Table of Contents
Packaging brand marketing as a whole consists of three basic levels: core packaging products, formal packaging products, and expanded packaging products.
The core packaging product refers to the use value of the packaging; the formal packaging product refers to the physical structure and appearance of the packaging and is a specific form of satisfaction for a certain demand of consumers in the target market, which is generally reflected by the quality, characteristics, style and brand of the packaging.
The meaning of Packaging brand marketing to consumers
Today, as the market continues to develop and improve, the external commodity form——packaging is becoming more and more important in the entire brand marketing process.
According to the theory of consumer behavior, all purchase decisions are risky for consumers. In order to avoid or reduce risks, consumers tend to buy familiar and trustworthy brands.
Since it is impossible for consumers to go deep into the company to understand the product, the packaging is the most direct form for consumers to understand the product during shopping.
In the general purchase process, consumers first look at the packaging and get in touch with the packaged objects through packaging perception. Consumers’ initial perception of the brand is the configuration of product pictures, text and background in the packaging pattern.
Compared with the brand name, the stimulation of product packaging to consumers is more specific, stronger and more convincing, and is often accompanied by immediate purchase behavior. For the same product, different shapes, packaging and trademarks can arouse consumers’ different desires to buy. It can be seen that packaging has directly become the external form of product image concretization and identification.
Among the countless and dazzling brands, how to make one’s product image stand out in the eyes of all living beings, successful packaging undoubtedly plays a huge role.
Packaging is not just a pattern design but transforms the concept of the product and the sales proposition of the product into a visual image. Through the vision, the concept can be felt, and a vivid and specific emotional image with both commercial value and artistic value can be created. Expressed to promote the deepening of the theme, so as to achieve the purpose of accurately conveying corporate information. Appropriate packaging can significantly promote consumers’ active shopping.
Freshness.
The packaging should be novel and unique, neither falling into stereotypes nor simply imitating, it is refreshing.
A sense of nobility.
The packaging of valuable commodities or gifts should be gorgeous and elegant, and should be consistent with the value of the product, and should not be misleading.
Convenience.
The packaging should be convenient for consumers to choose and use, adapt to different consumer needs, and have different specifications and weights.
Artistic sense.
The packaging design should strive to be pleasing to the eye and give people beautiful enjoyment. For example, in the “Fract” brand flower packaging design, the packaging design plays a good role in setting off the flowers.
Intuitive sense.
Selective products should enable consumers to clearly see the quality, color, style, texture and other characteristics of the packaged goods through the packaging. For example, the packaging design of “EAT” brand fast food adopts a paper structure and transparent plastic material, so that consumers can clearly and intuitively see all the contents of the packaged goods.
In the packaging design of Oxygen Plus” medical oxygen inhalation equipment, a partially open design is also adopted, so that consumers can clearly see the style, quality and other attributes of the product.
Sense of trust.
The shape and size of the packaging should conform to the actual product, so that buyers will not be misunderstood, and the product ingredients, usage method, quantity, production date and expiration date should also be indicated on the packaging.
In packaging-integrated marketing, packaging designers can adopt differential packaging strategies to meet the needs of different consumers. In terms of product packaging shape, volume, weight, color, pattern, etc., they should strive to match the individual psychology of consumers and achieve The harmony and unity of packaging and merchandise in terms of emotional appeal enabling consumers to understand the characteristics of the merchandise in a certain image.
For example, the packaging of women’s products should be soft and elegant, exquisite and unique, highlighting artistry and popularity; Informative, to arouse children’s curiosity and thirst for knowledge; the packaging of youth products should be beautiful, novel and unique, highlighting popularity and novelty, so as to satisfy young people’s psychology of seeking novelty and seeking differences; the packaging of elderly products should be simple and dignified, Safe and convenient, emphasizing practicality and tradition, try to satisfy the realistic and habitual psychology of the elderly.
Use color to spread brand value. Commodity color is full of aesthetic feeling, which is an important aspect of commodity value and aesthetic value, and also one of the main factors to evaluate commodity quality.
Colors on commodities and packaging are endowed with special functions, can have a huge impact on people’s psychology, and are regarded as the most attractive means of expression. It can control people’s emotions, emotions and behaviors, arouse people’s desire to buy, and promote consumers’ purchase actions. Pleasant colors can win the favor of customers.
In packaging-integrated marketing, packaging companies should effectively integrate the shape, color, text and other communication elements of packaging based on the above principles.
Packaging brand marketing enhances competitiveness
Packaging design is not subjective or blind, but after positioning products, analyzing and defining consumer groups, sales regions, sales prices, marketing strategies, etc., relying on creative overall visual design to shape brand personality and create A brand image that impresses consumers.
Culture is the sum of material wealth and spiritual wealth created in the course of human historical practice. Based on the impact on consumer psychology, product packaging culture forms a specific psychological concept of brand preference.
Generally speaking, the cultural elements of packaging design can be divided into three levels, namely, the material layer of packaging design, which is the surface layer of design culture; the organizational system layer of packaging design, which is the middle layer of design culture; the conceptual layer of packaging design, which is the A cultural psychological state, which is at the core and dominant position, is the basis and basis for all activities of all elements of the design system.
