New product packaging articles: goods to sell a leather

In the modern commercial society, packaging has not only become one of the most important elements of the product, but also has become an important carrier of urban pop culture. We can see the ever-changing and colorful packaging products in the end products. In the competition of new product elements, the brand culture and value system represented by packaging are increasingly valued by consumers. We have seen consumers retreat from their product terminals. Not only are they enjoying the material satisfaction of modern materials, they are also pursuing the spirit of modern packaging that brings consumers pleasure.

Innovations in product packaging often bring unprecedented freshness and prompts to consumers. In order to meet consumers’ needs for packaging culture, companies are constantly innovating in packaging design and creating a spectacular packaging culture.

New products in the packaging design there is no law you can look for? How do companies apply the packaging in new product innovations? For consumer products, especially fast moving consumer goods, what are the basic constraints in product packaging innovation? We believe that, understanding the packaging elements of new products, below, we will analyze the influence of packaging elements in product innovation, brand image building and promotion from eight perspectives.

First of all, color is the most important visual element of packaging.

Color is the most important visual element of packaging, and color is also the most competitive element of products that consumers are most likely to perceive directly. Therefore, when selecting a color combination, new products must pay great attention to product attributes, and consumers' psychological feelings need color.

The color of the packaging is further elaborated in our "New Product Elements Competition Color". Here, we only analyze the failed new product cases caused by inappropriate packaging, and we intend to draw the attention of the company to the color.

In 2003, Jianlibao Group launched a new product that is said to be the third-generation beverage—Baoguo Steam, which has created a new product category both in terms of product synthesis concept and concept design. Its generous investment in advertising also made it a market hot product in 2003. However, in the use of new product colors, Jianlibao Group made a small mistake, that is, the use of mysterious black as the bottle color.

Beverages as a summer product frequently appear in outdoor products, the chance of exposure to sunlight is very high, and the absorptive properties of black outdoors determine that their products are exposed to the outdoors. It is very easy to cause deterioration of the product due to high temperature. Smart Jianlibao because of the small new Improper use of color in product packaging has caused the product to be confusing in the market, and it is difficult to display the product, especially small outdoor products. Because small businesses rely on outdoor product sales to drive product volume.

If you open up Jianlibao's strategic mistakes, if Jianlibao really painstakingly operates this product, you will find out how simple and naive it is. How far-reaching is the impact of product packaging color usage on a product's life cycle. Therefore, the professional who is engaged in new product planning must be a lover of life. He has a simple sense of life and simple natural knowledge. The planner who does not eat the world is absolutely hard to become a master creative person.

Second, timber is a strategically positioned element of modern packaging.

Packaging materials are also the strategic elements that compose the core competitive elements of new products. With the continuous expansion of material development, packaging materials are becoming more and more popular among consumers. Packaging materials are very important for the display of new product tastes and styles. In effect. We still use modern liquor to illustrate the status of colorful packaging materials in the design of new products.

Modern liquor can be described as a variety of packaging materials, colorful.

From the perspective of packaging, the main materials for liquor packaging are:

Wooden packaging. Liquor In order to show simplicity and elegance, choosing wood packaging is a universal packaging method. Nowadays, almost all liquor companies have wooden packaging and white wine.

Paper packaging. Liquor is now the most common outer packaging or paper packaging, mainly paper packaging is more compatible, and the cost is relatively low, the packaging is very good color matching matching the color.

Bamboo packaging. In Yunnan and Sichuan, because bamboo products are very abundant, it is also very common to choose bamboo products as outer packaging.

Iron packaging. In recent years, iron-made outer packaging has become a new trend in white wine packaging as consumers have favored it. Many liquor companies have used iron-based materials to the extreme in outer packaging.

Plastic packaging. Plastic outer packaging has also become a new darling of domestic liquor companies. We have seen many companies choose to use plastic products as product packaging to create another style of liquor packaging.

Glass packaging. The relatively high-end liquor products have the choice of transparent glass as the outer packaging, and the liquor is crystal clear and well-fused with liquor liquor, which shows a very rich product association. In particular, the inner and outer packagings are made of glass products, which are transparent in both layers and reflect light and shadow, revealing a very delicate product experience.

The above packaging looks only in the six major categories. However, due to the many small categories in the big category, the actual use of product packaging is much more abundant.

For example, in paper-based packaging, paper products are classified into more than 60 categories and more than 100 varieties. In this way, thousands of packaging styles can be created on the outer packaging of white wine. Transferred to other metal packaging, so that the iron packaging has become a veritable metal packaging, therefore, packaging materials in rapid consumer goods packaging changes can be described as changeable, creativity is folded out.

The product packaging also constitutes the most important part of the product packaging, or the use of white wine as an example to see the use of FMCG packaging, the FMCG packaging material summary.

Glass bottle body. The glass bottle body is still the most used material for liquor. The main reason is that the bottle body itself is relatively inexpensive and easy to mold, and consumer cognition and education are simple.

Ceramic bottle body. The mysterious and tempting ceramic bottle is also widely used in modern liquor. In modern liquor, the role of the ceramic bottle is another style of high-end liquor.

