Packaging Design - Packaging is the best advertisement

Mentioned that the promotion of new cosmetics on the market, people immediately thought of P & G's Olay in the television on the beautiful propaganda, remembered on television every day mentioned the skin special, small nurses, good di and a series of brands. Thinking of making television commercials, television programs, and tens of thousands of product trials, I believe that only in this way can we effectively communicate with consumers.

A huge amount of advertising is an economical and efficient way to establish a corporate image, convey product information, and increase brand awareness. However, this method is only applicable to leading brands such as Olay, and has matured in market operations, and has just entered the market. For brands, it is not suitable:

First, huge investment in advertising has virtually increased the cost of new products entering the market. New products enter the market. For every business owner in a fiercely competitive market environment, half is happy and the other half is panic: product concepts. Whether it applies to the market, whether the quality passes, and whether the marketing organization is perfect has not been tested by the market. Product development, packaging materials, marketing, and market development all require huge financial support. Business owners must also reduce costs and profits to obtain price competitive advantage. At this time, huge amounts of advertising fees are rushed into the market. Obviously, the risk is greater than the opportunity.

Second, the entry of small and medium-sized brands needs direct information to consumers, but the composition of the media is more complex now, and the space for communication is not simple. We live in an era of “trying to buy information-informed buying decisions.” The flow of information and the proliferation of content have forced consumers to force their way out of the buzz of information around them. Consumers dwell on this piece of information and integrate the acquired debris remnants into some knowledge and act accordingly. What they know is just enough to deal with the use. For them, what they know is the fact. Consumers' tactics of handling information make the information of the manufacturer's products or services must be confirmed once again at the final point of purchase and sales collision, making the terminal sales promotion information become the final blow to gather information memory and trigger purchase desire.

Third, changes in retail terminals, open stores, so that consumers often ignore brand loyalty.
In the past, sales of cosmetics were concentrated in large department store counters and specialty stores. When convenience stores and supermarkets of chain stores developed vigorously in response to changes in the structure of residents, large-scale warehouse supermarkets took advantage of their advantages of low prices and high volumes. The presence of foreign large retail establishments has prompted cosmetics to move from counters to shelves, and from the concentration of counters to the opening of choice. This means that for consumers, the freedom of choice is even greater, and consumers are more vulnerable to the layout of the terminal and the temptation of the product. .

Fourth, the pursuit of personality of the family, brand conversion has become the basic purchasing behavior of cosmetics consumers into the new century, the third generation of consumer groups have become the main force of consumption, their economic standards so that they can afford to more freely convert some brands (not appropriate You can throw away the non-useful consumer behavior. He or she also pays more attention to personality and unique feelings. The feeling of brand difference is declining. They are unwilling to share the brand's preaching, and they care more about whether or not they have personality. The taste, it is not an alternative. Their consumer group is the challenger of the old brand and the birth of the new brand. Small investment and big output are the goals we seek in communication. Domestic cosmetics manufacturers seem to be superstitious about the big media. Television, magazines, outdoor and newspapers are filled with large and small cosmetic advertisements every day. Statistics show that for the second year of 2000, cosmetics ranked third, and the momentum of the first place was gradually revealed in 2001. Is this a misunderstanding? Cosmetics, especially new listings of SMEs, are there any other way out? In July 2001, when we launched the new brand of the domestic cosmetics company of the Great Daily Chemical Group, we summarized a new road of dissemination. Here, we provide readers to discuss the promotion of the marketing of small and medium-sized cosmetics brands. R is a new brand launched by the group's newly established cosmetics company. The full line of products include Apple Vita and Peppermint two series of twelve products. Because it is a new brand launched by newly-established companies in the group, it lacks strong support in terms of funds, channels, and popularity. In the strategy of listing, it stresses “small investment, large output” and not only needs brand awareness. , but also have sales. Therefore, in the way of dissemination, we excluded the mass media: television, newspapers, magazines, and the outdoors, and focused on finding ways to save money, communicate directly with consumers, and directly promote sales. buy. Based on the in-depth study of the Chinese cosmetics market and the keen observation of the changes in retail formats, we have chosen a terminal that can communicate with consumers intimately and communicate directly and in depth.

From the perspective of transmission

Terminal refers to the place where the product is sold. It is the last and most important link in the process of product circulation. The cosmetics terminal mainly includes cosmetics specialty stores, shopping malls (counter counters), and supermarkets (large shopping malls).

According to statistics, 70% of customers who purchase products from the terminal account for the brand, and 30% of the customers do not have a clear purpose for purchase. This part of the consumer mainly rely on product packaging, POP and other terminal promotional materials to stimulate purchases and salesperson shopping guide to achieve the purchase; When a designated brand buys a consumer's highly recommended by a salesperson, about 25% of people will change their original intent to purchase a recommended brand. This is a fairly high percentage, so terminal work is a top priority in the company's basic work.

