As we all know, tobacco can not be directly smoked, can only be rolled up with cigarette paper or stuffed into the pipe to light. Because of the inconvenience of carrying the pipe, the "speaker" is not only unhygienic but also too low-grade. Therefore, the cigarettes produced by cigarette factories have become the absolute mainstream of today's smoking. Therefore, cigarette packaging has the most basic significance - easy to carry and suck containers, and further extended to reduce damage, moisture, waterproof, mold and other functions.
With the intensified market competition of cigarette brands, cigarette packaging has greatly exceeded the basic meaning of packet transfer, and developed more new connotations such as beauty, advertising, promotion, and anti-counterfeiting. For example, the experience of color and shape of cigarette packaging is an important factor in the formation of consumer impulse buying and hobbies. Although its importance is not as good as smoking and other internal quality indicators, but in the hearts of smokers, its importance is already higher than "Marketing" and other marketing elements. Therefore, cigarette packaging also changed from simple protection of product functionality to tobacco's best advertising. High-quality packaging plays a crucial role in enhancing the added value of tobacco products, enhancing product competitiveness, and opening up international markets. Cigarette packaging is the most intuitive sign to identify cigarette brands, and its appearance will give consumers a clear image of product quality, grade and characteristics. The pros and cons of packaging will directly affect the consumer's impression and evaluation of the product, thus affecting the consumer's purchase behavior.
Although packaging is only a small area, it is of great importance to realize the value and use value of cigarette products and increase their added value. In addition, cigarette packaging has also become a carrier of information. Through packaging and printing, tobacco companies can allow consumers to distinguish different brands and different grades of products through external packaging. One of the images of high-grade cigarettes is reflected in the packaging. In order to match cigarette products with their “identity†suits, tobacco companies have all demonstrated their talents on cigarette labels, seeking the best for their own product appearance. Design, paving the way for cigarette sales.
Because, for consumers, a well-packaged cigarette product enjoys the aroma of smoke while increasing the beauty. If a box of beautifully designed cigarettes is presented to relatives and friends, the other party will be particularly cherished. Like the feeling of accepting a beloved handicraft, packaging will play a crucial role. The concept of modern marketing believes that packaging is an integral part of brand integrated marketing. It is an important symbol of product culture, and it is also a direct factor that influences the motivation of consumers to purchase behavior. Therefore, a good package is not just a product container, but a tool for advertisements. It is also a brand's face, emotion carriers, and buying incentives. This is exactly the principle of the idiom "love at first sight" because of "being born of heart." For cigarettes, it is also a business card in the hands of men, a spokesperson for identity.
With more restrictions on tobacco advertising, the role of tobacco packaging becomes even more important. Tobacco companies must work harder to develop unique and good packaging so that their brands can stand out from their competitors. Therefore, the cigarette packaging design is of great significance today. Just as the saying goes, “People want clothes, Buddha needs goldâ€, and even the finest cigarettes must have superior packaging to allow the brand to add value.
So, who will judge whether the packaging of cigarettes is good or bad? Designer? expert? leadership? No, it should be a consumer. Because the result of the consumer's use of the "vote" in the renminbi is the final judgement, the brand personality we usually refer to is the personality characteristics of target consumers. According to Mr. Randolph, a master of industrial design in the United States, a good designer must be a wise psychologist. Designers study people's perceptions and emotions in the process of consumer behavior, explore people's desire for the heart, grasp the psychology of consumers, and the works they design can better attract the majority of consumers. In the same way, understanding people's feelings about cigarette packaging can make the designed cigarette package acceptable to consumers. Therefore, we can only use and develop consumer psychology by studying and understanding consumer psychology and consumer behavior. Therefore, any person involved in packaging decisions should stand in the consumer's position and weigh from their perspective, and must not rely solely on the personal preferences of the decision makers. In fact, this is a law that cannot be overridden by the packaging design of any commodity, including cigarettes.
Another very important basic principle is the principle of consistency, that is, all designs should be consistent with a unified brand image and personality, otherwise it is difficult to brand a clear, tangible brand mark in the mind of the consumer, and this mark is Whether it is beautiful or ugly, whether it is deep or shallow, it determines the strength of the brand, the number of brand assets and the level of brand value. Therefore, the consistency of cigarette packaging design can enable the brand to focus on the same as the laser can penetrate the thick steel plate in the mind of the consumer to make a deep imprint. Eight points on how to design a good cigarette packaging, please see next time decomposition.