Positioning design is an important part of packaging design theory.
Positioning, packaging design positioning, as the name implies, is to determine their own positioning. Design orientation is mainly a way to solve design ideas, emphasizing that packaging design should be considered from the perspective of sales, and accurate information should be transmitted to consumers to give them a unique impression. The quality of positioning directly affects the sales of goods.
Traditional packaging design mainly emphasizes the protection and beautification of packaging for goods. With the development of market economy, the function of packaging design has changed fundamentally with the fierce competition in the market. The traditional packaging design concept has been impacted, and the positioning design theory has formed the main characteristics of modern packaging design.
Without competition, there is no need for packaging design positioning. The fiercer the competition, the more it is necessary to create a positioning image beyond similar products. It can be said that whether the positioning is appropriate has become a key factor in whether the information can be accurately transmitted to consumers. The knowledge of food packaging often mentions that both product modeling, product packaging, advertising and other designs involve positioning issues. Therefore, we must understand the positioning idea and master the basic elements of positioning design.
Second, the three basic factors of positioning design
Positioning design divides the information to be transmitted into three basic factors:
First, brand positioning, also known as brand positioning and manufacturer positioning. Trademark positioning focuses on the expression of product brand information and brand image. Trademark and brand are the guarantee of product quality, and brand positioning is very important for the packaging design of new products and well-known products.
The second is product positioning. Mark what it sells on the picture of lotus flower in packaging and decoration, so that buyers can quickly identify what kind of goods it is, what characteristics it has, and whether it is cheap or expensive.
High-end goods
The third is consumer positioning. Let consumers know at a glance who the product is for and who it is sold to.
1. Brand positioning, packaging design positioning
The significance of brand positioning is to show consumers "who I am" and "what enterprise I represent". Trademark (brand) is protected by law after registration. At present, brand positioning is of great significance to promote sales when the mass consumer psychology attaches importance to brand names.
Brand positioning requires that the packaging screen mainly highlights the logo of the goods. When positioning with a trademark, color, graphics and words should be considered together.
(1) color Every enterprise chooses one or more colors used in the group to express the image of the trademark, which becomes the "image color" of the enterprise products, making it easy for consumers to identify and remember. For example, Coca-Cola Company chooses big red and white, which can give people a strong visual impact; Qingdao Xiyingmen Group Company chose orange and golden yellow to express the festive atmosphere. It can be seen that these specific colors have formed the impression of brand color in people's minds.
(2) Graphics give full play to the expressive force of the main graphics in packaging design, so that consumers can associate graphics with the product itself in their impressions, which is conducive to the visualization and vividness of product promotion.
(3) Because of its readability and non-repetition, the font image of a character brand has become one of the main means to highlight the brand personality. In registered trademarks, there are quite a number of characters, such as the world-famous Coca-Cola, Sony, Casio and so on.
The products sold by enterprises are often closely related to their brands. Once the customer recognizes the product of the enterprise, it actually recognizes the brand of this product. If consumers think of Wahaha and Robust, they think of fruit milk and pure water. When it comes to McDonald's and KFC, it is associated with delicious fast food. This is an example of successful brand positioning. Brand positioning is mainly used for packaging design of well-known enterprise brands. Brand name is not only an identification symbol, but also helpful to market positioning, enabling it to strengthen its own positioning, participate in competition and form a lasting market advantage.
Brand positioning includes target consumer positioning, defining the scope of brand use positioning, celebrity endorsement brand positioning, on-site physical brand positioning and so on.
2. Product positioning
The purpose of product-oriented packaging design is to let consumers quickly understand the characteristics, attributes, uses, usage and grades of products through outer packaging.
In product-oriented packaging design, the key of packaging design orientation is to highlight the image of the product on the main display surface of the packaging container. Generally, photography (realistic or figurative) and hand-drawing (fitting) are used to faithfully express the content, among which photography is very common, which can truly and vividly re-examine the texture and shape of the product and fascinate the product. People are presented to consumers. Especially in expressing the delicious feeling of various dung foods, it is unique. In addition, for foods with good color, we should use containers with high transparency to hold products, or adopt the method of "opening windows" in a large area, which can increase appetite and facilitate consumers to buy.
Product-oriented packaging design can be considered from the aspects of product origin, raw materials, addition 1, use, usage and grade.
