Creative Packaging Revelation

Packaging design has become an indispensable and indispensable part of modern commodities. Creative packaging design is not only a product that enters the market, but also a value. In today's increasingly market-oriented economy, perhaps the story of “buying a beggar” is no longer suitable as a negative textbook, but should become a classic packaging marketing case.

New packaging brings high growth

As the saying goes, “People want clothing, Buddha needs gold”, and commodities need to have a “good package”. Because the packaging of goods is not just a "coat," it is an organic part of the product itself. The packaging of commodities has become an effective means to increase the added value of products and corporate brand image.

The reporter learned that most companies in China still lack understanding of commodity packaging and neglected other additional functions of packaging. This has made many products produced by domestic enterprises reach a very high level of quality, but they cannot be recognized by consumers. . Whether it is commodity prices or market share, there is a big gap compared with similar foreign products.

Wang Meng, deputy director of the product line of Hanwang Technology Co., Ltd. (hereinafter referred to as “Hanwang”), told this reporter a story: In 2006, Hanwang launched a computer drawing board product, both technically and qualitatively. The world advanced level. However, due to the lack of creativity in product packaging design, it does not reflect the product's own characteristics, making the original high-end products appear to be very low-end, and has lost in the market competition with Japan's Wacom company, not only the sales price than Wacom company. Similar products are much cheaper and their market share is far lower than that of Wacom. “Originally, our products have completely achieved the same level of quality as Wacom's. However, due to lack of understanding of product packaging, we have failed in the market competition. This makes us very reconciled, let us see the gap, Let us see the importance of product packaging." Later, Hanwang company redesigned the product packaging, from the packaging materials, image design to the brand design have been replaced, and the new creative packaging image again to push the product To the market, not only has the market share of the product increased three times, but also the price has been greatly improved. Wang Meng stated that “through the redesign of the packaging, the sales volume of our products has increased substantially. More importantly, the price increase has brought more profits to the company and also enhanced the company’s own brand image”. .

Song Weizu, deputy secretary-general of the China Industrial Design Association, told reporters that packaging, as a means of realizing the value of goods and the value of use, is an indispensable part of the production, circulation, and sales of goods. With the development of the times and the improvement of people's aesthetic requirements for products, packaging has already bid farewell to the original single practical function, and has become a magic weapon to spread commodity information, enhance product value, and occupy the market. "Originally, most of our product packaging was 'stupid, dark and thick,' neither practical nor beautiful, which has greatly affected the market value of commodities; now our company has realized that through product packaging design, not only can the product itself be added. Value, increase the profit of the company, and make the overall brand image of the company better."

Creative packaging accelerates brand recognition

As an effective channel for delivering product information to consumers, commodity packaging has increasingly attracted the attention of companies. However, when a dazzling array of goods are placed on supermarket shelves to sell consumers silently, how to make product packaging convey more information and generate more visual appeal to consumers has become a common problem faced by companies. , And creative packaging has become the company's first choice.

Zhou Mao, design director of Tianze Advertising Design Co., Ltd., told reporters that a packaging design includes four elements: readability, appearance patterns, trademark impressions, and functional feature descriptions, and creative packaging can be in accordance with the law of beauty in the form of packaging design and product combination. Its own characteristics, combining various factors, and through the appropriate packaging materials to show, so as to provide a perfect shelf image of goods to achieve the purpose of attracting consumers eye, stimulate the desire to buy. In this regard, the relevant experts said, "Packaging caused fantasy, fantasy about sales." When consumers face a wide range of similar products, the packaging of products becomes the only “fantasy” of consumers for the products themselves. And creative packaging through the use of color text and packaging patterns, shapes, materials, creativity, make products can firmly grasp the eye of consumers, to achieve unforgettable results, thus promoting the sale of goods.

Creative packaging not only achieves the function of attracting the attention of consumers, but also conveys the concept of the product and produces the effect of brand recognition, becoming a three-dimensional and diversified system structure. Wang Sen, product design manager of Easy Manufacturing Industrial Design Co., Ltd., stated that “Consumers tend to generate brand recognition when they buy a product, which is why many people will buy fixed-brand products. Once consumers encounter the brand Commodity produces a sense of intimacy and identity, and this feeling tends to shorten the decision-making time when consumers purchase goods, resulting in rapid purchase decisions.Creative packaging, due to its uniqueness and uniqueness, can often speed up and deepen this. The formation of a sense of identity."

Wang Sen told reporters in a classic case: A British food company launched a caviar product. Because it is a new company, consumer awareness is not very high. As a result, the food company has innovatively adopted green packaging, using natural green plants as the main pattern of product packaging, and has played a slogan of “returning to nature, naturally bringing health”, which has enabled the product to quickly emerge from many similar products. , achieved a very good sales performance. However, this is not the end of the day. The hot sales of caviar products have greatly increased the sales volume of other products of the company. “Because consumers have already generated brand recognition for the company, creative packaging of commodities has undoubtedly become a catalyst for brand recognition.”

Environmental packaging trends

Material is an important part of packaging design and has a direct bearing on the overall function and economic cost of the packaging of goods, production and processing methods, and recycling of packaging waste. As a direct derivative of a commodity, commodity packaging often becomes junk after the consumer disassembles it or uses it. Therefore, it is extremely important for the packaging of goods to be environmentally friendly.

In an interview, the reporter found that as society and consumers become more aware of environmental protection, the environmental protection of commodity packaging materials has become a common concern of companies, designers, and consumers, and can be recycled and reused. Green packaging has also become a trend in the development of China's packaging industry.

Xu Guotao, general manager of Advertising Department of Beijing Huaqi Information Technology Development Co., Ltd., told reporters that the environmental protection of packaging has become an important measurement standard for Huaqi Information in the design and manufacture of product packaging. “As a company itself, the use of recycled environmental protection materials for packaging can reduce unnecessary pollution and protect the environment. On the other hand, as environmental awareness of consumers increases, the use of environmentally friendly materials can better cater for consumption. The consumer's consumer psychology will enable the company to create a reputation in the minds of consumers and enhance the brand image."

Liao Jie, the design director of the product design center of Dongdao Design Co., Ltd., said that whether the packaging design of the product is environmentally friendly has become an important criterion for measuring the success of the design.

In this regard, Song Weizu said that the current green environmental protection packaging has become the consensus of people. However, due to the fact that environmental protection materials are generally higher than ordinary materials, many companies, especially small and medium-sized enterprises, have abandoned the use of environmentally-friendly packaging in order to save costs. . "The relevant state departments should be guided by policies and provide preferential policies for enterprises that are actively using green packaging. Only in this way can more companies actively use green packaging. Ecolabels should be printed on the outer packaging of goods to increase People's environmental awareness."