First, do a good job in brand or product positioning
If it is a new brand, it is necessary to think about the brand positioning, the value proposition of the brand transmission and the brand tonality. If it is a new product of an old brand, it is necessary to think about what level to do, whether it is different from the packaging design of the original product, whether it is to do product upgrading, product supplement or product innovation.
Second, find a good target consumer group
There is no doubt that the design of packaging must assume a target object and consider what is the core consumer group, as well as the values and aesthetic appeal of the core consumer group. No matter right or wrong, you must set a hypothetical consumer according to the consumer insight you have set, and according to the quality, aesthetic taste and buying habits of this consumer insight. Your goal is to make an ideal packaging for this virtual consumer, so that your packaging design has the soul.
Third, study the packaging of competing products and look for differentiation
Look for other brand packaging of the same grade, type or value orientation. If there are competing products, refer to them. If not, refer to other product packaging selected by the same consumer. For example, your target consumers may be both Watsons’ consumers and Evian’s consumers, which can be used for reference in packaging; After studying their packaging design, be sure to establish and strengthen your separation points on the packaging! In addition to the different packaging forms, there may be different ways to distinguish colors, characters, fonts, etc.
Fourth, find your own packaging style and tonality, and design
This is very important, which is to give your product a unique value proposition and soul. What does your packaging deliver? Have you thought about it? If you think about it, go ahead!
Fifth, highlight and emphasize their unique selling points, and make packaging and display renderings
Has the soul and unique selling points of your packaging design been transferred? Have you made the effect picture, and have you considered the value when making the effect picture?
Sixth, make a sample, internal discussion or consumer forum
The renderings are often not the most accurate. The most important thing is to make the actual appearance, then pack some, compare and constantly review. You can even organize a target consumer packaging test forum for this purpose. Is it your brand feeling at first sight? Whether there is the core mark of the brand and whether it conforms to the aesthetic taste of consumers. The most important thing is not just to look at a bottle, but to put it on the shelf to feel and compare! Don’t worry that the audience is not professional enough or not clear enough about the meaning of your packaging. Always remember that good packaging can speak for itself!
Seventh, calculate costs, revise and finalize
Eighth, formally adopt and start to use
After all the previous questions have been considered, we can adopt them and try them out. It is suggested that the first printing of packaging is enough, because there are many change factors, such as the change of national standards, the change of formula and ingredients, and the problems found in the actual use process. If the first printing volume is too large, although the unit cost is reduced, it is likely that some packaging materials will eventually be wasted due to force majeure, which is not cost-effective in fact. At the same time, the principle of adequate first printing volume, It can also avoid more direct losses caused by real failure of packaging, and facilitate timely change and adjustment of direction.
Ninth, inspection and correction
During the specific use of packaging, pay attention to listen to the opinions of sales personnel and specific dealers for modification. The process of modification can be repeated.
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