Differentiation of product packaging planning

It is very important to research and understand the status of the company's internal product chain, positioning, sales methods, and industry conditions before the packaging design. It is very important to grasp the packaging design and then conduct overall and comprehensive planning. This systematic understanding is the premise of design creation.

Whether shopping in a supermarket or shopping in a specialty store, consumers are trying to understand the features, meanings, and features of the product's features, prices, and the physical properties of the various colors, textures, reflections, and transparency. The functional requirements, aesthetic tendencies, and psychological needs of self-purchase. Through the combination of various elements, packaging conveys not only the individual product packaging, but also basic features such as preservation, transportation, sales, and carrying of products, as well as the product name, content, and brand. If we can systematically plan the overall environment, sub-division, and display of product packaging, consumers can not only be seen at a glance and easy to compare, but they need not run around. The sales effect under the overall plan may be better. Serialized packaging of products can better reflect its own value and superiority.

Overall planning of the product environment

First of all, under the premise of knowing the marketing methods, we must pay attention to the location of products and the surrounding environment. Product packaging plays a role in self-promotion. This puts high demands on color and styling, and the eye-catching colors must depend on the packaging of other products around them. Rather than considering color from the perspective of a single product itself, when the place for the exchange of goods is different, the change in the consumer's behavior in selecting the packaged product also takes place, which indicates that the packaging design culture is based on people's behavioral norms and based on The psychological characteristics formed in these areas are gradually formed in the marketization.

On the shelf, products do not rely on their own characteristics to attract consumers to generate consumer behavior. One researcher once pointed out: "Our overall evaluation of what we do and what we sell depends on comparison, comparison with past experience, comparison with the value we are expecting, and our possibility for future hope. Compare." As a packaging design for comparative purposes, we should observe more of the characteristics of competitors and take control of their own individual products and the different shopping atmospheres that may be formed during the packaging and display of products and their effects on consumer psychology. Better sell the product.

Product-based packaging planning

After experiencing short-term marketing behaviors such as “one stroke” and “price wars” focusing on the packaging of individual products, domestic companies are also raising awareness of product packaging, such as Wahaha’s dairy products, fruit juice beverages, and carbonated beverages. Series etc. At the same time, multinational companies are introducing the concept of complete product serialization into the domestic market. The overall battle between the brand's product lines has become increasingly apparent as the market matures. The product packaging mix for different consumer groups must emphasize its overall systematic organic order. As a packaging designer, we need to really work hard to understand the relationship between the various packages located in the product chain, rather than just focusing on the current status and future of a single package. In the systematic planning of packaging, effective design and selection of targeted packaging design, as its life-like training, may form the vitality of the entire product chain packaging.

Zoning plan

We believe that a company's product packaging consists of one "partition". Each “district” has its own common characteristics and its own direction of development. These characteristics and directions must be continuated and protected through planning and eventually form vitality.

To achieve the overall planning of product packaging, we must first: Effectively plan the packaging of all products of the company. "Partitioning" is the combination of products that have certain common characteristics that give consumers a sense of coherence and familiarity. Since each “district” has different packaging characteristics (different consumer groups and different marketing channels for products), when it comes to differential packaging design, it must also emphasize the integration of packaging with other packaging within the “district” and “ "Partition" coordination.

Differentiation of product packaging planning

When each individual product considers all aspects of its packaging elements and considers it to be a system design, it may be messy, disorderly, and not prominent when it is displayed on the shelves in all directions. If the similar items are rich in color, and we design with the plain design series, the whole will come out. Differentiated planning for product packaging is a must. Because nowadays the competition is not very intense.

Only with the above general thinking and choosing the right solution, the design under this guidance may be called the packaging design after the system planning. I remember a Japanese designer said: "A good design does not necessarily win the market. Any design that is unsatisfactory is better than early improvement, and it doesn't have to be useless." Perhaps it is for our reference.