Eight "notes" for new product packaging

The packaging of new products is designed according to different consumer groups. When considering consumer preferences, choose different packaging materials for ease of use.

The eight items of new product packaging should be:

Note 1: Strategy first, packaged after

Before launching a new product, first develop a marketing strategy, refine the packaging design strategy, and ensure that the strategy is accurate and in place.

Note 2: Different from competitive brands, reflecting differentiation

Packaging is the most direct promotional tool. When displaying similar products on the terminal, only packages that differ from other products can attract consumers' attention.

Note 3: The packaging strategy should be comprehensive

The materials, the printing colors, the packaging of the main vision, the refinement of the product selling point, and the auxiliary sales language are all important.

Note four: heavy art design, more emphasis on marketing

Packaging should focus on brand positioning and serve marketing goals. Good packaging is based on repeated and accurate target consumer research. Designers often only pay attention to the artistic feeling of packaging design, but do not accurately grasp the brand's positioning and marketing objectives, design for the design, can not be correct interpretation and performance of brand positioning. For example, Marlboro cigarettes are positioned as men's cigarettes and link it with the most manly western cowboy image. Therefore, the package design is concise and crisp, red represents masculinity, and the strength and masculinity are even more evident under white background. By showing this position, Marlboro has established a free, wild and adventurous image that stands out among many cigarette brands.

Note five: packaging planning focus on consumer reputation

Pay attention to the consumer's response and vote for it.

Note 6: Consider the display effect in shopping malls and supermarkets

Including the product's visibility, and the brand's name should be staggered position of the shelf, do not be blocked and other factors.

Note 7: Packaging must be comprehensive

The design needs to be refined no matter the side, the back or the bottom. The details include the duplication of the brand logo, the name and color of the product.

Note eight: brand packaging to be gradual

Manufacturer's flagship product, change the packaging do not change too much at one time, it is best to take a gradual approach.
Scientific packaging is also conducive to the vivid display of terminals, can stand out in similar products, attract consumers' attention, and promote purchase behavior. Especially in supermarkets, products for holidays, food, and health products will have special displays such as stacking heads and outdoor clothes. This requires that these factors be taken into account in the packaging design of products before they are put on the market.

Li Yuping, General Manager of Shenzhen Puda Enterprise Consultant Co., Ltd., Marketing and PR Consultant for many domestic companies; Specialist and columnist for more than 20 well-known websites in China, and a contributing writer for many domestic journals; Contractor in China CME, Beijing Visiting professors of famous universities; lecturers from several consulting companies including Shenzhen, Shanghai and Beijing.

Li Yuping has served as marketing director, marketing director and sales deputy director of domestic large-scale private enterprises and listed companies, and has accumulated rich experience in brand planning, management, national marketing and management.

China Package Design Network