Clean product packaging is a competitive advantage, which not only increases the reputation and reputation of enterprises and products, but also improves the image of products and enterprises.
The outer packaging is the face of the product and will give the buyer the first impression. In today's increasingly developed market economy, there are more and more similar products, and the important factor to attract consumers to buy is often the outer packaging of the products. For example, I remember that a foreign chemical fertilizer was very popular in rural areas. In addition to the internal quality of the product, an important reason is the exquisite packaging: after the fertilizer is used up, it can even be worn as clothes. Similarly, today's petrochemical production technology is intensive and complex. With the continuous expansion of the product application field, the downstream processing users of chemical products have more and more urgent technical requirements for product processing. Therefore, downstream enterprises will naturally want to obtain value-added services such as product description. If upstream enterprises grasp this market information in time and provide corresponding services in time, product sales will inevitably increase greatly.
At present, many enterprises are worried that their products will be counterfeited and copied, but most of the time they just complain about the ineffective crackdown by market regulators, but they don't know that an important measure to prevent counterfeiting and copying is to improve the anti-counterfeiting performance of outer packaging. Nowadays, the anti-counterfeiting performance of product packaging is more and more important. Many well-known brands not only have excellent product quality, but also make great efforts in novel and unique packaging design to ensure the lasting vitality of products.
Therefore, the outer packaging of enterprise products should meet the needs of today's market, make the outer packaging of products more exquisite without involving trade secrets, and provide users with information such as product introduction, application direction and processing instructions, which is conducive to the development of product markets and enterprises.
* * color marketing-a shortcut for enterprises to enhance their competitiveness
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In China, when faced with homogeneous domestic and foreign products in the market, people are more likely to be attracted by foreign products. Why? To a great extent, it lies in its exquisite packaging and harmonious and rich colors. It is reported that in Japan, large companies will have professional color engineers to participate in the development of goods. Their main responsibility is to determine the color of products and packaging according to the characteristics of products and consumers. The unique charm of color lies in that among many products, especially homogeneous and similar products, it can make your products different and attract people's attention immediately. Visible colors have excellent commercial value.
1. Color can enhance the competitiveness of products.
Packaging goods with bright colors to stimulate consumers' desire to buy is the charm of color marketing. This marketing strategy has been paid more and more attention by modern enterprises and has become an important means to open up the market. Just like Phil, vice president of global product marketing of Apple Computer Company, which introduced color computers? Schiller said: "We think more about the color and appearance of the computer, not the computer's …". In the world, popular colors have been regarded as a kind of information, a kind of wisdom and an important means of commodity competition. For example, it sometimes focuses on simulating nature, sometimes pursues ancient style, sometimes pursues enthusiasm and unrestrained, and sometimes likes elegance and tranquility. Traditional color usage rules have been replaced by fashionable colors. Therefore, the color design of commodities should not only keep some national characteristics, but also consider the fashion trend, and make innovations under the conditions of both.
A few domestic enterprises have also tasted the sweetness brought by color. With the advent of the era of personalized consumption, household appliances have also entered the era of fashion individuality-colorful and different shapes. The fashionable appearance of household appliances meets the needs of consumers to pursue fashion, advocate colorful life and publicize their individuality. Royalstar "Color E" refrigerator has launched eight series of colors: bright yellow, sky blue, wood grain, green, red, black, snow blue and white. Consumers can choose according to their own personal preferences: Konka's "colorful little painting fairy" series of color TVs have won the love of many young friends with their fashionable colors and smooth lines. Zhuhai Gree Electric Company put forward a new concept of "color consumption" to meet people's needs, and trial-produced a series of color air conditioners, which changed the pattern that white and gray air conditioners dominated the world for many years, so that people who pursue personalized aesthetic taste can choose their favorite color products at will. Haier's "Silver Inverter Series Refrigerator" has become one of the top 50 best-selling products in China.
2. Pay attention to packaging color and improve the best-selling degree of products.
Psychological research shows that when people's visual organs observe objects, color perception accounts for 80% and body perception accounts for 20% in the first 20 seconds; After two minutes, color accounts for 60% and shape accounts for 40%; Five minutes later, it will be 50-50, and this state will continue. It can be seen how fast, profound and lasting color gives people an impression. Coca-Cola in big red package gives people strong visual stimulation, stimulates consumers' desire to buy, and opens up the world market.
Practice has proved that the main color of commodity packaging is particularly eye-catching, which can directly catch customers' attention, make customers trigger association and emotional activities through vivid and touching symbolic colors, thus generating consumption motivation for a certain commodity and promoting purchase behavior. At present, all kinds of goods on the market are dazzling, and there are countless different brands and specifications of the same commodity, which makes it difficult to make a decisive choice. It is found that in this case, the biggest inducing factor in their decision-making process is the packaging of goods and the color effect of packaging.
From the aesthetic point of view of color psychology, color can visually enhance the appeal of product image and attract customers' attention; Color can also enhance people's recognition and memory. Through successful packaging color design, it can help to identify goods, enhance memory, and also has the value of evoking memories, which becomes an important basis for customers to choose a certain product next time. The color characteristics of packaging are more memorable than the shape design. Therefore, to highlight the individuality of goods, we must strengthen the image impact through unique packaging colors.
