New Product Packaging Design and Research (I)

In the modern market, packaging has become almost an indispensable part of any product. Some of the most popular products in the world are also known worldwide for their packaging. Such as Kodak film packaging, Coca-Cola packaging. Including designing nature has also become an indispensable part of new product development.

1. The role of packaging

The effect of packaging on new products varies depending on the type of product, and some products (such as industrial consumables, hardware, etc.) are less important than Others (cosmetics, gifts, etc.). In order to emphasize the importance of packaging, some management scholars call it the fifth P, which is another P in addition to the four Ps: Product, Price, Placement, and Promotion. . But most people still think it is part of the product. 

With the development of commodity economy, advancement of science and technology, improvement of people's purchasing power and supply of market and intensification of competition, packaging is increasingly important. In addition to packaging is an indispensable part of the protection of products, well-designed packaging can give consumers the convenience of creating value, increase consumer satisfaction, at the same time, the design of effective packaging is an important medium for creators and distributors to promote products. 

With the development of marketing, packaging is playing an increasingly large promotional role, especially for the consumption of new products. The reasons are probably as follows:

(1) The emergence and increase of self-service sales. For example, in supermarkets, shopping centers and other commercial enterprises, the sales methods are not introduced by sales personnel, but rely on self-introduction of products on the shelves. Therefore, product packaging, especially the packaging of new products that people do not yet understand, should attract customers to describe the products through the graphics on the packaging and give customers confidence in order to achieve sales. 

(2) People’s purchasing power and living standards improve. The increase in people’s income makes them willing to pay more for convenient purchases and easier portability of products. With the improvement of living standards, new material lifestyles (such as the storage of foods on refrigerators, the display and beautification of items on high-end furniture, etc.) have also promoted the exquisite packaging to be more popular among consumers. 

(3) Increased competition makes packaging one of the means of marketing competition. 

From the analysis of why people place more emphasis on packaging, product development and product designers should establish new packaging concepts. Modern product packaging should accomplish more functions. 

(1) Protect the product. The protection function of packaging on products refers to the maintenance of product quality from the manufacturing plant to the consumer in all aspects of transportation, storage, and display, such as the preservation of fresh consumer goods, the non-deterioration of quality, and the non-corrosion and non-corrosion of industrial products. Wait. In addition, there is a role to prevent misuse. 

(2) Differentiate products. Packaging is one of the foundations of product differentiation. The use of unique packaging can make the product unique to other similar products, so that customers can distinguish and identify the company's products. For consumer products sold on retailer shelves, packaging is an important factor for customers to distinguish and select products. 

(3) promotional products. On the basis of differentiation, through the attractiveness of packaging design and layout graphics and texts, customers' interest in products and the understanding of the basic characteristics and consumer benefits of products are important factors in promoting and accelerating the consumer purchasing decision-making process. 

(4) Easy to buy and use. Packaging allows customers to more easily carry, handle, store, and use the product from the time of purchase to the use of the product. 

The modern packaging concept is based on the three-level theory of the product, and considers that packaging is a part of the product composition. The packaging quality has an important promotional role for the product. 

(to be continued)