Content of tobacco brand design

Tobacco brand design refers to a series of packaging designs for tobacco brand image according to certain purposes and requirements. The understanding of tobacco brand design is broad and narrow. Broadly speaking, the tobacco brand design includes the strategic design of tobacco brands, corporate design of tobacco brands, and CI design. In a narrow sense, the tobacco brand design mainly refers to the design of tobacco products, the emotional appeal of tobacco brands, and the trademarks and packaging of tobacco brands. Here is a brief explanation of the narrow sense.

Why McDonald's and KFC's signboards are particularly noticeable? The reason is that the red and yellow decorating tone gives people a strong stimulus and evokes the consumer's association. This actually achieves the ultimate goal of the merchant's design. Tobacco brands also need to be designed. Because the ultimate goal of tobacco brands is to promote the completion of the consumer process, and to achieve the completion of the consumer process, it must first arouse the consumer's desire to consume, and the desire for consumers to generate consumption depends to a large extent on the outstanding tobacco brand design. Therefore, tobacco brand design is crucial for the marketing of tobacco brands. In general, the main contents of tobacco brand design include: tobacco product design, emotional appeal design of tobacco brands, and trademark design and packaging design of tobacco brands. With regard to the packaging design of tobacco brands, we will specifically elaborate in the third section of this chapter.

I. Tobacco Product Design

Tobacco product design is the main content of tobacco brand design, and is also the main carrier for the design of tobacco brands. Without products, brand design has become a passive source of water. Well-known American economist Phillips believes that designing products should be considered from three levels. The first layer is the core product. It mainly answers "what the buyer really wants to purchase." The second layer is a tangible product, which mainly conquers consumers through the quality level, style, packaging, and performance of the product. The third level is the additional products that the company can provide for consumers. In these three levels, the second layer of tangible products is the top priority of product design, because the focus of consumers’ consumption is on tobacco products themselves, although the additional products that companies can provide under certain conditions can promote The consumer's consumption process is completed, but in more cases, consumers regard it as an optional matter. For example, consumers are accustomed to consumption of a certain brand of tobacco products, and generally not because of other brands such as giving away small Gifts and other promotional tools can easily change their consumption options.

The tobacco product design mainly includes the performance design and quality design of tobacco products. The performance design of tobacco products can satisfy the emotional pursuit of different consumers. In terms of quality design, it mainly reflects environmental protection. On the exterior design, it strives to fully reflect the personality characteristics of tobacco products.

The performance design of tobacco products is based on the consumer's different consumer needs. With perceptual consumption becoming more and more mainstream, consumers are increasingly pursuing personalized tobacco products. While not only paying attention to the practicality of tobacco products, they must also pay attention to the performance of tobacco products that can satisfy their different emotional pursuits. At this stage, the diversity of social needs determines the diversity of tobacco brand design. However, for a tobacco company, its corporate resources are limited, it is impossible to produce products that meet the needs of the entire society, and only a certain consumer group that meets social needs can be satisfied. Therefore, the performance design of most tobacco products is often People-oriented, make full use of corporate resources in the performance design has always followed the changes in the market changes.

The quality design of tobacco products is reflected in the quality of tobacco products and the advancement of cigarette technology. The most important point is the increasing environmental protection. The scientific and technical workers in the tobacco industry closely follow international advanced tobacco science and technology, and are actively committed to the development of "one high and two low" cigarettes with high aroma, low tar and low hazard. As a result, tobacco companies often use environmental protection as a breakthrough point when it comes to playing quality brands, and vigorously promote the environmental protection functions of branded products to attract more consumers' attention. At the first tobacco science and technology fair held in Beijing in May 2002, a number of domestically produced brands of low-risk cigarettes appeared, such as Beijing Zhongnanhai, Shanghai Double Happiness, Guangdong Yangcheng, Wuye Shen, and Anhui Dan. Health and other brands such as “Good Days” and “Temesi” produced by the Shenzhen Cigarette Factory enjoy a good reputation in the market and are well received by consumers. Its full set of silk production and roll-up bag production equipment are imported from abroad. After continuous absorption, digestion and transformation, the production technology has reached international level. There is a complete set of modern testing and supervision facilities for the design, production and inspection of cigarette products. The product's process and physical and chemical indicators have reached the international advanced level. The biofilter used in tobacco products is also different from the ordinary filter, because the biofilter contains a highly effective bioactive material, hemoglobin, which can effectively adsorb nitrosamines, free radicals, and polycyclic aromatic rings in smoke. Hydrocarbons and other harmful components. Shenzhen Cigarette Factory used biofilters on the cigarettes of “Good Days” brand cigarettes. It is the first safe cigarette using biofilters in China and can provide more protection for smokers. Because ordinary filters can only adsorb part of tar and nicotine, and biofilters can absorb more harmful components in the flue gas, the highly effective bioactive material hemoglobin in the biofilter can significantly filter the flue gas. The free radicals and other harmful substances in the system not only provide smokers but also secondhand smokers with safer protection.

