In the growing homogenization of goods today, we are always with UN demands to a method similar to the original form of the goods to show the difference in the customers eyes. Undoubtedly, the eye jumps its outstanding packaging design formed by the visual sensory highly discriminating evaluation, will help our products stand out from the many competing products, so that consumers pay attention to, pause, observe, appreciate and generate purchase behavior, which is best pursued by each business of the packaging design.
So many made by the designers design staff is always subjected to the negative line from the market, but these first-line marketing staff and the most difficult temptation to make clear the concept of packaging, or have more creative ideas to provide outline but always one or two pieces back to the designers that have sold their provocative packaging. In the fancy packaging is always confusing, not sure what manufacturers when selling, how to be able to move customers to design packaging?
Reflections on the packaging
The role of packaging
In discussing the topic of fast moving consumer goods packaging before, we need to reflect on the role of packaging, packaging for the product only to find out the real role, and take into account the specific design requirements in order to design a fast moving consumer goods packaging conquering force.
First, the product has a certain form of packaging. In many cases, no form is difficult to display or demonstrate products, such as beverages, cigarettes and other products, no packaging costs big not to mention the display, but also achieving the desired effects;
Secondly, the packaging of the product quality has some protective effect. Such as “Qiaqia” seeds of the packaging is airtight Hong peritoneum, so that “Qiaqia” “Hundred cooked word of mouth” and was able to preserve the unique selling proposition, or “flavor” has changed, consumers what means love you?
Again, packaging can make the product different from competitors. To potato chips, for example, “Pringles” potato chips thanks to drum packaging, it is easy to potato chips and other plastic packaging to differ, easy to identify the consumers;
In addition, the packaging instructions to both the consumer role. Many products have a special attraction determines the diameter of its consumption is not the same, this time on the package design must have enough information to consumer awareness of its special nature, otherwise it will result in products of poor communication;
Finally, the packaging to make products with a portability. To beverages, for example, from the bulk to the glass containers, has been developed to today’s PTT bottles, more important is to consider the consumer’s “mobility.” Another reason why drink bottled beverages and wrapped differences in the capacity to generate, it is mainly on account of consumer mobility.
The basis for further understanding of the role of packaging, the contrast around your product packaging, not difficult to find such a fact: a lot of fast moving consumer goods packaging design packaging reflects basically only one to two effects, there is no move consumers possibilities.
The common drawbacks of packaging design
A dazzling array of packaging, the customer is always just preferred to choose their own products, in addition to the visibility of the product itself and satisfaction outside the discourse of packaging design is affecting consumers make purchasing decisions. Both a major role in the packaging, the packaging to sit back and relax from? In actual fact, the packaging design of some drawbacks, often pick up the product from the shelves to the original customer’s hand and put down, opting instead for the other similar products, this time, packaging defects need to know where is?
In the fast moving consumer goods packaging, the common design defects are as follows:
Packaging does not highlight the product’s selling proposition
Products through packaging design to meet the demands of consumers and vesting, and when the lack of a product packaging design theme, the theme is very easy to lose to a competing product, which is the product of the selling proposition is inhibited. When consumers in the choice of bags of candy, the same price he would choose the words and festive red logo of the brand or brands in general it only words? The result is self-evident.
Packaging design and product content of diametrically opposed
Some companies package design undertaken by the printing, and printing the design capacity is often uneven, some small printing plant design usually is striking. Such as eating plum is obviously designed the packaging, but in the bag, the pattern printed on the flowers, this time consumers will feel that somehow, in the careful observation for questioning after the product level will normally give up to buy.
Flashy packaging
Some product differentiation in order to achieve the purpose, often used to take the “shortcut”, that is, not through the formation of different product itself, but through the packing of the “luxury line” to form different, but often not worth the candle. If a brand of eggs, as do a luxury packaging, consumers have jokes that are reluctant to buy back the thing to eat, can not bear to throw that box, the results simply do not buy. Thus, the excessive packaging of luxury-quality products if the lack of support, tend to be regarded as a gimmick, and ultimately no one cheered off a slick results.
Packaging does not meet the behavior
A function of the domestic beverage brand, its target is the large amount of exercise, while the packaging is glass. Here there is a problem, and the glass itself is fragile, in the protection of their physical behavior, the function of type of sports drink bottles is clearly difficult to be respected. Furthermore, a number of snack food in the package design field often overlooked issue, which is packed too heavy, many products are not as large or easy to carry the weight, or packaging easily deformed and lose more market opportunities, these are ignored behavior results.
Out of tune with the trend of the packaging
Today, although the packaging of corporate behavior, but the real trend of the existence of phenomena, such as environmentally friendly packaging and pretending not to be taken lightly. The most direct reflection of environmentally friendly packaging business to consumer concern about the extent of such enterprises easy access to consumer recognition. Such as direct selling Amway products, the basic use of environmentally friendly recycled packaging, this packaging can not only protect the environment, but also can maximize the protective nature of the product does not change.
Avoid the defects in packaging design, and covers the general features, we’ll almost always from the packaging? The answer is no, what we need is to move consumers of packaging and how we can get the design of such packaging design inspiration?
Rely on to impress consumers?
Inspiration comes from life
Good packaging design should be a spirituality, which itself will speak; good packaging comes from life, it may be traced back to a life of details. Spirituality is packaged product content packaging can, in contrast, can reflect the characteristics of the product itself impress consumers.
There is a market called “wild fruits of life,” the juice packaging is very attractive, but the initial attraction is the name of this juice, when you get a hand blender, you will be touched by a pattern that is the two guys playing with a bamboo pole sub-scenes wild fruits, including wild fruits play a kid play pole, a baby girl was then at the bottom with Budou. Many consumers, particularly in rural areas have lived in this scene is definitely consumer memory deep, although not remember what play wild fruit, but the memory of the scene is still so deep, the kind of joy and harvest is to finish, even if consumers did not have these experiences because of the pattern will begin to look forward to the kind of vivid life. This is a living from the influence of packaging design.
