New Product Packaging Design - Analysis of Packaging Elements (3)

Case selection: Qiaqia seeds, the first brand packaged

The melon seeds are simply a kind of snack food in the daily life of ordinary people in China. Even before Qiaqia seeds appeared, it was hard to believe that melon seeds could also form a brand awareness and preference. It is precisely such a small, common product that Anhui Huatai Food Co., Ltd. has made a pillar industry in Hefei, Anhui, and has created a legend in the Chinese business community. The emphasis on product packaging innovation and innovation is the key to success.

First primary color selection.

Unlike traditional melon seeds, the colors of the seeds are different. The Qiaqia seeds adopt Chinese traditional red in the choice of packaging colors. They are very strong eyes, and they also capture the eyes of Chinese consumers because as a snack food, the main consumption occasion for melon seeds is Winter and various festivals, warm and festive red give consumers a good psychological hint and return of value. Therefore, the use of Qicai Packing is just right and it is totally natural.

The choice of packaging materials is ingenious.

Qiaqia abandoned the simple paper packaging on the packaging materials, which is easy to crack and has poor texture. The heavy and strong kraft paper was used in the product packaging to form a new wave of unique kraft paper packaging on the Chinese market. Qiaqia will also use the peritoneal technology in its internal packaging, so that the high-end image of Qiaqia seeds will be established.

The color of the packaging is further elaborated in our "New Product Elements Competition Color". Here, we only analyze the failed new product cases caused by inappropriate packaging, and we intend to draw the attention of the company to the color.

In 2003, Jianlibao Group launched a new product that is said to be the third-generation beverage—Baoguo Steam, which has created a new product category both in terms of product synthesis concept and concept design. Its generous investment in advertising also made it a market hot product in 2003. However, in the use of new product colors, Jianlibao Group made a small mistake, that is, the use of mysterious black as the bottle color.

Beverages as a summer product frequently appear in outdoor products, the chance of exposure to sunlight is very high, and the absorptive properties of black outdoors determine that their products are exposed to the outdoors. It is very easy to cause deterioration of the product due to high temperature. Smart Jianlibao because of the small new Improper use of color in product packaging has caused the product to be confusing in the market, and it is difficult to display the product, especially small outdoor products. Because small businesses rely on outdoor product sales to drive product volume.

If you open up Jianlibao's strategic mistakes, if Jianlibao really painstakingly operates this product, you will find out how simple and naive it is. How far-reaching is the impact of product packaging color usage on a product's life cycle. Therefore, the professional who is engaged in new product planning must be a lover of life. He has a simple sense of life and simple natural knowledge. The planner who does not eat the world is absolutely hard to become a master creative person.

Second, timber is a strategically positioned element of modern packaging.

Packaging materials are also the strategic elements that compose the core competitive elements of new products. With the continuous expansion of material development, packaging materials are becoming more and more popular among consumers. Packaging materials are very important for the display of new product tastes and styles. In effect. We still use modern liquor to illustrate the status of colorful packaging materials in the design of new products.

Modern liquor can be described as a variety of packaging materials, colorful.

From the perspective of packaging, the main materials for liquor packaging are:

Wooden packaging. Liquor In order to show simplicity and elegance, choosing wood packaging is a universal packaging method. Nowadays, almost all liquor companies have wooden packaging and white wine.

Paper packaging. Liquor is now the most common outer packaging or paper packaging, mainly paper packaging is more compatible, and the cost is relatively low, the packaging is very good color matching matching the color.

Bamboo packaging. In Yunnan and Sichuan, because bamboo products are very abundant, it is also very common to choose bamboo products as outer packaging.

Iron packaging. In recent years, iron-made outer packaging has become a new trend in white wine packaging as consumers have favored it. Many liquor companies have used iron-based materials to the extreme in outer packaging.

Plastic packaging. Plastic outer packaging has also become a new darling of domestic liquor companies. We have seen many companies choose to use plastic products as product packaging to create another style of liquor packaging.

