Product packaging strategies and promotional effects

In modern enterprise marketing, packaging must be considered as an important part of the product. It not only plays a significant role in promoting the sales of products, but also reflects the level of business management of the company to some extent. With the exception of a few products, most products need to be packaged. With the ever-changing packaging materials and packaging technology, packaging has become a specialized technology, forming a new discipline and industry.

According to the role of packaging, packaging should be protected, merchandise, display, convenience and other characteristics, the design of the packaging from the protection of goods and promote sales from two aspects to consider. Packaging is classified from a large aspect and can be divided into transport packaging (big packs, outer packs) and sales packs (small packs, inner packs). In order to meet the requirements for packaging of goods, attention should be paid to the research of packaging technology. Packaging technologies include: construction technology, shape design, size analysis, and materials.

In order to more effectively meet the needs of consumers and achieve good promotional results, a packaging strategy should be formulated. When products are just put into the market, the focus of packaging should be on communicating with consumers and highlighting the promotion of brand names. Once the product enters the growth stage, opening up the market becomes an important task, and a differentiated strategy will be introduced to suit different levels of consumption. When the product develops into a mature period, in order to maintain market share and achieve stable sales, it is necessary to focus on facilitating customer use. In the later period, efforts should be made to reduce costs, and packaging should be based on the protection of products so that products can remain competitive in the market.

The following packaging strategies are commonly used:

1, similar to the packaging.

The various products produced by the company adopt a uniform exterior packaging. Since the patterns are the same and the colors are similar, it is easy for customers to think of products that are produced by the same manufacturer. The use of this packaging strategy will help reduce packaging costs and expand the company's momentum, especially for promoting the rapid opening of new products, has a significant effect.

2, a variety of packaging.

It means that all kinds of related products are placed in the same container so that customers can meet the needs of multiple consumers in one purchase, or they can provide more convenience for customers. For example, home small tool boxes, home standing hygiene boxes, and “travel packages”, “gift packages”, and “matching packages” that combine many products belong to a variety of packages. Adopting this packaging strategy can play a role in promoting sales. Sometimes packing new products and old products together is beneficial to the promotion of new products.

In addition to considerations of practicality, various packaging strategies can also attract consumers from interesting designs. "Black Girl" children's transparent toothpaste, a box of four packaging, packaging design and vivid patterns. The four small toothpastes in the box are in four colors: yellow, green, red and orange. It has four unique aromas: banana flavor, pineapple aroma, strawberry flavor, and melon melon. At the same time, it is known as banana sister, pineapple brother, strawberry girl, and haha ​​boy. Products are very popular with children and young children.

3, then use the packaging.

It means that the package has other uses after the product is used. Such as the bottle of honey, honey can be used as a tea cup when used up; bottle can be used as a vase. Some have printed patterns of clothing and cutting instructions on the packaging paper of the fabric. This can, on the one hand, cause the consumer to purchase more and more, and at the same time, because the trademark is printed on the packaging, it can also play an advertising effect.

4, gift packaging. Refers to the packaging to add some gifts to the consumer's buying interest.

The overall development trend of packaging shows that compact, lightweight, easy-to-use, safe and hygienic and novel and exquisite packaging has a good promotional effect. However, it is not advisable to pay attention to overpacking. Imitation of packaging will lose its own characteristics. Counterfeit packaging is even more illegal and unethical. Packaging should also pay attention to corporate social responsibility, because any product needs packaging, it will cause a lot of packaging waste. Based on the requirements of environmental protection, packaging should also be reduced, reused and regenerated as much as possible.

Packaging promotional features

First, convey the function

Packaging design is the medium that conveys information and is the most direct advertisement for a product. Unique styling, new materials and exquisite printing can arouse consumers' visual pleasure. The graphic design vividly conveys the texture, shape, purpose, object of use, effects, etc. of the product realistically or in an appealing manner. Text design details the product's brand, quality, price, composition, storage method, manufacturing and effective time, as well as general technical indicators, post-processing methods. The color design more effectively rendered the characteristics and flavors of the goods, the overall compositional relationship, and ultimately conveyed a unique cultural atmosphere. It can be said that the visual communication design of the package is the best part of the whole package design, and it is the most commercial function.

The fundamental purpose of packaging design is to promote sales, convey information is the main function of packaging, an excellent packaging to accurately position, scientific and rational structure, novel composition, beautiful and moving image, eye-catching text, simple and bright colors, Being able to communicate product information quickly and without mistakes will definitely give rise to the consumer's desire to buy and purchase, and will stand the test of time. A good packaging design is like a fine handicraft, which can make people have emotional resonance, give people a beautiful enjoyment, and play an imperceptible role in propaganda and education.

Second, propaganda function

Packaging design not only makes consumers familiar with the product, but also enhances the memory and goodwill of the product brand. The packaging image quickly and directly reflects the company's brand can store the trust of the production of the product company, so that the package design becomes the market and all kinds of consumption. The most direct and effective tool for comprehensive penetration of factors and consumption links.

Third, beautification

In addition to considering general functions and specific functions, packaging design also needs to beautify and decorate. For example, cosmetic products are diverse and special, transparent, semi-transparent and various textures give a sense of beauty. The packaging design not only gives people a beautiful visual enjoyment, but also reflects a rich cultural atmosphere.

Fourth, the function of enlightenment

In the promotional functions of packaging, not only physical and economic factors, but also spiritual, persuasive and educational role. For example, children's products are often printed with some intellectual content, and they are inspired by wisdom in their use. In terms of food packaging, education on food hygiene is also common. From a broad perspective, the effects of decorative forms such as graphics, text, and colors can also play a subtle role in modern packaging design.

V. Advertising Features

Packaging advertising allows consumers to have a good impression on businesses and products, induce consumers to be tempted, cause purchase desires, and encourage consumers to take purchases. Successful packaging advertisements can increase consumers' preference for businesses and products, increase habitual purchases, and prevent short sales.

"Packaging advertising" is the advertisement that the product and the customer have viewed the most. It is more intimacy than other advertising media far from the product itself. It can penetrate into each consumer's family.

Six, promotional features

In the modern marketing process, commodity packaging is increasingly important for product promotion. In particular, the emergence of self-selected shopping malls where no one sells goods will directly affect the sales of the goods.