There is no quantitative explanation for how important product packaging is. It is impossible to tell you that it is as important as one hundred dollars. Then let’s talk about the role of outer packaging in the entire product circulation process.
- Identification
This is easy to understand. The packaging form of a product, the content of the screen, and even the selection of fonts and colors need to be based on. Last year, I had a customer who makes collagen and found me to do product packaging. The owner of this company is a second-generation company, and his family is the richest man in a certain city. It’s a pity that he has a good product.
For such young bosses who are new to the industry, it is very interesting to work with them. They are open-minded and dare to accept new things, but the disadvantage is that they want to break through and innovate too much. I have a habit of doing business. I don’t like to hurry up and start work. I have to chat first, let’s talk about it, look at the way of doing things, values, permissions you give me, your own awareness of the industry, etc. Many of my colleagues complain that customers don’t understand. I also like to give pointers, that’s right, because you didn’t let customers understand your abilities and your way of doing things at all.
The advantage of such young customers is innovation, but the disadvantage is innovation for the sake of innovation. So in the initial conversation, I repeatedly instilled a point of view to the other party. We must be innovative and know what our purpose is. For example, for collagen packaging cans, you forcefully innovate, and as a result, consumers have the first impression that they don’t even know what kind of product you are, which leads to low acceptance.
Look at the lactic acid bacteria drinks on the supermarket shelves. Does the packaging look the same? This is the reason. The packaging of the product, first of all, needs to let the audience know what you are. Don’t be clearly noodles, but the packaging is too innovative, making people mistakenly think it’s milk powder. Such an innovation is a failure.
- Experience
Let me give you an example of one of my clients last year. Do the fine processing of food. Simply put, it is to make all kinds of noodles. Product pricing across the board is slightly higher than the market average. Such products must be made by customers, and there is a reason for them to be expensive. Regardless of the product itself, as far as the packaging is concerned, it is necessary to fully consider that the consumer takes it, buys it home, puts it in the locker or refrigerator, then prepares it for consumption, and finally consumes it. The second storage after the end. In every link, my team and I are constantly doing behavioral tests. This process is very cumbersome. So I charge a lot. Why, that’s why. It’s not about the design style color fonts as soon as they come up. Such an approach is not standard.
Have you seen the above mental activities that I designed for the noodle packaging? Every link must consider the consumer’s experience. Inside the large package is an independent small package, tear one bag at a time. If you can’t finish it, it’s sealed in many ways, and it doesn’t take up space in the refrigerator. Well, these specific details will not be elaborated anymore. Think about the problem from the perspective of consumers, and truly satisfy and cater to them.
- Logistics
Believe these two words, everyone knows what I want to say. Tell us about the potato chips we often complain about. Do you really think it is the black conscience of the manufacturer? That is to ensure the integrity of the product in logistics. There are also product weights and stacking methods. These are the attentions encountered in the packaging design process.
- Spread
Product packaging should exist as a part of the product. In addition to the basic experience function, it also needs to bear the responsibility of brand communication. For example, when we were young, many elders kept the glass bottles of coffee for drinking, and we collected exquisite candy wrappers by ourselves. These are all invisibly spreading the brand image of the other party. From the most basic communication, you have to help consumers find a reason why they are willing to help you spread. Do you remember that the outer packaging of some products can be used as a collection box? These are all added value in addition to the basic functional attributes of packaging.
Well, no more examples, I hope it will be useful to you.
