Packaging refers to the container used to hold the product and its wrapper. Packaging not only has the function of serving as a product protection, but also has an active promotional role. To make packaging play the latter role, the packaging design must follow the principle of "aim, management, and goodness" proposed by the Japanese scholar Yi Chuozhuo.
"Head" is eye-catching.
The role of packaging in promoting sales must first be brought to the attention of consumers because only the products that attract consumers' attention can be purchased. Therefore, the packaging should use novel and unique shapes, colorful colors, beautiful and delicate patterns, and materials with different characteristics, so that the package can achieve eye-catching results, enabling consumers to have a strong interest at a glance.
Strange and novel shapes can best attract consumers' attention. Such as bottle shape, generally can lead to the consumer's goodwill and interest.
Patterns work in conjunction with color. In general, the pattern of the packaging should be based on the brand's trademark, fully displaying the characteristics of the brand's trademark, so that the consumer can immediately identify the product of the factory from the trademark and the overall packaging pattern, especially brand-name products and brand-name shops, trademarks. The eye-catching can immediately play a role in attracting consumers.
Changes in the material of the packaging also attract people's attention.
"Li" means understanding.
Successful packaging not only causes consumers' attention and interest in products through the use of shapes, colors, patterns, and materials, but also enables consumers to understand products through packaging. Because the purpose of people buying is not packaging, but the product within the package.
The most effective way to accurately convey product information is to truly convey the image of the product. It can be either fully transparent packaging; or it can be used to display products on the packaging container; or to draw product graphics on the packaging; or to make simple text descriptions; or to print colored product photographs, etc.
Accurately communicating product information also requires that the packaging be adapted to the grade of the product, and that masking or exaggerating the quality and functionality of the product is a failure of packaging. According to the successful experience in domestic and foreign markets, high-end daily consumer goods used by high-income earners are packaged using simple, clear images, soft, elegant colors, and superior materials, and low-end consumer goods for low-income people. The use of clear, vivid colors and images, and the use of the word “economic benefits” are all meant to enable product information to be accurately conveyed to consumers and to enable consumers to understand them.
Accurately conveying product information also requires that the shapes, colors, patterns, etc. used in the packaging do not violate people's habits, resulting in misunderstandings. Such as the use of packaging color has the experience: butter does not use yellow packaging design and use other colors to be unsaleable; coffee can not be sold in blue packaging. Because people have long had a relatively fixed understanding of the content of certain color products, these colors can also be called product image colors. The color of the product image comes from the product itself. Tea represents tea, peach represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and brown is coffee. , such as the relationship between color and taste, Japanese marketers have done some tests, ask consumers to see two curry boxes distinguish between sweet and spicy curry, sweet curry, 70% of the people see Its red box thinks it is spicy. The yellow color of the box of sweet curry is considered by most people, apparently, it is packaged as people understand, it is definitely better than the red box sweet curry selling, the fact is so, and a spicy curry box warm The red and black packaging design is very popular on the market, which shows that the red and black design expresses the meaning of spicy with a very high and clear meaning. It is understood by consumers that the color of the product image is not complicated and esoteric. The average consumer can understand it very naturally. it.
"Good" is good impression.
That is to say, the shape, color, pattern, and material of the package should be able to arouse the emotional affection of the person, because the person's love of hate plays an extremely important role in the purchase of impulse. The goodwill comes from two aspects: first is the practical aspect, that is, whether packaging can meet the needs of consumers in all aspects and provide convenience for consumers. This involves the size, quantity, and exquisite aspects of packaging. The same skin cream can be large. Bottled, can also be used in small boxes, consumers can choose according to their own habits, the same product is beautifully packaged and easily selected as a gift, packaging can only be used by itself, when the product packaging provides convenience, naturally Caused goodwill from consumers. Second, goodwill comes directly from the sense of shape, color, pattern, and texture of the packaging. This is a comprehensive psychological effect and has a close relationship with individuals and the environment in which individuals live. In terms of color, everyone has their own favorite and annoying colors, but they also have similarities. For example, most women like white and red and pink. They are called women's colors. Women's products are packaged in women's colors. Can cause the ladies to love; and men love the solemn serious black, black, also known as men's color, men's special packaging used in black can get men's favor. Different nationalities also have different favorite colors. People call them ethnic colors. Americans like yellow and yellow packaging products are selling well. This kind of national favorite psychology is also relative and changing. We only emphasize that emotions like love and hate can influence the purchase behavior. Therefore, the packaging style, color, pattern, etc. of the product must use categories that can appeal to people. This needs to be found through various market surveys and psychological tests. Emotions are related to human aesthetic standards.
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