As soon as packaging is mentioned, people immediately think of the function of protecting their products. In fact, the real source of packaging magic is its promotional features. Nowadays, the protective function of packaging is weakening, and the promotion function is gradually strengthened. Packaging has become an important tool for business promotion. The article discusses several strategies that make it attractive.
First, there is a magic packaging There is a new food company in the United States introduced a chocolate, chocolate and other companies produce no different, even if it is inexpensive and no one cares. Later, the company changed its marketing strategy, designed portable gorgeous packaging for chocolate, highlighted the characteristics of its gift candy, increased the price several times, and the business was surprisingly good.
At the beginning of reform and opening up, Hong Kong merchants bought a large quantity of mustard from Sichuan, and then broke the altar, changed the packaging for plastic bags, and sold it to other countries. Not only did the selling price double, but it also became more popular.
Things are still the original thing, because the packaging has changed, the sales effect is very different. Examples like this one are so numerous in the actual economic life that this is an indication of the magic of packaging. It is an indisputable fact that packaging can create demand and make products sell well.
Second, the source of packaging magic When it comes to packaging, people immediately think of their protection of goods. In fact, the real source of packaging magic is its promotional features. Nowadays, the protective function of packaging is weakening, and the promotion function is gradually strengthened. Packaging has become an important tool for business promotion.
1. Packaging is a silent salesman.
Some people in the United States have done a survey: About 60% of customers who enter the store to buy things will change their minds. For example, the original to buy low-grade goods, and eventually bought a high-end goods; the original to buy a brand, and ultimately bought the B brand. This change is largely caused by packaging. Although consumers in modern society have many sources of information, when it comes to field purchases, packaging has the most direct and strongest impact on their purchasing behavior. In particular, in self-selected shopping malls, consumers can directly contact with the goods. When they are shuttled through a vast array of goods, the sales promotion effect of packaging is conceivable.
Japanese scholar Gana Guang believes that there are three basic conditions for packaging to become a “salesman,†namely, Brand, Image, and Differentiate. He called it the BID principle. Trademarks are the signs of goods. Commodities without a trademark are like people without a name. To make packaging a salesman, you must first highlight the trademark on the packaging. Expanding the gap refers to the conscious expansion of the differences in quality through trademarks and packaging. Someone once did an experiment and put the same detergent in several packages of different brands and shapes to try it out for consumers. As a result, they thought it was several kinds of detergents with different qualities. This experiment shows that trademarks and package styling can play a role in highlighting the characteristics of the product.
The result of widening the gap is to make consumers form a relatively fixed impression on a certain commodity—a trademark or a packaging impression. The trademark or packaging impression gives the individual character of the product a specific image and the product is more attractive.
2. Packaging is an advertising tool.
The role of advertising is nothing more than to enable consumers to know and understand a certain product, thereby triggering their desire to buy. To this end, advertisements should expose goods to consumers and influence consumers' purchase behaviors by attracting, persuading, and inducing. The packaging undoubtedly has the most basic function of advertising. This makes it possible to become a special kind of advertisement. Although it is not possible to directly persuade and induce consumers, a well-designed package can firmly capture the consumer's attention through its revealing function and silently influence the consumer's purchase behavior.
3. Packaging is a magnifier with product features.
What are the characteristics of goods, not personally use one, try it is not easy to understand. So for many commodities, especially new products, letting people understand their characteristics has become an important issue for companies. The packaging can capture the characteristics of the product through engaging styling, pictures and text printed on the package, enabling consumers to have a general understanding of what they are selling in the moment they come into contact with the product.
4. Packaging is a microcosm of marketing strategy.
A well-designed package embodies a company's marketing strategy in a materialized form. The target market of the enterprise, the product price adopted by the enterprise and the distribution strategy are reflected in the packaging. If the company’s target market is a lower-income consumer, then the packaging should be simple and unpretentious. Otherwise, the target customers will not dare to enquire. If the product is to establish a high-quality image, the packaging must first be of high quality.
5. Packaging can bring security.
The most primitive and basic function of commodity packaging is to protect the goods and prevent them from being damaged, leaked, decayed, etc. With the development of the economy, changes in the concept of the market, the protection of the packaging itself has also changed. It promotes sales by giving consumers a sense of security, especially for those goods that are easily damaged, leaky and easily moldy.
6. Packaging can provide convenience.
For the same kind of wine, if two or three Bottles are bundled together, it is convenient for customers to carry two or three bottles. Therefore, changing the packaging of goods to provide convenience to consumers can help customers who are hesitant and unwilling to carry their hair and promote sales.
Third, magic packaging strategy
To make packaging magical, here are some strategies to choose from.
