Talking about the packaging design of product "selling point"

In a dazzling array of products, how can a newly-listed product attract consumers within three seconds and cause their desire for purchase and goodwill, and the demand for selling points in packaging design has become a priority for products entering the market smoothly. The weight.

The so-called "selling point" is literally understood to consist of two parts, one is "what is the product to sell" and the other is "what are the characteristics of the product?" In other words, a packaging design must at least enable consumers to quickly know what is on the shelf, and in the shortest possible time tell consumers that this product can bring different characteristics from other similar products. For designers, that is how to find the direction of the design and do the design problem.

A famous fruit manufacturer in Shanghai earlier found us and demanded the development of packaging design for a newly developed cereal product. This is a typical design practice for product packaging to find “selling points”.

It is the first time that the customer is a famous preserved fruit manufacturer in Shanghai and its specialty is preserved fruit snack food. The customer showed us on the spot a kind of sugar-free green food made from imported oats rich in vegetables and fruits on the market. It was temporarily named "XX brand multi-dimensional cereals." After the two parties communicated for the first time, our team members entered the factory. Site visits, tacit understanding of each other convinced that the product has a good market development space.

Into the design communication period, after a simple market survey, provided two sets of four communication programs within a week, highlighting the different directions of the product.

First, two communication plans were designed based on highlighting the manufacturer's brand; secondly, two other communication plans were designed to highlight the product name. At the communication meeting, after a heated discussion, finally taking into account manufacturers have a certain reputation in the small food industry, and the reason why the development of cereal products, due to the unique cereal market space and existing sales channels, it eventually passed unanimously to highlight The design idea of ​​the product title was the main idea. At the communication meeting, when the two parties looked for product features, they achieved a great result because of the unique raw materials of the product. They changed the product name from “multidimensional cereal” to “fruit multidimensional cereal. "To highlight the special features of its products.

The design has a scientific direction and the product has a clear selling point. The design team is eager to enter the market and conducts in-depth investigations. It analyzes and researches the similar products purchased by customers and on the market. The design schemes of red and blue colors are introduced. . In the process of further communication, taking into account the current cereal products, the red series of products is less, the counter effect is better than the blue series, and ultimately established products mainly in the red series.

What is the product selling point; how does the color system; how to display pictures; how to arrange the text and so on has a rational market basis and scientific analysis, the design team has entered a stage of in-depth refinement. In a group discussion, raw materials such as “carrots, cabbages, and other ingredients” on the customer’s product ingredient list came into view. A new product name flashed through the mind: “Multi-dimensional cereals and fruits for fruits and vegetables”. Once raised, everyone got excited. , Informed customers overnight, the two sides communicated by telephone, agreed that "fruit and vegetable multi-dimensional cereals" is better than the name "fruit multi-dimensional cereals", product packaging design suddenly sees, selling points, illustrations, one by one to find, and product packaging will eventually be a large area transparent Visually designed to visually display product content, enabling consumers to achieve the purpose of a clear view of new products, and scientifically ended the design of a single new product packaging.

From the establishment of product performance is the focus of the brand or the name; from the product name "multi-dimensional cereal", "fruit multi-dimensional cereals" to "fruit and vegetable multi-dimensional cereals," the evolution of the establishment of color; product display, a different from other similar products packaging The design is presented to the eyes of consumers, and there are many stories in it. The final product also lays a foundation for the future series of products.

What is gratifying is that this product is much better than the market expectation of the customer after the product is listed. To hear such news apart from being happy for the customer, he also feels that everything seems to be expected.