Positioning strategy for packaging design

Design positioning is one of the important steps in packaging design conception. It emphasizes taking the consumer as the center, considering the needs of the product's target consumer groups, delivering information that can effectively attract consumers to consumers through design, and giving them a sense of differentiation. Different unique impressions. Whether the positioning is correct or not directly affects the sales of the product.

 

Packaging design positioning is a strategic method for designers to determine the packaging design theme based on product-based market research and correctly grasping the needs of target consumer groups.

 

Brand Positioning

 

The design expression strategy with the brand as the core generally uses brand culture and visual image as the main expression strategy. It mainly expresses who the producer of the product is. On the main picture of the packaging, the brand's logo, name, graphics, colors, etc. are used in packaging to encourage consumers to purchase brand products through consumers' recognition and trust of the brand.

 

The design method of this type of packaging is to apply the brand's visual identity system to the packaging. In addition, many brands display the brand's unique concept, brand story, and other brand culture through packaging.

 

In addition to following some basic principles of brand design, the packaging design strategy with the brand as the core should start from consumers and products in the design process, highlight the product personality, combine the product with the brand, and realize the personalized expression of the brand. Packaging As one of the main ways of carrying the brand, the most novel and creative packaging methods are used to express the brand and attract consumers.

 

 

Product Positioning

 

Packaging design cannot be separated from the product itself. Designers should conceive based on the characteristics of the product when designing.

 

1. Product features

 

Product features are based on consumer needs to create a unique reason to buy. It uses the differences between similar products as the design breakthrough point. The differences between these products are the features of the product.

 

In a market environment where product homogeneity is serious, packaging design should focus on the uniqueness of the product itself or product innovation, cater to consumer groups with product features, and meet the consumption needs of different consumer groups.

 

2. Function

 

The essence of a product is function. Taking product function innovation as the starting point for design in packaging can stand out from similar products, and at the same time return to the essential needs of consumers and promote product innovation. Positioning based on function as the starting point also includes the function of product packaging. Perfect and functional innovation.

 

The improvement of product functions refers to the research of consumer groups, observing the problems encountered by consumers in the process of using packaging, and solving the problems existing in packaging in packaging design; while functional innovation refers to tapping the interests of target consumer groups. Demand, through product functional design to bring more convenience and fun to consumer groups, to achieve the extension of product functions.

 

3. Place of origin

 

This positioning strategy is generally used for products with regional characteristics. A certain type of product has good quality in a certain place of origin. Due to historical inheritance and regional advantages, the quality of the product is better than that of products from other places. Such products are often Packaging designed based on highlighting regional culture.

 

Local specialty products can combine products and culture. In the design, some unique local materials, techniques, packaging methods, and other unique local cultural symbols can be used. Through appropriate processing and application, they can be well integrated. Show the origin characteristics of the product.

 

4. Commemorative

 

Some big brands will launch themed products for important festivals, activities, and sports events, and carry out corresponding packaging designs for these themes, which not only enhances the festive atmosphere but also integrates holiday culture into the packaging design.

 

5. Product grade

 

Products will have different grades according to different sales strategies and usage purposes. In current packaging design, product packaging strategies are often considered based on the value of the contents. The packaging design should accurately reflect the value and connotation of the product.

 

The development trend of packaging is more inclined to bring unique spiritual experiences to consumers, and this experience should be healthy, and beneficial to individual and social development. In the packaging design of luxury goods, the preciousness of materials should not be used as the basis. To reflect the value of packaging, we should not over-package but rather look for elements from brand connotation and culture, embody brand culture in packaging, and advocate a rational and healthy packaging method and consumer behavior.

 

Consumer positioning

 

The market segmentation theory points out that through the survey of target consumer groups, the consumer groups are further subdivided based on the age, consumer psychology, and purchasing behavior characteristics of the consumer groups. The characteristics of the target consumer groups should be highlighted in the visual design, or the product should be highlighted for a certain purpose. The functional characteristics designed for a group of people make consumers feel the targeted group of the product through the packaging, making them feel friendly. Due to the targeted nature of its design, it can attract the targeted consumer groups to buy its products.

 

The development trend of modern packaging design is more consumer group-centered. The consumer group-centered positioning is also reflected in the changes that packaging has made for the sustainable development of mankind, and that packaging provides consumers with more experiences when using products. With the design brought about by convenience and fun, packaging has evolved from a simple package to the function of holding objects, to the emergence of promotions. Modern packaging is developing in a more humane direction.