What kind of packaging image should a product brand present to the public after the rigorous market research, brand positioning and product development are completed?
Packaging is one of the important brand contact points between the brand and the market public. Product packaging design is a very important link in the overall brand construction, and even many product packaging plays the role of the first brand contact point in the process of brand and consumer docking. Therefore, it is particularly important to design the product packaging suitable for the brand itself.
【1】 The effect of product packaging on brand?
Let's take a look at the effects of product packaging on brands.
1. Identification
Your customers are 5 feet away from the shelf, your products and other products lie on the shelf together. How to let customers decide to go to your products in the shortest time is really chic and unrestrained. This is the identification function of packaging, so that your products in a dazzle of the same kind to maintain a high degree of differentiation and attraction, the first time to attract the attention of customers.
Recognition is the basic role of product packaging, the most intuitive ability is to attract attention, make the product brand different, so that customers can know you and remember you.
2. Experience
The packaging can't be eaten, drunk or used, but the brand will still carefully plan and design the product packaging, not only to make the consumer feel that the packaging is good-looking, but also to make the public feel that the packaging is fun, and they are willing to seriously appreciate the packaging, and even willing to collect the packaging. This is the experience of packaging, which not only makes people feel pleasant, but also conveys interactive information and brand connotation and value to the public through packaging creativity.
Facing the same category of products, the public are more willing to choose the product brand with personality, good experience, connotation and clear brand advocacy. It can be seen that the experience and transmission of packaging is an important part of its product brand strength.
3. Communication
Product packaging as a part of the product brand, in addition to the basic experience function, also bears the responsibility of brand communication. Through the design of shape, text and color on the package, the product information and brand information are disseminated to help the public choose and use.
As well as many packaging also bear the role of secondary communication, beautiful packaging is preserved or continue to be used, virtually continue to spread the brand image. It's like when we were young, we collected beautiful candy wrapping paper, or we kept the glass bottles of coffee or drinks for drinking water, and so on.
In addition, the function returns to the original application function of packaging, which is to hold the product, facilitate transportation and transfer, ensure the integrity of the product, as well as the convenience and integrity of the product in terms of weight, shelf life, temperature, food, processing, stacking, etc.
A familiar chestnut, which you may know in the daily way, can make complaints about the black box in the packaging, which makes the packaging look good. What's actually done is to ensure the integrity of the products in the logistics, that is why there are boxes of potato chips later, the boxes can better preserve the integrity of the potato chips and save space; but the price of the box packaging is relatively high, so there are still The inflatable bag potato chip package continues to be used.

Therefore, if you are only at home, it is more cost-effective to buy potato chips in bags, because it saves the cost of packaging boxes; if it is a trip, it is more convenient to buy potato chips in boxes because it saves space and is easy to carry. This is the functionality of packaging, which will be designed according to the changes of user scenarios.

【2】 How to calculate good product packaging?
So how to calculate a good product packaging? In a word, a good product design is to follow the positioning and value advocacy of its own brand, and convey brand connotation and brand information to the brand public through the creative design with identification and experience. At the same time, it pays attention to its functionality and convenience, protects the product integrity, facilitates transportation, display and use, and gives the brand public good brand association and cognition.
If you want to score a package design, you can start from these five dimensions as the analysis standard.
If the brand is not only a simple product or several products, but also has multiple product series, then product packaging design should not only consider the individual characteristics of each product, but also consider the unity and systematicness of the product brand as a whole, that is, the systematic specification and exclusive distinction of product packaging design.
To be more popular, it is to look at a product package alone and know that it is a product of your brand, because the brand elements on the package follow the unified norms of the brand; when all series of packaging are viewed together, we can clearly distinguish each series of products, because the brand elements on the packaging make series differentiation through different design methods.
To make a metaphor, if you look at a child in your family alone, you will know that this is your child, because that single eyelid and thick lips are too similar to your parents. Your family is really strong in gene (the systematic specification of the brand is a manifestation of the brand gene); your family can clearly distinguish the parent from the first, the second and the third because of their age Age, height, hairstyle, gender and personality are different (equivalent to the exclusive zone of packaging).
【3】 How to design product packaging?
Seeing this, people will ask, how to design good product packaging?
This is not only a problem that can only be understood but can not be expressed. How much can you understand the above statements is one thing, but how to design a creative idea that takes into account the characteristics of identification, experience, communication, function and association is another matter.
The exclusive elements, identification, experience, communication, association and systematic norms of packaging design can be realized through the creative techniques of color, graphics, lines, words, pictures and layout in the design process.
Shakespeare said, "there are a thousand Hamlets in the eyes of a thousand audiences", and brand design is the same. So, is it that a thousand designers have a thousand words of creativity, and 10000 brands and the public have to have 10000 preferences?
But back to the brand itself, packaging design with brand power should follow the essence of the brand spirit. As the beginning of this article said, "what kind of packaging image should a product brand present to the public after careful market research, brand positioning and product development?" Packaging design starts after a clear brand positioning and a clear market research. This is a scientific and systematic work process, which is also a very important project, which directly determines the direction and style of packaging design. For example, from the weak water 3000, take out the most suitable for your product brand.
After these two advertisements, I no longer know which one is unified and which is Master Kang. I only remember the category of pickled vegetables in the old jar. Is this imitation good or bad?
Many packaging designs often ignore the previous research and design without thinking clearly. They either design what the enterprise leaders like, or imitate the design of other brands. They even think that the more high-end the imitated brand is, the more successful the design will be.
Some people imitate my face, others imitate my face
Generally, it is difficult to imitate others' brands to make their own brand personality, and it is even more difficult to make the brand bigger and stronger. He worshipped Qiao gang leader and Apple's minimalist style, so he designed his own product packaging in Apple style. As a result, when the products were put on the shelves, they looked like a semi-finished product, and there were not a few of them.
Imitation is a way of learning, there is no distinction between praise and criticism, but if you do not grasp the essence, it is likely to become a Shanzhai. Maybe the essence of Apple's minimalist brand is not just in the packaging. Maybe Apple's minimalism is not suitable for your products. Maybe your customers don't like this style.
Although there is only one aspect of "brand design" and "brand design" in the eyes of the designer, there is only one link of "brand design" and "brand integrity" in the eyes of the designer There are a thousand words of creativity, 10000 brands, the public must have 10000 kinds of preferences ", but your brand has only one brand positioning, only one brand image to show; design can not change without the brand.
Brand is business faith, brand is an influence. Let's manage brand with awe and share common encouragement