I. Introduction:
With the development of the commodity era, packaging plays an increasingly important role in the entire circulation of goods, and how to solve the problem of packaging positioning is particularly important. This article mainly describes the basic principles and methods of product packaging positioning and some problems in the process of packaging positioning.
Second, the meaning of product packaging positioning: "Product positioning" refers to, we want to make consumer objects to our products what kind of association and views. Think of our company and its brand positioning; associate all the same products in the market, namely product positioning and consumer target positioning.
1. Brand positioning: Brand refers to "who". Who sells? A traditional old company? A dynamic new brand? A successful businessman? Or a rising star in the market? In daily life, the problem to be solved by brand positioning is: How exactly do we want consumers to associate company names (that is, to use "company" trademarks) or one or more product brands? Here, the brand positioning, brand identification, and brand series positioning (as opposed to individual product positioning) are some of the elements to be considered.
2. The product's positioning product refers to what it is. What to sell? A popular product? A popular product? A best-selling product? A commodity? A cheap product? A gift or a status symbol? The problem with brand positioning is that we want consumers to think about how much new products we have and the similar products already on the market (whether it's competitors or ours). Here we have to consider the factors related to product positioning are product categories, product specific features, use methods and occasions, prices and levels.
3. Consumer Targeting Consumers refer to who is the main target of sales for whom? Is a teenager? Is it women? Is it a positive object or a potential object? It is the whole family...? We must consider whether or not consumers in this product will feel that the new product is different from the existing products in the market. In the positioning of related products, we must consider such factors as human and psychological objects. Who? what? Who to sell to? In the relationship between brands, products and consumer objects, the phrase "who sells something to whom" summarizes the whole content of positioning.
three. Product packaging positioning method
1. Brand positioning, including: company brand, product brand, company logo, brand identification, brand series positioning (as opposed to single product positioning), single product positioning, etc.
2. Product positioning To use product positioning, we must identify four issues related to the product: product category, product characteristics, use and occasion, price and quality.
(1) Product Category We want consumers to associate this product with this product or that product? In addition, different positioning strategies will also enable the products to be sold through different channels. The packaging of fresh milk will be sold through the market, and the packaging of fitness foods will be distributed through the malls of healthy products. If sold in a supermarket, the good-packaged dairy products will also be displayed on different shelves. This answers some questions that some people often raise. Can the same product be used at the same time and can be packaged in two different packages? Target market? The answer is yes, but it is not consistent with professional ethics.
(2) Product Features We want people to have a view of a product that has this rather than one characteristic.
(3) How to use and where do we want people to use it, or when will they use this product during the day?
(4) Feelings of price and quality We hope that people will feel cheap, generally, or expensive for this product. Experience tells us that the actual sales price of a product should be consistent with the appearance and price of the product. If the appearance of a package does not match the price of the product, consumers will have doubts. Any kind of packaging design, regardless of its positioning, can be packaged by the purposeful use of appropriate patterning techniques, such as bright, intense colors, different layouts and quiet and rational designs, plus bronzing, embossing, and high gloss processing. Give people a feeling of cheap, medium or high-end.
3. The positioning of consumer objects here is. We particularly want to see which type of person or what kind of state of mind is the potential consumer of our products.
(1) What kind of crowd mainly refers to a group of people, such as a certain age group, a certain occupation, a certain heavy sex and so on.
(2) Psychological objects of psychological objects, mainly referring to different lifestyles, individualities, and different national interests. Psychological design can not only be suitable for people who belong to a certain cultural stratum. And it can be suitable for people who have a special design style. Therefore, in the design of mind positioning, we are closer to marketing art than products.
4. The essence of packaging and positioning packaging is structural modeling and its materials. In addition to the functions of packaging and protecting products, packaging also has the function of information transmission. The shape of the packaging construction material, the cover body and the label all have the function of expressing a kind of positioning information. From this it can be seen that the packaging is designed to:
(1) Materials, such as plastic, glass, paperboard, and composite materials.
(2) Modeling, including industrial modeling or patented modeling
(3) Plane effects, including the simple decoration and embossing.
(4) Shape size, including single package, large package container, family usage, and combination package.
(5) Easy to use, convenient to use, multiple use of the lid and easy to open and so on. 5. The best comprehensive positioning Above we analyzed the positioning methods of various products. In fact, if we summarize the above mentioned factors, we can get the following seven main positioning design methods: Related brand positioning; Related products Positioning; Targeting consumer objects; Relevant brand positioning; Positioning of related brands and consumer objects; Positioning of related products and consumer objects; Positioning of brands, products, and consumer objects. The main work we have to do is to make a selection of all possible design options and to screen out the best design solutions that can make the products best-selling under the current market conditions. This kind of predictive decision determines the best positioning of the brand, product, and consumer. As far as packaging is concerned, various kinds of positioning information content can often be transmitted in different parts of the packaging. The front, back, and sides of a package can complement each other. This leads us to the next question:
6. How to choose the design scheme The seven positioning designs presented above all have their own advantages and disadvantages. If the product is targeted in the delivery of consumer information, it only highlights one point (such as highlighting the brand), then it will give people a strong impact. However, a single message transmission may miss the main content of the product or consumer object and become incomplete. To solve this type of problem, we must consider from four aspects.
