è´°â—Text
First, why should there be product packaging?
The appearance of early product packaging is mainly used in:
01. Save the protected object.
02. Increase the product's shelf life.
03. Easy to transport.
As the times progressed and more material was discovered, many new elements were used in the packaging of the product. With each different material, the product packaging also had different uses. Modern product packaging often has many features. A good product package should have the following features:
01. Save the protected object.
02. Beautify products to increase product value.
03. After stimulating consumption, combined with marketing, there are more opportunities for business.
Second, the impact of marketing on product packaging
01. Marketing Implications
Marketing is the behavior of people's business strategy. It is based on people's needs and desires to further sell products to people to meet people's needs and desires. A good marketing tactic is to attract consumers' attention, which in turn leads to consumers' desire to purchase. In modern society, the reason why a new product attracts attention is often because of his marketing techniques (advertising and product appearance). This is the first impression of consumers on the product. After the attention of the consumer is attracted to the next, it will only pay attention to the functional nature of the product. Therefore, marketing has a significant influence on consumers and products. A good marketing is designed to meet the needs and desires of consumers.
02. Evolution of Product Packaging and Marketing Philosophy
It also reflects the actual environment at that time and is different; its evolution process includes: production concept period, product concept period, sales concept period, marketing concept period and social marketing concept period and other five periods. (Note 1) During the production concept period, because the demand is greater than the supply, a large number of productions are its main features, so the concept of product packaging still remains at the initial function. During the product concept period, it began to notice the needs of consumers, and then to produce products with the best quality and characteristics, so that product packaging began to receive attention.
The focus of the sales concept period is only to sell the product, and the consumer's needs are relatively less important. Since the marketing concept period is due to the prosperity of the economy and the number of people who have received higher education, consumers have more requirements on the products. Therefore, during this period, the focus will be on exploring the needs and desires of consumers. In order to further satisfy consumers’ desires and gain profits, aesthetics began to emerge at this stage. Today’s concept of social marketing began and a sound of environmental protection began to appear. As a result, products packaging that flaunt environmental protection began to appear. In addition to gaining profits and satisfying the needs of consumers, they also begin to pay attention to social interests. These three are both at the same time.
From the perspective of the evolution of marketing philosophy, from the initial production concept period only to mass production, to the subsequent period of social marketing, the concept of heavy profits, consumer demand and social interests coexist, we can find that the later in the period, consumers in The more important influence is in marketing. Marketing is a strategy for people. If you do not attach importance to people's needs, then there is no better marketing.
In the above, we can find that in modern times, the public’s level of knowledge has increased, and the demand for products has increased. However, good product packaging often causes consumers’ desire to purchase. In order to satisfy consumers and obtain profits, product packaging is bound to exist.
Third, the product packaging included in the business opportunities
The aesthetic economy that emerged in modern times was a product of economic prosperity. As a result of the highly economic growth, increase in the number of people with high knowledge education, and increasing living standards, the masses have begun to pay attention to the quality of life and have also demanded product quality. Therefore, the aesthetic economy has emerged and it is a new view of product packaging today.
01. Aesthetic Economics and Cultural and Creative Industries
Aesthetics economy is commonly referred to as the cultural and creative industry. It is an industry that combines art and the life industry.
His range is extremely wide, including the core industries of culture and art, design industry, creative support and surrounding creative industries. The characteristics of the aesthetic economy mainly lie in his great influence on our living environment and quality. "Any developed country with cultural and creative industries is generally a country with high cultural exquisiteness and high quality of life, such as the Nordic countries. , Britain, France, Japan, etc.."(Note 2) At the same time, these aesthetic economies can also be combined with cultural and creative industries. Like other countries' practices, they can also create additional benefits in Taiwan today.
In modern Taiwan, due to the affluent economic environment, the public began to demand quality of life and product quality. The exquisite packaging of products and the charm of marketing can often enhance the value of products, and can also shape their corporate image, thereby attracting consumers' purchases. This is also the function of the aesthetic economy to beautify the market.
Aesthetics must become a strategic tool for consumption, resulting in a differentiated function, namely, the ability to separate market areas and build industrial characteristics with product differentiation. Whether it is local industry, community industry, or industrialized products, adding aesthetic components, using the image, perception, and content created by aesthetics to enhance customer value. Therefore, the aesthetics of the market will be the key to the success or failure of the aesthetic economy.
