How to plan product packaging well

People rely on clothes and horses rely on saddles. If a person is not spirited, it depends on whether he is well dressed. Before putting an established product on the market, it needs to be properly packaged according to the needs of consumers. Therefore, in the product planning process, product packaging planning is an extremely important task. Product packaging is the visual origin of products in the market for consumers to accept, is the original reference for consumers to vent their feelings, many companies have spent heavily to invite well-known design companies, but the effect is flat.

How can the product packaging be more scientific and optimized? The author summarizes the following points of understanding and hopes to communicate with colleagues.

First, the three levels of the overall concept of the product

- Packaging is not a product, demand is a product.

Let's first look at the concept of a product. The overall concept of a product consists of three levels:

The first level is the core product. Its concrete performance is the benefits and effects that the product can bring to consumers. Such as: The core benefit of detergent is to make clothes clean, the core interests of cola is to quench their thirst. The core benefits of a product are inherent in the product and cannot be changed by any external factor. The core interests can only be called products if they can reach the market demand interests.

The second level is tangible products, which are the carrier and manifestation of core product interests. The most direct and concentrated performance of tangible products is the packaging of the product. Without the packaging, the product cannot be used by consumers to gain the benefits of the product. Such as: the granular shape of detergent powder, Coke's red liquid, and the packaging of containers filled with particles and liquids are all tangible products.

The third level is the additional product. It is the benefit attached to the consumer in addition to the basic needs of the consumer, which is what we call the added value of the product. Product added value is something that meets consumer needs and desires and is an advanced stage of product marketing. Such as: a good product after-sales service, products brought about by the cultural value, brand value, Pepsi more young and passionate. Added value is often achieved through branding.

Second, the product packaging needs to carry information

- We sell products, not a beautiful package.

Product packaging as a carrier and external manifestation of the product, in addition to supporting the product also need to convey what information?

We put the packaging into a parse. The "spokesman" of packaging as a product must first express "What am I?", and secondly, "Who am I? Where do I come from?" and once again express "I can What are the benefits for you?” In the mature stage of the category market, “What special benefits can I bring to you?”. This information can be expressed by the following elements.

1, product name.

The product name addresses the question "What am I?".

The product name of most products is the product category name of the product category. Some product names can directly reflect the product's interests. For example, Jiannao Bushen Pills, lozenges, washing machines, etc. are products named after product interests. Can not reflect the interests of products, such as Liu Wei Di Huang Wan, Ejiao Qiu Li Gao, soap and so on these products named after the characteristics of the product. In addition, there are some imported products, most of which use transliteration names directly, and will not be described in detail here.

Therefore, when naming products, we should try our best to incorporate the interests of products into product names within the scope permitted by relevant laws and regulations. This will make it easier for consumers to become aware of them and save more market education costs.

2, brand name.

The brand name resolves the question “Where did I come from? What is my last name?”.

The brand name of the product must occupy a dominant position on the packaging. In order to allow consumers to finally condense emotions into the brand through the interests of the product, only such hard-to-nurture markets are not easily plundered by other opponents. The reading order of a person's vision on a plane is the line of the word "zhi", from left to right, from top to bottom, so the brand name should not be placed in the lower right corner.

In addition, if the product name does not reflect the benefits of the product, we can also supplement it with the brand name. Many brand names for pharmaceuticals and health products directly or indirectly reflect product interests such as Sense Kang, Coke, Melatonin, Gold partners, meditation, and polish (results of benefits). In actual operation, it is important to highlight the product name or prominent brand name, and it needs to be decided according to the market regulations and the marketing strategy of the company.

In the introduction stage of the product category, product interests should be used as an entry point to enter the market, and brands should not be used for blind entry. If you use the brand to start the market, it is very easy for consumers to understand what information you are talking about. It should have been started in three months and the results have not been activated for a year or even caused a disastrous defeat. In the mature stage of product categories, brands can be used to start the market. If Master Kong enters the beverage industry, brands are used to start the market. Because the domestic beverage market is quite mature, companies do not need to spend money to introduce products, but only need to emphasize the brand. Win the market.

