and brands can use this device to their advantage.
Every story is unique, and the distinction is made in the way it is told. Stock images are no longer good enough and the same goes for fonts that have been seen time after time. Millennials consider this all quite mundane, almost obsolete and it could damage a brand’s reputation.
If you want to win over this target group, choose original, visual content that talks about the values and benefits gained by purchasing the product and beyond the product itself.
Pay close attention to sustainability
The sustainability demonstrated by a brand is increasingly important for Millennials. Eco-friendly packaging has been a trend for a number of years now. But with the Covid-19 pandemic, the focus from consumers has become even stronger.
Various companies are responding to Millennials’ demands to reduce our plastic usage. One example is Bacardi, who announced that they will roll out 100% biodegradable bottles by 2023.
Linked to this vision, Tapì is in the process of designing new closures that reflect the eco-friendly products of our clients. For instance, Abor, T-Cask and Devin have manufacturing processes that allow us to create a number of closure ranges through the use of distillation waste – from casks and grape pomace – that would otherwise have gone to land fill. Then we have Duo, the closure designed for the cosmetics and spirits markets, which can be separated completely into its constituent parts, making it easily recyclable by the end consumer. And there’s Mekano, a globally unique approach that has given life to an innovative – and most importantly – reusable closure that’s suitable for a variety of sectors.
The bottom line
Millennials are the generation that need to believe in the values of the reference brand and packaging is the ideal way to gain their confidence.
From the choice of bottle and label, as well as the closure and secondary packaging, each and every element is essential in conveying a product’s own unique story. Packaging can influence purchasingchoices. For this reason, it’s key not to underestimate its value and be able to single out each component required so that the target audience will fall in love with the product.
Interested in finding out more about our closures designed for the beverage market?