Develop product packaging advertising features

Packaged in the product, in addition to the protection function, there is an advertising function. In the increasingly serious homogeneity of OTC products, we always hope that we can use a method to present the same drugs in different forms to our customers. Undoubtedly, the eye-catching packaging design, with its high visual recognition power, will help the product stand out from many competing products, so that consumers in need will pay attention to, stop, observe, appreciate and generate purchasing behavior. To produce better advertising results for pharmaceutical packaging, the following four aspects should generally be considered:

The customer's psychological needs First of all, as a good package, the designer must understand the customer's real needs for the product. For example, for health products for gifts, buyers may be more concerned about its packaging quality, and the size of the packaging will be based on the use of choice: to give the elders may consider the hue solemn, exquisite style but taboo volume, and send For ordinary guests, friends, or will favor the larger package. Some nourishing products are used to demonstrate the honor and status of consumers. At this time, common packaging designs and materials on the market can hardly satisfy consumers' esteem and curiosity. Only by doing some disruptive designs can Product quality and competition.

If the packaging cost of demand is for some chronic diseases, patients need to pay for the packaging as little as possible because they need to take it for a long time. Therefore, practical and economical packaging should be considered as much as possible. Another situation is that consumers want to simplify the packaging, because some people will think that some packages will not be discarded thrown away, but also take up space, the most typical of the tea tin packaging and some luxury moon cake packaging, health products And nourishing drugs should pay attention.

The role of advertising in packaging requires firstly product value, rather than weakening the value of the product. Packaging that is over-grade or under-grade will weaken the value of the product. Therefore, it is necessary to clarify the cost of packaging that the customer is willing to bear for the product. Is the price of large-sized Banlangen granules more cost-effective than smaller ones? Large packages of cold medicines are cheaper than small packages, but do patients need them? How much packaging will minimize waste? This is what kind of packaging costs are more likely to cause rational consumers to buy desire.

Packaging Convenience for Realizing Demand The moisture-proof and moisture-proof performance of pharmaceutical packaging, the ease of opening, and the convenience of carrying the packaging will all affect the purchase decision made by consumers. Consumers expect that the packaging is often implicated in the convenience of consumption, the most typical is ointment drugs, in the cap design a sharp needle, very convenient to pierce the aluminum seal. There was also a lot of granules used in plastic packaging before. In order to open it, it was necessary to use teeth or scissors. Most of these types of packaging now have a small mouth, which can be opened by gently pulling. This is taking into account the convenience of demand.

To achieve the demand for packaging and communication Careful consumers will find that many pharmaceutical packaging is no longer just a simple text or design, a package that is easy to impress customers is often illustrated. For example, the cartoon graphics of melatonin and the words “young and healthy” on the outer box, together with the pleasing blue, make the packaging very effective. The cartoons of the old man and the old woman have already made people feel happy. How can we not see the lyrical slogans?

Another example is that some products containing historical allusions and rich humanities often have very elegant texts. The strength of the text is enough to lead the consumers' minds in a moment. For example, Hong Kong’s “filial piety map” is a kind of communication. The model. When the packaging of a product can be used to graphically or textually communicate ideas with consumers, or lead consumers to long for it, the packaging of this product is undoubtedly very successful.

In fact, packaging can be divided into two types, namely, rational packaging and emotional packaging. Rational consumers choose rational packaging in most cases, and emotional consumers usually only choose products that are sensitive to packaging. So, before deciding to impress your consumers with package design, think a little more: Do you need to impress consumers with rational consumption or perceptual consumption? Are they more rational or emotional when they make purchase decisions?

Source: Medical Marketing Communication Network