Focus 2, some companies do not attach importance to packaging, casually get things done, product packaging "obsolete" doubled the marketing resistance, saving the initial product design packaging costs tens of thousands of yuan or more than ten million, but in the terminal promotion The price paid several times or even ten times more can touch the customer, not to mention the "poor packaging design" affects the product's grade, grade, and is not conducive to the rapid establishment of product brands in the market.
Focus III. The product homogeneity in the lubricants market is now very serious, and innovative product packaging can make homogenized products produce differences, and relatively speaking, the cost is not high. The realization of differentiated marketing often begins with the characteristic design of products.
There is a lubricants company, with annual sales of nearly 200 million yuan, and the product packaging just spent thousands of dollars, casually invited personal design to see almost the same thing. Every year, companies invest hundreds of thousands of yuan or even several million yuan in advertising on the media, radio stations, and television stations. The packaging of products is insignificant. There is no impression that high-end products are the first impression. Regardless of how they are displayed on the shelves, because the product packaging is â€œborn insufficiencies,â€ at first glance, it seems that Tujia Road has always been difficult to erect the prestige of â€œbrand namesâ€.
This is a common problem for many companies. Many companies prefer to spend a large sum of money on advertising, that is, they do not want to spend a few dollars to improve product packaging. This is a big misunderstanding. Product packaging is very important in the terminal. It is the focus of face-to-face contact between the enterprise and the customer. It is the most direct factor in inducing customers to purchase. Compared to product-based personalized promotions and powerful point-of-sale advertisements, â€œacquired terminalsâ€ means that product packaging is an â€œinnate terminalâ€. Therefore, product packaging is the real â€œterminalâ€. If "nature" is insufficient, it is necessary to rely on "acquired" to make up. It is worth noting.
We all know a "Dupont Law". DuPont once conducted a thorough market survey and concluded that customers went to the market to go shopping. 63% of them made purchase decisions based on the packaging and decoration of the products. Housewives who go shopping in supermarkets are usually attracted more than 45% of their purchases when they go out, due to the attractive packaging and decoration. Lubricant products as semi-fast-moving consumer goods are no exception. Products with tempting and visual impact can easily attract agents to cooperate in the early stage of investment promotion. They can also help frontline salespeople to convince in the later stage of marketing. Customers are easy for consumers to accept, especially in the era when the terminal is winning. Whether it can attract people's attention is already a key factor in the success of a new brand.
Indeed, a good package is the terminal "silent promoter." The first thing the customer sees is the product packaging. If the product packaging can not attract the attention of the customer and cannot stand out from many brands, the possibility of the product being purchased by customers will be greatly reduced.
In addition to its function of protecting products, packaging can also attract the attention of target customers, capture the excitement of customers, and encourage customers to take purchases. Lubricant consumption is mostly habitual consumption. Consumers rarely take the initiative to change brands. New brands only make consumers â€œexcitedâ€ to achieve sales, and the most exciting factor for attracting customers is packaging. Therefore, the packaging must be able to attract the attention of customers, and the packaging design that can embody the product's connotation is exquisite and creative. It is different from competing products and attracts customers to purchase. Otherwise, it will only be â€œhelplessâ€. We can see this trend from the unifying and constantly changing appearances, such as Castrol, Mobil, BP and Other international brands that started the replacement of packaging.
Product packaging is also a free terminal advertisement. The good packaging formed a strong visual impact, which enabled the customer to have a deep impression on the moment of browsing the product and played a â€œ5-second TV commercialâ€ prompt effect. Packaging is also a product of lifelong advertising, mass media advertising customers may not be able to reach, and customers to the point of sale to buy products will inevitably have to see the product packaging, with prominent packaging on the terminal display stand to make outstanding display, so that customers a glance It can be targeted, more "remind", and can strengthen the customer's impression of the product and brand. Through advertising-type product packaging, on the one hand, it highlights the outside of conventional shelves, rapidly attracts customers' attention among numerous similar products, strengthens the visual stimulation to customers, and increases contact with customers, thereby increasing purchase opportunities; On the other hand, there is no reason for sellers to reject this kind of product packaging with advertising, because good new product packaging can beautify the environment of the store.
