With the continuous development of the market economy, competition has gradually shifted from price competition to non-price competition including product characteristics, after-sales services, product packaging, advertising, and trademarks. As a means of non-price competition, commodity packaging should give full play to its market competitiveness in enhancing branded goods, shape a new image of commodity packaging, and effectively promote the role of commodity sales, it must comply with the development trend of consumption, meet consumer demand for innovation, and seek for beauty. The psychology of pursuing taste and individuality infuses innovative elements in the design and implementation of product packaging. This is an inevitable trend in the design and development of commodity packaging, and it is also the fundamental way for the survival and development of enterprises.
First, the practical significance of innovative commodity packaging "Innovation is the soul of a nation's progress and an inexhaustible source of power for the country's prosperity. A nation without an innovative spirit is hard to be based on the world's forests." At the turn of the century In particular, with the advent of the era of knowledge-based economy, science and technology are advancing with each passing day, knowledge and information are spreading rapidly, and new materials and techniques are emerging. These are all results of innovation. It can be said that the driving force of development in the era of knowledge economy is innovation. In the field of science and technology, innovative production requires innovation, packaging is an indispensable part of the product, and innovation is inseparable. Especially in the fierce market competition, only innovative product packaging can give new vitality to the product image. It can be seen that packaging innovation has important practical significance.
(1) Innovation is the fundamental way to shape the new image of commodity packaging With the ever-increasing abundance of commodities and the continuous improvement of people's living standards and aesthetic interests, many commodity packaging has become outdated. Especially in the age of impression purchase, consumers’ eyes are more critical. They often choose or purchase goods based on their good impression of the company or product. As an indispensable part of product image, commodity packaging plays an important role in attracting consumers' attention and stimulating purchase demand. For those products with obsolete packaging and unsalable market, while pursuing product innovation, taking into account consumer development trends and innovatively designing product packaging, we can give products a new look and help them regain the market; and when new products are to enter the market, To leave a strong impression on consumers, we must also make a fuss about packaging innovation, develop new ideas, and create a good image of the brand and strengthen the visual impact of the brand image with a unique personality and an era-rich packaging. At present, the internationally popular commodity packaging has always strived to make a difference and pursue the novelty and modern awareness of commodity packaging. It can thus be seen that innovative commodity packaging is an effective means of changing the traditional image of branded and old products, providing an opportunity for new products to create brand names.
(II) Innovative commodity packaging is an effective means to enhance brand market competitiveness Brand is the intangible asset of a company. Under the conditions of a market economy, both producers and operators are cherishing their brands, and they expect their products to have a high reputation or become brand-name products. Because in the consumer sector, consumers are also aware of the fact that they are buying licenses. To this end, companies must shape the brand image, improve the brand's market competitiveness, and gain greater room for survival and development. Commodity packaging is not only a part of product attributes, but also a brand's mark. It is a factor that directly plays a role in the front line of marketing to consumers. It is the most effective factor for displaying the unique image of enterprises and products in a large area. Only continuous innovation, design of new, eye-catching, prominent product identification mark, pay attention to the unique personality of the product is reflected in the packaging screen, it helps consumers in many brands of products, "eyesight." At the same time, product packaging with exquisite design, deep meaning, high cultural taste, and strong modern consciousness also adds a higher added value to brand products, and helps boost the brand's good image and enhance the brand's market competitiveness.
(C) Innovative Commodity Packaging is a Powerful Weapon for Commercial Warfare Promotion In recent years, commodity packaging has also become the darling of the times because it has already broken through only the single connotation of “packagesâ€, not only as a carrier of information, a sign of the brand, but also Silent salesmen have become a powerful weapon for business war promotions. In particular, new forms of business are constantly emerging, and self-service and self-selected shopping are becoming fashionable. In a variety of open commodity shelves, a variety of goods are dazzling, dazzling, dizzying, and there are innumerable brands and specifications for similar products, making it difficult to make decisions. Practice has proved that the biggest inducing factor in the purchase decision-making process of consumers is the packaging of goods with strong visual impact. For this reason, only the innovative design of product packaging, and strengthen the visual impact in order to attract the attention of consumers, stimulate consumer demand, make the product among the many commodities, to become the consumer's preferred brand.
Second, commodity packaging innovation must conform to consumer development trends, the development of the economy, the formation of the buyer's market, so that people's consumption concepts, consumption patterns, consumer behavior has undergone great changes. In order to survive in the fierce market competition, enterprises must conform to the trend of consumer development, and at the same time product innovation, innovation in packaging, in order to meet the consumer psychology, to meet the individual pursuit of consumer innovation, beauty, and differences. It can be said that this is the need for market competition and the key to the success of corporate marketing.
