In the rapid development of the retail industry, various consumer products are crowded with the shelves of shops and supermarkets, and the various product packages are dizzying. How to make their products stand out among many products, it is not enough to attract the attention of consumers. The main thing is whether the packaging of products can promote the purchase behavior of consumers. This has become the dominant idea of ​​today's packaging design.
As an important daily consumer goods packaging form, metal packaging has become integrated with commodities. As a carrier for realizing the value of goods and use value, it plays an extremely important role in the fields of production, circulation, sales and consumption. Its function is to protect goods, convey product information, facilitate use, facilitate transportation, and promote sales. It has the dual nature of a combination of goods and art. Its development in design and change to a certain extent also represent the development trend of the entire product packaging field.
At the International Metal Packaging Conference held in Essen, Germany, in April this year, several product packaging professionals, such as Prof. Jean Marr, proposed some new theories on how product packaging affects consumer purchasing decisions. They made an in-depth interpretation and analysis of product packaging on the international market and put forward several issues that should be noted in the design of metal packaging.
Product packaging design should consider consumer shopping factors
Product packaging to promote consumer purchase behavior, we must first understand what consumers think before shopping behavior, decision-making process.
Prof. Jonmar (Center for Decision Research, Leeds College, Harvard University) After researching, he proposed a two-process theory for the decision-making process when consumers purchase consumer goods. He divided consumers into two types, heuristic and analytical, and focused on Inspired consumers. In Professor Joan Mart's theory, he describes this part of the heuristic population: susceptible to packaging, external information becomes more influential, and they are usually simple when making purchase decisions. Unconscious . Some of the designs on the product packaging, or the recommendations of shopping guides, may contribute to their purchasing behavior. These processes are often implemented in a passive state and are rarely analyzed and compared rationally.
So what proportion of enlightened consumers account for the actual situation? After investigation, Professor Sakachida, a brand design consultant, proposed that shoppers do not think logically when shopping. 80% of feedback shows that they rely more on feelings, that is, on the right brain part of the mind, and that “I like it†produces the impulse of “I wantâ€, which is the first of the two process theories proposed by Professor Joanmar. The process, the heuristic thinking process, is a passive shopping impulse that is stimulated by certain promotional messages in the product packaging; and then through the logical analysis of the left brain part, it actively considers “what is this†and finally Form the decision whether to buy. The famous DuPont law states that about 63% of consumers make purchase decisions based on the packaging of goods and the environment. It is precisely because of this that the current market economy is called the eyeball economy, and only the attention of the consumers can attract the brand. Consumers accept that products can be purchased by consumers. Packaging has already determined the consumer's buying behavior. Usually, the new product packaging can determine how its previous market performance. Therefore, companies must use the influence of packaging to complete their product promotion and brand building.
What businesses need to do is to balance the two parts of the mind in one's mind. On the one hand, they must provide clear visual effects and stimulate consumers' shopping needs. On the other hand, they must provide consumers with reasonable shopping reasons. These reasons do not describe the characteristics of the product, because it is from the manufacturer's point of view, but should say what benefits this product can bring to consumers. The point of interest is what consumers really care about. They must let them know what problems they can solve and what benefits they bring. This is why they buy this product.
Product packaging must be analyzed and designed from the right perspective
So from what perspective should we design product packaging?
On the one hand, we have to consider three W's in the design process: Who, What and What to do; on the other hand, we must also understand the role and basic principles of the product. The former is from the consumer's point of view to think about how packaging should be done and what they want; the latter is to start from the product itself, find out the attributes of the product, which is the so-called product selling point, and then combine the two organically.
In addition, the packaging design of the product can also be considered from other perspectives.
* Similar packaging strategy. Enterprises use the same patterns, similar colors, the same packaging materials, and the same shape for their products to facilitate customers to identify the company's products. For customers who are loyal to the company, similar packaging will undoubtedly have a promotional effect;
* Matching packaging strategies. According to consumer spending habits of various countries, several related products are packaged and packaged together to provide convenience for consumers to purchase, use, and carry, while also expanding the sales of products;
* Reuse packaging strategies. When the product in the package is used up, the package has other uses. For example, perfume bottles of various shapes can be used as decorations, and exquisite food boxes can also be reused. This packaging strategy can make consumers feel more useless and cause their desire to buy, and the repeated use of packaging also plays a role in advertising the product;
* Comes with packaging strategy. Documenting the repacking of gift wraps or physical items on the packaging of goods, or the packaging itself can be exchanged for gifts to attract customers' patronage effects, leading to repeated purchases; change of packaging strategies. That is, change and abandon the original product packaging and switch to a new one. As packaging technology and packaging materials are continuously updated, consumers' preferences are constantly changing and new packaging is used to make up for the lack of original packaging.
