Third, rely on what impressed consumers?
Inspired by life
A good packaging design should be spiritual, it will speak for itself; good packaging comes from life, it may be a trace of the details of a life. The spirituality of packaging means that packaging can make the connotation of the product appealing, and it can best reflect the traits that the product itself impresses consumers.
There is a fruit juice package called “Life of Wild Fruits†on the market which is very attractive, but the name of the juice is attractive at first. When you bring the juice to your hand, you are moved by a pattern. It was a scene in which two villains used bamboo rafts to fight wild fruits. One of the boys played wild fruits and a baby girl was under a cloth pocket. Many consumers, especially those who once lived in rural areas, must have been deeply impressed by this scene. Although it is not clear what the fruits of the fight, the memory of the scene is still so profound, that happiness and The harvest is hopeful, and even those consumers who have not had such experience will start to live that life because of the vividness of the pattern. This is the influence of a packaging design derived from life.
Inspired by history
There are many commodities that are very cultural in nature, but because the follow-up designers lack understanding of the history and humanistic connotation of the product, the designed packaging often does not demonstrate the quality of the product. Once a product is able to restore its historical features closer, it will often also impress consumers, and the “Mist of the fog†tea is a good example. Before restoring this famous tea, its packaging designer also consulted a large amount of tea historical data. Although it has not been supported by the picture, the conclusion drawn by various information designers is that the history of “green fog†is Packaged in porcelain jars. After analyzing the porcelain can type at that time, the designer designed the now-used "Mount Li Qing" packaging porcelain jar. The Swedish Goethe fort wreck was later salvaged. The packaging used in the fog in the sea for nearly a hundred years was very close to what the designer designed! This packaging, which is close to the original appearance of the history, makes the quality of this tea prominent and has attracted consumers' attention and favor.
Inspired by feelings
The real good packaging is implicated in emotional appeal. In the absence of emotional appeal, the sale of goods is a very low-level “sellingâ€, and it is nonsense to impress consumers. There is a brand of chocolate on the market, its design can always move people, red roses let you give it to your favorite people, snow with the shape of the house to give you the most mournful family ... ...
The chocolate that contains the emotional appeal is no longer just a sweet incarnation. Different packaging designs may transform it into angels, Santa Clauses, and friendships. Such a package will always make consumers feel touched and forget its unfair price.
Inspired by the details
Some people say that today is an era of segmented marketing. Consumers need businesses to observe, understand and meet him from the details. The same is true of packaging, and a package that impresses consumers should reflect manufacturers' attention to the details of consumers.
Zhejiang has a little bit of fruit milk. It introduced a rotary lid to successfully solve the problem of secondary pollution when using straws to refer to fruit milk. Children are a highly valued group, and children are the most “sloppy†consumers. It seems commonplace to use a dirty pipette to take a fruit milk product. The little guy's rotating lid can be opened by turning and sealing. References have eliminated the use of secondary pipette pollution, but also make drinking fruit milk more convenient. This detail earns a huge profit for the little guy company. The tort compensation paid by only Robust and today's milk has reached several tens of millions of yuan. This is the success of the packaging of attention to detail.
When shopping in the supermarket, there is a phenomenon that deserves attention. The outer packaging of a product is clear-cut, while others are rounded. The rounded corners are always sold faster than right-angled corners. Why? Have you ever scratched your skin with a right-angled package, and if so, you should understand why rounded corners are better-selling than right-angled ones.
In addition to inspiration to achieve a package, the design of the package actually follow certain principles.
Fourth, the 4C principle of packaging design
Packaging and marketing also have the same 4C combination. Customer's desires and needs, Customer needs, Costs to meet requirements, Convenience to achieve requirements, and Communication required to achieve requirements will all have a significant impact on packaging design.
Customer's psychological packaging needs
First of all, as a good package, the designer must understand the customer's real demand for the product. For a gift, for example, the consumer may be more concerned about its packaging quality, and the size of the package will be selected based on the use of the gift. The sent to the lover may be very delicate at the same time taboo volume is too large, but to send the general exchange of guests is still favored slightly larger package.
Some products are used to highlight the honor and status of consumers. At this time, the common packaging designs and materials on the market can hardly satisfy the consumer's privilege and curiosity. Only by doing some subversive designs can make the product taste. There is no competition, and Absolute Vodka is an absolute vodka.
Demand packaging costs
If it is a fast-moving consumer product that consumers need for a long time, consumers will not want to pay more for the package. There is also a situation in which it is hoped that the packaging will be simplified, because some packaging consumers will think that it is a pity to throw away, but not to throw away and take up space, the most typical of which is the tin packaging for tea.
Packaging is a means to reflect the value of a product, rather than weakening the value of a product. Packaging that is too high or too low will weaken the value of the product. Therefore, it must be clear about the cost of packaging that the customer is willing to bear for the product.
Is a large bottle of Sprite soda more cost-effective than a vial? Is it also cheaper if bulk cookies are compared with carton packs from the same manufacturer? This is to omit part of the package and reduce the cost of the link, which can lead to rational consumers' desire to purchase.
Packaging convenience to achieve demand
The self-weight of a package, the ease with which it is packaged, the convenience of packaging, and so on, can all affect the purchasing decisions made by consumers. The packaging that consumers expect is often implied in the convenience of consumption. In the past, many plastic packaging must be opened with the help of teeth or scissors. Now most of these packages have a small mouth, and you can open the consumption by gently pulling it. This is Taking into account the convenience of demand.
Realize the need for packaging communication
Attentive consumers will find that today's many packages are no longer just simple text or graphics, often a package that is easy to impress customers is always illustrated. Such as "Xiaozai" milk cartoon graphics and cans "look, look at me and drink away," the text, consumers saw Want Want cartoons have been happy, and then see this lyric slogan, how Can you easily take a can and drink it?
Another example is that some products containing history and humanities often have very elegant texts. The power of words is enough to lead the minds of consumers in a moment. Such as the Rumah Champagne Cognac Handbook is a model of such communication. When the packaging of a product can be used to graphically or textually communicate ideas with consumers, or lead consumers to long for it, the packaging of this product is undoubtedly very successful.
In fact, packaging can be divided into two types, namely, rational packaging and emotional packaging. Rational consumers choose rational packaging in most cases, and emotional consumers usually only choose products that are sensitive to packaging. So, before deciding to impress your consumers with package design, think a little more. What consumers you need to impress are rational or sensible, and whether they make purchase decisions are rational or emotional...