Concept, Design and Strategy of Brand-name Product Packaging (2)

Second, the packaging design:

Product packaging is divided into two kinds of packaging and packaging. The outer packaging, also known as transport packaging, is designed with a view to protecting the goods and facilitating transportation; the design of the inner packaging focuses on beautifying the goods, promoting the sale of the goods and facilitating the use. In the packaging design of goods should start from the following aspects:

1. Packaging should be adapted to the value or quality of the product. Valuable goods and works of art must show the nobleness and elegance of the goods. For a company's product line can be used to match the high middle and low packaging to meet the needs of different consumers.

2. The appearance of the package is beautiful and elegant. The pattern strives to create a vivid image. It is unconventional, avoids imitating and similarities, and adopts new materials, new designs, and new shapes as much as possible. This is the basic requirement for packaging.

3, packaging should be able to display the characteristics of goods and unique style. For products that express their characteristics or styles in appearance or color, such as packaging for clothing, accessories, foods, etc., they should try to be able to directly display the level itself to the buyers so that they can purchase them, such as transparent packaging and open sky-type packaging. , Or on the packaging with color photos and more.

4, the text design on the package should be able to directly answer the customer's most concerned issues. Product performance, use methods, and effects are often not visually displayed and often need to be expressed in words. The text design on the packaging should focus on the customer's psychology. Such as food packaging should be described on raw materials, food methods; drugs should indicate the ingredients, efficacy, dosage, contraindications and whether there are side effects, directly answer the buyer's problems and eliminate their existing concerns.

5. The colors and patterns of packaging and decorating must conform to the norms and cannot be inconsistent with ethnic habits and religious beliefs. The same colors and patterns may have very different meanings for different consumers. Chinese people like to celebrate the festival with red, while Japanese people give each other white towels; Egyptians like green to avoid blue; French people hate dark green (fascist uniform colors) and prefer yellow. In countries and regions that believe in Islam, avoid using pigs in decorative patterns; Europeans think elephants are dull and Chinese think it is unique; French people regard peacocks as auspicious birds; Swiss people regard owls as a symbol of death; The image is ugly in many countries and regions, and longevity in Japan. Some colors, patterns, or symbols have specific meaning in specific places. As in the former Czech Republic, the Red Triangle is a sign of drugs; in Turkey, the Green Triangle is a free sign. Consumers of different ages also have different preferences. For example, older people like cold and calm; young people like warm colors and are healthy and lively.

Third, the packaging strategy:

In order to play a role in the promotion of packaging, manufacturers have adopted a variety of measures in packaging design, forming a different packaging strategy, mainly including:

1. Similar packaging strategies: All kinds of products produced by enterprises adopt the same pattern, color or other similar features on the packaging, so that customers notice that this is the same company's product. Similar packaging strategies have the same benefits as a unified trademark strategy, such as saving packaging design costs and production costs, enhancing corporate momentum, and facilitating the introduction of new products. However, this strategy cannot be abused. It applies only to products of the same quality level. If quality differs significantly, quality products will suffer adverse effects.

2. A variety of packaging strategies: The use of a variety of interrelated products, into a packaging container, sold at the same time, to meet the needs of a variety of options. For example, cosmetics kits, household kits, high-end gift boxes, and set-tableware, which are widely available on the market, are both easy to use and expand sales.

3. Reuse packaging strategy: This strategy is also called dual-use packaging strategy. That is, after the original package of goods is used up, the packaging container can be in a travel mug; the packaging box of candy and biscuits can also be in a stationery box; the packaging of medicines can be considered as a lunch box, a food box, and the like. This type of packaging often leads to group purchases. The advantage is that the packaging container is used as a mobile advertisement. But pay attention to the added value of packaging materials can not be too high.

4. Bonus packaging strategy: This is the more popular packaging strategy at home and abroad. For example, children's toys and foods are accompanied by comic strips or literacy cards; coupons attached to cosmetics packaging can be accumulated for a certain amount to get additional gifts; some goods take a lottery on the packaging, and prizes can be obtained after winning.

5, change the packaging strategy: the improvement of commodity packaging, like the improvement of the product itself, has great significance for sales. If the intrinsic quality is similar to that of competing products and the sales are not smooth, we should pay attention to improving the packaging design. A product that has been packaged for a longer period of time should also be considered for launching new packaging to achieve the purpose of stimulating consumption. The precondition for adopting this strategy is that the internal quality of the product meets the requirements for use and has strong competitiveness. Otherwise, merely relying on packaging to change face will not help expand sales.

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