The Impact of Generation Z on Packaging Design

Packaging design plays a crucial role in capturing the attention of consumers, creating brand perception, and establishing interaction with the consumer. In recent years, the consumer preferences and shopping habits of the Generation Z, born between 1997 and 2012, have been influential in shaping new trends in packaging design.

Under the influence of this generation, maximalist designs have gained significant prominence in the packaging world, and packaging as a field has acquired a bold perspective with creative and unique approaches.

The Z generation undoubtedly stands as one of the primary forces dominating the marketing world today. Brands are particularly exploring different strategies to appeal to and establish a presence in the preferences and purchasing habits of this influential generation. Packaging serves as the initial point of contact between the Z generation and products. Bürkan Çiftçigüzeli, the Founder and Creative Director of B12 Creative Branding, highlighted the significance of maximalist designs in determining the victor in the battle on store shelves.

Bold and maximalist packaging attracts the attention of the Z generation

Bürkan Çiftçigüzeli stated that in today's marketing world, new strategies are being developed to target the digitally native Z generation. "The Z generation has naturally grown up in the digital world and is tech-savvy. Therefore, packaging design is undergoing a transformation to capture the attention of the Z generation and establish a connection with them. In this sense, maximalist design offers an effective strategy to attract their interest and engage with them. Unlike minimalist design, this approach creates an energetic look by utilizing visual complexity, bold colors, and vibrant patterns. Since the Z generation tends to favor uniqueness and eye-catching elements, maximalist packaging effortlessly stands out on shelves and captivates young consumers," said Çiftçigüzeli.

These packaging designs emphasize brand personality and foster organic sharing

Çiftçigüzeli emphasized the use of intense patterns, striking color combinations, and intriguing graphics in maximalist packaging design. "This creative approach highlights brand personality through packaging. Most importantly, it aims to express the brand value of a product and establish a connection with the target audience. For example, in the fashion and cosmetics sectors, brands can use packaging designs featuring bright colors, eye-catching patterns, and exaggerated graphics to appeal to the young and trend-following Z generation. As a generation influenced by social media, the Z generation also values the culture of sharing. In this regard, maximalist packaging is visually designed to be shared on platforms like Instagram and other social media platforms. This allows brands to organically reach users through their shares and increase brand awareness," he stated.

Balancing is key in packaging design – avoiding excess while catering to the target audience

Çiftçigüzeli emphasized the need for careful balance when using maximalist design. "Excessive complexity can overwhelm or bother consumers. Therefore, even in maximalist packaging design, readability, clear communication of product information, and consideration of the user experience are crucial. In conclusion, the changing consumer preferences of the Z generation are driving the popularity of maximalist design in the packaging world. It offers an energetic, striking, and fun approach to capture the attention of young consumers and build brand loyalty. However, despite its impressive nature, maximalist design should be applied with care, ensuring a balanced approach tailored to the target audience," he explained.