Now that you have an idea of what your product offers and how it can fulfill consumer needs, you’ll need to create a better picture of your target audience. Once you have an image in your mind of your ideal customer, you’ll be able to design packaging to speak to them on a more personal level. In other words, develop a character in your mind who represents your audience as a whole.

You’ll want to have an idea of your target audience’s:

  • Age
  • Gender
  • Income and educational level
  • Occupation
  • Ethnic background
  • Personality
  • Attitudes
  • Interests
  • Values
  • Lifestyles

Don’t let this overwhelm you because you don’t need to overthink the details. This is just a general framework to work with. It will help you determine the emotional needs of your audience and what will drive them to purchase your product.

Know that you can’t always assume audience traits, either. Sometimes it’s best to interview real customers and find out directly what their needs and expectations are.