The entire process from the moment of purchase intention to the final purchase and purchase feelings of consumers is mixed with a series of complex psychological activities. In this context, consumers are very apt to be stimulated and induced by accidental factors in the outside world, triggering impulses for buying. At the same time, they also mean quickly changing their minds. Why do buyers buy this, not that? In addition to advertising, price and other factors, packaging is also a very important factor. Successful packaging design can not only quickly catch the eye of consumers, but also make people perceive the products in the package, including quality, grade, style, taste, etc., resulting in immediate purchase impulse.
Comprehensive 10 years of experience in operation and exploration, combined with several successful cases: such as Donghai AH Longjiao, Shiwei Guoweikang Lozenge, Zhongjin Golden Moon Cake, Lubang Automobile Maintenance, Nanjiecun Noodles, Imperial Garden Food, Besunyen Tea, Braun Sleeping Tea and many more. Summarizes the "three major disciplines and eight items of attention" of packaging design.
Three major disciplines
Discipline 1: Everything is strategy-oriented:
At the beginning of packaging design, we must first understand the marketing strategy of the product FromEMKT.com.cn! If it is a new brand, then you should consider the brand's sales proposition and brand tone. If it is a new product of the old brand, we must think about the continuity of the brand. In short, we must formulate the design direction according to the strategy of product innovation, follow-up, and upgrade. Specific analysis of specific issues, strategic thinking, can have a good start.
In 2003, the East E-Jiao Group of Fortune Service re-adjusted its position as: China's No. 1 Nourishing Brand, starting a strategic shift from female nourishment to comprehensive nourishing. The role of carrying strategic expansion is men's tonic to share ------ Hailongjia oral liquid. The original packaging design was only considered from the perspective of visual unity. A design approach similar to that of Ejiao was used. The result was counterproductive and there was a visual confusion in terminal sales. After cooperating with Fook Lai, we put forward the design strategy of “brothers and sistersâ€: Ejiao and Hailong Gum have the same common characteristics and personality as the East Azerbaijan. We must not only distinguish but also unite. Packages based on this strategy were well-received after being listed and were selected in the "2005 Terminal Marketing Yearbook."
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Discipline 2: Everything is at the core of the market
The primary purpose of packaging design is not package, but for the market positioning of the product, marketing, marketing. The market is actually a university. In this, the opponent is our first teacher. The company is our supervisor and the consumers tell us the standard answer. Therefore, packaging design should be developed around the market. Many times, various design proposals put forward by designers are always denied by dealers or frontline staff. However, it is difficult for them to put forward clear concepts. This requires our designers to create early designs. It is necessary to scientifically analyze, research, and generalize the market, so that the work is scientific, comprehensive, and implementable, and use market-oriented design to persuade enterprises, dealers, and consumers.
For seven years, Besunyen, a well-known Chinese brand focused on health tea, has been doing well in detoxification, and its flagship product, Changrun Tea, is facing development difficulties in 2005.
Under the guidance of Fulai's upgrade strategy, the Fulai Design Team went deep into the front line of the market and extensively listened to the opinions of distributors and front-line sales personnel and reached a unanimous conclusion: There are serious defects in packaging design, old packaging, old-fashioned design, and lack of quality. Can old packaging change? Dealers and sales staff have doubts, the old packaging has been used in the market for many years, the old consumers already have a certain impression on it, hastily changed the packaging will affect sales? Must change! Never change without change. We comprehensively consider various factors and make such adjustments on the basis of the original packaging: enlarge the brand name, highlight the ingredients of herbal medicine, refine the main visual, strengthen the industry characteristics of tea and so on. The new packaging design proposal was highly praised by the company's sales and marketing staff, and Zhao Bisheng at the time indicated the cancellation of the cooperation with Taiwan's packaging design agency. The packaging design of Besunyen Changrun Tea won the honor for Fulai, and it also competed for the Chinese local company.
Discipline 3: Everything is based on research
The quality of packaging design depends not only on the quality of designers, but also on the basis of scientific design methods. Market research, market analysis, and data collection should be done well in the early stage. Usually we will use 2 /3 time research and reflection, 1/3 of the time hands-on. We need to spend a lot of time on product design functions, modeling, morphological analysis, and the needs of target consumers. We must study how products are used, when they are used, where they are located, and the environment, and provide a valuable basis for packaging design. The packaging will have a solid foundation and long-lasting vitality.
Packaging design is sometimes fulfilling one sentence - "painful and happy." After accepting Braun's sleeping tea packaging design work, in order to achieve good results, we first arranged a series of preliminary research work: business interviews, consumer research, competitive product research, terminal visits, and media research. We repeatedly investigate, explore, consider, in-depth analysis of competing brands, and look for differentiation and visual symbols. Comprehensive analysis and formulation of the "traditional style of modernization" design strategy, according to the preferences of the elderly, we use the calligraphy style to express the brand, combined with the visual elements of Chinese painting to make each other. The horizontal and vertical composition of the back screen of the packaging increases the vividness of the products displayed on the terminal. Braun's sleeping tea packaging was soon followed by numerous imitations that swarmed around, and companies were busy selling their products while also fighting around.