(A) Meet the consumer's aesthetic taste and emotional consumer demand, and strengthen the aesthetic and decorative functions of commodity packaging In recent years, consumers' aesthetic appeal and emotional consumer demand have been increasing. In purchasing goods, they must not only obtain material enjoyment, but also have a sense of pleasure and psychological satisfaction. For this reason, they pursue all beautiful things, including exquisite packing of goods. Although the fundamental criterion for consumers to judge whether a product is good or bad is the quality of the product itself, not just the beauty and ugliness of the external decoration, but the appearance of the packaging as a commodity and the clothing, and the impression of entering the consumer with the first impression, does affect The consumer's choice of goods.
According to surveys conducted by some developed countries on consumer purchasing behavior, about 60% of consumers are attracted by beautiful packaging and decoration when they purchase goods. From this, it can be seen that the innovative design still needs to strengthen the beautifying and decorating functions of the commodity packaging, with the form of new and beautiful, new and unique patterns, simple and pleasing words, and eye-catching and pleasant colors, giving consumers a strong visual stimuli to make it psychological On the enjoyment of beauty, make the potential purchase mentality become a reality purchase behavior. Not only that, through familiarity with and valuing billions of people, it triggers associations, creates feelings, establishes consumer confidence, and serves as an important basis for long-term or habitual purchases. Therefore, to satisfy consumers' aesthetic appeal and emotional consumer demand, it is necessary to strengthen the beautifying and decorating functions of its packaging, and make it a goal of innovative design and unremitting pursuit and strive to achieve.
(B) Packaging innovation should strive to reflect the design ideas of pleasant people, in order to meet the more essential requirements of consumer convenience, dexterity, and comfort for commodity packaging. Under the buyer’s market conditions, the choice of consumption is increasing day by day, and people’s consumption behavior has also become Rational and picky. Therefore, product packaging innovation should not only be limited to beautify the decorative function, but also should consider more of consumers' more essential requirements for commodity packaging. For example, whether the use of commodity packaging is convenient, whether it is smart and portable, and whether it is compatible with the environment. The so-called pleasant design is to reflect the people-oriented design concept, from the perspective of consumers, for the sake of consumers.
For example, some innovative packaging designs in foreign countries are not only novel in design, but also reflect the idea of ​​pleasant packaging design everywhere. Recently, an innovative wine bottle emerged on the German market. The difference was that in the stopper, an opener was embedded. The consumer simply pulled the shrinking film and pulled out the opener handle. , you can pull out the cork. The traditional bottle must be driven by a spiral corkscrew to pull out the cork. Although this new type of packaging may seem simple, it relieves the worries of people who can't find a corkscrew or a cork stopper when they open a traditional bottle, so that consumers can easily and conveniently drink wine. It is no wonder that once it came out, it became a hot spot for market sales, and its mystery lies in the full expression of pleasing human design ideas. It can be said that pleasant packaging design has become the trend of innovative development of commodity packaging.
(C) comply with consumer awareness of ecological protection and green consumer demand, innovative design of ecological packaging and green packaging in the 21st century, human beings, environmental issues have increasingly become one of the hot spots of concern to countries. The extensive international community has profoundly realized that the natural environment on which human beings depend depends on effective protection, scientific and reasonable solutions to resources and environmental issues, and the improvement of people’s quality of life and the creation of a good living space for future generations. A sustainable ecological environment. As a part of the product, packaging meets production, circulation, and consumption. Due to its rapid development, excessive consumption, and serious pollution, it poses great harm and adverse impact on human life and ecological environment. With the deteriorating eco-environment, consumers’ awareness of green consumption and awareness of ecological protection are increasingly strengthened. Therefore, when consumers purchase goods, they not only pay attention to the use value of the product, but also consider the ecological value of the packaging. In particular, the emergence of green organizations and the implementation of environmental protection policies by various governments have accelerated the development of the green consumer era.
Therefore, developing green marketing, developing green products, designing green packaging and ecological packaging are the inevitable trends in the development of packaging design, and it is also the fundamental guarantee that meets consumers' awareness of ecological protection and green consumer demand. The so-called green packaging requires the packaging materials of the product to meet the hygiene standards and to meet the requirements of no pollution and no poison. The ecological packaging requires that the materials used must be conducive to the growth, survival, and recycling of the material, that is, to comply with the reduction of packaging materials, the rationalization of waste disposal, and the design and use of renewable materials or reusable, recycled packaging, etc. Claim. Only in this way can it contribute to the protection of the ecological environment and contribute to the improvement of human health and quality of life.
