Packaging is an art, and it is a perfect embodiment of the value of commodities. Especially in today's rapid development of knowledge economy and information science, ethnic culture, regional culture, and Chinese and Western cultures meet and collide. Modern packaging represents more than just beautiful things. The art works, which are close to the market, cater to the market, guide consumption, and satisfy people's multiple functions of the physical needs and spiritual enjoyment of commodity packaging are increasingly highlighted.
The long history and the development of the millennia have precipitated a profound culture of liquor. How to explain the personalization, taste and artistry of liquor in an incisive interpretation has become a problem for many packaging design companies. However, Shenzhen Hongmeijia Design & Printing Co., Ltd. can handle this point with ease. To this end, the reporter interviewed Mr. Gu Kejun, Marketing Director of Shenzhen Hong Meijia.
Establishing a sense of “big packaging†Reporter: The Guangzhou-Shenzhen region is at the forefront of domestic packaging design and production. With such fierce competition, what are you winning customers and occupying the market?
Gu Kejun: Hong Meijia Design & Printing Co., Ltd. is located in the Guangshen area where the domestic packaging printing is most developed. The international advanced concepts and latest technologies are first brought together here and promoted, and soon the cost-shifting things begin to move toward the market. Since its establishment in 2000, it has gone through four years and accumulated some experience. This year, according to the needs of the market, it also proposed a design concept that is compatible with both artistry and practicality, and designed and produced a marketing strategy that allows the two wheels to go hand in hand. It can be said that having today’s results is inextricably linked to the company’s consistent adherence to a “market-oriented†approach to packaging.
Reporter: Under the guidance of this concept, your products should be well tested in the market.
Gu Kejun: When we launched Luzhou Laojiao, a silver cellar wine, after several analysis, we decided to use reverse thinking design to focus on creativity to seize the market. Therefore, the use of ancient shovel currency modeling, reflecting the history and culture of the wine heavy feeling, the overall shape of a unique, colorful, can produce a strong counter effect, so stand out from the many products. Therefore, Luzhou Laojiao - Silver Cellar Wine won the 2003 Zhongnan Star Award.
Reporter: You mentioned the marketization road advocated by Hong Meijia, and where exactly is it?
Gu Kejun: A seemingly simple packaging problem actually reflects the market awareness, marketing level, environmental protection concept, and cost awareness of production companies. Packaging can become a product's market competitiveness. Undoubtedly, it is a success.
With liquor companies taking the high-end and high-quality products, Shenzhen's packaging companies are greatly promoting the development of creativity, quality, design, and services. Liquor's overall profits have declined in recent years. The fastest and most direct way for companies to upgrade their products is to continuously improve their packaging quality.
Reporter: However, the high price of packaging has undoubtedly increased the production costs of liquor companies and has caused many liquor producers to be daunted.
Gu Kejun: I think the key to packaging companies is to change their concepts: First, there must be a sense of cost of packaging. This is based on a summary of consumer psychology. Liquor consumers are more rational today. Liquors are also cost-effective as a daily consumer product. The packaging of Huaguang Ambilight may be emphasized. Its quality and price must be matched. There is absolute Competitiveness will be favored by the market. In addition, we must consider the use of special productions and special stylings to form suitable packaging to express the individuality of the product as appropriate, because as long as we can demonstrate the characteristics of the product is a good packaging.
The second is to establish a "big pack" consciousness. That is, the design of the packaging is not only a matter of style, but also can have new ideas on the stickers and accessories. Designers need to mobilize their own artistic inspiration, through careful planning in point and line, color, objects and other aspects, in order to seek new, change, think of customers do not want. In fact, what the customer wants is the professional mind of the designer.
Establishing the concept of “big market†Reporter: In the field of packaging design, sometimes we hear or see such an embarrassing situation: the designer’s creativity is not recognized by the customer. How do you deal with such difficult issues?
Gu Kejun: I think it is a conceptual issue. A good designer can not only express his own ideas, but can not organically integrate artistic value and commercial value, and win business interests with artistic means. Successful design can fully help customers to take the first step to occupy the market. Therefore, whether the design is successful or not will ultimately be tested by the market and judged by consumers.
In fact, in the design should be considered more conducive to marketing elements, can not be isolated in pursuit of three-dimensional composition, color matching, etc., while ignoring the brand attributes and counter effects. The ultimate goal of a packaged work is to serve the sale of the product. If the package does not play a role in sales of the product or even hinder sales, even if it won any award, it is a failed work. If there is no fundamental change in this consciousness, then the contradiction will always exist. The successful modern packaging should be as good as the Oscar-winning film.
Modern packaging design should establish a big market view, really listen to the needs of the market, tailored to meet the individual needs of customers; research the big market, dare to create a school in the industry, and launch unique packaging. The “Lao Zhuang Liquor and its commemorative wine†that we once designed for the Chengde Mountain Resort Winery can be said to be a successful model. From the loss to the sales of billions of dollars last year, the summer house wine industry has become a market force. It cannot be ignored.
Keeping the attitude of learning forever Reporter: Should a designer always keep the market development or go beyond market development, what kind of quality should he possess?
Gu Kejun: With the development of the packaging industry today, a good designer must constantly understand and understand public relations, marketing, and even political economics in addition to basic knowledge. This knowledge also plays a guiding role in packaging design. More and more can not be ignored. The rapid development of the food market has constantly raised new requirements and issues for modern packaging. Only the packaging companies that first capture market-leading information can find the right direction for driving.
Reprinted from: China Electromechanical Enterprise Network