Factors Affecting Packaging Policy Decisions

Developing effective packaging for new products requires a lot of decisions. First, establish the concept of packaging. The concept of packaging is defined as to specify what the packaging should be or what a particular product does. The main role of packaging should be to provide protection for high-quality products, introduce a new way of use, suggest a certain quality of the product or company, or some other role.

General Foods has developed a novel dog food that is shaped like a small pie. The management decided to maximize the visibility of the unique and delicious appearance of these pies. Visibility is defined as the basic idea of ​​packaging, and management authorities have considered several packaging solutions accordingly. The company finally chose to pack a transparent film on the plate.

In addition, decisions must be made on other elements of the packaging design, such as the size, shape, material, color, text description, and branding of the packaging. The content of the decision must also include: a large number of written instructions or a small amount of text description, the use of cellophane or other transparent film, plastic or sheet-like dishes, and so on. The various elements of packaging must be coordinated with each other. Packaging size involves packaging materials and colors. The elements of packaging must also be coordinated with pricing, advertising, and other marketing elements.

Once the package is designed, some tests must be conducted. The purpose of carrying out engineering test is to ensure that the package can withstand wear under normal conditions; the purpose of carrying out consumer testing is to ensure that favorable consumer response is won.

And, even if these test measures are taken in advance, there are sometimes fundamental flaws in the packaging design: For example, a food company has developed a pressurized can of barbecue sauce called “spray spray cans”. Market trials found potential hazards in packaging: “We thought we had a good can, but we were fortunate to have initially only tested in stores in Texas and California. Once the cans were warmed up, And they started to explode. Because we didn't sell around the country, we lost only $150,000, not millions of dollars."

Packaging that works well for a new product may cost hundreds of thousands of dollars and take months or even a year. We cannot overemphasize the importance of packaging because we see that packaging can play a role in attracting and satisfying consumers. However, companies should note that society has become increasingly concerned about packaging, and companies should make corresponding decisions to serve the interests of society and serve the immediate customers and the company’s goals.

In addition, product packaging also has some basic principles:

1. Applicable principles. The main purpose of packaging is to protect the goods. Therefore, first of all, according to the different nature and characteristics of the product, reasonably select packaging materials and packaging technology to ensure that the product is not damaged, not degenerate, no deformation, etc., try to use packaging materials that comply with environmental protection standards; secondly, we must design the packaging reasonably and be easy to transport. Wait.

2. Aesthetic principles. Sales packaging has the function of beautifying the goods, so the design requires a novel, generous, beautiful appearance, and has a strong artistic.

3. Economic principles. Under the premise of meeting the marketing strategy, the packaging cost should be reduced as much as possible.