Packaging innovation to enhance the competitiveness of products

Packaging design should show the personality, to show the connotation of the product on the outside. Good packaging design can create additional profits for enterprises; that is to say, the same products, due to different packaging, their sales advantages may be completely different. Differentiated packaging design not only enhances the core competitiveness of a product or brand, but also protects it through copyrights and patents, which in turn prevents the product from being similar or being imitated. Packaging is also the most direct and effective advertising vehicle.

Packaging design should focus on:

(1) From the inside out, the connotation of the product is shown on the packaging. As the packaging is the first feeling of consumers, in the era of consumer "feeling", it is obvious that the importance of packaging design is no less important than product design; the same product, due to the different packaging design, to the consumer confidence will be different. In the early days of reform and opening up, consumers can not distinguish the brand in the case of good or bad packaging to identify cosmetics, and now the gift industry in the absence of well-known brands, consumers also good or bad packaging, as a reference to identify the quality of the product;

(2) in the same cost under the premise of excellent packaging more people feel that the value for money. That is to say, excellent packaging design, under the premise of budgeting the entire sales scale, the cost control at the original level, and through the amount of winning, the packaging design process, materials, pattern design to a new level;

(3) how to reflect the differentiation, it depends on the product strategy positioning, packaging services to the product, and product development focuses on the consideration of the consumer's needs, the consumer's positioning. . In the era of increasing product homogenization, differentiated packaging design can stand out in similar products, and then through the protection of copyright, patent, and play a role in differentiation protection.

The following three cases of packaging design:

First of all, we would like to introduce Vanke Gifts Company won the first China Gift Design Competition Silver Prize "Taihuang Tin" tin packaging (Figure 1), which was selected by the Central Academy of Fine Arts and other experts in the 1,000 gifts in the packaging category of the highest award. The package changed the traditional design of tinware using special paper packaging, but the choice of tin foil paper as the surface material of the package, printed on the tin foil material of Thai folklore patterns, but the large area of the package using black patterns, only a small piece of the middle of the four-color display of the product LOGO, more importantly, this package uses a concave-convex pattern process, three-dimensional, so that people have a feeling of relief, and the product echoes. The individual cost of this package, the final control in the same cost with the traditional specialty paper hot LOGO, but the connotation of its product is complete to show.

Re-introduce the German JOHANNFALKENBURG packaging (Figure 2). It's 1.5 liters, the equivalent of two bottles of traditional wine, in a beautiful blue bottle. Deng Tao planned it this way: the consumption of wine is very large, so it is important to control the cost of packaging; the bottle has a chic shape, so it is important to show it off; the positioning of the wine is a high-grade gift wine, so the packaging material is made of leather; the taste of the wine is sweet and sour, and it is very pure, and it seems to be the "bride to be married", so it finally puts a wedding dress on her.

You may not know, now "Evian" mineral water is expensive, has been replaced by Canada's "Yakka Spring". The Chinese packaging of "Yaga Spring" was designed by Deng Tao, and now this product is advertised on China Central 9, which has entered the high-end consumer market in China. As "Yaga Spring" comes from the hometown of Bai Qiu'en in Canada, it is made from ten thousand years of glacier spring water (Figure 3). The product was awarded the Gold Medal for Best Taste at the 2007 Berkeley International Drinking Water Festival in the United States. Therefore, this package design uses transparent materials while strictly controlling costs, and uses images of snowy mountains and glaciers in the lower half of the package to surround the mineral water bottle.

In short, packaging design should have connotation and texture, but also effective cost control and environmental protection. The goal of packaging design is to make each package speak for itself and become effective advertising.

Author

Deng Tao, Chinese traditional craft master (national level), national senior traditional craftsmen, China's famous tourist souvenirs and gift design and planning experts, and former U.S. President Jimmy Carter, former Secretary of State Kissinger, the world's financial titan Greenberg, the international superstar Jackie Chan and other more than a dozen of outstanding U.S. and Chinese people with the "U.S.-China Outstanding Contribution Award", by the first U.S. and Chinese government, and the first U.S.-China Outstanding Contribution Award, the first U.S. and Chinese government. He was honored with the "U.S.-China Outstanding Contribution Award" together with more than ten outstanding U.S.-China personalities including former U.S. President Jimmy Carter, former U.S. Secretary of State Henry C. Greenberg, the world's leading financial strategist and international superstar Jackie Chan. As the chief planner, he was responsible for the development, design and sales of all licensed gifts for the first World Leisure Expo, and 100 design works were collected by museums and displayed in special exhibitions. He has been selected as one of the industry celebrities in the national publication "China Business Yearbook" in the past five years, and he has creatively designed hundreds of classic works for the Olympic Games, the World Expo, and the world's large-scale domestic and international events such as beauty contests. Deng Tao is currently the chairman of the Creativity and Design Committee of the U.S.-China Business Association, the executive vice president of the Zhejiang Provincial Gift Industry Association, the president of Hangzhou Tourism Commodity Industry Association, and the chairman of Hangzhou Vanke Gifts Co.