When it comes to marketing and branding, targeting millennials isn't a niche idea or a distraction for companies in the consumer goods sector. Rather, this rising generation makes up a huge section of the population, one with increasing purchasing power and influence over whether products succeed.
Branding strategies today should likely consider the millennial mindset, or else companies may find themselves falling behind on their sales projections. This leads businesses to ask: What is the average millennial looking for in label design?
No Loyalty, Plenty of Opportunity
Here's good news for companies that are not considered traditional leaders in their respective fields: Millennial consumers, inundated with choices in brand, may not cling to the same well-known names that dominated in previous decades. Advertising Age explained that various companies are seeing a chance to win over new, young audiences and taking action.
For instance, retail stores are revamping the look of their private-brand products, using clean and appealing graphic design to draw shippers' eyes. In years past, these companies may not have tried so hard, conceding that their appeal would mostly be limited to individuals shopping for price or convenience, and that others would gravitate toward the name brands. Now, however, the rules have loosened, and a great-looking product among the massive amount of choice on shelves can be very influential.
A Varied Group
As Chain Store Age recently noted, thinking about the millennial shopper as a singular archetype may leave retailers in a tough position. The same goes for assuming the kinds of patterns that have dominated previous generations will apply to today's young people. Targeting young adult shoppers today takes a different set of priorities than it did when Generation X members were that age.
The site added that there are some important divisions within the millennial age range. Individuals with children, for example, may be looking for different things than single millennials with no families of their own. Retailers and the consumer goods companies that supply them with products will have to think carefully about the emerging preferences of these individuals in the years ahead.
New Strategies Opening Up
If millennials are varied in their interests, what's the take-away for branding and packaging designers? The main idea is that things are different now, and companies that haven't changed up their look in a few years may be missing opportunities to boost their appeal.
Companies seeking to take control of their label design strategies should consider bringing their label printing in-house, via a printer such as the Primera LX1000. Find that printer and more in our U.S. store or Canadian site.