3, product benefits.

Product interests solve the problem of “What can I do for you?”.

This information requires the combination of many elements to be reflected. If the above "product name" and "brand name" do not reflect the interests of the product, then it must be represented by the following elements in a correct package.

A, the front of the package text information.

OTC drugs can directly write the efficacy of the product on the front of the package.

Healthy nutrition foods and health foods can be written on the packaging according to the product efficacy.

The difference in the product or the slogan refined from the difference is written on the package.

The description of the efficacy or differentiation of the product is clearly described in the description on the back of the package.

B. Pattern information on the package.

The best way to express product interests through patterns is food products.

Such as instant noodles packaged on the attractive instant noodles pictures, ice cream ice cream packaging on the icy water droplets, and milk packaging fragrant milk overflow, the interests of the product conveyed incisively and vividly.

Such as beauty products will be combined with the face of the ruddy characters on the packaging, with a pattern to express the results of product benefits, more than all explanations and instructions.

Another example is the brand of socks, in order to reflect the sensibility of pure cotton, designed a white cotton, and raise a sentence: a pair of socks, 99 new cotton. Expressed just right.

C, symbol information on the package

Symbols are the most easily remembered information.

The packaging of the wife's blood music oral liquid is a large curved arrow, which is very informative.

Some kidney-enhancing yang products, such as ants, use a thick arrow to represent their efficacy, and buck products also use a sinking arrow to indicate blood pressure.

Another example is Yinlu peanut milk runs through the always exclamation mark, Yanjing fresh beer performance "zero oxidation, really fresh" "〇" symbol, Fu Yanjie "5 seconds cool sterilization" deformation "5"

D, packaging color and copy font

Blood products can be used to show the endless red blood to bring a sense of continuous blood. Casual food brand names and product names can be designed to be lively and dynamic, and to express the taste of the product through the color of the package, and to resonate with the consumer's needs through color and font, thereby inspiring their impulsive purchase.

In addition:

The honor certification information, packaging materials and other information on the packaging are all for the above three points. It is nothing more than the testimony of product concepts, product brands, and corporate brands. It is a support for many product concepts and brands. point. The more support points, the more credible the brand and product interests are, the stronger it is.

Therefore, all the elements on the packaging are for product concepts and brand services. Product packaging can not only solve the problem beautiful, because we are marketing the goods, rather than high-quality artworks.

Third, the product packaging planning operation skills

- Packaging is a low-key and fierce media

1. Refine product appeal into core vision.

When we extract the concept and selling point of the product, we must let the packaging speak for itself and consolidate the appeal into the core vision of the product concept. The author's manipulation of Ejiaojiao Iron Oral Liquid, we put “clearing blood rubbish, enhancing blood motility, and supplementing blood nutrition” into three simple and memorable words of “clearing, replenishing, and raising” and making these three condensed characters. To make it a whole, so that consumers can instantly remember, so we have designed a triangular symbol of circulation, "clean, make up, support" mutual aid, interaction, very vividly expressed, let People at a glance.

In addition, some “▽” shape, “◇” shape, “○” shape, and “□” shape symbols can be used to make some modifications, and the core appeal of products can be modified to be more intuitive. There are many examples in this area, such as the large curved arrows of the probiotics of Mengniu Sour Yogurt, the elliptical motion icons of the Yiliyou Yogurt Vitality Factors, and the “〇” symbol of the Yanjing fresh beer mentioned above. And Fu Yan Jie 5 seconds sterilization deformation "5".

2, use the brand to control product category resources.

We mentioned above that we can use the brand name to reflect the product interests. Here we introduce how to use brands to control the resources of product categories.

Everyone knows that Shandong Dong'a is the origin of Ejiao, Dong Ejiao Group will register “Dong A” as a trademark, which is an opportunity to make up Ejiao's category and directly controls the best category resources of authentic origin. "East Azerbaijan," its authenticity is self-evident.

