In the increasingly serious homogenization of commodities, we are always trying to use a method that allows similar products to be presented to customers in a differentiated form. Undoubtedly, the eye-opening package design, with its sensory height of visual recognition, will help our products stand out from the competition and make consumers pay attention, pause, observe, appreciate and generate purchases. The most ideal packaging design pursued by each merchant.
Therefore, various design proposals put forward by designers are always denied by front-line personnel from the market, but these front-line marketers are difficult to provide clear concepts for the most tempting packaging of goods, or to provide more creative outline of the concept, But it always gives the designer one or two packages that they think are sales slamming. The fancy packaging of products is always confusing and it is not clear what the manufacturers are selling. How can we design the packaging to impress customers?
Thinking about packaging
1, the role of packaging
Before discussing the topic of packaging for FMCG, we need to think about the role of packaging. Only by clarifying the real effects of packaging on the product and taking into account these requirements in the specific design can we design conquering FMCG packaging.
First of all, the packaging gives the product a certain form. In many cases, products without modalities are difficult to display or display, such as beverages, cigarettes, and other products. The cost of unpackaged displays is large, not to say, and it does not achieve the desired results. Second, packaging has a protective effect on product quality. . For example, the “Qiaqia†fragrant melon seeds are packed with a gas-tight peritoneum, so that the unique sales proposition of “Qian Qiaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa Again, packaging can differentiate products from competitors. Taking potato chips as an example, the “Principal†potato chips are easily packaged with other plastic bags because they are packaged in paper drums, making them easier for consumers to identify; in addition, the package must have the role of consumption instructions. Many products have special selling points that determine their 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; Finally, packaging Make the product portable. Taking beverages as an example, from bulk to glassware packaging, PTT bottles have been developed to today's, and more importantly, considering the "mobility" of consumption. In addition, the difference in capacity between bottled drinks and paper-packed drinks is mainly due to consumers' mobility.
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 for fast moving consumer goods basically only reflect one or two roles of packaging, and there is no impressed consumer. possibility.
2, the common disadvantages 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. Having both the main functions of the above packaging, the packaging has sincerely rested? In actual fact, some drawbacks in the 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.
In the packaging of fast moving consumer goods, the common design drawbacks are as follows:
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. When consumers choose bags of candy, at the same price, he will choose to have festive words and red logo brand or the general only the word brand? The result is self-evident.
Packaging Patterns and Product Contents
Some companies' packaging designs are borne by printing houses, and the design capabilities of printing houses are often uneven, and the design of some small printing companies is usually eye-popping. If it is clearly designed to eat plum fruit packaging, but it is printed on the bag of flowers and patterns, this time consumers will find it baffling, after careful observation, often because of questioning the product level and give up buying.
Packing is sturdy
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. Such as a certain brand of eggs, packaging like a luxury product, there are consumers joke that this thing is reluctant to buy back to eat, that box is also reluctant to throw, the results simply do not buy. It can thus be seen that if there is a lack of quality product support, excessive luxury of packaging will often be considered as a gimmick, which will eventually result in a veritable and unappealing result.
Packaging does not conform to behavioral habits
For a brand of functional beverage in China, the target consumer is a person with a large amount of exercise, and the packaging is a glass bottle. There is a problem here, glass itself is fragile, in the behavioral habits of their own body protection, glass bottle of functional sports drinks is obviously very difficult to be respected. In addition, some field snack foods often overlook a problem in the packaging design, that is, the packaging is too heavy, many products because of weight or not easy to carry, or the packaging is easily deformed and lost more market opportunities, these are ignored The result of behavioral habits.
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. For example, direct sales of Amway products basically use environmentally friendly recycled packaging. Such packaging not only protects the ecological environment, but also protects the nature of the product to the utmost extent.
When package design circumvents defects and covers their general functions, our packaging is never compromised. The answer is no, what we need is a package that can impress consumers. How can we get the design inspiration for designing such a package?
Rely on what motivates consumers?
Inspired by life
A good packaging design should be spiritual, it will speak for itself; good packaging comes from life, it may be a trace of the details of a life. The spirituality of packaging means that packaging can make the connotation of the product appealing, and it can best reflect the traits that the product itself impresses consumers.
