Strategic Packaging of New Products - Selling a Leather (2)

Third, the packaging of text and view ideas.

Packaging text and view ideas form another important element of packaging culture. In particular, the use of words in the packaging, due to China's unique block text, makes the use of text in Chinese enterprise product packaging become the most Chinese characteristics of the packaging material.

The first is the use of fonts for text. There are dozens of types of fonts for Chinese characters. Each type of font has its own history of formation and representative culture. Therefore, consumer goods are packaged in the choice of words or publicity, or rigorous, or conservative, or free and easy. The humanity and agitation of the ethereal or ethereal words represent the perfect combination of Chinese culture and modern business intelligence. However, we have found that Chinese companies are more respected by the letter standards from the West in doing Product VI, but the lack of necessary inheritance for the spirituality of the Chinese text itself has caused the consumers to be more awkward in the tone transfer of Chinese characters. This is indeed a great waste of Chinese language.

Second, the use of words. In the market, we can often see a very awkward text packaging products are very disorderly distribution, is due to text reasons, resulting in the entire package to the consumer to cause a great degree of pollution of the visual, consumers often hate its packaging while also abandoning the product selection . It is a pity.

View angle selection and tonality selection have an important influence on product packaging. We have seen that products are now trying to be more and more cartoons, reflecting people's ambiguity and confusion about increasingly complex graphics.

The text and the view of the package are different in the internal and external processing. Because the inner package has less direct contact with the consumer, the text and view are often more casual, and the outer package is often more cautious in handling because it carries the direct communication function with the consumer.

Fourth, the layout and specification design of the packaging

Packaging layout and specifications are important means for building differentiated consumer products. In fast-moving consumer goods companies, packaging layouts to give new products to enterprises are often driven by decisive market sales.

On July 12, 2004, the emergence of the Red River V8 attracted great attention from the industry and consumers. Its horizontal packaging also changed the vertical layout of China Tobacco and created a new era of product layout in the Chinese market.

The V8 traditionally took up the cigarette trademark "vertical" and used contrasting red and black colors. It was displayed in a beautiful horizontal design. The 9:16 ratio of the humanized design was similar to that of a widescreen on a cigarette case. Of course, with the "V8," which is a departure from the traditional concept of celebration and blessings, the name is very modern and fashionable. It really subverts people's impression of traditional cigarettes. According to industry insiders, among the more than 580 cigarette brands in the country, the trademarks are all traditional vertical designs. Among the high-grade cigarettes with a unit price of 50 yuan or more per pack, there is no one whose trademark is a horizontal design. . In addition, in order to efficiently deliver accurate and complete product information and identification information to consumers, Honghe V8 has been featured in packaging design. The tipping paper adopts a bronzing process, and the color breaks through the traditional yellow-white color. It adopts a noble reddish tone to highlight the V8 highlights. Cigarettes are made of white high-penetration straight-thread cigarette paper, which is in harmony with the trademark, and the aluminum foil color is golden yellow. From the external trademark to the packaging of internal cigarettes, Honghe V8 red, black, golden three Chinese traditional meaning of noble, elegant colors. Its purpose is to give consumers the benefit of beauty. Second, the overall package of the "Honghe" brand is concise and generous.

Honghe V8's creativity reached the industry's hot pursuit. Soon, Dahongying launched its own horizontal version of the new cigarette design, Xinzheng Tobacco Group is to spread the product as a point of transmission, the horizontal version of the launch of Tianhe in the Henan market as a consumer New favorite. It can be imagined that a product packaging layout change gave us unprecedented surprises.

The impact of product specifications on consumers is also enormous. Now we can see that liquor, tobacco, and cosmetic products are all available in a variety of specifications. Consumers purchase it is very convenient. At the beginning of product launch, many companies are still relatively backward in terms of consciousness. The product packaging size is often a magic weapon for the successful listing of a product.

The layout and specifications of product packaging have an obvious impact on the product packaging effect. Especially for fast-moving consumer goods companies, innovation and breakthrough in product packaging layout and specifications will certainly bring huge market effects to your products.

(to be continued)