Melatonin is how to succeed

No matter what you think of white gold vulgar or annoying ads, Melatonin is one of the most successful Chinese products sold since the 21st century. This is without doubt. Everything in advertising marketing is to attract consumers to buy. North drift Li in the mall to buy New Year's goods, "the first thing I saw is Melatonin, absolutely it is quite famous, so I bought," I believe many people think so. It can be seen from this incident, the success of melatonin has two reasons : advertising, product packaging. Do you want to know the secrets of Melatonin packaging?

What is the nature of the packaging? The nature of the packaging, not a product package, but a packet of information, a packet of explosives! This information package in the mall or electronic shelves, competing with other information packs, a unique attraction, caused Consumer attention, and to bring the reasons for buying, blaze the minds of consumers, to reach a purchase.

We say that the product is the largest self-media business, that is, packaging is the largest self-media. Effective packaging design, can greatly reduce the cost of brand marketing communications.

What is the cost of packaging design? First is the cost of the display: the cost found on the shelf. Again, our packaging design is not created for exhibitions in the museum spotlight, but in an array of shelves, to attract the attention of consumers, impress consumers to buy.

Why do people say melatonin packaging "so ugly", but you go to the supermarket to try it, you must see it at first glance, did not see it you see the gold partner. This is the essence of the product packaging - access to display advantages.

Packaging design is to display the advantages of display.

Someone would say, yes, we do design, can not pursue the United States, is vulgar, to be rude, because the quality of Chinese consumers, the more vulgar things they like the more the more people to buy. No way, China is like this!

This statement is wrong. To say that the quality of Chinese consumers is low is just as ridiculous as saying that Chinese people are not qualified to enjoy democratic rights. What is the essence of the best-selling melatonin? It won the consumer "to buy its products," not "like its packaging," and people tend to confuse the two concepts. As I write this chapter, Nielsen is publishing research that "accurately tracks consumer attitudes toward advertising," a wording that goes wrong and never examines consumer attitudes toward advertising, examines consumer attitudes toward the product . The origin is wrong, the full disk full error. If we blindly elephant to study "why consumers like Melatonin packaging," the conclusion is all wrong, or even wrong to blame a nation's grade, quality.

Melatonin packaging design success, not in the "ugly" success is striking. Why define it ugly, not defined as eye-catching it? Why should we laugh at a person's shortcomings, not to learn from his advantages?

To the store to go to the shelves, packaging design process is the first step. Because of the nature of the package design, instead of designing this package, the entire shelf is designed. The rest of the shelves have been designed by others, and the small piece of packaging we occupy left the design right for us. We want to make our products stand out through this small piece of design. You can not see any reference, but you have to go to the shelves. Because you do not know what 99% is in 100%, how can you start designing this 1%?

Great design on foreign design books is not a standard, Carrefour shelf design is the standard. Because those "great designs" are often not able to survive on shelves, can only sleep in the book. What's on the shelves is the winner of the Ebb Tide.

Ask a designer friend a question: Do you want your design works in the supermarket shelves it? Or in the "Design Yearbook"? I think, no one may have asked this question, but many designers have the heart of the answer, I hope my design can appear in the "Design Yearbook."

Into the "Design Yearbook" is recognized by the industry, which is recognized by competitors. Into the shelves and survive, is recognized by the market, the customer admitted.

Always want to get the respect and recognition of competitors, regardless of customer respect and recognition, is a common misunderstanding.

Packaging design is to show the advantages of display, in the era of e-commerce, the meaning of shelf and display advantages have changed, that is, the screen became a shelf, PC screen, mobile phone screen, flat screen and the emerging large-screen Internet Internet TV screen . In the era of e-commerce, I am afraid that melatonin packaging design will gain greater advantages, because the e-commerce product packaging design principles is - do not click on the big picture you can see, you can touch people to buy.

"Do not click on the big picture" thinking is the shelf thinking of e-commerce era. You designed to be "good", if the thumbnail is not clear, people do not click the big picture, everything is in vain.

Packaging is the product, packaging design is the product design.

To use product development thinking design packaging. Packaging design, product redevelopment.

Why packaging is the product, because this is the consumer's perspective and context, and packaging is the perspective and context of the enterprise. When consumers shop in the mall, he saw not one by one package, but one by one product.

On the relationship between packaging design and product development, followed by a chapter devoted to product development. Here mainly talk about packaging design should pay attention to the overall symbol of the product.

The product is a symbol on the shelf. The first is not how to highlight the information on the packaging, but how to highlight the product on the shelf, so we should pay attention to the overall symbol of product packaging. Such as Kitchen Soy sauce packaging design, not a prominent sign but a green grid overall packaging, stand out on the shelf stand out advantages.

The first level is to highlight the product on the shelf, the second level is how to organize symbols and information on the packaging, improve packaging and sales communication efficiency. It's also an important way to reduce the cost of marketing through package design, which we call: Let the product speak for itself!

We said earlier, the advertising layout to be used when shelves. In packaging design, we in turn emphasize the shelf as an advertising space, the packaging used as a poster. Because the product is the largest media, is a self-media business can grasp 100%.

In the kitchen Bang Soy sauce packaging, we see the neck of the ad, "Kitchen Soy sauce big sun field, there is a picture of the truth, in this waterfront sun drying field 180 days." This is a neck design, more than one hundred million yuan CCTV ads.

Packaging design to reduce brand marketing costs, China and China is also committed to using packaging design and consumer interaction to create a brand experience, giving greater value to the packaging.

In order to cherish the eye drops when the packaging design, in order to cherish the vision of the prevention and control of declining features, China and China will be the entire package designed as a visual acuity chart. In this way, not only the product itself speaks to convey the functional value of the product, but also the consumer can use the eye chart, and he places the box on the table to measure the force of the box himself.

In the packaging design, we have a belief, a firm belief: I have no ads, no one heard of me, but as long as my packaging on the shelves, it can speak to consumers and fast communication, the Sell ​​yourself. If I put the picture on the packaging page, do not click on the big picture can make people excited!

This puts the power of packaging into play. This can reduce the cost of marketing with package design.

Therefore, packaging design is the largest marketing plan.

The above excerpt from "super symbol is super creative", Tianjin People's Publishing House