Posted on: Nov 30, 2021

Kid’s Packaging

Reading Time: 3 minutes

As generations grow older, new ones arise. Born between 2010 and 2025, the Alpha Generation represents the future of consumerism. According to a report carried out by the business forecasting company McCrindle, Alphas are set to become the largest generation in history. Not only that, but they will also have unprecedented spending power, a generation set to become consumers faster than any other, and all as a result of their global connectivity through technology.

They may still be young children, but their influence cannot be denied. According to the publication AdAge, 81% of Alpha kids significantly influence family purchases. At PointBleu we want to tell you all about this generation, from their consumer habits to their packaging preferences.

How they shop

Since Alphas have no memorable experiences of living without social media, they tend to be influenced by programmatic advertising, on-demand TV and social media platforms.  This means that brands need to place themselves in multiple channels to ensure they are reaching their target audience.

Research carried out by the entity Wunderman Thompson Commerce found that Alphas tend to mirror how their parents shop. This provides a clear signal to brands about the importance of improving their e-commerce logistics. Nevertheless, the report also emphasizes that Alphas aren’t ready to abandon brick-and-mortar shops completely. That’s why product packaging will remain of the utmost importance.

Packaging considerations

Children’s worlds are full of fun, games, and fantasies, as well as cheery emotions and bright colours. Unlike the adult world, children’s worlds are happy, safe spaces, where consequences don’t exist. Therefore, the design of children’s packaging plays a key role in the purchasing process. Below we have listed a series of recommendations to consider when creating a packaging for this target group:

Colour

When it comes to the composition of packaging, this element is crucial. The palette must be eye-catching and colourful. We strongly recommend choosing pleasant colour combinations, above all those which are pastel and gentle, to reference notions of purity. Dark or faded tones are out of the question.

Simplicity

We are creating Kid’s packaging, and that premise shouldn’t be taken for granted. In the case of  children’s packaging, a glimpse of an eye should be all it takes to have the composition convey that it is created for their age group.

Joy

The design of the packaging must evoke warm feelings, because childhood is normally associated with concepts such as safety, innocence and happiness. Carefully designing with a view to benefitting from these drivers will significantly increase the chance of purchase by both children and parents alike.

This can be attributed to a common desire for parents to have the best for their children, a trait which millennials seem to have taken to a whole new level. In fact, Gen Alpha is also very accustomed to being doted on by their parents. Millennial parents like to indulge and seek out the best they can afford. And Gen Alpha picks up on that. They’re used to being lavished with the best brands and products.

Human characteristics

Bear in mind that children can’t read. Nevertheless, they gladly look at creative pictures or drawings. Consider including human characteristics in your designs, such as eyes or smiley faces that help them to stand out. Children’s imaginations have no limits.

To summarise, it is clear that designers must create packaging for kids whilst keeping many things in mind. Truth be told, being a designer  is not enough. The designer must also be a salesperson to understand the market, and a psychologist to understand what motivates both parents and kids.

Is your brand ready to approach the most demanding consumers yet?

At PointBleu Design, we are looking forward to hearing from you.


 

 

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