Product packaging design rationalization

In today's highly homogenized products, product packaging design has become more and more important. It is not only an important part of a complete product, but also an important carrier for product branding. Its importance can not be ignored!

As we all know, many physical products entering the market must have packaging and labels. The packaging refers to the packaging or packaging of the physical product. The label is a simple label or a well-designed pattern attached to the product. It has a brand name and many product information. . As used herein, "packaging" refers to a container or wrapper that is directly facing the consumer, and a label thereon, that is, an integral package that is sold along with the core product that the consumer purchases.

Everyone knows the fable story of “buy 椟 椟 椟 椟 , , , ,” because it is so exquisite and attractive that the desire of the customer to have ambiguity exceeds the value of the beads installed in the casket, regardless of the story. How stupid or short-sighted the buyers are, but it is enough to explain the temptation and charm of excellent product packaging.

Modern product packaging has not been satisfied with the protection of goods and convenient transportation of the dressing is so simple superficial, but a deeper level to meet the requirements to enhance product value, (the domestic market, there are indeed many good product quality but poor or inadequate packaging People or no brand value disappeared). Of course, good packaging must still be backed by good products, otherwise it is also an embroidery pillow, short-lived. Packaging has become a powerful marketing tool. Well-designed packaging can create more value for consumers, enhance brand value and promote sales value for products. Levitt once said: "The modern competition does not lie in what companies produce in their factories, but in what they can add to their products - such as packaging, services, advertising, customer inquiries, and other things people value. value."

Nowadays, both the marketing theorists and the business community have focused their attention on brands, channels, advertisements and rough sales, gradually neglecting the importance of packaging. Packaging is insignificant in the entire marketing system.

He is just a part of the formal product in the overall concept of the product in the 4P marketing theory, and it is not the mainstream factor in the current market competition.

In our country, especially some small and medium-sized enterprises do not pay enough attention to the packaging of products. In today's oversupply market economy conditions, the homogenization of products is getting more and more serious. Today, slightly more powerful small and medium-sized enterprises have concentrated their limited resources. Management of channels, advertising promotions and core products, and lack of attention to product packaging design.

From another perspective, it cannot be said that some companies do not pay enough attention to product packaging design. They also have a lot of concerns:

1. An extra amount of money is spent on designing R&D packaging, and once success is easily imitated by competitors, (pulse) imitators like “pulsation” packaging follow their success after the success of their unique packaging in the market. After: power P, heartbeat and other products)

2. Whether innovative packaging consumers will be favored, it may even damage the original brand image, and lose his wife and soldiers. Therefore, manufacturers do not dare to lose resources by investing resources in order to pursue innovative packaging (and consumers may not attach great importance to product packaging).

3. Shopping consumers who are more and more rational are really concerned about the added value of core products (maintenance, service, etc.) rather than the packaging of products. Therefore, they prefer to concentrate their resources on the premise of limited resources of some enterprises. Increase the value of core products rather than "packaging" beyond the core products.

However, many companies in China also attach great importance to the packaging of products. For example, adjustments are made to the obsolete old packaging of some products to enhance the competitiveness of the products or to adopt new and more personalized packaging for certain new products to pursue packaging. Differentiation.

One example of a company that produces batteries is to improve packaging and achieve good results:

There is a battery production enterprise in Zhejiang Province, which has achieved certain development after nine years of market fight. In order to accelerate the development speed, the company has invested a lot of resources in the core product R&D department and sales department, but the effect is not very significant. Later, the product department conducted a “rebirth” test on the packaging of the company. The original ugly, seemingly inferior, non-content packaging was changed to a more beautiful, connotative, seemingly high-end product packaging. The packaging design is in line with the characteristics of the battery and is printed on the back of each battery (4 batteries). The new majestic and clean new factory area in the industrial park allows consumers to see the plant's strong power and trust the quality of the product even more. Although the battery is a product with high brand loyalty, it still pulls consumers to try to buy it. This prompted more consumers to recognize the product and achieved a very good sales performance.

