Words: 4 142

Abstract: In the past, simple and rough packaging seriously affected the internal quality of goods. In recent years, many factors have prompted packaging to become an important marketing tool. Starting from the requirements of packaging design and how to give full play to the promotion function of packaging, this paper introduces the principles that should be followed in product packaging design, and lists several packaging strategies commonly used by enterprises at present.

Keywords: product packaging logistics promotion

China Library Classification Number: TB482 Document Identification Number: A

How to design sales packaging

Wang Huiyan

(Department of Economic Management, Institute of Disaster Prevention Science and Technology)

Abstract: In the past, the simple and worn-out sales packaging of commodities led to the neglect of the actual quality of commodities. This paper discusses the requirements of packaging design and how to use the promotion function of packaging, introduces the principles of packaging design, and introduces several packaging methods commonly used by merchants at present.

Keywords: sales packaging logistics promotion

In the traditional sense, based on the consideration of cost and production, the main function of packaging is only to contain and protect goods, paying little attention to the aesthetic requirements of packaging and not giving full play to its functions. Therefore, the simple and rude packaging in the past seriously affected the inherent quality of goods. In recent years, many factors have prompted packaging to become an important marketing tool. It must attract customers' attention, describe the functional characteristics of the product, give customers confidence and make the product have a good impression in their minds. Therefore, the promotion role of packaging is becoming more and more prominent. It is a silent salesman and acts as an advertising medium. Moreover, the increase of consumers' income means that they are willing to pay more for the reputation represented by the convenience, beauty, reliability and exquisite packaging of products. Well-designed packaging can quickly establish the image of the company and brand in the minds of consumers. Therefore, whether the products of an enterprise can be successfully marketed in the market is one of the important factors. How to design packaging suitable for product characteristics, quality and image has become an important content for enterprises to formulate product strategies.

First, the requirements of packaging design

The size, shape, color, text description and pattern of the package must be coordinated to support the positioning of the product. A beautiful design is not necessarily a good design. The best designs are those that are suitable for enterprises and products. The Raptor cowboy designed by Jin Daiqiang is a vivid work under this purpose. "Because the United States is famous for producing high-quality jeans, we added American colors to the image of Raptors jeans in the design process. At the same time, the image of chocolate full of festive atmosphere is added to the outer packaging, which makes the packaging have a strong human touch. " After the introduction of the new packaging, the market for Raptor jeans opened rapidly, and now Raptor jeans are the best gift for Hong Kong people to celebrate the holidays. Typical cases, such as the packaging of Yili children's milk powder. In view of the fact that no one has used high-quality toy illustrations in domestic milk powder packaging design, Yili chose toy illustrations with strong relevance to children as the main vision, so that people can know at a glance that this product is related to "children" and "growth", and the visual effect is clear and direct. The color of the whole series of packaging of Yili infant milk powder is pink, which conveys the visual feeling of "kindness" and "warmth". The popularity of this product after listing can only be described as "demand exceeds supply".

The packaging structure should be convenient for use and storage. The development of packaging is mainly based on quality and convenience of use. The packaging design of many small foods is typical in this respect: the opening edge of the packaging bag is designed to be serrated, which is convenient to open; The packaging bag is filled with inert gas to prevent mildew, keep fresh and facilitate storage. Companies should consider developing composite packaging to ensure quality, such as milk powder and sanitary napkins packaged separately in large packages. However, the packaging of some products needs to be improved. Such as ham sausage, washing powder and so on. Ham sausages, especially those with small portions, are not convenient to open and eat; Washing powder packaging should consider how to grasp the amount of each time.

Packaging should be constantly innovated. The improvement and development of products change according to the needs of consumers, with the aim of providing customers with a higher standard of living. As a part of products, packaging must be constantly innovated. Which brand can be the first to innovate packaging and provide better service to consumers, its market share is bound to be greatly improved, bringing considerable profits to the company that are superior to competitors. The market of children's AD calcium milk is mainly occupied by two brands, "Wow Haha" and "Robust", and its packaging adopts straw type. The new brand "Little Guy" fruit milk was favored by consumers as soon as it went on the market, mainly because of its innovative rotating cover. Just give it a little hard spin, then take off the lid and you can drink it. This kind of packaging is safe, practical and suitable for children. In today's market environment, consumers' preferences are constantly changing and technologies are constantly being updated. Most companies must redesign the packaging every 1 year to 2 years or even months.

