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However, as a kind of popular snack food, candy is not a necessity for consumers; on the other hand, because it contains limited nutrients, it is not likely to become a dominant nutrient at present. Therefore, consumer consumption The motivation is mainly for snacking needs. However, there are many snacks available on the market today, ranging from melon seeds to jelly and ice cream. Compared to nutrition, candy is not necessarily better than ice cream; candy that is sweeter than “taste†is not necessarily better than taste. Rich jellies, even small foods such as potato chips, are more than a choice. Confectionery seems to be a dispensable choice. How do you let consumers care for other things? Packaging naturally plays a big role.
What should the mainstream consumer groups and market positioning packaging be designed for? Is there a package for all people? The answer is that even if it is, it is too difficult. After all, aesthetics has its subjective side. The fact is that in a variety of consumer groups, whether packaging can cater to the interests of mainstream consumer groups will play a very important role in the expansion of the candy market. The so-called mainstream consumer groups, the author believes, should refer to the dominant consumer group with considerable purchasing propensity and ability. However, as mentioned above, since aesthetics has its subjective side, it is impossible and unnecessary to take care of all consumer groups. The so-called: the public is difficult to adjust. Therefore, the mainstream consumer group should be the main consumer force! Packaging design should be developed for mainstream consumer groups!
So, how to determine the mainstream consumer groups? The author believes that accurate market positioning will play a key role in avoiding the blindness of candy packaging design. Before design, developers must clearly target consumers: rural consumers or urban household consumers? Children, youth or the elderly? Male or female? For ordinary wage earners, is it a high-income class? Or is it the so-called gold collar, pink collar, Bobo, or urban Meizu, new and new human? Usually, for rural consumers, price is naturally a factor. For urban consumers, the factors to consider are much more complicated. After all, the types of consumers are diverse. Therefore, clarifying the type of consumer is beneficial to the design. The author believes that the current consumer of the city can be roughly divided as follows:
Ordinary wage earners: income mid-range; paying for economic benefits; especially worth mentioning, the specific group of people between the ages of 25 and 35 who are called "new" by the industry, the family income is medium and high, due to limited rest time, More and more high-profile reasons, etc., are said to become the mainstream of Chinese consumers.
New and new humans; urban Meizu; this group of people, casual, fashionable, avant-garde, alleged to have chewing gum and many other habits, especially for new things, new products, especially to catch up with the trend.
Gold collar, pink collar, gray, Bobo: a successful person with a lot of income, mature, pursuing taste, pay more attention to packaging;
The author believes that for the above-mentioned different consumer groups, only accurate market positioning, clear mainstream consumer groups, moderate and appropriate packaging can make the added value of packaging bigger!
Cultural Connotation and Packaging In addition to the important factors such as market positioning and mainstream consumer groups, vital packaging is often integrated into specific cultural connotations or cultural heritage. The author believes that this culture should include brand culture, corporate culture, science and technology culture, history and culture, moral culture, ideology and culture, religious culture, and can learn from the so-called tea culture, wine culture and many other "brother culture"; culture, nature It will reveal the "grade". The so-called "belly and poetry is self-satisfied"! Otherwise, the gorgeous packaging may be pale because of lack of cultural support, lack of affinity and appeal, and it is difficult to cause people to resonate psychologically, which makes it difficult for consumers to psychologically identify with the brand. Taking science and technology culture as an example, we can consider introducing scientists, major scientific inventions, discoveries, etc.; taking ideology and culture as an example, can we consider introducing Laozi, Confucius and other thinkers and Confucian culture and other moral ideas throughout the packaging... .
Design elements and packaging are supported by cultural connotations. If the cultural elements can be fully integrated with the five elements of trademarks, product names, health characteristics, physical image and capacity-health food design, the product packaging will become more It is in line with the market and more attractive market appeal. In fact, far from ancient times, there is such a packaging model, the story of "buying 椟 椟 ç ç " does not explain the role of glamour packaging? ! Modern people with modern concepts should get more inspiration from them...
Fresh elements and packaging The current candy packaging industry fully demonstrates that vital packaging, often with some vitality and appealing fresh elements to cater to consumers, in order to get the consumer's goodwill. Whether this can be done has become an important breakthrough for design and decision makers. We must know that it is always a fixed pattern, a fixed style, and a fixed design of a fixed character. Just like eating a fish, it is good, no change, no new ideas, how to win the attention of consumers? What's more, today's consumers are getting higher and higher and more and more picky!
Moderate packaging and green packaging have a vital packaging, you should determine the proportion of different levels of consumption according to market demand, that is, determine the grade, especially pay attention to the mainstream consumer groups mentioned above; at the same time, should also be professional, environmental protection Sexuality, applicability and normativeness are effectively combined, that is, the so-called "moderate packaging". The industry once prevailed in the "luxury style". In fact, in terms of packaging, there is absolutely no need to blindly engage in ultra-luxury packaging. Otherwise, it will only cause flashiness and waste. The author strongly agrees with the internationally accepted "3R+1D" packaging principle, namely the principles of reduction, reuse, recycling, and degradability, the implementation of the Chinese-style "green packaging method", and the treatment of packaging waste and packaging. The safety of materials and the regulation of human health protection. This kind of packaging is a humanized packaging!
In short, packaging is a tool for candy companies to try. To truly establish their own packaging, companies must deal with the relationship between market positioning, mainstream consumer groups, cultural connotations, moderate packaging, design elements and green packaging, etc., clear the mainstream consumer groups, clearly understand the cultural connotation and other elements in the packaging. An important role in design. Only in this way, packaging has its vitality!
Guide: The competition for candy is getting white and hot; consumers are no longer just satisfied with the pleasure brought by the taste, but the pursuit of higher taste, and attracted by the beautiful packaging appearance, tempted! Packaging has become more and more important! Therefore, for candy companies, the development of enterprises is inseparable from the products with packaging charm.