As China’s material life becomes more and more abundant, the people’s purchasing power continues to increase, and the international trade in China’s accession to the WTO continues to increase, the diversity of similar products decreases, and the homogeneity of the value of use among brands increases, so to consumers: what Such products can attract their attention, what kind of products allow them to choose to purchase, which puts higher requirements on the packaging design of similar products, only in the creative positioning strategy of packaging design, so as to make themselves The product "blushes out of the water and makes a difference".
Creative positioning strategy plays an extremely important role in the whole process of packaging design. The creative elements of packaging design are mainly reflected in the design of strategic ideas. The most basic meaning of the so-called creativity is creative ideas, a good idea, and something that no one else has ever had. Of course, this thing is not out of nothing, but it is based on the existing empirical materials to regroup. Positioning strategy is a strategy with strategic vision. He is forward-looking, purposeful, pertinent, and utilitarian. Of course, it also has limitations. Creative positioning strategy The core and most essential element of successful packaging design. The following packaging strategy positioning strategy plays a decisive role in packaging design.
1. Differentiation strategies in product performance
The difference in product performance strategy is to find out the uniqueness of similar products as the focus of creative design. The research on the function of products, that is, the performance, is the first precondition for the brand to go to the market and reach consumers. In the case of “white plus black†cold medicines, white tablets do not sleep during the day and sleep at night in the dark. Due to differences in product functions and characteristics from traditional cold medicines, especially the design of tablets and packaging design Black and white two-color fuss, so that the product relative to other similar products in the market is easy to win a favorable position. Some similar products are of similar quality and their respective expressions are also very close. How to highlight distinctive features cannot be missed in the design. Such as Tide, Wei Bai, Diao licensing and other detergent packaging design. The vast majority of detergents emphasize the clean, clean, refreshing and cleanliness in the design and positioning of the packaging. Therefore, green, blue, cyan, and white are used in the color of the packaging design to highlight its positioning concept. Tide washing powder uses orange-red series to highlight the vitality and high efficiency of the product. Since a large number of laundry detergents are packaged in cool tones, such a warm-colored product that contrasts intensely in color is of course noticeable, as if it were "a little red in the green."
2. Differentiation strategies for product sales
The differentiation strategy of product sales mainly refers to finding the differences in the sales targets, sales targets, and sales methods of the products. The product is mainly targeted at which level of consumer groups, that is, the social stratum, and whether the consumer is a man or a woman, is a young person, a child, or an old person, as well as different cultures, different social status, different living habits, and different psychological needs. The product sales area, sales scope, and sales methods all affect and restrict all aspects of packaging design. The main consumer group of children's products is children, but the main purchase groups other than the target group's children are their parents and elders. Therefore, in addition to considering the children in graphic design, color, text, and arrangement, the package design is not limited to children. In addition to his preferences, he also needs to consider the psychology of his parents and elders. Therefore, some products are packed in a small story of knowledge or taste. Although these contents and products are not very relevant, they have actually focused on the mental development of children's intellectual development. From the sales point of view: First, its sales channels, and second, its sales methods, different products in different periods, different environments, different seasons will use different sales methods and goals. For example, this year's Nestle Coffee launched a large-scale bargaining event called “Choose a Fun, Nestlé†in the traditional Mid-Autumn Festival in China. More than a dozen products have not only been replaced by traditional Chinese red jackets, but also have a graphic depiction of the Mid-Autumn Moon. And the words, but also surprises and gifts, for the fierce moon cake battle added a beautiful landscape, but also for consumers to provide a new concept of interpersonal communication.
3, product appearance differentiation strategy
Product differentiation strategy is to look for differences in the appearance of packaging products, packaging structure design and other aspects, so as to highlight the characteristics of their own products.
For example, the packaging structure design of the carton is as many as a hundred. How to choose which structure to use to highlight the product features and the strong visual impact is to use triangles as the basic plane, square or pentagonal, or trapezoidal, cylindrical, arc The type or the opposite sex waits for the basic plane. When selecting the appearance of the product, one must consider the protection function of the product, and the second is to consider its convenience function, of course, also includes the appearance of the landscaping function. The Crystal Love Heart Jelly Series outer packaging, although its TV advertising is a bit east of the film Titanic plot, but the packaging of its products is a success. Crystal Love series packaging not only evoked the attention of the obvious consumer groups, but also evoked the attention of potential consumer groups, and the target audience of the products expanded from children to all falling in love groups. This is all due to the love of the heart of the crystal packaging design positioning and brand positioning.
4, price differentiation strategy
Price is the focus of buyers and sellers of goods, and it is also an important factor affecting product sales. Japanese scholar Ren Kezhen Wen believes that “when it is difficult for the average person to correctly evaluate the quality of a product, the price quotient is often regarded as a measure of the quality of the product. Determining the price in this case will determine the quality of the brand and affect other characteristics. "If we sum up the price of a product into a triangle, then in this triangle, it is not the lowest, but the trapezoid in the middle. It all depends on the product's efficacy, characteristics, and target consumer groups and related products." Market positioning. The purpose of price positioning is to promote sales and increase profits, because different levels have different levels of consumption, and any price level has related consumer groups. For example, “Goldlion, the world of men†is a middle-to-high end product for men from the perspective of its price positioning. The company believes that although the price of a product is higher, it is a sign of the identity of a person. The price is higher and there is a corresponding consumption. group. In order to highlight its brand positioning in product packaging design. Consumers see not only the natural value of the brand they own, but also the spiritual value they have.
5, brand image strategy
With the continuous development of the economy, any type of best-selling product will quickly lead to a large number of companies flocking to the same market. The identifiable differences between products will become more and more blurred, and the difference in product use value will become increasingly insignificant. The company also emphasizes the characteristics of the product itself and emphasizes the subtle product differentiation, so that consumers do not recognize it. On the contrary, the brand image of products has become increasingly important. In the brand image strategy, the first is to emphasize the brand's trademark or the company's logo as the main body, and the second is to stress the serialization of the packaging to highlight its brand. Many of the foreign cigarette packs are designed using the brand's trademarks or corporate logos, such as Marlboro, 555, Hilton, and Moore. Serialized packaging has produced a qualitative leap due to the introduction of CIS. He not only uses a unified form, uniform color tone, and a unified image to standardize products with different shapes, different uses, and interconnected products, and he It is also a visual extension of the company's business philosophy, so that the value of the product's information has unprecedented power. The brand image of the product is actually the second investment in the product, which is an increase in the added value of the product.
The packaging creative positioning strategy described above does not exist in isolation in the design concept, and is often considered cross-cuttingly. Only a unique creative packaging positioning strategy can guide successful packaging design, because it is the basis and premise of the design concept.