In today's era, as the world economy has become more integrated, global brand competition has become fierce. How to carry out strong brand publicity and how to impress consumers is a matter that all manufacturers are paying close attention to. Advertising is undoubtedly the most powerful weapon for brand development. However, one unavoidable fact is that people are increasingly loyal to advertisements today when information is highly intensive. An internationally renowned survey agency found that more than 80% of consumers have begun to gradually ignore advertising, and less than 30% of people continue to accept and trust ads. How to get out of the "bottleneck" of brand marketing is undoubtedly a difficult problem for all brand builders. Here, I would like to talk about brand building from the perspective of packaging.
According to relevant information, consumersâ€™ purchasing decisions are more affected by the terminal. According to consumer behavior research data, 50%-60% of customers are influenced by the package to generate purchase interest and form purchase behavior. Packaging is the brand's face, and strengthening brand building begins with packaging. Brand packaging is known as the "silent salesman," and in an ordinary supermarket that operates 15,000 product items, the average consumer browses about 300 products per minute, which means that the brand package is equivalent to 5 seconds. advertisment. According to the famous Dupont Law: 63% of consumers make purchase decisions based on packaging and decoration. The effect of brand packaging certainly exceeds the effectiveness of general advertising. However, unfortunately, this silent advertising has not been taken seriously by Chinese companies.
Outstanding packaging is a â€œrocket boosterâ€ for brand building. To strengthen brand building begins with brand packaging. Outstanding brand packaging includes the following aspects:
First, the appearance of unique style. Coca-Cola's exquisite glass bottles are very unique. The overall shape of the bottle is like a skirt. The lines are soft and smooth. The grip is not easy to slide off, and the middle part makes people think that the drink in the bottle seems to be more. Although this patented design cost US$6 million, the economic benefits and brand benefits it creates for Coca-Cola are incalculable. This is the power of packaging. Our country also has a good packaging, such as flat suction packaging for wife's oral liquid, drop-shaped plastic bottle for pure water, etc., all of which combine practicality with aesthetics. Packaging reflects both the characteristics of the product and strengthens the product to customers. Appeal. Unique packaging often makes consumers put it down. A good packaging is a practical artwork. Like many bottles and moon cakes, it is a unique model.
Second, choose a good color. Color plays a very important role in packaging. Choosing good colors can stimulate consumption and guide consumption, enhance consumers' memory of brands, and can also enhance consumers' association with brands and distinguish them from competing brands. The author believes that good color design should include the following key points:
(1) Packaging colors should have good identification in competitive products. Coca-Cola uses red as the main color, and Pepsi uses blue as the distinguishing color. Brand colors have good distinctions. It is not difficult to understand that international strong brands do not make any difference in color.
(B), packaging colors to meet the preferences of the main consumer goods. Consumers of different strata have different preferences, reflected in the taste of color. People who are older generally prefer simple colors. They are introverted. For example, gray is the favorite of the middle class. Young people like bright and vivid colors. The unrestrained, free and easy, and novelty are the pursuit of young people. The packaging color can only be developed if it is recognized and loved by the theme consumer group.
(3) Packing colors should have good site, lighting and environmental adaptability. Different colors are suitable for different environments and lighting. This requires that the packaging color has good adaptability. At this point, the general requirements for color selection are light and clear.
(D), packaging color should be a symbol of the content of goods, has a very good visibility, and played a good role in the text set off. For example, soap is packaged in yellow and canned food is generally in green. This is basically the practice in the world. Our packaging must enable the customer to know the content of the product at a glance, has a very good visual effect, and reflects the brand's publicity.
(E) Packaging colors should reflect the effect of individual packaging and the overall stacking effect. Like some packaging, the whole piled up together, is a big poster, people feel unique and impressive. Like Taiwan's "Spring Breeze Paper" is one of the best, its packaging uses the bird and bird map to reflect the cultural heritage, and the five packages can be put together to form a large picture of flowers and birds. However, such classic packaged artworks do not appear much, and there is still much room for excavation.
Third, sudden product uniqueness. In todayâ€™s fierce competition in the brand, often in the same industry
Congested in many large and small brands, and homogenization of goods is serious. In such a hostile environment, it is an important task for brand building to strengthen the uniqueness of products, highlight product selling points, and display exciting â€œproduct interest pointsâ€ to target customers. To make their products seize the eyes of customers in thousands of competing brands, to impress customers' desire to buy, it has become one of the most important tasks of brand packaging. For example, â€œHuiyuanâ€ emphasizes â€œpure fruit juice drinksâ€, â€œfarmer orchardsâ€ emphasizes â€œmixed juice drinksâ€, â€œcocoâ€ emphasizes â€œnatural, non-blendingâ€ and so on. These are all emphasizing the uniqueness of branded products to win the favor of customers. . Of course, the uniqueness of emergent products must be based on strengthening the product's unique production capabilities. Only strong product forces can avoid price wars or disguised price wars for cruel homogenous products, and open up another world for business development.
