How to attract the attention of elderly consumers through packaging design

Merchants are certainly focusing a lot of attention on the new millennials. But to get the kind of users who are truly loyal and willing to pay for quality products and services, merchants need to look in new directions.

This age group of people over sixty is now being severely neglected. Only one percent of new products worldwide are aimed directly at them. By 2050, the number of people over the age of sixty will exceed one-fifth of the world's total population. So how can brands change their packaging to market to older seniors, while addressing the specific issues that come with a rapidly growing population.

Consumption habits of the elderly group

The pace of life is getting faster. Brands must strive to capture the attention of consumers, otherwise they are likely to be replaced by better products and forgotten by consumers. Survey results show that 30 percent of seniors will not look for new alternative brands once they find the right brand. But younger people look for things that are cheaper and more popular. People over sixty prefer the familiar, and trustworthy products will make them feel comfortable.

In addition to a high level of loyalty, this age group can afford to consume a certain level of high quality products. In the US alone, those between the ages of 55 and 64 have twice as much disposable income as those under the age of 25.

Middle-aged and older people want to spend their money on things that can greatly improve their quality of life. People over 60 see health and family relationships as an important part of a healthy life, yet material possessions rank significantly lower. In order to attract the attention of the elderly and elderly population, the product or service must not only be outstanding or innovative, but it must also connect with the core values of the 60+ age group. Such as healthy aging, active lifestyle, traditions, family, etc.

Design packaging for seniors

It's hard to imagine how age really affects the body. But for seniors, unpacking their favorite products can pose a daily challenge. Next time you struggle to open a jar, bottle, or box, imagine that an eighty-year-old grandma (who has half the strength of a thirty-year-old woman) might experience the same frustration.

Research has shown that packaging is effective for consumers over the age of 60 due to the following five factors:

1. Visual Communication: Graphics, colors, images, and typography need to bring the consumer to a journey-like experience, but in a clear and unambiguous way.

2. Legibility: Text must be easy to read. Small fonts, light colors, and low contrasting colors can make it harder to read.

3. Packaging opening: Not only is it really easy to open and close, but it must be very clear how to open it.

4. Packaging Handling: Due to diminishing strength and incongruity, the shape and weight of the packaging should be easy for the user to hold and use.

5. Shelf Life: For food and beverage products, innovative closures can increase shelf life. This can reduce the number of trips to the store for people with limited mobility.

Most importantly, seniors don't want to be labeled "older." Ask anyone over fifty and they'll feel like they feel ten or more years younger than their real age. To win the senior market, brands must focus on their needs and values, not how old they are. After all, age is just a number.