Packaging standardization brings packaging brand effect

In 2005, the country's constant standardization of packaging forms dominated brand packaging.

In the dairy industry, the General Administration of Quality Supervision, Inspection and Quarantine and the National Standardization Administration issued the "Guidelines for the Implementation of National Standards for Food Labeling." It stipulates that from June 1, 2006, all dairy product packaging labels will not be able to use the word "fresh". The emergence of the “Fresh Order” completely overturned the package form of the “fresh” character on the packaging of some dairy companies. In 2005, as a link between the previous year and the last year, major brands of dairy products companies continued to stabilize their country and highlighted the brand's quality. They began to find another way out of packaging to build brand advantage through packaging.

In the tobacco industry, in September 2005, the State Tobacco Monopoly Bureau issued two new documents, namely the new national standard and packaging label regulations, to regulate tobacco production and packaging. The document stipulates that from the first half of 2006, imported cigarettes that are printed in various foreign languages ​​without prominent Chinese characters will not be allowed to be sold in the Chinese market. For example, the packaging of external cigarette brands such as Marlboro, 555, Seven Star, Kent, Davidoff will face rectification; Cigarettes must be marked on the packaging of carbon monoxide, and the phrase “healthy”, “efficacy”, “safety”, “environmental protection”, “low hazard”, etc., must not be used to describe the efficacy of cigarette components. “Light” or “ultra-light” must not be used. , "Soft" and other terms used in the description of cigarette quality, may not use terms such as "low and medium tar", "low tar", "low tar content", etc., and have used extreme terms such as "greatest", "best" and "gold medal", or The words “royal product”, “tribute”, etc. with feudal or spurious components have to be modified during the process of product modification or brand integration. These regulations have pushed word promotion on cigarette packages into the cold, thus making the value of the brand even more important. Because there is no temptation to promote the word, the brand has become the most important factor for consumers. This also makes the major tobacco companies pay more attention to the brand effect of cigarette packaging.

Culture and taste, two characteristics of brand packaging

Brands are brands not only because they are a specific name, symbol or design, but also in their combination. What's more important is that companies can convey the functional and emotional interests that consumers are concerned about through brands. It embodies values, culture and personality. Therefore, the biggest difference between the packaging of branded products and ordinary products is not the change in the form of packaging, but rather the integration of brand design and culture in packaging design. Therefore, a successful brand package often flashes the shadow of both, or both.

In 2005, the packaging of some brands started to innovate at this point. The packaging of these brands either uses high-grade materials to show the brand's grade, such as: Nais's transparent toothpaste packaging; or adopts advanced printing technology and stylish packaging design to demonstrate the market positioning of products, such as: Beer packing box; Or make use of this brand's history and culture to make a big fuss, such as: using a tai chi pattern of breeze through bone packaging; other products will melt the three into a furnace, the brand characteristics will be presented one by one ... ... Never change, no matter how brand packaging changes, culture and taste are always its two major characteristics.

Source: PACK.CN