Fourth, strong shelf performance. At present, the self-selected business model with the supermarket business as the mainstay has been greatly developed. It is an indispensable content that the excellent brand packaging performs a powerful attraction in the new shelf-type sales model. What kind of packaging has strong shelf performance? The author thinks it should include the following aspects:
(a) The brand and label on the packaging are obvious. The first thing that should be conveyed in the packaging is the brand and the mark. It should be simple, eye-catching and easy to identify. Many brands in China are prominent in the category of goods, rather than brands, which is the biggest misunderstanding of brand communication. There are also suspicions of posing as famous brands, and it is difficult to distinguish many similar products. Only by clearly labeling one's own brand can we achieve brand development from weak to strong, from regional brands to global brands, and there is hope for brand building.
(b) The color and overall appearance of the packaging are clearly distinguishable from competing brands. No matter what type of text Coca-Cola uses, it is a white background with red background, and there is a wavy streamer in the middle, the perfect coordination of color patterns, and a clear distinction with the competitive brand. Coca-Cola also uses a unique curved bottle to highlight the brand's uniqueness and its unique appearance.
(C) Packaging should have a strong visual impact and be able to attract attention and form a deep impression. A survey from a psychologist revealed that people's memory of brands was 83% with visual aids, 11% with hearing aids, and 3% with touch. The visual effect of brand packaging is evident in the role of brand promotion. The strong visual effects of packaging come from simple and clear brand logos, distinctive packaging shapes, distinctive color processing, and packaging materials that reflect the characteristics of the product.
(d) Individual packaging is integrated into the overall display, reflecting the atmosphere conveyed by the advertisement. Coca-Cola's best location in supermarkets is a good view. Coca-Cola, Sprite, and Fanta are kept vertically, while Coca-Cola, which sells the most, ranks the most. The combination of various colors is very good, and guarantees service to sales and is convenient for replenishment. This is the best realm of display. The Procter & Gamble Company attaches great importance to the paradigm of product display. Every time a new package is introduced, Procter & Gamble always makes a sample of electricity, makes a large sample of the original product, sets up simulated shelves, places the product on the shelf gold line, and looks for target consumers. To test, in response to its response, make adjustments and then push it into actual sales. The â€œSpring Breeze Paperâ€ in Taiwan of China is the height of the art of packaging design. Its original â€œFour Continuousâ€ painting concept puts the bird and flower diagram on the product packaging for the first time. The overall 5 boxes of packaging are a flower and bird. The map can also be independently mapped after unpacking. Each package is a piece of art. Putting it all together is a big "Chinese painting." This not only makes people stand out, but also complements them with advertisements. It is evocative of five things. The quality, value and value of the packaging texture, shape, and color display are equal. Many consumers often use packaging materials to determine the value of a product. For example, the same product, put it in glass bottles, cans and paper bags, the sense of value is different. In addition, the size, color, and shape of the packaging can also reflect different values. People of different levels will have different opinions. A good package is to develop a convenient, value-sensitive package that reflects the product's connotation in a comprehensive manner.
Sixth, the overall grade of packaging should reflect the content of the product and be consistent with the advertisement. The grades conveyed by the product packaging must be consistent with the needs of the target consumer. This is a very important content. Because consumers buy not only the product itself, but also humanity such as identity and pursuing. The "western cowboy" image, like Marlboro cigarettes, has given the modern world of fast-paced and stressful people a "marvellous world" and deeply moved the hearts of busy modern people. However, there are countless examples of failures. For example, a large-scale beer manufacturer in Singapore has entered the Hong Kong market. The bombing of commercials with the theme of construction workers pursuing large drinks has reflected coldness. Because its products appear to be high-end beers on the packaging, the information given to them on commercials is like low-end products. Moreover, Hong Kong people mostly use white-collar workers in office buildings, and construction workers are the subject of advertisements. And Coca-Cola's popularity in the world is inextricably linked with its globally consistent advertising and branding.
From the development and changes of many brands in the world, we can easily see that the importance of brand packaging for brand building, in today's self-selected sales model, the power of brand packaging is even more powerful. Combining the characteristics of products, carefully studying the competition, and developing excellent brand packaging are the key to brand building. Packaging is the brand's face, the development of Chinese companies, remember to polish the brand's face and create the brand's brilliant prospects.
Reprinted from: Zhixing Manager's Home