3. Color improves the advertising effect.
Color can improve the advertising effect from three aspects. First, different colors of advertisements will bring different attention rates. Generally speaking, the attention rate of color advertisements is much higher than that of black and white advertisements, and bright colors have a significant stimulating effect on instant attention. Second, compared with black-and-white pictures, color advertising pictures can more truly reproduce the authenticity of goods, faithfully reflect the color, texture and sense of quantity of goods, show the true face of goods, and stimulate consumer demand through color perception. Third, the symbolic function of advertising color to an enterprise or its products. Through the color language of each product, consumers can easily identify and have a sense of intimacy, so that the public or consumers can estimate which enterprise and product it is by looking at the color tone of advertisements.
Screen design, an all-round advertisement with standard colors, can give the public a consistent and unified sense of enterprise or product, which plays a significant role in strengthening and spreading enterprise identification. In particular, the production cost and broadcast cost of TV advertisements are expensive, and the time is extremely limited. It is extremely difficult to produce the strongest effect in a few seconds. Therefore, the selection and planning of color recognition in advertisements is an important task in VI. Faber, the authority of foreign color research? Bilan once pointed out brilliantly that it is often not how many colors are used, but whether the colors are used properly. If you use too many colors in an advertisement, it will hurt its publicity. In order to achieve the propaganda effect properly, we must always use colors wisely and skillfully.
4. Color improves the business environment and promotes consumers' desire to buy.
Research shows that different colors can affect people's mood: red makes people psychologically active, green can relieve tension, yellow makes people excited, purple makes people depressed, gray makes people depressed, white makes people bright, and light blue makes people cool ... These functions of color can be used to adjust mood, influence intelligence and improve communication environment, thus making it have broad application prospects in marketing.
Many enterprises apply color psychology to business. Clever use of color can stimulate vision and enhance the level of the store. For example, some fast food restaurants are decorated with yellow and red. On the one hand, because these two colors can stimulate appetite, on the other hand, because red and yellow have a sense of instability, which can urge customers to eat faster and give up their seats in time. Red and yellow McDonald's, golden Kodak, white and black cold medicine are all good examples of color application.
Color theory can be applied to the color design of storefront, window and merchandise display. For example, in department stores and supermarkets, the use of color techniques to display the layout of goods will invisibly improve the value of goods; Color training for clothing store guides will make them more harmonious in the placement and collocation of clothes, thus creating aesthetic feeling and increasing sales.
A supermarket adopts different main colors in spring, summer, autumn and winter. Spring is green, representing the breath of spring; Use blue water in summer to give customers a cool feeling; Autumn is golden yellow, symbolizing the joy of harvest; In winter, fiery red gives customers a warm feeling. The supermarket successfully used color marketing, which greatly improved its competitiveness.
5. Color makes the corporate image deeply rooted in people's hearts and enhances the competitiveness of enterprises.
The pace of people's life in modern society has been greatly accelerated, and various mass media have developed rapidly. Modern people can come into contact with a large number of corporate logos or commodity trademarks every day. This requires signs to be as recognizable as signals, so that the public can focus on a sign among many signs and leave a deep impression on a sign in the shortest time. Color can exert great power with its distinctive visual communication characteristics and symbolic power. The unique color of corporate logo can not only attract consumers' attention, but also enhance the public's memory, so that consumers can leave a deep personal impression on the logo, be more familiar with the memory, trigger associations, produce emotional stereotypes and build consumer confidence. Color can also represent the image of a company, such as green crocodile, red and yellow McDonald's, golden Kodak, sea blue Apple computer and so on. It has become a symbol of a successful corporate culture brand and a characteristic and symbol of an enterprise.
6. Respect the national color and improve the international competitiveness of products.
Different countries have different preferences and taboos on color, so the appearance of products and the color of packaging can not be ignored in the international market. Knowing the preferences of different places can effectively promote the local consumption of packaging products. In our country, red has always been regarded as a symbol of happiness, so people like red to celebrate a happy wedding to present a festive and warm atmosphere; Germans don't like red much; In the Middle East, people especially cherish green; Iraqis regard green as Islam and blue as unlucky; On the other hand, the Japanese avoid green and think it is an ominous color. Syrians, on the other hand, love cyan, believing that yellow symbolizes death and should not be used at ordinary times; Brazilians believe that yellow means despair; One of the popular packaging colors in Argentina is yellow; Peruvians also like yellow.
The color design of commodities and their packaging is a double-edged sword. If used properly, it can make the goods more powerful and expand sales rapidly. However, if the product is not used properly and the quality is good, it may lose the competition if it is not careful, causing huge losses to the enterprise. Colgate toothpaste is very popular in America. After entering the Japanese market, it competed with Lion King Toothpaste in Japan, and its market share dropped from the initial 65,438+00% to less than 65,438+0%. Finally, it withdrew from the competition because of the wrong use of colors. Because Japanese consumers like white very much, Lion King toothpaste uses red letters with white as the main color. On the other hand, Colgate toothpaste is mainly ugly red with white characters on the red background. The contrast between the two is sharp, and it is a pity to lose in the end.
A batch of sweaters produced by a domestic sweater factory were returned after being exported to Iraq. The reason is that the sweater is blue and the outer package is olive green, which is a taboo in color design. Because olive green is the national flag color of Iraq, it is forbidden to be used in commodities; Iraqis think blue is the color of disaster. This is because of careless color design and export failure, and the lesson is too profound. Red firecrackers exported from China to Germany were once unsalable. After investigation, it is found that red gives German consumers a sense of insecurity. Later, China exporters changed the face paper and outer packaging of firecrackers to gray, which led to a sharp increase in sales.