How Brand Packaging Catches Market Innovative Design

For a long time, brand packaging designers and even brand owners have discovered that most consumers immediately engage in purchasing decisions when facing the product. In today's oversupplying competitive market, consumers have plenty of choices when faced with products. The US Wall Street Journal pointed out in the article “Consumer Product Showcase” that consumers can choose more than 100,000 products in supermarkets. , To be popular among consumers in the overwhelming brand, marketing tactics have to be improved.

In terms of access, it is bound to face more competition conditions in order to compete for limited retail counters. For example, if a manufacturer is on the shelves for 7-11, it must pay a huge amount of on-site fees, and other strong supermarkets or warehousing companies are also the same. Sales of good department stores such as Sogo Zhongxiao Shop are hard to find.

The purpose of making a debut on the route and competing with the people and horses on the ground is nothing more than an easy-to-show position. Products have the opportunity to miss their faces. If there are attractive packages, they will certainly attract consumers' attention. Therefore, they must pay more attention to 5P in marketing 4P, that is, the influence of packages.

How to make the product appear on the display when the product is displayed, so that consumers can recognize it at a glance and then try to purchase it, showing the importance of product packaging design. But when we look closely at supermarkets, almost all product packaging designs are stereotyped, with the same shape, size, and color, we can't see unique product packaging designs.

Any 3D animator will tell you that the product must stand out and the product must look different. Such as Toblerone triangle chocolate packaging, Heineken green wine bottle, bottled Coca-Cola, these international famous brands overthrow the general packaging rules, creating a lofty position. However, when some successful brands innovate in packaging design, it is through discussions among marketing staff that they can stand out from the opposition.

Why in the consumer product market, innovation is considered a necessary strategy, but it is rejected by marketers. The main reason is that marketers are risk avoiders and only pursue short-term benefits. Therefore, there are many new products and new packaging designs that are dead in the early stages of conception. The marketing staff are deeply afraid that consumers will doubt any new things and are not afraid to buy them. Since most conservative consumers combine marketing managers, they are reluctant to try out some innovative products. The consumer product market and the auto industry are full of me-too products, product line extensions and a few product changes.

In fact, in addition to conservative consumers, there are still innovative consumers on the market. They are reluctant to use new ideas and breakthrough products. Unfortunately, most companies are still conservative.
A survey conducted by the Charter Institute of Marketing in the United Kingdom several years ago found that 33% of respondents believe that innovation can create strategic competitive advantages for companies, but 42% of respondents agree that their corporate culture does not encourage innovation. The above findings show that there is still a long way to go before the innovation process has yet to deepen its corporate culture.

When the triangular chocolate was introduced in 1908, it was considered as difficult and risky as the original proposal for burrowing in the middle of mints 40 years ago. However, it was known for its innovative packaging. Companies that dare to innovate often enjoy the growth of jump-type performance.

Positioning in the era of packaging design and innovative thinking

Original thinking of innovation is a dynamic concept. In terms of packaging design innovation, different eras and different economic and cultural factors have given packaging design different missions. Therefore, the connotation of its innovative thinking naturally varies.

In the era of products, due to the underdevelopment of the economy, the market is in a condition of less than supply, the number of products is limited, and the seller's market naturally lacks competition. In this period, the practicality of the products exceeds the aesthetics of the products. Therefore, the innovative thinking of packaging design in this period focused on how to effectively protect products and widely advertised.

Nowadays, due to the economic development and advancement of science and technology, productivity has been greatly improved. The abundance of material products allows consumers to have more choices. The same product on the market will come from different manufacturers. In this situation, the image begins to occupy an important position in the sales of products. The outstanding feature of this period is that a large number of enterprises have established their own corporate image. The new corporate image not only means that the company has a distinctive image status in the public mind, but also requires that its product packaging design can become part of the corporate image, and Reflect the spirit of the enterprise. During this period, the innovative thinking in packaging design mainly reflected in the exquisite design of packaging in terms of forms, patterns, colors, and printing processes.

In the era of positioning, with the abundance of commodities and intensified competition, the sale of commodities in a saturated market is facing unprecedented difficulties. The same products, the same exquisite packaging, the market everywhere, consumers have greater choice, the role of the consumer and producer conversion is also quietly taking place, the market is also changed from the seller's market to the buyer's market. The increase in productivity has led people to no longer pay attention to what the company can produce, but what the consumer needs, especially as the demand for personalization is growing. The concern for people is mentioned first, and this requires positioning. However, what is positioning? Simply put, the essence of "position" is to establish a suitable position for the product in the mind of potential consumers. Its premise is the market, the purpose is to explore the consumer's psychology.

What kind of innovative thinking should packaging designers have in the positioning era? It is not only reflected in the revamping of the design. Although it is still an indispensable element in the packaging design, the changes of the times have prompted the packaging design to keep pace with the times. The diversification of the market makes the packaging design innovative. More factors should be accommodated: Focusing on finding new sources from the needs of consumers, that is, on innovation based on insights into the consumer base.