Packaging must be consistent with product advertising, price, distribution channels and other marketing decisions. The text description, pattern, color and design style on the package must be consistent with the advertisement, which can strengthen the reputation of the enterprise and improve its credibility. Pepsi invited the famous singer Faye Wong to advertise in Asia. Its TV advertisements and outdoor advertisements are completely consistent with the colors, patterns and styles of product packaging, allowing consumers to see the same information on different occasions and increase contact frequency, which not only deepens the impression of the products, but also makes consumers feel that the products of the company are consistent with the advertisements and can be trusted. While pursuing exquisite and excellent packaging, we should also consider the actual selling price of the product, that is, the actual selling price determines the packaging cost. If the purchasing power of customers in the target market is limited, the packaging cost should be reduced accordingly. On the contrary, we can give our products exquisite design and excellent packaging with high material cost. When Coca-Cola first entered the China market in its early years, considering the low consumption level of consumers in China, all its products were packed in plastic bottles to reduce the packaging cost and thus the selling price. With the improvement of people's living standards in China, canned coke has also begun to be sold in large quantities in the market. For products distributed in large quantities with many logistics and sales channels, such as daily necessities, packaging should be convenient for dealers to handle.

The selection of packaging materials should consider its environmental protection. At present, the packaging materials of most products are plastic and ethylene foam, which are difficult to decompose naturally and form "white garbage" that pollutes the environment. For example, many food packaging, disposable fast food lunch boxes, most retail stores use this packaging to package the goods sold. "White garbage" has become a serious problem that damages the environment, and the society urgently needs degradable packaging substitutes.

Packaging design has a very intuitive effect. When you are looking for a wide variety of goods, your eyes will stay on each one for a short time. Therefore, the packaging design must be direct and intuitive, clear and clear, so that customers can see the use of products at a glance. This requires designers to have a specific understanding and mastery of the basic skills of graphic design-the use of patterns and colors, the correct grasp of rhythm, and the choice of materials. Strive to make every design economical and practical. The packaging design of Yili infant milk powder has fully considered this point. Designers consider that before each mother fills in the prices of many brands of milk powder, the first thing that comes to mind is: how old is my child, which stage of milk powder he needs, and then look at the brands. So Yili put the words indicating the stage in the most conspicuous position, and the design was very eye-catching. This is also one of the reasons why Yili can achieve great success.

Second, the packaging strategies that can be used.

Then use the packaging strategy. Such packaging can not only package goods, but also be used for other purposes after the goods are used, giving consumers additional benefits and prompting consumers to buy. Plastic and iron box packaging of moon cakes, sweets and other foods is relatively successful.

Combined packaging strategy. It is to combine a variety of related goods in the same package according to consumption habits, which is convenient to support the purchase of goods and is conducive to the joint sales of goods. For example, a set of dental appliances, combs, small mirrors and soap boxes are combined together, which are mainly aimed at consumers who go out or travel and are convenient to buy and use. Gift boxes often use this strategy, such as Nestle coffee gift boxes, tea sets, wine sets, baby products, and various local specialty combinations, but we must pay attention to the exquisite appearance of the packaging.

Packaging strategy of gifts. The package contains a gift or lottery number to encourage consumers to buy and repeat purchases. This strategy can be used in the packaging of household consumer goods. Because the frequency of buying snacks is relatively high, and the main consumer groups are women and children, putting some gifts that they are interested in can stimulate their desire to buy and repeat purchases.

Consistent packaging strategy. Enterprises integrate consistency factors into packaging appearance (such as patterns, colors, shapes, etc. ) products, so that consumers can easily identify or link it with the products of the same enterprise, so as to improve or expand the momentum of the enterprise. Especially when new products are on the market, this packaging strategy can make use of the word-of-mouth of existing products of enterprises and enhance consumers' trust and recognition of new products. Using this packaging strategy, the trademark or packaging impression of key products of enterprises is generally a consistent factor.

Packaging strategy of enterprise cooperation. This strategy means that it is difficult for ordinary enterprises to open the market in a period of time because of their low reputation and low product awareness, especially when new products come out. They can operate jointly with large enterprises with good reputation and strong strength, and highlight the name of the joint enterprise on the packaging of goods. Imitating the packaging and decoration of brand-name products in packaging is a way to adapt to consumers' buying experience and retain customers. For example, Japanese electronic products were unsalable as soon as they entered the American market. Later, they adopted the trademark of Sears and occupied the American market with this strategy.

The success of products is not necessarily due to the success of packaging, and the success of packaging can promote the greater success of products. In a word, in the modern market competition, packaging should emphasize the significance of commodity noumenon, interest and marketability, and pursue the specific value of multiple personality styles to meet the needs of consumers. Packaging should be the driving force to promote consumers' desire to buy. Jean baudrillard, a French sociologist, once said, "If an article wants to be transformed into a consumer product, it must become a symbol". In other words, in today's mature consumer society, consumers no longer pursue a commodity as an item. Only by paying attention to the internal quality of products and developing new products, paying attention to commodity packaging and constantly exploring can their products be in an invincible position in the fierce market competition.

Author: Department of Economic Management, Institute of Disaster Prevention Technology.

References:

[1] Huang Taiyuan. Good packaging can speak for itself —— Notes on packaging design of Yili infant milk powder [J]. Sales and marketing, 2002, 10: 89-9 1.

[2] Li Songtao. On packaging design [J]. China Packaging Design Network, 2002, 8:26-28.

[3] Philip? Kotler. Marketing principles [M]. Shanghai: Shanghai Translation Publishing House, 2005.6438+010-120.