The second concept of positioning "positioning" was first proposed in 1969. Product packaging has achieved significant results through positioning design. Therefore, foreign market sales strategy in the 1970s was called "positioning" strategy. In the early 1980s, when some packaging design experts in Europe and America came to China for academic exchanges, they introduced the theory and methods of positioning design.
The method of positioning design is to divide the information that needs to be conveyed from the investigation and research into three aspects and then position it.
The first is the positioning of trademark brands, indicating who produced them;
The second is product positioning, to reflect what is the product, is a new product or a traditional product, what are the characteristics, etc.;
The third is the positioning of consumers, who is specifically for whom they produce, who they sell to, what class they belong to, and who they belong to, whether they are targeting the domestic market or the foreign market. Each of these three aspects of positioning can be divided into several small parts.
1. Brand Positioning
Trademarks are trademarks of commodity manufacturers. If it is a newly designed trademark, it has a problem of positioning design. The design and positioning of the brand name is to contact the goods, the second is to contact the manufacturer, and the third is to be easy to remember and easy to remember.
(1) Trademarks should be consistent with the attributes of the goods. Do not use names that are inexplicable. The brands such as "Retired" shoes and "U.S. and Canada" cosmetics are very representative of the nature of commodities and therefore are easily accepted by people.
(2) Brands highlight corporate image and are associated with manufacturers. For example, Shanghai Guanshengyuan is a food factory that people are familiar with. The brand name of food is unified by its name. Even new products give people a sense of trust.
(3) Trademark brands should be easy to remember and easy to remember, and designing and positioning should consider using unique graphics and marked colors. Such as "flying card" trademark, is looking at a look down a picture, but also reflects the properties of electrical products, so it has a strong visual impact.
2. Product Positioning
Can be divided into the following areas:
(1) Product variety positioning:
For example, cosmetics, skin cream or nutrition cream? Is it lipstick or eye shadow? What kind of perfume is it? Another example is milk powder, full-fat, semi-skimmed, fully defatted, mother emulsified, amino acids, multi-dimensional, instant and other varieties. The design needs to emphasize which of the products it belongs to in order to help show the characteristics of the respective product. Product positioning is to give consumers a very clear and not ambiguous information. The difference between some products is very small, design should be carefully designed, be sure to distinguish it from other products.
(2), product features positioning:
Since the raw materials, production processes, functions, shapes, colors, etc. of the products are all different, each has its own characteristics. That is, some similar products will have different characteristics. Therefore, these characteristics should be emphasized in the packaging and decoration design to distinguish other similar products. For example, the “Checkered Colored Pencils†package contains a lot of colored pencils of the same type, but the designer of the package has cleverly designed the package as a checkerboard. The colored pencils are stationery and checkers. They can be practical and can be used as toys. Compared with similar products, it has its own distinctive features, unique ideas and unique style.
(3) Positioning of product use time:
Some products are used for a certain period of time. For example, some cosmetics are used for morning makeup, others are used before nighttime sleep, and some are used during sunbathing to protect the skin. Another example is the use of some wedding gifts, birthday gifts and other products, all have a certain amount of time. Therefore, the concept of time-use of products should be reflected on the screen.
(4) Product Positioning:
Commodity packaging should pay attention to reputation, should be consistent, this is a design principle that should not be violated. In general, the price reflects the quality level of the product. Designers need to consider the packaging and decoration design according to the product price, which involves the problem of product positioning. Appropriate grade positioning can accurately describe the value of the product. We can not design the packaging of low-grade products to be very luxurious, which will increase the production cost and sales price, thereby increasing consumers' unnecessary burdens and making people afraid to look for them; nor can they design packaging for high-end products as low-grade product packaging. It does not match the product's worth. However, the packaging and decoration of low-end products must not be made indiscriminately. The packaging and decoration of high-end products must not be too luxurious.
3. Consumer positioning
The sales target of products is a point that modern packaging and decoration design must attach great importance to. Neglecting the needs of consumers is also not a marketable one, and consumers should be able to feel that this product is produced for his needs.
(1) Social class positioning:
Consumer orientation should consider whether the consumer is a male or a female; whether it is a child, a youth or an old person, as well as different cultures, different social status, different nationalities, different living habits, different economic conditions, different politics and religions. Faith, different psychological needs, different family structures, and so on.