(D) Meet the consumer's pursuit of high-grade cultural consumer demand, to achieve the style of product packaging innovation With the advent of knowledge economy era, consumers will gain more knowledge and information, and the aesthetic level and cultural cultivation will continue to increase, consumers in When purchasing goods, it not only considers the economic durability of the goods, but also pays more attention to the cultural quality of consumption to meet the psychological needs. Therefore, the use of cultural heritage to carry out commodity packaging innovation, from the long history of the national culture and the brilliant modern culture to draw nutrition, and make it organically integrated with the characteristics of goods and information, highlighting the brand's cultural taste, in order to stimulate the public's consumption demand. Such as a winery in southern China, the innovative design of its product packaging, through the "cultural packaging" has launched "guilty out of the bath", "Taibai drunkenness", "Wu Song to fight the tiger", "Eight Immortals over the sea", "Jinyu Liangyuan" series Products are exported to foreign countries. As its packaging has a rich Chinese traditional culture style and is welcomed by overseas markets, it is hailed as “a treasure of Oriental wine cultureâ€. From this we can see that the use of cultural decoration methods, innovative design of commodity packaging, the formation of a cultural style of packaging, with distinct cultural characteristics to give the unique character of the product, which is of great significance to enhance the cultural taste of the product to meet the needs of the public's cultural consumption.
Third, several issues that should be paid attention to in innovative commodity packaging
(1) The change of ideas is the premise of packaging innovation With the development of economy and the intensification of competition, both producers, operators, and packaging designers must change the concept to recognize the necessity of commodity packaging innovation. In particular, packaging designers should not only be satisfied with basic skills such as graphic design, master computer and other modern design methods, but also understand the performance and characteristics of packaging materials, learn to use different materials for matching and composite use, but also study consumption. The trend of development and the accurate grasp of consumer psychology are the only way to make innovative product packaging have a good start and scientific premise.
(b) Accurately positioning the packaging market is the basic positioning theory of packaging innovation tells us: Do not hope that a product or brand can conquer all consumers. As an indispensable part of the overall product in the modern market, packaging must be accurately market-oriented, from analyzing the market environment, through market segmentation, carefully selecting the target market, and packaging innovation for the target market.
First, the practical significance of innovative commodity packaging "Innovation is the soul of a nation's progress and an inexhaustible source of power for the country's prosperity. A nation without an innovative spirit is hard to be based on the world's forests." At the turn of the century In particular, with the advent of the era of knowledge-based economy, science and technology are advancing with each passing day, knowledge and information are spreading rapidly, and new materials and techniques are emerging. These are all results of innovation. It can be said that the driving force of development in the era of knowledge economy is innovation. In the field of science and technology, innovative production requires innovation, packaging is an indispensable part of the product, and innovation is inseparable. Especially in the fierce market competition, only innovative product packaging can give new vitality to the product image. It can be seen that packaging innovation has important practical significance.
(1) Innovation is the fundamental way to shape the new image of commodity packaging With the ever-increasing abundance of commodities and the continuous improvement of people's living standards and aesthetic interests, many commodity packaging has become outdated. Especially in the age of impression purchase, consumers’ eyes are more critical. They often choose or purchase goods based on their good impression of the company or product. As an indispensable part of product image, commodity packaging plays an important role in attracting consumers' attention and stimulating purchase demand. For those products with obsolete packaging and unsalable market, while pursuing product innovation, taking into account consumer development trends and innovatively designing product packaging, we can give products a new look and help them regain the market; and when new products are to enter the market, To leave a strong impression on consumers, we must also make a fuss about packaging innovation, develop new ideas, and create a good image of the brand and strengthen the visual impact of the brand image with a unique personality and an era-rich packaging. At present, the internationally popular commodity packaging has always strived to make a difference and pursue the novelty and modern awareness of commodity packaging. It can thus be seen that innovative commodity packaging is an effective means of changing the traditional image of branded and old products, providing an opportunity for new products to create brand names.
