Effective change of packaging strategy old identity new image

For many companies, when planning to change the old packaging of a product, many factors will be considered, such as a brand new packaging design from the product's name to the structural design. But one of the problems with this is that invisible, you discarded the recognition of the brand value of the product in the minds of consumers. The correct approach should be to retain the overall image of the package, but on the basis of the old brand, to improve and improve the details.

First, determine the product's image value. We all know that consumers will not understand product packaging, but only approve packaging. Therefore, if you want to change the product packaging, most companies will regroup existing colors, logo shapes, and structural designs, and companies will think that even if these changes are made, consumers can easily find the goods on the shelves. Only this point, this idea is completely correct.

Second, packaging design should be forward-looking. For a new product package, after the marketing staff completes the survey outline and the designer completes the initial artwork, the consumer appeal of the package has been basically determined, so it must be in the next year or longer. Can have a good shelf display effect, can continue to maintain its appeal to consumers. Therefore, it is very important for the company or the design team that before the submission of the design proposal, not only will the new packaging design be out of date, but also the new packaging must have a certain continuity, that is, it can be passed. A series or type of product is launched continuously and intermittently, so that it can continuously adapt to the changing trends of the market.

Third, give the design company enough trust. Once the company decides to let the design company do the work, it must have enough confidence in the design company. It is believed that they can balance and consider the influencing factors in various aspects. The new packaging design is an extension of the old design and can creatively solve different problems. For example, Blue Marlin's product has established its image value before redesign, and the "Cadbury" logo will continue to exist as a reserved element. The new packaging design recombines various elements and enlarges and extends the basic elements of the “Cadbury” logo so that the packaging pattern is more coordinated, layered and dynamic. Consumers can easily find different flavors on the shelves. The "Cadbury" brand product. After the new packaging was introduced to the market, sales of this branded product increased by 36% in the same year.

Reprinted from: Guangdong Packaging