1. Consistent packaging strategy.
The company integrates the products it produces into the consistency of packaging appearance (such as patterns, colors, shapes, etc.), so that consumers can easily identify or associate with the same company's products, in order to increase or expand the company's momentum. . Especially when new products are on the market, using this packaging strategy can make use of the reputation of the company’s existing products to increase consumers’ trust and recognition of new products. With this packaging strategy, the trademark or packaging impression of a company’s key products is generally used as a consistency factor.
2. Supporting packaging strategy.
Several types of highly associative products are packaged together and sold together so that they can be purchased by consumers. For example, the portable gift coffee introduced on the market places coffee, partners and small steel spoons together in a single box, which brings great convenience to consumers for buying gifts.
3. Tiered series packaging strategy.
Divide the products of a company's production line into different grades, adopt different packaging methods respectively, and use packaging to widen the gap between product quality, so that consumers with different purchasing power can purchase. The product is not the cheaper the more popular, otherwise some phenomena can not be explained, such as a suit of 200 yuan no one to buy, followed by a zero but was snapped up. It seems that the key is the grade of the product to be suitable for the buyer's "grade." Hierarchical series of packaging is to use packaging as a tool, supplemented by a corresponding price strategy, for different "grade" buyers to prepare different grades of products. The main points of a graded series package are not how much the quality of the product itself is different, but rather what makes consumers feel that there is a significant difference in product quality.
In addition, the same product can also be used to form a series of products with different capacity packaging. For example, the color films sold in China today are mostly in 36-sheet format. If 24, 12 or 6 packages are developed for sale, the effect will be good.
4. Use packaging strategies again.
After the product is used, the package can be used for other purposes. At present, there are many kinds of packaging in the market, such as instant noodles in bowls and cups of drinks.
5. Bonus packaging strategy.
Attach a gift inside or outside the package to better stimulate the consumer's desire to buy. This packaging strategy appeals to children. For example, the children's food series produced by the Guangdong Fenhuang Food Factory comes with a small plastic toy, which is very popular with children. 6. Improve packaging strategies. On the premise of not changing the quality of products, the impression of improving product quality can be improved by changing the product packaging. It is more difficult for some products to improve their quality, but if they are consistent for several years, they will always be old faces and consumers will become bored again. Often changing and packaging, it brings a sense of freshness, sales may go up.
In short, the above several packaging strategies can increase the magic of packaging to some extent. According to the actual situation, flexible adoption is the way to package success. In addition, experts have a piece of advice: When you don't know how to design your package, you may wish to collect 100 kinds of packaging of similar products in the market. Through observation and comparison, you will get satisfactory results.
**** Author: Liang Ailin ****
First, there is a magic packaging There is a new food company in the United States introduced a chocolate, chocolate and other companies produce no different, even if it is inexpensive and no one cares. Later, the company changed its marketing strategy, designed portable gorgeous packaging for chocolate, highlighted the characteristics of its gift candy, increased the price several times, and the business was surprisingly good.
At the beginning of reform and opening up, Hong Kong merchants bought a large quantity of mustard from Sichuan, and then broke the altar, changed the packaging for plastic bags, and sold it to other countries. Not only did the selling price double, but it also became more popular.
Things are still the original thing, because the packaging has changed, the sales effect is very different. Examples like this one are so numerous in the actual economic life that this is an indication of the magic of packaging. It is an indisputable fact that packaging can create demand and make products sell well.
Second, the source of packaging magic When it comes to packaging, people immediately think of their protection of goods. In fact, the real source of packaging magic is its promotional features. Nowadays, the protective function of packaging is weakening, and the promotion function is gradually strengthened. Packaging has become an important tool for business promotion.
1. Packaging is a silent salesman.
Some people in the United States have done a survey: About 60% of customers who enter the store to buy things will change their minds. For example, the original to buy low-grade goods, and eventually bought a high-end goods; the original to buy a brand, and ultimately bought the B brand. This change is largely caused by packaging. Although consumers in modern society have many sources of information, when it comes to field purchases, packaging has the most direct and strongest impact on their purchasing behavior. In particular, in self-selected shopping malls, consumers can directly contact with the goods. When they are shuttled through a vast array of goods, the sales promotion effect of packaging is conceivable.
Japanese scholar Gana Guang believes that there are three basic conditions for packaging to become a “salesman,†namely, Brand, Image, and Differentiate. He called it the BID principle. Trademarks are the signs of goods. Commodities without a trademark are like people without a name. To make packaging a salesman, you must first highlight the trademark on the packaging. Expanding the gap refers to the conscious expansion of the differences in quality through trademarks and packaging. Someone once did an experiment and put the same detergent in several packages of different brands and shapes to try it out for consumers. As a result, they thought it was several kinds of detergents with different qualities. This experiment shows that trademarks and package styling can play a role in highlighting the characteristics of the product.
The result of widening the gap is to make consumers form a relatively fixed impression on a certain commodity—a trademark or a packaging impression. The trademark or packaging impression gives the individual character of the product a specific image and the product is more attractive.
