Since the development of the market, Chinese commodities have entered a new stage of economic development. Companies have undergone a wave of market tides, and the concept of commodities has begun to enter a qualitative transformation. The introduction of new concepts of overseas marketing is also constantly impacting market players. From the initial 4P to the later 4C, and 5P, which was later proposed, it is not to remind corporate decision makers and operators to focus on the market and pay attention to consumers. The purpose of integration is to maximize the use and release of resources. Due to too many market theories, illusionary market changes often cause companies to be attracted by new terms and new theories from time to time, while ignoring some of the most basic and simple but yet The most direct market approach, here we explore a last one about 5P
When it comes to packaging, for many companies, it seems to be an old topic, a series of topics such as "integrated marketing", "brand strategy", etc., which seem to be much flatter and far behind. Now companies are talking about The marketing language must be called "integration", not to mention how "integration" does not seem to be how mainstream, and in terms of the success of the entire product, the packaging strategy greatly affects the success rate of the product.
The first thing to be reminded is that the success of a product is not necessarily due to the success of packaging, but the success of packaging can promote greater product success. The following can look at two well-known products on the Shanghai market - "recoverable" eye film and "natraplatin". At first glance, these two products do not seem to be associated with different corporate backgrounds, different market populations, and different product attributes. However, one thing is common, their market conditions are relatively good, and they are currently more successful products, which can be confirmed from the visibility and sales status.
The appearance of the "recoverable" packaging adopts the indigo color tone, the color association is derived from the Chinese blue calico, and the graphic design adopts the scatter type. The shading content is the product component and appears in the original form of the plant. . The whole image is traditional and modern, with ancient colors and no lack of trend. The "recoverable" sign and the symbolic figure are striking. This package can be called a top grade in commercial design. According to a sample survey, the acceptance rate of the appearance of the product reached more than 90%. It can be said that the successful success is the success of packaging. Producing consumer pleasure does not only occur after the product is used, the affinity that the packaging itself has will prompt consumers to make preferential choices faster after making similar comparisons.
"Cerebral Platinum" is a health care product popularized between the north and the south of the river. The industry's attention to him has surpassed the general merchandise. There are several characteristics of this product packaging analysis: 1. The main elements are people's heads, portraits. It is itself a consumer-oriented group, but the portraits are not processed or arranged in any way. 2. The main tone adopted is standard dark blue. It is said that blue is the color most preferred by the company's bosses. Here, the personal preference of the leader once again demonstrated on the product. 3. Large-character styles and product names lack dynamism and affinity. There are many design flaws like these. However, such a packaged product has achieved great success in the health care product market.
So this seems to give companies that do not pay attention to packaging a message that packaging design does not matter. What is it like? In the survey of product awareness, the score rate was extremely low. Relying on the continuous delivery of advertisements and forcible instillation, it has continued to maintain a relatively good trend in the market, "looks beautiful," and the trend of the product itself has been revealed, together with the recent media coverage of the product's functional ingredients. Demonstrating the exposure and planning the disclosure undoubtedly cast a shadow on the product. If "Cerebral Platinum" exerts more efforts on the reputation, it will probably go even further if it has a little more affinity and taste in the appearance of the packaging. Better, more stable, of course, the health care products industry has always been "three or five years", there is no constant victory, and the product will eventually enter a recession. I believe that the company has long been ahead of schedule, but it leaves an impression on the audience. After all, it may not be a good thing. Perhaps the idea that "Cerebral Platinum" always gives people the impression that there are too many ingredients for show and hype.
Although "recoverable" and "natraplatin" are not comparable to the product itself. "Cerebral Platinum" was successful. The company's own hype ability and planning skills are beyond doubt. He wins over marketing, although its packaging is disappointing. However, the number of products in the market because of the appearance of the failure of the design and no good sales at all, coupled with lack of marketing capabilities, product failure has become doomed.
In fact, the concept of "strategic design" is very important in carrying out the operation of a product into the market. Consumer products in daily use must pay attention to packaging. More than 76% of consumers finally implemented purchases, and they decided after entering the mall. A purposeful purchase is after all a minority. In the face of hypermarkets, there are a variety of goods on the shelves of supermarkets, and the degree of homogeneity is gradually increasing. It is not an easy task to make quick choices. Not to mention the fact that there are quite a few new products that lead the terminal route due to budget constraints. , The packaging appearance is now very important, and after all, companies that can make great propaganda are few.
Consumers face a level of homogeneity of a class of daily-use products, the psychological decision process is nothing more than consider the following points:
1, whether the price is in line with the conventional.
2, if the price is slightly higher than similar products, to see if it is in the purchase budget or tolerance.
3, look closely, consider the cost
4. Feel the temperament of the product and obtain the information from the packaging.
5, look at brand support.
6. Are there other preferential measures?
7, personal preference.
In some of these items, some items may create contradictions. For example, if the product features and parameters are not much different, it will be more likely to believe in products with higher brand awareness. The customers also know that the higher the brand awareness, the higher the price of the product is a few percentage points higher. The consumer is astute. He knows that the extra money is for the company to post advertising fees. Once it feels beyond budget, it may also choose similar products that are less well-known. This value orientation is evident in small daily necessities. In this case, the role of product quality is fully reflected, and the packaging appearance is the basic element to achieve this function. As long as it is not obviously over-packaged, anyone will choose to put more effort on the appearance of the packaging of goods, "value for money" is the desired result.
Does the company not know this truth? Not too. However, when the product enters the packaging design stage, it often goes unconsciously into misunderstanding. Generally have the following performance:
1, too concerned about the product's own technology gold content, over-expressed technical connotation.
2. There is no well-established strategy for entering the market, that is, starting to seek for packaging design projects.
3. The decision-makers’ personal preference drives them.
4, not enough trust in the commissioned company.
5, cost control does not pay attention, the initial effect only, until the final design of the decision to produce the printing process, found that beyond the budget, so rush to reinstate.
6, the company speaks more, less clapped. Finally make the design completely different.
And so on, and so on, so the production of a good product appearance, not only the designer's work, the company's own quality, self-cultivation concepts have a great influence on the product's image. If one loses a bit of ancient hate, any good product should be the result of planning.
Businesses and designers are welcome to go.
Reproduced from: Shanghai Connaught