In recent years, with the increasing odds of patients choosing their own medical products, the pharmaceutical market has shown a scene of competition, and pharmaceutical packaging has become a big weapon in the hands of the contestants. At present, pharmaceutical packaging is gradually adopting carton packaging. Its production efficiency, printing and molding effects, comprehensive cost and health safety are the five major factors that pharmaceutical companies are most concerned about, which has also led to the development of the pharmaceutical carton packaging design industry. In order to effectively stimulate consumers' desire to purchase, designers began to use the integrated planning theory system to try to combine with brand planning and marketing planning to make the medical carton packaging more reflect the core value of pharmaceutical products, thereby enhancing the appearance of medical carton packaging. Design taste.
For many years, our company has been committed to the use of medical carton packaging design and brand visual symbols to produce the practice and research of brand packaging visual image positioning, and finally summed up the six principles of medical carton packaging design.
01 packaging visual identity uniformity
Pharmaceutical companies should pay attention to the uniformity and consistency of the identification of medical carton packaging, that is, a brand of medical products can form a unified identification mark and can distinguish each other. For example, the box type and logo of the medicine carton package are in a uniform form, but the medical products of different specifications should have obvious differences (such as color, pattern, etc.), so that the medical products are serialized to prevent confusion.
In order to highlight the brand image of the company, pharmaceutical companies usually design the corporate logo on the medical carton packaging more prominent and eye-catching, so that consumers can identify, remember and distinguish. For example, the “999†trademark on the medicine carton packaging of Sanjiu Pharmaceutical Co., Ltd. not only makes its various series of medical products uniform, but also better highlights the brand image of the company (Figure 1).
Figure 1 The “999†trademark of Sanjiu Pharmaceutical Co., Ltd. guarantees the unity of various series of pharmaceutical products. 02 Refining packaging selling points according to brand positioning
Pharmaceutical companies should extract the core selling points of pharmaceutical products by collecting research data, and combine the marketing communication strategy to use the selling point as the most important packaging design element to attract consumers to purchase. For example, when designing the carton package of Baibu Kangyuan Infrared Magnetic Therapy (Figure 2), the designer firmly grasped the selling point of magnetic therapy, and fully reflected the magnetic body through the human body graphics and blue color composed of magnets. The technical and specific nature of treatment.
Figure 2 Carton packaging of Baibu Kangyuan infrared magnetic therapy stickers Figure 2 Carton packaging of Baibu Kangyuan infrared magnetic therapy stickers
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