[Chinese Packaging Network News] Packaging design encompasses both internal and external packaging, as well as accessories such as handbags, brochures, labels, and transport packaging. It is a comprehensive concept that integrates creative ideas to support the product throughout its lifecycle. A well-positioned and psychologically appealing packaging design can help a company stand out among competitors, making it a crucial element of a company’s overall market strategy.
As the largest domestic manufacturer of donkey hide and related products, our company has established a comprehensive package design management process. This system ensures that all product packaging designs are standardized, reviewed, and approved, while meeting legal requirements and practical application needs. Our goal is to provide packaging solutions that align with both production and marketing demands.
First, the marketing or new product development department conducts product positioning 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 in terms of selling points, features, and price points to determine the key visual elements for the new product packaging, including brand fonts and messaging. This helps ensure that the design reflects the brand’s identity and resonates with the intended audience.
Next, the product positioning is passed to the design department or an external design firm to develop visual concepts and packaging structures. To ensure high-quality and flexible options, the design team should generate multiple ideas and proposals, thoroughly evaluating their feasibility. During the review phase, as many relevant stakeholders as possible are involved to provide feedback, and the drafts are revised accordingly to ensure smooth production and compliance with all requirements.
Thirdly, the final design is refined through 3D simulations to check for any structural shortcomings and improve details continuously. Additionally, anti-counterfeiting measures are considered during this stage. These may include traditional methods like holograms, as well as more advanced techniques such as QR codes or secret marks. The aim is to protect the brand's authenticity and maintain consumer trust.
Finally, a small-scale trial production is conducted, followed by trial sales and market research led by the market research department. The results are then shared with the marketing and design teams for further adjustments before the final launch. This iterative process ensures that the packaging meets both functional and aesthetic expectations.
In the end, packaging design is carried out by our suppliers. We have strict criteria when selecting them, not only focusing on quality and cost but also on delivery time, flexibility, and overall service level. We require suppliers to be cooperative partners who can offer training and support for materials we are less familiar with. Moreover, we value their proactive approach in addressing quality issues after the fact. Although our external packaging is usually designed by professional studios, many packaging items need minor adjustments based on the supplier’s production capabilities. That’s why having an in-house design studio is a key factor in our supplier selection process.