one. The inevitability of serialized packaging

In the field of packaging industry, with the improvement of the technological level, individual highlights and innovations have gradually emerged, and modern packaging designs have been promoted. The diversification of new machinery, new technologies and packaging styles has become a globalization and serialization product of packaging design. Packaging designers can only analyze the marketing environment and consumer psychology by only grasping the enterprise and cultural connotation in the marketing process, such as serialized design of products and services, and reflecting the characteristics of the enterprise. On the basis of determining the correct marketing strategy, it is possible to adapt to the increasing trend of economic globalization in the international market, to make the packaging design orderly and to be more conducive to the competitiveness of the international market.

1. Diversification of products contributes to diversification and serialization of product packaging

In the modern production field, the business community is committed to the development of new varieties. The new products are fast, short and effective. At the same time, it has become inevitable that the packaging industry is dedicated to providing consumers with more convenient and more diversified serialized packaging designs. Take the food industry as an example, people are demanding more food for their consumption. With diversification and specialization, the food processing industry has already invested its expenses in the development of a more flexible and flexible packaging line. This fully shows that the serialized production of products and the serialization of packaging have played a powerful role in helping the company's effective and rapid development. The US pharmaceutical industry was the first to use anti-theft seals. In recent years, the diversification of drugs has accelerated the series of packaging for anti-theft seals. This kind of safe packaging that ensures product quality has been widely used in food processing industry, dairy products, beverages and other packaging, and has been promoted to all parts of the world.

2, personality, professional and unique design continues to promote series of packaging

The soul of an enterprise is innovation, and Techpack is a typical representative enterprise. The company set up an innovation center near Paris dedicated to the development of new concepts and new product prototypes. One example is the Slim makeup box, which can be 180. All-round open, transparent and concise, the products inside are clear at a glance. The manufacturer also chose to display the four letters of the product name, the Sexy, in a transparent makeup box. Each letter contains a different color of lip gloss. This not only reduces packaging costs, saves energy, but also coincides with the advocacy of green design. .

3, The combination of advanced packaging technology development and design and human nature promotes serialized packaging design to become inevitable

Italian manufacturer Global Tube has introduced a brand new hose concept that meets consumers' requirements for portability and convenience. CombiCap hose caps are suitable for sunscreen or liquid foundation products, in addition to a second cap for sealing other products, such as lipstick or concealing cosmetics. This will allow companies to minimize the packaging design process, cost, and design costs of the product. It is more conducive to environmental protection, reducing packaging waste, reducing shipping costs, shortening production time through specially designed components and systems, and providing suppliers and manufacturers with a variety of packaging operations to minimize the use of materials, thereby facilitating serialization. The overall price of the commodity is lower than the total price of the individual purchase, and it has become a new idea for many companies and businesses to calm down.

Second systematic packaging brand strategy needs

Serialized packaging design is a matter of innovation. Only new ideas, new styles, and new ways of expression can attract public attention. Only in this way can there be extraordinary psychological persuasiveness, and deepen the visual communication range and impact of packaging and decoration, combined with products The excellent quality and shape of brand-name products can bring unlimited economic value to the company. The success of many brand names in the United States is largely due to its emphasis on product and marketing and packaging design, especially in the modern product marketing process, family-owned companies, serialized packaging, and the implementation of CIS strategies for corporate and product brands. The establishment of a foundation for far-reaching reputation has also created the status of the largest U.S. brand power in the world.

(I) Implement brand strategy

Serialized product and packaging design are the starting point and starting point for guiding enterprises to implement brand strategy. Enterprises must implement scientific and correct methods to implement brand strategy. Brand strategy precisely provides a systematic guidance from the birth of the brand to its growth and growth. Determine a proper market segmentation position for a particular brand, so that the product will occupy a favorable space in the customer's mind. When a certain need arises, people will first think of a certain brand, and at the same time choose a brand to facilitate growth and development. Space. The serialization of products conveys information through packaging and should be the basis and basis for brand communication.

l. The brand design and release should carry out a series of packaging designs for the brand in accordance with the actual brand image, and release it to the outside world through specific channels. It is a tool, method and approach to shape the brand image. Broadly speaking, brand design and publishing not only include the CIS strategy for image and logo design, but also include the information release system projects related to product, service, price, and content and packaging design.

2. Brand promotion and communication To achieve brand promotion and dissemination, packaging design and brand strategy are of utmost importance. Brands that have already been packaged and released to the public are widely publicized to the market and consumers by using various media and channels. Focus on brand communication management. Through the packaging design, series of advertising, news, public relations, promotions and other means to promote the brand, so that every penny spread costs can produce the best transmission efficiency.

3, brand management and consolidation This is the core content of the brand strategy. Reflecting the internal organization structure with brand as the core goal, formulating corresponding brand awareness and brand culture, and affecting external customers through the corporate culture connotation; external multi-dimensional and three-dimensional communication with customers through product packaging and packaging The series of design, service advertising, etc. to strengthen the customer's memory of the brand, understanding, recognition and loyalty. Consolidation of the brand has many benefits, such as dissolving consumer distrust of new products and increasing brand value.