How to make the product stand out among many brands through packaging?
In our lubricant industry, the direct consumer terminals are generally auto repair shops, lubricant stores, auto beauty shops, etc. The bosses are rarely specialized in operating a brand of lubricants, often based on the needs of the market, high, medium and low-grade. , Import, domestic and several different levels of brand management at the same time, to meet the needs of different levels of consumers in order to expand their customer base. When customers come to a store to purchase lubricating oil products, they face multiple product brands on the shelf. Their eyes will generally only stay for 2 seconds before each product, and customers will not be able to look through the shelves on the shelf in a short time. All products, to make customers interested in a certain product in a short period of time, manufacturers must design beautiful and novel, unique and attractive product packaging, eye-catching, people can not put it down, the only way to make the product in many The brand stands out.
So how to use packaging to make products stand out from the shelves of many brands? In product packaging design, need to pay attention to those aspects?
1, the product of the box packaging should have a sense of artistry and quality.
Many companies pay attention to the packaging design of product cans, but often overlook the carton packaging of products, think that this is only a means of product protection in the transport process, to the end of consumption when the carton is opened and put aside, there is no big Effect. In fact, this is a misunderstanding of market awareness. At the beginning of the product's entry into the market, agents at the investment promotion stage often look at the carton packaging of the product while also considering the packaging of the carton. Because they want to spread the goods to the retail outlets, customers will also first see the carton packaging. Therefore, the color pattern design of box packaging and the quality of the carton are often the first primary sensory factors that affect a product's quality. Some companies are eager to use cheap recycled paper cartons of 3 to 4 yuan. They have a soft texture, are not moisture resistant, and are subject to wet weather and mildew, which is not conducive to inventory. The first deformation of the carton, but also talk about the quality of the product? Therefore, the general grade products will consider the use of plastic color boxes, requiring multiple layers of corrugated paper. Shell is the first international company to adopt color box, and Rimula lubricants is the first company that has used plastic box in full. It not only has strong visual impact, but also produces display effect and moisture proof.
2, the product cans have a strong visual impact
The acceptance of product information by customers in most cases is not proactive. In the mountainous products sold, the packaging must have a strong visual impact so as to jump into the customer's eyes from numerous products and attract them. The customer's attention stimulates the customer's desire to buy. Why are you alone in taking 3,000 RMB? The products on the shelves are dazzling, and all kinds of packaging are contending. Customers can only use visual contact for a short time. The product packaging is attractive and can resonate. The customer will stop their steps to â€œspectateâ€ the products. Therefore, product packaging design can only reduce its risk of â€œoverwhelmingâ€ by emphasizing its advertising and uniqueness. Shaped packaging was popular in 2002, but it was a short-lived phenomenon. The reason was that the terminal's display space was greatly wasted, and individual brands could not be placed near shelves. In 2003, it began to adopt humanized design. For example, a uniform small package uses an oil guide tube, and the middle barrel uses an oval line, which is more convenient for users to change oil.
3, packaging should pay attention to distinctiveness and identification
The distinctiveness and recognizability of product packaging are as follows: The color and level of the display surface of the packaging subject should not be too much; the brand symbol of the packaging should not be too much miscellaneous; the packaging can not have self-interfering graphics or text description; the packaging color changes, processing and packaging Printing (or stickers) cannot be fragmented, or dragging water; packaging is best to highlight only one of the main features of the product. Here, the main characteristic of prominent packaging is to maintain the distinctiveness and recognizability of the overall style of packaging design. In color, there is an unwritten â€œline gaugeâ€, that is, the higher the level of product, the deeper the color of the package. Shell's steam engine oil series follows white, red, yellow, blue, and black; Castrol's is light gray, dark green, dark gray, and black; see the unified, is basically this law. The author believes that the current packaging, to Castrol's most likely to sell and affinity, Shell's biggest gas, Jinfu (a so-called imported brand) is the most luxurious, unified is messy, the commander is a rustic The farmer's wife, BP is four square. The market performance is good, basically have their own characteristics, without their own characteristics, will be gradually eliminated by the market.