The terminal is not only the final link of the product sales chain, the link connecting the product and the consumer, but also the terminal is the most effective transmission route in the product sales process. Good packaging and display can arouse the attention and interest of consumers and users, thereby stimulating their purchasing desires; terminal promotional items: posters, POPs, and licensing cards can effectively inform consumers about brand information and in-store promotions. Terminal sales staff's promotion and recommendation of products are more inflammatory and can guide consumers' purchase behavior. With the use of terminals, we can build and establish corporate image and product personality directly in front of consumers, and serve the purpose of marketing one by one.

Packaging is the best advertisement

People no longer think of packaging design as a purely functional term. Especially for cosmetics, packaging has become a sales tool and a tangible expression of brand value. In the field of cosmetics consumption, some consumers are highly loyal customers. It is very difficult for new brands to impress him or her. R does not attempt to appeal to this group of people. It focuses on the customers of the brand's free layer. In this layer, R locks its main target consumer group: female consumers aged 18-25, with certain cultural qualities but not very high income. The survey shows that this group rarely pays attention to high-priced cosmetics, does not blindly follow the famous brand, and is very concerned about the packaging, price and efficacy of cosmetics. When R enters the market, product information is very important. From the analysis of the current market conditions, it has identified two unique product concepts: Apple Vita and cool mint. In the promotion, we have determined the “list of products to promote brand image” marketing strategy: the effectiveness of the R Apple and mint series products as the main information dissemination, at the same time proactively spread the brand value through design, and promote the establishment of R brand image. The communication strategy is first embodied in the packaging. We must demonstrate R's product features on the packaging, and at the same time establish a discerning packaging that fits the brand's positioning and caters to the target consumer's mentality.

First, packaging design, conveying product function identification and brand visual identification When determining the brand trend, it also determines the use of "functional brand" promotion routes, this point reflected in the packaging, it becomes necessary to highlight the functional appeal point, and even decide The packaging performance strategy. Apple Vita, extracted from apples, symbolizes youth, fashion, vitality, and movement; mint, cool, anti-inflammatory, can go to oil, but how do you express it?

Products are in large circulation, so the terminal is identified as the primary purpose. The vast majority of packaging on the market today is based on color blocks as the main form of identification. Take the example of Bi-Rou Facial Cleansing Lotion. It distinguishes it from other brands by bright colors such as pink, dark blue, and pink.

Imagine, we also use color blocks to express, then it is bound to obliterate the product information, so we turn to the image as the identification medium. When the treated red apple pattern was placed on the outer packaging of the product, a surprise came in front of us: a white bottle against a brightly dripping red apple. Youth and fashion were on the way. This graphic treatment not only skillfully conveys the information of Apple's Vital function, but also is more distinctive than other brands with color blocks as the main expression. It strengthens the unique temperament of the brand, makes people unforgettable, and makes it easier to recognize at the terminal. .

How the mint series expresses the effectiveness of anti-acne and oil removal really made us spend a lot of time. At the beginning, we used mint leaves in order to be consistent with Apple Vita to achieve brand recognition. However, such treatment will sacrifice the strong identity of the terminal, which is what we do not want. Why can't I compare "before and after use"? How can such a purely functional representation be accomplished through design? When we put three gradient faces together, the answer came out, acne and greasy from less and more, the efficacy of the product through the packaging to speak. Packaging also has a strong recognition effect because it is very distinctive.

Second, packaging, should pay attention to the advantages of display on the point of sale and on the shelves

Packaging is the most direct communication between products and consumers. Therefore, design must take into account the location of the product and the way it is displayed. R, a popular product, considers the use of large-scale circulation facilities, such as supermarkets. The display of this type of terminal is based on open shelves. The best position of the shelf is generally the place where the eye gazes, and the second best position is the waist level, which is equivalent to 74% of the first best position. The third best position is the knee or waist, which is equivalent to the first 57% of good locations. However, we cannot predict the location of products when R products do not go to market and have no brand awareness, but we can create the best display locations through design.

Packaging allows products to be separated from other products without POP advertising support. The market targeted by R products is the secondary market. Its terminals are mainly stores, small supermarkets, and shopping malls. The space environment is relatively loose, allowing manufacturers to display POPs with human body licensing, posters, and hanging banners. However, in the first-tier cities, terminals are dominated by large supermarkets and hypermarkets. There is no room for POP promotion. Manufacturers can only attract consumers through ingenious packaging designs. Therefore, in the terminal of the primary market, the external packaging has already carried the task of distinguishing similar products and brands in the stores and attracting eyeballs. Good packaging can make products unique, attract consumers' attention, and achieve impulse buying.

To create the best location - to create the display of the momentum through smart design, in the store, we have a profound understanding of the power of product display. Therefore, we have changed the combination of patterns, fonts, and colors in packaging to design a very aggressive packaging. Apple Vita cleanser and dew packaging, no matter where they are placed, from any angle, people can see a row of bright red apples, eye-catching anomalies, people curious to go for a quick look; and in the cream design, Taking into account the display and the other two types of product segmentation, in the front did not use the entire apple shape, but half an apple, but in the side of the design, but the other half will make up for it, when placed, the front and side Together, it is an eye-catching, red apple that shows a warm, youthful, lively character. It has a deep imprint in the minds of consumers and is used as a pile, which is more effective.