Product packaging positioning design

I. INTRODUCTION In today's ever-evolving commodity era, packaging plays an increasingly important role in the entire circulation of goods, and how to solve the problem of packaging positioning becomes more and more important. This article mainly explains the basic principles and methods of product positioning and some problems in the process of packaging positioning.
Second, the meaning of product packaging positioning "product positioning" refers to, we want to make consumer objects to our products what kind of association and views. Associating our company with other brands is the positioning of the brand; all products with the same function in the market are product positioning and consumer target positioning.
1. Brand positioning refers to "who".
Who sells? A traditional old company? A dynamic new brand? A successful businessman? Or a rising star on the market?
In daily life, the problem to be solved by the brand positioning is: to what extent do we want to associate the company name (that is, to use the company “trademark”) or one or more brands of the company?
Here, the brand positioning, brand identification, and brand series positioning (as opposed to individual product positioning) are some of the elements to be considered.
2, product positioning product refers to what is.
What to buy? A popular product? A popular product? A best-selling product? A commodity? A cheap product? A gift or a status symbol?
The problem to be solved in brand positioning is that we and I are the degree to which consumers associate our new products with similar products that already exist on the market (whether they are competitors or our company).
The factors related to product positioning to be considered here include product categories, product specific characteristics, usage methods and occasions, prices, and quality levels.
3. Consumer Targeting Consumers refer to whom to sell.
Who is the main consumer of a product? Is a teenager? Is it women? Is it a positive object or a potential object? Is the whole family...?
We must consider whether or not consumers in this product should feel that the new product is different from the existing products in the market, based on the fixed target of product consumption.
In relation to product positioning, we must consider such elements as human subjects and objects in the mind.
Who? what? Who to sell to? The phrase "who buys something for whom" in the relationship between brand, product, and consumer objects summarizes the entire content of the positioning.
Third, the method of product packaging positioning 1, brand positioning, including: company brand, product brand, company logo, brand identity, brand series positioning.
2. Product Positioning To use product positioning, it is necessary to determine four related issues related to the product: product category, product features, usage methods and occasions, price and quality.
(1) Product Category We want consumers to associate this product with this product or that product? In addition, different positioning strategies will also enable the products to be sold through different channels. Products that target fresh milk will be sold through the vegetable market, and the packaging of fitness foods will be distributed through the malls of healthy products. If sold in a supermarket, the two packaged milk products are also displayed on different shelves. This can answer a question that some people frequently raise. Can the same product be put on the market with two different packaging at the same time? The answer is yes, but it is not ethical.
(2) Product Features We hope that people will have a view of a product, but not that feature.
(3) How to use it and where do we want people to use it, or when to use it on a day?
(4) The sense of price and quality We hope that people will produce cheaper products in this kind of product. In general, it will also make them feel expensive.
Experience tells us that the actual sales price of a product should be consistent with the appearance of the product. If the appearance of a package does not match the price of the product, some consumers will naturally doubt it.
Any kind of packaging design, regardless of its positioning, can be achieved through purposeful use of patterning techniques, such as bright, intense colors, different layouts, and quiet and rational designs, plus bronzing, embossing, and high-gloss lighting. The package gives people a cheap, medium or high-end feel.
3. Consumer Targeting Here we are talking about what type of person or mental state we particularly want to become potential consumers of our products.
(1) What kind of crowd mainly refers to a group of people, such as a certain age group, a certain occupation, a certain gender, and so on.
(2) psychological objects psychological objects, mainly refers to different lifestyles, personality and different national interests and taboos. Psychological design can not only be suitable for people who belong to a certain cultural stratum. And can be suitable for people who have a special hobby for the design style. Therefore, in the design of psychological positioning, we are closer to marketing "art" rather than products.
4, packaging and positioning The essence of packaging is structural modeling and its materials. In addition to the functions of packaging and protecting products, packaging also has the function of information transmission. The packaging construction material, the lid body and the shape bucket of the label have the function of expressing a kind of positioning information.
This shows that packaging involves:
(1) Materials, such as plastic, glass, cardboard, aluminum foil, and composite materials.
(2) Modeling, including industrial modeling and patented modeling.
(3) The effect of the plane, including the simple decoration and embossing.
(4) Modeling dimensions, including single packaging, large packaging, packaging, household usage, and combination packaging.
(5) Convenient to use, convenient to use, multiple use of the lid and easy to open and so on.
5. Best Overall Positioning Above, we analyzed the positioning methods of various products. In fact, if we summarize the above-mentioned factors, we can get the following seven main positioning methods:
Related brand positioning; related product positioning; related consumer target positioning; related brand and product positioning; related brand and consumer target positioning; related product and consumer target positioning; related brand, product and consumer target positioning.
