Undoubtedly, eye-catching packaging design with its outstanding visual recognition of the formation of the sensory height of the judgment, will help our goods from the many competitors to stand out, so that consumers pay attention to, pause, observe, appreciate and produce the purchase behavior, which is the most idealized packaging design pursued by every businessman. So by the designers put forward a variety of design proposals are always suffered from the market front-line staff of the negative, but these front-line marketing staff and it is difficult to give the most seductive commodity packaging to put forward a clear concept, or to provide a more creative vision of the contours, but always bring back to the designers one or two pieces of packaging they believe that sales incendiary. How can you design packaging that impresses customers when fancy product packaging is always confusing people and confusing what the manufacturer is selling? The role of product packaging design Before discussing the topic of FMCG packaging, it is necessary to think about the role of packaging, only to figure out the packaging for the real role of the product, and in the specific design of these requirements, in order to design a conquering power of FMCG packaging. First of all, the packaging makes the product has a certain form. In many cases, there is no form of the product is very difficult to display or show, such as beverages, cigarettes and other products, there is no packaging display costs and not to mention, but also to achieve the desired effect; Secondly, the packaging of product quality has a certain role in protecting. Such as "Qiaqia" melon seeds have impermeable packaging membrane, so that "Qiaqia" "100 cooking mouth" unique sales proposition to be preserved, or else "Scent" have changed, what consumers love you? Again, packaging can make the product differentiated from competitors. To potato chips, for example, "Pinnacle" potato chips due to the use of paper drum packaging, it is easy to produce differences with other plastic bags of potato chips, easy for consumers to identify; In addition, the packaging should be both the role of consumption instructions. Many products have special selling points that determine its consumption is not the same way, at this time, the packaging design must have enough information for consumers to recognize its particularity, otherwise it will cause the product information communication is not smooth; Finally, the packaging so that the product has the portability. Take beverages as an example, from bulk to glassware, has been developed to today's PTT bottles, the more important thing is to consider the consumption of "mobility". The difference in volume between bottled and packaged beverages is also a result of consumer mobility. Common drawbacks of FMCG product packaging design In a wide range of packaging, customers always choose only the products they like, in addition to product awareness and satisfaction, the packaging design of the discourse is influencing consumers to make purchasing decisions. Combined with the main role of the above packaging, packaging from now on, no worries? In fact, not, some of the shortcomings of packaging design, often so that the original from the shelf to pick up the product of the customer's hand and put down, and turn to choose other similar products, this time we must know the shortcomings of the packaging in the end where? Packaging does not highlight the product's sales proposition: the product through the packaging design can meet the consumer's aspirations and belonging, and when a product's packaging design lacks a theme, it is easy to lose to competitors with the theme, which is the product's sales proposition is inhibited. When consumers choose bags of candies, the same price he will choose to have a festive word and red pattern of the brand or the general only word of the brand? The result is self-evident. Packaging patterns and product connotation of the opposite: some enterprises packaging design is undertaken by the printing house, and the printing company's design capabilities are often uneven, some of the small printing house design is usually shocking. Such as the design is clearly edible plum packaging, but printed on the bag with the pattern of flowers and plants, this time consumers will find it puzzling, after a closer look at the level of the product will usually be questioned and give up buying. Packaging design is not real: some products in order to achieve the purpose of differentiation, often used to take "shortcuts", that is, not through the product itself to form differences, but through the packaging of the "luxury route" to form differences, often but the loss is not worth it. Such as a brand of poultry eggs, packaging made like a luxury product, some consumers joked that this thing to buy back can not afford to eat, the box can not afford to throw, the results simply do not buy. It can be seen that the excessive luxury of packaging, if the lack of quality product support, will often be treated as a gimmick, and ultimately fall into a flashy no one applauded the results. Packaging does not meet the behavioral habits: a brand of domestic functional drinks, its target consumers is a large number of people, and its packaging is a glass bottle. Here there is a problem, the glass itself is fragile, in the protection of their own body's behavior, glass bottles of functional sports drinks is obviously very difficult