In Part 1 of this article, we learned what defines the generation. Millennials, what are their expectations and the relationships they define with brands, we will further present 6 best practices identified by us at the level of packaging design for millennials.
1. Packaging design for Millennials means experience design.
They are excited about new packaging concepts that convey emotions or offer cool experiences that can be share-view. These can range from augmented reality to pick-your-own-packagingthrough the Internet.
With Colorfilled online application, Oreo brand has enabled consumers to experience online offlineintegrated, through which to customize your own cookie package with a graphic theme, a color palette and your own personalized message.
Such packaging customization approaches loved by Millennials, have been found, in various forms, in other brands such as Share a Coke, Nutella, Airways, etc., brands that have effectively combined personalized packaging, social media and word-of-mouth.
The Absolut Vodka Collection, called Absolut Unique, has more than 4 million unique bottles, each with its own personal identity. This packaging concept offers consumers a unique brand experience, allowing them to choose the bottle that suits their unique personality.
2. “Personification” of brands through packaging design
In a world full of screens that is becoming increasingly anonymous, Millennialslook for the human element in brands, they want to have an interpersonal relationship, ideally one-to-one, with them, to discover their personality, in order to give them their attention and loyalty in return.
Chipotle is an example of a brand that embraces human qualities such as Storytellingthrough the glasses and bags used, in order to interact with its consumers.
Each packaging creates a unique experience because it tells a unique story that highlights the brand's idea.”food with integrity”, adding a touch of humor, brand personality.
3. Responsibility becomes a necessary practice in packaging design
Millennials not only value social responsibility (whether for social-humanitarian causes, environmental protection, or transparency about ingredients, production or labor), but they consider them mandatory for a brand to be authentic and involved in their world.
In response to the constant concern for the environment and the growing consumption of plastic, Method, a brand of natural cleaning products valued by millennials for innovation and transparency, created the first recycled plastic bottle from the oceans, which also won Dieline Package Design Awards for sustainability and aesthetics.
An example of a brand that combines the limited edition strategy, which is otherwise appreciated by Millennials, with its social responsibility efforts is the famous Campbell's brand. It has released 3 versions of soup cans in pink and white as support for the World Breast Cancer Awareness Month.
A similar action on the local level is also carried out by certain water brands from us, such as Dorna or Bucovina, which have developed bottles with a percentage of recycled plastic and soft, biodegradable plastic caps.
4th. Packaging design in response to the lifestyle of millennials
Millennials are fast, impatient, hate queues (except for Apple brand launches) and want brands to adapt quickly to their needs. A Euromonitor statistic tells us that 79% of MillennialsThey want products that are more affordable, easy to use and take on-the-go.
Heinz has embraced this trend by launching a dual-function product, Heinz Dip & Squeeze Ketchup, which facilitates on-the-go eating with innovative, functional and easy-to-use packaging.
Campbell's reacted similarly by introducing their famous soup into a new concept, Go Soup, intended for Millennials, in hermetic pouch packaging, with a graphic design and with recipes/ingredients specifically addressed to them.
Rebbl, a beverage and healthy snacks brand, promises lifestyle and dietary changes through products with ethically sourced ingredients.
It's not just that the brand uses in its packaging design phrases such as”ethically sourced“sheep”craft brewed“which denotes transparency, but also visibly includes information about the nutritional benefits for the consumer, which this generation strives to pursue.
McBike from McDonald's is a functional packaging tailored to the needs of cyclists, designed to safely transport a menu, burger, potatoes and a drink. Its launch was an adaptation to the habits of Millennials, for whom the bicycle is one of the favorite means of transportation.
Beefit Snacks is an example of a brand that has adapted to the lifestyle of the modern consumer — it is about their need to eat something consistent (super food) on the run to help them not interrupt their daily activities and at the same time give them energy. Beef snacks are gluten-free, high in protein, etc., and all this information is effectively communicated in the packaging design.
5. Democratization of quality reflected in packaging design
Millennials, while cost-conscious, expect easy access to quality, innovative products.
They are also known as Prosumers, looking for products with an above average level of quality and open to always trying new flavors and recipes.
Puristry is an organic cosmetics brand aimed at Millennials that combines high product quality with a minimalist design to deliver a premium product in an affordable way. The brand did not innovate at the packaging level, but let the quality of the product speak for itself.
Kroger, the third-largest chain in the United States, has launched a private label called HemisFares that brings hand-picked products from different corners of the world directly from source for a truly authentic yet affordable dining experience.
This time, unlike Puristry, the packaging is designed to highlight the quality of the product, telling about the culture and the specifics of where the ingredients and the recipe come from, as well as their quality and how they were obtained.
Another example of minimalism in packaging to make quality products more affordable is the brand Lush Cosmetics, which introduced the Little Green Bag, proclaimed “the greenest gift”.
The package includes 5 unpackaged cosmetics and a recyclable booklet with instructions, and the packaging itself is a scarf/wrap that can be used later.
6. Involving Millennials in the Brand Story
Millennials are much more open about everything new, innovative, embracing the “New is the new” paradigm.
At the same time, they want to express their opinions and insights in the development of brands.
Concepts such as co-creation, crowdfunding, Crowdsourcing, shared learninghave exploded in recent years and are very popular among millennials.
Starbucks, through its My Starbucks Idea program, has created an environment that actively engages consumers to take part in improving the Starbucks experience, from the ambience in the cafés to the verpakkingand the materials used. The platform allows discussion and feedbacks— fan voting and voting for the best ideas.
Since the launch of the program, 5 years ago, more than 300 consumer ideas have been implemented, including ideas related to packaging design, whether we are talking about the glass, coffee capsules or the mixing stick.
Also with the idea of involving Millennials in the brand's story, Coca Cola has launched a Taylor Swift collection to celebrate individuality nationally in the US. The bottle was in limited edition, featuring the singer's logo and some of her popular quotes.