Second, emotional appeal design

The emotion appeal design of tobacco brands is based on the product itself, but it exceeds the design expressed by the product itself to meet the different emotional needs of consumers. Here, the product exists only as a material carrier for emotional appeal design. Because with the improvement of people's living standards, the purpose of people smoking is no longer a single purpose, but expressed a variety of emotions through smoking. At this time, if only the quality and price of tobacco products as a positioning design, it is difficult to meet the different emotional needs of consumers, so tobacco brand design to highlight the personality, but also according to different market consumer groups, different Emotional positioning, while increasing efforts to promote in different levels of consumption. While the quality and performance of products can satisfy consumers, consumers are moved with emotions. For example, the Suizhong Group Qingdao Tobacco Factory has been working on the renovation of old brands in recent years. The "Litchi Pen" cigarette was founded in the early 1940s and was popular in the 40s and 50s. In 1996, Langzhong Group Qingdao Cigarette Factory launched a new generation of high-end “litches”. In 1998, the Red Litchi Pen was launched. The "Had Gate" cigarette was born in the 1920s. In 1992, Qingdao Tobacco Factory refurbished the "Had Gate" series. At the end of the 20th century, there was a nostalgic mood in the crowd. The renovation of the old factory of the Qingdao Tobacco Factory just gave people a feeling of nostalgia. Therefore, after the launch of the new brand of new cigarettes, it is very popular among consumers. Once the "Had Gate" was launched, it immediately caused a sensation throughout the country and created a miracle that covered the whole country and was in short supply for many years.

To a certain extent, emotional appeal design is even more important than product design, because the product brings consumers only the outer shell of the tobacco product, and the emotional appeal design satisfies what the inner world needs. This kind of satisfaction is not an ordinary product. Can give. According to Maslow's hierarchy of needs, people's needs are divided into different levels. The lowest level of physiological needs is easily satisfied. The highest level of self-fulfillment needs are the most difficult to meet. People's emotional needs are hard to satisfy as people use smoking as a physiological requirement. This aspect shows that the design of emotional appeals must firmly grasp the focus of consumption and create a perfect brand image and brand content. This undoubtedly increases the complexity of emotional appeal design; on the other hand, it also shows that once the emotional appeal is designed Recognized by consumers, it is easy to form a fixed consumer group. It can be said that the design of emotional appeal captures the consumer's consumer psychology and adopts a wing attack strategy.

Third, the trademark design

Trademarks, as the name suggests, are marks of goods. Trademarks generally consist of patterns and names. Therefore, the main content of trademark design is the question of brand design and name design.

Brand name design. "If you don't correct your name, you don't say it well, and if you don't, you can't do it." Saying the brand from the beginning is not an exaggeration. Well-designed brand names make it easier for consumers to have a deeper impression on their minds. For consumers to accept them, they can greatly enhance the market competitiveness of tobacco brands; brand names are not well-designed and consumers do not accept it. And there may be aversion and there is no desire to buy. In fact, some tobacco companies often have strong randomness, one-sidedness, or deliberately pursuing literal meaning or exquisite attention when naming a brand. As the foundation of brand building, the good or bad brand name design will directly affect the brand's promotion, extension, management and other series of marketing activities to carry out good or bad. Therefore, the good or bad of the tobacco brand name is closely related to the development of the tobacco brand. It is the basis for a series of activities such as trademark registration, brand promotion, brand extension, brand management and so on. Good names can make a big fuss in the development of tobacco brands, while bad names limit the exertion of every activity of tobacco brands. Such as "king" or "hegemony", this name was popular in the early 1990s. I remember that in 1994 when the "Fu Rong Wang" was brand-named, he followed up with dozens of kings. It now appears that most have disappeared. Of course, this is inseparable from the background of the era at that time. At that time, social goods were not yet very abundant. People liked good quality goods very much. However, because of the shortage of supply of good quality goods, they are high above and domineering and people are buying. After the arrival of this kind of commodity, it seemed to be very proud. The design of the name "king" and "hegemony" catered to the psychology of people at that time. Today, people’s consumer psychology is very rational and they will no longer like these overbearing names. They prefer real things, because such names are increasingly pulling away from consumers. Consumers are also choosing products. More and more attention is paid to the cultural connotation that can be reflected in the product name. Of course, there are exceptions, such as "King Furong." However, this is an individual phenomenon and does not represent generality.

Because the name design of a tobacco brand carries such a heavy responsibility, it is no exaggeration to call the name design of a tobacco brand an art.

The design of tobacco brand names is generally considered from the following aspects:
1. Be creative. The concept of tobacco brand name should be unique and consistent. Similarity is a taboo for tobacco brand design. Similarities can easily confuse consumers with their competitors, and sometimes even counterproductive.

2. Be concise and clear. Simple and concise brand names can easily create impact on consumers. Because the greatest power of tobacco brands lies in the spread, and the simplicity and clarity of the brand name that catches the slogan facilitates people's word-of-mouth communication. For example, “white sand”, “red river” and “big red eagle” all sound very good if they are all changed into four. Above the word, it will be quite awkward to pronounce. Therefore, the tobacco brand name should be brief and clear.

3. To be rich in content. The rich cultural connotation is the basis of tobacco brand name appreciation. No connotation, just blindly calling "king" a "dominant" can only arouse people's disgust.

In addition to considering the above factors, you can also use different naming strategies to name your brand based on specific circumstances. For example, price-implicit strategies, geographical features, socio-psychological adaptation strategies, and tactics suggesting consumer groups can be used.

Such as "Zhongnanhai" brand cigarettes. The name of the brand not only reflects the regional characteristics, but also adapts to the consumer's social psychology. Zhongnanhai is in Beijing and it clearly reflects its regionality. Zhongnanhai is the seat of the Party Central Committee and the State Council. People generally have a sense of mystery about Zhongnanhai. "Zhongnanhai" brand cigarette marketing market has narrowed the distance between Zhongnanhai and ordinary people, making people feel happy and comfortable.

Graphic design. Patterns are the language of tobacco brand visualization, which can give people a strong visual impression, and give new content through continuous brand promotion and brand building. As a result, people can immediately associate the brand name with the pattern.