How to design perfect packaging from customer psychology

In the increasingly serious homogenization of commodities, we are always trying to use a method that allows similar products to be presented to customers in a differentiated form. Undoubtedly, the eye-opening package design, with its sensory height of visual recognition, will help our products stand out from the competition and enable consumers to pay attention, pause, observe, appreciate and generate purchases. The most ideal packaging design pursued by each business.

Therefore, various design proposals put forward by designers are always denied by front-line personnel from the market, but these front-line marketers are difficult to provide clear concepts for the most tempting packaging of goods, or provide more creative outline of the concept, But it always brings designers one or two packages that they think are sales slamming. The fancy packaging of products is always confusing and it is not clear what the manufacturers are selling. How can we design the packaging to impress customers?

First, thinking about packaging

1, the role of packaging

Before discussing the topic of FMCG packaging, we need to think about the role of packaging. Only by clarifying the real effects of packaging on the product and taking into account these requirements in the specific design, can we design conquering FMCG packaging.

First of all, the packaging gives the product a certain form. In many cases, products with no form are difficult to display or display, such as beverages, cigarettes, and other products. Without packaging, the cost of display is large, and it does not reach the desired effect.

Second, packaging has a protective effect on product quality. For example, the “Qiaqia” fragrant melon seeds are packed with a gas-tight peritoneum, so that the unique sales proposition of “Qian Qiaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaabaaaaa

Again, packaging can differentiate products from competitors. Taking potato chips as an example, “Principal” potato chips are easily packaged with other plastic bags due to the use of paper drum packaging, which is easy for consumers to identify;

In addition, packaging should have the role of consumption instructions. The special selling point of many products has determined that its consumption methods are not the same. At this time, packaging design must have enough information to allow consumers to recognize their particularities, otherwise it will result in poor communication of product information;

Finally, packaging makes the product portable. Taking beverages as an example, from bulk to glassware packaging, PTT bottles have been developed to today's, and more importantly, consider the "mobility" of consumption. In addition, the difference in capacity between bottled drinks and paper-packed drinks is mainly due to consumers' mobility.

After understanding the basic role of packaging, comparing the product packaging around you, it is not difficult to find the fact that many packaging designs for fast moving consumer goods basically only reflect one or two roles of packaging, and there is no impressed consumer. possibility.

2, the common drawbacks of packaging design

In a dazzling array of packaging, customers always choose only the products they like. In addition to the popularity and satisfaction of the product itself, the right to speak in packaging design is affecting consumers' decision to purchase. Having both the main functions of the above packaging, the packaging has sincerely rested? In actual fact, some drawbacks in the packaging design often make the customer's hand, which originally took the product from the shelf, drop it again and instead choose other similar products. At this time, we must know where the defects of the packaging are.

In the packaging of fast moving consumer goods, the common design drawbacks are as follows:

Packaging does not highlight product sales claims

Product packaging design can meet consumer demand and ownership, and when a product's packaging design lacks the theme, it is easy to lose to the subject of competing products, which is the product's sales proposition is inhibited. When consumers choose bags of candy, at the same price, he will choose to have festive words and red logo brand or the general only the word brand? The result is self-evident.

Packaging Patterns and Product Contents

Some companies' packaging designs are borne by printing houses, and the design capabilities of printing houses are often uneven. The design of some small printing companies is usually eye-popping. If it is clearly designed to eat plum fruit packaging, but it is printed on the bag of flowers and patterns, this time consumers will find it baffling, after careful observation, usually because of questioning the product level and give up buying.

Packing is sturdy

In order to achieve differentiation, some products are often used to take “shortcuts”, that is, not to form differences through the product itself, but to form differences through the “luxury route” of packaging, which often results in losses. Such as a certain brand of eggs, packaging like a luxury product, there are consumers joke that this thing is reluctant to buy back to eat, that box is also reluctant to throw, the results simply do not buy. It can be seen that if there is a lack of quality product support, excessive luxury of packaging will often be considered as a gimmick, which will eventually result in a veritable and unappealing result.

Packaging does not conform to behavioral habits

For a brand of functional beverage in China, the target consumer is a person with a large amount of exercise, and the packaging is a glass bottle. There is a problem here, glass itself is fragile, in the behavioral habits of their own body protection, glass bottle of functional sports drinks is obviously very difficult to be respected. In addition, some field snack foods often overlook a problem in the packaging design, that is, the packaging is too heavy, many products because of weight or not easy to carry, or the packaging is easily deformed and lost more market opportunities, these are ignored The result of behavioral habits.

Packaging and trends are out of tune

Although today's packaging is a corporate behavior, there are practical trends, such as the quiet popularity of environmentally friendly packaging. Environmental packaging is the most direct reflection of the company’s concern for consumers. Such companies are easily recognized by consumers. For example, direct sales of Amway products basically use environmentally friendly recycled packaging. Such packaging not only protects the ecological environment, but also protects the nature of the product to the utmost extent.

When package design circumvents defects and covers their general functions, our packaging has never been adversely affected. The answer is no, what we need is a package that can impress consumers. How can we get the design inspiration for designing such a package? (to be continued)