Tobacco product design is the main content of tobacco brand design and the main carrier for tobacco brand design. Without products, brand design becomes water without a source and a tree without roots. Philip, a famous American economist, believes that product design should be considered from three levels. The first level is the core product, which mainly answers "what the buyer really wants to purchase." The second level is tangible products, which mainly conquer consumers through product quality level, style, packaging, performance and other characteristics. The third layer is the additional products that companies can provide to consumers. Among these three levels, the second layer of tangible products is the top priority of product design, because consumers focus on the tobacco products themselves, although the additional products that companies can provide can contribute to the success of tobacco products under certain conditions. The completion of the consumer consumption process, but in more cases, consumers regard it as a dispensable thing. For example, consumers are accustomed to consuming a certain brand of tobacco products, and generally will not give away small items due to other brands such as Gifts and other promotional means can easily change their consumption choices.

Tobacco product design mainly includes performance design and quality design of tobacco products. The performance design of tobacco products can meet the emotional pursuits of different consumers. The quality design mainly reflects environmental protection, while the appearance design strives to fully reflect the individual characteristics of tobacco products. Trademark, as the name suggests, is the mark of goods. Trademarks generally consist of a pattern and a name. Therefore, the main content of trademark design is the design of brand pattern and name.

Brand name design. "If the name is not correct, the words will not be smooth, and if the words are not smooth, the things will not be accomplished." It is no exaggeration to say that a brand starts with naming. If the brand name is well designed, it will easily leave a deep impression in the minds of consumers and be accepted by consumers, which can greatly enhance the market competitiveness of the tobacco brand; if the brand name is poorly designed, consumers will not only not accept it, but And it may cause disgust, and there will be no desire to buy. In fact, some tobacco companies are often very arbitrary and one-sided when naming their brands, or they deliberately pursue literal meanings, or they pay attention to pleasant sounds, and they do not hesitate to seek strangeness. As the basis of brand building, the quality of brand name design will directly affect the success or failure of a series of marketing activities such as brand promotion, extension, and operation in the future. Therefore, the quality of tobacco brand naming is closely related to the development of tobacco brands. It is the basis for a series of activities such as trademark registration, brand promotion, brand extension, and brand management during the development of tobacco brands. A good name can make a big difference in the development of a tobacco brand, but a bad name can limit the influence of each tobacco brand activity. Such names as "king" or "ba" were quite popular in the early 1990s. I remember that when the "Furong King" brand was launched in 1994, dozens of other players followed suit. Now it seems that most of them have disappeared. Of course, this is inseparable from the background of the times. At that time, social goods were not very abundant. People liked good quality goods very much, and those good quality goods were in short supply because they were in short supply, so they were high and domineering, and people bought After seeing this kind of product, he seemed very proud. The name design of "King" and "Ba" catered to people's consumption psychology at that time. Today, people's consumer psychology has become very rational, and they no longer like these domineering names. They prefer real things, because such names are further and further away from consumers, and consumers are also choosing products. Pay more and more attention to the cultural connotation reflected in product names. Of course, there are exceptions, such as "King Furong". But this is an individual phenomenon and cannot represent the general situation.

Precisely because the name design of a tobacco brand bears such a heavy responsibility, it is no exaggeration to call name design for a tobacco brand an art.

When designing tobacco brand names, the following aspects are generally considered: Rich cultural connotations are the basis for people to appreciate tobacco brand names. There is no connotation, just calling "king" and "hegemony" blindly can only arouse people's disgust.

In addition to considering the above factors, you can also adopt different naming strategies to name your brand according to specific circumstances. For example, strategies such as price hints, regional characteristics strategies, social psychological adaptation strategies, and strategies to hint at consumer groups can be adopted.

For example, "Zhongnanhai" brand cigarettes. The name of the brand not only reflects the regional characteristics, but also adapts to the social psychology of consumers. Zhongnanhai is located in Beijing, and it clearly reflects its regional character.

Zhongnanhai is the seat of the Party Central Committee and the State Council. People generally have a sense of mystery about Zhongnanhai. The marketing of "Zhongnanhai" brand cigarettes has brought Zhongnanhai closer to ordinary people, making people feel happy and comfortable mentally. Pattern is the visual language of a tobacco brand. It can give people a strong visual impression and give it new content through constant brand promotion and brand building, so that people will immediately think of the brand name when they see the pattern.

For example, the pattern design of the "Big Red Eagle" is unique. The wings of the "Big Red Eagle" form a "V" shape, which is the abbreviation of the English "Victory", symbolizing victory, strong and lifelike. Another example is "Congratulations on the New Year", which makes full use of the auspicious and festive meaning in the design. It uses red as the background color and embeds the four words with the patterns of ancient coins, giving people a warm feeling.

The selection and matching of colors is crucial when designing patterns. Good color matching can highlight the designer's intention, interpret the connotation of the tobacco brand, and make it easier for people to remember. Therefore, it has a more unique effect on brand communication. Inappropriate color selection and matching can easily cause consumers to form a preconceived negative impression of the brand, thinking that the brand's products are as unpalatable to consumers as the design of the brand pattern. Because people’s first impression of the brand often comes from the appearance and image design presented to consumers by the tobacco brand. If the pattern cannot well interpret the connotation of the brand and does not have obvious visual characteristics, of course it will not be able to achieve the desired effect. With its unique communication effect, it is not surprising that consumers choose other brands over this. In particular, tobacco manufacturers that have been committed to entering the international market and grabbing a piece of the international tobacco market must pay attention to the selection and matching of colors when designing patterns for tobacco brands. Because in different countries, different colors have different meanings. When preparing to enter the market of different countries, you must conduct a detailed investigation of the country's humanities, history, customs, and public sentiments, do a good job in early market segmentation, and try to avoid the "start before the start" when entering the tobacco market of other countries. "die first" phenomenon.