Today’s era is a competitive era, with knowledgeable competition, brand competition, technological competition, etc. These ubiquitous competitions are all centered on the same center—the market. The modern market is surging and products are increasingly being pushed. In this wave, commodity packaging is also facing tremendous changes. In the past, the impression that the packaging of goods gives people is simply to protect the product, and now, it began to carry more important tasks of sales promotion, and it has become an important means for corporate promotion. Marketing is a business activity that leads products or services from producers to consumers. Therefore, companies should organically combine commodity packaging with marketing theories, and adopt corresponding packaging designs for different marketing strategies for different products. This is based on the concept of commodity packaging design on modern marketing strategies.
1 Marketing Concept
Marketing was born in the United States in the early 20th century. Over the past decades, with the development of social economy and market economy, marketing has undergone fundamental changes. It has evolved from traditional marketing to modern marketing. Its application has expanded from profitable organizations to non-profit organizations, expanding from domestic markets. Go abroad. Today, marketing has become a discipline of applied edge management combined with corporate management, combined with economics, behavioral science, anthropology, mathematics, and other disciplines. The emergence and development of western marketing are closely related to the development of commodity economy and the evolution of corporate philosophy.
Marketing refers to a series of market-related activities that companies are committed to fulfilling customers' needs through the exchange process. Marketing relates to its starting point, that is, to meet customer needs, but also to which products to meet customer needs, how to meet consumer demand, that is, through exchange, when and where products are exchanged, who achieves product and consumption Joiner J. It can be seen that the core concepts of marketing should include requirements and related desires, needs, products and related utilities, values ​​and satisfaction, exchanges and related transactions and relationships, marketing, marketing, and marketers. Therefore, marketing involves the following core concepts: needs, desires and needs, products, utilities, values ​​and satisfaction, exchanges, transactions and relationships, markets, marketing and marketers.
2 Packaging Design Strategies
Packaging refers to the product's container and external packaging, is an important part of product strategy, with identification, convenience, beautification, value-added and promotional functions. The basic function of commodity packaging is the protection function and information transmission function, which is a transmission method from the product to the consumer. Before deciding on the packaging strategy, first of all, it is necessary to clearly understand all the information of the product and the consumer, and carry out the design orientation. Such as: There are design and orientation of factors such as modeling, structure, and materials; there are prominent differences in product design and positioning. Secondly, due to the different market environments in which different products are located, according to the division of the target market and the competitive market, the main competitors are identified and their relevant information is known, so as to formulate design strategies that meet their own characteristics.
2.1 Series Packaging Design
The series packaging strategy is to use the same patterns, similar colors, the same packaging materials and the same shape for the products the company produces, so that the customers can identify the products of the company. Using this strategy, consumers can make a deep impression on the company's products, but also can reduce packaging costs. However, if the quality of various products of the company is too different, it will have a negative impact.
In the series packaging design, the unity of elements such as modeling, text, graphics, and colors can be used to reflect the commonality between diversified products. This will not only enhance the visual impact of the image of the goods on the shelf, and enhance the attractiveness of the goods to consumers; it will also reflect the company’s spiritual philosophy and enhance the company’s reputation and brand awareness. In addition, while embodying the common factors of series packaging, it should also pay attention to the embodiment of personality. Try to use simple design techniques to express their characteristics, such as Huaikang sugar-free chewing gum, according to its different flavors, its series of packaging will use a simple color change to reflect: green apple flavor is expressed in emerald green, incense The orange flavor is expressed in orange, and the lemon flavor is expressed in lemon yellow. If the packaging design of a certain type of product in the series packaging is too large, then it will affect the sales volume of the entire series of products and reduce the consumer's trust. Affect corporate image. Therefore, the series of packaging design must pay attention to the grasp of visual elements, so that it is complicated but not chaotic.
2.2 grade packaging design
The grade packaging strategy is to classify the products in a company's production line into different grades, adopt different packaging, and use packaging to widen the gap between product quality, so that consumers with different purchasing power can purchase.
First of all, the grade packaging strategy is a packaging design strategy adopted for different grades of a product. For example, common products and general products in the market are installed. Ordinary equipment is to meet the needs of the general public, and hardcover is to meet the mentality of consumers chasing spiritual consumption. High-value-added boutique packaging can be a sign of showing worth. It can satisfy the consumer's self-worth mentality and greatly increase the market competitiveness and economic benefits of the product.
