Designing an eye-catching brand: The brand should work hard from the packaging design (a)

How to keep your product from being overwhelmed by a variety of shelves? A nice or unique package may work.

Packaging design is equivalent to live advertising and often plays a role in the last critical moment when consumers decide to purchase. If you design a challenge, you can save a considerable amount of advertising costs. This is also a short-cut for companies with tight budgets in the context of the financial crisis.

Some multinational companies with nearly a hundred years of market experience tend to be more skillful in product design. When they find that Chinese consumers are less sensitive to the so-called “foreign” packaging, these multinational companies have begun to publicize the Chinese elements contained in their product designs. For example, Xiangyun climbed the Coca-Cola jar and Pepsi just wore Chinese Red just right before the Olympics.

Most of the Chinese brands that are still at the low end of the market and are always gearing up for a moment are now pondering a question: How to enhance the brand image through design.

When interviewed by the First Financial Daily, Shao Junzhong, general manager of the YANTI Brand League, said without hesitation: “Now no one will deny the idea that design can enhance Chinese brands, but everyone can't.” And the Hong Kong Design Center Vice Chairman Liu Xiaokang pointed out that in the past, Chinese companies have made remarkable progress in technology, channels, and management, but design will inevitably fail. However, Liu Xiaokang gave Chinese companies an incentive, he pointed out that the development of the design lags behind other aspects of the company's development process, Western companies have also experienced this stage in the process of growth.

It's just how long it takes for Chinese companies to get through this stage. Where is the current gap between Chinese companies and the West?

Design: Connotation first

How much effect does product packaging design have on the success of a product?

“In a routine market survey, people generally do not recognize the impact of packaging on their own purchasing behavior, because people will feel that this seems superficial.” Shao Shaozhong pointed out, “But in fact, product design is for people’s buying behavior. The potential impact cannot be ignored."

Liu Xiaokang uses his own honor as Watson's distilled water to illustrate this issue. “When Watsons found us, this century-old brand is at a critical point in transition.” At that time, Watson’s distilled water was under siege from many young brands and its market share showed a downward trend. After 9 months of hard work, when Watsons appeared in the market with green new clothes, many consumers fell for it. "A few months after the new packaging went public, they achieved three-digit growth."

Shao Shaozhong pointed out that product design seldom wins with style, and most of the outlying designs are backed by ideas. Liu Xiaokang pointed out that design needs to reflect the brand's value and added value. Undoubtedly, the beautiful design is a stepping stone for the market, but if the design has no meaning, it can still not achieve long-term and sustained success. What really touches people is the design behind things, such as the Watsons distilled water to reflect the concept of artistic life, Apple iPod pair. The interpretation of music.

“Designers cannot narrow the operatives who are drawing, and design is the embodiment of the brand concept.” In fact, this also points out the key reason why Chinese brands are inferior in design. In other words, most Chinese companies' understanding of design only stays at a superficial level, that is, product packaging itself, and "design can only achieve unexpected success when it is considered at the brand strategy level."

Make subjective preferences “passing”

Successful design requires the joint efforts of corporate leaders and designers.