Abstract: The word "brand" was born in the United States in the early 20th century. At that time, the concept of "brand" was applied more to sales. Since the 1930s, "brand" has begun to be applied to academia, marketing, and communications. In particular, since the American communication scholar David Ogilvy first clearly defined the concept of “brand†in 1950, the term “brand†has become one of the most popular terms in the world’s marketing industry, and has become a competition for companies. One of the important goals.
Philip Dotler, a well-known American marketing scholar, stated in his book “Marketing Management: Analysis, Planning and Controlâ€: “A brand is a name, a noun, a mark, a match, a design, or their The purpose of the combination is to identify the products or services of a certain seller or group of sellers and to distinguish them from competitors' products and services."
Taiwan marketing scientist Chen Weihang believes: “The value of the brand is not formed in a day. Consumers believe that the more famous brands are, the better the brand will penetrate the people’s minds and form an intangible intangible asset. • The proper use of brand assets can give companies Bring endless wealth. Through the development of licensing and new product lines, the brand continues to expand, derivative, and create considerable profits."
Consumers' perception and understanding of brands often differ from those of experts and scholars. However, the true formation and strength of brands are rooted in consumers. Although consumers have different levels of education, different understanding abilities, and different viewpoints, it is inevitable that brands will be somewhat biased or limited in their understanding. However, their opinions cannot be ignored.
Philip Dotler once defined packaging as such: Packaging refers to a series of activities that design and produce product containers or packages. Therefore, in addition to the accurate representation of product positioning, consumer target positioning, and market positioning, the product packaging design must also serve the brand's unified and overall communication. The packaging design should follow the overall coordination with the brand design image; overall coordination; personalized display of consumer demand; and adopting the individual display of the corresponding design method; to achieve a high degree of unity between the product content and the packaging appearance, thereby strengthening the packaging The principles of information communication, adaptation to aesthetic appeal, and internal and external synergy of advertising functions.
Packaging design is based on a unified image of corporate logos, highlighting the image of corporate logos, or placing corporate logos in a unified and fixed position, and applying uniform colors, uniform background patterns, or uniform composition. Composition focuses on making corporate logos dominating and achieving consistent visual effects; imagery is unified by corporate logo variations or corporate symbol designs. It may be possible to achieve better visual effects by shading a variation of a corporate logo or a corporate symbol. In the packaging design, the brand's various standard fonts should first be placed in the center of the vision, and the impact should be strengthened by means of contrasts. The corporate image of the standard color as the clue should be based on the color of the commodity: information about the enterprise. The standard color of the enterprise should be used as far as possible, and the image should be unified in a series of graphic structures. In view of the variety of conditions in some corporate products, the use of serialized designs for the same products will help enhance the visual effects of the products.
From a practical point of view, the brand should be a marketing concept. This concept is obtained by consumers using the goods and services for a long time. Its connotation should be extremely far-reaching and extensive. Once we reach a certain brand, we naturally generate a series of associations, such as its logo, application of words, colors, product images, packaging, advertisements, and even services. The richness of its content has clearly shown that: The product represented is not an ordinary product. It enhances the "intangible value" of the product in the eyes of consumers. Because of this, the brand is an effective marketing communication tool, it is built on the bridge between products and consumers. Brands often dictate the purchase decision. Therefore, the success of the brand's establishment is related to the success of the product. In the rapid development of high technology, we must ensure that product quality is not a difficult problem. The technological content of products has already shortened the quality gap between products and products, and the external product form of products – packaging is increasingly important. . Therefore, the strategy for creating a brand is inseparable from the packaging of goods.
The packaging of goods is the front line with consumers. It is impossible for consumers to directly contact the corporate identity. Products on the market are what consumers really touch. When they want to purchase products, they must examine the packaging. This shows that packaging has directly become a product image. At the same time, it is the embodiment of the brand image and the identification. The packaging design is almost the direct transmission and promotion of the brand image. This key role enabled M. Levins (founder of London Consulting Mobley London Consulting) in the 1990s: “Packaging is the material embodiment of the core assets of the brand. Packaging has all the elements of the brand. It is the brand's ontology."
Packaging design mainly includes two parts: modeling (or structure) design and visual design. 80% of people’s perceptions of outside information come from visual acceptance. Psychologists tell us: Visual information has the strongest memory and memory in the cerebral cortex. To give the product a strong and representative image of brand identity, the focus of packaging design should be the visual design of the packaging.
The visual design of packaging refers to the design of graphics, colors, trademarks and text on the packaging. Designers should not only consider the impact of a single element on the brand, but also consider the harmonization of the overall composition of all elements and the overall brand design. All packaging design will become a representative of brand value. Packaging visual design should actively and proactively spread this value. It should not only consider the external form of the United States, and ignore the internal relationship with the brand image. In order to make packaging visual design more conducive to the creation of the brand, it can be implemented according to the following methods.
First, establish a unified image
The use of corporate visual visual design system to establish a unified image, the brand, brand image and corporate image will be unified, through the application of corporate standard color, standard text and other common features to eliminate information heterogeneity. Take the same brand. Unified image to distinguish other different brands. In order to help consumers recognize the brand and corporate image, so that many competing products highlight product personality.
For example, Coca-Cola Co., Ltd. has continuously strengthened its brand image through effective advertising and promotion, while paying attention to the corresponding expression of packaging visual design. Even when C0Ca-C01a was translated into other languages, Coca-Cola did its best to maintain the visual consistency of the brand image. There is also a special place on the packaging: when the company introduced a can-shaped packaging. The original bottle shape was painted on the package. With conventional design, this sum is obviously superfluous, but with a little thought, it is not difficult to understand that this is exactly what Coca-Cola has done to maintain the consistency of the brand image and visual packaging.
In the minds of consumers, Marlboro is undoubtedly one of the most famous international brands. The red “person†logo design on the packaging makes Marlboro stand out from many cigarette brands. As long as there are Marlboro places, such as the sports stadium square, you will find a dazzling red “person†logo, which is a brand image. The subject. As a result, Philip Morris’ New York headquarters issued an instruction that if the brand manager were to make even a slight change to the package design of Marlboro products, he must submit a three-part application.
Establishing a unified image of the visual system is extremely beneficial to the dissemination of corporate dominant brand image. Avoid the misunderstandings of consumers due to too many brands. By organizing various types of products of the company, the brand's popularity is expanded with a style and an image, which in turn drives the sales of other products to form a visual unity, which ultimately yields good economic benefits.