2. Packaging is an advertising tool.
The role of advertising is nothing more than to enable consumers to know and understand a certain product, thereby triggering their desire to buy. To this end, advertisements should expose goods to consumers and influence consumers' purchase behaviors by attracting, persuading, and inducing. The packaging undoubtedly has the most basic function of advertising. This makes it possible to become a special kind of advertisement. Although it is not possible to directly persuade and induce consumers, a well-designed package can firmly capture the consumer's attention through its revealing function and silently influence the consumer's purchase behavior.
3. Packaging is a magnifier with product features.
What are the characteristics of goods, not personally use one, try it is not easy to understand. So for many commodities, especially new products, letting people understand their characteristics has become an important issue for companies. The packaging can capture the characteristics of the product through engaging styling, pictures and text printed on the package, enabling consumers to have a general understanding of what they are selling in the moment they come into contact with the product.
4. Packaging is a microcosm of marketing strategy.
A well-designed package embodies a company's marketing strategy in a materialized form. The target market of the enterprise, the product price adopted by the enterprise and the distribution strategy are reflected in the packaging. If the company’s target market is a lower-income consumer, then the packaging should be simple and unpretentious. Otherwise, the target customers will not dare to enquire. If the product is to establish a high-quality image, the packaging must first be of high quality.
5. Packaging can bring security.
The most primitive and basic function of commodity packaging is to protect the goods and prevent them from being damaged, leaked, decayed, etc. With the development of the economy, changes in the concept of the market, the protection of the packaging itself has also changed. It promotes sales by giving consumers a sense of security, especially for those goods that are easily damaged, leaky and easily moldy.
6. Packaging can provide convenience.
For the same kind of wine, if two or three Bottles are bundled together, it is convenient for customers to carry two or three bottles. Therefore, changing the packaging of goods to provide convenience to consumers can help customers who are hesitant and unwilling to carry their hair and promote sales.
Third, magic packaging strategy
To make packaging magical, here are some strategies to choose from.
1. Consistent packaging strategy.
The company integrates the products it produces into the consistency of packaging appearance (such as patterns, colors, shapes, etc.), so that consumers can easily identify or associate with the same company's products, in order to increase or expand the company's momentum. . Especially when new products are on the market, using this packaging strategy can make use of the reputation of the company’s existing products to increase consumers’ trust and recognition of new products. With this packaging strategy, the trademark or packaging impression of a company’s key products is generally used as a consistency factor.
2. Supporting packaging strategy.
Several types of highly associative products are packaged together and sold together so that they can be purchased by consumers. For example, the portable gift coffee introduced on the market places coffee, partners and small steel spoons together in a single box, which brings great convenience to consumers for buying gifts.
3. Tiered series packaging strategy.
Divide the products of a company's production line into different grades, adopt different packaging methods respectively, and use packaging to widen the gap between product quality, so that consumers with different purchasing power can purchase. The product is not the cheaper the more popular, otherwise some phenomena can not be explained, such as a suit of 200 yuan no one to buy, followed by a zero but was snapped up. It seems that the key is the grade of the product to be suitable for the buyer's "grade." Hierarchical series of packaging is to use packaging as a tool, supplemented by a corresponding price strategy, for different "grade" buyers to prepare different grades of products. The main points of a graded series package are not how much the quality of the product itself is different, but rather what makes consumers feel that there is a significant difference in product quality.
In addition, the same product can also be used to form a series of products with different capacity packaging. For example, the color films sold in China today are mostly in 36-sheet format. If 24, 12 or 6 packages are developed for sale, the effect will be good.
4. Use packaging strategies again.
After the product is used, the package can be used for other purposes. At present, there are many kinds of packaging in the market, such as instant noodles in bowls and cups of drinks.
5. Bonus packaging strategy.
Attach a gift inside or outside the package to better stimulate the consumer's desire to buy. This packaging strategy appeals to children. For example, the children's food series produced by the Guangdong Fenhuang Food Factory comes with a small plastic toy, which is very popular with children. 6. Improve packaging strategies. On the premise of not changing the quality of products, the impression of improving product quality can be improved by changing the product packaging. It is more difficult for some products to improve their quality, but if they are consistent for several years, they will always be old faces and consumers will become bored again. Often changing and packaging, it brings a sense of freshness, sales may go up.
In short, the above several packaging strategies can increase the magic of packaging to some extent. According to the actual situation, flexible adoption is the way to package success. In addition, experts have a piece of advice: When you don't know how to design your package, you may wish to collect 100 kinds of packaging of similar products in the market. Through observation and comparison, you will get satisfactory results.
**** Author: Liang Ailin ****
Plastic items,Eye product Co., Ltd. , http://www.zjmakeuppackaging.com