What is the design positioning of packaging?

1. What is positioning design, packaging design positioning

Positioning design is an important part of packaging design theory.

Positioning, packaging design positioning, as the name suggests, is to determine your own position. Design positioning is mainly a method to solve the design concept. What it emphasizes is to consider packaging design from the perspective of sales, convey accurate information to consumers, and give them a unique and unique impression. The quality of positioning directly affects the sales of goods.

Traditional packaging design mainly emphasizes the function of packaging to protect and beautify goods. Due to the development of market economy, the function of packaging design has undergone fundamental changes with the fierce competition in the market. Traditional packaging design concepts have been impacted, and positioning design theory has formed the main characteristics of modern packaging design.

Without competition, there is no need for packaging design positioning. The more intense the competition, the more necessary it is to create a positioning image that surpasses similar products. It can be said that whether the positioning is appropriate has become a key factor in whether the information can be accurately conveyed to consumers. Food packaging knowledge often mentions that whether it is product modeling, product packaging, advertising and other designs, positioning issues are involved. Therefore, it is necessary to understand the positioning idea and master the basic elements of positioning design.

2. Three basic factors of positioning design

Positioning design divides the information to be conveyed into three basic factors:

The first is brand positioning; Also called trademark positioning and manufacturer positioning. Trademark positioning focuses on the performance of product brand information and brand image. Trademarks and brands are the guarantee of product quality. Brand positioning is very important for the packaging design of new products and well-known products.

The second is product positioning. It indicates what it is selling on the packaging and decoration, so that buyers can quickly identify what kind of product it is, what characteristics it has, and whether it is a cheap mass product or an expensive high-end one.

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The third is consumer positioning. Make it clear to consumers who the product is produced for and sold to.

1. Brand positioning, packaging design positioning

The meaning of brand positioning is to show consumers "who I am" and "what company I represent". A trademark (brand) is protected by law once it is registered. In the current situation where mass consumer psychology favors famous brands, brand positioning has important promotional significance.

Brand positioning requires that the packaging picture mainly highlights the logo of the product. When positioning the trademark, colors, graphics, and text should be considered together.

(1) Color: Each company selects one or several colors to express the image of the trademark and become the "image color" of the company's products so that consumers can easily recognize and use them. remember. For example, Coca-Cola Company uses bright red and white, which can give people a strong visual impact; Qingdao Xiyingmen Group Company uses orange-red and golden yellow to express a festive atmosphere. It can be seen. These specific colors form a brand color impression in people's minds.

(2) In packaging design, graphics should give full play to the expressive power of main graphics, so that consumers can associate graphics with the product itself in their impressions, which is conducive to the image and vividness of product promotion. reflect.

(3) The font image of the text brand has become one of the main expression methods to highlight the brand personality due to its readability and non-repetition. Among registered trademarks, there are a considerable number of text-type marks, such as the world-famous Coca-Cola, Sony, Casio, etc., which are pure text marks.

The products sold by an enterprise are often closely linked to its brand. Once customers recognize the enterprise's products, In fact, it also recognizes the brand of this product. For example, when consumers think of Wahaha and Robust, they think of fruit milk and purified water; when they think of McDonald's and KFC, they think of delicious fast food. This is an example of successful brand positioning. Brand positioning is mainly used in the packaging design of well-known corporate brands. The brand name is not only a symbol of identification, it can also help market positioning, allowing it to strengthen its positioning, participate in competition, and form a lasting market advantage.

Brand positioning includes target consumer positioning, defining the scope of brand use, using celebrities to endorse brand positioning, and on-site physical brand positioning.

2. Product positioning

The purpose of product positioning packaging design is to enable consumers to quickly understand the characteristics, attributes, uses, usage, grade, etc. of the product through the outer packaging.

Packaging design based on product positioning, the key to packaging design positioning is to highlight the product image on the main display surface of the packaging container, generally using photography (realistic or concrete) and hand-painted (simulated) and other means. The interior contents are represented faithfully, and the use of photography is very common. It can re-observe the texture and shape of the goods truly and vividly, and make the goods most fascinating. People are presented before the eyes of consumers. It is especially unique in expressing the delicious taste of various fecal foods. In addition, for food with better color, it is better to use highly transparent containers to hold the products, or to use large-area "windows" to increase appetite and facilitate consumers' purchase.

Packaging design based on product positioning can be considered from the product's origin, raw materials, plus 1, purpose, usage and grade.

