Modern packaging design promotion function

Packaging is often more important than the product contained inside. Whether a company can succeed in sales depends not only on the product but also on the packaging. This explains why Mr. Phillips Miles, a vice president of a New York company, is willing to design a new packaging for Marlboro cigarettes and invest 100,000 pounds.

The safe transportation of goods from the manufacturer to the dealers depends on the role of the packaging - they can hold and protect these goods for a long time. Since mankind has mastered the method of transporting goods from afar to the consumer's hands, it is still as intact as ever, no matter where you live or what you do, your life will be improved. In addition, what is more important is that modern packaging also has a new function, that is, it must sell the built-in products. The four factors that have a decisive role for sales are: self-selected sales, product similarities, advertising, and market research. Each of these factors will make packaging design a new force in sales.

First, packaging must be persuasive

Selling costs are expensive, and many retailers find that they must switch to self-selected sales methods without delay. Today's self-selected stores not only operate food, but also operate hardware, clothing, cosmetics, cultural utensils, and all-inclusive consumer products. The salesperson’s gradual reduction and promotion of goods to customers has been largely replaced by packaging. Packaging becomes a sales tool for manufacturers and consumers to connect with each other. After commodities have been researched, promoted, promoted and transported, they are put on sale shelves, and finally. To move goods from the shelf to the consumer's purchase blues depends on the ability to pack.

Second, product similarity

The increase in the number of producers of goods has led to more similar products, and customers have to choose among many similar products. It is a difficult matter to decide the trade-offs in front of a wide range of soaps, foods, cigarettes and cosmetics. Therefore, when the two competing commodities are identical, the packaging must be able to distinguish from the other party's products due to the existence of slight differences. At the same time, packaging is often a different kind of tool used to create differences.

Third, the price is not universal

"The reasonable price is the only key to open the customer's wallet." So it seems that the packaging design will become less necessary. However, as we know, in a drug store, you can buy frozen creams with very little money. Why do people who are willing to pay a lot more than this to buy a bottle of a beautiful package with the same cosmetics? The secret is that packaging can turn boring cosmetics into "magic bullets." In fact, people buy not only frozen cream, but confidence, heroism, youth and beauty. The packaging design can make the goods full of youthfulness, youthfulness, robustness, elegance, fullness, cleanliness, and strength. You can make your products come alive through packaging. Design can enable you to meet the customer's psychological needs and thus promote sales.

Mr. Thomas Russell once said: "Sales is the psychological operation of the customer's purchase." Reasonable prices are only part of the operation. Packaging, on the other hand, can give a sense of quality that the product itself does not have.

Fourth, advertising

With the advent of new products, to make it a household name, it must spend huge sums of money for advertising. When a certain commodity is to be promoted, a chain strap must be formed between the factory and the public. The packaging is the last link of the chain. Therefore, in order to achieve the best results, the focus of advertising must be on this last link, so that people can recognize your merchandise on the shelf at a glance. Make the package recognizable. The packaging design should reuse the language used in the advertisement. Make correspondence with advertisements and promote your merchandise.

V. Sales and Research

At present, the technology for selling goods is much higher than the technology for producing goods. This is something that people have to admit, of course, the goods are of the first nature, otherwise, the marketing work becomes nothing. Similarly, if no one knows what produces the best merchandise in the world, then that will not help.

The entire history of sales is the history of packaging so that goods can be delivered to newer consumers in new forms. Packaging as a sales tool, the role of:

(1) Circulation of goods to the world;

(2) to ensure the quality of the goods (wherever they are sold);

(3) Improve the situation when the goods are sold to consumers;

(4) improve the product itself;

(5) Increase the overall attractiveness of goods to consumers;

(6) to distinguish one's own product from competitors' products;

(7) Reduce the cost of goods in production, circulation, storage and retailing.

For any salesperson, these factors are the most important: When it comes to "meeting consumer needs," the following questions must be asked: "What consumers?" "What needs to be met?" because Different people have different needs. For example, in the sales of international markets, we cannot make a change in a product according to different international markets. However, sometimes we can make a product attractive by packaging (rather than by changing the language). To meet the different needs of people in different countries.

Now people can notice that power is being transferred from the production manager to the sales manager. There has been great market research, and investigation and research can prevent risks and help the company focus on market areas that can bring maximum profits. Understand the general consumer trends.

People can no longer be conservative, because things always change dramatically. Research and research can help people understand the changes that have occurred and find ways to increase sales through excellent packaging design. As long as we understand the mysteries of different consumers buying different packaged goods, we can meet people's needs according to the results of the research.

Obviously, the packaging designed on the basis of market research and full knowledge of related information can effectively promote sales of goods.

The packaging should have an absolute dominant trademark or identification number, or use some means to combine various forms of advertising with the packaging itself, have the ability to tell and convince people of the description of the goods, but also have the psychological attraction, so that Packaging trusts people to promote sales.

Fan Tianhua/Wen School of Humanities and Arts, Shanghai Second Polytechnic University

Shanghai Packaging