Don't ignore the power of packaging

All creative inspiration and design strategies come from the market

"There is no right to speak without investigation!" Chairman Mao's remark also applies to design. When we receive a design task, we must spend at least 2/3 of our time researching and thinking, and we need to spend 1/3 of our time. The first time to contact the product is not to think about how beautiful the packaging design is, but to develop a packaged overall design strategy through a series of investigations and studies on industries, companies, products, and consumers. Determine the style, form, and content of the package. In short, the more systematic the investigation is, the more thorough the analysis will be, and the more certainty the product will win the terminal. At this point, we are particularly worth mentioning in the packaging design process of the Dong-E Ejiao Group's kidney product Hai Long Jiao Oral Liquid.

Understanding the business is as important as understanding the product. In 2003, Dong'e Epox Co., Ltd. re-adjusted its corporate positioning to create China's No. 1 tonic brand. Initiate a strategic shift from female nourishment to comprehensive nourishing. At this time, men's nourishing pharmaceutical products ------ Hailong plastic oral liquid introduction, unique product composition, excellent nourishing value, precisely carries the historic role of the strategic breakthrough. Therefore, in the packaging design, in order to pursue the visual unity of the series of products, Halongjiao oral solution adopts a design method similar to that of Ejiao. The result is counterproductive and there is a strong visual confusion in terminal sales.

In-depth analysis of competitive brands. Looking at the development of China's kidney products, from the early Yan Sheng Bao Bao Ye to the last two years of Zhang Daning, from Hui Ren Shen Bao to Tai Chi Bushen Yishou Capsule, product updates faster and faster. Kidney products can be roughly divided into three categories: Warming Kidney Deficiency, Quick-impacting impotence, and Warming-up. The packaging design style is mainly warm, heavy, and strong. Most of the colors are mainly red, and patterns such as kidneys, pines, cranes, dragons, etc. are used. The brand fonts are mostly black body and calligraphy, and the terminal impact is stereotyped.

Looking for a consumer design language. According to Dong'e Ejiao’s corporate positioning and our newly formulated marketing strategy for Hai Long Jiao Oral Liquid, our target consumers are those 35-55 years old, who have certain spending power and quality of life, are not satisfied with their health, and are not large enough. The wrong man, but the vast majority of the final purchase of their families is their family, exactly the wife. We must take into account both the traditional population and the decision-making purchasing group. In terms of packaging design, we must jump out of the traditional thinking, meet the characteristics of products, and find out the consumption design language of Hai Long Jiao oral liquid.

See the clouds, clear the meridians for packaging

After a great deal of investigation, research and analysis, we finally found several major design breakthroughs for Hai Long Jiao oral liquid:

Breakthrough 1: Adhering to the corporate philosophy of “integrating wisdom from ancient and modern times and creating a healthy life”, the company digs deeper into the cultural connotations of Dong'e Ejiao's traditional Chinese medicine for more than 2,000 years. The products are simple, elegant, implicit, and profound, both modern and reflective. Traditional culture develops.

Breakthrough 2: Avoid product confusion, using the main image, color, composition, and process four major visual distinctions. Using the visual contrast of the background and the text, the brand is effective and the brand is effective. Strengthen brand memory and enhance the audience's psychological resonance.

Breakthrough three: strive for beauty, quality, affinity must be consistent with the inherent quality and value of the product, just right to highlight the positioning of the product in the high-end, to bring additional benefits to consumers and psychological satisfaction.

The three breakthroughs complement each other and fully reflect the new packaging design strategy of Hai Long Jiao oral liquid: based on historical background culture, the pursuit of modern visual claims.
Arranging troops, good strategies need to achieve the performance of the system

As we all know, pharmaceutical packaging must be marked on the drug name, specifications, main ingredients and many other things. Such a wide variety of information must be reflected in the packaging of pharmaceuticals. Designers need to be positioned according to the situation, distinguish between the primary and the secondary, and arrange them in a unified manner. According to the principles of the three major planes, colors, and three-dimensional structure, under the premise of ensuring the integrity of the content, boldly generalize and classify the statements. In this regard, we focused on the design strategy of “achieving historical background culture and pursuing modern visual claims” and started a large number of data integration work on products.

Modern packaging is no longer merely a list of simple words or designs, but is illustrated. This exactly coincides with the simple but practical “Crossing 1+1 Model” that we have gathered for many years of packaging design experience: a brand font that is both eye-catching and beautiful, plus an existing beauty and affinity The main image of the subject constitutes the main body of the content, highlighting the product sales proposition.

