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First, the advantages of creative packaging Visually attracting creative packaging plays a key role in attracting vision. According to one source of information, in a typical supermarket in the United States that operates 15,000 product items, the average shopper browses about 300 products per minute. Assuming that 53% of purchase activities are impulse purchases, then the packaging effect is quite similar. For 5 seconds of television advertising. Therefore, the role of brand packaging is definitely more than the general effect of advertising. Chinese companies should pay attention to creative packaging, visual packaging, color matching, and font selection. Increased visual stimuli, so that products through display on the display rack to attract the customer's vision, so as to achieve an unforgettable realm, companies are likely to compete with foreign strong brands in the global market.
2. Increasing the value of innovative packaging not only enhances the sense of value of goods, but also fosters consumer groups' loyalty to the brand. Creative packaging is a place where consumers choose their best, as companies have the ability to predict the effect of packaging impressions, fully grasp the likes and dislikes of consumers through packaging, and upgrade the quality of packaging The sense of value really achieves "the value of goods that have become rich, and the packaging has created psychological value." Therefore, creative packaging will only grasp the true value if it grasps the consumer psychology.
3. The theory conveys the idea that the soul is a style, it can strengthen the connotation of the product, deepen the impression of the audience, this invisible packaging. For product sales will have a great impact. The idea is conveyed in place, people feel real benefits point, the brand has the potential for appreciation. Therefore, the company must be pragmatic in the writing of the copy, the design of the topic, and the drafting of the title, so that the advantages of creativity can be achieved through language communication, achieve word-of-mouth effect, and indirectly become famous for enterprises and products. For example, the LOGO language of Ai Duo Electronic Advertising “We have been working hard†to express our utmost ambitions to make Philips Deep Blue’s corporate philosophy and “Let's make us better!†are humble, sincere, and implicit. This is the charm of language. And taste. Another example is the "pragmatic management, self-employed" pragmatic concept launched by "Manager" magazine in December 2001, far better than the previous "smart management, superior management".
4. Brand recognition Brand recognition is the premise of consumption. It is only a rough or unclear impression in the mind of the consumer. Under this impression, when the consumer encounters a company or a brand, it will produce a sense of intimacy. This kind of familiarity often creates a sense of identity among consumers, shortens the time for consumers to make decisions when purchasing products, and leads to rapid purchase decisions. It can be said that without brand recognition, it is almost impossible for consumers to identify with your company and purchase your products. However, there is brand recognition. This will give the brand a familiar feeling, such as Coca-Cola, IBM, Mercedes-Benz, McDonald's, etc., which are rich in creative packaging.
Second, the error of creative packaging At present, the industry once mentioned creative packaging, it will be equivalent to product packaging, the author believes that this is a wrong concept; packaging is not only the outer decoration, packaging is a strategic environment, it is reflected in Every aspect of the company. One expert said it well, "Packaging creates illusions, and illusions about sales." Therefore, packaging is not a simple exterior.
With the advent of brand globalization, as a Chinese company, if it still ignores packaging and today only understands the exterior, it is very dangerous. This will not only result in the disappearance of the product, but also the decline of the enterprise. stage. In Western countries, creative packaging has already run through the entire operation of the company. In an accurate all-around strategy, it occupies an important position, and is by no means the single product packaging we imagined. Contrary to the assumption of our Chinese company, it is a three-dimensional, multi-dimensional, and it can build a charming, competitive "four-dimensional space."
China's packaging today is still at the stage where packaging is just packaging. This is a very serious mistake. The concept believes that when Cushing, a packaging design consultant, puts forward the conclusion that packaging is a speechless salesman, There will be similarities. Coincidentally, U.S. businessmen have also concluded that “what is the poor sales of goods? Change the form of packaging!†These are the words of the foreigners who are selling or packaging products. "I rely on packaging to promote the company!" Perhaps some of the domestic packaging masters do not agree with this statement, that "what can be related to the promotion of packaging companies? Is this possible? This is purely nonsense!" We may wish Looking back, the consumer's buying habits will realize the truth of this concept. As far as the author is concerned, it sounds a bit plausible when you listen to this statement. In the past, the author also dared to spread this concept, and after careful consideration and scrutiny, you had to pick up the concept of further sublimation. If not, The arguments are the backing, and the author does not dare to share with you in detail. In fact, creative packaging is applied to the overall strategy of the enterprise. This kind of outskirts will surely run through the entire process of brand building, leaving a clear impression in the memory of consumers and generating loyalty purchases.
III. Inadequacies of Chinese Enterprise Packaging There are still some serious shortcomings in the understanding and operation of packaging by Chinese enterprises. The specific performances of these companies mainly include the following aspects:
1. Packaging is the exterior It can be said that most companies still think so so far, packaging is to add a "coat" for the product, ignoring the real power of packaging, the mode of thinking is still very simple.
2. The misdiagnosis phenomenon is serious. Enterprises do not pay enough attention to packaging, resulting in the company's lack of creativity in packaging, and even never consider using scientific methods to diagnose the feasibility of packaging. It is not easy to check the packaging of a product alone. The author published the article "Learn to check the face of a brand" published in 2001 (see the author's monograph, "Does the Brand Die?", pp. 221-228). 14 inspection standards, from the readers of the call, you can feel that Chinese companies generally do not diagnose the packaging enough, and it can even be said that the diagnosis almost approaches zero! The symptoms of Chinese enterprises' creative packaging are representative. There are the following types:
(1) No personality disorder. Packaging lacks personality. This is an ordinary illness. It is like "flu" and there are (2) color blindness everywhere. Chinese companies like to use the colors of the big red, never consider the preferences of the target consumers, regardless of the market, from the masses and fantasy, and even the products just appear to be very low grade, compared with the competitors obviously short section.