Second, the division of another commodity grade on the market is the appearance of holiday gift packs. China has always been a hospitable country. People like to visit friends and relatives on holidays. Mutual gift gifts are among them. The general packaging of goods is too common and simple. Therefore, the repackaging of gifts is imperative. Gift packaging uses most of the festive colors that people recognize — red, the content of text designs is usually also a language of blessings, and the products that make up are also usually series products. Therefore, not only the sales volume of products is increased, but more importantly. It is easier to attract new consumers and increase brand awareness in gift circulation. Such as the wife's oral liquid gift box, brain platinum gift box, etc., these manufacturers have seized the holiday gift market, make a good one.
2.3 Bonus Package Design
The bonus packaging strategy is to attach a gift inside or outside the package to better stimulate consumers' desire to purchase. It is a packaging strategy that can effectively promote the sales of goods by giving consumers more additional benefits. Compared with hard selling, it is more conducive to communicating feelings between companies and consumers, and is more likely to attract new consumers in a short period of time.
In order to stimulate the desire of customers to purchase, in addition to the core products, the packaging is also accompanied by other things such as pictures, objects, lottery tickets and other gifts to consumers. Such as Master Kong instant noodles in the package attached to the Tigers cyclone card, each pack of instant noodles are placed in a different cyclone card, such as baby tiger, clever tiger, tigers, Tornado tiger, Yong Shi tiger, tiger and other cards. This card uses a variety of cartoon-like tiger images, colorful design and lively, very childlike, so that children can not put it down. In addition, some goods use the outer packaging of goods as a bonus promotion to increase sales. In addition to the use value, these packagings also have high aesthetic value. The most typical ones are the packaging of some high-end wines—bottles, Exquisite materials and exquisite styling make them the new favorite of consumers' home decorations.
2.4 Green Packaging Design
The green packaging strategy, also called ecological packaging strategy, refers to packaging materials that can be reused or recycled, recycled, and packaged waste can be easily handled or environmentally harmless. With the increasing awareness of environmental protection of people, the marketing concept of companies has also changed, and green packaging products have become the new mainstream of today's marketing. Green packaging includes the protection of the environment and the regeneration of resources. In this ever-changing society of industrial technology, product packaging is no longer limited to protection, and meeting psychological and physiological needs has become its new mission.
The green packaging design method is mainly reflected in two aspects, one is the design of the packaging structure, the second is the application of packaging materials. First of all, in terms of packaging structure, tailoring is the key to making the ratio of the size of the product package to the total volume of the entire package appropriate. However, in the current market, there are often irregular phenomena. The goods contained in large packaging boxes are small and miserable. This misnamed phenomenon has caused consumers to shout after buying. This practice not only harms The loyalty of enterprises has also wasted a lot of materials and caused great damage to the protection of the environment. Secondly, in terms of packaging materials, green packaging materials and technologies are used to facilitate the recycling of commodity packaging. For example, milk packaging is sold in creased lines of paper packaging, so that the use of the packaging box facilitates flattening, which is beneficial to the recycling of materials, reduces the transportation space, and reduces transportation costs. Since the waste generated after the use of paper packaging products can be naturally decomposed in the natural environment, the current paper packaging materials are recognized as green products that can be recycled. In addition, materials such as glass, bamboo, and wood are also non-polluting and easy to use. Recycling and other features.
The above-mentioned packaging strategies do not play a role independently, but are an organic unity and they are mutually linked and mutually restrictive. When formulating a packaging strategy, the company has to develop a best packaging solution that adapts to market competition according to subjective and objective conditions and according to a variety of possible changes, and establishes key points in the operation to be flexible and flexible in order to achieve maximum economic benefits. The purpose of the enterprise to win in the market competition.
All in all, the packaging in the modern market competition should focus on the significance of the product's ontology, interest, and market, and pursue the specific values ​​of multiple individual styles to meet the needs of consumers. Packaging should be a driving force to promote consumer buying desires. The French sociology expert Jan Podtrière once said:. To be converted into a consumer product, the item must become a mark. In modern society, as a bridge between product and consumer communication, modern product packaging design needs to bear more important responsibilities than ever before. It should always focus on consumer demand, display its own characteristics, and pay attention to the ever-changing market environment. Focusing on the continuous innovation of packaging design, and focusing on the development of healthy packaging that is more suitable for the times, only in this way can the commodity market area be continuously expanded, and the world packaging industry will continue to radiate new spring opportunities.
Zhang Zhihua, Deng Yu, Guo Zhiyong Reprinted from: Packaging Engineering