Good packaging is a weapon for business success

“People rely on clothing and horses to rely on saddles.” Today, when the homogenization of commodities is becoming increasingly serious, companies always hope to use a method that allows similar products to appear in front of customers in a differentiated form. This is like a human being. clothes. Undoubtedly, the eye-catching packaging design with its superior visual recognition formed by the sensory height evaluation can help the company's products stand out from many competing brands, make consumers pay attention, pause, observe, appreciate and generate purchase behavior, which is also each The most ideal packaging design pursued by the business.

Packaging, as the most direct means of communicating emotions and information with consumers at the time of purchase, is actually the most direct brand display. Therefore, packaging design should be in line with the market, and integration with the market should be in line with the product and the consumer. The idea of ​​packaging style should be the most direct to meet its product positioning, meet the needs of its target consumers, in line with its brand philosophy. Therefore, under the premise that quality and brand have been recognized by consumers, packaging has a huge impact on product sales.

Packaging design should be beautified under market conditions, and the design should be clearly distinguished. As a packaging, its application purpose is profitability, so packaging as a part of the product must be in line with the market, it is not a work of art, it is a real commodity, the price of the product determines the grade of the product, packaging design should match the grade of the product Must not appear to use low-grade packaging design to support high-end product prices, can not use high-grade packaging design to drive low-grade products, everything must be, otherwise it will be neither fish nor fowl, counterproductive. In the early stage of packaging design, it is necessary to analyze the target consumers and meet the personality characteristics of consumers. At the same time to meet the brand connotation positioning. Brand is the accumulation of products for many years of culture, is the source of product attributes, is the protection of product quality, so its brand connotation should be continued to grow and increase, so the packaging design should be consistent with the brand concept and connotation, and the brand extension direction match .

The packaging of any product has its unity and continuity. This is not only an image problem but also a communication problem. Therefore, the packaging design should have such characteristics. Consumers can think of the packaging and think of its brand and reflect it on the packaging. The characteristics and commonality of its series products.

Pay attention to packaging is to attach importance to the product

Packaging makes the product have a certain form: in many cases, products without a form are difficult to display or display, such as drinks, cigarettes and other products, without packaging, display costs are large and do not say, but also fail to achieve the desired results. It has a certain protective effect on product quality: if the packaging of the “Jiaqia” tamarind seeds has a gas-tight peritoneum, the unique sales proposition of “Qiaqiaqi” and “a mouthful of boiled tasting” can be preserved. Otherwise, the “aroma” has changed. What do consumers love you? Differentiating products from competitors: Taking potato chips as an example, “Ping Ke” potato chips are easy to produce differences with other plastic bag-packed chips due to the use of paper drum packaging, which is easy for consumers to identify;

Packaging also has the role of consumption instructions. Many products have special selling points that determine its consumption patterns are not the same, this time packaging design must have enough information to allow consumers to recognize their particularities, otherwise it will result in poor product information communication. Packaging makes the product portable. Taking beverages as an example, from bulk to glassware packaging, PTT bottles have been developed to today's, and more importantly, consider the "mobility" of consumption. In addition, the difference in capacity between bottled drinks and paper-packed drinks is mainly due to consumers' mobility.

Design is a top priority

After packaging design meets the basic requirements of the product, we should consider more about the content of design. Packaging design can reflect the different connotations of products, brands, and companies.

1, to find the product's personality characteristics

People of the same age group have different personality traits, and products are the same. Products of the same type also have their own characteristics. Compare the similar products to find similarities and differences, divide the consumer stratum for the target market, accurately position the products, and meet the distinctive personality of the products. These are the first entry points for packaging. Take the fast-moving brand's "hug and hug" product as an example. It is positioned as a young, lively, cheerful, and pursuing youth. In response to this consumer psychology, from the design of the elements from the youth representative of clothing - jeans, the use of yellow and blue color contrast, the style is simple. When the products were put on the market, they were welcomed by the young people and recently became one of the new favorites of Valentine's Day. This is determined by its distinctive personality.

2. Reflect the connotation of commodity brand

After giving the product a personalized personality, the packaging design also reflects the brand connotation of the product. “Bucking and hugging” is recognized by the young people at the same time. The fast-establishing brand also goes deep into the hearts of people with the rising sales volume of “bite and hug”. It spreads among young people’s awareness and behavior, representing youth, vitality, The easy and sweet brand image has also been established.

3. Accumulation and reflection of corporate culture image

Packaging is designed for products. Products come from companies. Packaging design undoubtedly reflects the corporate culture. For example: Coca-Cola packaging design not only gives the product brand connotation, but also a reflection of Coca-Cola's corporate culture accumulation. The vigorous and enthusiastic entrepreneurial spirit has penetrated all over the world. When Coca-Cola packaging appears, people always feel the essence of Coca-Cola's culture.

4, reflect a certain regional ethnic culture

This is particularly evident in the food packaging design. For example, in the packaging of tea, Westerners only understand tea as a simple drink, while Asians inject tea into more cultural heritage, thus forming a unique “tea culture” in the East, natural and western tea packaging. The style is different. Another example is the packaging of alcoholic beverages. Westerners' understanding of wine tends to be a symbol of power, giving it a noble and luxurious image. Packaging also adopts gorgeous shapes and colors. Even the civilian beer can be seen in the packaging design style. The pursuit of tough power. And we Orientals tend to be more spiritual towards wine, giving it more emotion. The ancients often talked about wine and poetry, or used the wine for drinking when friends and relatives were reunited or separated. More often, they used alcohol to express their emotions. Therefore, the packaging was also mostly a spiritual one. In general, it was fresh and elegant, tantalizing and contemplating. .

At present, serialization and personalization of packaging design have become wise choices for manufacturers of various products. In this way, it is easy to focus on promoting product image and corporate image, and second, to help users deepen their impression. Therefore, while ensuring the quality of products and constantly introducing new products, companies pay special attention to packaging design and optimize the image of enterprises and products, because good packaging is the most direct expression of the high quality of corporate products.

Emphasis on packaging design, but also should pay attention to the application of aesthetics and psychology in packaging design. Design is a creative activity, not simply a combination of color blocks. How to make a design look balanced, eye-catching and aesthetically pleasing is the key to aesthetics and psychology. This requires full consideration of the role of products, basic functions, and consumer psychology and other factors in the use of color, layout division, composition, text pattern adjustment and background pattern selection.

Many products, it has strict quality requirements, its packaging also has its own uniqueness, there are strict regulations on the text content of product packaging. This requires the designer to adjust the font, font size, and character spacing according to the size of the package, and pay attention to the details of the design, so that the consumers look convenient and comfortable, and some of the highlighted and key publicity texts are clear at a glance. The same design, if you do not pay attention to the adjustment of the font and the position of the pattern, although the text content does not affect the use, the visual effect gives a feeling of dullness, confusion, or even uncomfortable feeling. Affect the overall image. In the design, we must comprehensively consider various factors, pay attention to the design details and take into account the user's needs and aesthetics.

Packaging products - details determine success or failure

The details determine the success or failure. When designing product packaging, it is also necessary to consider various detailed factors. These factors are also the basic needs of product packaging.

Understand product features

Everything has its basic characteristics, commodities are no exception, such as the product's physical (crackable, soft or hard, water flow, melting point, freezing point, etc.), chemical properties (such as acid, sweet, discoloration, odor, etc.), Biological (such as fermentation, oxygen, photosynthesis, shelf life, etc.). At the same time, we must understand how products are displayed on the market, sales of images, transportation processes, storage conditions, etc.

Source: Sales and Management 2006, Issue 5


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