The importance of packaging box design to the brand

When the brand has become the highlight of the market competition, the product packaging box and its design not only refer to the selection of specific performance elements and the means to create the brand visual image through creativity, but also refer to the brand positioning, product finalization and Under the guidance of product pricing, it is an ingenious and creative project to create a point of convergence with the needs of the times, lead new highlights in the industry, and focus on new selling points of differentiated value. It can be seen that commodity packaging is the concentrated expression of brand strategy and the epitome of brand marketing strategy. The psychological strategy of packaging design focus is a very logical promotion idea. It not only must visually attract specific consumer groups to produce expected purchase behavior, but also psychologically capture the excitement and desire of consumers. To achieve the above objectives, the design and production of packaging boxes must make due efforts in the following aspects.

1. The packaging box design must follow the principles.

An excellent creative packaging box can create brand recognition, brand associations and consumer brand preference by itself with its visual impact, which in turn affects brand quality or customer brand loyalty. Therefore, in addition to the most basic requirements in packaging design, marketing factors, business conditions, and consumer cognition, emotion, and psychology must also be considered.

1) Marketing principles. Accurately convey the key information of products, services and brand appeals; reflect brand personality characteristics, values, and ideas; become the corporate image mark; reflect the company's strength and development direction.

2) The principle of creativity. Eye-catching and intuitive, unique and novel, strong visual impact, and legally accessible; suitable for use, storage, transportation or gifting by established audiences; accurately reflect market positioning and value demands; facilitate the display and dissemination of different consumption scenarios.

3) Design principles. Pay attention to original creation, plagiarism and imitation are strictly prohibited. The graphics and text are coordinated, the combination is balanced and reasonable, the three-dimensional shape is beautiful and exquisite, clear and natural, and the visual recognition is friendly and unique.

4) Cognitive principles. Simple and elegant, impressive, in line with the cultural background of the positioning market and the acceptance psychology of the established audience, and in line with the fashion and individual needs of the times.

5) The emotional principle. Strong contagion, unique enjoyment of beauty; rich associations, people love; positive and upward, in line with the expected consumer aesthetic taste.

2. It must be designed to win the minds of consumers

The consumer's heart is the ultimate market for marketing.

The multi-dimensionality or difference of people's consumer psychology determines that the product packaging box must have multi-dimensional emotional appeals in order to attract specific consumer groups to produce expected purchase behaviors. The basic mission of packaging design is to win the hearts of consumers with creative and innovative images.

1) The packaging box should show the identity of the target consumer.

Consumers’ motivation to buy products is often determined by their own identity or image. When the product reflects their own image or identity, consumers will have the urge to buy, and the product is easier to complete a "thrilling jump."

Take Lego toy packaging products as an example. The childlike "growth and happiness" design corresponds to smart and lively children. ……, as long as you feel a surprise, consumption will pay for it.

2) Reflect the interests that consumers are most concerned about.

The candy packaging box needs to truly display the well-known varieties of dried fruits or the perfect combination to arouse appetite; the gift packaging of health products must be generous and beautifully printed, otherwise it will not reflect the generosity of the gift giver, and it will not be allowed to give gifts. The face of the recipient is bright; the toothpaste used for travel should be smaller, otherwise the travel bag will not fit.

3) Attract consumers' attention.

Sales personnel who are terminal often have to "jump" their products out of similar products, which expresses the desire for their products to be the first to be noticed by consumers.

In fact, consumers’ attention to a product generally changes from an unintentional state to an intentional state. If consumers can be the first to "jump" into their eyes among a large number of brands and have a good impression, consumers will buy Motivation opportunities have greatly increased.

Of course, the packaging must conform to the attributes of the product. It is absolutely impossible to package a large machine with a cartoonish personality, right? Otherwise, it will cause others to have unreliable associations about product performance.

3. An honest and credible look and feel must be given to the brand.

To allow consumers to eliminate their doubts about brand quality and have trust in products, a good packaging box and visual communication often have the effect of being silent. Some strategies are to allow consumers to see "through", that is, to adopt transparent packaging materials, so that consumers can see the inner things of the product and consume with confidence. Another strategy is to indicate special recommendations from authoritative scientific research institutions, government agencies, or health institutions on the packaging, and a certain insurance company to undertake quality insurance is widely used in the field of medicines and health products. Edible fast-moving consumer goods are often marked with the production date, shelf life, etc.; of course, there are barcodes or quality traceability marks, national unified retail prices, etc., to enhance consumer confidence in buying. Fast transaction.

At the same time, we must also emphasize the color of the product image. Not only the transparent packaging box or the use of color photos to fully show the inherent color of the product itself, but more use of the image tones that reflect the major categories of goods, so that consumers can generate similar signals and reflect the same cognitive response, and quickly confirm the packaging by color Content.

4. There must be accurate and legal text design.

1) On the packaging pattern, there must be specific instructions on the preparation, efficacy, use or maintenance of the product's raw materials. If necessary, you are welcome to attach a concise schematic diagram.

2) Pay attention to the function design. The functional design in the packaging pattern is mainly manifested in the following aspects.

①Protection performance design. Including moisture proof, mildew proof, moth proof, square dew, shatter proof, squeeze proof, etc.

②Convenient performance design. Including to facilitate the store Chen Li sales, convenient for customers to carry and use.

③Promotional performance design. That is to say, without the suggestion or demonstration of the sales staff, the customer can understand the product according to the self-introduction of the text and picture of the packaging screen, and then decide to buy and use it.

In summary, it is only a general requirement for packaging box design. With the development of the information age and the dynamic changes of brand competition, packaging box design and production must avoid the taboos of laws and regulations on packaging patterns and text design, and have to understand the different customs and values ​​of different countries and regions. Because they have their legal requirements and their favorite and taboo things, colors and vocabulary. From the perspective of intellectual property protection and legal taboos, it must not conflict with the patent rights, trademark rights and copyrights enjoyed by others. Only when the packaging box of the commodity meets the above requirements can it become an excellent packaging work that helps brand building and wins the recognition of the local market.