The highest function of packaging design - sales force

China Packaging Network: It is well known that packaging design can be described as an important part of the development process of new products. The ultimate function of packaging design is to realize its sales force through packaging. Because product packaging is for sales, attracting consumers through packaging and communicating relevant product information, this indirect sales force truly realizes the value and significance of product packaging.

Let us now analyze how product packaging can generate sales force.

Looking at the three major steps of the customer's purchase process: See the product - impressed by the product - to generate a purchase. These three steps will determine what features our product packaging focuses on.

1, visual impact function. Products that cannot be seen cannot be purchased! This is a well-known display theorem. On a dazzling supermarket shelf, whoever's products can enter the consumer's line of sight can be purchased, and there is no chance of sales. We may not realize that some of the brands displayed on the shelves are not in the sight or mind of consumers at all. China Packaging Network Xiao Bian once investigated that when asked about a certain brand on the shelf, more than half of the customers who just came out of the shelf area did not even see it. Therefore, it is well-deserved to list visual impact as the first function of packaging design, which is the premise and basis for realizing sales.

2, information transmission function. Being seen is only a prerequisite and foundation for realizing sales. To impress customers, you have to rely on the charm of the brand itself. "who am I? What can "I" bring to customers? Can "I" make customers like it? ... The packaging design requires eye-catching messages that can touch consumers. This information is presented to the customer in a concise and prominent manner, giving the customer a rational purchase reason.

3, aesthetic pleasure function. This requires that our product packaging be beautiful, can give customers a pleasing sensation, can seduce customers' desires, and give customers a sensible purchase reason.

4, personalized features. Personalized packaging often depends on factors such as your brand positioning, brand personality, brand segmentation, and channel type. The distinct product packaging helps customers to judge in the same product, saving time and convenience. Personalization not only distinguishes your brand from your opponent, but also gives your customer a preconceived memory.

5, texture function. In essence, the customer is most concerned about the quality of the product, but the quality of the product is often the customer can not immediately determine, and the customer can only from the side to prove the quality of the product, such as the brand's corporate background, brand accumulation, advertising, friends and other recommendations. The customers' judgments are essentially the quality of the products. In addition to the above factors, product packaging is also an important indicator of the quality of the customer.

6, additional value function. Packaging design is one of the ways to create added value for goods. "Packaging is often more important than the product inside." This statement reveals the meaning of the package's added value orientation.

7, convenient customer function. The convenience of packaging is also one of the factors that customers decide to purchase. Whether the packaging specification meets the customer's usage and storage habits, whether the packaging is easy for customers to pick up, whether the price due to the packaging capacity or specification exceeds the customer's payline, and whether it is convenient for customers to try to purchase. When designing packaging, we can achieve "people-oriented" from these details, and it is really good packaging.

8, self sales function. In addition to advertising, shopping guides and other means, more often than not, direct communication with the customer is done face-to-face through packaging. Therefore, a good packaging design must be found in the customer's 3-second quick review and within 15 seconds. Through the brand's comprehensive information touched its desire to buy. Therefore, a successful packaging design can easily achieve the purpose of self-selling goods. The self-sales function is also the result of the above-mentioned functions.

So, what aspects should we start with to represent these features of product packaging?

1, from the display environment, packaging color, pattern, style and other aspects to create brand visual impact.

Color is the primary factor that draws customers' attention. Among the many elements of packaging design, a pleasing color is bound to leap into the customer's eyes first, followed by other design elements, so putting the good color in the first element of the visual impact.

The choice of colors must consider an important related element - the display environment. The visual impact on your desk is not equal to that in the shelf display area. Your brand color must escape from the colorful shelf area. It should be said that this is a more difficult thing to grasp. If you are not careful, you will be similar. How to avoid it? This requires that we first be familiar with the exhibition environment, know what can be and what can not be done; secondly, we must carry out color innovation, not be too popular and popularized.

The vivid patterns and unique styles are also effective means to distinguish competitors and escape from the display environment. At the same time, vivid patterns and styles also induce customers to buy impulses. Regardless of the display environment, it is difficult to create a strong visual impact by simply designing the color of a closed door based on brand personality or brand style.

2, from the brand positioning, brand current status to convey brand information and personalized face.

Through the positioning of its own brand, it is clear what kind of faction it is, what kind of people, and what kind of suitable channels are chosen, so as to determine the design style and brand theme of the brand. The brand theme enriches important brand information that consumers care about, such as brand name and brand main interest point.

The current position of the brand determines what attitudes we take in treating the elements of the brand theme. The status of different elements is different from the order of the primary and secondary elements. In general, companies that cultivate brand awareness will highlight the brand name as the main element, followed by the brand's main interests. However, if the company does not cultivate brand awareness, the brand is merely a code name to facilitate the presentation, and now does not expect it to use the future, we need to rethink the order of the above elements. For consumers, the temptation of a new brand with no background is zero. At this time, sales rely on product interest points rather than brands.

What is more, some enterprises, especially those with scarce talents, do not have sales teams and refined sales methods. They rely on the traditional circulation channels to promote low-end, low-end consumer groups without having to innovate in product packaging. "Imitation" or "傍" type of take-ism is their best choice. Customer's mistakes are the best opportunities for them to achieve sales. This is also a living method that determines the means of survival.

3, according to channel differences and price positioning to create a moderate value-added, quality, aesthetic packaging.

The added value of product packaging and the design of the sense of beauty, quality, brand points of interest and packaging materials, etc. are complementary to each other, according to the differences between channels to create a package with a modest added value, quality and beauty is more realistic. Different channel orientations determine the shape, color, material, etc. of the package. For example, high-end cosmetics brands are often displayed in video cabinets or other specific environments. There are many comprehensive marketing methods, and the products themselves do not need to jump out of words. Therefore, design focuses on pursuing aesthetics and packaging materials, and can achieve a high degree of unity of aesthetics and sales force. . The high-end cosmetics brand has simple content on the packaging, slim picture, distinctive personality, elegant color, excellent material, and outstanding. But if you put it on the shelves, they may not be the easiest to find. Even if they are found, they are difficult to be recognized by consumers as a high-end brand, which means that it is difficult to achieve its high value-added functions. The shelf brand oriented by Shang Chaochao is more focused on the added value of brand creation by brand positioning, brand interest points, and the visual effects of packaging.

4, pay attention to balance, in order to achieve a harmonious layout of the elements.

Packaging design also requires layout harmony, which requires us to balance the design elements. Too much emphasis on one aspect, paranoid to extreme is a wrong practice. We emphasized non-beauty

Learning factors do not mean that aesthetics or aesthetics can be neglected. Aesthetics is still an important foundation for design. We only add more market factors to the aesthetics so that the external factors can play its due role.

Use, if can take into account at the same time, that is the most ideal ending.

As a designer of packaging, it should be clearly understood that the design of product packaging must be based on the market. Therefore, from the perspective of the market, sales are really "beautiful."