With the rapid development of the commodity economy and the further expansion of market transactions, packaging for commodities is no longer simply a function of storing and protecting goods. Packaging and commodities have become an integral part. Accepting the mission of the new trend has become one of the media of brands and an indispensable element to realize the value and added value of commodities.
01
Let packaging have brand "visualization"
Whether it is product sales or brand promotion, the mission entrusted to packaging is becoming more and more important - to endow goods with unique personality through targeted visual images and attract the attention of the audience. More importantly, packaging can constantly stimulate consumers' desire to buy. This feature has also attracted the attention of brand enterprises, making the whole packaging design industry increasingly prosperous, and the sky high design fee of nearly one million yuan for single product packaging is also common.
The sales of Shimen silver hair and Shimen black tea from "2098 height of roof of Hunan" and "mysterious 30 degrees north latitude of Shimen" increased greatly after the professional design of the packaging last year, and they also won the gold award of famous green tea in the 2021 "Tea Ancestor Shennong Cup" with absolute advantages.
On the contrary, some enterprises still use popular packaging from some packaging markets for product packaging, which seriously weakens the image and brand power of "regional brands".
As a silent salesman, packaging can tell their own truth and stories. However, if packaging only pays attention to the functional presentation of category characteristics and lacks systematic thinking of brand spirit, it will not be able to leverage the brand memory assets formed in the minds of consumers, nor can it enable brands and products to each other.
The packaging design of Jiugui Liquor breaks the Convention and only uses an old sack cloth for packaging, which is atmospheric and quite stylish. This very prominent feature makes it recognizable at a glance in the same kind of ocean.
Whether on the screen or in the shape, packaging, as an important marketing weapon for enterprises, can not lack the effective presentation of brand symbols. Unique creativity without consideration of brand integrity will only continuously dilute the brand image. only by improving the "visualization" of the brand to treat packaging design, inheriting the commonness in individuality and effectively repeating the brand symbols can consumers' brand memory be strengthened.
02
Make the packaging conform to the "plasticity" of the product
In the field of packaging design, all kinds of well-designed atmospheric / beautiful / creative packaging are displayed on the Internet, but when shopping in the supermarket, the scene on the shelves is another "makeup".
The most typical is the packaging of honey and agricultural products. The style of supermarkets and the Internet completely seems to exist in two different times and different aesthetic multiverse. Because the same product is involved, different packaging appearances should be displayed in different channels.
The reason is that, first of all, a brand that is just starting can only find a single breakthrough in areas that are not covered or relatively weak by large enterprises. More accurate selection of matching packaging design will naturally form a niche; There will also be targeted differences between new brands online and those in supermarkets.
Secondly, under different sales scenarios, the packaging of products carries different cognitive missions, and the focus of their functions is also biased. Online, you can attach casual sales copy, product details, small videos, etc. packaging is not the only brand carrier. But offline supermarkets can only rely on packaging for display. In the limited shelf space of less than 0.1 square meters, it is necessary to focus on and streamline. Small packaging needs to do its best to tell consumers "who I am" and "why do you want to buy me"
Therefore, in terms of difficulty and attention, it is relatively easy to design packaging for pure online products. It is easy because there is more room for development. It can be as simple as it wants and as distinctive as it wants. The responsibility to explain the reason for purchase is not on the packaging. The brand even has more room to consider adding some considerate designs to the after-sales use scenarios, such as the fruit opener attached to the three squirrels, so that consumers can feel the brand's consideration.
03
What are the requirements for offline packaging?
First, the brand name should be conspicuous. The most prominent element of offline packaging must be its product name / brand name, which should be enlarged as much as possible in packaging design so that it can be seen clearly from a long distance. Packaging itself is an advertising space, and the brand name is the most important and most important key in this advertisement. It emphasizes that the brand name hopes to build brand awareness, or let the brand endorse the product.
Secondly, the color should be integrated with the product. Although it is said that large font is very effective, if it is used with "color", the effect will be better. Color has always played an important role in consumer recognition. For example, when you see red bottles and cans, you think of Coca Cola, and when you match blue and yellow, you think of IKEA. Color attributes are rooted in human genes. If packaging reflects this correspondence, it will play a positive role in product sales.
Third, enlarge the "reason for purchase". In the offline shopping scenario, the packaging of goods needs to bring its own reason for purchase. For example, calcium has the function of relieving fatigue. When consumers pass the shelves aimlessly, they suddenly see calcium tablets and associate them with the recent busy low back pain, which will generate a temporary purchase demand. Therefore, packaging should trigger this kind of purchase demand.
Fourth, use product photos. Take ice cream as an example. The whole picture of the online packaging is beautiful and abstract, while the physical photos of the ice cream in the offline packaging are the focus of the composition, which is very prominent. Because there are graphic presentations online, but offline, packaging is your only opportunity to present.
Fifth, enrich every packaging surface. In addition to making full use of the front, some packages like to use the simple and high-end method of leaving blank on other sides. The information is empty, which is actually a waste of this "advertising space". Offline, in order to make information transmission more efficient, we must make use of every aspect, so that no matter which aspect is exposed, we will not miss brand communication.
Sixth, optimize the "touch" of packaging. Offline packaging, as a silent salesperson, provides a dimension of experience -- tactility compared with online packaging on shelves in supermarkets and shopping malls. Consumers can touch and see various details from a micro distance to give the product a sense of value and comfort, and enhance the possibility of purchase. Offline users should also pay attention to whether it is easy to carry.
04
Conclusion of this issue
It is not easy to build a package that is well-known and can drive sales, nor can it cover all by itself. However, we should always have a belief: let packaging design have brand awareness, and let packaging design enable brand "visualization".
