The trademarks, product names, origins, various certification marks, production company names, supplier names on product packaging and decoration, as well as graphics and text that beautify (or explain) product functions, are all products The necessary content of decoration is also an important part of the product's external image, and the product's trademark (including the name, text, graphics, and color of the trademark) should be the main component of the product image.

However, from a market perspective, like other products, there are also a series of problems in the packaging and decoration of agricultural and sideline products. Let’s talk about the above issues in a suggested way:

(1) Prominent trademarks on product decoration

1. Overcome the tendency of "emphasis on decoration and light on trademarks"

Trademarks are the protagonists in packaging and decoration. In product packaging and decoration, the name and graphics of the trademark should be highlighted. The trademark name and product name should be closely integrated to prevent The trademark is separated from the product name. In addition, the product decoration should highlight the trademark and company emblem, rather than highlighting the graphics and text that introduce and beautify the product.

For example: in the decoration of canned food and other packaged foods, the content of the product introduction and the trademark can be placed in the same field of view, and designed in the shape of an "8" or a "gourd". "The upper part of the label is printed with the graphics and text of the trademark, and the lower part is printed with the image of the product. It's like opening a "skylight" in a can so that consumers can see the contents of the can at a glance. Print the product name below or above the gourd or "8": a certain brand or product. This is especially important if it is a graphic trademark.

2. Pay attention to the general unity of product image

Some companies operate many products, have a long industrial chain, and use many trademarks on their products, so the decorative image of different varieties using the same trademark includes the position and size ratio of the trademark. , color, style, etc. should be the same or similar. For example, different types of cans of the same brand may have slightly different decorative colors depending on their contents or properties. The so-called "category" here refers to meat, poultry, fish, fruits and vegetables, etc., which can at least be divided into two categories: meat and vegetarian, with blue, light blue, dark blue, etc., making them slightly different, but the color The difference should not be too big (the main colors are basically the same), in order to maintain the relative consistency of the brand's product decoration style and image, and to ensure the "group" effect in the mall.

3. Product trademarks should be deliberately highlighted

at any time and on any occasion. The trademark of the product should be highlighted on the packaging and decoration, especially the callable part of the trademark - the name of the trademark.

For products with smaller packages, attention should be paid to highlighting the position of the trademark and increasing the proportion of the trademark on the main display surface of the package.

For example: on a product with an effective display area of ??less than 400 square centimeters, the trademark should occupy no less than 10% of the area and occupy the "protagonist" position.

(2) Pay attention to the "group advantage"

1. Overview of "Group Advantage"

"Group Advantage" means that the wider the product range and the longer the product line an enterprise operates in a certain field, the more consumers can identify a certain product group in the market The momentum of a large company behind it can create a sense of trust in the minds of consumers, thereby exerting favorable factors in sales. This is called "group advantage."

Some of the producers of agricultural and sideline products are farmers, some are collective economic organizations of agricultural producers, and a considerable number of them are leading enterprises on the agricultural front. When promoting products of leading companies. The effect of repeated use of the same product is better than that of single use. Figure 254 shows "Jinguang Brand Edible Tapioca Starch" using the product types or "group advantages" that are often produced and sold to promote it. There are many varieties (long product lines), and naturally there is the problem of "relative uniformity" of product image or packaging and decoration styles "from the same company". The "relative uniformity" of packaging and decoration styles can make it easier for consumers to recognize a certain company's products when purchasing. This is the market’s objective need for enterprise product packaging and decoration, and it can also be said to be a “general rule.”

Nowadays, some companies always like to talk about "making the company or brand bigger and stronger" and so on. From a market perspective, giving full play to the "group advantage" of the product is to make the company and brand "bigger and stronger". "Strong" is an important condition; in the sales of agricultural and sideline products, we also need to pay attention to the issue of giving full play to group advantages.

2. The consumer psychology basis of "group advantage"

From the perspective of consumer psychology, when people purchase goods, they are always afraid of buying fakes, defective goods, etc. Be fooled and suffer a loss. The wider the range of products an enterprise operates in a certain field, the more varieties there are. Such product groups are placed in a shopping mall to form a "big block", or occupy a special counter, or the whole piece is the product of a certain enterprise. , forming a large "product group" from a certain company, and consumers can tell at a glance that they are products from the same company.

This kind of product group objectively gives consumers a hint that it is a large company with a background and strength. It will create a sense of security when purchasing, and customers will naturally trust this company. The sales advantages of our products are self-evident. However. In market practice, not many Chinese enterprises have noticed and applied the above-mentioned rules, and even fewer owners of agricultural and sideline product trademarks have noticed this.

3. The crux of the problem

The problem here is that products from the same company have almost no similarities except for the same company name. Even the trademarks are different. They don’t look like products from the same company at all. products, so it is difficult to give full play to the group advantages of the product. This is a relatively common phenomenon in the current market. Studying how to overcome this problem has a very important reference role for the agricultural and sideline products sales business.

In the market, we can see that companies have many products, and the packaging and decoration of a single product are impeccable; but when they are placed in the same market, especially in the same Once on the shelf, it is difficult to recognize that they are products from the "same source": the reasons are:

(1) The trademarks used on the products are different. In essence, different trademarks represent different product sources. Different trademarks mean different sources of products.

(2) The decoration styles are different. Even if the products use the same brand, their appearance and image are very different, and the position and color of the trademark are also different. In short, buyers cannot imagine that they are products from the same company.

(3) There is a lack of connection between product trademarks and the overall corporate image. As mentioned before. It is best to combine the company's trade name and company emblem with the company's main product trademarks to achieve the "Trinity", so that the image of the product is closely integrated with the image carrier of the company. However. There are still very few companies that do this.

(4) What's more, some companies use different "variety" of the same brand of similar products, and the difference in their product image is extremely obvious. Not even the slightest similarity. For example: canned mushrooms and canned green beans of the same brand. The appearance and image are very different: for another example, the decoration style of canned mushrooms and canned straw mushrooms of the same brand are also very different

In short, when the company's product image is different, you can use "one mother gives birth to one" Nine sons, each with a different face." As far as there is no "group advantage".

The repeated emphasis here on the general unity of the product image or the connection with the overall image of the enterprise is based on the concept that the credibility of a trademark or product is ultimately the credibility of the enterprise; the image of the corporate headquarters should be in the product It is reflected in the product, so that people can know at a glance that this is a product of a certain company, so that the credibility and popularity condensed on the image carrier of the corporate headquarters can serve the sales of the product: Otherwise, why do we need the credibility and popularity of the corporate headquarters?

In real life, many old companies use too many trademarks (themes), and the trademark themes are not related to the overall image carrier of the company. For example: a company headquartered in Beijing, the title of its product is the name of a scenic spot in Guangxi. When consumers buy the above-mentioned brand of products, how can someone who does not know the details contact this product with a company far away in Beijing? How about getting up?

Nowadays, some emerging agricultural and sideline product manufacturers or leading companies do not have certain rules and regulations on the use of product trademarks, and some are even following in the footsteps of old companies. This should be addressed and corrected.

In order to give full play to the group advantage of product image in sales, it is recommended to start from two aspects:

First, highlight the trademark representing the corporate image on each product.

Second, make the appearance and image of various products operated by the enterprise generally consistent.