Plastic bottle body. General low-end liquor uses this plastic packaging design, plastic packaging is mainly for consumers to carry more convenient, plastic bottle body deformation design is relatively simple.

Bamboo bottle. Modern liquor companies already have a portion of white liquor that uses bamboo materials directly on white liquor to form a unique style of direct inner bottle. This kind of liquor has a strong green color and it gives consumers a very delicate feeling.

Paper bottle. In fact, from the perspective of product attributes, paper bottle packaging can also become a new carrier for modern liquor. In particular, the direct use of special paper carriers and wine packaging can give consumers a new consumer experience. In particular, the preferred paper production is an inner packaging company, which will surely create new market differentiation hotspots.

The inner packaging material of the product is also the focus of our attention, especially the inner packaging material of fast moving consumer goods, which plays an important role in creating product differentiation.

Plastic bottles Jianzhuang Liquor of Sichuan Wuliangye Group initially attracted consumers in the market, and the ceramic bottle body used in the mouth cavity gave consumers a mysterious and profound spiritual experience. Liquor inner packaging also faces new market opportunities in material selection. In particular, the emergence of new packaging materials has provided new possibilities for the establishment of packaging innovations for consumer goods companies. Only from the existing package innovation, market space is also very large. Such as paper inner packaging used in beverage innovation and so on. Other types of packaging used in other categories of cross-use and so on. $Page break $

Third, the packaging of text and view ideas.

Packaging text and view ideas form another important element of packaging culture. In particular, the use of words in the packaging, due to China's unique block text, makes the use of text in Chinese enterprise product packaging become the most Chinese characteristics of the packaging material.

The first is the use of fonts for text. There are dozens of types of fonts for Chinese characters. Each type of font has its own history of formation and representative culture. Therefore, consumer goods are packaged in the choice of words or publicity, or rigorous, or conservative, or free and easy. The humanity and agitation of the ethereal or ethereal words represent the perfect combination of Chinese culture and modern business intelligence. However, we have found that Chinese companies are more respected by the letter standards from the West in doing Product VI, but the lack of necessary inheritance for the spirituality of the Chinese text itself has caused the consumers to be more awkward in the tone transfer of Chinese characters. This is indeed a great waste of Chinese language.

Second, the use of words. In the market, we can often see a very awkward text packaging products are very disorderly distribution, is due to text reasons, resulting in the entire package to the consumer to cause a great degree of pollution of the visual, consumers often hate its packaging while also abandoning the product selection . It is a pity.

View angle selection and tonality selection have an important influence on product packaging. We have seen that products are now trying to be more and more cartoons, reflecting people's ambiguity and confusion about increasingly complex graphics.

The text and the view of the package are different in the internal and external processing. Because the inner package has less direct contact with the consumer, the text and view are often more casual, and the outer package is often more cautious in handling because it carries the direct communication function with the consumer.

Fourth, the layout and specification design of the packaging

Packaging layout and specifications are important means for building differentiated consumer products. In fast-moving consumer goods companies, packaging layouts to give new products to enterprises are often driven by decisive market sales.

On July 12, 2004, the emergence of the Red River V8 attracted great attention from the industry and consumers. Its horizontal packaging also changed the vertical layout of China Tobacco and created a new era of product layout in the Chinese market.

The V8 traditionally took up the cigarette trademark "vertical" and used contrasting red and black colors. It was displayed in a beautiful horizontal design. The 9:16 ratio of the humanized design was similar to that of a widescreen on a cigarette case. Of course, with the "V8," which is a departure from the traditional concept of celebration and blessings, the name is very modern and fashionable. It really subverts people's impression of traditional cigarettes. According to industry insiders, among the more than 580 cigarette brands in the country, the trademarks are all traditional vertical designs. Among the high-grade cigarettes with a unit price of 50 yuan or more per pack, there is no one whose trademark is a horizontal design. . In addition, in order to efficiently deliver accurate and complete product information and identification information to consumers, Honghe V8 has been featured in packaging design. The tipping paper adopts a bronzing process, and the color breaks through the traditional yellow-white color. It adopts a noble reddish tone to highlight the V8 highlights. Cigarettes are made of white high-penetration straight-thread cigarette paper, which is in harmony with the trademark, and the aluminum foil color is golden yellow. From the external trademark to the packaging of internal cigarettes, Honghe V8 red, black, golden three Chinese traditional meaning of noble, elegant colors. Its purpose is to give consumers the benefit of beauty. Second, the overall package of the "Honghe" brand is concise and generous.

Honghe V8's creativity reached the industry's hot pursuit. Soon, Dahongying launched its own horizontal version of the new cigarette design, Xinzheng Tobacco Group is to spread the product as a point of transmission, the horizontal version of the launch of Tianhe in the Henan market as a consumer New favorite. It can be imagined that a product packaging layout change gave us unprecedented surprises.

The impact of product specifications on consumers is also enormous. Now we can see that liquor, tobacco, and cosmetic products are all available in a variety of specifications. Consumers purchase it is very convenient. At the beginning of product launch, many companies are still relatively backward in terms of consciousness. The product packaging size is often a magic weapon for the successful listing of a product.

The effect of the layout and specifications of product packaging on product packaging is obvious, especially for FMCG companies, in the product packaging layout