New Product Packaging Design Scheme--Analysis of Packaging Elements

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.

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 layout and specifications of product packaging have an obvious impact on the product packaging effect. Especially for fast-moving consumer goods companies, innovation and breakthrough in product packaging layout and specifications will certainly bring huge market effects to your products.

Fifth, the appearance and shape of the packaging

The shape of the package is divided into inner and outer shapes. Especially in the Chinese wine market, the shape of the product can be described as rich and colorful.

Under normal circumstances, the shape of the product packaging is relatively single, mainly considering stacking in the transport process and display in the terminal display. Despite this, consumer product companies have not forgotten the opportunity for innovation in product packaging on the precious packaging.

First, the traditional box packaging. Most of the packaging considers the stacking, or chooses outsourcing on the outer packaging. Therefore, the box packaging we see in the terminal market becomes the mainstream of the market.

Second, round-shaped packaging has also become a trend. The round-shaped packaging has a strong sense of overallity and generosity. Consumers are also more convenient to carry, and Chinese consumers pay great attention to the use of packaging in the packaging. Therefore, the round-shaped packaging just satisfies the idea of ​​a full round of Chinese consumers. Therefore, round-shaped packaging is also an attractive form of appearance for consumers.

Third, the diamond appearance packaging. Diamond-shaped appearance packaging is actually a general rule about regular polygons. In order to create product differentiation, many companies have selected diamond-shaped exterior packaging for new product development, highlighting product personality and differences.

Fourth, shaped appearance packaging. Shaped appearance packaging is a kind of partial asymmetric packaging design that companies use to display the product brand positioning. The appearance of this packaging has played a very good role in creating an agreement between the product and the brand value. We can see that the blast furnace used the Huipai dwellings as the shape of the upper end of the product, which better conveyed the brand concept of the concept of positioning the home of the blast furnace.

In the internal packaging of the product, different shapes also give the product many surprises. Especially in the area of ​​traditional consumer goods.

First, the tower desktop package. At present, liquor companies are the most extensive in the form of packaging. White spirit companies mainly based on Wuliangye mainly use this type of tower-top internal packaging, and Wuliangye will make the tower-top packaging as a building body and become an important part of its corporate culture.

Second, cylindrical inner packaging. New type of liquor companies prefer this kind of inner packaging, which is mainly simple and easy to be accepted and carried by consumers;

Third, the box type packaging. Anhui liquor companies prefer this kind of packaging. The water chestnut is clear and full of vitality;

The above packaging is mainly used in the inner packaging of glass products and some transitional shapes are used in the middle.

Fourth, the inner packaging. Kouzi Pit is using this kind of cognac liquor production company, highlighting the brand positioning and core value, because the mouth of the cellar chose a deaf woman as spokesperson.

Fifth, shaped packaging. Mainly some of the more functional use of liquor.

Sixth, packaging features and key node processing

Packaging in the process of forming a holistic, impactful focus is a combination of skill and critical node processing skills. The packaging product portfolio emphasizes coordination and consistency, while the key node processing emphasizes perfection and exquisiteness.

1 The first packaging combination is color consistency. Inner and outer packaging color consistency is very important for product packaging harmony, especially for consumer goods companies, in order to make consumers cognizant not to produce unnecessary trouble, many companies have chosen the principle of consistent internal and external packaging main screen, can be described as a relatively simple and simple method.

2 The internal and external coordination of the package shape. Inside and outside packaging should be consistent in style, to avoid the appearance of huge inconsistencies in the color, shape, and material of the outer packaging and the inner packaging. Internal and external packaging coordination is mainly taking into account the brand heritage and dissemination.

3 The appearance of the packaging product line is consistent. Under normal circumstances, in order to form a certain degree of protection for new products, we need to form a relatively complete series of products and ensure that the style consistency of product packaging is also the focus of the packaging portfolio.

4 The principle of consistency in the style of the packaging text. The texts appearing in the packaging include trademark texts and non-trademark texts. It is necessary for us to coordinate and coherently handle text styles based on the positioning of texts so as to avoid major transitional effects on texts. $Page break $

Key node processing is mainly reflected in the perfection and refinement of the transitional part.

The perfect pursuit of packaging in the manufacturing process is the basis for quality packaging. Therefore, as a liquor production enterprise, it is important to look at the details of the packaging. It is mainly the planar part and the transition part that require a lot of specific skills.

1 Round transition and standard

2 Planar section uniformity and fine processing

3 The color of transition is natural and aesthetic

4 Specification and integration of visual and written use.

Seventh, highlighting gender characteristics of packaging

Packaging is also gender-specific. Not only that, people can basically judge consumers’ age, tastes, values, etc. through packaging. This feature of packaging tells us. Competition for packaging elements has entered a very sophisticated era of subdivision, allowing us to make naive mistakes in packaging.

We can see that there is a very clear boundary between gender use in beverages. The combination of sex drinks and functional beverages in packaging styles and colors shows that packaging gender characteristics can often be displayed completely through simple elements.

Eighth, packaging brand tone style

There are two direct features of the packaging style, one is the function of product function, the other is the product brand communication function. Product functions include standard function propaganda and sensory function propaganda. Under normal circumstances, standard function propaganda is a kind of explanation that we must do. However, propaganda of sensory functions means we can create creative space.

The other role of packaging is the role of brand publicity, mainly through the packaging itself and the appearance of the internal shape, packaging text style and color use, packaged brand advertising language and other combinations to convey brand attributes and values.

People rely on clothes to ride on saddles and goods to sell a skin. As the variety of consumer products on the market increases, more and more products need a jumping package to disseminate product information and brand information. We can see that new product element combinations are active in all areas where product packaging can be involved. Therefore, we have reason to believe that packaging is not only a simple material enjoyment for products, but also a spiritual pursuit.

Case selection: Qiaqia seeds, the first brand packaged

The melon seeds are simply a kind of snack food in the daily life of ordinary people in China. Even before Qiaqia seeds appeared, it was hard to believe that melon seeds could also form a brand awareness and preference. It is precisely such a small, common product that Anhui Huatai Food Co., Ltd. has made a pillar industry in Hefei, Anhui, and has created a legend in the Chinese business community. The emphasis on product packaging innovation and innovation is the key to success.

First primary color selection.

Unlike traditional melon seeds, the colors of the seeds are different. The Qiaqia seeds adopt Chinese traditional red in the choice of packaging colors. They are very strong eyes, and they also capture the eyes of Chinese consumers because as a snack food, the main consumption occasion for melon seeds is Winter and various festivals, warm and festive red give consumers a good psychological hint and return of value. Therefore, the use of Qicai Packing is just right and it is totally natural.

The choice of packaging materials is ingenious.

Qiaqia abandoned the simple paper packaging on the packaging materials, which is easy to crack and has poor texture. The heavy and strong kraft paper was used in the product packaging to form a new wave of unique kraft paper packaging on the Chinese market. Qiaqia will also use the peritoneal technology in its internal packaging, so that the high-end image of Qiaqia seeds will be established.

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