02. Product Packaging and Return to Nature
In recent years, product packaging tends to be diversified, and the market is filled with over-ornate designs. Many people began to seek natural, simple yet design-conscious products after they were immersed in the design of heavy tastes, causing a natural wind on the market. In recent years, the popular brand in Taiwan, Muji, is the best example. "Muji's products from Japan, with no trademark and returning to the essence of the design concept, are not only easily ranked in the world's top 100 brands, ranking even before Gucci and Hermès and other fashion brands.
03. Combining environmental protection product packaging
With the development of aesthetics and economic development, due to the increasingly diversified packaging, many of the packaging uses materials that are inconsistent with the concept of environmental protection. This not only results in waste of resources, but also cannot be recycled. Therefore, there has been a growing demand from environmentalists in the community. In an environment-friendly position, product packaging will in turn be packaged with environmentally friendly materials, so a wave of green goods is also set in the market. "There is a famous saying in Japan that Muji, who advocates environmental protection, has a famous saying: "The squid, his entire body is squid." It means that all materials cannot be wasted. (Note 5)
Fourth, the development trend of product packaging
In front, we found that in recent years, consumer demand for products has only increased and not decreased. Consumers often decide whether they want to purchase the product because of the quality of product packaging. Therefore, product packaging has a great influence on the consumer behavior of modern consumers. Next, I want to explore the future trend of product packaging.
01. Refinement
From the very beginning, Taiwan did not attach importance to product packaging and design courses for colleges and universities. Advertising companies and marketing companies have mushroomed. It can be seen that product packaging has become more and more important in Taiwan. Especially in modern Taiwan, the economy is highly developed. The general public is highly educated at high levels of knowledge, and pays more attention to the quality of life and product quality. In addition, marketing is paying more attention to consumer satisfaction in the later stages. This can be said to be in a free economy system. The market determines the direction of production, so the product packaging is bound to become sophisticated aesthetics.
02. Integrate strengths and uniqueness to increase competitiveness
Living in a free age, everyone is free to control their own preferences. Everyone starts to think differently. Modern young people are better able to show their unique creativity and like unique and innovative things. Therefore, product packaging The design, which is bound to integrate all the advantages and preferences of various consumers, will not only attract a larger range of customers, but also increase its competitiveness.
03. Compliance with environmentalism
Of course, we must not forget that while developing the aesthetic economy, we should also pay attention to the interests of the society, that is, although product packaging is a journey to refinement, we should also comply with the spirit of environmental protection to avoid excessive packaging. Causes waste of resources and environmental pollution. This also shows that we are now in the concept of social marketing, we should treat the profit, consumer demand and social interests.
Participation â— Conclusion
Product packaging is omnipresent in modern life, ranging from candy biscuits to TV refrigerators. In fact, since ancient times, people have learned to draw things from nature into various containers and hold things. With the progress of the times, more materials have been discovered, and the packaging materials of the products have become more diversified, which has resulted in more expressions of product packaging. This not only enhances the original functions, but also makes them more artistic. Therefore, the so-called aesthetics economy has emerged, that is, the fusion of art and life, in addition to beautifying the market, it can still promote the happy life to consumers.
In the modern society, in order to meet the needs of the general public, there are many kinds of product packaging on the market, and these packages tend to be refined and diversified. When product packaging enhances the value of the product itself and attracts the attention of consumers, it often creates business opportunities. In particular, the modern economy is affluent. The public has begun to pay attention to the quality of life and product quality. Therefore, the quality of product packaging is in the market economy. The system is very influential.
However, as product packaging has become increasingly sophisticated, there has also been opposition to rising environmental awareness. Excessive packaging often results in wastage of resources and environmental pollution. In the 1990s, it coordinated with the environmental recovery campaign initiated by Germany. Taiwan also began the review of environmental green packaging this year. In recent years, Taiwan’s policy of reducing the use of plastic bags has been a concrete response to environmental protection.
In this paper, we can find that product packaging is very influential to modern consumers. In this paper, I mentioned that his development trend has been refined, integrated advantages and unique to increase competitiveness and environmental protection, but in this era of change, consumer demand preferences often change. In addition to the above-mentioned inevitable trends, there will be many unpredictable developments, as long as product packaging design meets the needs of consumers and the environment at the same time, I believe that as long as coupled with good marketing practices, product packaging in the future of "money The way is unlimited.
Author Chen Wanzhen