Commodity packaging design is the medium for information transmission, and it is the most direct advertisement for goods, and has a unique shape. New materials and exquisitely printed packaging can accurately convey the texture, shape, purpose, and object of use of the product, effectively rendering the characteristics and charm of the product, creating a strong corporate or brand image, and delivering a unique style. 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, brand or commodity packaging in the market, which is different from the competitors' products and meets the consumers' psychological needs and physiological needs. Its purpose is to obtain 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, specialty stores, or supermarkets with super preferences, 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. Packaging Design The positioning of consumer groups refers to analyzing consumer behavior to determine packaging from the perspective of consumers. Positioning can be performed from the following aspects:
(1) Consumers, including the gender, age, identity, occupation, and educational level of the consumer.
(2) The consumption method is personal consumption, couple consumption or household consumption.
(3) Consumption areas, in different regions, due to differences in people's living habits, customs, hobbies and religious beliefs, will also have 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 conclude that the sale of goods does not rely solely on advertising, and 80% of customers see the product in the market before deciding whether to purchase it. 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 morphological language, forcing consumers to take a short time to make visual contact with the product and generate interest. Buy 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-Bao Bao Guo 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. , Strong impact effect, showing the unique charm of the product, compared with other similar varieties, shelf effect and impression enough to make consumers have a profound 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.
Third, the series of design is the era of market sales of goods packaging requirements
Due to the rapid development of modern commodity production, the variety of similar products has increased day by day, and the market competition has become increasingly fierce. A single commodity image has been dazzling, dizzying, and submerged by a variety of commodities. Under this circumstance, serialized packaging design is conducive to establishing the overall image, reputation, and competitiveness of corporate group products, and it has generally attracted the attention of the design community and manufacturing companies. Serialized packaging design is also called family packaging design. Its main approach is: the same manufacturer or distributor uses the same trademark pattern, the same standard font, and the same style design to form the packaging of the same or similar products of the same brand name. The common characteristics, due to the recurrence of a visual form, deepen the consumer's impression of the product, so as to achieve the basic purpose of promoting sales. Serialization has become a mainstream direction of today's packaging design, occupies an absolute value ratio in the commodity sales market and presents the following marketing advantages:
1. Helps establish and promote corporate branding.
Serialized package matching is to form a unified visual lineup, strengthen brand awareness, enhance communication effect, through a variety of products of the same company, is based on the trademark as the center of the packaging, under the principle of diversified and unified, the single product of the same company Packaging, organically united, linked, combined into a series of groups, and repeated display in the minds of consumers, to enhance consumer perception of trademarks and companies, increase awareness, reputation and trust, is to establish a market image, establish a brand name brand The beneficial weapon.
2. Good display and display effect.
Serialized packaging emphasizes the overall design and emphasizes the overall appearance of the product group. Therefore, the large potential, distinctive features, and strong sense of the whole, in the general shopping malls, supermarket shelves, serialized packaging occupy a large area of ​​exhibition space, resulting in overwhelming the impact of other goods. The group beauty, regular beauty, and strong information conveyed by serialized packaging are conducive to competition with other products. Due to its distinct characteristics, appearing on the shelves in sets can enable consumers to immediately identify their marks and names, so as to achieve a deep impression and remember the effect of prison, to avoid the unplanned design of their own style, style, non-interaction, not form a whole Disadvantages such as effect.
3. Helps to increase the value of advertising.
With the development of society, the advertising environment is undergoing tremendous changes. One of the most important changes is that advertising has evolved from the broad sense of “widespread†in the past to paying more attention to the management of corporate product packaging brands and building a strong brand image. The family characteristics of the serialized packaging design can achieve a ten-fold effect in product promotion. An influential branded product can drive the production and sales of a batch of products. If consumers have a sense of trust in a product in a series, they will also have a good impression on other products in the series. The overall action pattern of the series packaging can greatly increase the added value of advertising effectiveness.
Thus, in today's market economy environment, product packaging design should be centered around consumer demand, that is, product packaging should meet consumer demand for product packaging; or that the packaging of goods should be To a useful promotion. Packaging is not just a simple storage and protection of goods. From the perspective of modern marketing, the realization of the sale of goods is the fundamental purpose of commodity packaging.
Source: Sansong