Package marketing is a critical part of your sales experience. Although it’s true consumers will judge a product based on the content label and brand, they’ll also evaluate a product based on the color, size, and functionality of its packaging.

But it isn’t enough to target your average consumer. Different age groups respond to different types of packaging. The best-selling products are those whose marketers understand the age of their target audience.  And with up to 54% of consumers saying they read the label before buying a product, it’s no secret a product’s label plays an important part in the conversion process.

That said, here’s how you can effectively market your packaging toward the age of your target audience.

Packaging for kids

Kids’ products can be found based on their vibrant colors, cartoon images, and references to play and fun. Kids will be less likely to ask their parents for a product that doesn’t look playful.

But it isn’t enough for children’s packaging to be colorful and cartoonish. It also needs to stimulate the child’s mind in a way adult packaging doesn’t. Interactive images, storytelling, and games on the product’s label or the package itself can be just what your product needs to stand out from the competition.

Packaging for millennials

Millennials are your target audience that’s between the age of 22 and 37. That may seem like a big age gap, and it is, but luckily there are a few common marketing trends that have been found to be effetive when designing packaging for millennial buyers.

One of these trends is personalization. Millennials like packaging that not only makes them feel unique but also makes them feel less like a number to the companies they’re buying from. Creative participation is another common trend millennials have been known to respond to.

Packaging for older generations

Older generations have a lot of buying power. It’s for this reason that’s important not to disregard buyers over the age of 50 when designing your packaging.

One of the best ways you can market to older generations is to use a larger font in your labeling. To keep large fonts from ruining the aesthetic of your packaging, consider using a large font from the start of your concept design.

In addition, a packaging/branding tactic that can often appeal to older generations is “retro” styling. This technique plays on the target demographic’s childhood or early adulthood’s fond memories of particular products and/or style trends of the respective era – conveying a sense of trust and legitimacy that a “modern” design aesthetic may not capture as well.


Though there is no single surefire approach that is guaranteed to appeal to everyone, being aware of the common preferences and behaviors of different age groups can help guide your product packaging and labeling design.  The bottom line: first know your customer, then connect with them in the way they prefer.


Whether you need quality booklet label printing, pharmaceutical labels, or other prime labels for product identification, Luminer is the place for you. To learn more about our primary product labeling, contact Luminer today.