(II) Innovative commodity packaging is an effective means to enhance brand market competitiveness Brand is the intangible asset of a company. Under the conditions of a market economy, both producers and operators are cherishing their brands, and they expect their products to have a high reputation or become brand-name products. Because in the consumer sector, consumers are also aware of the fact that they are buying licenses. To this end, companies must shape the brand image, improve the brand's market competitiveness, and gain greater room for survival and development. Commodity packaging is not only a part of product attributes, but also a brand's mark. It is a factor that directly plays a role in the front line of marketing to consumers. It is the most effective factor for displaying the unique image of enterprises and products in a large area. Only continuous innovation, design of new, eye-catching, prominent product identification mark, pay attention to the unique personality of the product is reflected in the packaging screen, it helps consumers in many brands of products, "eyesight." At the same time, product packaging with exquisite design, deep meaning, high cultural taste, and strong modern consciousness also adds a higher added value to brand products, and helps boost the brand's good image and enhance the brand's market competitiveness.
(C) Innovative Commodity Packaging is a Powerful Weapon for Commercial Warfare Promotion In recent years, commodity packaging has also become the darling of the times because it has already broken through only the single connotation of “packagesâ€, not only as a carrier of information, a sign of the brand, but also Silent salesmen have become a powerful weapon for business war promotions. In particular, new forms of business are constantly emerging, and self-service and self-selected shopping are becoming fashionable. In a variety of open commodity shelves, a variety of goods are dazzling, dazzling, dizzying, and there are innumerable brands and specifications for similar products, making it difficult to make decisions. Practice has proved that the biggest inducing factor in the purchase decision-making process of consumers is the packaging of goods with strong visual impact. For this reason, only the innovative design of product packaging, and strengthen the visual impact in order to attract the attention of consumers, stimulate consumer demand, make the product among the many commodities, to become the consumer's preferred brand.
Second, commodity packaging innovation must conform to consumer development trends, the development of the economy, the formation of the buyer's market, so that people's consumption concepts, consumption patterns, consumer behavior has undergone great changes. In order to survive in the fierce market competition, enterprises must conform to the trend of consumer development, and at the same time product innovation, innovation in packaging, in order to meet the consumer psychology, to meet the individual pursuit of consumer innovation, beauty, and differences. It can be said that this is the need for market competition and the key to the success of corporate marketing.
(A) Meet the consumer's aesthetic taste and emotional consumer demand, and strengthen the aesthetic and decorative functions of commodity packaging In recent years, consumers' aesthetic appeal and emotional consumer demand have been increasing. In purchasing goods, they must not only obtain material enjoyment, but also have a sense of pleasure and psychological satisfaction. For this reason, they pursue all beautiful things, including exquisite packing of goods. Although the fundamental criterion for consumers to judge whether a product is good or bad is the quality of the product itself, not just the beauty and ugliness of the external decoration, but the appearance of the packaging as a commodity and the clothing, and the impression of entering the consumer with the first impression, does affect The consumer's choice of goods.
According to surveys conducted by some developed countries on consumer purchasing behavior, about 60% of consumers are attracted by beautiful packaging and decoration when they purchase goods. From this, it can be seen that the innovative design still needs to strengthen the beautifying and decorating functions of the commodity packaging, with the form of new and beautiful, new and unique patterns, simple and pleasing words, and eye-catching and pleasant colors, giving consumers a strong visual stimuli to make it psychological On the enjoyment of beauty, make the potential purchase mentality become a reality purchase behavior. Not only that, through familiarity with and valuing billions of people, it triggers associations, creates feelings, establishes consumer confidence, and serves as an important basis for long-term or habitual purchases. Therefore, to satisfy consumers' aesthetic appeal and emotional consumer demand, it is necessary to strengthen the beautifying and decorating functions of its packaging, and make it a goal of innovative design and unremitting pursuit and strive to achieve.
(B) Packaging innovation should strive to reflect the design ideas of pleasant people, in order to meet the more essential requirements of consumer convenience, dexterity, and comfort for commodity packaging. Under the buyer’s market conditions, the choice of consumption is increasing day by day, and people’s consumption behavior has also become Rational and picky. Therefore, product packaging innovation should not only be limited to beautify the decorative function, but also should consider more of consumers' more essential requirements for commodity packaging. For example, whether the use of commodity packaging is convenient, whether it is smart and portable, and whether it is compatible with the environment. The so-called pleasant design is to reflect the people-oriented design concept, from the perspective of consumers, for the sake of consumers.
