1. Product packaging is the consumer’s visual experience of the product, the direct and main transmitter of the product’s personality, and the direct expression of the corporate image positioning. Good packaging design is one of the important means for enterprises to create profits. Product packaging design with accurate strategic positioning and in line with consumer psychology can help companies stand out among many competing brands and win the company a "reliable" reputation.

2. Packaging design has a marketing role in establishing brand awareness, that is, packaging design is used to present brand information, establish brand recognition, and enable consumers to know the brand name and brand attributes of the product, thereby establishing a brand image. In the framework of brand knowledge, product packaging is also regarded as one of the sources of brand image association.

3. Understand that the brand image is mainly composed of the manufacturer's image, the user's image, the image of the product itself, and the personality of the brand itself. The packaging visual design must be able to convey the brand message including these four elements to form a complete brand image.

4. In today’s world of abundant products, consumers’ attention to each product is very short. It is necessary to capture the moment when consumers’ eyes glance across the shelves. Only packaging can make comprehensive use of color, shape, materials and other elements, while showing the connotation and information of the product, brand and other companies, highlighting the common interests of the product and consumers.

It has a more intuitive impact on consumers, which in turn affects consumers' impressions of products and companies, making products eye-catchingly placed on the shelves, effectively completing the purpose of attracting consumers. Product packaging is first of all to show sales power and assumes the main function of attracting consumers.

5. Packaging, as the external manifestation of a brand, is the feeling that a company hopes its brand will give consumers. The differences it creates and the resulting "brand characteristics" make it a dominant factor in attracting consumers.

The material and spiritual benefits carried by packaging are what consumers buy. The brand represented by packaging must form a brand in the mind and fully express the connotation of the brand. If the connotation is absent or not prominent, and consumers have no association when they hear or see the packaging, the brand will become passive water.

Extended information:

Product packaging strategy

1. It is a similar packaging strategy, that is, the packaging of all the company's products adopts the same pattern, color, etc. same form. This method can reduce the cost of packaging, expand the influence of the company, help customers identify and distinguish products from other companies, and establish the identity of customers in a certain region.

2. It is a packaging strategy with free gifts. The main method of this kind of packaging is to include some items in the packaging, so as to arouse consumers' interest in purchasing and provide customers with some interest in purchasing. For example, when exporting handicrafts, the main products of the Import and Export Co., Ltd., they sometimes add screwdrivers and other free gifts according to the needs of customers.

3. It is group packaging, that is, the same product can be packaged in different levels according to the different needs of customers. If it is used as a gift, it can be exquisitely packaged. If it is used by yourself, it only needs to be simply wrapped. For example, when exporting craft products from an import and export company, high-end products often use better packaging, and the durability of packaging boxes for ordinary products is guaranteed, but the quality requirements are often lowered.

4. Change the packaging. When product sales decline and market reputation drops for some reason, companies can change the form of packaging while improving product quality. This method allows consumers to give priority to purchasing packaged products under the same circumstances. It is conducive to rapid recovery and increased sales, and is an important way of packaging promotion.

Baidu Encyclopedia-Product Packaging