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Know Your Customer: Liquid Packaging and Demographics

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Your product’s packaging is your link to consumers in the marketplace. As such, it must take into consideration your target market population and their needs. Whether you’re reaching out to baby boomers, young adults, or parents of toddlers, your liquid packaging design should be consistent with the trends and focus of the day.

Target Market Considerations

Conventional marketing advice says to avoid trying to reach everybody. Even if you think your product fits the needs of a large demographic, that’s not enough focus for your campaign to drive sales. Instead, you’ll need to think about the age group, location, relative income level, and careers of the demographic.

For example, a BB cream makeup product will likely appeal to most women on some level. To narrow down that large market, you’ll want to target middle-aged women who need a product that is moisturizing and provides full coverage. Your company is family-based so you further narrow down your target market to focus on family-oriented women who also work for a living and need to appear professional on a daily basis. You can similarly narrow down any field to better brand and market your packaging.

Liquid Packaging

When you have relevant information about a subset of people, you can focus on creating a design that speaks to them. This is where it’s helpful to look at competitor products and see what is and is not working in the market. Is the package difficult for older people who suffer from arthritis to open? You may need to consider a product that has a soft, easy grip that is easy to open.

For children, you’ll want to consider safety. Making sure that there are no choking hazards and no danger of a bottle breaking and injuring a child will make the packaging more appealing to concerned parents. Seriously considering safety can also prevent your company from facing future legal challenges.

Liquid packaging in particular must be secure, eye-catching, and easy to use. What will your market be doing while they consume or use your product? If it’s a food product, having a smooth surface may make it difficult to grip with wet or oily hands. Similarly, makeup products can be difficult to open if a consumer already has product residue on his or her hands.

Thinking about the little details that affect the way your consumer base uses your product will always put you one step ahead in your design. You can focus on innovative designs, textures and branding that stands out after you’ve considered the user experience.