Commodity packaging design is the medium for information transmission, and it is the most direct advertisement for goods, and has a unique shape. The new materials and exquisitely printed packaging can accurately convey the texture, shape, purpose, and use object of the commercial crystal, effectively rendering the characteristics and charm of the product, creating a strong corporate or brand image, and transmitting a unique image. The cultural atmosphere. It can be said that the visual design of packaging is an important means of realizing the value of goods and the value of use. It is also playing an increasingly important role in the fields of production, circulation, sales and consumption.
With the development of international market economic integration and the full range of commodity competition among multinational corporations, how to improve the competitiveness of packaging in similar products is the key to achieving the link from production to sales, and we should pay attention to and resolve them.
First, determine the packaging design centered on product positioning
The so-called positioning is to establish a clear image for the enterprise, Jingpai or commodity packaging in the market, which is different from the competitors' products and meets the psychological and physiological needs of consumers. Its purpose is to gain a favorable position in the hearts of potential customers. Creating a strong corporate or brand image, looking for a gap in demand or quality among the public and the minds of consumers and among competitors is a powerful weapon for propagating goods to please consumers to occupy the market. The design of packaging has left the market positioning and the positioning of consumer objects. It has become a passive source of water. Packaging Design Market Positioning Packaging design under market economy conditions is inseparable from certain market demands. In the commercialization of products, design activities can only be oriented around the market. Of course, different design activities have their own different directions. There is a certain emphasis on positioning, but the premise is to enter the market. The view of packaging design and positioning of goods refers to the analysis of the market as a criterion to clarify the design goals and determine the final product positioning. Therefore, to find a way to locate can be from the following aspects:
(1) The attributes of goods, including trademarks, trademarks, prices and weights.
(2) The places and methods of product sales, taking into account the sales department and sales methods, are retail stores, special stores, or supernatural malls, which are direct sales, promotions, or online sales.
(3) The display mode of the merchandise is at a specific point of sale, not separately displayed by the manufacturer or sold together by category.
(4) The sales channel of the product, whether the product sales must go through middlemen (agents, wholesalers), etc., can meet the consumers, and the process of product commercialization is generally inseparable from the positioning of sales channels.
2. Packaging Design Consumer Group Positioning
The ultimate goal of packaging design is to provide consumers with satisfactory consumer products. The quality of consumer products will directly affect the future purchase behavior. The positioning of packaging design consumer groups refers to the analysis of consumer behavior from the perspective of consumers to determine the positioning of packaging, which can be performed from the following aspects:
(1) Consumers, including the gender, age, identity, occupation, and education of the consumer.
(2) The consumption method is personal consumption, couple consumption or household consumption.
(3) In the consumption area, in different areas, due to differences in people's living habits, customs, hobbies, and religious beliefs, there will be an impact on packaging design and sales.
(4) Consumer behavior, taking into account consumers' purchase of psychological motivation, lifestyle, and personal preferences.
To sum up, as the packaging design of commodity circulation media, we should fully understand the importance of product packaging design orientation, and always take the market circulation target and consumer demand as the guide, so that our product packaging design more targeted and appealing, improve the overall The success rate of packaging design.
Second, vigorously improve the display of product packaging on the shelf
With the emergence of large super-selected shopping malls, chain stores, and specialty stores, the form of product sales has also changed. While the packaging of the product conveys information content, it also plays the role of a "silent salesman" advertising role. The modern packaging design expresses the language effect on the shelf, which is another balance to measure whether the packaging design is outstanding.
The North American Market Research Institute used market research to reach the following conclusion: The sale of goods depends not only on advertising, but 80% of customers decide whether or not to purchase goods in the market with their own eyes. According to a survey conducted by the British Food Market Research Corporation, women who normally go to supermarkets to buy goods because of the attractiveness of exquisite packaging usually exceed 45% of the original purchase amount when they go out. This motive for buying goods instantaneously can greatly increase the sales of goods. The motive for instant purchase is firstly caused by packaging, because the packaging is shaped by shape design, color, words, and trademarks. In the design, we should maintain the distinctiveness and typicalness of the visual image of the package through powerful graphics and color form language, forcing the consumer to use the short time to make visual contact with the product and generate interest. Generate purchase motivation or prepare for the next purchase. For example, the Coca-Cola beverage packaging in the United States, simple and powerful red and white colors, smooth and lively fonts and graphics neat and generous, under the passion and enthusiasm of the metaphor, made people impressive. Another example is Guangdong Jianlibao's recently launched “P-Bang Kong Guoba Steam†beverage, which changed the traditional color design principles based on product attributes, and contrasted with pure black background and red, yellow and white graphics to form Ding Mingkuai. , Strong impact effect, showing the unique charm of the product, compared with other similar varieties, shelf effect and impression enough to enable consumers to produce a deep memory, make the product unique charm. This also further explains the visual effects of commodity shelves, which are the main sales methods to stimulate customers' desire to purchase and promote the circulation of shelf products, so as to maintain the vitality of commodities.
(to be continued)