Relationship between sales force and packaging

In the development of new products, the packaging design of products is a very important part. How can product packaging generate sales force? Let us use logical reasoning to evolve this course of action.

We first look at the three major steps of the customer's buying process: seeing the product - being impressed by the product - generating a purchase. These three steps will determine what features our product packaging focuses on.

1. Visual impact function. Products that cannot be seen cannot be purchased! This is a well-known display theorem. On a dazzling supermarket shelf, whoever's products can enter the consumer's line of sight can be purchased, and there is no chance of sales. We may not realize that some of the brands displayed on the shelves are not in the sight or mind of consumers at all. The author once did a simple field test: when asked about a certain brand on the shelf, more than half of the customers who just came out of the shelf area actually did not see it. Therefore, it is well-deserved to list visual impact as the first function of packaging design, which is the premise and basis for realizing sales.

2. Information transmission function. Being seen is only a prerequisite and foundation for realizing sales. To impress customers, you have to rely on the charm of the brand itself. "who am I? What can "I" bring to customers? Can "I" make customers like it? Packaging design requires eye-catching messages that can touch consumers. This information is presented to the customer in a concise and prominent manner, giving the customer a rational purchase reason.

3. Aesthetic pleasure function. As the saying goes: goods sell a skin. "Leather" is beautiful. Not only can it be sold, but it can also be sold at a good price. In ancient China, there were allusions to the “buying and returning beads”, which shows the importance of the aesthetics of packaging. This requires that our product packaging be beautiful, can give customers a pleasing sensation, can seduce customers' desires, and give customers a sensible purchase reason.

4. Personalized features. If your brand is not a “family”, you do not deliberately want to confuse the video, you must also work harder and harder. Personalized packaging often depends on factors such as your brand positioning, brand personality, brand segmentation, and channel type. The distinctive product packaging helps customers judge in front of similar products, saving time and convenience. Personalization not only distinguishes your brand from your opponent, but also gives your customer a preconceived memory.

5. Quality sense function. This is a very emotional thing. In essence, the customer is most concerned about the quality of the product, but the quality of the product is often the customer can not immediately determine, and the customer can only from the side to prove the quality of the product, such as the brand's corporate background, brand accumulation, advertising, friends and other recommendations. The customers' judgments are essentially the quality of the products. In addition to the above factors, product packaging is also an important indicator of the quality of the customer.

6. Additional value function. Packaging design is one of the ways to create added value for goods. "Packaging is often more important than the product inside." This statement reveals the meaning of the package's added value orientation. "A good horse with a good saddle" also mistakenly leads a perceptual paradox - "It must be a good horse with a good saddle." The most typical moon cake marketing is not so much a brand war as a packaging war.

7. Convenient customer function. The convenience of packaging is also one of the factors that customers decide to purchase. Whether the packaging specification meets the customer's usage and storage habits, whether the packaging is easy for customers to pick up, whether the price due to the packaging capacity or specification exceeds the customer's payline, and whether it is convenient for customers to try to purchase. When designing packaging, we can achieve "people-oriented" from these details, and it is really good packaging.

8. Self-sales function. In addition to advertising, shopping guides, and other means, more often than not, direct communication with the customer is carried out through the packaging. Therefore, a good packaging design must be found in the customer's 3-second quick review and passed within 15 seconds. The brand's comprehensive information touched its desire to buy. Therefore, successful packaging design can make the goods easily self-sale. The self-sales function is also the result of the above-mentioned functions.

So, what aspects should we start with to represent these features of product packaging?

1. From the display environment, packaging color, pattern, style and other aspects to create brand visual impact.

Color is the vanguard of taking customers' eyes. Among the many elements of packaging design, a pleasing color is bound to leap into the customer's eyes first, followed by other design elements. Therefore, turning good colors is the first factor in creating visual impact.

The vivid patterns and unique styles are also effective means to distinguish competitors and escape from the display environment. At the same time, vivid patterns and styles also induce customers to buy impulses. Regardless of the display environment, it is difficult to create a strong visual impact by simply designing the color of a closed door based on brand personality or brand style.

2. From the brand positioning, the brand's current status to convey brand information and personalized face.

Through the positioning of its own brand, it is clear what kind of factions it is, what kinds of people it is targeted for, and which appropriate channels are selected, so as to determine the design style and brand theme of the brand. The brand theme enriches important brand information that consumers care about, such as brand name and brand main interest point.

3. Create packaging with appropriate added value, quality, and beauty based on channel differences and price positioning.

The added value of product packaging and the design of the sense of beauty, quality, brand points of interest and packaging materials, etc. are complementary to each other, according to the differences between channels to create a package with a modest added value, quality and beauty is more realistic. Different channel orientations determine the shape, color, material, etc. of the package.

4. Pay attention to balance in order to achieve a harmonious layout of all elements.

Some people call packaging the “P” parallel to the “4P” combination of marketing, showing the importance of packaging. As a designer of packaging, it should be clearly understood that the design of product packaging must be based on the market. Therefore, from a market perspective, sales are really "beautiful." When designing masters, they must consider factors other than aesthetics such as the development stage of the company or the brand, the purpose of the brand, and the sales environment, and become marketing designers. Also, brand managers can take aesthetics into consideration, so that product packaging has both sales force and beauty.

Author: Following the High

Reprinted from: "Modern Marketing Marketing Academy"