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Tea packaging on the product packaging attaches great importance to the matching of packaging materials and tea, and there are even some tea companies trying to hide the product through the packaging, and thus appear on the market packaging materials continue to climb than the phenomenon of upgrading. Through this kind of product packaging, enterprises have pulled up the price of tea to a large extent, but has this kind of packaging led to the sale of tea products? When packaged luxury became a phenomenon popular in the entire industry, the differentiated advantages of packaging also disappeared. The reason why this phenomenon occurs is that many tea companies have misunderstandings about packaging. Prior to making packaging, these tea companies simply thought that tea needs good packaging, and there is no direction for the specific requirements of “good packagingâ€. There is no research concerning the consumer market related to packaging, and designers have toss it all over, resulting in almost no relationship between tea packaging in the market and product positioning, sales channels, and consumer psychology. The packaging and inner packaging bags are only A container filled with tea leaves.
A large number of tea packaging in the market is a simple container, only the business feels good, or as a business to distinguish the different appearance of the product within the packaging logo, consumers are indifferent to the tea packaging, such packaging is "no thinking" The design work will not help the company's product sales. Most of the tea companies I have contacted have attached great importance to packaging, and they have valued packaging as the core of corporate marketing. A tea company owner told the author that “My VI design is first class, and I invite the design companies from the North and the South to separate out. In the end, it took a million people to choose a company in the south to do a full set of VI design. When asked about the company's product line and market positioning, the boss said, "My current base is only enough to open fifty stores, so I The products are not sold on the market, and I will sell them to anyone who buys my tea. I don't need to locate it. In my opinion, this tea box with millions of heavy gold designs is nothing extraordinary. Consumers cannot pass the packaging. Reading products will not result in the desire to buy tea because of packaging. A lot of tea companies like this one, once they choose tea to run the project, they first consider giving priority to solving the packaging problem. The company requires that the function of the product packaging bears little. The first is that the container two reflects the grade, and then there is nothing else such as targeting different products. Time, different regions, different channels, different consumer groups, different promotion methods. The company always believes that "good products can speak", and the result is a good product can not be through the packaging to speak to consumers, product sales or rely on interpersonal relationships to achieve.
As we all know, the packaging of products displayed to consumers is often composed of graphic and text flat images, and the three-dimensional image of product packaging. The tea packaging box on the market is basically the theme of color highlights, patterns and text on the packaging is relatively rare, or some Although there are patterns and texts at the same time, only the brand image and product name are embodied. The expression technique is too common and fails to attract the attention of consumers. Therefore, the finishing touch of such packaging cannot be reflected. From the “Lidden†packaging box, the packaging can carry more functions. In addition to embodying the brand image, it can highlight the characteristics of the product and the interests of the consumers. For example, the product ingredients can be shown in a graphic manner, product performance and The promotion policy was expressed through written letters, which clearly differentiated and highlighted the “Lienton†tea and tea from Chinese tea companies. In particular, in terms of writing, the Lipton brand highlights the convergence of consumer demand and product performance, such as Lipton Qing Heng Tea. The raw materials consist of chrysanthemums, green tea, and honeysuckle on the packaging. At a glance, the “Qing Heng†concept also allows consumers to It is easy to understand the "cool, balanced" effect. A "gift" on the box embodies the characteristics of the promotional product. The word "herbal portable box" is used to remind consumers to "carry this product with them." . Perhaps our tea companies disagree with this and think that Lipton is a low-level product. It is a tea sold in Shang Chao Li. There is nothing to learn from it. If it is known, it will be hopeless. Our tea companies will also play some word games on the packaging boxes. Things like "grade tea," "smart tea," "elegant tea," and the "Lidden" word game are still quite different. " Lipton's word games embody the product's performance. Chinese tea companies' word games embody an empty concept. Consumers will not believe that drinking "Wisdom Tea" will turn into a wise person. Drinking "Taste Tea" will become an upper class. Social people.
Tea packaging can stimulate the consumer's vision and persuade the consumer's mind from the three-dimensional image of the packaging, patterns, and text. Herein, the packaging of “Zim needle†black tea is worth mentioning. The inner packaging of “Zhong Pin Mei†black tea is packed with two layers of paper with different textures, and the tea with a size of about five grams is packed into a small square. On the previous post, there was a unique brand label, which looked very similar to our common candy packaging. From the point of view of tea products, she had achieved a state that people never forget and also played a seductive taste. It is the embodiment of visual impact. The newly packaged pattern of the “Pearlâ€, which is about to appear on the market, has a vaguely visible Wuyi landscape background, highlighting an antique gourd with the words “Lily of the Year†and other unique texts, allowing consumers to read the products in the package at the first glance. The words and expressions highlight the raw material life and product composition of the "pinnacle plum", so as to demonstrate the noble cause of the "pink needle." As a high-end product, the "pink plum" also fully studies the psychology of product buyers and product consumers. As a communication channel and a friendship gift tea, the phrase "Scented Tea and Wine Serve for Reality" gives the friendship between people. The just-informed expression has created a good consumer reason for product buyers. There is also a hint on the outer packaging that “The drinking method is shown in the product manual.†It allows consumers to pay attention to some special drinking requirements of “pink plumâ€, and the entire package carries the The marketing function of high-end products fully reflects the ideas of big brands.
Tea packaging can not stay in the needs of the container, but to the level of corporate marketing, the biggest function that the packaging needs to carry is to stimulate consumer interest and desire to buy, this kind of packaging allows consumers to look at the heart of the packaging Need a so-called finishing touch. Therefore, tea packaging cannot be the first problem solved by tea companies. The practice of first making good packaging and selling tea to open stores is extremely wrong. It is based on the company's product positioning, product sales channels, and product-oriented products. Consumer groups decide how to do packaging, especially in-depth study of consumers facing the product, start with the interests of consumers, study the level of consumer demand, stimulate consumers' interest in products, and refine the popular Understanding picture composition and language can express the difference characteristics of products, express the interests of consumers, meet the needs of consumers, allow consumers to read and understand products through packaging, generate love for products through packaging, and produce immediate purchase through packaging. The desire for packaging with these features is the finishing touch on the packaging.
Prior to the beginning of reform and opening up, China’s products were extremely crude in terms of packaging. In terms of agricultural products, it was the state of “first-class products, second-rate packaging, and third-rate pricesâ€. Many agricultural products, including tea, were mostly sacked and used well. Simple carton packaging is even fine. In the past ten years, China's product packaging has greatly improved, and many products appear to have a packaging value that exceeds the product itself. For example, moon cake packaging emphasizes the particular emphasis on packaging, until the government's competent authorities have come out with a mandatory requirement for "packaging." Today's tea packaging has also experienced a serious phenomenon of packaging puffiness. It has been continuously upgraded in packaging materials, from carton packaging to wooden box packaging, from common materials to expensive tin cans, ceramics, glass, rosewood, rosewood, and lacquer And so on, the value of packaging began to appear beyond the value of tea, this phenomenon is considered by the tea industry as "necessary for high-end products."