Depth analysis of pesticide bottle packaging design
As the saying goes, people rely on clothes and horses to rely on saddles, with good products, but also have a good external packaging and supporting. Marketing experts in Western countries believe that “packaging is a silent salesmanâ€, “packaging is an advertising tool,†and “packaging provides consumers with convenience and security.†These packaging design concepts reflect the spirit of packaging services.
Packaging is the best advertisement for the product. In today's highly competitive sales, this statement is even more plausible. Packaging-impact products are often able to influence consumer purchasing awareness. Good packaging design is a key component of successful sales. As one of the important means of exploiting the market and occupying the market, packaging has caused more and more manufacturers to place improved packaging design in an important position in their market strategy.
In the increasingly serious commodity homogeneity today, "selling products" is even more necessary to "sell packaging." The role of packaging is often underestimated, but it has played an important role in promoting products to customers in the stores. Only 20% of products on the market are advertised, and the remaining 80% must sell themselves. When the consumer opens the package he has purchased, it is another challenge for the package. If the opening process and the products in it are all in line with this consumer's purchase expectations, he is likely to still purchase this product next time. Therefore, attractive packaging design is essential. Under the premise of the same quality, those products with good internal quality and packaged products are more competitive in the market and can win the favor and favor of consumers. In the absence of advertising, how can a branded product attract consumers' attention? If product packaging does not appear in advertising, how can this product be recognized in retail stores? In addition to the traditional features of the packaging (such as protection products), its marketing functions are increasingly valued by people in the industry.
The main purpose of packaging and basic functions First, the purpose of packaging Introduction of goods: The elements on the packaging, so that consumers understand the content of the product, brand and product name.
‧ Signature: The information such as shelf life, bar code, weight limit, environmental label, etc. must be clearly marked in accordance with the regulations.
‧ Communication:
‧ possession of shelf position: the final battlefield of the product in the store, how to compete with the brand for a shorter, how to create a better visual space, are considered packaging design considerations.
‧ Activating and stimulating the desire to buy: The combination of packaging design and advertising can enable consumers to memorize the products and then stand out from the variety of goods on the shelves.
‧ Self-selling: Commercial packaging is the packaging most contacted by consumers, a good packaging design must provide product information to consumers, and allow consumers to quickly browse for 3 seconds at a distance of 60 cm (general hand length). In the middle, at a glance, "I'm just what you need!" Therefore, successful packaging design can make the goods easily self-sale.
‧ Promotion: In order to clearly inform the message of product promotion, packaging must sometimes be redesigned in line with promotional content, such as increments, discounts, price cuts, buy one get one free, gifts and other promotional content.
Second, the basic functions of the packaging ‧ Concentrate, store, carry: Through the "package" and "loading", the product can be concentrated, placed in the same space, in order to facilitate storage, measurement, pricing and carrying.
‧ Convenient for delivery and transportation: Products from the place of production to the consumer must be packaged before they can be assembled and transported to the store for sale.
‧ The message tells the consumer to let the consumer know the attributes of the contents and convey the consumption information through the materials and forms of the packaging.
‧ Preserve products and extend lifespan: depending on product attributes and needs, and sometimes to extend product life, the functionality of packaging often outperforms visual performance, and even more packaging costs must be paid.
‧ Under pressure: The choice of packaging material is also key because of stacking or transportation.
‧ Resist light, oxidation, ultraviolet rays: Some products must use light, ultraviolet, anti-oxidation packaging materials to prevent the deterioration of the product.
In addition to the above-mentioned basic functions of packaging, in the current highly competitive consumer market, the responsibility of packaging design is more extensive. From the following points, the added value given by packaging design can be seen.
‧ Communication of product culture: This item relates to advertising. From the advertising image, consumers generally have a certain impression and understanding of the corporate culture, so the product packaging must be roughly in line with the corporate image.
‧ Increase the added value of goods: After the goods are used, the packaging can be reused. In addition to increasing the added value of goods and reducing the amount of packaging waste, companies and consumers can do their part to protect the environment.
‧ Re-extension of brand image: The extension of brand image, there are many operating modes, and the use of packaging design is a way. It is also a way to use broad appeal.
In addition, packaging should have the role of consumption instructions. Many products have special selling points that determine its 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.
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 basically only reflect one or two roles of packaging, and there is no possibility of impressing consumers.
Common drawbacks 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 speak in packaging design is affecting consumers' decision to purchase. Some of the drawbacks of 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.
1. Packaging does not highlight product sales claims. Product packaging design can meet consumer demand and ownership, 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 proposition is inhibited.
2. The packaging design and product content in the south. Some companies' packaging designs are borne by printing companies, and the design capabilities of printing companies are often uneven.
3. Packaging is flashy. In order to achieve differentiation, some products are often used to take “shortcutsâ€, that is, not to form differences through the product itself, but to form differences through the “luxury route†of packaging, which often results in losses. The excessive luxury of packaging, if it lacks the support of quality products, will often be regarded as a gimmick, which will eventually result in a flashy and unappealing result.
4. The quality of the package does not pass. As we all know, product packaging is also a part of product quality, a lot of product packaging quality is good or bad, affecting the pros and cons of product quality. Either the packaging quality is too hard, or it cannot withstand long-distance transportation and multiple handling, causing the packaging to be fragmented, damaging the inherent quality of the product and becoming "scrap"; or the package contains pollution and toxic components, and ultimately affects the quality of the product.
5. The packaging does not meet the behavioral habits. The shape of the pesticide bottle, the design of the packaging box, and some of the composition and coloring are just right. Some of them are gorgeous and noble and some are excessive. The shape of the pesticide bottle is more and more. In the final analysis, it is the market. Their dignity, simplicity, and lack of sculpting and whitewashing make for a great deal of space. The pearls, precious stones, and jade are often improperly decorated, which is counterproductive, and the purchasers are even paranoid. Although simplicity is not the only standard for beauty, pesticide packaging is not a work of art.
6. Packaging and trends are out of tune. Although today's packaging is a corporate behavior, there are practical trends, such as the quiet popularity of environmentally friendly packaging. Environmental packaging is the most direct reflection of the company’s concern for consumers. Such companies are easily recognized by consumers.
7. Lack of systematicness in graphic design. Many pesticide manufacturers are confused about the packaging design and the use of the brand. At present, the domestic packaging of pesticides has certain limitations in terms of design. In the use of color, basically fixed in the limited range of red, yellow, gold, white, black, consumer groups only agree with the color system.
In summary, the packaging on the current pesticide market is rather confusing, the overall design level is not high, and there are few visual effects and market effects. In the design, there are few considerations that are beneficial to marketing, and more is to consider the plane composition, color matching, etc., while ignoring the brand attributes and counter effects. The ultimate goal of a packaging work is to serve the sale of the product. If this package does not play a role in sales or even hinder sales, even if it won the international award, it is a failed work.
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