Several steps to follow in product packaging design
On the question of how to carry out packaging design, the experts put forward the following points:
First, talk about the design of the trademark on the packaging. When a consumer comes into contact with a trademark, the intuitive feeling is that it is “associated with my lifeâ€, which can be enhanced through packaging, advertising, promotion, or direct mail, and through the interpretation of the trademark by the consumer. The origin of the meaning of the form to enhance the consumer's impression of the brand.
Second, several issues that should be noted in the packaging design process:
* Can reflect excellent quality;
* Packaging design has a sense of the times, trends;
* Use attractive colors;
* The appearance of the product must be designed to attract consumers' attention;
* Trademarks are easily identifiable;
* Product specifications should be designed to be easy to use, such as: easy to transport, pick up, open, close, store at home, disassemble, and protect contents.
Third, a successful product packaging design is to enable consumers to fully understand the product's features and features after seeing the package. A product's packaging can not only require a beautiful design, but also allows the product to speak for itself, the product's features, features are expressed appropriately, the size of the communication in front of consumers directly affects the size of a product in the market. Performance is good or bad.
Here we take the study of the shape of metal packaging as an example to discuss how to make product packaging. We divide it into three phases.
The first stage: the study of capacity, the confirmation of the industry. This phase emphasizes the feasibility study of packaging improvement, and considers practical standards and specifications such as packaging capacity, material, and height from a professional perspective.
The second stage: consumer analysis. After subdividing the target consumer groups in the market, this stage analyzes consumers' lifestyles and activity behaviors, and finds the degree of suitability between the new packaging design and the target consumer's needs.
The third stage: the study of goals. This stage integrates the purchase motivation of target consumers, the expectations of product packaging and the confusion of existing packaging design, lists the functions of metal packaging, describes the expected metal packaging, and studies the market adaptability and confirmation of packaging design. Consumers will make choices about it.
The above steps objectively point out how to design the package. The so-called grant to fish, it is better to teach people to fish. The design of the packaging cannot be complicated, but it must have its own ideas - innovative ideas that meet the requirements of the packaging specifications. It is necessary to observe and understand the shopping behavior of consumers. The trend of packaging combines the opportunities of product development to form the concept of packaging design, so that the design has been updated and developed.
In what direction will future product packaging design ideas develop?
The rapid economic development in recent years has brought about a rich material life on the one hand, and on the other hand, it has also brought about all kinds of pressure on people's lives: the rhythm of life continues to increase, and the time spent on purchasing goods has increased. The less you come. People live in a world full of advertising, and the complex advertising environment creates too much noise. Extremely rich merchandise, people face too many choices...
The packaging design requirements for future products are: When consumers purchase products, product packaging can not only give people a higher quality experience, but also consider the addition of health and care elements in product design to cater for future consumption. The requirements for product packaging.
The adoption of new technologies in product packaging is also an inevitable trend. For the new technologies used in future packaging design, Prof. Saka Qida also put forward some bold ideas:
* Contains temperature controlled packaging. As the trend of warming of the atmosphere is obvious, the merchants satisfy the needs of consumers in order to control the commodities within a certain temperature range. Temperature sensing devices are installed on the product packaging to suit different requirements.
* Interactive packaging. Flexible microelectronics technology is used on the packaging, and the content displayed on the screen will change with the environment and customer's needs.
The future does not exist in the future world, but exists in people's consciousness and imagination. With the development and application of new technology, people's imagination becomes a reality, and the packaging breaks through the limitations of the original graphic design creativity. Its expression will be more abundant and more vivid. The application of new technology will surely become a future package. An important development trend.
Like enterprise management, the development of product packaging design is changing with each passing day, but in the course of its development, it follows the same principle: In this highly competitive society, products must constantly change to adapt to changing market demands in order to survive. The only constant in this process is change. We should always pay close attention to changes in the market and changes in consumers. Only in this way can we truly grasp the latest developments in packaging design, and put forward the packaging design that best meets consumer trends and trends to ensure product competitiveness in this area.
