The positioning of packaging design refers to clearly expressing the characteristics of products, especially the outstanding features, according to certain design principles, so that the image of packaging design is beautiful and clear, which can be easily recognized by the target consumers, consistent with their own purchase desires, and achieve the purpose of sales. Packaging design is for selling products. ?

an excellent packaging designer should first understand the society, enterprises, commodities, markets and consumers, and also have superb ability to control colors, graphics and words, analyze according to the information he has, and make an accurate positioning of packaging design. Generally speaking, packaging design positioning is achieved through brand positioning, product positioning and consumer positioning. ?

first, brand positioning?

Every commodity has its own brand, and it is hoped that its brand will have a high popularity. After a period of accumulation and careful planning and design, ordinary brands will soon become well-known brands. Once it becomes a well-known brand, it will bring huge benefits and good reputation to the enterprise. Therefore, a product should attach importance to brand positioning at the beginning of listing. Brand positioning should generally consider three factors, namely:?

(1) Highlight the image color of the product. Clear colors can give people a strong visual impact. Therefore, first of all, we should select several distinctive fixed colors that conform to our product concept as TINT and become the image colors of products, and use the image colors at all times to make our products clear and easy for consumers to remember. For example, the red color of "Coca-Cola" and the blue color of "Pepsi-Cola" and so on, when these brands are mentioned, their image colors immediately come to consumers' minds, which is impressive. ?

(2) Highlight the font image of the brand. Products should generally have the standard font image design of the brand to clearly highlight the brand's personality. This standard font design, together with image color, is one of the main expressions of brand design. Now, with the development of market economy, if you want to occupy a certain market share in the fierce market competition, so that consumers can recognize them at a glance and are willing to buy products, you must highlight your brand image. For example, the standard font of "Coca-Cola" dancing is lively, healthy and energetic, which is very consistent with the youthful vitality of young people and well expresses the characteristics of their own brands, so it is very sought after by young people in the target audience. ?

(3) the graphics that highlight the brand. Generally, packaging design will design the brand graphics of products, which are also consistent with the product concept. The graphic image can be figurative graphics or abstract graphics, and its connotation must be consistent with the brand. Graphics should also have appropriate colors, and be in harmony with the image colors, so that * * * can play an image and vivid effect of publicity. For example, the "Coca-Cola" graphic mainly uses abstract fluttering ribbons, giving people a concise, vivid, lovely and vivid effect. Another example is that the graphics of cake packaging design are mostly in the form of photography, which makes people feel the real image characteristics of cakes and arouses people's appetite and desire to buy. ?

second, product positioning?

product positioning is not accurate, even if the brand is big, consumers will not buy it, so product positioning is also very important. Product positioning can highlight the characteristics, performance, advantages, uses, efficacy and grades of this product, which is the selling point of the product itself. Because there are many kinds of products, each product has its own unique place, so when designing the packaging of products, we should consider it from many aspects. ?

(1) product feature positioning. There must be differences between similar products, so take this difference as a feature. For example, spicy food, it is necessary to clearly highlight its spicy characteristics with colors, fonts and graphics, so that consumers who like spicy food can easily identify it without wasting a lot of time choosing. Some product designs are not clearly expressed, which is difficult for consumers to identify, so consumers have no patience to carefully select products in this fast-paced life, so only those products with clear packaging design are easy to sell. ?

(2) product function positioning. It is to clearly tell consumers the efficacy and function of the product, so that consumers can buy it easily. This method is particularly important in drug packaging design. Drugs should be easier to identify, and some drugs also use graphics to express the body parts related to the curative effect, so that consumers can quickly understand the functions and functions of the products. ?

(3) Location of product origin. The quality of products varies from place of origin to place, and some places of origin produce high-quality products, so it is generally necessary to highlight the characteristics of the place of origin, because the place of origin becomes the guarantee of quality. This method can only be used if the products are produced in a well-known place, and the local characteristics should be highlighted. For example, the packaging design of a milk brand, the milk produced on the prairie will be reminiscent of high quality, clean and pollution-free, so the milk packaging should focus on the information of the prairie. ?

(4) product grade positioning. According to the functional characteristics of the product itself and the different target audience, each product has different grades, so the packaging design of the product is also different accordingly. For example, there are obvious differences between the packaging design of daily necessities and the packaging design of gifts, and there are also differences in grades between daily necessities and gifts themselves. Therefore, the relationship between product performance characteristics and grades should be carefully analyzed during design, so as to design a design with consistent product grades and packaging grades, so as to be consistent in appearance. You can't use luxury packaging to hold low-grade products, and you can't use low-grade packaging to hold high-grade products. Such inappropriate packaging is not conducive to sales. ?

third, consumer positioning?

The goal of products is consumers, and packaging design is to put beautiful and suitable coats on products. Therefore, consumers are the research objects of manufacturers and packaging designers. Only by clearly understanding the preferences and consumption characteristics of target consumers and consumer groups can consumers have a good impression and affinity for products. Consumer groups are very complex, so many factors should be considered. Generally speaking, packaging design should be considered from the following aspects:

(1) lifestyle orientation. Different cultural backgrounds, different age levels and different professional characteristics cause different people to have different lifestyles, different consumption psychology, consumption characteristics and consumption concepts, and different people have different aesthetic standards and attitudes towards life, fashion and culture. Therefore, they should be considered and clearly reflected in packaging design. ?

(2) Location of physiological characteristics. Because consumers have different physiological characteristics, they have different needs for products, so designers should fully consider the physiological characteristics of consumers when designing such product packaging. For example, an elderly person with stubborn chronic diseases needs a product that can cure the pain slowly, and a brand of medicinal liquor made from traditional secret recipe is a product for this group of people. Then, for medicinal liquor with good curative effect, its packaging should clearly convey the information of medicinal liquor and the information aimed at the illness of the elderly by using graphics, characters and signs, so that the elderly can purchase it purposefully. ?

(3) regional positioning. Different regions have different customs and cultural characteristics, and consumers in different regions also have different consumption concepts and aesthetic standards, such as the differences between cities and villages, the differences between the mainland and ethnic minority areas, and the differences between different countries and races. Therefore, packaging designers should also fully consider these factors when designing packaging, so as to carry out targeted design. For example, color is a sensitive design element of different nationalities and countries. When designing, we should analyze and study the preferences and taboos of local consumers, not use the taboo colors, but use the favorite colors. ?

in a word, the above aspects should be fully considered in the positioning of packaging design, and packaging designers should master the above knowledge skillfully, make comprehensive use of it and use it flexibly, and design excellent packaging design with their own intelligence.