The emerging shopping behaviors of millennial consumers—including product evaluation, selection, and channel preference—are having a significant impact on package design. Their interest in items that are natural, organic, and/or tied to a cause are not only driving package appearance, but also the messages conveyed. Therefore, there are a number of things you should consider when creating packages for the “green” products in demand by today’s shoppers. Following are some of these considerations:
• The Principal Display Panel: Considered to be the at-shelf billboard, the front of the package—or the Principal Display Panel (PDP)—should command the most attention during the creative process. Here, graphics and text are critical for communicating the natural aspects of the product. Side panels have become the storytelling space of the green package. These panels are where you can explain your history, values, passion, and cause. And the back panel of the package, whether it includes the Drug Facts panel or a more creative ingredient listing, is the place to focus on what’s inside and how a product works. Don’t forget the top of the package, which for products placed lower on the shelf, can act as attention-grabbing ad space.
