When it comes to dairy packaging, the first thing that appears in people's minds is the packaging form or the text and patterns on the packaging. In fact, words and patterns are only a part of packaging design, and the design contains many complicated factors. Packaging is a link of corporate image and marketing, the implementation of strategy, a medium of communication, and economic benefits. It should be good at using and cleverly using packaging design. In order to help carry forward the belief that dairy companies and designers jointly design excellent dairy packaging, looking at the current dairy packaging design, there are many problems, which are summarized into the following ten.
The first problem is that the dairy product concept is unclear or inaccurate. I want all people to buy this product, which is too general in product positioning, so the packaging design cannot be targeted to communicate with consumers and capture their hearts. No one will believe in buying medicines for all diseases. Many successful product positioning is often narrow, but it can accurately hit the target.
The second problem is that the marketing mission role of dairy products is not defined, and the product grade and sense of value cannot be reflected in harmony. Packaging is the outerwear of the product, just like the outerwear of a person, the first impression of the product is presented from the packaging design. For products with high-quality connotation, the packaging design is like spreading the goods; for the products with no original content value, the packaging design is graceful and luxurious, so that consumers are discouraged or have a feeling of inconsistent value. ─Any discordant match is a failure.
Question three, the information layer arrangement of dairy products is unreasonable, the primary and secondary are not clear, and the packaging information is inaccurate. Many of the information that needs to be seen intuitively has to be sought by consumers; the shelf effect is not good, and the customer in front of the shelf cannot be caught instantly; the vision is weak, submerged in other product packaging, and even can not be seen on the shelf.
Question four, a company's product packaging, placed on the shelf is not like a family. The reason is different packaging design styles. Question five, imitation. From product content to packaging design, partial or even complete imitation can only disseminate the prototype. Question six: The product packaging design produced in a region is like a series of products produced by a brand and a family. It is impossible to break through the inherent mode of thinking about the use of colors, graphics, and text in packaging. Traditional colors and graphics with local characteristics can be used as the key design elements of the brand, but dairy brands in the same region should make differences in brand visual identification design to distinguish each other.
Question seven, did not give full play to the functions of packaging. For example, the combination of packaging design and advertising, the combination of packaging design and promotion, and the design of the packaging itself (the category of industrial design).
Question 8: Most domestic packaging does not have a labeling method for opening, drinking, and storing, or the labeling is incomplete. In terms of information iconization, it has not been able to integrate with the world.
Question nine, between the sales power and aesthetics of the two fish and bear paws can not be determined. In fact, aesthetics does not affect sales at all; on the contrary, product packaging with aesthetics will promote sales.
Question 10: There is no standard for judging a good package, only based on the intuition of the relevant decision-makers of the enterprise. What customers pass is good packaging. The personnel of the enterprise marketing department need to strengthen the aesthetic professional training, otherwise they cannot inspire and judge the designer's work, and interactively create good works. Otherwise, the packaging design will eventually become a product of compromise between the two parties and will not be optimal. Understand marketing and do not understand aesthetics; or understand aesthetics and marketing.
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