There is a fruit juice package called “Life of Wild Fruits†on the market which is attractive, but the name of the juice is attractive at first. When you bring the juice to your hand, you are moved by a pattern. It was a scene in which two villains used bamboo rafts to fight wild fruits. One of the boys played wild fruits and a baby girl was under a cloth pocket. Many consumers, especially those who once lived in rural areas, certainly have a deep memory of this scene. Although it is not clear what the fruits of the fight, the memory of the scene is still so profound, that happiness and The harvest is hopeful, and even those consumers who have not had such experience will start to live that life because of the vividness of the pattern. This is the influence of a packaging design derived from life.
Inspired by history
There are many commodities that are very cultural in nature, but due to the lack of follow-up designers' understanding of the history and humanistic connotations of the product, the designed packaging often does not demonstrate the quality of the product. Once a product is able to restore its historical origin, it will often be convincing to consumers. The famous tea in the fog is a good example. Before restoring this famous tea, its packaging designers also consulted a large amount of tea historical data. Although they did not get the picture's support, the conclusion drawn by various information designers was that the history of “green tea†was Packaged in porcelain jars. After analyzing the porcelain can type at that time, the designer designed the now-used "Mount Li Qing" packaging porcelain jar. The Swedish Goethe fort wreck was later salvaged. The packaging used in the fog in the sea for nearly one hundred years was very close to what the designer designed! This packaging, which is close to the original appearance of the history, makes the quality of this tea prominent and has attracted consumers' attention and favor.
Inspired by feelings
The real good packaging is implicated in emotional appeal. In the absence of emotional appeal, the sale of goods is a very low-level “sellingâ€, and it is nonsense to impress consumers. There is a brand of chocolate on the market, its design can always move people, red roses let you give it to your favorite people, snow with the shape of the house to give you the most mournful family ... ...
The chocolate that contains the emotional appeal is no longer just a sweet incarnation. Different packaging designs may transform it into angels, Santa Clauses, and friendships. Such a package will always make consumers feel touched and forget its unfair price.
Inspired by the details
Some people say that today is an era of segmented marketing. Consumers need businesses to observe, understand, and meet him from the details. The same is true of packaging, and a package that impresses consumers should reflect manufacturers' attention to the details of consumers.
Zhejiang has a little bit of fruit milk. It introduced a rotary lid to successfully solve the problem of secondary pollution when using straws to refer to fruit milk. Children are a highly valued group, and children are the most “sloppy†consumers. It seems commonplace to use a dirty hand to take a straw to drink fruit products. The little guy's swivel lid can be opened by turning and sealing. References have eliminated the use of secondary pipette pollution, but also make drinking fruit milk more convenient. This detail earns a huge profit for the little guy company. The tort compensation paid by only Robust and today's milk has reached tens of millions of yuan. This is the success of the packaging of attention to detail.
When shopping in the supermarket, there is a phenomenon that deserves attention. The outer packaging of a product is sharp and angular. Others are rounded in corners. The rounded corners are always sold faster than right angles. Why? Have you ever scratched your skin with a right-angled package, and if so, you should understand why rounded corners are better-selling than right-angled ones. In addition to inspiration to achieve a package, the design of the package actually follow certain principles.
The 4C principle of packaging design
Packaging and marketing also have the same 4C combination. Customer's desires and needs, Customer needs, cost requirements to meet requirements, Convenience to achieve requirements, and communication required to achieve requirements will all have a significant impact on packaging design.
Customer's psychological packaging needs
First of all, as a good package, the designer must understand the customer's real demand for the product. For a gift, for example, the consumer may be more concerned about its packaging quality, and the size of the package will be chosen based on the use of the gift. The sent to the lover may be very delicate at the same time taboo volume is too large, but to send the general exchange of guests is still favored slightly larger package. Some products are used to highlight the honor and status of consumers. At this time, common packaging designs and materials on the market can hardly satisfy the consumer's privilege and curiosity. Only by doing some subversive designs can make the product taste. There is no competition, and Absolute Vodka is an absolute vodka.
Demand packaging costs
If it is a fast-moving consumer product that consumers need for a long time, consumers will not want to pay more for the package. There is also a situation in which it is hoped that the packaging will be simplified, because some packaging consumers will think that it is a pity to throw away, and not to throw away and take up space, the most typical of which is the tin packaging for tea. Packaging is a means to reflect the value of a product, rather than weakening the value of a product. Packaging that is too high or too low will weaken the value of the product. Therefore, it must be clear that the customer is willing to accept the product.