Designing packaging across generations? Here’s the catch...

Source: Freepix

This week, two different people asked me what Gen Z wants from design. And it got me thinking - because truthfully, I don’t spend a lot of time using generation labels.

I think in age. In behaviour. In buying power.

Gen Z, for example, could be 13 or 28. That’s a 15-year difference. And what appeals to one definitely doesn’t land with the other.

So while the generational terms can help frame things, they’re only useful if we zoom in beyond them.

Let’s talk packaging...

Designing for Gen Z? That often means expressive visuals, values-led storytelling, punchy personality.

Source: Pinterest

Designing for Boomers or Gen X? You’re looking at clarity, functionality, and trust.

Less noise. More signal.

(Note - It depends on the brand of course, and doesn't mean boring for the older generation! 😊).

Source: Pinterest

But what if your product is used by everyone?

Take Apple for instance...

Their packaging wasn’t designed for “everyone.” It was designed for experience.

Clean, consistent, easy to love. The branding stays true, and the packaging doesn’t chase trends - it leads with confidence.

Parents love the brand. Kids grow up with it.

The design doesn’t bend - it holds.

Source: Freepix

So if your audience spans generations, here’s the strategy:

🡲 Don’t try to please everyone.

🡲 Start with your core buyer - the one making the decision.

🡲 Then build stretch around that with clarity and consistency.

Design that tries to be everything for everyone ends up meaning nothing to anyone.

Packaging that works across generations starts with focus.

Not trend-chasing. Not box-ticking. Real, strategic clarity.

If you’re juggling a broad target audience and need your design to land without losing identity - let’s talk.