13-point strategy to enhance product packaging value

According to a survey conducted by DuPont, the largest chemical industry company in the United States, 63% of consumers choose products based on their packaging. Different packaging makes people have different understanding and understanding of products and companies, many consumers are optimistic about the packaging before buying. The commercial value presented by packaging is increasingly apparent.

In the marketing practice, different companies attach great importance to the degree of emphasis and level of control of the packaging. Both domestic and foreign well-known enterprises such as Bright Dairy, Yili Group and Procter & Gamble Company attach importance to the design, printing and production of product packaging, and there are also a large number of The company's "first-rate products, second-rate packaging, third-rate prices," this situation. For many small and medium-sized enterprises, packaging is an important means of contending with big companies. Compared to raw materials, technology, and talents, packaging should be a small company. The author had visited a winery in a county in the previous stage. The marketing director of the company presented the company's new and improved packaging, and compared it with a health-conscious wine in the northwest region that has been in great demand for nearly two years. This kind of packaging is more dignified and more graded. This is why Wu Ying has formed the competitive advantage of this seemingly small company.

A typical packaging can not be separated from the trademark, product name, company name, site, production date, shelf life, implementation of standards and product specifications, grades contained in the name and content of the main components and other necessary information. The author believes that in order to enhance the competitiveness of products, in addition to the above basic elements and to enhance the design of the art and the advanced nature of the production materials, there are many valuable content that can demonstrate the competitiveness of the company should also be filled in due course. When it comes to packaging, consumers will be admired.

Honor logo. Some valuable and honorable titles allowed by relevant laws and regulations should be reflected in the product packaging, which can form a distinction with similar products and enhance consumers' desire to purchase. Such as China's well-known trademarks, local famous trademarks, green food, pollution-free food, national varieties of traditional Chinese medicine protection and through the ISO9000 series quality system certification and so on.

The logo of the company's progress and development. For example, the words “new product” and “second generation” all provide consumers with information on product improvement and quality improvement, and consumers will naturally choose this.

Product featured logo. For some products, the concept of the specificity of the display function is extracted, and special products, special songs, special products, refined products, and quality products are used to express the uniqueness of the product, which can enhance the deep and uniqueness of the product and contribute to its own Market status, such as the Luhua brand edible oil has created a special fragrance concept to enhance the impact of the product. The “Herbal extract essence” on the two-sided Chinese medicine toothpaste packaging box is also to strengthen the characteristics of the product.

In food, it belongs to various specialty products. It needs to be reflected and it should be emphasized. For example, “Beijing specialty products” and “Shandong specialty products” are marked, if not specifically marked, the product image will be greatly reduced; in addition, if the product itself has bright spots and there are qualitative differences with similar products, such differences need to be reflected, such as A type of sugar produced by the US-based joint venture Kraft-Tianmei Foods Co., Ltd. is marked with “real fruit juice” in Chinese and English at the conspicuous place of packaging, and the patented product should be specifically noted on the packaging, mainly the patent number.

Encouraging logo. Through the use of appropriate words or patterns to stimulate consumption, it can be used to attract attention and stimulate consumption. Such as a certain brand of hot sauce, the word "sweet enough" is the word, causing consumer questions and thinking, consumers did not realize it to make the initial purchase, if the quality is really as the package said, then it may be Cause consumers to buy again. Linyi, a food company in Linyi, Shandong Province, which uses the trademark “Lao Sun-Sun” as the trademark of Shanshan Mountain, has boldly stopped the words “Let's taste the good craftsmanship of Lao Sun” on the lid of the packaging bottle. This is similar to the chili sauce product mentioned earlier. The best. In addition, such as “Kang Shi Fu” instant noodles on the packaging of "taste, is this taste" are very powerful language, can play a very good role in attracting consumption.

Environmental protection logo. On the packaging, a certain pattern can be used to reflect the corporate social responsibility awareness of protecting the environment. This will be loved by consumers. With the gradual increase of public environmental awareness, the company’s initiatives in this area should be further increased.

Promotional tips. The promotion itself is an important means of leading consumption. It highlights the direct purchase interest of consumers and marks the implementation of the promotion by describing promotion tips on the packaging. For example, Nongfu Springs has printed a bottle of Nongfu Spring on plastic bottles. "I donate a penny for Hope Project". The content of promotional activities is directly printed on the tight packaging of space and can play a role in stimulating consumption.

Advertising slogan. Although many companies have wonderful slogans in media advertisements, they should also make efforts to formulate and properly add packaging.

Enterprises should promote the advertising function of packaging. Packaging should become the company's own "advertising media," rather than simply relying on the media for advertising. Many excellent slogans, such as Nestle Coffee's "Very Tasty" and Kim Biao Group's "Become a comparison, try it, try Golden Ham," are all very intriguing, for consumers who have not previously noticed corporate advertising. In the meantime, it is an excellent consumer pull.

