There's a need to constantly innovate and try new things in retail packaging. Consumer tastes shift over time, meaning your brand may be falling behind if you haven't measured your labels' effectiveness recently. Creating compelling labels today means generating designs that will appeal to members of Generation Z, the young people coming of age after the millennials. Zooming in on trends these young shoppers enjoy may lead to very different packaging than your brand has used in the past.
Personalization Salutes the Individual
According to Packaging World, marketers hoping to crack the Gen Z code have turned to personalized and customized product labels as a key tool. Brands as large as Coca Cola have investigated the marketing power of labels that include a great deal of variety. When people can select from a number of different-looking labels on a store shelf, they feel a sense of self-expression. Getting this reaction from shoppers is a way to appeal directly to Generation Z tastes.
According to the news outlet, personal choice can go beyond letting customers pick from dozens of brand-created designs. Companies letting customers print their own art on products are on the cutting edge of personalization. If you allow your audience to have input into label design elements, you may forge a lasting connection between your brand and the people engaging with your offerings.
Packaging World detailed an imaginative campaign combining the Gen Z preference for customization and self-expression with another rising trend: a taste for consumer activism. Shoppers were able to design a customized elephant on the label of Amarula liqueur. The bottles were designed to raised awareness of the plight of wild elephants, with the limited edition of 400,000 estimating the number of African elephants remaining.
Deluxe Products Carry Custom Branding
Producing one-off and personalized products is more than a way to make young shoppers have input into the creative process. Customizing is a way to create deluxe, desirable items. Labels & Labeling reported the Cannes Lions Grand Prix marketing awards handed out Moet & Chandon champagne in customized packaging for winners, jurors and "platinum pass" attendees.
A bottle of high-quality champagne inscribed with an individual's name is a trophy as much as a simple product. The packaging ties the event together with the brand and the recipient's memories to create an evocative whole.
Embracing customization in your own company may be easier when you have your own printer in-house than if you have to outsource packaging production. Check out Argon Technology's U.S. store and Canadian page to see the options we offer.