This question is very interesting. In addition to all kinds of gorgeous packaging displays, we can see why packaging is so important.
Consumers value packaging, in fact, our traditional culture has been confirmed a long time ago.
The most famous story should be about getting the socket and returning the Pearl in Han Feizi.
Of course, this is an extreme case. I bought the packaging and returned the products in the packaging, but look at a leopard through a tube, we can see that the ancients have begun to think about the packaging.
What is packaging? Is it just a package to hold the product or a box to protect the product? Of course not.
In fact, packaging is an important source of consumers’ perception of environmental stimulation. In addition to providing nonverbal information transmission for product style, quality and function, it also carries the important functions of identifying the brand, improving experience, transmitting emotion and triggering communication.
In the famous 4P theory in the field of marketing, packaging is classified into products. Now it has been carried out alone as the marketing 5p theory, which demonstrates the importance of packaging again.
Especially in the field of fast-moving products. As you can see, packaging is largely linked to product sales. The thinking of consumers in the purchase decision-making of traditional products is long. Decision making is rational. However, the characteristics of fast-moving products determine that the buying habit is simple, fast and perceptual.
This instant decision-making style forces FMCG to pay the most attention to packaging iteration in all consumer goods sequences, and it is also the most amazing.
As you can see, almost all the case analysis of packaging companies, fast retailing products are the highlight, but also the most easy to make the packaging company shine.
Let’s enjoy some classic fast-moving packaging in recent years. There is no need for analysis. We can judge simply from the intuitive feeling of the senses.
First, let’s look at what’s in your mouth.
A closer look at these packages will show that they spend a lot of time choosing colors.According to a survey by the Center for Popular Color Research in the United States, there is a “seven-second rule” when people choose goods: facing a wide range of goods, people only need seven seconds to determine whether they are interested in the goods. In this brief and critical 7 seconds, the role of color accounted for 67%,which become an important factor in determining people’s likes and dislikes of goods.
This is why once fast-moving products often use gorgeous or even dazzling colors to attract people’s attention.
However, with the changes of The Times and the pattern of consumer purchasing power, brands began to pay more and more attention to the psychology of young consumers.
Young people can be defined by many labels, but in the marketing system, there are several general concepts, namely personalization, interest and style.
Looking back on the Tang Monk meat that every Chinese primary school student had been exposed to, the packaging can not be said not to be dazzling, but it is outdated. That’s the logic.
From the perspective of personalization, the once less mainstream color system of nude color now has its own living space.
There are two interesting cases in the consumer oriented industry.
They all got very good audience feedback through the upgrading iteration of packaging. While further strengthening the brand impression, the new vitality of the product is transmitted through the new packaging, and has received a good market response.
The same industry and different countries have saved the decline of the industry and created new industry segmentation through the ingenuity of packaging.
One of the domestic is Nongfu spring glass bottle water.
three years looking for five top design companies in the world to design. Finally, after 58 drafts, it chose the style that we see now.
The final version was designed by horse studio in the UK, and the illustration came from Natasha searston, a British illustrator.
For example, the design of the bottle is like a slowly falling water drop, and the animals and plants on the bottle confirm the unique ecological environment of Changbai Mountain. Among the 2,800 plants and 1,500 animals living in Changbai Mountain, the precious and rare
Siberian tiger, Chinese merganser , and Crabapple are selected.
The snow cover period of Changbai Mountain is 270 days, and the depth of snow can reach 2 meters, so a typical climate feature is also selected as the bottle body pattern.
On this basis, Nongfu spring also launched various commemorative versions of the Spring Festival, using the zodiac pattern as the selling point for special periods of time.
The most important thing is that through the launch of this package, Nongfu spring has completely built this high-end water brand line with a price of more than 40 yuan, breaking away from the stereotype that Nongfu spring once only anchored the middle and low-end market.
Another case comes from Japan, which is also bottled water, but it was made by the daily news newspaper.
