In the face of the new consumer market, companies that are ready to enter the consumer market must pay attention to how to build a brand. Each brand has multiple product components, but creating a blockbuster and becoming a traffic product is the key. So, what details do you need to pay attention to to create a new consumer explosive brand packaging design?
Star Effect - Make the most of consumer shopping psychology
Niche brands are always known to the public in a strikingly similar way, either by entering the market first to sell publicity, or by laying the groundwork for publicity and then selling, and becoming famous in one fell swoop. Either way, there are stars to help.
In recent years, food advertisements have appeared as traffic stars, such as Yang Mi's Yo-Yo Mei Wang Junkai's Xiangpiaopiao Milk Tea, Tang Yan's Endorsement of Ozark Yogurt Fruit Grain Oatmeal, Xie Na's Endorsement of Good Bashi Tofu, Xiao Zhan's Endorsement of Manhan Dinner and Ozark Yogurt Fruit Grain Oatmeal. With the traffic fan base of these traffic stars, the exposure of the brand is increased, and the sales volume brought is objective.
It is worth mentioning that Xiao Zhan's star effect is remarkable. The endorsed Man han feast sold first in the same period last year, and the endorsement of Ozark yogurt fruit grain oatmeal was the fourth in sales in the same period last year. However, Deng Lun, who is also a spokesperson, has caused losses to the brand due to personal reasons. Therefore, for brands like entering the new consumer market, aiming at the track is inevitable, and choosing the right star is the focus.
Trend Frontline - Capture the mainstream of young consumer groups
Judging from the past consumption data, the main consumption force is middle-aged and elderly consumers, but because they are picky about the requirements of commodities, they are relatively sensitive to commodity prices and have small profit margins. I am also not interested in new foods, so some of the foods that appear in new consumption should be focused on young people.
Definition of young people: post-85-00s.
Their consumption concept is different from the older generation, paying more attention to the beauty and functionality of food, pursuing trends, paying attention to personal experience, easy to accept new things, paying attention to social trends, paying attention to social hotspots, and being willing to share life. If the outer packaging of the food is beautifully designed, you can inadvertently get a small window of private traffic from the consumer. We can find sales breakthroughs from the perspective of design and inject new vitality and vitality into the consumer market.
If you want to meet the tastes of young people, you need not only to design the outer packaging with care, but also to meet the characteristics of practical products. For example, young people pay attention to health, pay attention to body management, it is necessary to accurately design food, low sugar, low fat and high protein, the current protein bars, meal replacement powder, meal replacement milkshake came into being, becoming a new consumption trend for young people.
Cross-border marketing - find the target user group
With the improvement of consumers' cultural level and consumption level, the requirements for goods have undergone qualitative changes, which also affect the development trajectory of the brand. Due to the particularity of the crowd, the audience of the advertisement can only be the mainstream consumer group, not everyone. Only by knowing their own brand characteristics and advertising according to specific user groups can we maximize our benefits.
It is not without a way to achieve comprehensive coverage. It only needs to be refined operation, according to the different preferences of the age group, and advertising investment on different platforms. For example, the domestic brand Huaxizi, with the help of its own design characteristics, the combination of cross-border and Hanfu has promoted the national trend. Hua Xizi also uses two micro and one shake (WeChat, Weibo, Douyin) to carry out all-round publicity, joint fashion, music, two-dimensional, games and other fields to achieve cross-border marketing, through extensive promotion, to achieve the purpose of developing consumers with maximum potential. From a marketing point of view, it is a very classic success story.
In addition, community operations are also a big potential market. The online sinking market is relatively easy, as long as the relevant copywriting content is forwarded in different community groups and families, the purpose of hard and wide can be achieved. Private community elevators are also an effective way, waiting for elevators or in the upward process, is the best time to publicize.
Therefore, cross-border marketing in terms of product promotion, can maximize the use of channels, that is, the integration of existing resources, in this way, you can get more than expected traffic dividends. Only by integrating and utilizing multiple resources can we always activate the market in a competitive environment and make progress with consumers.
Brand tonality - establish a practical and effective image
A brand must first have a backbone before it can have branches. Before designing, there must be a brand personality, a brand of publicity creativity. After the decision is made, the packaging design of the product is created according to the requirements. The initial impression of the outer packaging of the product affects the shopping experience of consumers and affects the choice of consumers. Therefore, brand tonality is very important, do the following two points, in order to become a well-known brand.
- Eye-catching design
Loyal users who are familiar with the product, changing the original packaging design will give people a bright feeling. The high recognition of itself, coupled with the youthful packaging design, is a booster for food companies and consumers. Loyal users will become the publicity of the brand, so that friends who are not cold to the brand will begin to pay attention to it, and improve the brand's industry competitiveness.
In addition, the benefits of a good design that shine brightly are often multifaceted. In addition to the brand itself, it will also have a certain influence on society. The packaging design of Hanshui Selenium Valley Mineral Water, which has won international design awards, is like this. In the inner packaging of mineral water, there is a "Qinling Four Treasures", the normal sale of "Hanshui Selenium Valley Mineral Water", under the action of the magnifying glass of water, can perfectly display the hidden pattern, consumers can not only quench their thirst, but also get visual satisfaction, which shows its uniqueness.
2. Stories that touch people's hearts
Determined the tonality of the brand, found the main heart, the following is to design a touching brand, so that people can easily accept, instantly have a sense of awe for the product story. Let consumers willingly pay for products.
Product packaging design is a joy at first sight, and the richness of product stories can be tireless for a long time. Therefore, more important than the design, it is the product description after the design. If you want to get the approval of others, you must first impress yourself and express yourself sincerely enough. For example, Jiang Xiaobai, a bottle of wine a story, a sentence a NetEase cloud. It's simple, but it's worth it. Another example is "He Gan" liquor, which expresses another open-minded attitude. Therefore, the attitude outside the brand, the tonality within the brand, is very important.
Jiang Xiaobai is the loss of a person, and He Gan is the open-mindedness of a group of people. Both have their own uniqueness, but both are nothing more than ingenious ideas and consumer group control. Make the product delicious and fun, and win the consumer.
In short, packaging design is the icing on the cake for the product itself, through the appearance, grasp the main force of young consumers, keep up with the trend of the times will not be wrong. However, as an independent brand, it is necessary to maintain its own personality, not to go with the flow, coupled with long-term product refinement and publicity strategy, in order to truly get the recognition of young consumer groups.