Engage customers with innovative packaging:

The reason why a farmer orchard can achieve excellent results in the market is due to his differentiation strategy. One of these points is the difference in “packaging.” The farmer's orchard's packing mark is a combination of three fruit cross sections. Beautiful, LOGO for a fruit farmer holding a large basket of fruit, filled with a rich atmosphere, the most special is the large diameter of the bottle, the market is generally 28mm PET bottle, and the mouth of the farmer orchard diameter of 38mm, it is very Dissimilar and more humane, the capacity of the farmer orchard has two specifications of 600ml and 380ml, while the specifications of other PET juice drinks on the market are 500ml and 350ml, which can attract more attention on the terminal juice rack. At the same time, Robust also launched packaging and personalized "pulse" beverages to attract consumers to buy the impulse.

End market emerges

Many marketers generally believe that the focus of marketing competition is mainly on the competition of market terminals. Whoever seizes the terminal means that they have occupied the market. The competition of terminal market resources has been increasingly valued by marketers. How can your products stand out on a wide variety of end shelves when the product is highly homogenized? When consumers are overwhelmed by many similar products, consumers in addition to the search for fragmented advertising and promotional information in the memory, the driving factor for consumers to make purchase decisions is the product packaging, especially some rich Flexible packaging products (of course, there are many other factors), for the more emotional consumers when buying goods, good product packaging can play its role,

Good product packaging is like a good advertisement. It can attract the audience's attention and convey information. It is a kind of media for communication and exchange. The effect of product packaging is even as good as advertising, and it can be used as a silent salesman in the terminal market. The role. According to DuPont's "Dupont Law," 63% of consumers make purchase decisions based on the packaging and decoration of their products. In a typical supermarket, it stores 15,000 merchandise items. A typical buyer passes 300 items per minute. If 53% of customers buy improvised, the effective package is like a "5-second commercial."

"Third-placed, seven-pointed dress up" if you make your product attractive and unique, more attractive, will be favored by customers, so that emotional customers to see you for the first time in the terminal market Deeply like you and not extricate yourself.

For example, when a pair of beautiful women meet for the first date, they will surely disguise themselves, hoping to give each other a good impression visually. But how do you design your own image? The first thing to consider is to convey your personality as much as possible (cute, mature, delicate, etc.). Of course, your appearance should also consider the aesthetic psychology of the other person while expressing his or her charisma personality, that is, what he likes and pursues. For example, he likes the cute type of women, and you ignore the requirements of the other person and will be full of cute ones. It's a very mature look (the first time I see the face doesn't have a heartbeat) or you're trying to do it well. The original mature one is dressed like a cute one (After learning more about it, I think you're a fake person. ) are not desirable. Therefore, you must first select the right person, that is, someone who likes your inner personality, and then unconditionally show your inner quality and personality through the outer dress. If the other person does not like your inner personality and you want to target it, you will have to change your (inner and outer) personality to the best of your own. The remodeling of the image.

Everyone knows that there is such an understanding process for everything: from the table to the inside. Regardless of the products that are on the market for the first time lovers, the external image is very important (but it must meet the inner personality and show your inner beauty). When you select the target market, we must design the product according to the target customer's aesthetic, consumer psychology and product characteristics. The packaging should try to show the product's characteristics and personality, according to different stages of the product life cycle and the consumer to open the product Understand the situation to design packaging that will help increase the brand value of the product and promote the sale of the product.

Product packaging has more say in raising brand value. A brand is a name, a term, a mark, a symbol or a design, or a combination thereof. Its purpose is to identify a seller or a group of sellers. The products or services are differentiated from competitors' products and services, and product packaging has become the main carrier for brand building. Kotler once said: “Developing a branded product requires a lot of long-term investment, especially It is used in advertising, promotion and packaging.Many enterprises in our country have focused their attention on advertising and promotion. They believe that product packaging is not very important. Actually, for many products, packaging is as important as advertising and promotion, and even exceeds them. Therefore, according to the characteristics of different product categories, we must allocate the cost ratios of the three parties in a reasonable manner, and we must treat them equally in order to create an excellent brand.

It can be seen that packaging not only plays a significant role in the end market, but also has a great influence on the brand.

Therefore, in the increasingly fierce competition in today's goods, the emphasis on the sales of goods will have a very important role.

Reprinted from: Ceramic Network