In the increasingly serious homogenization of commodities, we are always trying to use a method that allows similar products to be presented to customers in a differentiated form. Undoubtedly, the eye-opening package design, with its sensory height of visual recognition, will help our products stand out from the competition and make consumers pay attention, pause, observe, appreciate and generate purchases. The most ideal packaging design pursued by each merchant.
Therefore, various design proposals put forward by designers are always denied by front-line personnel from the market, but these front-line marketers are difficult to provide clear concepts for the most tempting packaging of goods, or to provide more creative outline of the concept, But it always gives the designer one or two packages that they think are sales slamming. The fancy packaging of products is always confusing and it is not clear what the manufacturers are selling. How can we design the packaging to impress customers?
Thinking about packaging
1, the role of packaging Before discussing the topic of fast-moving consumer goods packaging, we need to think about the role of packaging, only to clarify the real effect of packaging on the product, and take into account these requirements in the specific design, in order to design a conquering power Fast consumer goods packaging.
First of all, the packaging gives the product a certain form. In many cases, products without modalities are difficult to display or display, such as beverages, cigarettes, and other products. The cost of unpackaged displays is large, not to say, and it does not achieve the desired results. Second, packaging has a protective effect on product quality. . For example, the “Qiaqia†fragrant melon seeds are packed with a gas-tight peritoneum, so that the unique sales proposition of “Qian Qiaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa Again, packaging can differentiate products from competitors. Taking potato chips as an example, the “Principal†potato chips are easily packaged with other plastic bags because they are packaged in paper drums, making them easier for consumers to identify; in addition, the package must have the role of consumption instructions. Many products have special selling points that determine their consumption patterns are not the same, this time packaging design must have enough information to allow consumers to recognize their particularities, otherwise it will result in poor product information communication; Finally, packaging Make the product portable. Taking beverages as an example, from bulk to glassware packaging, PTT bottles have been developed to today's, and more importantly, considering the "mobility" of consumption. In addition, the difference in capacity between bottled drinks and paper-packed drinks is mainly due to consumers' mobility.
After understanding the basic role of packaging, comparing the product packaging around you, it is not difficult to find the fact that many packaging designs for fast moving consumer goods basically only reflect one or two roles of packaging, and there is no impressed consumer. possibility.
2. Common disadvantages of packaging design In a dazzling array of packaging, customers always choose only the products they like. In addition to the popularity and satisfaction of the product itself, the right to discourse design is influencing consumers' decision to purchase. Having both the main functions of the above packaging, the packaging has sincerely rested? In actual fact, some drawbacks in the packaging design often make the customer's hand, which originally took the product from the shelf, drop it again and instead choose other similar products. At this time, we must know where the defects of the packaging are.
In the packaging of fast moving consumer goods, the common design drawbacks are as follows:
Packaging does not highlight product sales claims Product packaging design can meet consumer demand and attribution, and when a product's packaging design lacks the theme, it is easy to lose to the subject of competing products, which is the product's sales claims are inhibited . When consumers choose bags of candy, at the same price, he will choose to have festive words and red logo brand or the general only the word brand? The result is self-evident.
The packaging design of the packaging design and product content of the company's packaging is borne by the printing factory. The design capabilities of the printing factory are often uneven, and the design of some small printing companies is usually eye-popping. If it is clearly designed to eat plum fruit packaging, but it is printed on the bag of flowers and patterns, this time consumers will find it baffling, after careful observation, often because of questioning the product level and give up buying.
Packaging some products in order to achieve the purpose of differentiation, often used to take the "shortcut", that is not through the product itself to form a difference, but through the packaging of the "luxury line" to form differences, often but not worth the candle. Such as a certain brand of eggs, packaging like a luxury product, there are consumers joke that this thing is reluctant to buy back to eat, that box is also reluctant to throw, the results simply do not buy. It can thus be seen that if there is a lack of quality product support, excessive luxury of packaging will often be considered as a gimmick, which will eventually result in a veritable and unappealing result.
Packaging does not meet the functional habits of a brand of functional beverages in China. Its target consumer is a person with a large amount of exercise, and its packaging is a glass bottle. There is a problem here, glass itself is fragile, in the behavioral habits of their own body protection, glass bottle of functional sports drinks is obviously very difficult to be respected. In addition, some field snack foods often overlook a problem in the packaging design, that is, the packaging is too heavy, many products because of weight or not easy to carry, or the packaging is easily deformed and lost more market opportunities, these are ignored The result of behavioral habits.
Packing and trends don't fit in today's packaging, although it is a corporate behavior, but there is a real trend phenomenon, such as the quiet popularity of environmental protection packaging can not wait and see. Environmental packaging is the most direct reflection of the company’s concern for consumers. Such companies are easily recognized by consumers. For example, direct sales of Amway products basically use environmentally friendly recycled packaging. Such packaging not only protects the ecological environment, but also protects the nature of the product to the utmost extent.
When package design circumvents defects and covers their general functions, our packaging is never compromised. The answer is no, what we need is a package that can impress consumers. How can we get the design inspiration for designing such a package?