[Chinese Packaging Network News] Packaging design encompasses both the internal and external packaging of a product, as well as accessories such as handbags, brochures, labels, and transport packaging. It involves a series of integrated concepts aimed at enhancing the product’s appeal. Accurate market positioning and packaging that meets consumer psychology can help companies stand out in a competitive market. This is a critical aspect of marketing strategy that no company can afford to overlook.
As one of the largest domestic manufacturers of donkey hide products, our company has established a comprehensive package design management process. This system ensures that all product packaging adheres to legal standards, is practical for production, and aligns with marketing goals. Our goal is to deliver packaging that not only satisfies regulatory requirements but also supports the brand's image and sales performance.
Initially, the marketing or new product development department defines the product's position based on the company's strategic plans and market research. They identify the target consumer groups, taking into account factors like age, occupation, and purchasing power. At the same time, they analyze similar products' selling points, features, and pricing to determine key visual elements for the packaging design. This includes selecting appropriate typography and visual style to effectively communicate the brand's identity and value proposition.
Once the product positioning is clear, it is passed to the design team or an external design agency. The focus here is on developing visual communication strategies and structuring the packaging. To ensure high-quality ideas, the design company should generate multiple options, considering feasibility and creativity. A wide range of stakeholders are involved in the review process, and the designs are refined based on feedback to ensure smooth production and compliance with standards.
The final design is then evaluated using 3D modeling to check for structural flaws and improve details. Additionally, the design incorporates anti-counterfeiting measures, making it easier for consumers to verify authenticity. These may include holograms, QR codes, or other security features. Such features not only protect the brand but also reinforce consumer trust in the product.
Before launching, a small-scale trial production is conducted, followed by market testing led by the research department. Feedback from the trial is used to make final adjustments before the full launch. This step ensures that the packaging is both functional and appealing in real-world conditions.
Ultimately, the execution of packaging design relies on trusted suppliers. We have strict criteria for selecting these partners, including their production quality, cost-effectiveness, delivery reliability, and flexibility. Beyond this, we also evaluate their service level—whether they can support our needs, provide training, and offer insights into materials we're less familiar with. Moreover, we look for suppliers who demonstrate a proactive approach to addressing quality issues after the fact.
Although our external packaging is typically designed by professional studios, we often require suppliers to make minor adjustments based on their production capabilities. Therefore, having an in-house design team is a key factor when choosing a packaging partner, as it allows for greater control and collaboration throughout the entire process.