4, consistency of packaging design style
All kinds of products produced by the enterprise adopt the same features such as the same pattern and similar colors on the package appearance, so that customers can easily recognize that this is the product of the same enterprise. This packaging strategy is called a similar packaging strategy. Serialized product packaging appears in the market terminal as a group visual body, which occupies a large space. If the design strategy is unified, using the same pattern and color, it will make people have a sense of integrity, have a strong visual impact, and can remind Customers, this is the brand's series of products. The best match here is Castrol's diesel engine oil series.
This packaging style allows most companies to accept, many companies for the sake of production convenience and help customers identify corporate brands, using the same series of products using the same shape and color packaging, such as the same series using the same tank type, with the tank Colors are used to distinguish grades. Consistent consistency is achieved by using the bottle's background. ... The specific levels of the products are different, and they are simply distinguished by different sticker colors and descriptions. This will make the packaging serialized and integrated.
5, packaging and competitive products to form a difference
In the current packaging design of various products, large-scale plagiarism, imitation, and the use of products make the product image more and more similar, the product packaging can not be effectively differentiated from the competitors, the customer's first impression is poor, the brand packaging Loss of opportunity for innovation. In our lubricants industry, in the automotive oil market, many people will be positioned as their own packaging after a certain modification of others' packaging. This kind of design, though convenient, will often cause customers to misunderstand that it is a certain product. A brand's sub-products, even look down on the company, have no level of plagiarism. Mobil's tank type allows other companies to copy "N" times. Castrol and Shell cans are often models of "false foreign devils" brands. In related industry exhibitions, at first glance, there is another one. Mobil or "Shell" came. The so-called patent application nowadays is not ideal for creative protection of packaging design. As long as there are more than seven changes, the patent law will have nothing to do with it. Therefore, packaging should be differentiated from competing products to attract customers' attention. In product packaging design, we must pay attention to the design of similar competitive products, and we must jump out of the shadow of others' designs. The style of packaging should have certain self-characteristics. To produce a visual effect that stands out from the crowd, don't let people see it. The feeling is "who is coming again." At the trade show, the â€œunifiedâ€ packaging design with refueling nozzles has made everyone accept that there are other companies that use this similar shape of packaging. The audience will automatically say, â€œIs this not a uniform can?â€ Your product makes people's first impression misunderstand for other brands, what kind of feeling would you have? What's more, the industry's colleagues are too lazy to change. For example, Jiangsu's Long X brand packaging is exactly the same as BP's. Road X brand and Shell are indistinguishable. Guangdong's Land X card and Castrol are sisters...
6, packaging should be able to help customers identify products
Brand awareness is the premise of consumption. It is only a rough or unclear impression in the mind of the customer. Under this impression, when the customer encounters the company or brand, it will have a kindness. This kind of familiarity will often give customers a sense of identity, shorten the time for customers to make decisions when purchasing products, and quickly make purchase decisions. It can be said that without brand recognition, it is almost impossible for customers to identify and purchase your products. Packaging helps customers identify products. At retail terminals, when a customer does not know the quality of a product, and there is no other basis for judging its quality, it often depends on the impression of the product packaging to decide whether to purchase it. Taking Castrol as an example, the â€œMagâ€ product bottle was attached to a small gecko on a piston covered with oil droplets, which illustrated the product's characteristics.
7, the product name is easy to remember
1. The brand names and logos on the packaging are clearly highlighted to facilitate customer identification.
Design eye-catching logos and brand names, and make the fonts clear. This is the key to successful packaging. The packaging of SK products is very successful. It enlarges and highlights the image of â€œZICâ€ on the front. The impact on human vision is very strong. People see this logo. No matter where they are, the first reflection of the mind is that it is SK's products.
