The real need for creativity comes directly from the packaging design that requires the delivery of brand value.
The core of any brand value system is its claim, which is what it can provide to consumers. The USP strategy, which is a unique selling point, is now considered obsolete by some marketers. In fact, we believe that the brand's USP must be rational, and this belief has long been subtly replaced. In the advertising industry, ESPs are now talking about brands, which are emotional selling points. In addition, WSP is also escaping "a unique sales personality."
However, the key connotation - that each brand should have a special proposition to offer to the consumer - still exists, whether the claim is rational, perceptual, or a combination of both. Therefore, one of the main tasks of the designers (not only the advertisers) is to convey the brand's unique claims.
Excellent packaging design with core ideas can communicate ideas more quickly, vividly, and more effectively. So what does "creative" mean in packaging design? Let us look at some examples.
In the UK soft drink market there is a brand called Tango.
Its proposition is "a truly fruitless, fascinating taste," and it supports the fact that the product is really 100% fruit juice, so it provides such an idea: Open a fruit with a pull ball, which is the fastest way to visually convey this idea. For years, although the front of the Tango cans was printed with "100% fruit," the study showed that even the most loyal drinker of the brand did not realize this fact (consumers often did not read the instructions on the package), so Need a visual creativity to achieve effective delivery.
There is a brand called Pyramint, which is positioned as "exotic addiction." Every aspect of the brand's display - product shape, package shape, pattern, and even brand name - revolves around the core idea of ​​the pyramid to express and convey the position of "exotic flavor". The new challenge is that product packaging has evolved into a combination of forms (four towers joined together to form one) and how the core ideas should be followed. In this case, the affirmation of the pyramid's ideas for brand recognition is still very important. The success of the new packaging mainly managed to keep the pattern in the pyramid, even though the shape of the packaging was no longer tower-shaped.
Let us look again at the example of Cale's Honey. The brand's position is "absolutely pure and natural honey", which makes the whole package like a glass nest directly from this orientation and is passed directly to consumers.
If a creative idea is large enough, it can work for many different products of the same brand.
The overall positioning of the Tomy brand of toys is “learning with joyâ€, and it conveys its positioning through a visual “active alphabet†of creativity. Designers invented a variety of controllable graphic symbols based on question marks, arrows, exclamation points, and musical symbols. This is a unique and distinctive visual language. By choosing specific symbols to emphasize the characteristics of each product, consumers are guided to recognize specific product names and description symbols through equivalent symbols.
This is a big idea that can produce immediate results at various levels. It must also appeal to adults and children and be understood by them; it must cross language barriers (the brand originates from Europe); it must be effective in a wide variety of different packaging forms; it must be able to convey hundreds of different features The product has a special interest, and it must give the brand a consistent overall positioning.
When the Tomy brand takes the name "Big Fun" for toys for young children, it also has to deal with hundreds of different toys. Each toy has its own special characteristics and charm. The fact of linking them is that Tomy is proud that their toys have more game value than rival toys, and that all Tomy's toys are attractive. Further, Tomy has more learning value.
Tomy does not achieve these effects through seemingly unreasonable or unrelated patterns (why all the preschool toys of the competitive brand Tlayskool are packaged in a blue plaid pattern), but through a big idea that conveys brand positioning. Uses a "learning and entertaining" visual language.
The core of any brand value system is its claim, which is what it can provide to consumers. The USP strategy, which is a unique selling point, is now considered obsolete by some marketers. In fact, we believe that the brand's USP must be rational, and this belief has long been subtly replaced. In the advertising industry, ESPs are now talking about brands, which are emotional selling points. In addition, WSP is also escaping "a unique sales personality."
However, the key connotation - that each brand should have a special proposition to offer to the consumer - still exists, whether the claim is rational, perceptual, or a combination of both. Therefore, one of the main tasks of the designers (not only the advertisers) is to convey the brand's unique claims.
Excellent packaging design with core ideas can communicate ideas more quickly, vividly, and more effectively. So what does "creative" mean in packaging design? Let us look at some examples.
In the UK soft drink market there is a brand called Tango.
Its proposition is "a truly fruitless, fascinating taste," and it supports the fact that the product is really 100% fruit juice, so it provides such an idea: Open a fruit with a pull ball, which is the fastest way to visually convey this idea. For years, although the front of the Tango cans was printed with "100% fruit," the study showed that even the most loyal drinker of the brand did not realize this fact (consumers often did not read the instructions on the package), so Need a visual creativity to achieve effective delivery.
There is a brand called Pyramint, which is positioned as "exotic addiction." Every aspect of the brand's display - product shape, package shape, pattern, and even brand name - revolves around the core idea of ​​the pyramid to express and convey the position of "exotic flavor". The new challenge is that product packaging has evolved into a combination of forms (four towers joined together to form one) and how the core ideas should be followed. In this case, the affirmation of the pyramid's ideas for brand recognition is still very important. The success of the new packaging mainly managed to keep the pattern in the pyramid, even though the shape of the packaging was no longer tower-shaped.
Let us look again at the example of Cale's Honey. The brand's position is "absolutely pure and natural honey", which makes the whole package like a glass nest directly from this orientation and is passed directly to consumers.
If a creative idea is large enough, it can work for many different products of the same brand.
The overall positioning of the Tomy brand of toys is “learning with joyâ€, and it conveys its positioning through a visual “active alphabet†of creativity. Designers invented a variety of controllable graphic symbols based on question marks, arrows, exclamation points, and musical symbols. This is a unique and distinctive visual language. By choosing specific symbols to emphasize the characteristics of each product, consumers are guided to recognize specific product names and description symbols through equivalent symbols.
This is a big idea that can produce immediate results at various levels. It must also appeal to adults and children and be understood by them; it must cross language barriers (the brand originates from Europe); it must be effective in a wide variety of different packaging forms; it must be able to convey hundreds of different features The product has a special interest, and it must give the brand a consistent overall positioning.
When the Tomy brand takes the name "Big Fun" for toys for young children, it also has to deal with hundreds of different toys. Each toy has its own special characteristics and charm. The fact of linking them is that Tomy is proud that their toys have more game value than rival toys, and that all Tomy's toys are attractive. Further, Tomy has more learning value.
Tomy does not achieve these effects through seemingly unreasonable or unrelated patterns (why all the preschool toys of the competitive brand Tlayskool are packaged in a blue plaid pattern), but through a big idea that conveys brand positioning. Uses a "learning and entertaining" visual language.
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