The so-called packaging not only has the function of serving as a product protection god, but also has an active sales promotion function. With the fierce market competition in recent years, more people are trying their best to make it play the latter role. Japanese scholar Yi Zhuo Zeng once put forward a principle of "conspicuousness, understanding, and goodwill."
Conspicuous packaging should play a role in promotion, and it must be able to attract consumers' attention first because only the products that attract consumers' attention can be purchased. Therefore, the packaging should use novel and unique styling, vivid colors, beautiful and delicate patterns, and each characteristic material makes the package appear eye-catching, so that consumers will have a strong interest when they see it.
The peculiar and novelty of modeling can attract consumers' attention. For example, the shape of wine bottles is generally based on cylinders, and some bottles are modeled as complex anchors or human bodies. In a batch of bottles with cylindrical or rectangular shapes, they will be very prominent and beautiful. .
Color beauty is the easiest for people to feel. Some market scholars even believe that color is the first factor in determining sales. They found in long-term market research that some colors are used as a product packaging, making products surprisingly difficult to sell. Gray is one of them. They believe that this is because it is difficult for people to be impressed by gray, and it is naturally difficult to generate impulses to buy. They proposed that red, blue, white, and black are the four major sales colors that were discovered when red, blue, white, black, green, orange, yellow, and brown images were produced and compared. Taking red as an example, it has the largest number of images, and it is the image of the sun, fire, and blood that has the most powerful relationship with life. Therefore, red is most likely to make people excited. Blue, white and black are also closely related to the sun. The sun is always high above the blue sky. When the sun goes down, the sky is dark. When the sun rises again, the eastern day becomes white. These four colors are important colors that govern the daily rhythm of our lives. The goodwill and interest of this kind of analysis have certain rationality. Patterns work in conjunction with color. The cartons of the "Snow Lotus" cashmere sweater are packaged in a soft, light green color with a white snow lotus pattern protruding from the box. It is exceptionally attractive and attractive. "Western Han Dynasty Ancient Wine" outside the bottle with a red background with an antique black pattern of the brand, the box with the background of the subtilis on the four vigorous, dignified black seal "Western Han ancient wine", like an old man telling The long story, in a row of colorful bottles, its unique style is very eye-catching.
In general, the pattern of packaging should be based on the brand's trademark, fully displaying the characteristics of the brand's trademark, enabling consumers to immediately recognize the products of a certain factory from the phonetic symbols and the overall packaged patterns, especially brand-name products and brand-name shops, packaging The eye-catching trademark can immediately play a role in attracting consumers. The changes in the packaging materials also caused people's attention. The porcelain gifts exported from Shandong were ingeniously packed in hand-carryed boxes using corn bran. They not only made full use of surplus labor in rural areas, but also transformed local large-scale cheap materials into folk features. The elegantly crafted packaging is more artistic than ordinary carton packaging. Sichuan's famous "Wrapping Silk Rabbit" food was originally packaged in a red rectangular carton. Now it is made of delicate bamboo ray pieces and made into exquisite cylindrical containers. It is uniquely beautiful and forms an unforgettable impression.
Understand the successful packaging not only through the use of modeling, color, patterns, materials cause consumer attention and interest in the product, but also to enable consumers to accurately understand the product through the packaging. Because the purpose of people buying is not packaging, but the product within the package. The most effective way to accurately convey product information is to truly convey the product image. Transparent packaging can be used. Products can be displayed on the packaging container with windows. Product graphics can be drawn on the packaging, and simple text descriptions can be provided on the packaging. You can print colored product photos and more on the packaging.
"Snow Lotus" brand cashmere sweater on the top of the carton packaging to open a "skylight", through cellophane can clearly see the color and texture of cashmere sweater, easy to choose. The "Diamond" brand stainless steel kitchen knives in Yangjiang, Guangdong, are packaged in carton packs that can hold the knife body, making it convenient to handle and sell; the shots on the cassette surface are shown in close-up photographs; the bottom image is vegetables and meat, with a kitchen knife Photographs and explanations of history, quality, etc., have made their long history and superior quality visually demonstrated by the customers at home and abroad.
