Advertising Communication in Packaging Design

"There are profound advertising principles in the package"! When consumers have face-to-face contact with a wide range of products, the packaging itself is the most important carrier of product information, and becomes a direct incentive to stimulate consumers' desire and determine consumers' purchase behavior. In addition to the basic function of protecting products, packaging design plays an increasingly prominent role in the dissemination of advertising information.

Packaging is an important part of commodities. The functions of packaging mainly include four aspects: product protection, storage and transportation, sales promotion, and profit increase. In addition to the above four functions, the advertising communication function of packaging has received extensive attention in recent years. The advertising function of packaging is reflected in the fact that product packaging can be used as a carrier for the advertising information of packaged products or even other products. As the carrier of advertising information, packaging design can include advertising communication elements such as brand, trademark, product slogan, advertising image, advertising picture, and product information. When consumers read or browse the packaging text or packaging pictures, the advertising communication function of the packaging is realized virtually.

Analysis of advertising communication effect of packaging

Advertisement is essentially a mass communication activity that disseminates information about products or services through specific media for the purpose of promoting sales. Packaging design is also a creative expression of product information and visual communication with consumers. Excellent packaging design has an outstanding function of promoting sales. The commonality of packaging design and advertising communication in terms of purpose and creative expression of information provides realistic conditions for the realization of packaging design advertising communication functions.

Specific forms of advertising communication in packaging design

Packaging is an important carrier of product advertising information. In packaging design, the main information elements conveyed include product name, brand, trademark, manufacturer, raw materials, etc. These information are also information elements in advertising communication. Advertising communication expresses these information creatively, either in visual representation or in auditory representation, and communicates the creative information with target consumers through advertising media. Visual information performance in advertising communication also often appears in packaging design. In this sense, product packaging has become the carrier of product advertising information.

In addition to the common information conveyed in packaging design and advertising communication, information elements such as slogans, advertising spokespersons, commercials or visual images in print advertisements are often reflected in packaging design. Reflecting the communication of advertising information in the packaging design can make consumers recall the advertising picture when they come into contact with the product packaging, and the packaging design and advertising communication cooperate with each other to strengthen the effect of advertising communication.

Packaging design becomes an integral part of the advertising campaign. In marketing communication, advertising campaigns with different themes are often carried out according to changes in the marketing environment. In the development of advertising activities, the coordination of various means of communication and communication activities is required. Packaging design can be used as a means of communication, reflect the theme of the advertising campaign, and become an integral part of the advertising campaign.

Packaging becomes the advertising carrier for other products. When the social penetration rate of a certain carrier exceeds 20%, this carrier can be regarded as a mass media. For products with large sales volume and high market share, product packaging has already met the requirements of becoming a mass media to some extent. Through the market circulation channel of the product itself, the advertising information attached to the package can accurately reach the target audience. In advertising communication, you can choose the packaging of other products that have a high overlap rate with the target consumers of this product, strong product correlation, and large sales volume as the carrier of advertising information dissemination.

The packaging itself is the advertisement of the product. Due to the uniqueness of the packaging design itself, there is a unique directional relationship between the packaging and the packaged product. When the packaging appears in the consumer's sight, consumers will think of the corresponding product and brand even if they have not seen the text information. Packaging design has become the most direct advertisement.

First of all, conceptually, marketing managers and packaging design workers do not clearly understand the advertising communication function of packaging. In actual packaging design and packaging management, packaging design cannot be considered in combination with advertising activities and marketing activities. The communication carrier resources of packaging are not fully utilized, and the lack of cooperation between packaging design and advertising communication activities leads to waste of packaging advertising resources.

Secondly, in the actual application of the packaging advertising function, some one-sidedness has occurred. Some brands simply pursue the effect of publicity, deliberately pursue the uniqueness and visual impact of the shape, ignore the consistency between the packaging and the brand image, and ignore the function of the packaging itself. Excessive packaging makes consumers feel disgusted, but to some extent weakens the role of packaging advertising. There are also some brands that only regard packaging as the "skin" of the product, and do not realize the advertising communication function of packaging. They simply design packaging from the product and package for packaging.

It is precisely because of the existence of the above problems that the packaging design has not played its due role in advertising. In modern society, the advertising communication function of packaging design has been more and more widely used and brought into play. In the market environment where product competition is fierce, the advertising information dissemination function of packaging will definitely get more attention.