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.
First, the main purpose of packaging and basic functions of the 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 mesغير مجاز مي باشدes must all be clearly marked in accordance with regulations.
Communication: In order to enhance corporate image, some companies will attach a mesغير مجاز مي باشدe 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 mesغير مجاز مي باشدe 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.
The basic function of packaging
Concentrate, store and carry: 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 mesغير مجاز مي باشدe 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 lifespan: depending on the attributes and needs of the product, sometimes to prolong the lifespan of the product, the functionality of the package is often better than the visual performance, and even more material غير مجاز مي باشدts 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 sauغير مجاز مي باشدes, 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.
Second, packaging design gives the added value of goods
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.
(to be continued)
