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In the era of products, due to underdevelopment of the economy, the market is in a state of supply less than demand, the number of products is limited, and the seller's market naturally lacks competition. In this period, the practicality of the products exceeds the aesthetics of the products. Therefore, the innovative thinking of packaging design in this period focused on how to effectively protect products and widely advertised.
Nowadays, due to the economic development and advancement of science and technology, productivity has been greatly improved. The abundance of material products allows consumers to have more choices. The same product on the market will come from different manufacturers. In this situation, the image begins to occupy an important position in the sales of products. The outstanding characteristic of this period is that a large number of enterprises have established their own corporate image. The new corporate image not only means that the company has a distinctive image status in the public mind, but also requires that its product packaging design can become part of the corporate image, and Reflect the spirit of the enterprise. During this period, the innovative thinking in packaging design mainly reflected in the exquisite design of packaging in terms of forms, patterns, colors, and printing processes.
In the era of positioning, with the abundance of commodities and intensified competition, the sale of commodities in a saturated market is facing unprecedented difficulties. The same products, the same exquisite packaging, the market everywhere, consumers have greater choice, the role of the consumer and producer conversion is also quietly taking place, the market is also changed from the seller's market to the buyer's market. The increase in productivity has led people to no longer pay attention to what the company can produce, but what the consumer needs, especially as the demand for personalization is growing. The concern for people is mentioned first, and this requires positioning. However, what is positioning? Simply put, the essence of "position" is to establish a suitable position for the product in the mind of potential consumers. Its premise is the market, the purpose is to explore the consumer's psychology.
What kind of innovative thinking should packaging designers have in the positioning era? It is not only reflected in the revamping of the design. Although it is still an indispensable element in packaging design, the changes of the times have prompted the packaging design to keep pace with the times. The diversification of the market makes the packaging design innovative thinking. More factors should be accommodated: Focusing on finding new sources from the needs of consumers, that is, on innovation based on insights into the consumer base.
When it comes to positioning the era of innovative thinking in product packaging design, it is no longer the wishful thinking of designers and companies. Designers used to fall into this kind of thinking mistake: When it comes to design innovation, it is to display something new and unique on the screen, not to or not actively understand what the market needs, what consumers need, and the design often becomes the subjective of the designer. Judging the product, the result can not be recognized by consumers. We know that achieving product sales success in marketing strategy is the highest goal of the strategy. In order to achieve the success of this strategy, different tactics are needed. Packaging design is only one of the means to promote packaging sales. Therefore, the innovation of packaging design is to establish the design thinking that meets the requirements of the overall marketing strategy. Each product's marketing activities have targeted consumers. The target consumer's needs are the fundamental basis and starting point for marketing activities such as developing new products, promoting products, and promoting products. The purpose of marketing is to impress target consumers and finally realize the purchase of products, that is, to think of consumers and press the “mind button†of consumers. In addition to the need for clear and specific product information, designers need to create a good impression on consumers and influence consumer attitudes until purchases are made. In a sense, packaging design has become an information dissemination activity that promotes the psychological changes of consumers by cooperating with advertisements and sales personnel. Therefore, there must be breakthroughs and innovations in packaging design. This requires both the designer's spiritual thinking and scientific research and creative thinking.
The so-called research is to find the target consumers. Meeting the needs of the target consumer is the fundamental purpose of the company's production and operation. Designers need to find the target consumer's needs sensitively, and turn rational analysis into visual language. In addition to innovations in graphics, color, and form, the most important aspect of packaging design is to meet the needs of product marketing strategies and to create packaging that meets the needs of target consumers. Otherwise, even the best ideas are passive water. No wood for this.
The characteristics and needs of target consumers are analyzed, and the direction of the product marketing strategy is clarified. Based on this, product packaging design will not be targeted. So, what are the effective innovative thinking methods in the specific design? It should be said that the method is endless, and the author only proposes the following points:
Emotional experience creates an image that resonates with consumer experience and is more likely to arouse similar consumer sentiment. According to surveys, emotion plays an important role in memory, and the brain tends to be emotional rather than conceptual. Emotions can stimulate behavior, provide characteristics, choose orientation, and awaken other motivations. Consumers are always willing to choose things that are similar to their emotional experiences. For example: We are willing to choose Nestle Coffee because its packaging design always creates a relaxing and exciting feeling for people, which is the same as the feeling we live when we drink coffee. For example, in the packaging design of baby products, the image of the mother's care for the child is often used to reflect the characteristics of the product.