As an important daily consumer goods packaging form, metal packaging has become integrated with commodities. As a carrier for realizing the value of goods and use value, it plays an extremely important role in the fields of production, circulation, sales and consumption. Its function is to protect goods, convey product information, facilitate use, facilitate transportation, and promote sales. It has the dual nature of a combination of goods and art. Its development in design and change to a certain extent also represent the development trend of the entire product packaging field.
At the International Metal Packaging Conference held in Essen, Germany, in April this year, several product packaging professionals, such as Prof. Jean Marr, proposed some new theories on how product packaging affects consumer purchasing decisions. They made an in-depth interpretation and analysis of product packaging on the international market and put forward several issues that should be noted in the design of metal packaging.
Product packaging design should consider consumer shopping factors
Product packaging to promote consumer purchase behavior, we must first understand what consumers think before shopping behavior, decision-making process.
Prof. Jonmar (Center for Decision Research, Leeds College, Harvard University) After researching, he proposed a two-process theory for the decision-making process when consumers purchase consumer goods. He divided consumers into two types, heuristic and analytical, and focused on Inspired consumers. In Professor Joan Mart's theory, he describes this part of the heuristic population: susceptible to packaging, external information becomes more influential, and they are usually simple when making purchase decisions. Unconscious . Some of the designs on the product packaging, or the recommendations of shopping guides, may contribute to their purchasing behavior. These processes are often implemented in a passive state and are rarely analyzed and compared rationally.
So what proportion of enlightened consumers account for the actual situation? After investigation, Professor Sakachida, a brand design consultant, proposed that shoppers do not think logically when shopping. 80% of feedback shows that they rely more on feelings, that is, on the right brain part of the mind, and that “I like it†produces the impulse of “I wantâ€, which is the first of the two process theories proposed by Professor Joanmar. The process, the heuristic thinking process, is a passive shopping impulse that is stimulated by certain promotional messages in the product packaging; and then through the logical analysis of the left brain part, it actively considers “what is this†and finally Form the decision whether to buy. The famous DuPont law states that about 63% of consumers make purchase decisions based on the packaging of goods and the environment. It is precisely because of this that the current market economy is called the eyeball economy, and only the attention of the consumers can attract the brand. Consumers accept that products can be purchased by consumers. Packaging has already determined the consumer's buying behavior. Usually, the new product packaging can determine how its previous market performance. Therefore, companies must use the influence of packaging to complete their product promotion and brand building.
What businesses need to do is to balance the two parts of the mind in one's mind. On the one hand, they must provide clear visual effects and stimulate consumers' shopping needs. On the other hand, they must provide consumers with reasonable shopping reasons. These reasons do not describe the characteristics of the product, because it is from the manufacturer's point of view, but should say what benefits this product can bring to consumers. The point of interest is what consumers really care about. They must let them know what problems they can solve and what benefits they bring. This is why they buy this product.
Product packaging must be analyzed and designed from the right perspective
So from what perspective should we design product packaging?
On the one hand, we have to consider three W's in the design process: Who, What and What to do; on the other hand, we must also understand the role and basic principles of the product. The former is from the consumer's point of view to think about how packaging should be done and what they want; the latter is to start from the product itself, find out the attributes of the product, which is the so-called product selling point, and then combine the two organically.
In addition, the packaging design of the product can also be considered from other perspectives.
* Similar packaging strategy. Enterprises use the same patterns, similar colors, the same packaging materials, and the same shape for their products to facilitate customers to identify the company's products. For customers who are loyal to the company, similar packaging will undoubtedly have a promotional effect;
* Matching packaging strategies. According to consumer spending habits of various countries, several related products are packaged and packaged together to provide convenience for consumers to purchase, use, and carry, while also expanding the sales of products;
* Reuse packaging strategies. When the product in the package is used up, the package has other uses. For example, perfume bottles of various shapes can be used as decorations, and exquisite food boxes can also be reused. This packaging strategy can make consumers feel more useless and cause their desire to buy, and the repeated use of packaging also plays a role in advertising the product;
* Comes with packaging strategy. Documenting the repacking of gift wraps or physical items on the packaging of goods, or the packaging itself can be exchanged for gifts to attract customers' patronage effects, leading to repeated purchases; change of packaging strategies. That is, change and abandon the original product packaging and switch to a new one. As packaging technology and packaging materials are continuously updated, consumers' preferences are constantly changing and new packaging is used to make up for the lack of original packaging.
