New product packaging design and research (below)

Packaging design refers to activities related to the formulation of manufacturing techniques for the various elements of product containers and housings. Packaging is generally divided into three layers: 1 basic packaging, that is, the direct container of the product; 2 the secondary packaging is the protective layer of the basic packaging of the product; 3 shipping packaging, that is, external packaging for storage, transportation, and goods. On some packaging layers there is usually a label, which is the text and illustration of the product concerned. The packaging design is to determine the manufacturing conditions of each element in the above package composition. 

The general requirements for packaging design are: First, to promote product sales, and second, to make packaging costs low. Promoting sales can not only focus on the exquisite packaging, but ignore the promise of the product. The most important decision in packaging design is the expression of the basic consumer benefits contained in the product and the promises that are closely related to product positioning. A good packaging design is to integrate the various elements of the packaging and to unite the product promise. Great care must also be taken to adapt the packaging design to the cultural background of the product market area, especially for products entering the international market. Packaging design must comply with the national regulations on packaging, such as the provisions of the Trademark Law on the name of the package, trademarks, labels; food hygiene laws and regulations on food packaging materials and sanitary conditions. The design elements of each element are as follows:

(1) Branding and Labeling. The brand name must occupy a prominent position on the packaging, the label should be eye-catching, and the text description should be short and easy to read. 

(2) Shape. The shape of the package should be conducive to handling, storage and display. Industrial packaging should fully consider the stability and safety of the transportation process. Convenience is the first important point in the design of packaging shapes, followed by aesthetics, such as the shape of perfume bottles, chemical bottles and soy sauce bottles. 

(3) Color and hue. Color is one of the tightest elements in product packaging that relates to sales incentives. The selection of colors should change with social awareness. It is necessary to meet the requirements of the cultural background of the market and, more importantly, the use of backgrounds, the composition and deployment of shades can enhance the promise of products. 

(4) with maps. Packaging is like a shelf advertisement for a product, and a matching picture is like a picture of the advertisement. In addition to being clear and easy to understand, the drawing on the package must also highlight the product positioning. 

(5) Materials. Developing and selecting new types of packaging is an important and often important task in packaging design. The development of a new type of packaging material can sometimes rejuvenate a weak product that is in recession. 

3. Packaging Research

After the completion of the new product packaging design, as with the physical characteristics of products, but also through a series of tests to study the effectiveness of design packaging. There are three types of tests that packaging studies usually perform:

(1) Engineering test. Determine the suitability of the package for normal use. 

(2) Visual test. Determine whether the packaging layout is easy to read, whether the hue is blended, and whether the total artistic effect is sufficiently attractive to the target customer. 

(3) Preference test. Can be done separately for consumers and middlemen to determine whether they meet their preferences for packaging. After the design of the equipment is completed, it is not once and for all, but on the contrary, it will change with the changes of the environment. Packaging research is the basis for improved packaging. 

The criteria for evaluating packaging design are:

(1) Visibility. Captivating ability. The more distinguishable the package is at various angles and light intensity, the better the visibility of the package. 

(2) Informational. The ability to package product information. Those who can transmit information in the shortest time are the most informative packaging. 

(3) Positioning. The degree of homogeneity of packaging and product positioning. The more representative of the product positioning package, the better the positioning. 

(4) Usability. Refers to the extent to which the packaging is convenient and available after the product is circulated, used, and used. The better the function is completed and the more the use, the better the availability. 

The above-mentioned performance indicators of the packaging can be studied in the laboratory, can also be measured in the real market, can be tested as a whole, and can also determine a certain element of the packaging. For example, what kind of association can be caused by the color of packaging in the North American common hyphenated test or attitude measurement. 

Measuring the packaging at the sales site is undoubtedly the more important packaging research method. However, this does not mean that the package design is directly inferred from the sales of the product, because the increase or decrease in sales volume is a comprehensive response to the marketing efforts of the enterprise to adapt to market conditions. Therefore, the effect of packaging can only be measured by the consumer's reaction to the package. To this end, companies must determine the effectiveness of the packaging during the trial sale period or the product input period, develop a special monitoring system to collect relevant data, and then the analysis and evaluation by the researchers. 