(2), psychological factor positioning:
One of the most important aspects of successful merchandise packaging and decorating design is to use psychological influence. The same product, the same packaging and decoration form, the only difference is the configuration of color, it will often make consumers have different psychological effects, and produce different choices. For example, some products are determined to sell children, but children's products are generally purchased by their parents or elders. Therefore, children's products should not only be attractive to children, but also consider the psychological factors when parents choose their products for their children. At present, when designing a series of products for children abroad, it is considered that parents always hope that their children will receive more education through various channels, and they can do it better, often printing some knowledge on the packaging. Sexual and interesting stories, although these contents are not related to the product, can cut parents' attention to develop children's intelligence. Another example is the Rolink Rock Company, which produces beer in the United States, 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 Shapper. 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 kind of green bottle and painted it with a conspicuous art decoration. It looks like a hand-painted one. It is very noticeable in many beers. It makes Rolling Rock beer a product that is not popular and has a kind of nobleness. 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 the sales of Rolling Rookes beer rose steadily, people asked about their mysteries. Chapelle replied: "The green bottle is the key to establishing our competitive advantage." This is the shape and decoration of packaging containers through consumption. The psychological effect of the person.
In addition, some of the text on the package can also have a considerable psychological effect on consumers, such as in China's milk powder market, imported milk powder accounted for a larger market share. In comparison, it can be found that the text on the packaging of imported milk powder is very rich. It includes important matters, precautions, feeding instructions, methods of disinfection and reconstitution of milk products, nutrition information, nutrient content table, production date, and site. In addition, imported milk powder will tell the consumer exactly how much milk should be added to the package description. For example, "Li Duo Jing" clearly states that "using less or more than the specified amount of milk powder will make the baby Without proper nutrition or dehydration, do not change the concentration of milk without medical advice." When some domestic companies blindly lead consumers to “a certain milk powder can replace breast milkâ€, “Li Duo Jing†writes in its advertising language: “Best milk is the best food for babies, and you decide to use a larger amount. Before baby formula, you should first listen to the doctor's opinion.†This responsible attitude is actually the best respect for consumers. As long as it is a variety of information on infant formula feeding, it can be seen on the packaging of imported milk powder. Maybe some people think this is a superfluous move, but it is absolutely useful for young mothers. According to Nestlé's survey, parents who have fed infants with "Li Duo Jing" powdered milk have all seen this series of information on the packaging and have seen it very seriously. In fact, these materials are the only motivation to guide young parents to purchase their products repeatedly. In particular, those figures and tables, in the eyes of the Chinese people, represent the authority and represent a formal, professional, formal thing. These charts and various materials make young parents very trustful of this. Products, I believe this product is of superior quality.
The method of positioning design is to divide the information that needs to be conveyed from the investigation and research into three aspects and then position it.
The first is the positioning of trademark brands, indicating who produced them;
The second is product positioning, to reflect what is the product, is a new product or a traditional product, what are the characteristics, etc.;
The third is the positioning of consumers, who is specifically for whom they produce, who they sell to, what class they belong to, and who they belong to, whether they are targeting the domestic market or the foreign market. Each of these three aspects of positioning can be divided into several small parts.
1. Brand Positioning
Trademarks are trademarks of commodity manufacturers. If it is a newly designed trademark, it has a problem of positioning design. The design and positioning of the brand name is to contact the goods, the second is to contact the manufacturer, and the third is to be easy to remember and easy to remember.
(1) Trademarks should be consistent with the attributes of the goods. Do not use names that are inexplicable. The brands such as "Retired" shoes and "U.S. and Canada" cosmetics are very representative of the nature of commodities and therefore are easily accepted by people.
(2) Brands highlight corporate image and are associated with manufacturers. For example, Shanghai Guanshengyuan is a food factory that people are familiar with. The brand name of food is unified by its name. Even new products give people a sense of trust.
(3) Trademark brands should be easy to remember and easy to remember, and designing and positioning should consider using unique graphics and marked colors. Such as "flying card" trademark, is looking at a look down a picture, but also reflects the properties of electrical products, so it has a strong visual impact.
2. Product Positioning
Can be divided into the following areas:
(1) Product variety positioning:
For example, cosmetics, skin cream or nutrition cream? Is it lipstick or eye shadow? What kind of perfume is it? Another example is milk powder, full-fat, semi-skimmed, fully defatted, mother emulsified, amino acids, multi-dimensional, instant and other varieties. The design needs to emphasize which of the products it belongs to in order to help show the characteristics of the respective product. Product positioning is to give consumers a very clear and not ambiguous information. The difference between some products is very small, design should be carefully designed, be sure to distinguish it from other products.
(2), product features positioning:
Since the raw materials, production processes, functions, shapes, colors, etc. of the products are all different, each has its own characteristics. That is, some similar products will have different characteristics. Therefore, these characteristics should be emphasized in the packaging and decoration design to distinguish other similar products. For example, the “Checkered Colored Pencils†package contains a lot of colored pencils of the same type, but the designer of the package has cleverly designed the package as a checkerboard. The colored pencils are stationery and checkers. They can be practical and can be used as toys. Compared with similar products, it has its own distinctive features, unique ideas and unique style.
