From Retro to Rad: Designing Packaging that Millennials Love.
According to a study by Mintel, nostalgia marketing is a powerful way to connect with Millennials. This generation, now at the peak of their spending power, is deeply influenced by nostalgia. By incorporating nostalgic elements into your packaging design, you can evoke strong emotional responses and build lasting brand loyalty. Here’s how to make your packaging resonate with Millennials:
Use Color and Pattern to Turn Up The Bling
Nostalgia has a powerful effect, especially during stressful times. To evoke this feeling, we can use colors and patterns associated with specific decades.
Pop Culture Influence of the 1990s:
Bright, bold colors, cartoonish graphics, and playful designs defined this era. Think of the vibrant graphics from video games like "Super Mario" and "Sonic the Hedgehog." The rise of MTV and a youth-oriented market made these elements iconic.
Example:
Imagine a cereal box with a bright, colorful design reminiscent of Saturday morning cartoons. This not only catches the eye but also brings a smile to the face of a Millennial remembering their childhood.
Photography and Illustration – Booyah!
The choice of photography and illustration styles can significantly impact the emotional connection. Vintage-style illustrations or Polaroid-like photos can evoke a sense of nostalgia. Meanwhile, modern, clean images can convey mental clarity and wellbeing.
Example:
A pet food brand could use soft, nostalgic illustrations of pets playing in a sunlit backyard, alongside modern, clean images of the product to balance the past and present.
Totally Rad Typography
Typography is incredibly evocative of specific time periods. Retro fonts from the 70s, 80s, or 90s can make Millennials reminisce, while simple sans-serif fonts can emphasize clarity and simplicity, aligning with the focus on mental wellness.
Example:
Use a playful, vintage font for the product name and a clean, modern font for the ingredients and benefits. This contrast can be eye-catching and dramatic.
Keep It Real With Playful Language
Our choice of words on the packaging can evoke specific feelings or memories. Catch phrases from the 1990s through 2015 can create a fun, emotional bond.
Example:
For a beverage, use phrases like “boost your vibes” or “get your mojo back” to speak directly to the Millennial’s desire for products that support their mental health.
Conclusion
By integrating these strategies into your packaging design, you can effectively tap into the nostalgic sensibilities of Millennials, enhancing customer engagement and bolstering brand loyalty in today’s competitive market.
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