With the development of economy, the awareness of trademarks of many businesses has gradually increased, but the awareness of packaging of commodity brands is still not satisfactory.
The brand package includes the brand's trademark, mascot, standard Chinese and English fonts, representative colors, auxiliary colors, basic packaging personality, product display identification, and other extrinsic characteristics that can be felt through sight, hearing, and antennae. It plays an important role in maintaining product quality, reducing waste, facilitating transportation, storage, sales, beautifying goods, and improving service quality. Therefore, excellent packaging is a lifetime advertisement for a product that allows consumers to “motivateâ€. According to the report, a statistical data from abroad shows that 50%-60% of consumers are affected by the package and are interested in purchasing and forming purchase behavior. It can be seen that good packaging is very beneficial to promote the brand.
Designed by Lovi for the United States Stricker cigarette packs can be rated as the best in the history of industrial design. In the 1940s, the American economy was quite sluggish. The company's sales were declining. Through Loewy's change in the design of the cigarette cases, the products became clear, bright and distinct, with strong modern visual impact and artistic sense, and the sales volume of the products was within 8 years. Steadily rising, up to 50 billion boxes.
Many of our country's packaging are outdated, and we are unable to adapt to the ever-increasing material consumption needs of our citizens. Whether it is visually or conceptually, we cannot arouse consumers' desire to purchase. The packaging of some commodities is obsolete. Hui Zhong does not pay attention to the appearance of foreign affairs. It is like “unearthed cultural relics†and is not on the grade. It does not reflect the innovative consciousness and modern awareness that a brand-name company’s products should have, at least in the following aspects:
The first is simple packaging. Single or unpackaged goods, especially vegetables, fruits, etc., are ubiquitous in some places. According to the report, in April last year, the director of the Bureau of Foreign Trade and Economic Cooperation of the Shandong Provincial Department of Economic and Trade Affairs Zang Yaogang told reporters during an interview that: Shandong's agricultural exports are mainly rough-processed fresh-keeping foods, with less processing, garlic, green onions. Often just go to the mud, peeled to pack export. As a result, the competitiveness of agricultural and sideline products has been greatly reduced. The price is hard to sell, the backlog of unsalable sales, and even losses. This is one of the reasons why farmers' income growth is not fast.
The second is poor packaging and low quality. For example, Ezhou has a native product. In fairness, the product (taste) is very good, but its appearance (packing) is very poor. 6 years ago, the Ministry of Agriculture held an agricultural and sideline products expo, and was defeated because of its poor packaging. Some supermarkets (shopping malls) are reluctant to purchase goods at a glance when they see packaging, and some consumers refuse to buy agricultural and sideline products because packaging is not sophisticated.
Third, rough packaging, inconsistent color patterns, and even text errors. A friend said that he had bought two boxes of Wuchang fish on the market in Ezhou. Mao Zedong's handwriting on the box was printed on "The child is on the river: the deceased person is like," and the "must" should be "fu." In order to understand whether the situation is true, the author made a special trip to the shopping mall (supermarket) in Wuchang Avenue and Gulou Street in Ezhou City on the morning of the same day. The Wuchang fish food displayed on the shelves was carefully observed. The results proved that the friends reflected The situation is true. Such as "Yabao Wuchang fish" box and "Authentic Wuchang fish" portable packaging bags are "deceased!"
Fourth, there are some serious phenomena of expensive products, especially health products, wine, food, etc. are particularly prominent. Unprovoked increase in costs, so that consumers buy is not a product but a package. For example, in order to compete with counterparts, a health care product company uses extremely expensive materials to package its products. As a result, some health care products are discarded after consumers buy the health care products, leaving only the boxes. Some manufacturers do not rely on commodities to occupy the market, but rely on packaging to please consumers, resulting in some of the goods "gold and jade, defeated."
The loss caused by unqualified packaging of goods in the country is at least 15 billion yuan, which is equivalent to the annual retail sales of more than 100 large-scale commercial enterprises, and the resulting labor loss is even more incalculable. The packaging is not closed, but the loss is very obvious.
It should be pointed out that the packaging is directed at the product, but it is also the embodiment and identification of the brand image. Packaging design is the direct transmission and promotion of brand image. The impression directly affects the product itself. For example, China's fresh bamboo shoots are not sold at a high price, but Japan puts it on the market after being beautifully packaged, and its price is more than ten times higher. Luliang red dates are only sold at 1 kilogram in the market for 3-4 yuan, and 1 kilogram can be sold after improved packaging. 40 to 50 yuan, packaging to make a substantial increase in value, can be described as scientific packaging efficiency.
The production technology is getting closer and the product quality is quite similar. Therefore, the focus of the competition of the merchant should include many aspects. The packaging road of China's commodity brand is still very long.