Enterprises should attach importance to creative packaging (1)

"People want clothing, Buddha needs gold," and goods must have creative packaging. With good packaging, it is possible for the goods to be sold well in the market. This is a victory in the operation of the company. In the era of information explosion, Chinese companies have only valued creative packaging and it is possible for the product to convey more information and the brand will become more competitive in the global market.
First, the advantages of creative packaging 1. Visually attract creative packaging, play a key role in attracting vision. According to one source of information, in a typical supermarket in the United States that operates 15,000 product items, the average shopper browses about 300 products per minute. Assuming that 53% of purchase activities are impulse purchases, then the packaging effect is quite similar. For 5 seconds of television advertising. Therefore, the role of brand packaging is definitely more than the general effect of advertising. Chinese companies should pay attention to creative packaging, visual packaging, color matching, and font selection. Increased visual stimuli, so that products through display on the display rack to attract the customer's vision, so as to achieve an unforgettable realm, companies are likely to compete with foreign strong brands in the global market.
2. To enhance the value of innovative packaging, not only can increase the sense of value of goods, but also can cultivate consumer groups loyalty to the brand. Creative packaging is a place where consumers choose their best, as companies have the ability to predict the effect of packaging impressions, fully grasp the likes and dislikes of consumers through packaging, and upgrade the quality of packaging The sense of value really achieves "the value of goods that have become rich, and the packaging has created psychological value." Therefore, creative packaging will only grasp the true value if it grasps the consumer psychology.
3. The theory conveys the idea that the soul is a style, it can strengthen the connotation of the product, deepen the impression of the audience, this invisible packaging. For product sales will have a great impact. The idea is conveyed in place, people feel real benefits point, the brand has the potential for appreciation. Therefore, the company must be pragmatic in the writing of the copy, the design of the topic, and the drafting of the title, so that the advantages of creativity can be achieved through language communication, achieve word-of-mouth effect, and indirectly become famous for enterprises and products. For example, the LOGO language of Ai Duo Electronic Advertising “We have been working hard” to express our utmost dedication to make Philips’ deep blue corporate philosophy and “Let's make us better!” are humbling, sincere, and implicit. This is the charm and taste of language. Another example is the "pragmatic management, self-employed" pragmatic concept launched by "Manager" magazine in December 2001, far better than the previous "smart management, superior management".
4. Brand identity Brand identity is the premise of consumption. It is only a rough or unclear impression in the mind of the consumer. Under this impression, when consumers encounter a business or brand, they will have a Intimacy, this kind of familiarity often leads to a sense of identity among consumers, shortens the decision-making time when consumers purchase products, and leads to rapid purchase decisions. It can be said that without brand recognition, it is almost impossible for consumers to identify with your company and purchase your products. However, there is brand recognition. This will give the brand a familiar feeling, such as Coca-Cola, IBM, Mercedes-Benz, McDonald's, etc., which are rich in creative packaging.
Second, the error of creative packaging At present, the industry once mentioned creative packaging, it will be equivalent to product packaging, the author believes that this is a wrong concept; packaging is not only the outer decoration, packaging is a strategic environment, it is reflected in Every aspect of the company. One expert said it well, "packaging creates illusions, and illusions about sales." Therefore, packaging is not a simple exterior.
With the advent of brand globalization, as a Chinese company, if it still ignores packaging and today only understands the exterior, it is very dangerous. This will not only result in the disappearance of the product, but also the decline of the enterprise. stage. In Western countries, creative packaging has already run through the entire operation of the company. In an accurate all-around strategy, it occupies an important position, and is by no means the single product packaging we imagined. Contrary to the assumption of our Chinese company, it is a three-dimensional, multi-dimensional, and it can build a charming, competitive "four-dimensional space."
China's packaging today is still at this stage of packaging only packaging. This is a very serious mistake. The concept is believed to be when the packaging design consultant Chris King made the conclusion that packaging is a speechless salesman. There will be similarities. Coincidentally, U.S. businessmen have also concluded that “what is the poor sales of goods? Change the form of packaging!” These are the words of the foreigners who are selling or packaging products. "I rely on packaging to promote the company!" Perhaps some of the domestic packaging masters do not agree with this statement, that "what can be related to the promotion of packaging companies? Is this possible? This is purely nonsense!" We may wish Looking back, the consumer's buying habits will realize the truth of this concept. As far as the author is concerned, it sounds a bit plausible when you listen to this statement. In the past, the author also dared to spread this concept, and after careful consideration and scrutiny, you had to pick up the concept of further sublimation. If not, The arguments are the backing, and the author does not dare to share with you in detail. In fact, creative packaging is applied to the overall strategy of the enterprise. This kind of outskirts will surely run through the entire process of brand building, leaving a clear impression in the memory of consumers and generating loyalty purchases.
III. Inadequacies of Chinese Enterprise Packaging There are still some serious shortcomings in the understanding and operation of packaging by Chinese enterprises. The specific performances of these companies mainly include the following aspects:
1. Packaging is the exterior It can be said that most companies still think so so far, packaging is to add a "coat" for the product, ignoring the real power of packaging, the mode of thinking is still very simple.
2. The phenomenon of misdiagnosis is serious. Enterprises do not pay enough attention to packaging, resulting in the company's lack of creativity in packaging at all, or even never considering the use of scientific methods to diagnose the feasibility of packaging. It is not easy to check the packaging of a product alone. The author published the article "Learn to check the face of a brand" published in 2001 (see the author's monograph, "Does the Brand Die?", pp. 221-228). 14 inspection standards, from the reader's call, you can feel that Chinese companies generally do not diagnose the packaging, and it can even be said that the diagnosis is almost zero! The symptoms of creative packaging in Chinese companies are representative of the following: (To be continued)