There are both overt and subtle ways to find the right audience using age-appropriate custom-made color labels. An article for Healthcare Packaging by Nancy Brown recently looked at the way that drugs and other pharmaceutical products can specifically appeal to the Baby Boomer market by using colors, designs and fonts. This is especially true for products that older consumers need but may feel somewhat embarrassed about buying.
Brown gives an example of the fiber health supplement Metamucil, which typically has an association with increased age. Brown argues that Metamucil has managed to give its brand a successful makeover in recent years that has made it more accessible, not just to its target audience but other audiences as well. The packaging specifically helps to enforce the different associations this brand wants consumers to have through different design elements.
“The new packaging clearly communicates the product’s health benefits, which are important for Boomers,” writes Brown. “With its bright, sunny colors and modern ‘Meta’ font, this redesign feels totally of-the-moment and makes fiber a cross-generational product. People are even willing to keep it out on their countertop.”
Another obvious way that brands can appeal to an older audience is by enlarging the font on the package labels and using colors to make it easy to read by those with vision impairments. They can also condense information into easy-to-understand imagery and text so the exterior of the product tells the buyer everything they need to know.
Nearly 80 million consumers in the United States are over the age of 50, making this a significant demographic for marketing. Industrial labeling systems make it easier for companies to design and produce the best labels for their product. An effective label design may help broaden the audience and generate additional interest in the product.
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