The hottest product packaging planning

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Product packaging planning (Part 1)

first, the role of product packaging

Product packaging has two meanings. First, it refers to the container and external binding of products, that is, packaging equipment; The second refers to the operation process of packaging products, that is, packaging methods. In practical work, the two are often difficult to separate, so they are collectively referred to as product packaging

product packaging is a necessary process to protect the integrity of product quantity and quality. As the packaging of products directly affects the value and sales of products, packaging is an indispensable and necessary condition for the transportation, storage and sales of products for the vast majority of products.

1. Protecting products is the main purpose and important function of packaging. The products must be transported and stored in the whole circulation process from the factory to the user. Even if they reach the user's hand, there are still storage problems from the beginning to the end of use. Products will encounter vibration, extrusion, collision, impact, wind, sun, rain and other damage during transportation; During storage, it will also be damaged and polluted by temperature, humidity, moths, rat bites, dust. Reasonable packaging can protect the product from the natural environment and external forces in the circulation process, so as to protect the use value of the product and prevent the product entity from damage, loss, deterioration and deformation

2. Improve the efficiency of product storage and transportation. Packaging plays a central role in small products. The packaging bag or packaging paper is clearly marked with relevant products, which is convenient for loading, unloading, handling and stacking, and is conducive to simplifying the handover procedures of products, so as to significantly improve the work efficiency. The matching of the volume, length, width, height and weight of the outer package with the standard weight and volume of the means of transport is of great significance for improving the utilization rate of the means of transport and saving power and freight

3. Easy to use. Proper packaging can also facilitate use and guide consumption. The instructions and precautions on the package have important guiding significance for consumers or users to use, maintain and preserve the product

4. Promote product sales. Product packaging also has the function of identification and promotion. After packaging, the product can be distinguished from similar competitive products. The exquisite packaging is not easy to be imitated, counterfeited and forged, which is conducive to maintaining the reputation of the enterprise. Packaging is a "silent salesman" when presenting products. Good packaging can often attract the attention of consumers or users, so as to stimulate their desire to buy, and become a major tool for product promotion and a powerful means of competition. Packaging can also receive the effect of advertising. Sometimes, the quality of the same kind of products may be equal, so packaging will often become the main consideration for consumers or users to choose products. Due to the improvement of packaging, an old product can bring a new impression to people. It can be seen that packaging can effectively help products to market and maintain or expand market share. The realization of product packaging is conducive to improving product quality, enriching product varieties, facilitating sales, and promoting automatic sales and self-service sales. 5. Promote the increase of enterprise income. Excellent and exquisite packaging can not only make good products complement good packaging and avoid the phenomenon of "first-class products, second-class packaging, third-class price", but also raise the value of products and make consumers or users willing to pay a higher price. So that enterprises can increase sales revenue. In addition, the inventory control of packaged products is also relatively simple and easy. The realization of product packaging can also reduce the loss rate of products and improve the labor efficiency of transportation, storage and sales. These can increase the profits of enterprises.

II. Classification of product packaging

Product packaging can be divided into the following categories according to different characteristics:

according to the role of packaging in circulation, it can be divided into transportation packaging and sales packaging. Transportation packaging, also known as industrial packaging, is a packaging with the main purpose of protecting products and improving transportation efficiency. Sales packaging, also known as commercial packaging, is a packaging with the main purpose of promoting product sales. In the process of circulation, the closer the product is to consumers, the more the packaging is required to promote sales. Therefore, the package is required to be beautiful in appearance, with necessary decoration, pictures, text descriptions, etc.

1. According to the structure of product packaging, it can be divided into pieces, inner packaging and outer packaging. Package (individual package) refers to the packaging made on each product; External packaging refers to the external packaging of packaged products, such as box packaging, bag packaging, barrel packaging, etc; Inner packaging is a packaging between outer packaging and piece packaging, which is used to prevent the invasion of moisture, moisture and sunlight, and to prevent the possible damage caused by the friction and collision of products with the same outer packaging. However, this division is not absolute, and sometimes parts and interior are mixed

2. According to the category of packaging equipment, it can be divided into paper and paper products packaging, plastic products packaging, wood packaging, metal packaging, glass packaging, ceramic packaging, straw packaging and cotton textile products packaging

3. According to the packaging technology or method, it can be divided into waterproof packaging, moisture-proof packaging, rust proof packaging, buffer packaging, and pre stretched test piece elongation a insect proof packaging, rat proof packaging, ventilation packaging, compression packaging, vacuum packaging and cold resistant packaging

4. According to the category of products, they can be divided into the packaging of metal products, chemical products, electromechanical equipment, accessories and electrical materials, or into the packaging of general products, dangerous products, long and overweight products and precision products

5. According to the place of sale, the products can be divided into export packaging and domestic packaging

III. packaging design

the design of product packaging should comply with the following principles:

1. The shape should be beautiful and generous, the pattern should be vivid and unconventional, and imitation and sameness should be avoided. Try to use new materials, new patterns and new shapes to attract attention.

2. The packaging should match the value or quality level of the commodity. The packaging of valuable commodities, artworks and cosmetics should highlight the elegance and artistry of commodities

3. The packaging should be able to show the characteristics or style of the goods. For commodities that show their characteristics or styles in shape and color, such as clothing, decorations, food, etc., transparent packaging or color pictures should be considered

4. The shape and structure of the package should consider the convenience of sales, use, storage and carrying. The easily opened packaging structure is convenient for the use of closed packaging goods; Spray packaging is suitable for liquid, powder and colloidal goods. The size of the package directly affects the convenience of the goods when they are used. On the premise of convenient use, the convenience of storage, display and carrying should also be considered

5. The words on the package should increase customers' sense of trust and guide consumption. The performance, usage and effect of products are often not visually displayed and need to be expressed in words. The design of words on the package should highlight the key points according to the psychology of customers. For example, the materials and eating methods should be stated on the food package; Pharmaceutical products should explain the ingredients, efficacy, dosage, taboos and whether there are side effects. Directly answer the purchase of Chinese scholars: Gao Wanzhen, Xiao Hanliang, Gao Chenghui, Zhang Yongzhen, Jin Xuesong, Zhu minhao, he Zhongyi and Nie Chunhua. 8 people attended the conference and reported the concerns of the research commentators, eliminating possible doubts. The written description must be consistent with the nature of the commodity, with reliable inspection data or proof of use effect. False and untrue text descriptions are equal to deceptive advertisements, which not only damage the interests of consumers, but also damage the reputation of enterprises

6. The colors and patterns of packaging and decoration should meet the psychological requirements of consumers and not conflict with national habits and religious beliefs. The meaning of the same color and pattern is different for different consumers. China strives to build an aluminum based new material industry base with important influence in the country. Chinese people like to celebrate festivals with red; The Japanese give each other white towels; Egyptians like green and avoid blue, which symbolizes evil; The French hate dark green (the color of fascist military uniforms) and prefer blue. In countries and regions that believe in Islam, pigs are forbidden to be used as decorative patterns; Europeans think elephants are stupid; The French regard peacocks as evil birds; The Swiss take the owl as the symbol of death; The image of tortoise represents ugliness in many regions, while in Japan it means longevity. Some colors, patterns or symbols have specific meanings in specific regions. For example, the red triangle in Czechoslovakia is the mark of drugs, and the green triangle in Turkey is a free sample. Consumers of different ages also have different preferences. The elderly like cool colors, steady and calm, while young people like warm colors, bright and lively

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