Editor's note: A good product to enter the market first has a good packaging, and this kind of packaging must be deeply rooted in people's minds, which is based on consumer psychology, so as to create a potential product and consumer Interaction, thus paving the way for the successful entry of the product into the market. Therefore, packaging has become an advantageous means for the development and occupation of the market, many businesses are also competing for their own products to create a consumer psychology packaging, and then occupy a favorable market position. Therefore, a good packaging design must be people-centered and life-centered in order to give the market new vitality. The successful packaging is like the dew of the morning light, injecting fresh vitality into the market.
Therefore, this issue will be able to truly reflect the perfect packaging of market value and discuss it for peer reference.
A packaging and market interaction
When a new product is to be on the market or the old brand is to be changed, the first thing is packaging, and how to carry out packaging design is a key part. The design process must have its market value, promotion function and consumer psychology. There are many factors, so we should understand and consider the relationship between packaging and the market before we start packaging.
1, the market value of packaging design
Designers should understand and study the relevant design background before carrying out the design, including the following questions: Does the design commissioner have overall corporate marketing planning? Is there a specific policy for corporate promotion? Is there a special identification symbol? What is the popularity of products and trademarks? Is the design an improvement over the old design or a new one? Product appearance form, material composition, function effect, grade level? What are the characteristics compared with similar products? What psychological and emotional "soft value" does a product have outside its practical "hard value"? How big is the sales of the product? Is there any special marketing area? What are the sales of similar products? How does its sales status relate to its packaging and advertising design? Who is the main consumer? What are the recent changes in consumer demand? and many more.
2, packaging sales function
Packaging design is the delivery window for product information. If consumers want to buy a product, there will be more than a dozen similar products presented in front of him in the store. Various information symbols can be used for their choice. The effects of packaging such as color texture and smoothness will be the first to stand out, and they will stand out from the crowd. Therefore, in order to grasp the consumers, the visual communication design of the packaging is complicated, and the development of the packaging has become a simple, simple, and strong design with only heavy brands and product information. The packaging has a "self-explanatory" role, and will be self-explanatory through the graphic, text, and color of the original salesperson. A series of detailed instructions for care is like listening to a knowledgeable professional in class, so as to attract customers to buy and help them use correctly. Therefore, in modern marketing, packaging is also called "silent salesman."
3, the consumer psychology of packaging
Packaging is an important means to increase the value of goods. It has a close relationship with the factors of changes in consumers' psychological activity. A good packaging design can not only beautify products, convey information, but also attract consumers, stimulate and satisfy their desire for shopping. Designers study consumers' psychological activities and changes, so that goods can reflect their own taste, to meet consumer tastes and loved by society. This is the primary task of packaging design.
Talk about packaging design industry and market incubation (1) (2) (3) (4) (5)
Combining product design and market positioning
The market strategy of package design The influence of consumer psychology in packaging design The interaction between product design and consumers
Two brand packaging success stories
After we understand the relationship between packaging and the market, let's take a look at some typical successful packaging and learn how these merchants have built their products so perfectly. How is the product into the market?
1. "L'air du temps"
It is one of the best-selling French high-end perfumes in the world today. It is a masterpiece of oriental floral notes with unique fragrance and uniqueness. It is best known for its "Peace Dove" crystal bottle. It was designed by the famous designer Mark Lalique. It wanted to state that after the Great War, harmony and peace have come. Humankind's longing for peace and giving people's hearts Soothing. The pair of crystal-made peace pigeons that are flying wings are crystal clear and life-like. They symbolize the time and time of flight. Love and tenderness are reflected in the romantic and natural style of perfume. Peace, eternal youth, forgetting the shadow of war, carefree, relaxed life, is the perfect interpretation of this romantic brand. At the same time, it binds the gut string by hand on the bottle cap of each bottle of perfume, bringing good luck to the owner of the first perfume bottle. This perfume is very popular in the East, this brand has become a truly international superstar!
(Extracted in "Chinese Packaging")
2. The "high-end" beauty of Cass Milk Packaging
The packaging design retained some elements of the original packaging, and at the same time made specific optimization designs for the special drinking groups of the hotel. The color of the original packaging is brown, brown coffee is very reminiscent of high-calorie and sweet drinks such as chocolate or chocolate, but the majority of the hotel's residents are young and middle-aged people. This group of people is not like sweets; The use of feeling suppression, in the design of the packaging, the entry point is the use of color as the packaging of the main appeal, with the product's own culture, emphasizing a mood of joy, "Kashi" bring people a happy day!
3, how to attract consumers with doughnut packaging design
The challenge is not only to attract people to buy this product, but also to make them feel that the box placed on the breakfast table is very interesting. After all, more than half of consumers will look at the box more than once. Therefore, the bass work organization is very much used to ensure that packaging can attract a certain consumer group. Classifying by packing Beth: It is true. Frozen doughnuts are for children from teens to 20 years old. Children of this age begin to reject those things that are childish and try to dress themselves up as an independent adult. Because it is not only fun, stylish, but still has a familiarity and a sense of security for donut products, it is particularly suitable for children aged 10 to 13. At the back of the box, we have carefully designed some interesting games and information to enhance the children's confidence and let them get fun!
4. The concept of "wine alcohol" packaging design is isolated
The fierce competition in the liquor market, how can a brand with no visibility gain a foothold in the market within a short period of time? The packaging design of "drunk" wine can be said to stand out in many wine products in the country. In addition to the quality of the product itself, brand and packaging design innovation is an important factor. "Drunkard" wine is typical in conveying the brand's traditional culture, historical characteristics, merchandise, ethnic sentiment, and price rules.
In the packaging design of wine, in addition to the composition of the text, color, and pattern, it is more important to convey an emotion. Packaging design can not only express merchandise but not human touch. This design is just a label symbol. Many of the bestsellers use the brand with strong emotional characteristics to dominate the market. Injecting “emotions†into products is the key to packaging design. Only excellent designs that are very personal and can arouse people's resonance can brilliance in a vast array of commodities, capture consumers, and achieve sales promotion.
Three summary
From the above analysis, we understand that modern packaging design is no longer a designer's self-expression. It must be related to business behavior and must be compatible with all marketing links. And design is an advantageous means of promotion. As a key component of marketing, packaging design should combine productivity, sales force, and market opportunities. It must be designed to convey a clear product concept, correctly attract a certain consumer group, and generate expected purchasing behavior. The powerful vitality!