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How to choose a packaging design company

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suitable for your own company, targeted packaging design company, well designed, with connotation and expression for your own product design. Henan Lingzhi brand planning has decades of front-line design experience. I hope it can help you.

with the increasing enrichment of China’s material life, the continuous improvement of people’s purchasing power and the continuous increase of international trade after China’s accession to the WTO, the differences of similar products are reduced and the homogeneity of use value between brands is increased. Therefore, for consumers, what products can attract their attention and what products can make them choose to buy puts forward higher requirements for the packaging design of similar products, Only by working hard on the creative positioning strategy of packaging design, can we make our products “white, red and different”

creative positioning strategy plays an extremely important role in the whole operation process of packaging design. The creative component of packaging design is mainly reflected in the strategic creativity of design. The so-called creativity, its most basic meaning refers to a creative idea, a good idea, something that others have never had. Of course, this thing is not made out of nothing, but recombined on the basis of existing experience and materials. Positioning strategy is a design strategy with strategic vision. It has the characteristics of foresight, purpose, pertinence and utility. Of course, it also has limitations. Creative positioning strategy is the core and essential factor of successful packaging design. In the following, packaging creative positioning strategy plays an important role in packaging design
1. Brand image strategy
with the continuous development of the economy, any kind of best-selling product will quickly lead to a large number of enterprises flocking to the same market, the identifiable differences between products become more and more blurred, and the differences in the use value of products become more and more insignificant. If enterprises still blindly emphasize the characteristics of products and subtle product differences, consumers will not recognize them. On the contrary, the brand image of products is becoming more and more important. In the brand image strategy, one is to emphasize the trademark of the brand or the logo of the enterprise as the main body, and the other is to emphasize the serialization of packaging to highlight its branding. Many foreign brands, such as Marlboro and Hilton, have adopted the packaging logo of Marlboro and 555. Serial Packaging has made a qualitative leap due to the introduction of CIS. It not only uses a unified form, unified color tone and unified image to standardize the products with different shapes, different uses and interrelated products, but also a visual extension of the enterprise’s business philosophy, which makes the information value of goods have unprecedented communication power. Shaping the brand image of the product is actually the second investment in the product and the promotion of the added value of the product
2. Product appearance differentiation strategy
Product appearance differentiation strategy is to find the differences of products in packaging appearance modeling and packaging structure design, so as to highlight the characteristics of their own products
for example, there are hundreds of packaging structure designs of cartons. How to choose which structure to highlight the characteristics of products and strong visual impact? Whether to choose triangle as the basic plane, quadrangular or pentagonal, or trapezoidal, cylindrical, arc or anisotropic as the basic plane. When choosing the product appearance, one is to consider the protection function of the product, the other is to consider its convenience function. Of course, it also includes the beautification function of the appearance. The packaging of Xizhilang jelly crystal love heart series, although its TV advertising is a bit imitative of the plot of the film Titanic, its commodity packaging is a successful work. Crystal Love series packaging has not only aroused the attention of obvious consumer groups, but also the attention of potential consumer groups. The target object of the product has also expanded from children to all groups in love. All this is due to the heart-shaped packaging design positioning and brand positioning of crystal love
3. Differentiation strategy of product sales
differentiation strategy of product sales mainly refers to finding the differences of products in sales objects, sales objectives, sales methods, etc. Products are mainly aimed at which levels of consumer groups, that is, social class positioning, whether the consumer object is men or women, young people, children or the elderly, as well as different cultures, different social status, different living habits, different psychological needs, product sales area, sales scope and sales mode, all affect and restrict all aspects of packaging design. The main consumer group of children’s products is children, but in addition to the children of the target consumer group, the most important consumer group is their parents and elders. Therefore, when designing the packaging, in addition to considering children’s preferences in pattern, color, text and arrangement, we should also consider the psychology of their parents and elders looking forward to their children’s success. Therefore, some commodities are packaged and printed with some small stories full of knowledge or interest. Although these contents are not very relevant to the products, they definitely capture the parents’ psychology of paying attention to the intellectual development of their children. From the perspective of sales methods: one is its sales channels, the other is its sales methods. Different products will adopt different sales methods and objectives in different periods, different environments and different seasons. For example, this year’s Nestle coffee launched a large-scale reward activity of “colorful choices, Nestle is polite” in China’s traditional Mid Autumn Festival. More than a dozen products are not only packaged in Chinese traditional red coats and equipped with the pattern and words of the full moon of the Mid Autumn Festival, but also surprise and gifts, adding a beautiful scenery to the fierce moon cake war and providing consumers with a new concept of interpersonal communication
4. Differentiation strategy of product performance
differentiation strategy of product performance, that is to find out the uniqueness of similar products as the focus of creative design. The research on product function or performance is the first premise for brands to go to the market and consumers. For example, “white plus black” cold medicine, take white tablets during the day without sleeping, and take black tablets at night to sleep soundly. Because the product is different from traditional cold medicine in function and characteristics, especially the pill design and outer packaging design focus on black and white, so that the product is easy to compete for a favorable position in the market compared with other similar products. Some similar products are of equal quality and their expression methods are also very close. How to highlight the distinctive characteristics, we can’t let go of any small characteristics in the design. For example, the packaging design of washing powder such as tide, Weibai and Diao Pai. The vast majority of washing powders emphasize cleanliness, cleanliness, freshness and quietness in the design and positioning of packaging. Therefore, green, blue and cyan are matched with white in the color of packaging design to highlight its positioning idea, while tide washing powder adopts orange red series to highlight the vitality and efficiency of products. Because a large number of washing powder packaging adopts cold colors, as a warm color product with strong contrast in color, it is certainly eye-catching, just like “a little red in the green cluster”
5. Price differentiation strategy
price is the focus of both buyers and sellers of goods, and it is also an important factor affecting product sales. “When it is difficult for ordinary people to correctly evaluate the quality of goods, they often take the low price quotient as the yardstick to evaluate the quality. In this case, determining the price will determine the grade of the brand and affect the evaluation of other characteristics.” If we summarize the price of products into a triangle, it is not the lowest in this triangle, but the trapezoid in the middle. All this depends on the efficacy and characteristics of products, as well as the market positioning of target consumer groups and related similar products. The purpose of price positioning is to promote sales and increase profits, because different classes have different consumption levels, and any price has relevant consumer groups. For example, “Jinlilai, men’s world”, from his price positioning, it is a medium and high-end product of men’s clothing. The company believes that although the price of the product is a little higher, it is a sign of a person’s identity. If the price is higher, there are corresponding consumer groups. In the product packaging design, in order to highlight its brand positioning. Consumers see not only the natural value of the brand owned by the product, but also the spiritual value
the packaging creative positioning strategy mentioned above does not exist in isolation in the design concept, and is often cross considered. Only the unique packaging positioning strategy can guide the successful packaging design, because it is the basis and premise of design conception
Ruiyan advertising is one of the well-known brand VI design and packaging design companies in China. With more than 10 years of packaging design experience, Ruiyan advertising has an excellent domestic design and planning team. It is committed to “constantly narrowing the distance between brands and consumers and improving the core value of enterprise brands”. Among the customers served, there are many well-known enterprises, such as Evergrande group, Wanda Group, Watson, GAC group, Guangzhou Pharmaceutical Group, Poly Real estate, Nanyue fund, Lingnan group, Bank of China, heshengyuan, Mead Johnson and so on. It is the first comprehensive service provider of “full value chain brand management” in China.

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