Inspired by history
There are many cultural product itself is useful, but because the designers of the lack of follow-up of history and humanities content of the product knowledge, design and packaging are often the product quality can not be demonstrated. Once a product of its historical appearance closer to recovery, consumers will often overwhelmed, “mist green” tea is a good example. The history of tea before at the resumption of its packaging designers have access to a lot of tea, historical data, although the picture has not been corroborated, but the combination of information designers concluded that the history of the “mist green” is canopic jars packed with. After analysis-type canopic jars at the time, designers now use a “mist green” packaging canopic jars. Gothenburg, Sweden later wreck was salvaged, the above immersion in the sea for nearly a hundred years of “mist green” packaging used in the design and the designers actually very close! This close to the historical appearance of the packaging makes the tea taste consumers have attracted much attention and highlight the favor.
Inspired by feelings
Good packaging is the real implication of emotional appeal in which, without the emotional appeal of the merchandise sales are very low in the “selling”, move the consumer is nonsense. Brands of chocolate available in the market, its design is always to move people, and red roses you give your favorite people, snow-house style with your family give you the most fondly … …
Contains a wealth of emotional appeal of chocolate is no longer just the embodiment of sweet, different packaging design can make it metamorphosed into an angel, Santa Claus, friendship, so that the packaging so that consumers will always be touched, and even forget it’s cheap price.
Inspired by the details
Some people say that marketing is now a separate group times, consumers need businesses to observe, understand and meet him up from the details. The same is true packaging, the packaging of a move consumers should reflect the manufacturers of the consumer’s attention to detail about.
Zhejiang has a little guy fruit milk, which launched a successful solution of the rotating lid reference fruit milk with a straw when the problem of secondary pollution. Is a highly regarded children’s groups, and children is the most “casual” consumers, a straw to drink with a dirty hand fruit milk products seem to be commonplace, and the rotation of the small guy to open by turning the sealing cap after packaging can be invoked to eliminate the use of straw in the secondary pollution, but also makes it easier to drink fruit milk. The details of the company for the little guy earn substantial profits, only Robust, this sense tort paid milk has already reached tens of millions, this is the attention to detail of the package’s success.
In the supermarket, there is a phenomenon worthy of attention, and a product packaging angular corners and some packaging is sleek, rounded corners are always selling a little faster than the right angle, why? Have you ever been scratched off the skin right angle package, if any, understand why the best-selling rounded than the right angle of the bar.
In addition to inspiration can achieve a packing, packaging design actually still follow certain principles.
4C packaging design principles
Packaging and marketing portfolio as there are also 4C, the customer desires and needs of Customer need, to meet the needs of the cost of Cost, demand for the convenience of achieving Convenience, to achieve the necessary communication needs of Communication, will have an important impact on packaging design.
The psychological needs of customers packing
First, as a good packaging, designers have to figure out the real needs of the customer for the product. Such as gifts, consumers may be more concerned about the quality of its packaging, while the size of the package will be based on the use of gifts to choose. A lover of the taboo may be refined at the same time too large, and give the guests or between general favor packaging Standees slightly larger.
Some products are used to highlight the honor and status of the consumer, then the common market, packaging design and materials is difficult to meet the consumer’s dignity and psychological adventures, and only some subversive design can make the product quality not with the Commander, typically a brand Absolute Vodka Absolute Vodka.
Costs of packaging needs
If it is long-term needs of the fast moving consumer goods consumers, the consumers will not want to pay more to buy the packaging cost. There is hope the packing simplify a situation, because some of the packaging that consumers will throw a pity, do not throw away another space, the most typical tin of tea to be packaged.
Packaging is used to reflect the value of the product, rather than a means of weakening the value of the product, too high or too low will weaken the value of the product packaging, the product must therefore be clear that the customer willing to bear the cost of packaging needs.
Large bottle of Sprite soft drink prices are not more cost-effective than the vial? Bulk of biscuits out of the same manufacturer’s carton is also cheaper compared to point? This is the omitted part of the packaging makes the part of lower costs, but more can cause rational consumers desire to buy.
Demand for convenient packaging to achieve
A packaging weight, easy to open the extent of packaging, packaging, convenience of carrying, etc., will influence the purchasing decisions made by consumers. Consumers expect packaging is often implied in which consumer convenience, many of the former in order to open the plastic packaging has to use teeth or scissors, and now the majority of such packaging is a little mouth, gently said something they can open the consumption, which is Taking into account the needs of convenience.
Demand for packaging to achieve communication
Careful consumers will find that many of today’s packaging is no longer just simple text or images, often a customer’s packaging is always impressive and illustrated. Such as “Wang Zi” cartoon graphics and milk cans, “Look, look put me drink,” the words, consumers see make a big cartoon characters have been happy, to see sensational phrase slogan, How can we not picked up the can of drink it?
Another example is some of the history and the humanities implication products, often have a very beautiful language of the mix, enough to power of words, a moment’s mental state to lead the consumer, such as Remy Martin Champagne Cognac manual is an example of such communication. When a product’s packaging can be graphic or text to and consumers of ideas, or lead consumers to aspire to, this product package is undoubtedly very successful.
In fact, packaging can be divided into two types, namely, rational packaging and packaging emotional and rational rational consumer choice in most cases the packaging, and emotional sensitivity of consumers usually select only the product packaging. So, you decided to move through the consumer packaging design before, do have some thoughts, you need to impress the consumer is rational or emotional, where they make a purchase decision is rational or emotional … …