(1) Location of product origin Some products will have quality differences due to the different origin of raw materials, so highlighting the origin can guarantee the quality. For example, the packaging of dairy products such as "Mengniu" and "Yili" highlights the scenery of the product origin, indicating that the products come from a fresh natural environment. Such a painting can indirectly let consumers know the origin and production conditions of the product, and can also convey a message of environmental protection: it shows that the product will not contain harmful chemical components, and it is a green food, which will reassure consumers.
In addition, the packaging design with strong national flag style can effectively strengthen the product's origin identification, so that consumers can know at a glance which family or region the product comes from. For example, the packaging design of native products in China and Japan often highlights the image of calligraphy and has strong product characteristics and national spirit.
(2) product feature positioning products without features will not attract people's attention, and it is best to find unique reasons to make consumers interested in products. Some similar products have the same quality, their respective expressions are also very close, and their sales prices are similar. How to highlight the uniqueness of your own products, we must use our brains to explain a unique truth, the purpose is to let customers buy your products, not others'.
(3) Product positioning Due to the differences among consumers, products are required to have diversified characteristics. For example, various brands of biscuits and instant noodles have prepared products with various tastes for consumers with different tastes, thus expanding the sales of diced noodles. Because of the different positioning points, it caters to consumers' psychology of buying goods.
(4) Positioning the use time of the product If the product packaging gives consumers a specific sense of time, then the positioning of the packaging design can induce them to consume at a specific time. For example, the packaging of fresh milk can be divided into several packages, with different weights and different expressions. Family breakfast generally eats a large amount, so you can choose a large-capacity package; As a supplementary food for primary school students, small packages can be used, and the image and color of the picture should meet the interests of primary school students; For tourists to have a picnic, it shows the tourist atmosphere in the picture, and the number of packages can only consider the amount that an adult can drink at one time. In this way, consumers can understand and choose the goods they need through the design and text of the outer packaging. (Introduction to Advertising Design and Production)
(5) In general, the grade positioning and price of products reflect the quality level of products. Designers should consider packaging design according to product price and reflect product grade differences through design techniques. For example, high-grade gift packaging is generally characterized by expensive materials, exquisite materials and exquisite processing. If it is printing, it needs high-grade paper, unlimited colors and the most advanced printing technology. The packaging of low-grade goods is generally characterized by low materials, ordinary materials and simple processing and production. If it is printed, it is paper, with few colors, giving people a sense of popularization. The grade of products must be compatible with the grade of packaging and printing, otherwise there will be so-called first-class second-class packaging or second-class first-class packaging, which is not conducive to product sales.
3. Consumer positioning of packaging design positioning
It is a good sales strategy to consider who the product is sold to and let customers feel that the product is specially designed for themselves or produced for family and friends through the image of the packaging screen.
(1) Realistic and figurative consumer image positioning methods are the most common. For example, baby nutritious food and dairy products usually choose cute baby images to appear on the sales surface of packaging to stimulate consumers.
The desire to buy.
An American company specializing in the production of cornflakes has a large scale and a wide range of services. It is designed according to the race, age and gender of consumers, forming a colorful series of packaging. The characters on each package are different, including black women and children, white people, teenagers and old people. These packages are displayed together, and the picture is very vivid, so that different consumers have full choices.
(2) Consumer's Psychological Orientation Consumer-oriented packaging design is considered from the psychological factors and lifestyles of people of different classes. There are almost no images of consumers on the screen, but abstract, frequent and indirect ways are used to express consumers' psychological factors.
The product "Yangzhong Chengyang Grass", which is located as a local specialty, uses the slogan "Family ties and homesickness are all in Yangzhong Chengyang Grass", and the word "Xianyang Grass" in Gu Zhuo Lishu highlights the moral of this product, which makes all Yangzhong people feel homesick at first sight, while non-Yangzhong people have curiosity to find out. Family and nostalgia? What must they do? In this way, consumers have a basic packaging design orientation to accept this product psychologically.
This paper introduces three basic elements of positioning design, but in most cases, each package should highlight a key point. Because the main display screen of the package is limited, too much content will dilute the impression of consumers. The key points to be highlighted should be placed in a prominent position, and other contents should be placed at the back and side. What kind of information should be highlighted depends on market research, careful study of commodity information and market information, and understanding and mastering the position of waste products in the market. If the brand awareness of products is high, it should be based on brand positioning: if products have distinctive features and advantages, it should be based on product positioning, and if the consumers of products are clear, it should be based on consumer positioning.