(II) Implementing brand extension With reference to the successful international experience, the brand's continuous growth cannot be separated from reasonable extension and radiation. It is necessary to use a successful brand to expand the company's product portfolio or extend the company's product line, using existing well-known brands to launch new products.

1, a brand of multi-products by the company's a variety of products are using the same brand, the implementation of "a brand of multi-products" strategy brand extension, not only allows companies to quickly open the market at a lower cost, but also conducive to the establishment of an integrated brand of the industry image of. The strategy of Yipinduo is through the use of two or more brands of similar products by enterprises. Its strategic goal is to spread the intrinsic properties of enterprises through multiple, multi-polar and multi-channel approaches. This will not only help meet the diversified needs of consumers, but also help the market segmentation of companies and maintain a high market share.

2. Multi-brand strategy Through the company has multiple brands and generally different brands correspond to different types of products. Multi-branding helps to maximize the dispersion of market risk, but also creates market segmentation to avoid the negative effects of different products. For example, Procter & Gamble products are varied, and different types of products generally correspond to different brands, such as washing powder with Tide, etc., shampoo with Rejoice, Head & Shoulders, etc., toothpaste with Crest, Colgate, cosmetics with Olay and so on.

3, sub-brand strategy can be owned by a company in the main brand, while in the same market also has several other sub-brands, their relative core brand's market share is small. In this strategy, the brand's main and secondary needs to be clearly identified. The sub-brand should take the initiative to protect the leading position of the main brand. At the same time, it must assume the task of integrating and adjusting the company's brand, and thus expand the market share. Coca-Cola (Coca-Cola, Sprite, Heaven and Earth, Que) and others have implemented this strategy.

4. Sub-Brand Strategy Group Economics Research 2oo6·1o later (late 21st) Corporate products use the same total brand at the same time, based on different market segments, different definitions of consumer groups, product personality characteristics, and The value of the product features different sub-brands. Especially for brands with high reputation and good reputation, using sub-brands can help highlight differences and individuality between different products, and can play a multiplier role. Such as the Haier Group's Big Prince, Snow Prince, Ice Prince, Prince, Prince, Prince, Little Prince series refrigerators. From the packaging of products and the display of corporate image, the packaging design of serialized products will be fully reflected.

5, the new brand

A concept with China's national conditions is mainly characterized by short business hours, product innovation, propaganda, market coverage, strong sense of competition, management team, new business model, high corporate reputation, rapid growth, and good prospects for development. . Business pass, cover, cover, Annunciation, Card, Luneng, Hainan Airlines are all classic examples of new brands.

6, business brand

Also known as the seller's brand, a brand management method created by the seller and assumed by the seller as its responsibility and interests. This approach allows companies to achieve rapid expansion while maintaining a high degree of business flexibility. For example, the famous "Nike" brand, its series of sports products is produced by a cooperative company under Nike's perfect quality monitoring system, and is marked with "Nike" trademark sales, which enables Nike to lower the cost , to expand rapidly around the world. In addition, there are dual brands, such as high-end products and low-end products, male brands and female brands, etc., to make a clear division in the brand for target customers.

Three series of packaging design thinking innovation

From the perspective of advertising, creativity is a kind of thinking activity in the planning of advertising, and commercial creative design is a necessary manifestation of product advertising and product marketing. With the continuous scientificization of modern advertising planning, The proceduralization makes the packaging design creativity not so arbitrary as before, but becomes a more rational and more scientific creation step. It is a regular, policy-like activity. It needs thinking to break through the habitual impression and constant psychological trend, from the point of view to divergent thinking, and more gradual thinking. He is good at developing the thinking from the table and the inside and the other, and learning to use horizontal thinking, vertical thinking, positive thinking and reverse thinking to make the thinking more open and more agile, grasping the image thinking and logical thinking while diverging thinking. The dialectical law, give full play to the designer's imagination, make the packaging design more individuality and originality. Among these, creative strategies to follow:

1. Target strategy: Serialized packaging is often targeted at only one brand and within a certain range of consumer groups in order to achieve clear goals and strong pertinence. Too many goals, over-the-top packaging advertisements often fail.

2, communication strategy: packaging text, graphics to avoid ambiguity, excessive abstraction, otherwise it is not conducive to the transmission of information. Pay attention to the effective communication of packaging advertising ideas.

3. Appeal strategy: It is impossible to spread unlimited information in a limited space and time. Serialized packaging design mainly appeals to the company's unified image features, product image, quality, features, and product superiority. The main information is presented through a concise, clear, touching visual image that reinforces it in order to achieve effective communication.

4, personality strategy: Give the corporate brand personality series. Make the brand's serialization different, in order to leave a deep impression in the minds of consumers.

5. Brand strategy: The cognition of commodity brand is placed in an important position, and the name and brand name of the product are strengthened. For the momentary loss of visual persistence, it is strengthened through serialized product packaging, and it appears timely and appropriately repeated. Strengthen the public's deep impression on their brand.

In these five aspects, the key considerations are the various influencing factors in the process of packaging and advertising during the entire packaging and decorating design process. Conduct commercial marketing planning and win business creative planning success.

Author: Money Hongxia

(Author: Henan Vocational College of Economics and Trade)

Reprinted from: Group Economic Research