How to design product packaging

Word count: 4142

Abstract: In the past, simple and crude packaging seriously affected the intrinsic quality of goods. In recent years, many factors have prompted Packaging becomes an important marketing tool. Starting from the requirements of packaging design and how to give full play to the promotional function of packaging, this article introduces the principles that should be followed in product packaging design, and lists several packaging strategies that are often used by current companies.

Keywords: product packaging logistics promotion

CLC classification number: TB482 Document identification code: A

How to Design the Sales Packing

（Economy Management Department, Institute of Disaster Prevention Science and Technology）

Abstract: In the past, the simple and shabby sales packing of commodities resulted in a bright to the actual quality of commodity. With discussing the requirements of packing designing and how to utilize the promotion function of packing, this article introduces the principle of packing design and present several packing methods applied frequently by the businesses in current.

Key words: Sales Packing Logistics Promotion

Packaging in the traditional sense is based on cost and production considerations. Its main function is only to contain and protect goods. It does not pay much attention to the aesthetic requirements of packaging and does not give full play to the power of packaging. Function. Therefore, the simple and crude packaging in the past seriously affected the intrinsic quality of the goods. In recent years, many factors have contributed to packaging becoming an important marketing tool. It must attract customers' attention, describe the functional features of the product, give customers confidence, and make the product have a good impression in the minds of customers. Therefore, the promotional function of packaging is becoming more and more prominent. It is a silent salesman and acts as an advertising media. Moreover, the increase in consumers' income means that they are willing to pay a little more for the convenience, beauty, reliability and reputation represented by the product's exquisite packaging. Well-designed packaging can quickly establish the image of a company and brand in the minds of consumers. Therefore, one of the important factors in whether a company's products can be successfully marketed in the market is product packaging. How to design packaging suitable for product features, quality, and image has become an important part of the company's product strategy formulation.

1. Requirements for packaging design

The size, shape, color, text description and pattern of the packaging must be coordinated to support the positioning of the product. Beautiful designs are not necessarily good designs. The best designs are those that are suitable for the company and the product. The Raptors Cowboys designed by Jin Daiqiang is an expression of this purpose. "Because the United States is famous for producing high-quality jeans, we added American colors to the image of Raptors jeans during the design process. At the same time, we added a festive chocolate image on the outer packaging, giving the packaging a rich flavor. Human touch. "After the launch of the new packaging, the market for Raptor jeans quickly opened up, and now Raptor jeans are a great gift for Hong Kong people during the holidays. A typical case is the packaging of Yili children's milk powder. In view of the fact that no one has used high-quality toy illustrations in domestic milk powder packaging design, Yili chose toy illustrations that are highly related to children as the main visual, so that people can know at a glance that this product is related to "children" and "growth", and the visual effect Clear and direct.

The packaging color of Yili's entire range of infant milk powder is pink, conveying a "friendly" and "warmth" visual experience. The popularity of this product after it was launched can only be described as "supply exceeds demand".

The structure of the packaging should be easy to use and store. The development of packaging is mainly based on quality assurance and convenience of use. The packaging design of many snack foods is very typical in this regard: the opening edge of the packaging bag is designed in a zigzag shape for easy opening; the packaging bag is filled with inert gas to prevent mildew, keep it fresh, and facilitate storage. Companies should consider developing composite packaging to achieve quality assurance purposes, such as milk powder and sanitary napkins that are individually packaged in large packages. However, the packaging of some products still needs improvement. Such as ham sausage, washing powder, etc. Ham sausage, especially the small one, is very inconvenient to open and eat; the packaging of washing powder should consider how to control the dosage each time.

Packaging must be constantly innovated. Product improvement and development are based on consumer needs, with the aim of providing customers with a higher standard of living. Packaging as part of the product must also continue to innovate. Which brand can be the first to innovate packaging and provide better services to consumers will inevitably increase its market share significantly and bring considerable profits to the company over its competitors. In the children's AD calcium milk market, two brands, "Wahaha" and "Robust", occupy the majority of the market share, and their packaging adopts straw style. The new brand "Little Guy" fruit milk has been favored by consumers as soon as it was launched, mainly because of its innovative rotating lid. Just twist it a little harder, take off the lid, and you're ready to drink. This kind of packaging is safe, practical and suitable for children. In today's market environment, consumer preferences are constantly changing and technology is constantly being updated. Most companies must redesign their packaging every one to two years or even a few months.

Packaging must be consistent with product advertising, pricing, distribution channels, and other marketing decisions. The text description, pattern, color, design style, etc. on the packaging must be consistent with the advertisement. This can strengthen the corporate reputation and improve credibility. PepsiCo invited the famous singer Faye Wong to advertise in Asia. The colors, patterns, and styles of its TV ads and outdoor ads are completely consistent with the product packaging, allowing consumers to see the same information on different occasions, increasing the frequency of contact, and not only It deepens the impression of the product and makes consumers feel that the company's products are consistent with the advertising and can be trusted. While pursuing exquisite and high-quality packaging, you must also consider the actual sales price of the product, that is, the actual selling price to determine the packaging cost. If the purchasing power of target market customers is limited, packaging costs must be reduced accordingly. On the contrary, you can give your product packaging with exquisite, high-quality design and high material cost. When Coca-Cola first entered the Chinese market in its early years, considering the low consumption level of Chinese consumers, its products were all packaged in large plastic bottles to reduce packaging costs and thus selling prices. With the improvement of people's living standards in our country, canned Coke has also begun to be sold in large quantities on the market. For mass-distributed products with many logistics and sales channels, such as daily necessities, their packaging should be easy for dealers to handle.

