Re-raising the market orientation, perfecting the packaging design
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As the market develops to this day, Chinese goods have entered a new economic stage. After the market has been baptized by the tide of the market, the concept of goods has begun to enter a qualitative transformation. The introduction of new concepts in overseas marketing has also continually impacted market players. From the initial 4P to the later 4C, and later proposed 5P, it is not to remind the decision makers and operators of the enterprise to pay attention to the market and pay attention to consumers. The purpose of integration is to maximize the use and release of resources. Due to too many market theories, the morphological changes in the market often cause companies to be attracted by some new terms and new doctrines from time to time, while ignoring some of the most basic and simple ones. The most direct market means, here we explore a final P: package for 5P. When it comes to packaging, for many companies, it seems to be an old topic. Compared with a series of topics such as "integrated marketing" and "brand strategy", it seems to be much flatter and outdated. Nowadays, enterprises say that marketing is called "integration", and that "integration" does not seem to be mainstream. As far as the overall product success factor is concerned, the packaging strategy greatly affects the success rate of the product.
The first thing to be reminded is that the success of the product is not necessarily due to the success of the packaging, but the success of the packaging can promote greater success of the product. Here you can look at two well-known products in the Shanghai market - "can be" eye film and "brain platinum." At first glance, these two products seem to have nothing to do with different corporate backgrounds, different market segments, and different product attributes. But one thing is common. Their market status is good and they are all relatively successful products. This can be confirmed from the popularity and sales status.
The appearance of the “recoverable” package adopts the blue-tone tone, the color association is derived from the Chinese blue print cloth, and the graphic design adopts the scatter pattern. The shading content is the product component, and the original appearance of the plant appears, using the Chinese painting's small freehand gesture. . The whole image is traditional and modern, the color is simple and the trend is not lacking, and the main body and symbolic figure of “can be collected” are conspicuous. This package can be called the top grade in commercial design. According to the sample survey, the recognition rate of the appearance of the product is over 90%. It can be said that the success of the acquisition is first of all the success of the packaging. Producing consumer pleasure does not only occur after the product is used, the affinity of the package itself will prompt consumers to make a preferred choice after a similar comparison.
"Mentor Platinum" as a health care product in the north and south of the Yangtze River, the industry outside the industry has paid more attention to him beyond the general merchandise, on the level of product packaging, there are several characteristics: 1. The main element of the person's avatar is the main element, portrait It is a consumer-oriented group, but the handling and arrangement of portraits have no features and aesthetics. 2. The main tone of the selection is the standard deep blue. It is said that the blue color is the most preferred color of the company's CEO. Here, the leadership's personal preference is once again expressed on the product. 3. The style and product name of the big-character style, lack of vitality and affinity... There are many design flaws. But such a packaged product has achieved great success in the health care product market.
So it seems to provide a message to companies that don't pay attention to packaging: packaging design doesn't matter. What is it like? In the survey of product awareness, the score rate is extremely low. Relying on the continuous release of advertisements and forced indoctrination, it still continues to maintain a relatively good posture in the market, but “it looks beautiful”, the decline of the product itself has already emerged, coupled with the recent demonstration of the efficacy of the product by some media. Exposure and planning disclosure have undoubtedly cast a shadow over the product. If "Melaton Platinum" puts a little more effort into the reputation, if you have a little more affinity and improved taste in the appearance of the package, you may be able to go better and be more stable. Of course, the health care products industry has always been "three or five years of leadership," and there is no permanent victory. The products will eventually enter a recession. I believe that the company has already prepared for the rainy days, but it is not a good thing to leave such an impression on the audience. Perhaps "Melaton Platinum" has always given the impression that there are too many ingredients for show and hype.
Although “recoverable” and “brain platinum” are incomparable in terms of the product itself. "Melaton Platinum" has been successful. The company's own hype and planning skills are unquestionable. He wins in marketing, although its packaging is disappointing.
However, there are still many products on the market because of the failure of the appearance design and no good sales performance, coupled with the lack of marketing capabilities, the failure of the product has become doomed.
In fact, the concept of “strategic design” is very important for the operation of a product entering the market. The daily consumer products should pay special attention to the packaging. More than 76% of consumers finally implemented purchases, which were decided after entering the mall. Purposeful purchases are, after all, a minority. In the face of hypermarkets, supermarket shelves are full of goods, the degree of homogenization is gradually increasing, and it is not an easy task to make choices quickly, not to mention a lot of new products that are mainly based on the budget constraints. The appearance of the packaging is very important at this time. After all, there are a few companies that can make big publicity.
Consumers face a homogenized level of daily-use products, and their psychological decision-making process considers the following:
1. Whether the price is in line with the law.
2. If the price is slightly higher than similar products, see if it is within the budget or the endurance of the purchase.
3. Look at the instructions carefully, consider the price
4. Feel the temperament of the product and get the information from the outer packaging.
5. Look at brand support.
6. Are there any other incentives?
7. Personal preference.
In these items, some projects will have contradictions. For example, if you look at the product functions and the parameters are not much different, you will be more likely to believe in products with higher brand awareness. The customer also knows that the higher the brand awareness, the higher the price of the product is a few percentage points higher. The consumer is savvy. He knows that the extra money is advertising the company. Once it feels over budget, it may choose a similarly-known product. This value orientation is evident in small daily necessities. In this case, the role of product temperament is fully reflected, and the appearance of packaging is the basic element to achieve this function. As long as it is not obviously over-packaged, anyone who chooses to work harder on the appearance of the package, "value for money" is expected.
Do companies not know this truth? Not also. However, when the product enters the packaging design stage, it often unconsciously falls into a misunderstanding. Generally have the following performance:
1. Pay too much attention to the scientific and technological gold content of the product itself, and over-express the technical connotation.
2. Without a well-established market entry strategy, we began to look for packaging design projects.
3. Corporate decision makers are driven by personal preferences.
4. Not enough trust in the company entrusted.
5. The cost control did not pay attention to it. At the beginning, only the effect was obtained. When the final draft of the design decided to make the printing process, it was found that it exceeded the budget, so it was rushed back.
6. Businesses talk more and have fewer clappers. Finally, the design is beyond recognition.
Waiting for the above, and so on, so making a good product appearance is not only the work of the designer, the quality of the company itself, the concept of cultivation greatly affects the image of the product. If a mistake is lost, any good product should be the result of planning.