The significance and basic requirements of product packaging planning

The significance and basic requirements of product packaging planning

Chain store companies often purchase or bring their own products in a containerized way, and then sell through the logistics process of sorting and packing. The role of packaging has changed from passive product protection to active self-promotion. Competing with a competitor and displaying his own grace, he has become an important task for chain planners.

1) The significance of product packaging planning. In the modern chain business warfare, the use of packaging to promote the sale of goods has increasingly become one of the marketing tools of enterprises. This is mainly due to: First, as consumers' living standards continue to increase and incomes increase, they are willing to facilitate the packaging of goods. Beautiful, reliable, fame and social prestige pay a little extra money, especially when buying as a gift, the packaging luxury is one of the factors that consumers decide to buy. Second, companies are increasingly aware of the merits of exquisite packaging for establishing corporate image and brand image. Some companies even believe that each box should be a signboard and should be the driving force for consumer purchases. Of course, both companies and consumers, while requiring packaging and protection products, convenient transportation, easy identification and favorable sales, also require packaging economy, otherwise, excessively high packaging costs will inevitably affect corporate sales and consumer purchases. And it is also unfavorable for the expansion of sales. The significance of a successful chain operation product packaging planning is mainly manifested in:

· Can add luster to products. Planning and packaging suitable for the product, especially with the decoration, can make the product shine, and it is unique in the similar products to achieve the purpose of promotion. Packaging is a "faithful, silent salesman." Well-designed and produced packaging can often attract consumers' attention and give consumers a sense of enjoyment, thus inspiring their purchasing desires.

· Can increase the added value of goods. Well-planned packaging, or unique style; or beautifully decorated; or symbolic; or easy to carry, keep and use; or can be reused. This will increase the value of the product in the minds of consumers. Consumers are often willing to buy at prices higher than those of ordinary packages to satisfy certain psychological needs. In this way, packaging also greatly enhances the added value of goods.

· Can establish a good corporate image and improve the company's visibility and reputation. On the streets of the capital, Beijing, people who saw the "Yantha" "Scitech" handbags couldn't help but look around. Consumers were also proud to have "Yansha" and "Site" handbags. Both stores are characterized by “high quality and high-grade” boutique sales. Bag packaging further enhances the popularity and reputation of the two shopping malls, greatly expanding their social impact, and thus greatly enhancing the business of the two shopping malls. The image makes it a household name, as well as women and children.

2) Basic requirements for packaging planning.

In general, packaging planning should be to attract consumers' attention and stimulate their purchases. Specifically, the basic requirements for packaging planning mainly include the following aspects:

· Help consumers identify products through packaging. Packaging should be a sign that can help consumers recognize and distinguish other similar products. Because of the packaging of a commodity, there are generally relatively fixed materials, colors, and patterns to show its uniqueness and distinguish it from other similar products. Smart product packaging planners often fix their own products for a period of time to facilitate consumer identification. In general, consumers can understand manufacturers, product sizes, and styles through their perceptions, understandings, and memories of product packaging. In future purchases, as long as they come into contact with the packaging, they can distinguish different manufacturers' production. Type of goods, so you can directly promote the purchase of psychological activities of consumers, saving purchase time.

• Instructions to consumers through packaging. That is, the type, size, model, and style of the product contained in the package are displayed in a pattern and a text, as well as the performance, characteristics, and usage of the product. When a consumer contacts a package of a commodity, he can obtain specific information about the product through it, and understand the situation of various aspects of the desired product, thus creating a perception of the product in his mind and prompting him to make a rapid decision. The indication function can not only indicate the purchaser, but also can play a role in advertising.

• Provide convenience to consumers through packaging. The packaging should be easy to store, easy for consumers to carry and use.

·Beauty products through packaging. The appearance of packaging as a commodity should play a role in beautifying the product, improving the appearance of the product, and promoting consumer purchase. If package planners can make products look beautiful, artistic, and give people a beautiful impression through packaging planning, it is easy for consumers to create a house of love and urination, thereby stimulating purchases.

· Make consumers think through packaging. Good product packaging not only has to reflect the nature and purpose of the product more truly, but also indirectly reflects the potential effect of the product, triggers consumers' various associations, stimulates their buying interest, and strengthens their purchasing confidence. For example, colorful food packaging patterns vividly show the shape, color, and texture of the interior food, making it easy for consumers to think about the quality, taste, and taste of the product based on these appearance images, as well as the sense of satisfaction after imagining it.

· Give consumers trust through packaging. Whether a commodity can arouse the trust and love of consumers is the key to its value. Consumers in purchasing activities, although not merely based on the packaging of goods, there is no doubt that good packaging of goods can increase consumers' trust in the goods, especially the packaging of some foods, medicines, health products, etc. The content, quantity, and method of use were indicated on the package, so consumers were given relevant knowledge and dispelled doubts.

Chain management companies can fully adopt their own distinctive packaging strategies based on full consideration of the above packaging planning requirements, such as: similar packaging strategies; package strategy; weight packaging strategy; bonus product packaging strategy; grade packaging strategy; simple packaging Strategy 3 luxurious packaging strategies; interesting packaging strategies; nostalgic packaging strategies; cultural packaging strategies; brand-name packaging strategies; commemorative packaging strategies and gift packaging strategies.

Reprinted from: Fujian Chuangqiang Trading Company