Why can't you design a package that the customer thinks has visual impact?

[China Packaging Network News] Is there such an experience, when you wrestle with the packaging designed for customers to show to customers, the customer may see at a glance and say: "Well, although the design is good, but still seems a lack of visual impact!"

The word "visual impact" is what I think is like "high-end, atmosphere, up-grade," but the customer doesn't know how to tell you what design he wants (or doesn't know how to improve your design). Through these words to express his dissatisfaction with your design results, how to do specific? What is the problem? How to improve? There is no clear direction statement. At this time, if the designer lacks experience, he often does not know what to do, and can only redesign without goals. It's as if someone asked you, "Lately busy," and you answered him quietly: OK. OK, in the end it was busy or not busy and did not say clearly.

Under normal circumstances, customers do not understand the design profession. The purpose of the designers is also to solve the problems caused by not understanding the design. So when the customer expresses dissatisfaction with the design results, we must analyze the reasons behind the customer's dissatisfaction with the results, and we also have to re-judge our design results.

However, if you have studied the following five issues from the very beginning of the design, there may not be a package design that the customer thinks is not "visually impetuous."

First, identify the competitors

The goods in the supermarket are exquisite. The shelf on which your product will end up will indirectly determine who your brand will compete with.

For example, if you are packaging a honey product, it may appear later on the supermarket's three shelves:

1 Honey Zone (competition with other brands of honey)

Packaging design should mainly emphasize the differences with other brands, such as origin, variety, grade, etc.

2 Local specialties (competing with other local specialties such as jujube, persimmon, etc.)

Packaging design should mainly emphasize the local representation of the brand, such as regional culture, etc.

3 Health Gift Zone (Competing with Oats, Walnuts, and other Health Gifts)

Packaging design should mainly emphasize the sense of gift and health function

(PS: Of course the above is only an example and does not rule out that there are other situations.)

Therefore, in which area of ​​the product the product is sold, it determines who your competitors and your consumer group are, and at the same time determines where your packaging design form and design need to address the key issues.

Second, improve the probability of the product being discovered

Designers also have a common problem, designing a project that starts with the work of thinking.

Thinking of the work to design a project will always put the results I have designed into the works as competitions, and the winning ideas should be considered in the first dimension. The purpose of our packaging design is not to win prizes, but to help brands sell.

Selling goods must go to the terminal sales environment to observe. The first and foremost question is how the products I designed are found by consumers on the same shelf. Only when consumers are discovered, is it possible to generate a purchase; if product packaging fails to attract consumers' attention, how can they expect to be purchased by consumers?