Health food packaging directly relates to the compatibility of health foods and packaging materials, and the effect of packaging materials on the stability of functional raw materials during the storage period of health foods. Today, health food packaging, as an integral part of the industry, has been exposed to the people.
â– Establish image: design concept is changing
Health food packaging design follows the health food management law and relevant policy regulations, how to reflect the corporate image, improve its design quality, give it the ability to obtain the consumer's psychological recognition, so that the health food has the dual attributes of health food and goods should Problems to be taken care of.
The advanced packaging includes a safety cover designed for the safety of the elderly and children; a measuring cup with an accurate measurement and convenient use for the oral liquid; and an eye-catching indication on the package. All of these provide consumer food safety information, but also have the efficacy of consumer psychology. Health food production companies should extensively solicit opinions from the market and the marketing department when designing new products or changing the packaging of old products, and may require advertising planning companies to do image design.
â– Targeting: Brand Names, Brands, and Branding
Health foods can be purchased directly at pharmacies, medicines, and supermarket counters without a doctor's prescription. The type of health food that consumers buy, which brand or manufacturer produces depends on five factors: advertising, efficacy, price, packaging, and decorating. At present, the market is mostly of the same brand of health food products but the brand is different. Experts believe that if you only publicize the product name, it is tantamount to creating a wedding dress for others, which is not conducive to establishing a brand image. You must promote the name of the health food product together with the brand name before you can understand the public.
â– Achieve communication: Pour emotion through packaging
Judging from the concept of integrated communication proposed by modern marketing, health food packaging is not just a problem in product strategy, it has become an irreplaceable medium in promotion. Consumers’ interest in products is largely dependent on widespread penetration by the mass media. However, whether or not they can contribute to the final purchase depends on the critical goal. Packaging plays a decisive role as the last stage of communication with consumers. Companies need to package the carrier to convey the connotation of the product, and also need to complete the final step of communication with the consumer through packaging.
So, how to achieve better communication in health food packaging depends on the following points:
â—†Purpose human emotion care
Interactive personalized marketing has gradually become the mainstream mode of marketing, and personalized consumption puts higher requirements on drug packaging design. In today's highly homogenized products, the packaging of products also has the phenomenon of "homogenization." Consumers are concerned about health food packaging is not a picture, not fancy, but to see whether the package reflects the respect of people's feelings, whether it has affinity, whether in the design reflects the taste and lifestyle of the target group. Those pleasing and high-grade packaging are naturally favored. From this perspective, health food packaging actually bears the responsibility of psychological treatment. It needs to relieve the patient's psychological pressure and achieve an effect that exceeds the efficacy. This requires designers to deepen their lives when designing packaging, and focus on the human nature.
â—† show packaging media features
Health food packaging information has the advantages of pertinence, persistence, expressiveness, and high reliability, which must be fully utilized. However, the packaging itself also has many deficiencies, such as poor flexibility, low information, and slow speed. Therefore, in the packaging design of health food products, comprehensive consideration should be given to flexibility and skillful selection. To make the last step of communication for a specific group of people on the packaging, we must consider these characteristics that are different from other media, so as to maximize the communication of packaging as a media.
â—† Eliminate ambiguity
In fact, the concept of competition among enterprises has changed to the overall image of the enterprise. The introduction of CI will inevitably require the corporate image to be expressed through package design. As a unique identification symbol, packaging can do exactly that.
Today, as health foods gradually become counter-productive, many forms of health food appear to be too old and have become barriers to communication with consumers. Some new styles should be used for reference. For example, the company's brand logo is printed on a transparent plastic bag, which is a complete package of French perfume. This packaging conveys the connotation of "genuine" to consumers, and this brand connotation also drives the sales of similar branded products. Health food packaging does not have to copy these practices, but it is necessary to introduce this concept. In fact, the expression of corporate image through packaging design not only benefits the dissemination of corporate image, but also reduces the burden on companies in advertising. More importantly, it strengthens consumer recognition of society and its brand, thus achieving deep communication. .
â—† Global recognition capability
With the acceleration of the integration process of international trade, health food products require packaging design to reach the international level as much as possible, and have the ability to identify the world. However, packaging design cannot be globalized for globalization. Any packaging design has its inseparable national traditional cultural background. "Only ethnic people are the world's only." Packaging can only be distinctive when it comes to local colors, and it has visual impact on counters and shelves. How packaging reflects the national style, theory and practice have different views, but as long as they understand its fundamental purpose is to communicate better with more consumers, in the packaging design process will not lose direction.
Does health food packaging convey product information accurately and vividly, is it consistent with consumer psychology, is it coordinated with corporate image, and is it capable of global recognition? This is a question worthy of consideration by the managers of each company. The market is changing and the concept is changing, but no matter how it changes, the ultimate goal will remain the same—to make the products sell well, so that the packaging will play a promotional role.
Reprinted from: China Design Online