1. Protection of goods
Protecting goods and convenience are the basic principles of packaging. The packaging should ensure that the appearance of the product is not lost, and the product should be protected as far as possible so that the internal quality is not destroyed.
To protect the goods, one is to protect the structure and framework of the goods, the second is to protect the brand's logo, and the third is to ensure that the packaging is obviously personal and will not be misused.
2. Easy to use
The packaging must have features to allow customers to carry, handle, store, and use the product more conveniently from the decision to purchase and use the product. Convenient packaging can increase brand loyalty, such as the pull ring of the beverage and the packaging of canned food, because each time it is eaten. It is difficult to open, so eating less is also an important reason.
3 highlight the personality of landscaping
Products with individuality can stand out in similar products, and can only leave consumers with a deep impression. Through the packaging's shape, color and color tone, picture design and packaging material design and selection to see the inherent characteristics of the product, such as the packaging of perfume The design is so bizarre that the packaging of moon cakes is ever-changing, full of changes, new ideas and features, giving people a feeling of beauty.
4 novel and unique
The novel and unique packaging is more conducive to marketing and purchase, thereby enhancing the charm of the product. The novelty should be emphasized and developed in terms of shape, color, and materials, such as the shape of the bottle of Coca-Cola.
5. Diversity
Brand packaging should pay attention to diversity, with colors, patterns, fonts to show the image of outstanding personality positioning, can be said that packaging is the most close advertising, advertising, may also reflect the guidance of the use of goods, but the diversity of packaging, not messy With regard to sexuality and complexity, we must pay attention to simplicity, environmental protection, beauty, and practicality, so as to achieve a multiplier effect.
6. Unified display
Packaging design as an external image, with the brand representative of the content of the product, can be seen at a glance to know the packaging itself, the package can display the goods, can increase the image of the product, such as the use of realistic color pictures, transparent Packaging can fully display the goods.
7. Associative induction
Packaged as a guide for goods, you can use Lenovo's induction methods to highlight the image and attract love and consumption. If you use elegant, implied packaging, Lux watches elegant appearance and packaging, reflecting its noble character.
In summary, using diversified and unique techniques to enhance the vividness of the packaging can provide effective help for brand development.
Package update strategy
The goal of renewing packaging is to improve the packaging and bring vitality to the products that are at a disadvantage; secondly, to improve and update the packaging to make products that are in hot pursuits icing on the cake.
Now that the market is changing, products are updated very quickly and best-selling products will not be sold forever. However, in general, when a product is in a hot period, it is less likely that it will want to improve its packaging. Only when the product enters a period of unsalable sales will it begin to realize this problem. This is extremely undesirable. If you want to keep the momentum of the best-selling products, in addition to the improvement of the products themselves, it is a good idea to constantly improve the packaging.
At the same time, due to the increasing development of science and technology, new processes, new technologies, and new packaging materials will inevitably replace old packaging processes and materials, creating conditions for companies to develop new products, followed by changes in people’s consumption habits, and promote packaging. Constantly updated. For example, due to the acceleration of the rhythm of modern people's life, requiring less time and labor for housework, and the gradual socialization of housework, various convenience foods, canned foods have emerged, and various new types of packaging have been produced, such as reusable food bags. Baked food boxes, beverage composite paper cans, convenient cans, etc. also came into being.
In addition, changes in sales methods have also led to the updating of packaging. For example, with the advent of supermarkets, customers rely on packaging to “introduce themselves†when selecting products. Therefore, the packaging should highlight the image of the product, and trademarks and written descriptions must be very eye-catching.
There are several ways to improve the update package:
1. The drastic change method gives a drastic change to the original packaging, changes its original appearance, and presents itself to consumers in a brand-new situation.
2. The reform method maintains the original and reasonable part. By changing the “deficientâ€, it brings new ideas, so that consumers still feel “although they are still familiar†and avoid giving people feelings of strangers;
3. The gradation method often makes minor improvements to the original design. When the consumers are not aware of it, adjusting the structure, text arrangement, etc., at first glance is still the original style, but it appears in front of consumers with a more coordinated and novel appearance.
The packaging in the modern market competition should focus on the significance of commodity noumenon, interest, and marketability, and pursue the specific values ​​of multiple personality stylization to meet the needs of consumers. Packaging should be a driving force to promote consumer buying desires.
The French sociology expert Jan Podreyyar once said: "The object wants to be transformed into a consumer product must be a sign." In today's mature consumer society, what consumers are looking for is no longer a commodity as an item. Only when we value the intrinsic quality of products and develop new products, we attach importance to product packaging and continue to explore to make our products Fierce market competition is invincible.
All in all, the packaging update of the best-selling product lies in the fact that it is more innovative and innovative, allowing consumers to feel that the company's products are constantly being refurbished and constantly updating and rejuvenating. The company feels that it has vitality, thereby increasing trust and confidence in the company and its products. Promote sales and market prosperity.
