As China's material life is getting richer, people's purchasing power is constantly increasing, and the WTO's international trade is increasing, the difference between similar products is decreasing, and the homogeneity of the use value between brands is increasing. So for consumers: what Such products can attract their attention, what kind of products can make them choose to buy, this puts forward higher requirements for the packaging design of similar products, only to work hard on the creative positioning strategy of packaging design, so that you can make yourself Products are "white and rosy, different from others".
The creative positioning strategy occupies an extremely important position in the entire operation process of packaging design. The creative component of packaging design is mainly reflected in the design strategic creativity. The so-called creative, its most basic meaning refers to creative ideas, a good idea, something that no one else has ever had. Of course, this thing is not something out of nothing, but re-combined on the basis of existing experience materials. Positioning strategy is a design strategy with strategic vision. He has the characteristics of forward-looking, purposeful, targeted and utilitarian. Of course, it also has limitations. Creative positioning strategy is the most core and essential factor for successful packaging design. The following packaging creative positioning strategies play an important role in packaging design.
1. Differentiated strategies in product performance
The differentiation strategy of product performance is to find the uniqueness of similar products as the focus of creative design. Research on product function or performance is the first prerequisite for brands to market and consumers. For example, "white plus black" cold medicine, take white tablets during the day without sleeping, and take black tablets at night to sleep soundly. Due to the difference in product functions and characteristics from traditional cold medicine, especially the design of pills and outer packaging Black and white and two colors make a fuss, so that the product can easily compete for a favorable position in the market relative to other similar products. Some similar products are of equal quality and their respective expressions are also very close. How to highlight the distinctive features, you can't let go of any tiny features when designing. For example, the packaging design of washing powder such as Tide, Weibai and Diao. Most washing powders emphasize cleanness, cleanliness, freshness, and quietness in packaging design positioning. Therefore, green, blue, cyan, etc. are used in combination with white in packaging design colors to highlight their positioning ideas, and among them Tide washing powder uses orange-red series to highlight the product's vitality and efficiency. As a large number of washing powders are packaged in cool colors, it is of course striking as a warm-color product with a strong contrast in color, just like "a little red in the green bushes".
2. Differentiated strategies for product sales
The differentiation strategy of product sales mainly refers to finding the differences of products in sales target, sales target, sales method and so on. The consumer groups that the product is mainly aimed at, that is, the positioning of the social class, whether the consumer is a man or a woman, a youth, a child, or an elderly, as well as different cultures, different social status, different living habits, and different psychological needs, Product sales areas, sales scope, sales methods, etc. all affect and restrict all aspects of packaging design. The main consumer groups of children's products are children, but the main purchase groups of children except for the target consumer groups are their parents and elders. Therefore, in the packaging design, children are considered in addition to graphics, colors, text, and layout In addition to his preferences, one must also consider the psychology of his parents and his elders. Therefore, some commodities are printed with some knowledgeable or interesting short stories. Although these contents and products are not very related, they have definitely caught the parents' attention to the mental development of their children. From the perspective of sales methods: First, its sales channels, and second, its sales methods. Different products will adopt different sales methods and goals in different periods, different environments, and different seasons. For example, this year ’s Nestlé Coffee launched a large-scale bargain event of “Fun Choices and Nestlé Politeness†at the traditional Mid-Autumn Festival in China And the words, and there are surprises and gifts to send, adding a bright landscape to the fierce moon cake war, and also providing consumers with a new concept of interpersonal communication.
3. Product appearance differentiation strategy
The strategy of product appearance differentiation is to find the differences in product appearance and packaging structure design, so as to highlight the characteristics of its own products.
For example, there are hundreds of packaging structure designs for carton boxes. How to choose the structure to highlight the characteristics of the product and the strong visual impact? Do you choose a triangle as the basic plane, or a square or pentagonal shape, or trapezoidal, cylindrical, arc The type or the opposite sex waits for the basic plane. When choosing the appearance of a product, one must consider the protection function of the product, and the second is to consider its convenience function, which of course also includes the beautification function of the appearance. The packaging of the Jiroulang jelly crystal love heart-shaped series, although its TV advertising promotes the plot of the movie Titanic, but the packaging of its products is a successful work. The Crystal Love series packaging not only evokes the attention of the obvious consumer groups, but also the potential consumer groups. The target products of the products have also expanded from children to all love groups. All this is due to the positioning of the heart-shaped packaging design and brand positioning of Crystal Love.
4. Price differentiation strategy
Price is the focus of both buyers and sellers of commodities, and an important factor affecting product sales. Japanese scholar Renke Zhenwen believes: "When it is difficult for the average person to correctly evaluate the quality of the product, the low price quotient is often used as a criterion for evaluating the quality. In this case, determining the price will determine the brand's grade and also affect other characteristics. Evaluation. "If we summarize the price of the product into a triangle, the sum in this triangle is not the lowest, but the trapezoid in the middle. It all depends on the efficacy and characteristics of the product, as well as the target consumer group and related similar products. Market positioning. The purpose of price positioning is to promote sales and increase profits, because different strata have different levels of consumption, and any price group has related consumer groups. For example, "Jinlilai, the men's world" is a mid-to-high-end product for men's clothing from his price positioning. The company believes that although the price of the product is a little higher, it is a sign of showing one's identity. group. In order to highlight its brand positioning in the product packaging design. Consumers see not only the natural value of the brand owned by the product, but also the spiritual value they own.
5. Brand image strategy
As the economy continues to develop, any best-selling product will quickly cause a large number of companies to flock to the same market, the identifiable differences between products become more and more blurred, and the difference in product use value becomes more and more insignificant. Enterprises also blindly emphasize the product's own characteristics and subtle product differences, so consumers do not recognize it. On the contrary, the brand image of the product is becoming more and more important. In the brand image strategy: one is to emphasize the brand's trademark or corporate logo as the main body, and the other is to emphasize the serialization of packaging to highlight its branding. Many cigarette packages abroad are designed using the brand's trademark or corporate logo as the main body, such as Marlboro, 555, Hilton, Moore, etc. The serialized packaging has produced a qualitative leap due to the introduction of CIS. He not only uses a unified form, unified color tone, and unified image to regulate products with different shapes and different uses but also related to each other. It is also a visual extension of the company's business philosophy, which has unprecedentedly spread the information value of commodities. Shaping the brand image of a product is actually a second investment in the product and an increase in the added value of the product.
The above-mentioned packaging creative positioning strategy does not exist in isolation in the design concept, and is often cross-considered. Only creative and unique packaging positioning strategies can guide the successful packaging design, because it is the basis and premise of the design concept.
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