(1). Analyze the market form First of all, we should base on possible and ready-made market research materials, and based on our understanding and experience, decide on the decision to put the product on the market, analyze the alternative positioning design options, and then select the most suitable market The basic positioning of the situation.
(2). After considering the complementary functions of visual means (packaging and other promotional tools) after analyzing the market situation and determining the main positioning, we should consider the second question. Do we plan to support this product through a large number of advertisements? market? If the answer is a definite one, the brand, product, and consumer's information may be passed on through packaging and advertising, instead of being delivered solely through packaging.
(3) Comparing the Positioning Strategy of Competitors For the selection of product positioning, we should also consider whether it is the same as the position of competitors in the market; whether the fixed positioning strategy of the competitors is imitated or needs to be unique? If we want to make a product on the market, we must break the long-term position and stereotypes that our competitors have formed in the market, which will make our product positioning unique. However, this must be supported by a large amount of advertising and promotional activities. On the contrary, if we recognize that the scale of the products to be put on the market is limited, it will largely depend on the "natural development of products." Well-known packaging positioning strategy in the effective market, in order to benefit from the good work of others. There are many benefits to this approach, but consideration should be given to mimicking where professional ethics permit.
(4). The sales floor factor is in the mall. The entire series of products is concentrated in one place for brand classification and sales. Or are all kinds of products displayed together with competitors' like products in different places in the mall to display classified sales? For those types of products that have a wide variety of products, the manufacturer cannot intervene in the merchandise classification system in the store, and can only obey the business arrangement. And different markets have different classification methods.
A product is classified. Under normal circumstances, the school product classification will reduce the role of school. Because doing so maximizes the difference between different product lines and their different characteristics, the effect of positioning products and consumer objects is outstanding. In the case of a large shelf display area, this view is correct. However, the fact that the status of the school's pie is prominent and unifying will make no difference between all packages of the pie, causing visual confusion and making it difficult for consumers to distinguish between them.
B. Product Classification The same mall products must compete side by side with the same product. The packaging of the same product must be based on brand positioning. That is to say, distinguishing a brand's product from a competitor's branded product by distinguishing the logo by a compelling brand name, such as base colors, and main identifying patterns. The ultimate goal is to attract the attention of consumers in shopping and attract their attention.
IV. Procedures for Changing the Positioning of Commodity Packaging We discussed the positioning of a new product. However, for products that have already been circulated in the market. When we need to re-consider positioning due to various reasons, how do we handle it?
1. Research must firstly go through in-depth market research to understand the main reasons for the decline in product sales, to understand where the main disadvantages of previous product positioning are compared with competitors, brand issues, material issues, structural issues, or styling issues. and many more. According to the results of the investigation, we decided to take measures in a targeted manner.
2. The final destination design To redesign a package, there must be a gradual process. First come up with a final design plan and get it through. Then, design the overpack between the emerging packaging and the final packaging.
3. The progressive program The ultimate goal Design After the package is passed, the designer of the package wants to conceive a series of overpacks. For each staged package, consider the original package's change rate and consumer acceptance, avoid the risk of sales decline due to changing the package, and keep it stable until it is changed from the old package to the final design. The purpose of the packaging.
4. Update the design of the ultimate goal If during the over-packaging development process, due to changes in the market consumption, we need to update the final target design after finalization. Should we do this? This requires designers to re-conceptualize new final-purpose packaging designs and then identify new over-phase packaging. In short, through the above analysis, the positioning design is ever-changing, so that we can become more creative and more efficient in the communication between manufacturers and users (consumers).
Reprinted from: Popular Network
Office furniture refers to various types of furniture used in office spaces, including tables, chairs, cabinets, etc. The classification of office furniture is mainly based on its purpose. The following will provide a detailed introduction to the classification of office furniture.
1. Office Desk: A desk is one of the most basic furniture in the office, used to hold computers, documents, and office supplies. According to different shapes and functions, office desks can be divided into straight, L-shaped, U-shaped, conference tables, etc.
2. Office Chair: Office chairs are essential furniture for employees in the office, used to provide sitting support and comfort. According to different functions and materials, office chairs can be divided into office staff chairs, conference chairs, executive chairs, sofa chairs, etc.
3. Conference tables and chairs: Conference tables and chairs are furniture used for meetings and business negotiations, usually consisting of large tables and comfortable chairs. According to different shapes and functions, conference tables and chairs can be divided into round tables, long tables, oval tables, etc.
4. File cabinet: A file cabinet is furniture used to store and manage files and information, usually consisting of multiple drawers. According to different materials and usage methods, file cabinets can be divided into steel file cabinets, wooden file cabinets, sliding file cabinets, etc.
5. Bookshelf: A bookshelf is furniture used to store books and documents, providing neat and orderly storage space. According to different shapes and materials, bookshelves can be divided into wooden bookshelves, metal bookshelves, glass bookshelves, etc.
Ergonomic Chair,Office Lifting Table,Meeting Sofa,Visitor Chair
Foshan Shengshi Zhihui Technology Co., Ltd. , https://www.sshotelfurniture.com