Packaging and Label Design Improve Product Sales Capability

In foreign countries, many physical products must have packaging and labels. Some packaging is known to the world: such as "Coca-Cola" bottle, egg packaging of "Legg" ladies pantyhose. Most marketers see packaging as an element of a product strategy. A package is often defined as a series of activities that design and produce containers or wraps. This container or wrapper is called a wrapper. Packaging can include up to three levels of material. For example, Flavor brand shave lotion is placed in a bottle, which is in turn loaded in a paper box and filled with corrugated cartons of the product, 6 packs per box.

Packaging has become a powerful marketing tool. Well-designed packaging can create convenient value for consumers and create promotional value for producers. A variety of factors have played a role in the development of packaging. For example, more and more products are sold as self-service in supermarkets and discount stores; many companies have realized the great role of well-designed packaging, which helps consumers to quickly identify which company or which A brand; packaging innovation brings greater benefits to consumers and also brings profits to manufacturers.

To develop an effective package for a new product, the first task is to establish a packaging concept. The concept of packaging is defined as the definition of what the packaging should be or what a particular product does. Next, you must make decisions for other elements of the package design, such as the size, shape, material, color, text description, and branding of the package. These decisions must be subject to "multiple tests." The various elements of the packaging must be coordinated with each other. The elements of packaging must also be coordinated with pricing, advertising, and other marketing elements.

Once the package is designed, some tests must be performed. The purpose of the engineering test is to ensure that the package can withstand wear under normal conditions; the purpose of the visual test is to ensure clear writing and color coordination; the purpose of the dealer test is to ensure that the dealer finds the package attractive, And can be easy to handle; the purpose of conducting consumer testing is to ensure that the positive reaction of winning consumers.

Although these experimental measures were taken in advance, there are sometimes some fundamental flaws in the packaging design. Let's take an example to illustrate: At the beginning of the l992, Prandal Life Storage Company exploited a new product packaging to develop its peanut fruit market. The company gained inspiration from the success of a vacuum-packed block coffee and introduced a vacuum-packed Prandal fresh baked peanut fruit. Consumers made some connections between the two products, but this connection has led to catastrophic results: the company's dried peanuts just appeared on the shelves of groceries stores, Prandtl's parent company Nabisco Start receiving complaints from many angry store managers. They want to know who will pay for the cleaning of their coffee grinder. The truth is that consumers are using vacuum-packed peanuts as coffee and peanuts in coffee grinders in stores. Unfortunately, this newly packaged peanut fruit appeared in the consumption boom of similarly shaped coffee. Because the peanuts are also lumpy, it is difficult for consumers to distinguish the bags of these two products under the lights of a supermarket. Needless to say, Prandell abandoned the vacuum packaging.

Well-designed packaging can cost tens of thousands of dollars and can take months or even longer. Companies should note that the environmental and safety concerns of packaging have become increasingly of concern. The shortage of paper, aluminum, and other materials requires marketers to reduce packaging. Many packages become broken bottles and cans littering streets and fields. Therefore, these packaging materials become a major problem in the treatment of solid waste, requiring a lot of manpower and material resources to deal with these wastes. Therefore, many companies carry out "green" packaging activities.

Tetra Pak, a major Swiss multinational company, offers an example of an innovative package that is considered from the perspective of customers. TetraPak invented a “sterile” package that stores milk, fruit juice, and other perishable fluid foods without freezing. This makes it unnecessary for companies to spend money on the purchase of refrigeration equipment. Supermarkets can also store this Tetra Pak bag directly on a common shelf, saving valuable freezer space. Tetra Pak advertises the benefits of the company's packaging directly to consumers through advertising. The company even launched a packaging recycling campaign aimed at protecting the environment.

At the same time, the seller must design labels for his products. The label can be a simple tag attached to the product, or it can be a well-designed pattern that is part of the package. Tags may only have brand names and may have a lot of information. Even if the seller likes to use simple labels, the law may specify that the labels have additional information.

Labels perform a variety of functions. First, the tag plays a role in identifying the product or brand. Labels may also play a role in the classification of products. For example, the labels of canned peaches are Class A, Class B, and Class C. The label may describe a few things about the product: who produced the product, where it was produced, when it was produced, what the product was, how to use it, and how to use it safely. Finally, the label may be able to promote the sale of products with attractive patterns.

After a certain period of time, the well-known brand tag will become old, and you will need to re-dress. Since the 1990s, the label for ivory soap has been reinvented eight times, and the size of the label and the design of the letters have gradually changed. When the competitor started using the pattern of fresh fruit as a label for his soft drink, the label on the “orange juice” soft drink had undergone a drastic change. As a result, the sales volume of the “orange juice” soft drink increased substantially. Orange juice is designed with a new label on the packaging to indicate that the product is fresh, very thick, and dark in color.

For a long time, the law has always paid attention to the general forms of labels, packaging and products. In the United States Federal Trade Commission Act, it is considered that there are erroneous, misleading or deceptive labels or packages that constitute unfair competition. The United States Congress passed the Proper Packing and Labeling Act in 1967, imposed mandatory regulations on the label, encouraged the standardization of packaging quantity, and agreed that federal officials must establish packaging requirements for special industries. The Food and Drug Administration requires food producers to indicate nutrition labels, clearly indicate the content of protein, fat, carbohydrates and calories in the product, and the ratio tolerance of vitamins and minerals taken on a daily basis. The Food and Drug Administration recently introduced control of potentially misleading labels such as "light", "high quality", and "cholesterol free." Consumers are lobbying to add labeling laws that require the date of manufacture (to describe the freshness of the product), unit price (describe the cost of the product in standard units of measure), rating marks (arranged for certain quality levels for consumer goods), and percentage marks (Shows each percentage of important components).

It can be seen that a well-designed package can create convenience value for customers and create promotional value for products. In fact, they act like a "5-second advertisement." Marketers must establish a packaging concept and test this concept functionally and psychologically to ensure that it achieves its intended goals and aligns it with public policy and social responsibility. Physical products need labels for product identification, possible grading, instructions, and promotions. The law requires sellers to provide some information on the label, so that consumers understand and protect themselves.

---<Chinese Packaging>