2. The visual communication of packaging and advertising should be the same to facilitate customer identification.
The overall vision of the packaging and advertising vision should be the same as the visual communication of the packaging and advertising in order to facilitate customer identification. Now a large number of product packaging, and the information conveyed by the advertisements do not form an organic overall image, leading to a decrease in the recognition rate of the products by the customers, and it is even more difficult for the brands to â€œsit on the markâ€, causing chaos, confusion and mutual interference in the visual communication. The design of the "unified" product has a very good publicity portfolio. The packaging of the series of products under the red-yellow tone is integrated with their advertising image. At a glance, it is known as its brand. Some domestic brands imitate its design, only to make customers feel ridiculous.
The principle of visual unification should be applied throughout packaging and advertising, organically using the composition and deployment of shades, and strengthening the brand features so as to give greater impetus to product sales. For example, the font on the package and the headline or slogan of the advertisement are in the same font and color, which is easy for the customer to identify, and allows the customer to repeatedly memorize, enhance the recognition while enhancing the memory.
3, the packaging style to maintain a certain continuity.
Packaging should be a sign that helps customers to recognize and distinguish other products, so product packaging generally has relatively fixed materials, colors and patterns to show its uniqueness and distinguish it from other similar products. In general, customers can understand brands, manufacturers, and product specifications through their perceptions, understandings, and memories of product packaging. In the future purchase activities, the main contact with the packaging product is to identify the product. You can directly trigger the customer's purchase behavior, saving customer purchase time. The general automotive lubricants brand has maintained a very good, but the motorcycle oil product is to use the rapidly changing and updated packaging to attract customers, the brand's characteristics are not very ideal. Therefore, in the lube market, it is often through the use of automotive lubricant products to create and conquer the success of the brand, but did not hear which one is because motorcycle oil products have become famous in our field.
4, product names try to use Chinese, less use of digital and English
Nowadays, many brands often make a mistake. They think that consumers are ignorant and use digital or English to dress themselves up as high-tech or high-end products, but forget that anyone is afraid to deal with numbers. For example, a certain brand in Qingdao and a certain brand in Foshan name products based on 550, 770, Dulxo, and other names that people can't read. The markets of these two companies before 2001 were all more than unified, and now One is steady and down, and the other is lingering. The same problem has also occurred in international brands. Look at Eif, Total, Rishi, SK, etc. who did not start the market and have committed this "disease," and the disease is still light.
The most regrettable is the sun lubricant, which was synonymous with city taxi oil 99 years ago. It can be slow to adjust. When Shell hits through the simple â€œLuludaâ€, â€œRed Heinekenâ€ and â€œHuang Heliâ€. In the market, it gave up the urban market. Now it has fallen into a third-rate brand and has not seen it in the mainstream market of the city.
8, the instructions on the package to make customers at a glance
The vast majority of customers are not buying experts, and their products are able to reflect the factors concerned with the customer's shopping choice in the most perceptible form of the customer, and whoever is most likely to obtain the customer's choice. How can packaging be used to stimulate customers' desire to buy? With the increasing popularity of self-service sales methods, retail terminal products are no longer introduced by shopping guides and salespersons, but rely on the â€œself-introductionâ€ of products on the shelves, that is, to make products speak for themselves. Users in the modern stage will not be too superstitious about the recommendation of the on-site repair worker or the front-line salesperson, and they will control their choice of lubricant products. Therefore, the product packaging, especially the new brand packaging that the user does not understand yet, will pass the drawing on the package. The article vividly describes the product, attracts customers, and then realizes self sales. The package description vividly describes the product, and shows the scale, type, and style of the product contained in the package, as well as the performance, characteristics, and usage of the product in the pattern and text. Through the transmission of beautiful and attractive text information on the packaging, people's interest in the product arouses people's association and makes the customer feel warm.
