When you enter a supermarket or shopping mall, you must be attracted by a variety of goods. In the modern commodity competition, product packaging becomes increasingly important. Good packaging not only brings a visual shock, but also shows the degree of seriousness of the merchant's production of products. Packaging, as a means to realize the value of goods and use value, plays an extremely important role in the fields of production, distribution, sales and consumption, and is an important issue that the business community and the design community must pay attention to. The function of modern packaging is as follows.
1 Silent salesman
For a commodity, what we see first is its packaging, not the commodity itself. In the modern commodity market, it is necessary to make a certain commodity to jump into the eyes of consumers first, lead them to the front of the goods, and then cause their desire to purchase. The law of the beauty of packaging must be based on the shape, color, text, pattern, and packaging materials of the packaging.
Packaging is the best advertisement for a product. A market research agency abroad has made such a statistic: Supermarket customers spend an average of 17 minutes each week in a shop displaying 63,000 kinds of goods, and the average number of goods purchased per person is only 13.7. If you highlight the design of packaging properties and control the psychology of consumers, you can make your own products better than similar products on the shelves and win the favor of consumers. Therefore, strengthening the formal beauty of packaging design is the key to successful sales. As everyone knows, when Maotai first participated in the World Expo, due to the image of the “Taiyi blouseâ€, it was fortunate that its own quality was too great. It inadvertently shattered the bottle and the wine was overflowing before it was recognized by the world. The fact that this story has been handed down has made us happy not only with the sense of quality that "wine has to drink, but also to be diligently acquainted with it", but it also cannot fail to produce the sadness that lacks the "packaging" consciousness.
2 Increase the added value of goods
The biggest function of packaging is to increase the added value of the product. The added value of packaging is sought after by most corporate operators and packaging designers. Mr. Phillips Miles, a vice president of a New York company, was willing to design a new package for Marlboro cigarettes to invest 100,000 pounds, which is enough to reflect the importance of packaging.
Through packaging, products can become vivid and meet the customer's psychological, spiritual, and cultural needs, thereby promoting sales. This is not deception, but the packaging design gives the product additional value. Such as washing powder, of course, can also be packed in a transparent plastic bag, but a good packaging design can make the detergent visually rich in the same effect of the mountain, so that consumers will be more satisfied after use. In a pharmacy, you can buy frozen cream with very little money. Why would someone be willing to pay a lot more than this to buy a bottle of the same cosmetics with a beautiful package and trademark? The secret is that packaging can turn boring cosmetics into "magic bullets." In fact, people want to buy not only frozen cream, but high-grade, confident, heroic, youthful and beautiful. Packaging design can enable customers to meet these needs psychologically, thus promoting sales.
3 beauty incarnations
Good packaging design makes people see a piece of art, I believe you have such experience. Sometimes you don't buy what you need because it's good packaging keeps you entertained. With the improvement of people’s living standards, people’s aesthetics are constantly improving. Manufacturers look for this business opportunity, constantly update the packaging of goods, attract customers’ eyes, satisfy their spiritual needs, and make them entertained with beautiful packaging. Hold out your wallet.
In order to highlight the beauty of packaging, manufacturers try to do all kinds of methods, such as the use of texture, the texture is divided into natural texture and printed texture. The natural texture refers to the natural beauty of the packaging material itself, such as the texture of wheat straw, twine, wood, etc., with a simple, elegant, clean and beautiful; glass, ceramics, plastics, metals, special materials, paper, copper plate paper jam and other industrial production The products are exquisite, high-grade, smooth, hard, and vigorous; the natural water patterns, stone patterns, and moire patterns are soft, smooth, cold and majestic; animal fur, feathers of birds, wings of butterflies, ornate The beauty of elegance. Printed textures are artificial effects that mimic natural textures and produce visual effects through printing techniques, such as artificial marble paper, wood grain paper, textured paper, embossing effect on paper, and so on. Psychologically, elegant and gorgeous packaging images are related to status. Light clouds are related to relaxing moods. For example, red apples are related to satiation. Flowers and trees are related to the warmth of spring and summer. Male animals are related to vigorous and rigid personality. and many more. All this brings beauty and shock to the soul, but in fact this is also a manifestation of individual needs.
4 Expression of product information
The packaging must show the brand of the product, the manufacturer, the product features, the production date, the shelf life, and the method of use, so that people can see what they want to buy at a glance. So the package conveys the detailed information of the product. When the customer is attracted by the beautiful package, it will carefully read the detailed information of the product to decide whether to buy or not. Therefore, for similar products, we must highlight the special features of this product, which is particularly important for attracting customers.
In recent years, the competition in the Chinese wine industry has become increasingly fierce. The competition in liquor products has shifted from the competition of quality and price to the comprehensive competition with brands as the center, quality, packaging and price as the three major support points. Among them, packaging as an effective method of product segmentation and an important factor to promote consumer purchase, has been highly valued by manufacturers, the industry is more to "make wine is to do packaging" as the "golden rule."
However, for a period of time, alcoholic beverages once entered the misunderstanding, blind development, the prevalence of luxury packaging, and some product wine packaging cost up to hundred or even several hundred dollars. Due to the substantial increase in costs, the market price of the product has exceeded the consumer's psychological expectation and purchasing ability greatly since the product was put on the market. The demand and supply have been severely misaligned, and the product has been sluggish, resulting in idle and wasted social resources. Then, how does alcohol packaging have visual impact and wins market recognition, matching the visual effects and market effects?