Choshun: A talk about packaging culture

Choshun: A talk about packaging culture

The packaging has two meanings: one refers to the process of designing and producing a series of containers or inclusions, and the other means the container or the package itself. "Packaging refers to a series of activities designed to produce containers or parcels," said Philip Kotler, a leading American marketing expert. Such containers or inclusions are called packaging. "We believe that product packaging is a dynamic process, and the beautiful appearance of the product is only the result of this dynamic process." Packaging is the face of the product, is the extension of the brand culture. In the past product sales, the role of packaging is often overlooked by producers. Now, people have changed the former view, understand the great role of packaging and the infinite charm.
Packaging is a powerful marketing tool, is an integral part of the brand strategy. Good packaging for consumers to create convenient value for the producers to create promotional value, become a dealer unknown salesman. Statistics from the American Consumer Association show that for the past 10 years, the best-selling products in the top 20 supermarkets in the United States are the best-packaged and most attractive. "It's not surprising that there are two factors that determine the buying mentality of consumers when faced with a wide range of similar products: one is past experience and habits, they know what they want in the past, and the other is vision," said Anderson, a professor of commodity science at Harvard Business School. In the inability to judge which of the same kind of goods is better, their first choice and final purchase are only visual. ”
The famous American jeans advertisement has been regarded as the classic of packaging culture by enterprises. In the 1970s, a U.S. jeans trader designed a pair of jeans for women to broaden the market for women's jeans and carefully packaged them to deliver an extraordinary poster: a beautiful, graceful model of a woman with a pretty, naked butt, with a thread like a jeans bag on her hips, The upper left corner of the pocket is made of black with a red logo. The whole poster does not have an advertisement word, there is no explanation about the product style and the disadvantage of the advantages, but its cultural creativity is at a glance. The designer's idea is to show that. Wear a soft, snug fit of women's jeans to show the beauty of a woman's body. This creative expression is more appropriate and expressive than wearing pants, and is simply astounding. It gives the vast number of consumers left endless imagination space, so that the idea of the product deeply embedded in people's minds.
Lego has also been a great success in its promotional activities with packaging-it changed the way it used to wrap a transparent plastic film and put the child-free toy in a rabbit-shaped box with a transparent window. The product is so successful in the American market that almost every little girl under the age of 10 has a box of "Lego Rabbits". Since the 1890s, the label of Ivory brand soap has been revamped 18 times. The size of the label and the design of the alphabet have gradually changed. When competitors began to use the pattern of fresh fruit as a label for their drinks to increase sales, the company designed a label with new markings to indicate the freshness of its product, its very thick texture, and its darker color.
In the international market, product packaging is often more important than the intrinsic quality of the product. Sometimes, changing the packaging means changing the product itself. Packaging deeply affects the quality image of products in people's minds, and becomes an important symbol of brand material culture.
Product packaging is inseparable from aesthetics, aesthetics is the backing of packaging. Without the support of aesthetics, the packaging loses its aesthetic function and loses its vitality of shaping the brand. Beauty is the inevitable choice and final destination of product packaging. In the market economy, packaging has a more and more influence on people's aesthetic consciousness, and people's aesthetic consciousness also plays a guiding role in the development of packaging.
Packaging is the product of a banner, is the symbol of product value. The reason why this function is because the product packaging contains brand personality, embodies the brand image, rules and influence the brand positioning. Different packaging, will produce different visual effects, revealing different brand image and personality. In the real economic life, the rich personality brand packaging is the most easy for consumers to identify and recognize. Brand packaging design only emphasize the prominence of brand personality, in order to enable consumers in a variety of similar products quickly identify their own brand identity.
The French St. Louis perfume was produced in 1992, followed by a yearly launch of a new product, with a lifetime of use and 4 kinds of coloured crystal glass bottles. 1994 bottle is a bit like ink bottle, clumsy elegant, fragrant water and water fragrance, men and women can use. The famous designer Marie-Clode Lalic has created a perfume bottle every year since 1992 and has numbered them. People can find these bottles fully reflect the Lalique personality: light, natural, feminine and so on. The female-type Lalique perfume bottle is deeply impressed, with floral motif on the bottle and aromas of amber and fragrant vanilla.
In the design of product packaging, the material, structure, shape, color and pattern are usually taken into account. It is through the ingenious conception of these elements, scientific use, so that packaging at the same time have the function value and aesthetic value, so that consumers feel the brand's personality and cultural implication.

Choshun: A talk about packaging culture