The development of science and technology and the progress of culture have an impact on packaging design culture, which is mainly manifested in production and life concepts, value concepts, thinking concepts, aesthetic concepts, moral and ethical concepts, and national psychological concepts.
It is the most stable part of the design culture structure, as well as the soul of design culture. It exists in people’s hearts, and will eventually directly or indirectly express the brand value of an enterprise in terms of brand value, mainly by means of strengthening the brand image. promote.
For consumers, the brand image first manifests as the name, trademark and appearance color presented by the product packaging.
Good product packaging can make consumers recognize and familiarize themselves with the intimacy generated by the brand. Among the three levels of packaging design cultural structure, the material level is more contemporary, so it is the most active factor and the easiest to be accepted by people.
The psychological level has a strong national character, is relatively stable and conservative, and thus changes relatively slowly. When two heterogeneous packaging design cultures come into contact under equal or unequal conditions, the outer layer of the material is mostly discovered by each other first, and the middle layer is gradually recognized as the layer of the organization system. Finally, they can appreciate their respective The core level is the level of psychological concepts.
So far, the packaging brand image has been recognized by consumers and has been enhanced and strengthened.
Basic requirements for product packaging design
Enterprise product packaging design is a highly technical and artistic work, which should be beautiful, practical and economical. The specific requirements are as follows.
Accurately convey product information.
All countries in the world generally have clear regulations on the content that should be marked on product packaging, such as production date, weight, shelf life, etc., and enterprises should indicate it truthfully. The words, patterns, and colors on the packaging should be consistent with the characteristics and style of the product. Do not exaggerate the performance and quality of the product in the instructions and color pictures on the packaging, and the packaging that is more than gold and jade, and the packaging that is rotten is strictly prohibited.
The packaging design should be compatible with the commodity price.
The value of the packaging should match the value of the commodity. For example, high-end jewelry should be accompanied by high-end packaging to highlight the luxury of the product. If the value of the packaging exceeds the value of the product itself, it will arouse consumer resentment and directly affect sales.
The packaging design should fully display the product.
This is done in two main ways:
Represented by vivid color photos, the product can be reproduced faithfully. This is most popular in food packaging.
Display the product itself directly. Fully transparent packaging and skylight packaging are widely used in food, textiles, and light industrial products.
Packaging design needs to analyze the needs of the target market.
The packaging of products entering the target market should consider the storage and transportation conditions of each country and region, the length of distribution time, climate conditions, consumer preferences, sales conditions, environmental protection, customs, aesthetics, income levels, and laws and regulations of various countries.
For example, in some countries in Africa and Latin America, the use of glass as a packaging material is not suitable due to unsatisfactory road conditions. In some developing countries, consumer packaged goods can stay in distribution channels for as long as six months, while in the United States, it only takes two or three months, so the requirements for packaging quality are obviously different.
The packaging design should highlight the image of the product
Color is not just transparent packaging or color photos that can express the inherent color of the product itself, but more use of tones that reflect the image of large categories of products can enable consumers to generate similar cognitive signals and infer the contents of the package by color. For example, the “Himneskt” brand food packaging design adopts a unified corporate image color – orange as the color design of the brand packaging, highlighting the brand’s power through color means.
Product packaging innovation is conducive to enriching the brand image
With the advancement of social modernization, people’s lifestyles, behaviors and aesthetics are changing. Therefore, shaping the brand image and enriching the brand connotation require product packaging to be innovative, especially for a large number of brands that are beginning to enter the world market. A lack of innovation means losing the chance of winning. No matter whether the packaging design is Chinese, foreign, historical or modern, the highly praised packaging should succeed with healthy, positive and rich cultural connotations.
Product innovation should be rooted in the national soil.
The innovation of packaging design is inseparable from folklore and nationality. In design innovation, for example, it is often necessary to reflect the distinctive personality of the packaging but also to have obvious regional characteristics. For example, Ashima and Hilton have obvious regional and folk characteristics on the main packaging patterns; French brandy and Chinese Moutai also have obvious ethnic characteristics on the packaging; the language on Jiugui liquor packaging comes from folk, It gives people a rough, simple and otherworldly feeling, coupled with the quality of “Jiugui Liquor”, it quickly won the recognition of consumers.
Market awareness and advanced ideas are important prerequisites for packaging design innovation.
In the Japanese packaging design competition in 2001, Sony’s style of packaging won the gold medal in one fell swoop. As a new attempt, Sony was the first to use paper regenerated from waste magazines as product packaging materials.
This kind of packaging is very environmentally friendly and low in cost. It is pasted outside the product packaging box according to product needs. The unified style shows Sony’s corporate image. While saving resources, the designer fully considered the coordination relationship between design and social development. This kind of packaging innovation with ecological thinking is not only pioneering but also enriches the brand image of Sony.
Innovation of packaging materials.
Health and environmental protection have begun to attract strong attention from consumers. At this time, it is even better for manufacturers to adopt low-cost green packaging.
For example, recycled paper packaging, purple sand packaging, and vine packaging will all become the leading packaging materials, among which vine and recycled paper packaging will attract more attention, and will lead the packaging material market with low prices and health concepts.
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