The main work we have to do is to make a selection of all possible design options and to screen out the best design solutions that can make the products best-selling under the current market conditions. This predictive decision will determine the best positioning of the brand, product and consumer.
As far as packaging is concerned, various kinds of positioning information content can often be transmitted in different parts of the packaging. The front, back, and sides of a package can complement each other. This leads to our next question:
6. How to choose the design plan The above-mentioned seven kinds of positioning designs have their own advantages and disadvantages. If the product is targeted in the delivery of consumer information, it only highlights one point (such as highlighting the brand), then it will give people a strong impact. However, a single transmission of information may leave the main content of the product or consumer object missing and become incomplete. To solve this type of problem, we need to consider from four aspects:
(1) Analyze the market situation First of all, I should break the market based on possible and ready-made market research data, and based on our understanding and experience, decide on the strategy for the product to be put on the market, analyze the available positioning design options, and then select the most suitable market. The basic positioning strategy of the situation.
(2) Considering the complementary functions of visual means (packaging and other propaganda tools) After analyzing the market situation and determining the main positioning (brand, product and consumer target positioning), we should consider the second question. Do we plan to pass? A lot of advertising to support this product to the market? If the answer is yes, then the brand, product, and consumer's information may be passed on together through packaging and advertising, rather than just delivered by the package.
(3) Comparing the Positioning Strategy of Competitors For the selection of product positioning, we should also consider whether it is the same as the position of competitors in the market; whether the positioning strategy that has been fixed by the competitors is imitated or needs to be unique? If we want to make a product take the lead in entering the market, we should break the long-established position and stereotypes of competitors in the market, so that our product positioning is unique. But this must be matched by a large amount of advertising support and promotions. On the contrary, if we recognize that the scale of the products to be put on the market is limited and largely depends on the “natural development of products”, then we should follow the well-known packaging positioning strategy in the market so as to benefit from the good work of others. There are many benefits to this approach, but consideration should be given to mimicking where professional ethics permit.
(4) The sales floor factor is in the mall. The entire series of products is concentrated in one place for brand classification and sales. Or are all kinds of products displayed together with competitors' like products in different places of the mall to display classified sales?
For those types of products that have a wide variety of products, the manufacturer cannot intervene in the merchandise classification system in the store and can only obey the arrangement of the merchant. And different markets have different classification methods.
A. Brand Classification Under normal circumstances, brand classification will reduce the role of brand positioning. Because doing so maximizes the difference between different product lines and their different characteristics, the effect of positioning products and consumer objects is outstanding. In the case of a large shelf display area, this view is correct. However, the over-convergence of brand status makes no difference between all brands of packaging, leading to visual confusion, making it difficult for consumers to distinguish.
B. Product Classification The same mall products must compete side by side with the same brand. The product packaging of the same brand should be based on the brand positioning design. That is to say, distinguishing the brand's products from the competitors' products through the eye-catching brand recognition logos, such as the basic color, the main identification pattern, and the like. The ultimate goal is to be at a critical juncture for consumers to make purchases and try to attract their eyes. Sell ​​the product.
Fourth, the program to change the orientation of commodity packaging We discussed the positioning of a new product or a series of products. However, for commodities that are already circulating in the market. When we need to reconsider positioning for more reasons, how can we handle it?
1. Research must first go through in-depth market research to understand the main reasons for the decline in product sales, to understand where the major product defects are currently compared with competitors, brand issues, material issues, structural issues, or styling issues. Wait.
According to the results of the investigation, targeted decisions were taken.
2. The final purpose design must redesign a package. There must be a gradual process. First conceive a final design plan and get the final approval. Then, design the transitional packaging between the emerging packaging and the final packaging.
3. The ultimate goal of a progressive program After the packaging has been passed, the packaging designer must conceive of a series of transitional packaging. For each stage of transitional packaging, we must consider the amount of change in the original packaging compared to its acceptance by the consumer and avoid the risk of falling sales due to changing the packaging. It is necessary to move steadily and steadily until the change from the old packaging to the final. Packaging for design purposes.
4. Updating the design of the ultimate goal If during the transitional packaging development process, due to changes in the market consumption, the final design after the finalization needs to be updated, what should we do?
This requires designers to re-conceive new final-purpose packaging designs and then identify new transitional packaging.
In short, through the above analysis, positioning design can be ever-changing, so that we can become more creative and more efficient in the communication between manufacturers and users (consumers). (Jia Changxue Wu Weizhong)