Packaging design may seem simple, but it is not true; when an experienced packaging designer is executing a design case, he or she considers not only the visual mastery or the structural innovation, but also whether the product marketing plan involved in the case is fully understood. . Without comprehensive product analysis, positioning, and marketing strategies, packaging design is not a complete and mature design work. The birth of a new product, through internal R&D, product analysis, positioning to marketing concepts and other processes, the details are quite complex, but these processes and packaging design direction are inseparable, designers in case planning, business owners If such information is not provided, designers should take the initiative to understand the analysis.
Before proceeding with the packaging design analysis, the difference between "product" and "goods" should be clarified: an unpackaged content is "product" and a packaged product is "commodity". The product must be "packaged" before it can be sold on the store.
壹, the main purpose of packaging and basic functions
â– Purpose of packaging Introduce products: With the elements on the package, consumers can understand the content, brand, and product name of the product.
Marked: The product's shelf life, nutrition, bar codes, weight limits, environmental labels, and other messages must all be clearly marked in accordance with regulations.
Communication: In order to enhance corporate image, some companies will attach a message of propaganda, propaganda, or positive advocacy to the packaging, thereby generating positive interaction with consumers.
Occupied shelf position: The final battlefield of the product is in the store. Whether it is a store shelf or a vending machine, how to create a better visual space with a competitive brand is a consideration in packaging design.
Activating and stimulating the desire to buy: The combination of packaging design and advertising can enable consumers to memorize the products and then stand out from the variety of goods on the shelves.
Self-selling: Commercial packaging is the packaging most contacted by consumers. Now that the salesperson no longer has sales promotion or recommended sales activities in the store, they communicate directly with the consumer through face-to-face communication. Therefore, a good packaging design is required. Must provide product information to consumers, and allow consumers to quickly see at a distance of 60cm (average hand length) and 3 seconds. At a glance, they see "I'm what you need!" The design can make the goods easily self-sales.
Promotions: In order to clearly inform the message of product promotion, packaging must sometimes be redesigned in conjunction with promotional content, such as incremental, discount, price reduction, buy one get one free, gifts and other promotional content.
â– Concentration, storage, and carrying of the basic functions of packaging: Through "packing" and "packing," products can be concentrated and placed in the same space for storage, metering, pricing, and carrying.
Convenient for delivery and delivery: Products from the place of production to the hands of consumers must be packaged before they can be assembled and transported to the shelves for sale.
The message tells: Through the material and form of the package, let the consumer know the properties of the content and convey the consumption information.
Preserve products and increase life span: depending on the attributes and needs of the product, sometimes to prolong the life of the product, the functionality of the package often outperforms the visual performance, and even more material costs must be paid. The development of packaging materials such as canned food, fresh house, etc., allows consumers to use their products without the influence of time and space.
Under pressure: due to the stack or transport, the choice of packaging materials is also the key; such as sausages, clams and other goods that use nitrogen packaging, so that the air inside the package has enough buffer space, so that the product will not be crushed or deformed.
Resistance to Light, Oxidation, and Ultraviolet Rays: In many countries, there are laws and regulations that require the use of light, ultraviolet, and anti-oxidation packaging materials to prevent deterioration of products.
è´°, packaging design gives added value to the product
In addition to the above-mentioned basic functions of packaging, in the current highly competitive consumer market, the responsibility of packaging design is more extensive. From the following points, the added value given by packaging design can be seen.
Communication of product culture: This item relates to advertising. From the advertising image, consumers generally have a certain impression and understanding of the corporate culture, so the product packaging must be roughly in line with the corporate image. For example, white plus black cold capsules echo the wide appeal.
Enhance the added value of goods: After the goods are used, the packaging can be reused. In addition to increasing the added value of goods and reducing the amount of packaging waste, companies and consumers can do their part to protect the environment.
The brand image is extended: the extension of the brand image, there are many operating modes, the use of packaging design is a way, with a broad appeal is also a way. For example, Lipton's foundation for the extension of brand image with yellow color blocks. Which media or methods are used depends on the communication between business owners and designers.
Reference and implementation of packaging design
â– Confirming the purpose of product launch The introduction of new packaging is not necessarily the launch of new products. The product's marketing plan influences the design direction of the package. Therefore, the purpose of confirming the product launch is to realize the basic understanding of the package design work.
New Brand New Products: The launch of new products on the market must have a new brand.
New brand general products: general products, many brands competing in the market, in order to establish a different brand image, need to establish a new brand for differentiation, such as Lai baby room Nac Nac baby cleaning supplies series.
Original Brand New Products: When existing brands develop toward new products, they also need to integrate the original brand image into the packaging of new products. For example, shower gel is not a new product for the market, but it is a new product for the original brand of curved brand; non-market new product for triple tea powder is a new product for Lipton product line. .
Existing products, new tastes, new items: The existing products will be stretched, such as the introduction of new tastes or the proportion of ingredients.