Author/Cui Fengxia
Protecting goods and convenience are the basic principles of packaging. The packaging should ensure that the appearance of the product is not lost, and the product should be protected as far as possible so that the internal quality is not destroyed.
To protect the goods, one is to protect the structure and framework of the goods, the second is to protect the brand's logo, and the third is to ensure that the packaging is obviously personal and will not be misused.
2. Easy to use
The packaging must have features to allow customers to carry, handle, store, and use the product more conveniently from the decision to purchase and use the product. Convenient packaging can increase brand loyalty, such as the pull ring of the beverage and the packaging of canned food, because each time it is eaten. It is difficult to open, so eating less is also an important reason.
3 highlight the personality of landscaping
Products with individuality can stand out in similar products, and can only leave consumers with a deep impression. Through the packaging's shape, color and color tone, picture design and packaging material design and selection to see the inherent characteristics of the product, such as the packaging of perfume The design is so bizarre that the packaging of moon cakes is ever-changing, full of changes, new ideas and features, giving people a feeling of beauty.
4 novel and unique
The novel and unique packaging is more conducive to marketing and purchase, thereby enhancing the charm of the product. The novelty should be emphasized and developed in terms of shape, color, and materials, such as the shape of the bottle of Coca-Cola.
5. Diversity
Brand packaging should pay attention to diversity, with colors, patterns, fonts to show the image of outstanding personality positioning, can be said that packaging is the most close advertising, advertising, may also reflect the guidance of the use of goods, but the diversity of packaging, not messy With regard to sexuality and complexity, we must pay attention to simplicity, environmental protection, beauty, and practicality, so as to achieve a multiplier effect.
6. Unified display
Packaging design as an external image, with the brand representative of the content of the product, can be seen at a glance to know the packaging itself, the package can display the goods, can increase the image of the product, such as the use of realistic color pictures, transparent Packaging can fully display the goods.
7. Associative induction
Packaged as a guide for goods, you can use Lenovo's induction methods to highlight the image and attract love and consumption. If you use elegant, implied packaging, Lux watches elegant appearance and packaging, reflecting its noble character.
In summary, using diversified and unique techniques to enhance the vividness of the packaging can provide effective help for brand development.
Package update strategy
The goal of renewing packaging is to improve the packaging and bring vitality to the products that are at a disadvantage; secondly, to improve and update the packaging to make products that are in hot pursuits icing on the cake.
Now that the market is changing, products are updated very quickly and best-selling products will not be sold forever. However, in general, when a product is in a hot period, it is less likely that it will want to improve its packaging. Only when the product enters a period of unsalable sales will it begin to realize this problem. This is extremely undesirable. If you want to keep the momentum of the best-selling products, in addition to the improvement of the products themselves, it is a good idea to constantly improve the packaging.
At the same time, due to the increasing development of science and technology, new processes, new technologies, and new packaging materials will inevitably replace old packaging processes and materials, creating conditions for companies to develop new products, followed by changes in people’s consumption habits, and promote packaging. Constantly updated. For example, due to the acceleration of the rhythm of modern people's life, requiring less time and labor for housework, and the gradual socialization of housework, various convenience foods, canned foods have emerged, and various new types of packaging have been produced, such as reusable food bags. Baked food boxes, beverage composite paper cans, convenient cans, etc. also came into being.
In addition, changes in sales methods have also led to the updating of packaging. For example, with the advent of supermarkets, customers rely on packaging to “introduce themselves†when selecting products. Therefore, the packaging should highlight the image of the product, and trademarks and written descriptions must be very eye-catching.
There are several ways to improve the update package:
1. The drastic change method gives a drastic change to the original packaging, changes its original appearance, and presents itself to consumers in a brand-new situation.
2. The reform method maintains the original and reasonable part. By changing the “deficientâ€, it brings new ideas, so that consumers still feel “although they are still familiar†and avoid giving people feelings of strangers;
3. The gradation method often makes minor improvements to the original design. When the consumers are not aware of it, adjusting the structure, text arrangement, etc., at first glance is still the original style, but it appears in front of consumers with a more coordinated and novel appearance.
The packaging in the modern market competition should focus on the significance of commodity noumenon, interest, and marketability, and pursue the specific values ​​of multiple personality stylization to meet the needs of consumers. Packaging should be a driving force to promote consumer buying desires.
The French sociology expert Jan Podreyyar once said: "The object wants to be transformed into a consumer product must be a sign." In today's mature consumer society, what consumers are looking for is no longer a commodity as an item. Only when we value the intrinsic quality of products and develop new products, we attach importance to product packaging and continue to explore to make our products Fierce market competition is invincible.
All in all, the packaging update of the best-selling product lies in the fact that it is more innovative and innovative, allowing consumers to feel that the company's products are constantly being refurbished and constantly updating and rejuvenating. The company feels that it has vitality, thereby increasing trust and confidence in the company and its products. Promote sales and market prosperity.
Author/Cui Fengxia
Source: "China Food Industry" 2005, 11
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