Advertising space In the modern commercial society, packaging has not only become one of the most important elements of the product, but also has become an important carrier of urban pop culture. We can see the ever-changing and colorful packaging products in the end products. In the competition of new product elements, the brand culture and value system represented by packaging are increasingly valued by consumers. We have seen consumers retreat from their product terminals. Not only are they enjoying the material satisfaction of modern materials, they are also pursuing the spirit of modern packaging that brings consumers pleasure. Innovations in product packaging often bring unprecedented freshness and prompts to consumers. In order to satisfy consumers' needs for packaging culture, companies are constantly innovating in packaging design and creating a spectacular packaging culture. New products in the packaging design there is no law you can look for? How do companies apply the packaging in new product innovations? For consumer products, especially fast moving consumer goods, what are the basic constraints in product packaging innovation? We believe that, understanding the packaging elements of new products, below, we will analyze the influence of packaging elements in product innovation, brand image building and promotion from eight perspectives. First of all, color is the most important visual element of packaging. Color is the most important visual element of packaging, and color is also the most competitive element of products that consumers are most likely to perceive directly. Therefore, when selecting a color combination, new products must pay great attention to product attributes, and consumers' psychological feelings need color. Packaging layout and specification design Packaging layout and specifications are important means for building differentiated consumer products. In fast-moving consumer goods companies, packaging layouts to give new products to enterprises are often decisive marketing sales promotion. On July 12, 2004, the emergence of the Red River V8 attracted great attention from the industry and consumers. Its horizontal packaging also changed the vertical layout of China Tobacco and created a new era of product layout in the Chinese market. The V8 traditionally took up the cigarette trademark "vertical" and used contrasting red and black colors. It was displayed in a beautiful horizontal design. The 9:16 ratio of the humanized design was similar to that of a widescreen on a cigarette case. Of course, with the "V8," which is a departure from the traditional concept of celebration and blessings, the name is very modern and fashionable. It really subverts people's impression of traditional cigarettes. According to industry insiders, among the more than 580 cigarette brands in the country, the trademarks are all traditional vertical designs. Among the high-grade cigarettes with a unit price of 50 yuan or more per pack, there is no one whose trademark is a horizontal design. . In addition, in order to efficiently deliver accurate and complete product information and identification information to consumers, Honghe V8 has been featured in packaging design. The tipping paper adopts a bronzing process, and the color breaks through the traditional yellow-white color. It adopts a noble reddish tone to highlight the V8 highlights. Cigarettes are made of white high-penetration straight-thread cigarette paper, which is in harmony with the trademark, and the aluminum foil color is golden yellow. From the external trademark to the packaging of internal cigarettes, Honghe V8 red, black, golden three Chinese traditional meaning of noble, elegant colors. Its purpose is to give consumers the benefit of beauty. Second, the overall package of the "Honghe" brand is concise and generous. Honghe V8's creativity reached the industry's hot pursuit. Soon, Dahongying launched its own horizontal version of the new cigarette design, Xinzheng Tobacco Group is to spread the product as a point of transmission, the horizontal version of the launch of Tianhe in the Henan market to become consumers New favorite. It can be imagined that a product packaging layout change gives us unprecedented surprises. The impact of product specifications on consumers is also enormous. Now we can see that liquor, tobacco, and cosmetic products are all available in a variety of specifications. Consumers are very convenient to purchase. Initially, many companies are still lagging behind in terms of consciousness. The size of product packaging is often a magic weapon for the successful listing of a product. The layout and specifications of product packaging have an obvious influence on the product packaging effect. Especially for fast-moving consumer goods companies, innovations and breakthroughs in product packaging layout and specifications will certainly bring huge market effects to your products. The appearance and inner shape of the package The shape of the package is divided into inner and outer shapes. Especially in the Chinese wine market, the shape of the product can be described as rich and colorful. Under normal circumstances, the shape of the product packaging is relatively single, mainly considering stacking in the transportation process and display in the terminal display. Despite this, consumer product companies have not forgotten the opportunity for innovation in the packaging of precious products on the precious packaging. First, the traditional box packaging. Most of the packaging considers the stacking, or chooses outsourcing on the outer packaging. Therefore, the box packaging we see in the terminal market becomes the mainstream of the market. Second, round-shaped packaging has also become a trend. The round-shaped packaging has a strong sense of overallity and generosity. Consumers are also more convenient to carry, and Chinese consumers pay great attention to the use of packaging in the packaging. Therefore, the round-shaped packaging just satisfies the idea of ​​a full round of Chinese consumers. Therefore, round-shaped packaging is also an attractive form of appearance for consumers. Third, the diamond appearance packaging. Diamond-shaped appearance packaging is actually a general rule about regular polygons. In order to create product differentiation, many companies have selected diamond-shaped exterior packaging for new product development, highlighting product personality and differences. Fourth, shaped appearance packaging. Shaped appearance packaging is a kind of partial asymmetric packaging design that companies use to display the product brand positioning. The appearance of this kind of packaging has played a very good role in creating product and brand value. In our view, the blast furnace used the Huipai dwellings as the shape of the top package of the product, which better conveyed the brand concept of positioning the home of the blast furnace. In the internal packaging of the product, different shapes also give the product many surprises. Especially in the area of ​​traditional consumer goods. First, the tower desktop package. At present, liquor companies are the most extensive in the form of packaging. White spirit companies mainly based on Wuliangye mainly use this type of tower-top internal packaging. Moreover, Wuliangye will make the tower-top packaging into the building and become an important part of its corporate culture. Second, cylindrical inner packaging. New type of liquor companies prefer this kind of inner packaging, which is mainly simple and easy to be accepted and carried by consumers; Third, the box type packaging. Anhui liquor companies prefer this kind of packaging. The water chestnut is clear and full of vitality; The above packaging is mainly used in the inner packaging of glass products and some transitional shapes are used in the middle. Fourth, the inner packaging. Kouzijiao is using this kind of cognac liquor production company, highlighting the brand positioning and core values, because the mouth of the cellar chose a deaf woman as a spokesperson. Fifth, special-shaped packaging. Mainly some of the more functional use of liquor.