Existing product packaging (new product): In order to meet the needs of different channels or people, the same content will adopt different packaging designs depending on the access. In general, these goods are mostly of low interest and need to be inspired by the ingenuity of packaging to stimulate consumers' desire to buy. For example, luxury stockings gift box.
Increase in the amount of existing products: Often in the competitive environment, companies are reluctant to cut prices and increase sales.
New Product Launch + Promotion SP: Promotional packages launched with the launch of new products to attract attention from various channels or consumers.
Existing products + promotion SP: In order to special promotions, irregular promotions, and often limited by time, you can often use existing products plus gifts as promotional tools.
Existing product portfolio: Business owners will regroup their products or consumers will combine their tastes according to their own preferences.
Existing product gifts (for specific festivals): gift boxes that are introduced for specific holidays.
In order to inform new product launches, business owners will gather various distributors to hold a listing briefing session. In addition to describing the product features and sales niche, the business owner also presents Sales Kit to dealers; this approach has gradually become a kind of New marketing techniques.
â– Understand the product appeal from the strategic side Before proceeding with the packaging design, it is necessary to fully communicate with the business owner, which can avoid erroneous attempts and save the time and cost of each other's exploration. From the strategic point of view, the designer should first grasp the key points that the business owner wants to perform, and the design direction can be accurate.
To shape the brand image: Packaging design is the main appeal for expressing the brand image and purpose.
New product announcement: When Lipton's new three-dimensional teabags are released, the “three-dimensional teabag†message is the focus of the design.
New product notification: Refers to existing product development product items, such as new flavors listed, or feminine hygiene products launched "night-type", "long type" ... ... and so on.
Strengthen product features: Tell the product's Unique Selling Proposition. Such as Lipton's leisurely three-dimensional tea bags, the three-dimensional tea bag space allows the original piece of tea to fully stretch and taste more mellow.
Strengthen the use of situation: more used in emotional appeal product packaging. The content of the contents of canned coffee is actually very similar, and it is necessary to use the package to create a unique situation of “Blue Mountain Coffee†or “Mantening Coffeeâ€.
Expanding consumer groups: When the market pie has become saturated or stable, entrepreneurs with an intention to create will often create another market. Such as: Fu Tong's shampoo market, becoming more saturated, there are manufacturers to introduce a variety of formulas to open up another market.
Cracking down on competing brands: The most obvious example is the incremental package. “Enjoy the price without increasing the value†is really fascinating to consumers and more lethal to competitors.
Low price strategy (high sales and low sales): It is mostly used for On Pack or promotional products, for example, consumers can use premium purchases to get fine gifts at lower prices.
Incited interest and attention: use the characters or topics to combine packaging design to tell the story of the product. For example, the bottle type that Taiwan introduced the SIX drink using celebrity Yang Huishan did cause a sensation in the initial stage of listing. However, if the business owner did not take care of it, consumers may lose their loyalty because curiosity subsided.
Combine with advertising stories: With the collocation of advertising stories, consumers can have a deeper impression on the products.
After confirming the purpose of product introduction and understanding product appeal, packaging designers should be able to more easily cut into the design focus and accurately grasp the design direction; however, a truly successful designer, in addition to the above basic understanding, should further understand the consumer The real needs, providing the consumer's livelihood interests, satisfying consumer psychology; and only packaging works that take into account the consumer's physiological, psychological, and ease of use, and indeed achieve marketing purposes, can be regarded as a "successful" work. . $Page break $
Hey, how to look at packaging design
The quality of a piece of packaging is not only the mastery of beauty, but should be examined from the following five levels: visual performance, packaging material application, production production, cost control, and access management.
â– When the visual performance formally enters into the visual planning, the elements on the packaging include the brand, name, taste, capacity, etc. Some items have logic to follow and cannot be expressed in the designer's creative ideas. If the business owner does not have prior To clarify, designers should also proceed according to logical deductions.
Maintain the brand image: Some design elements are the assets of the brand, and designers cannot change or give up. For example, the yellow color block on Lipton yellow card black tea packaging, which extends to Tetra Pak and ice tea packaging, also retains the impression of yellow color blocks, and even Lipton Coffee has inherited a consistent brand image.
Product Name: The highlighting of the product name allows consumers to see at a glance.
Variant Name: Consistent with the concept of color management, using established impressions as planning principles. If purple represents the taste of grapes and red represents the taste of strawberries, designers will never violate the established rules to confuse consumers' cognition.
Color: related to product attributes. For example, fruit juice packaging uses strong, bright colors; baby products use pink colors... and other color schemes.
Accurate performance claims: Product packaging can be expressed in a functional or emotional manner. For example, medicines or high-priced goods use more rational appeals to convey the function and texture of the goods; emotional appeals are mostly used for low-priced, loyalty products such as drinks or snacks.
Display effect: The store is a long and short battlefield for each brand. How to stand out on the shelf is also a major design consideration.
One Sketch One Point: If each design element on the packaging is large and clear, it will appear as a visual presentation.