Supermarket marketing

There may be tens of thousands of products that can attract your attention among the supermarket shelves. When you face so many heart-moving goods, you feel that they are worth considering although you haven't used it yet. Why? The answer is simple. It is a package of goods. It is a silent but convincing marketing product.

If any product wants to win consumers on the shelf of the market, then its packaging is very important. Luis and Cheskin, a market psychology expert who studies packaging, have done to verify the relationship between packaging and consumer psychology. Several experiments. He first put the same product into two different bags, one with a circular pattern and the other with a triangular pattern. Then he asked which products the respondents preferred and why. As a result, more than 80% of respondents selected products with a circular pattern package, and they believe that the products in this package are of high quality.

This result did not surprise Louis Cheskin too much. However, the results of the next experiment cannot but surprise him. After supplementing the respondents with personally testing the products in the two packages, they still fell to the side of the product with circular pattern packaging.

Then he did another experiment. He put several different brands of beer in the same packaging container for everyone to taste. The result was that people generally evaluated the taste and quality of beer; but when they put these beer When entering different containers, people's judgment on the taste of beer has greatly changed.

Louis and Sterge repeated this test on a wider variety of products and discovered what he called the "perceptual shift." For example, the appearance of a package has a great influence on the evaluation of the washing effect of biscuits or soaps. As a well-known packaging design textbook says: “Consumers often cannot distinguish between a product and its packaging, many products are packaging, and many packaging is a product.” This sentence vividly illustrates The effect of packaging on product sales. Doing a good job of product packaging can not only protect the product, beautify the product, but also increase the commercial value of the product. As consumers' living standards and consumption levels gradually increase, they are generally willing to pay more for the convenience, beauty, reliability and reputation that good packaging brings. Especially in the case of implementing customer self-service, it is even more necessary to use product packaging to publicize and introduce products to customers to attract customers' attention.

The power of packaging lies in the good and bad of a mutually opposing problem – on the one hand, it must have the visual impact needed to draw people's attention in the store. On the other hand, we must have the softness that needs to be expressed after the goods are brought home.

Triangles and other sharply pointed patterns are easy to notice. However, 100,000 shows that people can easily see triangles but it does not mean they will like them. In terms of color, there is also such a dilemma. Although yellow is the most easily noticeable, it has a negative effect on some products.

Circular or oval patterns can show the meaning of success and acceptance. If the angular pattern is a "masculinized" pattern, the circular or oval pattern is a "feminine" pattern. These "feminine" patterns. These “female” patterns provide some implicit and subtle themes for many packages, because these patterns have the most positive associations, but to achieve the best results, these are not enough and some must be added. Symbols, because the "Tide" laundry detergent packaging concentric circles but also decorated with bold, large letters.

Color is also one of the most valuable packaging tools. Research on eye movements shows that color is the fastest type of triggering eye movement among various factors of packaging. Taking V8 vegetable juice as an example, V8 vegetables have been used for decades. There is little change in the logo of the juice: horizontally placed tomato with green leafy vegetables, and vertical celery and carrots. You may not have noticed the strong contrast of vegetable color, but you can feel that the trademark of V8 vegetable juice is not the standard four-color printing of printed books. Instead, it uses five-color printing, which makes some of the colors more intense. Visual impact makes it easier to inspire their interest.

Fast-food giant McDonald's once intended to give up its famous yellow "M" building sign. At the time, Cheskin was a McDonald's consultant. After some research, he said that this double-arched pattern is a great asset because it has a subconsciously Freudian connotation. "People may not be able to clearly understand the meaning of this sentence, but they can feel the value of today's double-arched pattern for McDonald's. This graphic is "the breast of McDonald's." ”

There is no doubt that people reflect the color and shape of their instincts, but how to translate this likes and dislikes into a concrete purchase of a bag of cookies or a bottle of cosmetics is not easy to understand. A transformation process is certainly irrational. As Stanford Gross, a marketing consultant at Harvard University, said: "I can't ask why you like some kind of packaging, and you can't necessarily say that the packaging itself is not silent. It is telling you— — But to tell the depths of your heart." Therefore, how to impress the depths of consumers' hearts is the most important in packaging design.

In a modern supermarket, designing good packaging and decoration has become an important marketing tool. Each jar, bag, box, etc., has been carefully designed, repeatedly modified, and even presented on the shelf of the store after a simulation experiment. In the packaging design process, every detail must be carefully considered, so that the packaging of goods can impress the depths of consumers' hearts. Are you a good parent? Are you still feeling lonely? Do you care about environmental issues? Do you appreciate the good things in life? Do you really dislike muscle chicken? Do you really don't like chocolate food? For packaging designers, they hope that what you see is more than just a container or a trademark. You want to make you feel that you are buying a personality, a state of mind, and even a belief.