With the development of the market today, Chinese commodities have entered a new economic stage. After the market tide baptized enterprises, the concept of commodities has begun to enter a qualitative change. The introduction of new concepts of overseas marketing has also continuously impacted marketers. From the initial 4P to the subsequent 4C, and the 5P proposed later, it is all reminding the decision-makers and operators of enterprises to pay attention to the market and consumers. The purpose of integration is to achieve the maximum use and release of resources. Due to too many market theories, the changes in the market are often attracted by some new terms and new doctrines, while ignoring some of the most basic and simple but The most direct market means, here we discuss the last P about 5P: package. When it comes to packaging, for many companies, it seems to be an obsolete topic. Compared with a series of topics such as "integrated marketing" and "brand strategy", it seems to be much more bland and outdated. Now when an enterprise speaks of marketing, it must be called "integration". Without mentioning "integration", it doesn't seem to be too mainstream. As far as the success factors of the entire product are concerned, the packaging strategy greatly affects the success rate of the product.
The first thing to remind is that the success of the product is not necessarily due to the success of packaging, but the success of packaging can promote greater success of the product. Let's take a look at two well-known products on the Shanghai market-"Can adopt" eye patch and "Melatonin". At first glance, these two products seem to be unrelated, with different business backgrounds, different market groups, and different product attributes. But there is one thing in common. Their current market status is better, and they are currently more successful products. This can be confirmed from the popularity and sales status.
The "applicable" packaging appearance adopts the indigo color tone, the color association comes from the Chinese blue calico, and the graphic design adopts the scatter type, the shading content is the product component, and appears in the original form of the plant, using the Chinese painting lowercase technique . The whole image is traditional and modern, with simple colors and no shortage of trends. The "applicable" logo body and symbolic graphics are eye-catching. The packaging can be called the top grade in commercial design. According to a sample survey, the approval rate for product appearance is over 90%. It can be said that the first success is the success of packaging. The consumption pleasure does not only appear after the use of the product, the affinity of the packaging itself will prompt consumers to make preference choices faster after conducting similar comparisons.
As a health care product that is popular all over the world, "Melain Platinum" has attracted more and more attention from the industry and industry outside of ordinary commodities. On the level of product packaging alone, there are several characteristics of analysis: It is a consumer positioning group, but the portrait processing and row style have no special characteristics and beauty. â’‰The main tone selected is the standard dark blue. It is said that blue is the favorite color of the company's CEO. Here, the personal preference of the leader has once again been expressed on the product. â’Š The layout and product name of the big-character newspaper style lacks vitality and affinity ... There are many shortcomings in such design. But just such a packaged product has achieved great success in the health care product market.
So it seems to provide such information to companies that do not pay attention to packaging: packaging design does not matter. What is it like? In the survey of product awareness, the score rate is extremely low. Relying on the continuous delivery of advertisements and forcible instillation, it still maintains a relatively good posture in the market, but "looks beautiful", the decline of the product itself has been revealed, plus some recent media demonstrations of the product's efficacy ingredients Exposure and planning exposure undoubtedly cast a shadow on the product. If "Melatonin" puts more effort into its reputation, and has a little more affinity and taste in packaging, it may have been better and more stable. Of course, the health care product industry has always been "three to five years of different styles." Without a victorious general, the product will eventually enter a recession period. I believe that Ghent has already planned for a long time. Perhaps "Melatonin" has always given the impression that there are too many ingredients for show and hype.
Although "cookable" and "Melatonin" are incomparable in terms of the product itself. "Neoplatin" succeeded, the company's own hype and planning skills are beyond doubt, he wins in marketing, although its packaging is very disappointing.
However, how many products on the market have no good sales performance due to the appearance of the failed design, coupled with the lack of marketing capabilities, the failure of the product has become destined.
In fact, the concept of "strategic design" is very important for a product to enter the market, and daily consumer products should pay special attention to packaging. More than 76% of consumers finally make purchases after they enter the mall. Purposeful purchases are, after all, a minority. In the face of hypermarkets, the assortment of products on supermarket shelves is gradually becoming more homogenous. Making choices quickly is not an easy task, not to mention a considerable number of new products that mainly take the terminal route due to advertising budget constraints. At this time, the appearance of packaging seems to be decisive. After all, there are only a few companies that can make big advertisements.
Consumers face the homogenization of a class of daily-use products, and their psychological decision-making process simply considers the following points:
1. Whether the price is in line with the norm.
2. If the price is slightly higher than similar products, see if it is within the budget or affordability of this purchase.
3. Take a closer look at the instructions and consider the price / performance ratio
4. Feel the product temperament and get this information from the outer packaging.
5. See brand support.
6. Are there other preferential measures?
7. Personal preference.
Among these items, some items will have contradictions. For example, if the product functions and parameters are similar, they will believe more products with higher brand awareness. Customers also know that the higher the brand awareness, the higher the product price by a few percentage points. The consumer is savvy. He knows that the extra money is for advertising expenses to the enterprise. Once it feels that it exceeds the budget, it may also choose products of similar popularity. This value orientation is apparent in small daily necessities. In this case, the role of product temperament is fully reflected, and the appearance of the package is the basic element to achieve this function. As long as it is not obviously over-packed, anyone will choose to work harder on the appearance of the package. "Good value for money" is what everyone expects.
Don't companies know this? Not too. But when the product enters the packaging design stage, it will often fall into a misunderstanding unconsciously. Generally have the following performances:
1. Paying too much attention to the technical gold content of the product itself, and excessively expressing the technical connotation.
2. Without formulating a perfect entry strategy, they began to seek packaging design projects.
3. Driven by the personal preferences of corporate decision makers.
4. Not trusting the company entrusted.
5. Cost control is not focused. Initially only the effect is required. When the design is finalized and the printing process is determined, it is found that it exceeds the budget, so it is rushed back to the furnace.
6. Businesses talk a lot, but they don't make a lot of sound. Finally, the design is completely unrecognizable.
Waiting for the above is not enough, so making a good product appearance is not only the work of the design side, the quality of the company itself, and the concept of self-cultivation greatly affect the image of the product. If you stumble forever, any good product should be the result of planning.
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