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The Importance of Package Design for Seniors

July 30, 2018

While the millennials are a popular target these days, do not make the mistake of overlooking a generation with much more spending power and brand loyalty. Seniors, generally people over the age of 60, have been put into a stereotypical role when it comes to branding, but it’s important to break free from that image and to understand how this generation shops, what they need, and what they want.

Why Brands Should Target This Generation:


Major spending power

Seniors will have a spending power of US $10 trillion by 2020 and by 2050 they will make up over 20% of the world’s population.


Statistically they shop with more loyalty. They stick with quality and 30% of seniors don’t bother experimenting to find a new brand.

They will pay for quality

While other generations (like the millennials) will bargain shop, seniors have more spending power and want a quality product to improve their life. They will pay more for a good, solid product or service.

Gateway Consumers

Usually, packaging that is easy to open, with clear labeling makes it accessible for all ages; thus appealing to a broader range of markets. According to an article by Mette Herrefoss in Packaging World, “Ironically, catering to the needs of older consumers will in fact result in your packaging becoming accessible and desirable to people of all ages. Rather than viewing older consumers as a niche group, they can be seen as a gateway to others.”

Tips for packaging design:


While the aging process is different for everyone, it happens to everyone. Poor eyesight, decreased hearing, and a loss of strength and dexterity are common in seniors and are important to keep in mind while designing packaging for this generation.

Visual Communication

Keep it simple, yet bold. Get right to the point. Use easy to read type/font but not excessively large. Things to consider: Using pictures and images to help tell a story and decrease word count. Using contrasting colors, like black on white will help with legibility. Avoid colors with similar contrast or that do not contrast sharply, like orange on yellow.

Opening and Handling

Easy to open, lighter weight, smaller size. Things to consider: Smaller packaging means lighter weight, but that means less room for a label, so make each word and/or image count.


Some seniors may have trouble getting to and from the grocery store as often as other generations. So they may be making fewer trips. Things to consider: increasing shelf life with better package seals.

Learn more about our innovative marketing intuition and how our IDworks® Team can work with you.

Resources to check out:

The Future is 60+: How Brands Can Target Seniors Through Packaging Design
Packaging for the Golden Age
Small Packs that Talk Big Come to the Aid of Seniors

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