1. 1 brand positioning
"Trademark" refers to the brand itself, which shows consumers who I am. Whether it is a familiar or unfamiliar product, the positioning of trademark brand name is very important. We should consider the following three factors in the design.
1.2 product positioning
Product positioning refers to "what kind of goods", so that consumers can quickly identify the attributes, uses, functions and grades of goods. Commodity positioning design can be divided into three aspects.
(1) Commodity origin
Starting from the place of origin, the source and region of the goods can be clearly marked, and designers can integrate the local customs and geographical features of the place of origin in the design process, thus adding unique national and local characteristics to the goods and making consumers feel at ease to buy them.
(2) Commodity characteristics
Commodities must have characteristics in order to attract consumers to buy. Designers can convey visual effects according to the characteristics of goods in the design process. For example, Coca-Cola is rich in carbonic acid gas, and many bubbles can be seen on the package.
(3) Commodity use
Positioning design according to the purpose of goods is also very common in packaging design. For example, "Shuyanle Eye Drops" highlights the eyes, which directly and concisely shows the usage of the drug.
1.3 consumer positioning
The simple explanation of consumer positioning is who the goods are sold to. We can design positioning according to different types of consumers. For example, consumers can be divided into men or women, and can also be divided into the elderly, middle-aged, young people or children, so we can consider these levels when positioning design.
Furthermore, positioning design can be carried out according to consumers' psychology, and packaging design should be considered according to consumers' different psychological and aesthetic angles to arouse different consumers' interest in buying.