We’ve written before about knowing your audience here on the PI blog, especially as demographics and consumer behaviors change. The people you think are shopping for your product may not be the ones you think, and targeting the wrong demographic with your packaging design—even one that used to be your biggest audience—can send you down the wrong path.
Case in point? The grocery store. Studies show that more and more, men are taking charge when it comes to shopping for groceries and preparing meals. This means that brands and packaging manufacturers are looking for ways to market food products specifically toward consumers with Y chromosomes. The question is, how do you create plastic food packaging that attracts men?
Go Big or Go Home
When it comes to packaging designs geared toward men, remember that sometimes, more is more. The current trend for packaging that targets men is to go big, which can mean everything from including bigger portions of the product to ample space on the package for branding that uses big, bold fonts and striking imagery.
Plastic food packaging meant to stand out for men benefits from broad surfaces, which give you a significant amount of space to work with.
To design packaging for a product not traditionally marketed to men, packaging manufacturers should go against the grain and try a new approach. For example, dark colors like black, gunmetal, navy and crimson aren’t typical choices for products like yogurt, diet shakes or fruit smoothie powder—until now, products like these have been marketed predominantly to women.
By incorporating more traditionally-masculine colors in the packaging design, though, you don’t just make them more guy-friendly—you make them stand out from the pack on a crowded store shelf.
The trick, of course, is to strike a balance between making a product’s packaging more attractive to men and making it less attractive to women. Ultimately, your success with this depends not only on what you’re selling, but on your marketing and your packaging manufacturer, as well.