Visual Visualization of Enterprise Product Packaging

I wanted to say this very early on this topic, but because of my busy work, I haven’t had time to discuss this topic with everyone. I remember two years ago I began to collect information on this area and prepare to write a How to display visual books in marketing operations, but because of the need for many graphic files to explain and explain, several designers of advertising companies were looking to achieve this together. After the communication, they discovered that my thoughts were too great. It's simple, because the designers of the advertising company I met so far haven't been contacted by any one person. This reminds me a lot and made me feel unfair for our company. Our company wants to Those big international companies compete with Taiwan, but our advertising designers don't even know what the visual design of the product should be. I found samples of visual design of several multinational corporations. Their designs have been subdivided from the product stage. We do not, and some of them are only corporate visual VI. No wonder companies are always using the marketing campaign. The image of the company's vision is to open the market.

So what is the visual image of the product? How should we distinguish between him and the visual image of the company? In the marketing campaign, what is the function and operation method of the product's visual display at each stage? I will briefly explain here so that our company can identify the shortcomings. Of course, it is still not enough to find out the shortcomings, but also need to correct the visual problems of their products.

First of all, I would like to point out that the vision of a product is not the appearance of the product, nor is it the visual appearance of an industrial product. What I am talking about is how to make consumers understand your vision during the promotion of consumer products in the market. The product packaging, product brand, and product represent the way of expression and expression in the cognitive process of consumers. It is reflected through the visual realization of colors, shapes, and appealing language. In the process of product promotion, consumers are passively accepted. We can only allow consumers to experience the quality of our products through our visual communication. The connotation of the product's brand, the product's era features and product needs Consumer communication content. For example: What age is the consumer, male or female? You need to design the color language, shape language, and appeal language of your product with these consumer-like and easily-accepted colors, shapes, and appeals according to their age characteristics and gender characteristics; for example, you need to understand your product's Characteristics, how your product is a rational product, you can't communicate with consumers through perceptual colors, shapes, or languages, because your product features determine the language of your product.

The visual language of the product is based on the packaging of the product. When we look at the Coca-Cola case, we can see the visual importance of the product. Coca-Cola's trademark is just the word “Coca Cola,” but it is for visual purposes. It is more convenient to convey that in order to allow consumers to more understand and understand their products and brands through the visual language, it closely links their trademarks and product packaging because the consumption forms of “Coca-Cola” products are Sensitive products, so the packaging color is more emotional color "red", and after the packaging of the color positioning, in the product marketing process, it will always be carried out around this color, first of all, with a square type to determine the trademark Display the basic shape, and then develop the application content under different display conditions based on this basic shape. If it is to display brand content, setting many rules on the already established basic types of trademarks cannot be violated. In other promotions and public relations activities, the display of trademarks can be activated. In the process of promotion, the color language of “Coca Cola” cannot be changed. That is to say, any promotion method cannot change the language of color. This is the main language of consumer recognition products. In the "Coca Cola" TV commercials, the "Coca-Cola" color language has never changed in the market equipment, public relations activities, promotional activities, and in the end market of the market.

We have seen another Coca-Cola company's product "Sprite" because the package design of "Sprite" is green, so in the market, the visual language of "Sprite" will surely achieve a unity with the color of its packaging, allowing consumption. It is easier for people to create associations with products through the promotion of visual associations. However, if your product is a red package, and your commercial has no red feeling but a green tone, your promotional material in the market is a white substrate, and your market equipment is blue again. , This will cause consumers to accept that the frequency of your message is reduced, it will cause you to use a lot of resources to promote products or brands, but the feedback on the market is very small, it will cause your brand sales to weaken in the hearts of consumers The phenomenon, therefore, through the understanding of the visual display behavior of Coca Cola products, we will see the power of the product's visual language in the market.

It is such a product vision problem in marketing that has caused many companies to ignore it. This has caused many companies to make mistakes on this issue, leading to serious waste of corporate resources and even ruining the market. The most common mistake our company makes is the confusion between the visual language of the product and the visual language of the company. Because there are many similarities between the visual language of the product and the visual language of the company, they all convey the content through vision. The visual language of the enterprise reflects the concept of the enterprise and the behavior of the enterprise in the image design process of the enterprise. The vision of the product is to convey the concept of the product and the feeling that the product can bring to the consumer. If the competition in our market is very fierce today, if you do not convey the vision of the product, the vision of the company’s brand will replace the vision of the product. , it will lose the foundation for you to win the market, because for consumer goods companies, you need is the consumer must first accept your product, if your product is not accepted by the consumer, your company will lose the continuation The conditions for growth, of course, for enterprises where the company itself is a product, the display of corporate image can bring about an increase in profits, and companies can also get conditions for growth.

In recent years, during my contact with the company, I saw that our company did not regard the packaging color of products as the origin of its promotion, and that many companies did not pass the language of the products during the shooting of advertisements. Advertising conveys that the company's visual language alternative product language is widely promoted in the market. These errors cannot be caused by corporate mistakes. I think more is the guiding error of our professional planning and advertising companies. Many planners themselves lacked blind guidance on this aspect of their understanding and research. There was also the Chinese market that had been selling more than market behavior a few years ago, because when demand was greater than supply, but as the market became increasingly competitive. Intensified, many product markets need to be more intensified. We need to make deeper communication between the product's brand and product concepts and consumers so as to make consumers like products and brands. These problems are only clearly seen when we look at these issues. stand up. Today, when I talk about this topic, I just want to prompt more companies to pay attention to it. I also hope that we can solve this problem as a problem in marketing because it is the visual origin of your product in the market.

Source: PACK.CN