The core of packaging design lies in a brand’s strategic positioning, promotion, and marketing. As the brand’s final touch, packaging plays a crucial role in shaping its identity and customer interaction. Effective packaging not only protects the product but also enhances its appeal and value.
For new brands launching new products, it's essential to define clear brand positioning, articulate the brand’s value proposition, and establish its tone before moving on to product positioning. When introducing a new product under an existing brand, the focus should be on how this product differs from previous versions—whether it’s an upgrade, a supplement, or an innovation in design.
Packaging varies by product grade. High-end items often feature gift-style packaging, while lower-tier products use simpler, more cost-effective designs. Different grades target different consumer groups, with variations in price, materials, and added value. Gift packaging, for instance, holds symbolic significance, especially for commemorative purposes. According to the China Packaging Association Design Committee, gift packaging material costs should be less than 30% of the product’s total production cost, while ordinary packaging should not exceed 3%. Exceeding these thresholds may be considered "over-packaged," though this is not legally defined and can be difficult to measure in practice.
Gift packaging differs from regular packaging because of its emotional and commemorative value. When everyday items are given as gifts, they gain symbolic meaning. However, not all items are packaged for this purpose. For example, handicrafts, art pieces, antiques, and jewelry are often sold without elaborate packaging due to market preferences or economic realities.
The value of a product influences its packaging. Even with similar raw materials, differences in quality and branding can lead to significant price variations. Cigarettes from different brands, for instance, may use the same tobacco but vary greatly in price based on packaging and perceived value. The same product might come in carton, plastic, or metal packaging, each affecting the perceived worth and sales.
Packaging serves multiple functions: protection, promotion, beautification, convenience, and value addition. Its ultimate goal is to enhance product visibility and sales. While excessive packaging can sometimes be seen as wasteful, it is often justified when it improves product safety or adds value. For example, USB drives may require extra foam or padding to protect their high-value components, even if it increases the box size.
Over-packaging can occur for various reasons, including enhanced protection, material utilization efficiency, or increased product value. Although some manufacturers may inflate packaging for profit, as long as they meet legal requirements like labeling and content accuracy, it's hard to classify such practices as deceptive.
Consumer psychology also plays a role. People often associate attractive packaging with higher quality, which can influence purchasing decisions. This is why manufacturers invest in packaging that not only protects the product but also appeals to emotions and aesthetics.
Different consumer groups have varying expectations regarding packaging. What may seem excessive to one group could be perfectly reasonable to another. For example, commemorative coins may have expensive packaging, but their value lies in their cultural or historical significance rather than their monetary worth.
There are currently no strict national laws governing the degree of packaging. While regulations exist around product labeling and advertising, there is no specific “packaging law.†This lack of regulation makes it challenging to determine what constitutes over-packaging.
In conclusion, defining “over-packaging†is complex, involving factors like production costs, consumer behavior, market trends, and regulatory frameworks. Without clear guidelines, it remains a subjective and often debated topic in the industry.
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