(3) Positioning of product use time:
Some products are used for a certain period of time. For example, some cosmetics are used for morning makeup, others are used before nighttime sleep, and some are used during sunbathing to protect the skin. Another example is the use of some wedding gifts, birthday gifts and other products, all have a certain amount of time. Therefore, the concept of time-use of products should be reflected on the screen.
(4) Product Positioning:
Commodity packaging should pay attention to reputation, should be consistent, this is a design principle that should not be violated. In general, the price reflects the quality level of the product. Designers need to consider the packaging and decoration design according to the product price, which involves the problem of product positioning. Appropriate grade positioning can accurately describe the value of the product. We can not design the packaging of low-grade products to be very luxurious, which will increase the production cost and sales price, thereby increasing consumers' unnecessary burdens and making people afraid to look for them; nor can they design packaging for high-end products as low-grade product packaging. It does not match the product's worth. However, the packaging and decoration of low-end products must not be made indiscriminately. The packaging and decoration of high-end products must not be too luxurious.
3. Consumer positioning
The sales target of products is a point that modern packaging and decoration design must attach great importance to. Neglecting the needs of consumers is also not a marketable one, and consumers should be able to feel that this product is produced for his needs.
(1) Social class positioning:
Consumer orientation should consider whether the consumer is a male or a female; whether it is a child, a youth or an old person, as well as different cultures, different social status, different nationalities, different living habits, different economic conditions, different politics and religions. Faith, different psychological needs, different family structures, and so on.
(2), psychological factor positioning:
One of the most important aspects of successful merchandise packaging and decorating design is to use psychological influence. The same product, the same packaging and decoration form, the only difference is the configuration of color, it will often make consumers have different psychological effects, and produce different choices. For example, some products are determined to sell children, but children's products are generally purchased by their parents or elders. Therefore, children's products should not only be attractive to children, but also consider the psychological factors when parents choose their products for their children. At present, when designing a series of products for children abroad, it is considered that parents always hope that their children will receive more education through various channels, and they can do it better, often printing some knowledge on the packaging. Sexual and interesting stories, although these contents are not related to the product, can cut parents' attention to develop children's intelligence. Another example is the Rolink Rock Company, which produces beer in the United States, 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 Shapper. 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 kind of green bottle and painted it with a conspicuous art decoration. It looks like a hand-painted one. It is very noticeable in many beers. It makes Rolling Rock beer a product that is not popular and has a kind of nobleness. 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 the sales of Rolling Rookes beer rose steadily, people asked about their mysteries. Chapelle replied: "The green bottle is the key to establishing our competitive advantage." This is the shape and decoration of packaging containers through consumption. The psychological effect of the person.
In addition, some of the text on the package can also have a considerable psychological effect on consumers, such as in China's milk powder market, imported milk powder accounted for a larger market share. In comparison, it can be found that the text on the packaging of imported milk powder is very rich. It includes important matters, precautions, feeding instructions, methods of disinfection and reconstitution of milk products, nutrition information, nutrient content table, production date, and site. In addition, imported milk powder will tell the consumer exactly how much milk should be added to the package description. For example, "Li Duo Jing" clearly states that "using less or more than the specified amount of milk powder will make the baby Without proper nutrition or dehydration, do not change the concentration of milk without medical advice." When some domestic companies blindly lead consumers to “a certain milk powder can replace breast milkâ€, “Li Duo Jing†writes in its advertising language: “Best milk is the best food for babies, and you decide to use a larger amount. Before baby formula, you should first listen to the doctor's opinion.†This responsible attitude is actually the best respect for consumers. As long as it is a variety of information on infant formula feeding, it can be seen on the packaging of imported milk powder. Maybe some people think this is a superfluous move, but it is absolutely useful for young mothers. According to Nestlé's survey, parents who have fed infants with "Li Duo Jing" powdered milk have all seen this series of information on the packaging and have seen it very seriously. In fact, these materials are the only motivation to guide young parents to purchase their products repeatedly. In particular, those figures and tables, in the eyes of the Chinese people, represent the authority and represent a formal, professional, formal thing. These charts and various materials make young parents very trustful of this. Products, I believe this product is of superior quality.
(one two three four)
Hair Dryer,best hair dryer,hair dryer price,LCD hair dryer
Zhejiang Hisun Electrical Appliance Co.,Ltd , https://www.cn-hisun.com