Several steps to follow in product packaging design
On the question of how to carry out packaging design, the experts put forward the following points:
First, talk about the design of the trademark on the packaging. When a consumer comes into contact with a trademark, the intuitive feeling is that it is “associated with my lifeâ€, which can be enhanced through packaging, advertising, promotion, or direct mail, and through the interpretation of the trademark by the consumer. The origin of the meaning of the form to enhance the consumer's impression of the brand.
Second, several issues that should be noted in the packaging design process:
* Can reflect excellent quality;
* Packaging design has a sense of the times, trends;
* Use attractive colors;
* The appearance of the product must be designed to attract consumers' attention;
* Trademarks are easily identifiable;
* Product specifications should be designed to be easy to use, such as: easy to transport, pick up, open, close, store at home, disassemble, and protect contents.
Third, a successful product packaging design is to enable consumers to fully understand the product's features and features after seeing the package. A product's packaging can not only require a beautiful design, but also allows the product to speak for itself, the product's features, features are expressed appropriately, the size of the communication in front of consumers directly affects the size of a product in the market. Performance is good or bad.
Here we take the study of the shape of metal packaging as an example to discuss how to make product packaging. We divide it into three phases.
The first stage: the study of capacity, the confirmation of the industry. This phase emphasizes the feasibility study of packaging improvement, and considers practical standards and specifications such as packaging capacity, material, and height from a professional perspective.
The second stage: consumer analysis. After subdividing the target consumer groups in the market, this stage analyzes consumers' lifestyles and activity behaviors, and finds the degree of suitability between the new packaging design and the target consumer's needs.
The third stage: the study of goals. This stage integrates the purchase motivation of target consumers, the expectations of product packaging and the confusion of existing packaging design, lists the functions of metal packaging, describes the expected metal packaging, and studies the market adaptability and confirmation of packaging design. Consumers will make choices about it.
The above steps objectively point out how to design the package. The so-called grant to fish, it is better to teach people to fish. The design of the packaging cannot be complicated, but it must have its own ideas - innovative ideas that meet the requirements of the packaging specifications. It is necessary to observe and understand the shopping behavior of consumers. The trend of packaging combines the opportunities of product development to form the concept of packaging design, so that the design has been updated and developed.
In what direction will future product packaging design ideas develop?
The rapid economic development in recent years has brought about a rich material life on the one hand, and on the other hand, it has also brought about all kinds of pressure on people's lives: the rhythm of life continues to increase, and the time spent on purchasing goods has increased. The less you come. People live in a world full of advertising, and the complex advertising environment creates too much noise. Extremely rich merchandise, people face too many choices...
The packaging design requirements for future products are: When consumers purchase products, product packaging can not only give people a higher quality experience, but also consider the addition of health and care elements in product design to cater for future consumption. The requirements for product packaging.
The adoption of new technologies in product packaging is also an inevitable trend. For the new technologies used in future packaging design, Prof. Saka Qida also put forward some bold ideas:
* Contains temperature controlled packaging. As the trend of warming of the atmosphere is obvious, the merchants satisfy the needs of consumers in order to control the commodities within a certain temperature range. Temperature sensing devices are installed on the product packaging to suit different requirements.
* Interactive packaging. Flexible microelectronics technology is used on the packaging, and the content displayed on the screen will change with the environment and customer's needs.
The future does not exist in the future world, but exists in people's consciousness and imagination. With the development and application of new technology, people's imagination becomes a reality, and the packaging breaks through the limitations of the original graphic design creativity. Its expression will be more abundant and more vivid. The application of new technology will surely become a future package. An important development trend.
Like enterprise management, the development of product packaging design is changing with each passing day, but in the course of its development, it follows the same principle: In this highly competitive society, products must constantly change to adapt to changing market demands in order to survive. The only constant in this process is change. We should always pay close attention to changes in the market and changes in consumers. Only in this way can we truly grasp the latest developments in packaging design, and put forward the packaging design that best meets consumer trends and trends to ensure product competitiveness in this area.
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