(3) Crohn's disease. Clone is a common disease of Chinese companies. "Qingdao changed bluebirds, stone forests changed five forests" and so on imitated exactly the same, do not look carefully, simply can not tell who is the true and false "Li Wei."
(4) Anonymous disease. The emphasis on name is not enough. Look at the product packaging alone. Trademark processing is extremely poor, naming has no characteristics, and consumers can easily forget. On the packaging, the brand names are mostly inundated, even heavy patterns, ignoring the brand effect. Most companies in the packaging, "no name without a share" is a common thing.
(5) schizophrenia. Most of the packaging of Chinese enterprises has no distinctive features. The trademark or product design of a company leaves no impression, and even the unique impression of the product itself cannot be communicated, leaving consumers with unclear ambiguity. The occurrence of this kind of schizophrenia is even more manifested in high-level duels. Enterprises can't justify their disadvantages in the precarious situation.
(6) Playmanship. Many young people who are young and full of praise and style are most often the ones who make this mistake. They lack the correct understanding of the enterprise and the packaging mission. They simply use the arts to package enterprise products. The ornamental art of packaging seems to be extremely high, but it does not promote sales. This kind of over-design disease is now apparent to Chinese companies.
3. Packaging is owed to humanity This is a common mistake made by Chinese companies. Enterprises ignore the need to create demand before supply. In the context of creating a buyer’s eagerness to purchase, companies are still weak, and people feel that the value they bring is obvious.
4. Creativity can not keep up with the era of the pursuit of fashion and creative ideas, has become the theme of the era, and the packaging of our country's enterprises are often people away from it, let people see it feel "old-fashioned." The beats of the modern era are accelerating. Chinese companies are still just “still on the spot.†I wonder if a whole bunch of products are being produced without stopping the market. The market will not accept them. Finally, they have to put them into warehouses to store them. Then they wait for a day to “cut prices.â€
5. Lack of differentiation The phenomenon of homogenization of commodities is very serious. Enterprises will not take the difference, and they may lose their advantages in competition. Differentiated creative packaging has become a major trend in brand competition in the 21st century. Chinese companies lack innovation and enterprises will inevitably be involved in the whirlpool of homogeneity.
6. Insufficient market segmentation Chinese companies in brand extension think of simply changing their name on the packaging. They will not look at the issue from the perspective of the consumer. The market is quakeed like a porridge, and the company still does not understand the market. Subdividing and rationally taking advantage of product design in market segmentation.
7. The details are not enough. The details of our company have not been as strong as foreign brands. The so-called success in the details, packaging design also needs to be done in detail, on the contrary, the product and the company's grade and value will not come out, then competition will become a problem.
Fourth, to meet the era of global creative packaging Trends in packaging for creativity (1) Future prospects for packaging New strategies continue to emerge. Due to fierce competition and shortened product life cycles, packaging also becomes complex. Enterprises must use highly-designed strategic techniques to respond to the market.
Packaging also tends to be diversified. Nowadays, plastic-centered packaging materials have become mainstream and continue to flock to the market. There are bound to be many changes in the packaging of the future. However, the disadvantages of burning odors and never decaying in waste packaging are generally eliminated by companies. The value orientation of environmental protection companies has become the subject of the future.
The problem of excess packaging has received much attention. The oversupply of packaging will be spurned, and companies are adopting countermeasures to become an industry-appealing call. It is expected that this situation will become even more intense.
(2) Sales and packaging Creative unlimited packaging will play a key role in sales. “Without good packaging, there will be no best-selling products!†Through innovative POP, this effective way of dissemination , to carry out product promotion, increase the intensity of the dissemination, this innovative packaging method is not enough to refurbish, for sales will be "closed." Chinese companies have now clearly begun to realize that merely the spread of shelves is not enough. Numerous international brands have moved from the price war to terminal input, from the ceiling to the floor, and creative packaging is everywhere. Chinese companies have also begun to learn and keep up with it.
(3) Culture packaging is a half of the brand's success. Many companies are trying their best to build a culture and trying to grab market share with cultural packaging. For example, Coca-Cola changed its past packaging in 2001, digging deeper into China's five-thousand-year cultural heritage, and introducing the “Chinese Zodiac†design elements that are ignored by Chinese design masters. This has made Chinese people conceited.
(4) Leading Packaging to Reality 1. Leadership packaging has always been the focus of attention of many companies. In the past, business leaders were full of joy when they saw the media. The all-pervasive speculation, it seems that one night business leaders are "God", not "people", with the advent of brand globalization, leadership packaging will be true, corporate leaders will certainly go from the "altar" Down, through packaging, people can see the true side.
2. Packaging Manager Embarked on the Front Desk of the Times
Enterprises should attach importance to creative packaging
"People want clothing, Buddha needs gold," and goods must have creative packaging. With good packaging, it is possible for the goods to be sold well in the market. This is a victory in the operation of the company. In the era of information explosion, Chinese companies have only valued creative packaging and it is possible for the product to convey more information and the brand will become more competitive in the global market.