When it comes to positioning the era of innovative thinking in product packaging design, it is no longer the wishful thinking of designers and companies. Designers used to fall into this kind of thinking mistake: When it comes to design innovation, it is to display something new and unique on the screen, not to or not actively understand what the market needs, what consumers need, and design often becomes the subjective of the designer. Judging the product, the result can not be recognized by consumers. We know that achieving product sales success in marketing strategy is the highest goal of the strategy. In order to achieve the success of this strategy, different tactics are needed. Packaging design is only one of the means to promote packaging sales. Therefore, the innovation of packaging design is to establish the design thinking that meets the requirements of the overall marketing strategy. Each product's marketing activities have targeted consumers. The target consumer's needs are the fundamental basis and starting point for marketing activities such as developing new products, promoting products, and promoting products. The purpose of marketing is to impress target consumers and finally realize the purchase of products, that is, to think of consumers and press the "buttons of mind" of consumers. In addition to the need for clear and specific product information, designers need to create a good impression on consumers and influence consumers' attitudes until purchases are made. In a sense, packaging design has become an information dissemination activity that promotes the psychological changes of consumers by cooperating with advertisements and sales personnel. Therefore, there must be breakthroughs and innovations in packaging design. This requires both the designer's spiritual thinking and scientific research and creative thinking.

The so-called research is to find the target consumers. Meeting the needs of the target consumer is the fundamental purpose of the company's production and operation. Designers need to find the target consumer's needs sensitively, and turn rational analysis into visual language. In addition to innovation in graphics, color, and form, the most important aspect of packaging design is to meet the needs of product marketing strategies and to create packaging that meets the needs of target consumers. Otherwise, even the best ideas are passive water. No wood for this.

The characteristics and needs of the target consumers are analyzed, the direction of the product marketing strategy is clarified, and the product packaging design based on this will not be targeted. So, what are the effective innovative thinking methods in the specific design? It should be said that the method is endless, and the author only proposes the following points:

Emotional experience

Creating images that resonate with consumer experiences can easily arouse similar consumer sentiments. According to surveys, emotion plays an important role in memory, and the brain tends to be emotional rather than conceptual. Emotions can stimulate behavior, provide characteristics, choose orientation, and awaken other motivations. Consumers are always willing to choose things that are similar to their emotional experiences. For example: We are willing to choose Nestle Coffee because its packaging design always creates a relaxing and exciting feeling for people, which is the same as the feeling we live when we drink coffee. For example, in the packaging design of baby products, the image of the mother's care for the child is often used to reflect the characteristics of the product.

Reverse Thinking

The proliferation of commodities has made consumers look familiar with similar packaging on the market, and packaging design seems to be tricky, but clever designers can always dig out gold. The most successful case in recent times is the packaging design of “Bao Bao Steam”. In the face of the proliferation of juice drinks in the market, it is extremely difficult to get a share of it. Whether it is through the promotion of star images or the nutritional value of publicity juices, there is no shortage of people, and it is difficult to break into the minds of consumers. Therefore, Jianlibao Company specializes in young people's consumers, using the psychology of young people to seek newness and coolness, launching fruit steam series products, boldly adopting a black bottle design, unique in the fruit beverage market this summer, attracting a large number of Young consumers. The packaging design of “Bao Bao Steam” has also become a successful case under the guidance of marketing strategy.

Traditional strategy

Every ethnic group has its own long-standing cultural tradition. This is a feeling that everyone can't give up. Traditional art forms such as paper-cut patterns and blue calico patterns are still popular today. In the modern market, traditional packaging The use of forms and packaging materials in design will greatly appeal to consumers. The packaging design of moon cake boxes is one of the examples in the traditional form. It fully reflects China's traditional features in terms of colors, patterns, fonts, materials, and packaging forms. In addition, there are many packages of proprietary Chinese medicines on the market that use traditional patterns, which not only embody the characteristics of Chinese medicine, but also give consumers a sense of trust in them.

Similarly, many products have their own history and culture, excavate the product's unique cultural connotation, and integrate into the packaging design will also become a product of great selling point. For example, Meizhou Laojiao is a famous Chinese wine with a long history. Its major feature is that it owns a wine cellar with a history of several hundred years and has been established as a national cultural relic. As the saying goes, wine is a fragrance of Chen. There is a psychological demand for consumers, so its packaging design takes full advantage of this cultural tradition, highlights its long history, and is unique in its category of alcoholic products.

Tailored

In today's society, more and more individualized demands are emerging. Different individualized requirements in packaging design will also bring business opportunities to product sales. For example, serializing different types of products of the same category can be divided into the elderly, young people, and children; they can be divided into men and women. According to the needs of different levels of different designs, highlighting many aspects of demand. In the appearance of the package can even take the consumer's free combination, so that consumers according to their needs, choose different sizes, materials, patterns of packaging, to meet different tastes and hobbies.

Back to nature

While the development of society has created great material wealth, it also imposes a heavy burden on environmental resources. The concept of environmental protection has become one of the most important issues of concern to everyone in today's society. In the past, some packaging designs were often extremely luxurious, causing great waste of resources and environmental pollution. therefore