Packaging Design Positioning: Dressing Products

The importance of commodity packaging in modern marketing activities has become increasingly prominent. "Packaging" has become the "first impression" of products entering the eyes of consumers, and has become a decisive factor influencing customers' purchase behavior. In a sense, the positioning of the packaging design is actually the positioning of the product and the clothing for the product.

Packaging styling positioning is the positioning of the packaging design, belonging to the scope of practical art. There are two main purposes of modeling positioning: convenience and aesthetics. Both of these positionings can win the favor of consumers.

Japan has a company called Morinaga, which operates ketchup. Tomato ketchup is one of the most popular sauces for the Japanese people. Therefore, the sales volume is very large and the competition is fierce. Of the many operators, Kagome and Morinaga are among the top companies. For a long time, the amount of brilliance of Kagome was twice that of Morinaga. Morinaga's boss repeatedly studied his own deficiencies, but the facts show that the quality of Komei, like advertising, advertising even more than his opponent. When no reason could be found, the boss launched the company's employees to give advice and suggestions. A salesman introduced: The tomato sauce is bottle-topped, big enough to put a spoon into it. The boss immediately adopted it and put it into production. The result was very successful. The sales volume increased rapidly. In less than six months, Morinaga's sales exceeded Kagome. One year later, it occupied most of Japan's market. Originally, Morinaga's ketchup, like other companies, used glass packaging in the shape of beer or soy sauce. Because the mouth of the bottle is too small, consumers must shake it and pour the bottle in reverse before the ketchup can flow out slowly. However, after Morinaga has changed the bottle mouth, it is much more convenient for consumers to use it. Visible small bottles, there are large articles.

The United States has a company that produces beer, Rolling Rock, and has been doing well since its inception in 1939. However, sales fell sharply after entering the 1980s and eventually had to be sold to the Labat family. The new company is the marketing expert John Chapel. When Chapel took office, he made drastic changes to the company. One of the measures was to change the shape of beer bottles. He redesigned a green flask and painted it with a conspicuous art deco. It looked like a hand-painted one. It was very compelling in many beers. It made Rolling-Rocker beer not a popular product and had a high school. quality. This kind of bottle is not so much a packaging as a decoration, but many consumers think that the beer in the bottle is better. Later, when Rollin Rock beer sales rose steadily, people asked about their mysteries. Chapper answered: "The green bottle is the key to establishing our competitive advantage."

For many years, the experiment of tasting beer from home with his eyes closed can be repeated over and over again, with a view to judging the taste and quality of a certain beer through a large number of investigations. When beer bottles appeared, beer packages immediately changed the way people tasted beer. The magical power of packaging is an indisputable fact.

Text is one of the basic elements of packaging and decorating. Any commodity packaging can't be short of words. All information that cannot be directly expressed by visual images can be expressed in words. The text indicates the brand name of the product and describes the product's specifications, quantity, ingredients, origin, use, efficacy, and usage method. Through the transmission of beautiful texts on the packaging, people will be interested in the goods, arouse people's association, so that consumers feel more cordial.

In China's milk powder market, imported milk powder accounts for a large market share. By comparison, it can be found that the domestic milk powder packaging design is not ideal, not only the color of the front of the milk powder bag is unreasonable and the pattern is dull, but the back content is very few and very simple. The content of imported milk powder bags is very rich. It includes important matters, matters needing attention, feeding tables, consumption and reconstitution methods of tea utensils, nutrition information, nutrient content table, production date, and site, as long as it is about milk powder feeding. All kinds of baby information can be found on the packaging of imported milk powder. Maybe some people think more, but young mothers will find it absolutely useful. In fact, these materials are the only driving force that has been guiding young parents to repeat purchases. In particular, those graphics and forms, in the eyes of the Chinese, represent authority and represent a formal, professional, and formal thing. These charts and various materials make young parents very signal that this product , I believe that the quality of this product is superior.

In fact, most of the raw materials used for imported milk powder in the Chinese market are processed from Chinese-sourced milk sauce. Domestic and foreign brands of milk powder use the same source of milk, the same processing technology, add almost the same trace elements, but the price and market share are quite different, what are the reasons? I am afraid that it is not unrelated to domestic manufacturers to ignore packaging instructions. Imported milk powder will accurately tell the customer how many grams of milk powder is given in the packaging instructions. This responsible attitude is actually the best respect for consumers. It is not difficult for us to understand that imported milk powder can successfully occupy the market of high- and mid-range milk powder in China. Various suggestions and instructions from nutrition experts on packaging instructions are powerful means for promotion.