Aug. 02, 2023
Nongfu Spring teamed up with the Forbidden City to launch the "Golden Pig Set" high-end water commemorating the zodiac, which not only won wide acclaim from the society, but also labeled the brand image as "high-end, generous and elegant". In fact, not only Nongfu Spring, but also from Jiang Xiaobai’s copy bottle to the idea of the cup holder of the Little Blue Cup, to Wanglaoji’s red can packaging, there is a problem behind it, that is: an excellent brand, often Comes in a nice packaging.
Today, packaging is not only a product protection case, but also a mobile advertising platform, and it is also the epitome of a brand that carries cultural connotations, and a social symbol that can establish contact with consumers. Marketing is a show, and packaging is the most imaginative show. It is the first step in brand marketing, and it is also the most basic and critical step. A brand's packaging design concept and design level often reflect its brand marketing level.
Packaging is a marketing show
Why do some packaging consumers love it just by looking at it? Why can the same product be sold at a different price just by changing the packaging? Because the packaging carries the added value of the product. In the past, packaging was used to protect products and facilitate transportation, plus the function of product instructions, but in the broad definition of packaging, packaging is actually a part of creative marketing. What functional attributes does a simple package have?
1. Packaging is a billboard, which saves marketing costs for enterprises
In today's society where advertising is exploding, ordinary people receive all kinds of advertising information every day. But most of them will be quickly forgotten. Only by firmly nailing a nail in the hearts of consumers can the product stand out. To achieve this goal, traditional TV advertising and other media are too expensive, and packaging is the cheapest mobile advertising display platform. The most representative is the packaging of Melatonin. Melatonin's packaging is successful because it is eye-catching. Consumers can see the words "melatonin" at a glance no matter they just walk into the store or go to the shelf. In addition, the blue packaging can immediately catch the eye in the red-based gift area. consumers' sight.
2. Packaging is the brand and becomes the first choice of consumers
In recent years, a certain brand of tea has become very popular. Among the labels, the most representative ones are: high price, exquisite packaging, and strong gift attributes. The brand not only invited Apple's royal designers to design offline stores, but also invited famous Japanese designers to design aluminum alloy small can packaging, including the ultimate film tearing experience and nitrogen filling technology. Why does the brand put so much effort into packaging design? Because tea, like moon cakes, is a market with categories but no brands, and it is difficult to achieve differentiation from the tangible products themselves. Only by relying on the unique packaging can the label of "expensive" and "strong gift attributes" of the brand's tea can be truly realized, and then the brand can be established.
3. Packaging is a social symbol that establishes a connection with consumers
Consumers purchase products, in addition to the process of value exchange, there is also the exchange of emotional value and symbolic value. For example, Jiangxiaobai's bottle body copywriting, from the name to the design of the packaging image, to the overwhelming copywriting output, is actually to make the product a friend of consumers, with whom they can confide and drink together. Throughout the marketing process, Jiangxiaobai's packaging was also marked with personified and warm symbols. Only when the packaging is fun enough, users are willing to upload photos to Moments, so that users can truly resonate emotionally in their hearts. Under this social attribute, the brand will naturally achieve a double harvest of word-of-mouth and sales.
RX packaging is a packaging source factory specializing in packaging design, processing, customization and production. Since its establishment more than ten years ago, it has provided excellent packaging solutions for more than 50 countries and regions around the world, and has been well received.