Increase the figure and make the whole pattern live. In the product packaging, simply using the product as the center to portray the products is a reflection of the concept of the product to a certain extent, or it is centered on the “object”. If human factors are added, the picture will be vivid. Can quickly narrow the distance with the audience. In this point, it does not mean that companies must have image endorsers to do so. They should belong to design strategies or techniques.

Shandong Jinyu Group is a well-known food industry in the country and has formed its own characteristics in product packaging design. For example, a little boy dressed in red and tiger head holds a product, raises his arm, praises the image of the king of calcium and gold, a little boy and a young girl taste the ham, and the image of happy laughter becomes a remarkable product. A little bit. Its mascot, Jin Qiwa, who knocks on her little sister, is even more lovely and consistently appears in all the packaging and its various promotional materials. All of these children's protagonist propaganda measures have deeply attracted consumers. People can't help but like these cute children's images. They also have a desire to purchase from the inside.

Children are the hope of the family and the society. They pay attention to the children and they care about the family. When they pay attention to the family, they grasp the entire society and can form a good brand effect. Therefore, it is not surprising that more and more manufacturers have set their sights on children.

It is connected with fashion and festive. Product development should be adapted to the needs of consumers. If product packaging can also be concerned with a number of issues in social development, then no-win will enhance the connotation of the product and will be welcomed by consumers. Such as the success of China’s Olympic bid, the words “I wish China's successful bid to host the Olympic Games” are printed on the packaging in a timely manner, reflecting the company’s social awareness and conscious of social development; similar to the coming of major festivals such as the Spring Festival, “Wishing a Festival” on the packaging. "Happy" and the like can enhance the affinity of the product, and this practice can also increase the sales of the product, because the gift is more appropriate, the gifter wishes to express his wishes, and the product packaging expresses for him.

Customers are particularly concerned about the problem. Reliable consumption and safe consumption have become the subject of people's consumption in recent years. Enterprises should pay attention to meeting the actual needs of consumers in packaging design. For example, toilet paper manufacturers emphasize that the produced toilet paper does not contain fluorescent powder, milk is “non-anti-milk” or “non-pollution milk,” and the flour manufacturer’s proposal “no brightener” can eliminate consumer concerns. It is very sensible to be able to attract the attention of consumers, and in the current society's general concern about consumer confidence. Especially in the purchase of low-interest-degree products, this simple text introduction sometimes becomes the direct reason for consumers to choose.

The value of knowledge, the content of science and technology, and the age of knowledge economy have promoted people's attention to knowledge, and the content of technology and knowledge of products is a concern and interest for people. Reflecting this aspect on the packaging will increase public awareness and enhance product awareness. Such as "XXX" and "XXX" scientific research institutes or colleges and universities to jointly develop the words, can audience well dissemination of product technology information. Gold partner this health product, on the packaging to highlight the "developed by the Chinese Nutrition Society" words, to establish the authority of the product, enhance consumer trust.

Used by the sub-brand. With a unified trademark as the main brand, sub-brands should also be properly established and marked on the packaging. For example, a brand of hot sauce uses a very delicious sub-brand “Onion Companion.” Mengniu’s newly launched ice cream this year distinguishes several kinds of “altering,” “top,” “green, good mood,” if not this. In this case, only the general use of the Mengniu brand can not make the consumer feel more about the product, and it cannot expand the competitiveness of Mongolian poker in the market. Bird launches a mobile phone for women and further names it as a "woman star." Make product features more obvious, market segments directly reflect.

The beauty and value of the sub-brands are many. The proper use of results will not only enhance the main crystal brand, but also play a promotional role, which many companies have confirmed.

Other content that helps improve the impact of the business or product. Such as the XX large-scale sports event designated products like to see the industry is inconspicuous, but it means that the company's own strength and status, and thus can enhance the public's trust.

In short, the content of product packaging can hold quite a lot, but it does not necessarily need to be reflected in every product of a company. Enterprises should be based on their own industry and product characteristics, comprehensive analysis and selection to determine, to maximize the shaping of packaging value, and the formation of its own characteristics. Some of the items listed above are those that existed in the enterprise and can be directly used for packaging. Some of them need to be digging hard. Some contents can be determined by packaging designers, and some still require the cooperation and joint efforts of other departments or personnel. carry out. But in any case, it does not mean that the company can be irresponsible and disregard the social and consumer interests to create some content arbitrarily, because then even if the immediate interests are received, it will eventually be punished by the market or the competent government department. The company's efforts to enhance or improve the contents of product packaging, the common goal is to reflect the packaging value, thus reflecting the value of the product, access to consumers' love and recognition, and promote the realization of corporate goals.

Source: China Packaging Author / Chen Lingjun