Some key points of corporate brand packaging design

[Chinese Packaging Network News] Packaging is the product's coat, is an indispensable part of the product value, and serves as a bridge between enterprises and consumers. With the continuous improvement of people's living standards, the pursuit of beauty is getting higher and higher. Outdated packaging concepts and packaging products are far from satisfying people's aesthetic needs, and “beautiful, individualized” packaging is increasingly becoming a consumer. Respected. Therefore, the importance of brand packaging is reflected in this, then what kind of brand packaging design is a good packaging design? The good or bad here is reflected in the terminal is whether it can sell. From the consumer level, it is the brand packaging design that can impress consumers.

Can you sell it? How to achieve this goal? If brand packaging designers can design a package that can impress consumers to sell goods? Need to be detailed again. A brand-packing process is needed to ensure that designers can work according to the requirements of the market.

First, establish the industry, collect a package design for the entire industry (competitive products), understand the brand packaging design situation of each competitor, and then issue a complete description of the competing package design. This is a reference for customers and graphic designers to provide packaging design, which is the most basic and important one essential work; secondly, this project packaging design proposal, which is based on the market competition packaging design and After the customer's opinion, there is an advertising company (planning company) issued based on the comprehensive opinion, which is a more valuable program document to guide the designer's work.

Thirdly, after the above two tasks are completed, the work that needs to be done is a collective discussion. It can also be said to be a brainstorming. However, if brainstorming is really useful, it is not really easy to say. For outstanding designers or planning, This step is actually useless. This industry is just as important as talent and hard work. But talented people are, after all, less. Therefore, for most companies, this is also necessary. This step is the work of the company’s planners. To sort out the ideas to be given on the packaging, to form a draft, for the designer, it is along with the planning to implement the brand value in the form of a plane. Therefore, a preliminary draft of the packaging design comes out.

Does that mean that the entire package design work is completed? If the customer has accepted it, can it be completed?

For formal creative companies, this is not possible. In the attitude of being responsible to customers, we need to add one more step, that is, market testing experiments.

Fourth, the market test experiment of brand packaging design. A brand package can be said to determine the success or failure of the terminal sales in a certain sense. Therefore, it is necessary to consider the color preference of consumers, the size of the package, that is, the popularity of the size, and the product value of the brand value conveyed on the package. After the package is completed, The advertising company (planning company) and the customer complete the test together. When the conditions are met, it is advisable to enter Shangchao and test the popularity with the actual sales status. Therefore, this step must be done to allow consumers to pay for the purchase. In the form of test, otherwise it does not make sense. It is necessary to do comprehensive measurement under both virtual sales (non-purchase tests) and actual sales (purchase tests).

After completing the above phases, it is considered that a packaging design cycle has been completed. If it is more popular, it will be put on the market. If the market does not accept it, it will be rectified.

For the fourth step of market testing, many companies cannot do it. The reason is whether a package is popular. In actual sales, whether the price is reasonable or not is also determined. What can be done is that while accepting customer packaging design, The price formulation is also involved, otherwise the effect cannot be measured.

There was once a designer complaining: “Corporate leaders do not attach importance to design at all, never let us participate in product strategic marketing meetings, and usually only use us as artists.” This also raises a strange phenomenon that many companies are Packaging design does not pay attention, just get it, you like to be able to accept, this point is very tragic, what are the consequences of this short-sighted behavior, needless to say. Why would it be better for a customer to eat thousands of bucks for a meal than to spend all his energy on providing a popular packaging design? Short-sightedness determines the market prospects.