Attractive brand outsourcing design

In the absence of advertising, how can a branded product attract consumers' attention? If product packaging does not appear in advertising, how can this product be recognized in retail stores? In addition to the traditional features of packaging (such as protection products), its marketing functions are also increasingly valued by people in the industry.

Whether or not there is advertising, products must show themselves through packaging. When the consumer opens the package he has purchased, it is another challenge for the package. If the opening process and the installed products are consistent with the consumer's purchase expectations, he is likely to still purchase the product at the next purchase.

Healthy milk with unique packaging appearance
The situation in the entire European market is not exactly the same. When the German consumer’s brand loyalty declines, Spain’s may be rising. Xipan people have high brand awareness and they are willing to pay more for branded products. This is exactly the reason for José Armando Tellado, marketing director of Corporación Alimentaria Penasanta SA (CAPSA), to judge the company's investment in a new packaging system. Natur L Inea is a high quality, high quality healthy milk beverage. It is also the world's first product to use its unique packaging form to really attract people's attention. Dairy products are usually packed in containers of the same shape. Now, the new packaging system can allow 40 different shapes so that different brands can be clearly distinguished.

Unique appearance makes people stop
This excellent oval-shaped slender package design satisfies CAPSA's need for its new high-end products. When this healthy milk is placed together with durable goods rather than cold goods, its visual appeal is a big advantage: it can catch the eye of consumers.

Matthias Enste, European product manager at SIG Combibloc explained that this new packaging system is only suitable for high-end branded products. After all, the retail price of such healthy milk drinks in Spain is twice that of traditional dairy products. Enste is not optimistic about whether this unique form of packaging can conquer Germany's dairy market. The German market is dominated by mainly non-famous or local products. He said that there are not many famous brands nationwide. This is also evident in the juice products. So it seems that the German "as much as possible" idea is an obstacle to the development of this uniquely packaged product.

Prominence on the shelf
However, in addition to Coca-Cola bottles, there are also other brands in the German market that are very brand-identifying: such as Maggi bottles, Pringles pots, or Panettone pastry packages, the shape of these packages is closely linked with a specific product Together, Olav Jünke of Ondesign PR explained. He believes that the shape has more important significance, and advocates that more new shapes should be developed. At the same time, the graphic design on the package cannot be ignored. Some classic masterpieces, such as Odol mouthwash bottles, have been on the market for decades. Their unique shape can immediately attract the attention of consumers, even on crowded shelves.

The role of packaging is often underestimated, but it plays an important role in promoting products to customers in the store. Only 20% of products on the market are advertised, and the remaining 80% must sell themselves on their own. They must shout “buy me” to customers in the mall. Therefore, attractive packaging design is essential. If it has a unique shape, it will further help it to attract customers' attention on the shelf.

Packaging and Advertising
For many years, the fact that packaging and advertising are an important combination has always been ignored. For example, for products that advertise, packaging plays an important role in helping customers recognize what they want. This is why Professor Klaus Brandmeyer of the Brandmeyer Brand Consulting Firm has endeavored to promote the use of packaging to enhance advertising. According to Prof. Brandmeyer, advertising without a product or packaging image is simply a waste of money. If consumers have no idea what the product packaging of TV commercials is, how can they find it in a large number of commodities in the supermarket? If consumers do not even know which packaged product to look for, then such commercial advertising is obviously unsuccessful.

The experience of makeup products can tell how important packaging is for branded products. Although consumers vowed that they could smell their favorite perfumes from thousands of products, consumers could not find their own fragrances in an experiment where the packaging of these products was completely removed. However, the perfume must match the perfume bottle. A rose-type summer perfume can not be simply installed in the Chanel 5's traditional perfume bottle. Never underestimate consumers' awareness of packaging. An important reason why many perfumes are purchased is that they have elegant perfume bottles.
Problems to consider when designing packaging
It is easy to underestimate the amount of technical know-how required for a successful packaging concept: In addition to a good understanding of the environment and placement of the product on the shelf, it also requires basic design concepts and three-dimensional imagination of the packaging. , as well as special possibilities on the shelves. Other companies' success stories are often copied. However, it is not a good idea to put a yellow soap box next to another brand of yellow soap box on a shelf. In times of decreasing salespersons, retailers also need to increase the expertise needed to handle these products and packaging. Companies that consider these factors may use less luxury packaging. If the manufacturer who uses trapezoidal packaging for sanitary napkins (hopefully distinguishable from other adjacent products) knows that the retailer may not be able to correctly place these products, then it may suggest that the packaging designer design a different Shape, but at the same time to maintain proper. Or put the product in a tray so that it can always be placed correctly.

The role of packaging is much greater than the widely accepted view or packaging recommendations. In particular, in the past few years, the packaging of organic products has also been beautifully designed, which is in stark contrast to the packaging purism of the 1980s. For a specific application, people are also trying to find the ideal packaging material, rather than just using cardboard or glass. Today, packaging is more about communicating a lifestyle. As a signal of the spirit of the times, packaging also shows where a society is located. Novel materials, shapes and designs give a brand a unique look and feel. Conversely, a depressing atmosphere will not lead the brand to success, but it will also hinder the diversification of the package's appearance.