Therefore, it is necessary to spend some thoughts on the description of the packaging, and to express the entire characteristics of the product rather than popular words such as â€œexcellent quality and conforming to certain standardsâ€. This mind-struck text combination is particularly prominent in the description of new concept products. Ordinary products should also be a humanized description of the brand's own meaning and overall product positioning, making people feel welcoming and easy to accept. Of course, the description of the product is also taboo to exaggerate the function of the product. For example, the statement that â€œ200,000 kilometers of oil does not change oilâ€ not only does not attract customers in a specific consumer environment in China, but also causes customers to feel disgusted because such an argument is in China. Difficult to achieve, very empty.
Be sure to list the product features, suitable models, use seasons, oil change intervals, precautions and other key elements.
9, packaging should be easy to carry, use
The product packaging should be different depending on the sales method. Sometimes, there is more than one handle on the package, and more than one ring. This small idea gives the customer a sense of cordiality. The â€œunifiedâ€ packaging with refueling hoses facilitates the use of customers, making people feel that their packaging is highly human and highly welcoming. The international brands have 1L packaged products in high-end varieties to meet the consumption habits of the high-end market.
10, packaging appearance should reflect the price and value of the agreement
Only when the product packaging shows that the price is in line with the value, the customer will have the feeling of a good purchase. Customers often use packaging materials to judge the value of a product, such as the same product. You put it in glass bottles, cans, and paper bags. The sense of value is not the same. Therefore, in the product packaging, the value brought to the customer must be fully reflected, to consider whether it is equal to the customer's psychological price, and if it is the opposite, it must be improved. Otherwise, if the product enters the terminal, it will definitely lose its competitive advantage in price. In our lubricant terminal, customers gradually have a certain fixed understanding of can packaging, for example, they believe that tin packaging products are low-grade, then in the design of a high-end product packaging should not consider using tin materials. There are also materials for the production of packaging cans. Imported plastics and domestically produced plastics will have differences in gloss, reflecting the distance between the grades and the widening of competing products. It must also consider the shape of the packaging and also the materials to be manufactured. Think about it.
11. The taste of the package must match the personality of the target customer
Different customers have different preferences for product packaging, directly affecting their purchasing behavior. Therefore, in the aspect of product packaging design, volume, weight, color and pattern, we should strive to be consistent with the target customer's personality psychology, and achieve the coordination of packaging and products in the atmosphere. In general, most of the psychological activities for customers to purchase products are gradually unfolding. First of all, they entered the store and looked at the products. Some of the products with beautiful packaging were often displayed on the shelves, which produced artistic charm and attracted the attention of customers. Subsequently, there was interest in certain packaging. The same level of products was due to the occasional , Stylish packaging, plus brand, quality and other factors, often become the ideal choice for customers. Therefore, good product packaging should enable customers to have a good association. Good product packaging must not only reflect the nature and purpose of the product more accurately, but also indirectly reflect the potential effect of the product, engender the customer's various associations, stimulate their interest in buying, and strengthen their confidence in purchasing. At the same time, packaging is full of people's imagination, which is the biggest driving force for a brand to maintain its permanent vitality. Each product generally has its own characteristics, such as mentioning Marlboro, it reminds people of the masculine beauty of the western cowboy; Colgate toothpaste, reminiscent of the characteristics of the prevention of dental caries are all examples of successful associations brought by the brand packaging. The packaging of "Rex" oil through the image of a Hercules gives people a feeling of power and strength. At present, no packaging brand has surpassed it.
People rely on clothes and clothing to rely on packaging, sales staff sales of products must first sell themselves, product sales themselves must first show their own packaging. Packaging is an invisible advertisement that is a manifestation of the enduring vitality of a product brand. Therefore, when a company initiates a certain product or a certain type of product for promotion, it is most necessary first to pay attention to the packaging and to invest in the packaging. The brand can effectively play the terminal sales force of the packaging, and the advertising investment of the company can save a large amount intangibly.
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