The proliferation of adverse thinking products has caused consumers to ignore the similar packaging in the market, and packaging design seems to be a poor technology, but smart designers can always dig out gold. The most successful case in recent times is the packaging design of “Bao Bao Steamâ€. In the face of the proliferation of juice drinks in the market, it is extremely difficult to get a share of it. Whether it is through the promotion of star images or the nutritional value of publicity juices, there is no shortage of people, and it is difficult to break into the minds of consumers. Therefore, Jianlibao Company specializes in young people's consumers, using the psychology of young people to seek newness and coolness, launching fruit steam series products, boldly adopting a black bottle design, unique in the fruit beverage market this summer, attracting a large number of Young consumers. The packaging design of “Bao Bao Steam†has also become a successful case under the guidance of marketing strategy.
Traditional tactics Every ethnic group has its own long-standing cultural tradition. This is a feeling that everyone can't give up. Traditional art forms such as paper-cut patterns and blue calico patterns are still popular today. In the modern market, traditional The use of packaging forms and packaging materials in design will greatly appeal to consumers. The packaging design of moon cake boxes is one of the examples in the traditional form. It fully embodies China's traditional features in terms of colors, patterns, fonts, materials, and packaging forms. In addition, there are many packages of proprietary Chinese medicines on the market that use traditional patterns, which not only embody the characteristics of Chinese medicine, but also give consumers a sense of trust in them.
Similarly, many products have their own history and culture, excavate the product's unique cultural connotation, and integrate into the packaging design will also become a product of great selling point. For example, Meizhou Laojiao is a famous Chinese wine with a long history. One of its characteristics is that it has a wine cellar with a history of several hundred years and has been established as a national cultural relic. As the saying goes, the wine is a fragrance of Chen. There is a psychological demand for consumers, so its packaging design takes full advantage of this cultural tradition, highlights its long history, and is unique in its category of alcoholic products.
Tailor-made in today's society, more and more personalized needs, highlighting the different personalized needs in packaging design will also bring business opportunities for product sales. For example, serializing different types of products of the same category can be divided into the elderly, young people, and children; they can be divided into men and women. According to the needs of different levels of different designs, highlighting many aspects of demand. In the appearance of the package can even take the consumer's free combination, so that consumers according to their needs, choose different sizes, materials, patterns of packaging to meet different tastes and hobbies.
The return to the development of natural societies has created enormous material wealth, but also brought a heavy burden on environmental resources. The concept of environmental protection has become one of the most important issues of concern to everyone in today's society. In the past, some packaging designs were often extremely luxurious, causing great waste of resources and environmental pollution. Therefore, highlighting the concept of environmental protection in packaging design will be another selling point of product marketing. Many products tend to use recyclable materials, and they tend to have natural patterns such as animals and plants in their design to highlight the natural affinity of the product.
Qiaqia Xiangguazi can be a successful case. Guazao products have many names in the market, packaging is limited to plastic materials, Qiaxiang Xiangguazi want to enter the market, must highlight their own characteristics. Its packaging design adopts ordinary kraft paper as material, and it is simple and quaint in form, giving people a warm and simple feeling. At the same time, paper packaging is also convenient for recycling. In many melon seed food markets where plastic packaging is flooded, it will be affected by consumers. Love is not surprising.
The fundamental purpose of human care design is to serve people. The humanized design has received more and more attention in today’s highly industrialized society. The care for “human†has become an important part of the design. As one of the most direct and basic transmission languages ​​in the sales of goods, packaging should grasp this trend and integrate human factors into its design. The farmer's mineral water once rang through the north and south of the river with an advertising phrase “Nongda Spring is a bit sweet†and became a rising star in the mineral water market. Its success comes from the uniqueness of the “sweet†market position, which is warm and touching. . In the design of the bottle body, according to the consumer's attention to the sanitary conditions, the ordinary bottle cap was changed to a pull-out type, which quickly gained the consumer's favorite. This shows that careful attention to human nature is the secret to successful sales.
The era of positioning is the era of strategic supremacy. Marketing has become a new driving force. The success of product sales is the result of the combination and interaction of multiple factors. Packaging design needs to meet the overall requirements of marketing, we advocate innovative thinking, can not only focus on the design of the artistic expression, and ignore the packaging design in the sales of products to shoulder the promotional features and other functions, and the latter in today's The society has become an important factor in determining the success or failure of design. The innovation of packaging design is targeted innovation and is no longer merely a designer's personal behavior. Packaging design requires innovative thinking, but this innovation is market-directed innovation. Only such innovative thinking is meaningful.
The packaging design innovation thinking in the era of innovative thinking orientation was originally a dynamic concept. In terms of packaging design innovation, different eras and different economic and cultural factors have given packaging design a different mission. Therefore, the connotation of its innovative thinking is natural. It's different.