The author's plan of Runhuitang Medicated Health Series Cream, is to use the brand to control the class of resources and resources. Runhuitang is located in Dong'a County, a place of origin of collagen. It was famous for operating Ejiao and matching Ejiao cream. After analysis, there are three core categories of resources: No. 1 must be the origin of Ejiao, No. 2 must be superb craftsmanship, and No. 3 must be the test of time. Next, after a series of studies, combing, and refining, we have worked hard on product packaging to lay a solid foundation for the authentic quality of Runhuitang Ejiao Cream:

A map of the origin of collagen production was drawn on the side of the packaging. Runhui Church was located in the center of the country of origin. The map of origin is used to support the selection of the authentic native E-Jiao. Under the map, we wrote a copy of the history of the cream and broth bred by Run Hui Tang to prove that it has been a long time since the Ejiao Cream was used. We have refined it. Run Hui Tang's process of making paste and nourishment, “Dong A Water Dip, Three Fires of Wu Huo” and other five processes, makes its quality even more exquisite. In this way, the image of Runhuitang, which is the ancestor of the Ejiao cream, will be vividly displayed.

You can only enjoy the position of category leader brand to gain the largest market share of this category. The rising sun ice tea in the early years is such a negative teaching material, and it is difficult to gain a firm foothold by linking product category resources and brands. There are also Eagle Washing Powder, Eagle Ginseng, always let consumers wonder, this carved card and detergent what is the connection? If such branded products are not educated on product concepts, they will slowly disappear on the market.

3, how to carry out brand design of drug packaging

The author has a “Manual of Drug Labels and Labels” issued by the State Drug and Food Supervision Administration. The requirement states that the brand name must not exceed one half of the product name, and the product name must not have any modifications, and the public is not allowed to Characters speak for drugs. This can make medical companies extremely miserable, but how can drugs not be able to create brands without breaking the rules? Hainan Asia Pharmaceutical's "crack" gave us a new idea. Since the brand name is reduced and the product name is difficult to remember, then a character is needed to speak and speak. This character cannot be a public figure. Chok selected a cartoon character of “Crackoon Superman” instead. The brand speaks so that even if the brand name is reduced to one-tenth of a percent afterwards, consumers will always remember “there is a Superman's cold medicine on the package”.

Under the national regulations, pharmaceutical companies can also flexibly use other visual forms to keep consumers in mind, because it is not just brand names that support brands.

4, enterprise product line planning and packaging design points

â—† Follow-up products should follow the market leader's packaging theme and reflect corporate elements.

â—† Defensive products should be added as little as possible to the elements of the company or the brand. This type of product is used to fight against followers at low prices.

â—† Profit-oriented products and competitive products under the same brand should be visually unified so that they can cooperate with each other to promote brand image.

â—† Different product brands under the same corporate brand must reflect corporate elements in an appropriate location so as to facilitate mutual promotion.

5, how to make the packaging more media

A talking packaging can be worth more than tens of promoters. All corners of the product packaging are media that can convey information. This media is the most direct and fiercest media and is the origin of all product promotion information.

â—† You can arrange the layout on the back of the package, and arrange the product concept information in the description on the back. For example, the packaging on the back of an oral liquid product is entirely an 8 open tabloid. If this layout is properly used, we will save a large amount of money for printing pictures and brochures, and it will not be for the promoters. Product knowledge is not solid and advertised.

â—† The packaging with the core visual design on the back can be displayed on the front and back of the terminal. This results in an advertising wall that does not cost a penny and directly reduces the production cost of some terminal POPs.

â—† You can place readers' receipt cards, loyalty cards, corporate product manuals, etc. in the package. This will not only increase the brand loyalty of consumers, but also convey the company's other product information and corporate information to each customer.

◆ Bottles, waists, listings, bottle caps, inside and outside of the packaging box, gift bags, etc. These are the places where the products “talk”. Enterprises can design according to the product situation. The author just provides one here. Ideas, details will not repeat them.