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Good packaging is silent selling
Packaging design positioning, as the name suggests, is to determine one's own position. Design positioning is one of the important steps of design conception, which emphasizes consumer-centric, considers the needs of the target consumer group of the product, and delivers the information that can effectively attract consumers to consumers through design, giving them a unique impression that is different. The quality of positioning directly affects the sales of goods.
These two are also apple packaging, and the product positioning is different, so the packaging is displayed in different ways.
Apple packaging design
#产品特色定位
Product characteristics are based on consumer needs, to create a unique marketing reason, it is based on the difference of similar products as a design breakthrough point, the difference between the products is the characteristics of the product.
As a traditional laundry detergent brand, Diaopai occupies a large number of markets, and Blue Moon has created a market with the product characteristics of laundry detergent.
#产品功能定位
The essence of the product is the function, in the packaging to the product function innovation as the design starting point, can effectively distance from similar products, but also can return to the essential needs of consumers, promote product innovation, the function as the starting point of the positioning also includes the function of product packaging, functional innovation.
These two main picture pear paste, no one is good or bad, each has its own characteristics, but for this product function positioning, the left one directly shows "throat clearing and throat moisturizing" as a selling point.
Pear paste packaging design
#产品产地定位
Generally, products with regional characteristics will adopt this positioning strategy, a certain type of product has good quality in a certain place of origin, due to the historical lineage, the natural geographical advantages of the place of origin, and the quality of the product is better than that of other places of origin, such products often highlight the regional culture as the starting point for packaging design.
The rice packaging of this product named "Panjin Rice Crab Field Seed" highlights the excellent origin and shows the production environment, and the selling point of such packaging has risen significantly.
Rice brand packaging design
#产品纪念性定位
In some major festivals and important activities, there are often some packaging with the theme of these activities, and this kind of packaging is designed with the theme of festivals and activity backgrounds, highlighting its commemorative significance or festival attributes, and at the same time setting off the festive atmosphere, it can be a good way to integrate the festival culture of the sales place into the packaging design.
Taking the annual Spring Festival zodiac as an example, the Spring Festival is a big hot spot, which can not only celebrate the New Year but also sell, and also reflect the brand's desire for such festivals and activities.... of attention.
New Year's gift box packaging design
#产品档次定位
Products according to different sales strategies and use purposes will form a difference in grade, the current packaging design, the design often considers the product packaging strategy according to the value of the contents, and the packaging design should accurately reflect the value and connotation of the product.
Even if it is the same category of products, the grade positioning is different, the value is different, and the harvest is different.
F&B brand design
#消费者定位
In the theory of market segmentation, it is pointed out that through the research of the target consumer group, according to the age, consumer psychology and purchase behavior characteristics of the consumer group, the consumer group is further subdivided, and the characteristics of the target consumer group should be highlighted in the visual design, or the functional characteristics of the product designed for a certain type of population should be highlighted, so that consumers can feel the pertinence of the product through the packaging, so that it can produce a sense of intimacy, and because of the pertinence of its design, it can attract the targeted consumer group to consume its products.
Tea tavern brand design
The development trend of modern packaging design is more centered on consumer groups, and the positioning centered on consumer groups is also reflected in the changes made by packaging for people's sustainable development, as well as the design of packaging to experience more convenience and fun when consumers use products.
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