Personalized positioning design of brand packaging

Entering the new century, consumers’ pursuit of high quality and high quality of life has become a current consumer trend and trend. This dominant position established by consumer awareness of consumption provides opportunities for the emergence and development of new products. Provide unlimited business opportunities for enterprises to open up the market. Therefore, in order to adapt to the development of the times, some enterprises have invested scientific and technological forces to carry out scientific and technological innovation, and started new markets with brand products with stronger personalities, so as to meet consumer demand for personalized products. Therefore, economists have already asserted that in the 21st century, companies sell not only products, but also on-demand individualized products based on the special needs of consumers.

Customized on demand

Products need to be personalized and customized according to their needs. Then, the brand packaging that is inseparable from the product should also be an important part of reflecting the company's product innovation awareness and modern awareness. In other words, the brand's packaging should also be simultaneously innovative and personalized design. Emphasizing and innovating branded packaging with strong individualization is very beneficial for companies to participate in market competition. It not only has strong advertising and promotional effect, but also it is easy to reach the sales due to the recent consumer groups, and more importantly, it can display the brand of the company. The image reflects the degree of civilization of a country’s economic development.

Brand packaging is an added value that can not be ignored, including the brand's external packaging, as well as trademarks, mascots, standard Chinese and English fonts and contents, representative colors, auxiliary colors, used materials, and displayed shapes. In the feature. Obviously, it is not an irrelevant issue to emphasize the innovative consciousness and basic personality of brand packaging. Its important role is the face of the brand. When consumers look at their packaging and their heart, the purpose of packaging design has been achieved.

In modern commercial warfare, the era when product packaging merely serves as a supporting role for sales of goods is over. For any brand that wants to win the market and gain consumer recognition, creating a personalized package that is satisfied with the consumer is a part of the company that can't be ignored while creating a personalized brand. For this reason, some companies are trying their best to create creative positioning in the packaging design when they launch their own brand, striving to make it simple, clear, distinctive, giving people a strong sense of modern visual impact and art, increasing the number of cultures and The added value of spirit and other aspects has attracted a large number of consumers.

Such as the wine industry's wine "drunk ghost", Shandong wine "Jing Yangchun" packaging design; home appliance industry Haier "sincere and forever" double prince design; Coca-Cola "popular popularity singer" image modeling. In particular, Coca-Cola's packaging design is very personalized, and its brand name uses a white background with red words and a wave wafts over it. Its exquisite packaging focuses on the harmony of color and pattern. While enjoying the quality of products, consumers also feel the personality of the brand, which further stimulates people’s desire to purchase.

Indeed, the brand's packaging is a culture, but also a product image. After creative design of its ingenuity, it formed the image of commodities and became the object of consumers' emotional choice. In other words, being able to form a product in the mind of the consumer is the packaging, and the packaging is the commodity concept of the product. The concept of commodities refers to the concept that companies rely on tangible product brands to reach the market through marketing channels and win consumers' attention and purchase. Therefore, a brand wants to be positioned in the minds of consumers, allowing people to have a rich connotation of imagination. Its packaging is not only convenient, concise, artistic, and fun, but also has a rich and personalized function. In addition, the brand's vision, hearing, touch, etc. Sensual, it should have a sense of closeness, so that consumers can feel the brand image in the eyes when they buy items in beautiful packaging, resulting in a pleasing effect.

to offer comfort

Brand packaging is a company's quality, reputation and a window that reflects the overall image. It can not only demonstrate the enterprise spirit, operating characteristics and service concepts, but also bring more emotional enjoyment and convenience to consumers. In the past, people used to have such a concept in consumer consciousness: The biggest advantage of large-packaged products is that the price is lower. Because the same product is a large package, it costs less to pack into smaller packages. However, when used, it can cause people to worry about deterioration caused by poor sealing. As a result, some companies have launched a clip-type chain when branding packaging, or they can pack new creative ideas with tight closures. For example, in recent years, exquisite and compact chocolate single packs popular overseas have enabled consumers to eat in batches without fear of deterioration. At the same time, parents can also control the amount of food consumed by their children. Such packaging designed to meet consumers' needs Widely welcomed by everyone.

Keep up with fashion

According to the author's understanding, what many consumers love nowadays is not only the quality and function of the goods. For them, the brand image, special style, and the novel design and unique creativity of the packaging are also the main factors for the purchase of goods. The image design of brand packaging is a very important factor. The shape, content, individualized logo, and color collocation are more and more concerned by consumers. In recent years, due to more and more advances in the technology of printing and color spraying, the packaging colors of products have become more abundant and varied, and even appear to change the packaging of colors as they wish. This kind of personalized packaging that caters to the development of fashion and hot pursuit meets the taste of consumers, especially young consumers, in seeking innovation and change. As a result, companies have actively used their personalized tastes, images, trends, and rich imaginations of the sense of the times to position them, and quickly achieved market success.

With China's accession to the WTO, to meet the individual needs of consumers, will win the advantage of market competition, especially the international market competition. At present, the image planning and design ideas of brand packaging have been highly valued abroad. In the era of new economy, enterprises ignore the packaging will undoubtedly be subject to market sanctions. Therefore, focusing on packaging design and opening a new era of personalized brand packaging has become a practical issue that domestic companies cannot afford to ignore. The introduction of a good brand, supplemented by a refreshing package, and a company that relies on quality to win the market and rely on the brand to capture the market, can be even more powerful in the global economic integration market competition.