1, the importance of packaging
First of all, the product is the carrier of the company to realize various benefits, and the packaging is to convey the value to the customer in a specific form. Second, packaging is the medium that represents the most contact with consumers and the lowest cost, delivering the value of brands and products. When a customer purchases a product, it first determines the value of the product through packaging, and the judgment of value is achieved not only from an aesthetic point of view, but through the information delivered by the package to satisfy or guide his potential needs.
The role that packaging can play requires that we value packaging design so that it creates new value for us. At the same time, we also need new packaging design concepts and methods to achieve this goal. Here, from the perspective of the combination of theory and practice, I discuss how “package design creates value for products.
2. Values ​​created by packaging design and ways to create value
The value of a product is mainly composed of two parts: one is the use value of the product, that is, the quality of the product. This value consumer can only feel after using it; the other part is the value of the selling point of the brand and product conveyed through the packaging design. It is used This is achieved by graphically implying the consumer's psychological feelings. Therefore, a good packaging design can not only effectively disseminate product information, but also improve the product's psychological value. When a customer purchases a product, not only must he understand the actual use value, but also can convey information hints through packaging design. He can gain many non-product benefits.
How can we create added value beyond product quality? We can use external resources and products from the following aspects to increase the value of our products.
2.1 Use of Geographical Symbols and Products
Many products are produced with high reputation and reputation. Cleverly applied to the design of packaging that symbolizes the origin of the product will make the Xiaofei people have a good association with the product. For example, the elephant trunk mountain that symbolizes Guilin is used in On the packaging, consumers will think that this is a beautiful Guilin. When selling the product to him, he also sold Guilin landscape to him, creating more added value.
2.2 Use of Humanities Culture and Products
Many products are famous because the reason for a poem or a celebrity is to skillfully use these human factors to design and increase the added value of the product.
2.3 The use of contemporary celebrities and product associations
This is a method that is currently used more often. It can use the celebrity effect to quickly increase the product's popularity and added value. For instance, Yao Ming's endorsement of McDonald's products makes it easy for consumers to connect Yao Ming's healthy, up-and-coming and dynamic products with his products and create a desire to purchase.
2.4 Use of Brands and Related Symbols to Link Products
Well-known brands and their symbols have enriched the value of the brand, and they can quickly increase the value of products by using products; the signs and symbols of other authoritative organizations are also the same, such as the Olympic logo, organic certification marks, China's well-known trademark marks, and so on.
The above available external resources that can increase the added value of products are not owned or used by all enterprises and products. Most of the products can only look for features from the product and refine these features from the perspective of demand. , Form the concept of the product, through the graphic design of the packaging design, communicate with consumers visually, so that consumers know the characteristics of the product in a short period of time, so that the package becomes a talking promoter.
When we can only dig out product features from the inside and refine the concept of packaging design, we will find that some products have characteristics, but some products are homogenized with competitive products, the characteristics are not obvious, and some products still exist to some extent Disadvantages. In response to these situations, we must use exaggerated techniques to characterize products based on the different needs of consumers before packaging design. Such as: "Huiyuan 100, 100% pure juice," with a number of emphasizing its pure; Another example: "White plus black, eat white during the day, do not sleep; night to eat black tablets, sleeping incense," the characteristics of the product and consumption The benefits that can be obtained are closely linked, and the product features are greatly enhanced through the visual performance of packaging design (black and white boxes, black and white tablets, etc.).
In the era of overproduction, homogenization of products is a major trend. Only when we are good at using themes and marketing concepts can we create more differences for our products. Such as: "Mengniu milk, special milk for Chinese astronauts", "Jinliufu, Olympic blessing" and so on, in the product did not make any changes to create a selling point. For some of the shortcomings of some products, from an angle, but highlight the characteristics of the product, such as: "a farmer orchard, three kinds of fruit, shake before drinking", originally three kinds of fruit juice made precipitation, but it used "before drinking The wide-ranging appeal of "shake it" not only avoided the shortcomings, but also hinted at the authenticity of the three fruits.
In short, whether it is from the outside or from the product itself to find the characteristics, in the development of packaging design must be extracted from the concept of the product, which is to sell the interests of consumers, that is, to meet consumer demand points. The concept of concentration is to use exaggeration, contrast, hints and other means to express the interests of the product, it can enlarge the value of the product.
(to be continued)