Glass packaging. The relatively high-end liquor products have the choice of transparent glass as the outer packaging, and the liquor is crystal clear and well-fused with liquor liquor, which shows a very rich product association. In particular, the inner and outer packagings are made of glass products, which are transparent in both layers and reflect light and shadow, revealing a very delicate product experience.

The above packaging looks only in the six major categories. However, due to the many small categories in the big category, the actual use of product packaging is much more abundant.

For example, in paper-based packaging, paper products are classified into more than 60 categories and more than 100 varieties. In this way, thousands of packaging styles can be created on the outer packaging of white wine. Transferred to other metal packaging, so that the iron packaging has become a veritable metal packaging, therefore, packaging materials in rapid consumer goods packaging changes can be described as changeable, creativity is folded out.

The product packaging also constitutes the most important part of the product packaging, or the use of white wine as an example to see the use of FMCG packaging, the FMCG packaging material summary.

Glass bottle body. The glass bottle body is still the most used material for liquor. The main reason is that the bottle body itself is relatively inexpensive and easy to mold, and consumer cognition and education are simple.

Ceramic bottle body. The mysterious and tempting ceramic bottle is also widely used in modern liquor. In modern liquor, the role of the ceramic bottle is another style of high-end liquor.

Plastic bottle body. General low-end liquor uses this plastic packaging design, plastic packaging is mainly for consumers to carry more convenient, plastic bottle body deformation design is relatively simple.

Bamboo bottle. Modern liquor companies already have a portion of white liquor that uses bamboo materials directly on white liquor to form a unique style of direct inner bottle. This kind of liquor has a strong green color and it gives consumers a very delicate feeling.

Paper bottle. In fact, from the perspective of product attributes, paper bottle packaging can also become a new carrier for modern liquor. In particular, the direct use of special paper carriers and wine packaging can give consumers a new consumer experience. In particular, the preferred paper production is an inner packaging company, which will surely create new market differentiation hotspots.

The inner packaging material of the product is also the focus of our attention, especially the inner packaging material of fast moving consumer goods, which plays an important role in creating product differentiation.

Plastic bottles Jianzhuang Liquor of Sichuan Wuliangye Group initially attracted consumers in the market, and the ceramic bottle body used in the mouth cavity gave consumers a mysterious and profound spiritual experience. Liquor inner packaging also faces new market opportunities in material selection. In particular, the emergence of new packaging materials has provided new possibilities for the establishment of packaging innovations for consumer goods companies. Only from the existing package innovation, market space is also very large. Such as paper inner packaging used in beverage innovation and so on. Other types of packaging used in other categories of cross-use and so on.

Packaging text and view ideas.

Packaging text and view ideas form another important element of packaging culture. In particular, the use of words in the packaging, due to China's unique block text, makes the use of text in Chinese enterprise product packaging become the most Chinese characteristics of the packaging material.

The first is the use of fonts for text. There are dozens of types of fonts for Chinese characters. Each type of font has its own history of formation and representative culture. Therefore, consumer goods are packaged in the choice of words or publicity, or rigorous, or conservative, or free and easy. The humanity and agitation of the ethereal or ethereal words represent the perfect combination of Chinese culture and modern business intelligence. However, we have found that Chinese companies are more respected by the letter standards from the West in doing Product VI, but the lack of necessary inheritance for the spirituality of the Chinese text itself has caused the consumers to be more awkward in the tone transfer of Chinese characters. This is indeed a great waste of Chinese language.

Second, the use of words. In the market, we can often see a very awkward text packaging products are very disorderly distribution, is due to text reasons, resulting in the entire package to the consumer to cause a great degree of pollution of the visual, consumers often hate its packaging while also abandoning the product selection . It is a pity.

View angle selection and tonality selection have an important influence on product packaging. We have seen that products are now trying to be more and more cartoons, reflecting people's ambiguity and confusion about increasingly complex graphics.

The text and the view of the package are different in the internal and external processing. Because the inner package has less direct contact with the consumer, the text and view are often more casual, and the outer package is often more cautious in handling because it carries the direct communication function with the consumer.



Source: Chinese and foreign marketing plan network

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