In the packaging of the main body image, we collected a lot of information about companies, products, etc. At first, the company suggested that we use the dragon's graphics, and we think that the dragon's graphics are only superficially related to the product name, not enough to carry the product's inherent qualities. At the brainstorming session, the Dong-E E-Jiao Museum has a picture of rich ethnic flavor and chewing gum scene that caught our attention. Using grand lacquer scenes combined with special performances of decorative painting can fully reflect the long-term and profound business of the company. Historical and cultural backgrounds can also be consistent with product characteristics. Everyone unanimously adopted it as the main image of the package, and sent people to DongA to shoot and contact copyright matters. In the category name, we chose Liu Bingsen's official script. The Zhuang Zongfang echoes the main image.

In the packaging composition, in order to ensure the visual impact of the category name, we use symmetrical symmetry, specifically to divide Hailongjia oral liquid into two lines, and the font size is very large, and the special process of bronzing is used to occupy the packaging. One-third position. The functional appeal “warm kidney yang” is placed between the top and bottom of the category name, so that the customer's efficacy on the product is clear at a glance. In order to distinguish from other packaging colors, "Halongjiao Oral Solution" is mainly apricot-yellow, accompanied by red, special silver, and special gold adjustments. The colorful jumpy decorative painting is changed to monochrome dot matrix effect, and the overall package highlights. Cultural heritage, gorgeous quality.

According to the consumer's visual process habits, the main image, brand name, category name, and general information are serialized one after the other. After a new visual integration, Hailong Oral Liquid quickly realizes the original intention of designing the consumer at a glance!

Packaging upgrades must be subtracted from the market point of view

Packaging is constantly reviewed and improved to achieve development and maturity. In the early stage of creation, the design is doing addition. In the later stage of creation, it is doing subtraction, deciding to remove those unnecessary decorations, and expressing our opinions with the least elements. Therefore, relevant personnel should constantly review their performance in the market, constantly compare and adjust them, so that they become mature and stable commodities.

After the listing of “Halon Gum Oral Liquid”, we have been paying close attention to the feedback of packaging effects. The overall market response is good, but a terminal salesman puts forward his opinion. If the top of the package is seen from the top It is in the opposite direction, and what we considered when designing is that consumers turn over to see the back and look at the top of the process in the hand. We timely adjusted in the second printing, “understand the market to design the market” The argument was again confirmed!

Market Design from a Single Product

Design is not for decoration, but it is to talk to consumers. The mature design is full of spirituality and beauty, able to express the designer's thoughts, hit the Eyes of consumers, and stimulate the soul of consumers. Only by jumping from the design to the design, jumping out of the industry to see the industry, and using the company's vision and the eyes of consumers to examine their own works, can we ultimately achieve market design. Its main performance in the following three aspects:

(I) Market-oriented packaging needs to meet three major principles

Principle One: The first eye effect highlights product sales claims.

When consumers see it, they know it is food or medicine. For example, foods use warm colors, high-definition product morphological images, and popular fashion expression subjects; medicines use more colors, fresh and clear styles. In addition, packaging should have the role of consumption instructions. Must have enough information to allow consumers to recognize their particularity and deliver product information as soon as possible.

Principle 2: Establishing visual barriers and jumping for rivals.

The sensory enjoyment created by consumers' demand for novelty and strong, jumpy packaging designs will help the product to stand out from the competition, allowing consumers to observe, observe, and generate purchasing behaviors, while at the same time achieving the ideals pursued by the merchants. Package Design.

Principle 3: Terminal display composition, making packaging the first language to communicate with consumer terminals.

Packaging design is an integrated radiation-transmitting design. In the promotional environment related to packaging design, the terminal should take the product itself as a basis and packaging as the center, supplemented by corresponding advertising and various promotion methods to achieve image unity and significant effect.

(II) Market-based packaging needs matching and diversified performance methods

Color: Shows product features through color expression. With its clear hue, it arranges product color trends and achieves the goal of both change and harmony and unity through multiple adjustments of lightness, purity, and hue.

Composition: Miles Shepard, one of the chief proponents of the literary survey, said: “Arrangement design must be easy to visualise, and you must be aware that there must be no place for the reader to be confused in the composition.” Choreography should follow Natural reading order.

Process: The design plan is the first step of packaging design. Only when the material is used in conjunction with the application of various processes, it can be fully implemented to form a complete package. Appropriate application of special technology will enhance the packaging's sense of quality and beauty; it will achieve the effect of icing on the cake and doing more with less.

(3) Practice is the only standard for testing market-oriented packaging

Good packaging comes from life, it may be a trace of the details of a life. The spirituality of packaging means that packaging can make the connotation of the product appealing, and it can best reflect the traits that the product itself impresses consumers. Obviously, the packaging design of “Halon Gum Oral Liquid” fully meets the above design requirements, and the role of increasing sales force is also a matter of course.

Author: Liu Dalin Source: Global Brand Network