I'm not in a box

Leaning on quick demographic research when developing packaging strategies and designs can be dangerous. Many people today are not a-typical and cannot be boxed into likes and dislikes, or even things that 'should' appeal to them. The older generation may well be into playing computer games and going to the gym, whilst young people may have a liking for gardening and traditional arts and crafts.

Packaging plays a crucial role in attracting customers and communicating a product’s value. Yet, many brands fail to connect with their audience because they misjudge the demographics they are targeting. When packaging does not align with the preferences, needs, or expectations of the intended consumer group, it can lead to lost sales, damaged brand reputation, and wasted resources. But, how do you kno wwhat those preferences are in a world where anything is possible?

Demographics refer to the statistical characteristics of a population, such as age, gender, income, education, and cultural background. These factors influence consumer behaviour, including how people perceive and interact with product packaging.

Packaging needs to speak the language of the target audience through design, colours, and messaging, meet functional needs like size, ease of use, convenience, and information clarity, whilst still reflecting the values of the brand.

Ignoring or misunderstanding these demographic details can cause packaging to miss the mark entirely.

I see so many instances that tell me what Gen Z likes, or how Millennials are thinking or what Baby Boomers are doing, but how are you sure you are getting that right? Some phenomenal flops have taken place recently where brands have either just got it plain wrong, or have switched from what they have done traditionally to try and gain new audiences, whilst alienating their core customers (and not picking up any new ones).

For instance, many will tell you that a package designed with bright, playful colours and bold fonts might work well for a younger audience but feel out of place for older consumers who prefer subtle, classic designs. Do they? Can older consumers not enjoy bright colours? Do younger people not like classic luxury?

Different demographics may have varying needs for packaging functionality. More mature consumers may require easy to open containers with clear labels, while younger consumers might prioritise portability or eco friendly materials – but that is not to say everyone.

Of course, getting it right can be difficult, but gathering detailed data on your target audience’s demographics, preferences, and behaviours is a good start. This is not just statistic gathering though, but focus groups, interaction with consumers, packaging trials across different elements, and better communication, rather than just putting people into a demographic 'box'.

But it has to be more than that. In today's world, many levels of interaction can be added to standard packaging and provide a huge amount of feedback for the brand. Plus, the abilities of short run digital print allow brands to select several designs easily and quickly to give more choice than ever before.