to promote. Then again, some of the field leisure food in the packaging design often ignored a problem, is the packaging of the overweight, many products due to the weight or not easy to carry, or packaging easily deformed and lost more market opportunities, these are the results of ignoring the behavioral habits. Packaging and trends out of place: today's packaging is corporate behavior, but there is a trend phenomenon, such as the quiet popularity of environmental protection packaging can not be ignored. Environmental protection packaging most directly reflects the degree of corporate concern for consumers, so that companies are easy to get the recognition of consumers. Such as direct sales of Amway products, basically using environmentally friendly recycled packaging, such packaging can not only protect the ecological environment, but also can maximize the protection of the nature of the product does not change. In the packaging design to avoid the defects and cover its general function, our packaging from now on will not be disadvantageous? The answer is no, we need to be able to impress the consumer packaging, how can we get the design of such packaging design inspiration? Successful product packaging design, inspiration from life Good packaging design should be spiritual, it itself will speak; good packaging comes from life, it may be a trace of life details. The spirit of packaging means that the packaging can make the connotation of the product to call out, the most reflective of the product itself to impress the consumer's qualities. There is a kind of juice on the market called "wild fruit life" packaging is very attractive, but at first attractive is the name of this juice, when you get the juice in your hands, you will be moved by a pattern, that is, two small people with bamboo poles to play the scene of wild fruits, one of the boy swinging pole to play wild fruits, a girl is using a cloth pocket underneath the Next. Many consumers, especially those who used to live in the countryside must have a deep memory of this scene, although they can't remember what kind of wild fruits they hit, but the memory of the scene is still so deep, that kind of happiness and harvest is what they wish to recall, even if they have never had these experiences, they will also start to long for that kind of life because of the vividness of the pattern. This is the impact of a packaging design that comes from life. Successful product packaging design, inspired by history There are many commodities itself is very cultural heritage, but due to the subsequent lack of designers of the product's history and human connotation of the understanding of the design of the packaging often does not highlight the product's taste. Once a product is able to restore its historical appearance closer to the original, will often make consumers convinced, "fog green" tea is a good example. In the recovery of this historical tea, its packaging designers also consulted a large number of historical data on tea, although not supported by pictures, but combined with a variety of information designers came to the conclusion that the history of the "fog green" is packed in porcelain cans. After analyzing the porcelain cans at that time, the designer designed the "fog green" packaging porcelain cans used now. Later, Sweden's Gothenburg shipwreck was salvaged, above the seawater immersed in nearly a hundred years of "fog Qing" packaging used by the designer is very close to the design! This close to the original historical appearance of the packaging so that the tea taste highlights the attention of consumers and favor. Successful product packaging design, inspiration from the feelings of the real good packaging is embedded in the emotional appeal in which there is no emotional appeal of the sale of goods is a very low-level "hawking", impressing consumers is nonsense. There is a brand of chocolate on the market, its design can always impress people, red roses so that you give your favorite person, snow with the house modeling so that you give you the most nostalgic family members ...... contains a wealth of emotional appeals of chocolate is no longer just the embodiment of sweet and moist, different packaging design may make it into an angel, Santa Claus, friendship, and the packaging will always move consumers. Such packaging will always move consumers to forget its high price. Successful product packaging design, inspired by the details It has been said that today is a niche marketing era, consumers need to business to observe, understand and go from the details to meet him. Packaging is the same, a package to impress consumers should reflect the manufacturer of consumer-related details of attention. Zhejiang has a little guy fruit milk, it launched a rotating lid successfully solved the problem of secondary pollution when using straws to quote fruit milk. Children are a highly valued group, and children are the most "sloppy" consumers, with dirty hands to drink fruit milk products with a straw seems to be commonplace, and the little guy's rotating lid packaging by rotating the seal can be quoted, eliminating the use of straws of the secondary pollution, but also makes drinking fruit milk more convenient. This detail for the little guy company earned a lot of profit, only Lobel's, the infringement compensation paid by today's milk has amounted to tens of millions of dollars, which is concerned about the success of the details of the packaging.