Why the packaging design requirements of similar products are higher
The difference between similar products decreases, and […]
The difference between similar products decreases, and the homogeneity of use value between brands increases. Therefore, for consumers: what kind of product can attract their attention, and what kind of product can make them choose to buy. The packaging design of similar products puts forward higher requirements
Creative positioning strategy occupies an extremely important position in the entire operation process of packaging design. The creative component of packaging design is mainly reflected in the design strategy creativity. The so-called creativity, its most basic meaning refers to a creative idea, a good idea, something that no one else has ever had. Of course, this thing is not made out of nothing, but is recombined on the basis of existing experience materials. Positioning strategy is a design strategy with a strategic vision. It has the characteristics of foresight, purpose, pertinence, and utilitarianism. Of course, it also has limitations. Creative positioning strategy is the core and essential factor for successful packaging design. The following packaging creative positioning strategies play a pivotal role in packaging design.
1. Differentiation strategy in product performance
The differentiation strategy of product performance is to find the uniqueness that similar products do not have as the focus of creative design. The research on product function or performance is the first prerequisite for a brand to go to the market and go to consumers. Some products of the same kind are of similar quality and their respective expressions are also very similar. How to highlight the distinctive features, can not let go of any small features in the design. For example, the packaging design of washing powder. Most washing powders emphasize clean, clean, refreshing, and clean in the packaging design positioning. Therefore, green, blue, cyan, etc. are used in combination with white in the color of the packaging design to highlight their positioning ideas.
2. Differentiation strategies for product sales
The differentiation strategy of product sales mainly refers to finding the differences of products in terms of sales objects, sales targets, and sales methods. The product is mainly aimed at which level of consumer groups, that is, the positioning of the social class, whether the consumer is a man or a woman, is it a young person, a child or the elderly, as well as different cultures, different social status, different living habits, and different psychological needs. Product sales area, sales scope, sales methods, etc. affect and restrict all aspects of packaging design. The main consumer group for children's products is children, but the main purchasers except children in the target consumer group are their parents and elders. Therefore, in addition to the design of packaging, children are considered in terms of graphics, colors, text, and layout. In addition to his preferences, he must also consider his parents and his elders’ mentality in expecting a son to become a dragon. Therefore, some products are packaged with some knowledgeable or interesting stories. Although these contents are not very related to the product, they do have parents' attention to the mental development of their children. From the perspective of sales methods: one is its sales channels, and the other is its sales methods. Different products will adopt different sales methods and goals in different periods, different environments, and different seasons.