The selection of packaging materials should consider their environmental protection. Nowadays, the packaging materials of most products are plastic and polyethylene foam. These materials are difficult to decompose naturally and form "white garbage" that pollutes the environment. For example, many food packaging, disposable fast food lunch boxes, and most retail store packaging products use this type of packaging. "White waste" has become a serious problem that damages the environment, and society is in urgent need of biodegradable packaging alternatives.

Packaging design has a very intuitive effect. When you are looking for a dazzling array of products, the time your eyes stay on each product is very short. Therefore, the packaging design must be direct and intuitive. It must be clear so that customers can understand the purpose of the product at a glance. , this requires designers to have a detailed understanding and mastery of the basic skills of graphic design - the application of patterns and colors, correct rhythm control, material selection, etc., and strive to make every design economical and practical. The design of Yili infant milk powder packaging takes this point into full consideration. The designer considers that before every mother displays the prices of many brands of milk powder, the first thing she thinks of is: How old is my child and what stage of milk powder does he need? Secondly, look at the brand. Therefore, Yili placed the words indicating the stage in the most prominent position and designed it to be eye-catching. This is one of the factors that has contributed to Yili's great success.

2. Packaging strategies that can be used

Use packaging strategies again.

The packaging can not only package goods, but also be used for other purposes after the goods are used, giving consumers additional benefits and prompting consumers to purchase. Plastic and iron box packaging of moon cakes, candies and other foods are relatively successful.

Combined packaging strategy. It is to combine multiple related products in the same package according to consumption habits, which facilitates the purchase of matching products and is conducive to the joint sale of products. For example, a set of toothbrushes, combs, small mirrors and soap boxes are combined together, mainly for consumers who are out or traveling, making it easy to purchase and use. Gift boxes often use this strategy, such as Nescafe coffee gift boxes, tea sets, wine sets, baby items, a variety of local specialty products, etc., but you must pay attention to the exquisite appearance of the packaging.

With gift packaging strategy. Packaging contains freebies or lottery numbers to encourage consumers to purchase and repeat purchases. This strategy can be used in the packaging of household consumer goods. Because snacks are purchased more frequently, and the main consumer groups are women and children, containing some gifts they are interested in can stimulate their desire to buy and make repeated purchases.

Consistent packaging strategy. Companies incorporate consistent factors into the packaging appearance (such as patterns, colors, shapes, etc.) of the products they produce so that consumers can easily identify or associate them with products of the same company, which can enhance or strengthen the company's momentum. . Especially when new products are launched, using this packaging strategy can use the reputation of the company's existing products to enhance consumers' trust and recognition of the new product. When adopting this packaging strategy, the trademark or packaging impression of the company's key products is generally used as the consistency factor.

Packaging strategies for enterprise collaboration. This strategy means that ordinary enterprises have low reputation and low product visibility, especially when new products come out, and it is difficult to open the market for a while. They can jointly operate with large enterprises with good reputation and strong strength, and focus on the packaging of goods to highlight the advantages of the joint enterprise. name. The packaging imitates the packaging and decoration of famous brand products. This is a way to adapt to the consumer's purchasing experience in order to retain product customers. For example, Japanese electronic products were unsalable when they first entered the U.S. market, but later adopted the Sears trademark and used this strategy to occupy the U.S. market.

The success of a product may not be due to the success of the packaging, but the success of the packaging can promote the greater success of the product. All in all, packaging in modern market competition should focus on expressing the ontology, interest and marketability of the product, and pursue the specific value of multiple individual styles to adapt to the needs of consumers. Packaging should become a driving force to promote consumers' desire to buy. French sociology expert Jan Baudrillard once said: "If an object is to be transformed into a consumer product, it must become a mark." That is to say, in today's mature consumer society, what consumers are pursuing is no longer a commodity. Only by paying attention to the intrinsic quality of products and developing new products, paying attention to product packaging and constantly exploring, can we make our products popular in the market. Invincible in the fierce market competition.

Author's unit: Department of Economics and Management, Institute of Disaster Prevention Technology

References:

〔1〕Huang Taiyuan. Good packaging can speak for itself - Yili Infant Milk Powder Packaging Design Notes [J]. Sales and Marketing, 2002, 10: 89-91.

〔2] Li Songtao. A brief discussion on packaging design [J]. China Packaging Design Network, 2002, 8:26- 28.

〔3〕Philip Kotler. Principles of Marketing[M]. Shanghai: Shanghai Translation Publishing House, 2005.110-120.