For example, some innovative packaging designs in foreign countries are not only novel in design, but also reflect the idea of ​​pleasant packaging design everywhere. Recently, an innovative wine bottle emerged on the German market. The difference was that in the stopper, an opener was embedded. The consumer simply pulled the shrinking film and pulled out the opener handle. , you can pull out the cork. The traditional bottle must be driven by a spiral corkscrew to pull out the cork. Although this new type of packaging may seem simple, it relieves the worries of people who can't find a corkscrew or a cork stopper when they open a traditional bottle, so that consumers can easily and conveniently drink wine. It is no wonder that once it came out, it became a hot spot for market sales, and its mystery lies in the full expression of pleasing human design ideas. It can be said that pleasant packaging design has become the trend of innovative development of commodity packaging.
(C) comply with consumer awareness of ecological protection and green consumer demand, innovative design of ecological packaging and green packaging in the 21st century, human beings, environmental issues have increasingly become one of the hot spots of concern to countries. The extensive international community has profoundly realized that the natural environment on which human beings depend depends on effective protection, scientific and reasonable solutions to resources and environmental issues, and the improvement of people’s quality of life and the creation of a good living space for future generations. A sustainable ecological environment. As a part of the product, packaging meets production, circulation, and consumption. Due to its rapid development, excessive consumption, and serious pollution, it poses great harm and adverse impact on human life and ecological environment. With the deteriorating eco-environment, consumers’ awareness of green consumption and awareness of ecological protection are increasingly strengthened. Therefore, when consumers purchase goods, they not only pay attention to the use value of the product, but also consider the ecological value of the packaging. In particular, the emergence of green organizations and the implementation of environmental protection policies by various governments have accelerated the development of the green consumer era.
Therefore, developing green marketing, developing green products, designing green packaging and ecological packaging are the inevitable trends in the development of packaging design, and it is also the fundamental guarantee that meets consumers' awareness of ecological protection and green consumer demand. The so-called green packaging requires the packaging materials of the product to meet the hygiene standards and to meet the requirements of no pollution and no poison. The ecological packaging requires that the materials used must be conducive to the growth, survival, and recycling of the material, that is, to comply with the reduction of packaging materials, the rationalization of waste disposal, and the design and use of renewable materials or reusable, recycled packaging, etc. Claim. Only in this way can it contribute to the protection of the ecological environment and contribute to the improvement of human health and quality of life.
(D) Meet the consumer's pursuit of high-grade cultural consumer demand, to achieve the style of product packaging innovation With the advent of knowledge economy era, consumers will gain more knowledge and information, and the aesthetic level and cultural cultivation will continue to increase, consumers in When purchasing goods, it not only considers the economic durability of the goods, but also pays more attention to the cultural quality of consumption to meet the psychological needs. Therefore, the use of cultural heritage to carry out commodity packaging innovation, from the long history of the national culture and the brilliant modern culture to draw nutrition, and make it organically integrated with the characteristics of goods and information, highlighting the brand's cultural taste, in order to stimulate the public's consumption demand. Such as a winery in southern China, the innovative design of its product packaging, through the "cultural packaging" has launched "guilty out of the bath", "Taibai drunkenness", "Wu Song to fight the tiger", "Eight Immortals over the sea", "Jinyu Liangyuan" series Products are exported to foreign countries. As its packaging has a rich Chinese traditional culture style and is welcomed by overseas markets, it is hailed as “a treasure of Oriental wine cultureâ€. From this we can see that the use of cultural decoration methods, innovative design of commodity packaging, the formation of a cultural style of packaging, with distinct cultural characteristics to give the unique character of the product, which is of great significance to enhance the cultural taste of the product to meet the needs of the public's cultural consumption.
Third, several issues that should be paid attention to in innovative commodity packaging
(1) The change of ideas is the premise of packaging innovation With the development of economy and the intensification of competition, both producers, operators, and packaging designers must change the concept to recognize the necessity of commodity packaging innovation. In particular, packaging designers should not only be satisfied with basic skills such as graphic design, master computer and other modern design methods, but also understand the performance and characteristics of packaging materials, learn to use different materials for matching and composite use, but also study consumption. The trend of development and the accurate grasp of consumer psychology are the only way to make innovative product packaging have a good start and scientific premise.
(b) Accurately positioning the packaging market is the basic positioning theory of packaging innovation tells us: Do not hope that a product or brand can conquer all consumers. As an indispensable part of the overall product in the modern market, packaging must be accurately market-oriented, from analyzing the market environment, through market segmentation, carefully selecting the target market, and packaging innovation for the target market.
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