Packaging design should be appropriate

Product packaging for products is like clothing for people. The essence of clothing is actually the basic functional requirements, such as protection and protection against the cold. With the progress of human society and the development of human industrial civilization, the basic functional needs of human beings have become a secondary demand, and their decorative and aesthetic functions have become an important demand for use. The needs of the spiritual level have become products. The main use experience. This evolutionary process is extremely consistent with the evolution of the product packaging needs, from the need to meet the basic functions into a spiritual emotional experience that meets the rules of communication.

Let me just carry out a discussion about home appliance packaging design based on personal knowledge and life experience.

Aside from the production and transportation links, from the terminal store to the consumer to reach the whole process, what aspects of the packaging of household appliances will have substantial contact with consumers? For home appliance products, consumers have little chance to come into contact with the packaging of the product before buying, and small household appliances are visually contacted by consumers through the design of the store's heads. After purchase, consumers will have a visual and tactile all-round contact with the packaging of the product. In these two key points of contact, visual cognition will prevail, it can have a certain degree of influence on the buyer's psychological, or goodwill, or bad feeling, or no feeling. Based on the needs of communication, creating a goodwill will be the only result of the expectation. This expectation can be solved through packaging design, and can have a limited impact on the consumer's purchase decision, which in turn adds value to the brand value.

From this point of view, in fact, home appliance product packaging only affects consumer's purchase decision within a certain extent, so we have to reduce the burden of “packaging” in the sales of home appliance products, because there will be no one. Consumers are fancy to buy a certain home appliance package and decide to buy it at first sight. Because this is different from buying high-end perfumes, buying perfumes, a top-designed package, and sometimes it can really make consumers put it down. Even so, the packaging will not be the whole purchase decision, price, place of origin, brand is a more effective factor. To exaggerate its role too much, just like the increasingly heavy schoolbags burdened by pupils' fragile and thin backbones, make us lose our health and lose their healthy growth.

Let me cite a few typical "take heavy" phenomena.

There must be a complete (or complete) product picture on the package. The premise that I agree to have a complete picture on the package is that if the household electrical appliance can be sold without unpacking, this is not the case. I have not seen a home appliance product that can be sold in the terminal without packaging.

You have to add a seemingly reasonable item to the picture of your product. Fans must have blue sky and white clouds and wind, rice cookers must have white rice, cookers must have cooked red prawns, water dispensers must have a clear water. From this, it is inferred that there is a difference in the packaging of the same product of different brands, and the imagination is really exhausted and pale. The Chinese nation is a nation full of imagination. Even in literature, there are rhetoric methods such as metaphor, comparison, exaggeration, and substitution.

The larger the sign on the package, the better. The increase in visual volume can indeed enhance visual impressions or stimuli, but when everything has a degree, over-the-counter is “stupid big” and it can be achieved with a reasonable sense of body mass. Otherwise, the beauty is absent, and there is a good impression.

Product function parameters or tables, or text, in short, detailed and detailed, lest one or two be left behind. But the truth is that consumers are consumers only, and several are electrical engineers. The lengthy and cumbersome parameters are not people's minds or are ignored.

These “bearings” are actually the result of subjective decisions made by our managers or designers because we have forgotten the customer (consumer) orientation that modern marketing has emphasized.

The best way to solve the problem is to make empathy.

If we are a finished warehouse manager or a terminal buyer, we can quickly allow us to identify the product category in order to count the quantity or find the desired product.

If we are consumers, well, first of all, the end of the terminal makes me shine, my heart will be close to you, can not say that falling in love at first sight, at least let my footsteps a little stop. Followed by the smiling face of the Purchasing Guide and the detailed introduction of a very personal experience. I learned all about your products and services, and at the same time I didn't bother to look at the complex table of parameters on the package. Well, I was struck by it. Looking at the beautiful art photos of the products on the package, I came with a good impression (although I didn’t realize it myself), and my brain flashed some sporadic memories of your TV and print ads (if your ads did It's still effective.) Well, it's you. On my way home, it's okay. It's very convenient for me to take it (although I don't know that you've done a good human design).

Obviously, this is the truth of the facts. It will also guide us to find a real solution.

From this point of view, excellent home appliance packaging designs based on communication needs will have the following characteristics:

1. Concise. Information is simple, simple results can enhance memory and reading rate. Moreover, this is the aesthetic trend of modern consciousness.

2. Eye-catching. Eye-catching, preconceptions, this is the first principle of advertising.

3. There is a design. The experience of modern home appliances also requires that packaging enhance the aesthetic experience. The taste is the effective point of brand communication. The essence of taste is culture, and the appearance is visual design aesthetic. If you need a picture of your product, it's best to take a picture of the art. The poor image made by old-fashioned technology will definitely not bring visual pleasure. Showing the most beautiful part of the product to the public, there is nothing wrong with pleasing the eyeball.

4. In line with national regulations. The text and graphic information on the packaging can meet the national regulations. Don't try to make it mystery. The complexity is so disdainful.

5. Uniform style. This is the need for modern brand building. The image is uniform and the information is powerful enough. It is like a uniformed uniform. With each one fighting, combat effectiveness will drop sharply.

6. There are obvious differences in function. For different models of similar products or different types of products, they should be easily distinguishable. For example, using the same layout with different colors, different layouts with the same style, the same style, different local design variations of the layout, etc. are all solutions to the problem.

7. The cost is not high. This is a requirement of the home appliance industry. It is not necessary to use materials and processes. It is not necessary and the cost is unrealistic.

8. Humanized design. Taking into account the convenience of transportation, handling, and carrying on the packaging, it also enhances the brand experience and gives people a good impression before using the product.

Communication, in simple terms, is an effective communication of information. In this information age, we need to do everything we can to make our appeal more effective.

Source: China Quality News Network