Summary of content: Different marketing formats also project changes at the consumer level. Under the influence of different marketing formats and customer psychology, consumer behavior will have obvious alignment. For packaging design, how to align with marketing formats is particularly important. Designers can not ignore the fact that long-term use of a certain set of ideas to design packaging will certainly fall into the routine, hindering the sale of goods.
Keywords: marketing, packaging, packaging, design, strategy, packaging industry as the end of the 20th century China's rapid economic development of the industry, more and more attention and attention by all walks of life, in addition to the popular packaging manufacturers to make profits, but also driven Printing and other peripheral industries flourish. However, when we look at the merchandise around us, we find more and more similar packaging designs. After a new packaging design appears, more products will follow. This imitation of the vortex makes the company's brand confusion, but also caused the consumer's visual confusion, so that many commodities in a disorderly state of competition, but also make the true meaning of packaging design is distorted. How to build packaging design under the premise of market culture, study more marketing formats and different levels of consumer behavior, accurately grasp the consumer market and design positioning, will be the key to design success.
In the consumer market, we often face three forms of marketing: retail (small owners), self-selected, and specialty stores. We should adopt different packaging design strategies for different forms of marketing formats.
First, small owners marketing business
Small owner marketing is also a traditional form of retailer. This kind of commercial form is often located in the villages and streets of the new villages where the residents are concentrated. The area is small, and some are still the front-end homes. The purpose of people to buy goods is very clear, there is little room for selection of goods, and the shopping environment is poor. The people who visit are mostly nearby residents. Since it is a small business operation, purchases are mostly settled by cash. In order to avoid risks, shopkeepers have a large randomness of purchases. They tend to favor cheaper goods and better-selling goods, and adjust their goods and shipments according to demand. Seasonal and climate change, selling hot pot seasoning in the winter, selling beer and cold drinks in the summer. For this type of sales, it is more necessary to study the psychology of the shopkeeper when researching consumer psychology, because the shop owner is also a buyer, and their purchase behavior actually represents a part of the consumer group. When designing, the cost should be controlled as much as possible. On the one hand, the size and weight of the product should be controlled so as to be suitable for timely and convenient short-term consumption behavior. There should be no surplus and waste. On the other hand, the packaging materials and printing costs of commonly used consumer goods should be controlled within 15% of the product price. In general, the sales of simple packaging are widely distributed, with large sales volume and relatively low profit, which is a typical form of small profits and quick sales. Therefore, the design is more particular about the rationality of the use of limited costs, and its skills often reflect the quality of the designer's level.
Second, self-selected marketing formats
The self-selected marketing format, the supermarket, is a brand-new business model that entered the Chinese market in the early 1980s. In general, there are various sizes of convenience stores, supermarket chains, and hypermarkets. What is described here is a large-scale supermarket, which is often located on the periphery of the city center. It has a large sales area, a wide variety of goods, relatively inexpensive prices, and large passenger flow and high turnover. The modern ultra-large-scale market combines multiple functions of warehousing and sales into one, with a very high degree of intensification and a scientific and standardized management. All products are divided by type, and products of different manufacturers are collected in a queue on the shelf. The competition between commodities and commodities is reflected in the attraction competition, which is the best place to reflect the eyeball economy. According to the survey, people are impulsive and arbitrarily consumed when they are tempted by a certain product. Impulsive consumption means that when people visit supermarkets, they will be included in the shopping basket when they are attracted by a certain product; casual consumption refers to customers who, after being tempted by a certain product, abandon the original program and choose to attract him. Whether it is impulsive consumption or discretionary consumption, attracting attention and inducing interest are all important conditions for facilitating purchase. According to statistics, in supermarkets with more than 8,000 products, the average time for customers to stay in front of each item is about 0.3 seconds, which means that which product can capture the customer's eye in 0.3 seconds, which is also The sales have won the opportunity. For the self-selected marketing business, the most important thing is to make packaging design has a strong visual impact, while studying their own products but also to study the design of similar products and similar products. For example, display language such as regional colors, stacking structures, text forms, and display methods is used to discard the commonly used visual elements and combinations of peripheral products in the design, avoiding the visual appearance of small and scattered point-like packaging, and making the packaging display surface as much as possible. Brings eye-catching appearances to shelves, enhances visual distance, and facilitates buying behavior.
Third, the store marketing business
Store marketing is a form of traditional retail business to modern business. It can be an independent store or a modern shopping center with boutiques and specialty cabinet clusters. It is usually located in the bustling business district of the city. It wins high-level consumer groups with distinctive brand personality, fashionable, high-grade goods, comfortable and elegant shopping environment, and thoughtful and meticulous service marketing concept. This high quality is unmatched by the marketing markets of other formats. The customers who consume here are mostly successful people in the well-to-do society. They value their own status and image, require different levels of consumption and consumer atmosphere, and when customers buy goods, they also buy culture, which is a double enjoyment of material and spiritual. Self-affirmation.
Store marketing is the most closely linked with corporate CI strategy. Despite the high cost of one-time investment, considering the profit of the retail market and the long-established brand building, powerful companies still enjoy it. Therefore, the packaging design of the store should first focus as much as possible on the company's brand and cultural propaganda. When designing, consider the decoration style of the store, integrate the atmosphere of the package design and the store, and create a brand culture atmosphere. Second, the design should reflect fashion and personality, study the development trend of the world design trend, and stand on the forefront of fashion and fashion; Third, it reflects high levels and high grades. The local and details of the packaging must not be ignored, the packaging materials should be selected on the grade, and the packaging process must be refined. The packaging form can be large and excellent, it can also be small and fine. The high-end and exquisite packaging makes people like to use repeatedly, keep it well, and have a strong ability to continue the advertising effect of brand memory and mobile advertising. The packaging of specialty stores is a design where consumers bring corporate culture, brand awareness of priority, and individuality to home. It expands and expands the meaning of packaging. Its consumption goes beyond the scope of tangible goods. Design works also reveal more culture. content.
The differences in marketing formats also project changes at the consumer level. Global economic integration has increased the competition among various countries' economies and various enterprises, and the segmentation of market consumption is also inevitable. As a spokesperson for corporate image, packaging has always placed attention and interest in designing the top priority in the implementation of the important duties of protecting products, facilitating transportation, and promoting sales. It has been constantly seeking new products, seeking change, and seeking differences. The terminal creates the most beautiful form. The culture is diverse, the needs are diverse, and the requirements for design are also broad. Only under the influence of different marketing formats and customer psychology, consumer behavior has obvious alignment. Designers cannot ignore such facts for a long time. Applying some kind of thinking to designing packaging will surely fall into the routine and hinder the sale of goods. For packaging design, it must not only have the impact of visual form, but also have the visual affinity and persuasion, and will have the consistency of market behavior.
â– Shao Ping
Decoration 2006 No. 01