Packaging design plays a crucial role in capturing attention, creating brand perception, and engaging consumers. In recent years, the consumer preferences and shopping habits of Generation Z, born between 1997 and 2012, have been decisive in shaping new trends in packaging design. With the influence of this generation, maximalist designs have gained significant importance in the packaging world, bringing forth bold perspectives through creative and innovative approaches.
It is evident that Generation Z is among the key driving forces dominating the marketing world. Brands, in particular, are trying different ways to change the preferences of this influential generation and establish a presence in their purchasing habits. Packaging stands as the initial point of contact with the product for Generation Z. Bürkan Çiftçigüzeli, the Founder and Creative Director of B12 Creative Branding, explains the importance of maximalist designs in determining the winner in the battle on store shelves.
Bold and maximalist packaging appeals to Generation Z’s interest
Bürkan Çiftçigüzeli, mentioning that the marketing world has developed new strategies to target the natural digital generations known as Generation Z, states, “Generation Z is a generation that has naturally grown up in the digital world and is proficient in technology. Therefore, packaging design undergoes a transformation to attract the attention of Generation Z and establish a connection with them. In this sense, maximalist design offers an effective strategy to capture their interest and engage with them. Unlike minimalist design, this approach creates an energetic look by utilizing visual complexity, bold colors, and vibrant patterns. Generation Z, being a generation that prefers uniqueness and eye-catching elements, finds maximalist packaging effortlessly attention-grabbing, which captivates the interest of young consumers.”
These packaging designs emphasize brand personality and enable organic sharing
Çiftçigüzeli highlights the use of intricate patterns, striking color combinations, and intriguing graphics in maximalist packaging design. He says, “This type of creative approach emphasizes brand personality through packaging. Most importantly, it aims to express a product’s brand value and establish a connection with the target audience. For instance, brands in the fashion and cosmetics sectors can use packaging with bright colors, eye-catching patterns, and exaggerated graphics to appeal to the young and trend-following Generation Z. Generation Z, being a generation raised under the influence of social media, also values the culture of sharing. Therefore, maximalist packaging is visually designed to be shared on platforms such as Instagram and other social media, enabling brands to organically reach user-generated content and increase brand visibility.”
Avoiding excess and establishing a suitable balance for the target audience in packaging
Bürkan Çiftçigüzeli emphasizes the need to carefully balance the use of maximalist design. He states, “Excessive complexity can overwhelm or discomfort consumers. Therefore, even in maximalist packaging design, readability, clear communication of product information, and user experience should not be disregarded. Ultimately, the changing consumer preferences of Generation Z have led to the popularity of maximalist design in the packaging world. It offers an energetic, striking, and fun approach to grab the attention of young consumers and foster brand loyalty. However, despite its impressive nature, maximalist design should be applied with caution, ensuring a suitable balance for the target audience.”