(1) Positioning of the origin of the product Some products have differences in quality due to the origin of the raw materials, so highlighting the origin can be a guarantee of quality. For example, the packaging of dairy products such as "Mengniu" and "Yili" highlights the scenery of the product's origin, indicating that the product comes from a fresh natural environment. Such paintings allow consumers to indirectly understand the origin and production conditions of the product and can also convey Produce a green and environmentally friendly message: indicating that the product does not contain harmful chemical components and is a green food, so that consumers can eat with confidence.

In addition. Packaging design with a strong folk flag style can effectively strengthen the origin identification of the product, which allows consumers to know at a glance which family or region the product comes from. For example, the packaging design of native products in China and Japan often highlights the image of calligraphy characters, which has strong product characteristics and national spirit.

(2) Product Features and Positioning If a product does not have features, it will not attract attention. It is best to find a unique reason to make consumers interested in the product. Some similar products are of similar quality, have similar expressions, and have similar sales prices. How to highlight the unique characteristics of your own products is to use your brain to explain a unique reason, with the purpose of getting customers to buy your products instead of others.

(3) There are differences in the purpose positioning of products due to differences among consumers. It requires products to have diversified characteristics. For example, various brands of biscuits and instant noodles have prepared products of various flavors for consumers with different tastes, thereby expanding the sales area. Due to the different positioning points, it caters to consumers' targeted psychology when purchasing goods.

(4) Product usage time positioning If product packaging gives consumers a specific sense of time, packaging design positioning can induce them to consume at a specific time. For example, the packaging of fresh milk can be divided into several packages with different weights and different presentation techniques. Family breakfast generally consumes a large amount, so you can choose a larger package; as a supplement for primary school students to attend classes, you can use small packages. The image and color of the picture should be in line with the interests of primary school students; for tourists to use for picnics during outings , it always shows a tourist atmosphere in the picture, and the packaging quantity can only consider the amount that an adult can drink at one time. In this way, through the pattern and text design of the outer packaging, consumers can understand and choose the products they need. (Professional introduction to advertising design and production)

(5) Product grade positioning Under normal circumstances, the price reflects the product quality level. Designers should consider packaging design based on product price, and reflect product grade differences through design techniques. For example: high-end gift packaging is generally characterized by expensive materials, sophisticated materials, and exquisite processing. If it is a printed product, it requires high-grade paper, unlimited colors, and reflects the most advanced printing technology. The packaging of low-end goods is generally characterized by low-cost materials, ordinary materials, and simple processing and production. If it is a printed matter, the paper is ordinary and the colors are few, giving people a sense of universality.

The grade of the product must be compatible with the grade of packaging and printing, otherwise there will be so-called second-rate packaging for first-rate products or first-rate packaging for second-rate products, which is not conducive to product sales.

3. Consumer positioning of packaging design positioning

Mainly consider who the product is sold to. Through the packaging image, customers can feel that this product is specially designed for themselves, or for their family and friends. Produced, this is a good sales strategy.

(1) Realistic and concrete methods of positioning the consumer image are the most common. For example, for infant nutritional food and dairy products, the image of a lively and cute baby is usually chosen to appear on the most important display surface of the package to stimulate consumers' desire to buy.

An American company specializing in the production of corn flakes, with a large scale and a wide range of services. It positions the design according to the race, age, and gender of consumers to form a rich and colorful series of packaging. The characters on each type of packaging are different, including black women and children, as well as white people, teenagers, elderly people, etc. When these packages are displayed together, the picture looks very vivid, which gives different consumers ample room for choice.

(2) Consumer Psychology: Gangsuo Positioning considers consumer positioning from the psychological factors and lifestyles of people from different classes in packaging design. There is almost no image of consumers on the screen, and abstract images are used. , constant and indirect means to express consumers' psychological factors.

The packaging of the "Yangzhong Chengyangcao" product, which is positioned as a local specialty, uses the slogan "Family and nostalgia are all in Yangzhong Chengyangcao", plus the three words "Xianyangcao" in ancient official script. Highlighting the meaning contained in this product makes all Yangzhong people feel a strong homesickness at first sight, while non-Yangzhong people are curious to find out. Salty Yangcao? Family affection and nostalgia? What is their relationship? As a result, consumers have the basic packaging design positioning to accept this product psychologically.

The above introduces the three basic factors of positioning design. But in most cases, each piece of packaging should highlight a key point. Because the main display screen of the packaging is limited and too much content will dilute the impression of consumers. Put the key points that you want to highlight in a prominent position, and put other content at the back and side. Which aspect of information should be highlighted needs to be determined through market research, careful study of product materials and market information, and understanding and mastering the position of waste products in the market. If the product brand is well known, brand positioning should be the main focus; if the product has distinctive features and advantages, product positioning should be the main focus; if the consumer target of the product is clear, consumer positioning should be the main focus