Accurately communicating product information also requires that the packaging be adapted to the grade of the product, and that masking or exaggerating the quality and functionality of the product is a failure. China's export of ginseng has been packed in sacks and cartons. Foreign businessmen are suspected to be dried radish. Naturally, they understand this rough packaging quality.
On the contrary, low-end products are packed with precious and valuable products and will not attract consumers. At present, most of the small food packages on the market in China are very exquisite. The eye-catching colors, gorgeous patterns and silver glittering aluminum foil bags add touching descriptions to the consumers, especially children, have a great temptation, but many times the bags The difference between the value of the food and the price of the food is so far that people feel deceived. Therefore, the grade of the packaging must be compatible with the grade of the product.
According to the successful experience of domestic and foreign markets, the packaging of high-end daily consumer goods used by high-income earners adopts simple, clear images, soft, elegant colors, and superior materials; low-end consumer goods for low-income people. The use of clear, vivid colors and images, and the use of the word “economic benefits†are all meant to accurately convey product information to consumers and enable consumers to understand them.
Accurately conveying product information also requires that the shapes, colors, patterns, etc. used in the packaging do not violate people's habits, resulting in misunderstandings.
Such as the use of packaging color has the experience: butter does not use yellow packaging design and use other colors on the slow-moving, coffee can not sell the same blue packaging, because people have long been on the color of some of the product content has been relatively fixed Understandably, these colors can also be called product image colors. The image of the product comes from the product itself. Tea represents tea, peach represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and brown comes from coffee.
Some are psychologically determined, such as the relationship between color and taste. Japanese market scientists have done some psychological tests. Consumers are asked to look at two types of curry boxes to distinguish between sweet curries and spicy curries. The curry is sweet, but 70% of people look at it in the red box and think it is spicy. The package of SB Gold's sweet curry is a yellowish color. It is recognized by most people. Obviously, SB Gold's sweet-type packaging is understood by people. It is definitely better than the best of Curico Curry. In fact, the SB Gold Spicy curry packaging box uses a red and black packaging design. It was very popular in the market around 1965, causing its stock price to soar, indicating that the red and black design expresses the spicy flavor The meaning of the product is understood by consumers and the color of the product image is not complicated and esoteric. The average consumer can understand it very naturally.
Good feeling means that the shape, color, pattern, and material of the package must arouse people's affection, because the person's joy and dislike plays an extremely important role in buying impulse. The goodwill comes from two aspects. The first is the practical aspect, that is, whether packaging can meet the needs of consumers in all aspects and provide convenience. This involves the size, quantity, and exquisite aspects of packaging. The same skin cream can be a large bottle or a small box. Consumers can choose according to their own habits. The same products are beautifully packaged and easily selected as gifts. When the packaging of a product provides convenience, it naturally causes a consumer's favor.
Goodwill also comes directly from the packaging's sense of shape, color, pattern, and texture. This is a comprehensive psychological effect that is closely related to the personal and personal atmosphere. In terms of color, everyone has their own favorite and annoying colors, which of course cannot be forced, but they also have in common. For example, most women like white and red and pink. They are called women's colors. The use of white and red in the packaging of women's products can cause women's love. Men like to be solemn and solemn black, black is also called men's color, men's special packaging and black can get men's favor. Various peoples have different favorite colors. People call them ethnic colors. Americans like yellow. Products that use yellow packaging are popular, such as Kodak color film, the world’s largest construction machinery manufacturer, Kadapi, and Curlero’s. Cosmetics, sunscreen oils from the Mack Fakuta company, etc. However, the Japanese do not like yellow, yellow packaging in Japan is often not sold, some people think that Americans like yellow is because of the love of blond beauty, but also because in the hot areas of southern states, the sun looks golden The mysteries here are no longer discussed in depth. This kind of national favorite psychology is also relative and changing. We just emphasize that feelings of boredom can influence purchase behavior.