The hottest packaging power comes from respect for

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Packaging power comes from respect for consumers

why should we package? This is the most basic problem. From the original function of paying attention to its transportation, storage and use in order to maintain the value and original state of goods, to beautifying goods and attracting purchases, we give them the expression of words, symbols, patterns, signs and colors. Then, after designing so many brands, what do we ignore? We ignore the real needs and wishes of consumers

■ high cost packaging line is not far away

What do consumers really need? Undoubtedly, the most essential is low price and good quality. And we often time the loading time for product development and design, the higher the cost of packaging materials, which can be described as gold, silver, copper, iron, tin, mahogany, ebony, nanmu, have been put on the stage. There is no doubt that our packaging is really beautiful and eye-catching, but the price of packaging materials is ridiculously high. Reflecting on the packaging design of Baijiu for many years, it is not the will of consumers, but what we sell to them and what we instill into them. Imagine that the price difference of a wine with a terminal price of 20 yuan is getting smaller and smaller, and the cost of packaging materials accounts for as much as 10 yuan. After counting its channel profit, storage and transportation, and advertising support, isn't the cost of wine only a few cents? It is far from the orthodox way

why does this phenomenon occur? The need for market competition is a statement, but not a convincing reason. Any abnormal form of large equipment, whether material form or image tensile testing machine, is bound to go a long way. Will there be a day when the state rectifies the moon cake packaging market and the wine packaging market? We should all be alert

■ it's best to be simple and clever

then, how will the packaging be done? I think we should take its beauty and work its cleverness. The first thing in design is to control the cost. White cards can also make good design, gold and silver cards can also be infinite, and glass bottles can be made without white, but add interest. Chinese culture is broad and profound, which can't be matched in a poor life. The wonderful understanding of the history subset can't be spread to wine brands. Starting with the essence of the country's culture, it should be a beauty for designers, enterprises and industries. Of course, the product names such as "princes and generals" are not easy to do. This is an alternative culture, and I am very unhappy with such products

as designers, we have no choice but to do some luxury packaging. In fact, luxury packaging, with good design and high-end materials, will be very brilliant. I often joke with my colleagues that the design price of a single white card box should be higher than that of a large gift box, because a single box is really on the mind, but few people understand it

emphasizing the concept of brand building is a real service for the wine industry. With the packaging under control, the wine quality will be better, so that consumers can really get some benefits and make the brand more competitive

■ with the support of brand power

cost control, its product packaging is naturally less expensive than some products. So some people worry that such packaging and display sales competitiveness is not strong. In fact, this is a brand building problem. Is packaging above the brand, or does the brand lead the packaging trend? Of course, the latter, there is no basic design of wine packaging, there is no vitality, "the skin does not exist, the hair will not attach"

now, most Baijiu has changed the narrow sense of brand development into packaging development, making a so-called image product, and then medium and low-grade, and so on. In fact, no matter how beautiful the package is, it will not last forever. The memory of any century old brand is a simple image, which must not be just a package. The image is constructed under the guidance of a unified brand cultural connotation, which needs to be constantly deepened and sublimated, which requires designers to maintain. It requires that the state should introduce relevant policies and measures as soon as possible to improve and speed up the recycling of generations of designers. The packaging of goods with brand value can control the cost. In this regard, "Jinliufu" really does a good job

Xu Yexin food - issue 11, 2006

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