Deep digging of packaging value

The product packaging on the shelves is like a loyal promoter, silently promoting products to customers. Good packaging is not used to see, but used to sell. The promotion of packaging to sales cannot be underestimated.

With the development of the market, competition for consumer goods is increasingly concentrated on the terminal. In order to occupy a place in the competition, various manufacturers have sent out their own promotional teams and sent them to various terminals for strong sales. Personnel marketing can naturally promote the sales promotion, but it also brings a series of problems: the cost goes up, and the management is more difficult. Personnel sales can make manufacturers happy to blossom, but also make manufacturers want to cry. In fact, many manufacturers are ignoring one type of "promotional salesperson" who does not spend much and has high efficiency when faced with the problem of storefront promotion. That is packaging.

The survey shows that more than 85% of the customers did not have a clear purchase purpose when they entered the mall. In particular, they did not determine the brand to be selected. The final purchase decision was made in the store. At this time, whoever touches the consumer is the winner. What we can do, except for personnel promotions, POP advertising, the rest is - packaging. Packaging is equivalent to the last and most direct advertising, moving customers at key moments to promote their purchase.

Product packaging does not speak, but it can do most of the things that promoters do, and even do things that promoters can't do.

Brand image <br> <br> manufacturers please promoters due to various uneven quality, very difficult to convince consumers a unified brand, a good impression. Those who are not good-looking and hard-boiled promoters will leave consumers with a bad brand image. In contrast, the product packaging coordinated with brand positioning is placed on the shelf in uniform. The same LOGO is continuously repeated in the same space, which has strong visual impact and enables customers to have a sense of trust.

As we all know, culture is a card often used in liquor brand marketing. The originator of the culture wine – how did the liquor alcoholic wine actually penetrate the concept of invisible and intangible? As long as people who have seen alcoholic liquor, it is not difficult to imagine how Hunan liquor quantifies the brand of culture. The secret lies in packaging. In that year, Hunan alcoholic ghosts hired art masters to design packaging specifically for alcoholic liquor. The unique shape full of artistic appeal suddenly touched the hearts of consumers.

Improved look <br> <br> have the appearance of some products, the smell is not popular with consumers, packaged together with the greatly changed. It is difficult for general promoters to do this by allowing customers to approve purchases and even love. Of course, some products have their own appearance and smell, and improper packaging will weaken the brand's reputation. Therefore, special attention should be paid to the design of the packaging.

<br> <br> improve the competitiveness of goods in the same terminal, the same product tend to have several or even dozens of species on the shelf, squeezed into the hands of customers from the shelves, not a competitive one, it is not successful . This is why the terminal is packed with so many promoters every day. Packaging uses shapes, styles, patterns, colors, materials, and other factors to influence consumers, just as a promoter is using all the details to compete for consumers. The starting point of packaging design must be based on competitiveness and do everything possible to compete for consumers from multiple angles and perspectives.

As a value-added goods <br> <br> As the saying goes: "People rely on clothes, Buddha by Gold." Similarly, a proper packaging make ordinary product considerably, so that consumers feel value for money. The same bottle of wine, from unboxed to cartons, to tin boxes and even boxes, can be sold at considerable price differences. Now many manufacturers know this. In particular, alcoholic beverages account for more than 20% to 30% of packaging costs, and some even reach 70%. The reason why they make up and down the packaging is not to design awards, of course, in order to multiply the profits. Imagine, if those promoters say that they can break things, can sell 5 yuan to 50 yuan? And packaging can do it. Consumers are willing.

<br> <br> deliver more information on the packaging, the product description clearly written, allow consumers a glance, to generate a deeper understanding of the product. Many consumers have such experiences, and it is an annoying experience for promoters to verbosity. The instructions on the packaging are “smooth and silent”, so that consumers can understand and agree with the product unconsciously. Spontaneous, active recognition is more effective than passive identification by sales promoters. Especially for some functional products, or for those sensible consumers, the role of packaging is even more pronounced.

For example, in the past two years, there was a health food in Guangzhou that spent a lot of money and energy on marketing. The pre-investment and channel construction have been very successful. The terminal distribution shop is also very wide, and the advertisements are also doing well. However, the sales volume has not kept up. Finally, it has to die. Later expert analysis: The key lies in the unreasonable packaging design. The health care product manufacturer has been trying to improve its brand image in all directions and has made product packaging beautiful. In order to reflect the high-end, packaging design uses a large area of ​​white space, and the text of the product description is reduced to a very small size. When consumers pick up the brand of health products, they are skeptical because they can't read the text, and it is difficult to make a decision to buy it.

Distinguishing features and quality of the goods <br> <br> grade products from the appearance is generally difficult to distinguish. Packaging can provide a standard for differentiating product grades, that is, packaging can quantify the grades that are difficult to clarify. After many years of evolution, packaging has formed a set of conventional visual language, people can easily determine the grade of a product from a package. The silent language of a high-end package placed on a shelf is certainly much stronger than the strength of a promoter who repeatedly emphasizes "high-grade" power. Manufacturers often use different packaging to distinguish different grades of products under the same brand, otherwise it will be confused, so that consumers do not understand the difference between them.

P & G's shampoo brands are numerous. There are certain differences between the prices of shampoos like Rejoice, Head & Shoulders, Pantene, and Rune, which can be reflected in the packaging. The higher-priced Pantene has a relatively large difference from the lower-price Rejoices in terms of packaging: the former has a cool color tone, the dignified font composition is elegant, while the Rejoice uses a warm favorite color, and the composition of the font is jumpy and lively. Give people a feeling of popularity. Afterwards, China's Sassoon introduced the world-class high-end shampoo, which is obviously different from the above brands in terms of packaging: the color uses an unprecedented purple-brown color, the material has also undergone special treatment, there is a unique texture, and the composition is made of high-grade Cosmetic style. Once launched, Sassoon quickly started to become the most expensive brand on the shampoo market. In addition to Procter & Gamble's strong marketing power, the role of packaging has also contributed.

Attract customers to choose "look for her thousands of Baidu, suddenly look back, that person is in, dim lights." Good packaging can achieve this effect. After the customer enters the mall, he sees a distinctive package at a glance and impresses his own heart, so he can't help but step up and go shopping. This is certainly much better than the effect that the promoters have on the half-way interception of customers.

Of course, everything has two sides, too much emphasis on packaging and disregard the quality and performance of the product itself, and ultimately will give consumers the impression of “being golden and ugly, crushed”. To achieve long product sales, not just a flash, we must adhere to packaging and products.






Source: Chinese and foreign management