After 2014, in order to solve the problem of fewer and fewer young people selling newspapers, Japan daily news decided to use newspapers as bottled water – the packaging of FMCG essential for Japanese young people
This is not a novel idea. None of us has had the life experience of using newspapers as temporary packaging, but the combination of newspapers and bottled water has detonated a trend among Japanese young people.
By choosing different news, young people are given the opportunity to choose their own personality and show their areas of concern. These bottled water are placed on the shelf and have a high degree of identification.
The final result is that the average monthly sales volume of each retail supermarket reached 3000 bottles.
Because the newspaper content on the bottle is limited , the QR code behind it can guide young consumers to pay attention to daily news, which has increased the online subscription of daily news by 20% in 60 days.
If these two cases are compared with other packaging cases I put before, you will find that they are not “fancy” and the gimmicks are not so big.
However, both Nongfu spring and daily news fit the tonality and use characteristics of the product itself.
The perfect combination of idealism and realism has not only impacted consumers’ visual feelings, but also completed the long-term goal of brand value transmission, and solved the short-term strategy of sales promotion.
This kind of packaging that serves the product and brand itself, but makes people shine before one’s eyes, which is the most interesting packaging design.
There are many similar cases. there is a FMCG that we do not mention, but People’s Daily life around the industry – condom industry.
When we talk about condoms, which style of the packaging that slipped through your mind?
Anyway, in my mind, it’s basically colorful, and I don’t know why condoms are always put with gum together .
But from the packaging point of view, we can find that the basic methods are still those.
Some brands especially like to stack the colors of various tones together and use the 7-second law to make visual impact.
Some brands like to print functional words directly in bold, trying to subconsciously anchor in an industry with homogeneous functions.
In the past, a popular style was to use ambiguous silhouette pictures and edge ball, touch ball to improve sales.
These are all regular.
Condoms, which have a certain taboo content in East Asian cultural circles, are closely related to “sex”, and it is indeed difficult to innovate in design.
However, on the contrary, once the innovation is made, the effect is earth shattering.
In this regard, Okamoto has always been ahead.
No pornography, no jokes. First of all, Okamoto conveys the idea of not taking condoms as special products.
In the general trend that the whole industry is a bit eye-catching, Okamoto’s style of packaging condoms as trendy products does touch young people’s consumption choice mentality.
This question is very interesting. In addition to all kinds of gorgeous packaging displays, we can see why packaging is so important.
Consumers value packaging, in fact, our traditional culture has been confirmed a long time ago.
The most famous story should be about getting the socket and returning the Pearl in Han Feizi.
Of course, this is an extreme case. I bought the packaging and returned the products in the packaging, but look at a leopard through a tube, we can see that the ancients have begun to think about the packaging.
What is packaging? Is it just a package to hold the product or a box to protect the product? Of course not.
In fact, packaging is an important source of consumers’ perception of environmental stimulation. In addition to providing nonverbal information transmission for product style, quality and function, it also carries the important functions of identifying the brand, improving experience, transmitting emotion and triggering communication.
In the famous 4P theory in the field of marketing, packaging is classified into products. Now it has been carried out alone as the marketing 5p theory, which demonstrates the importance of packaging again.
Especially in the field of fast-moving products. As you can see, packaging is largely linked to product sales. The thinking of consumers in the purchase decision-making of traditional products is long. Decision making is rational. However, the characteristics of fast-moving products determine that the buying habit is simple, fast and perceptual.
This instant decision-making style forces FMCG to pay the most attention to packaging iteration in all consumer goods sequences, and it is also the most amazing.
As you can see, almost all the case analysis of packaging companies, fast retailing products are the highlight, but also the most easy to make the packaging company shine.
Let’s enjoy some classic fast-moving packaging in recent years. There is no need for analysis. We can judge simply from the intuitive feeling of the senses.
First, let’s look at what’s in your mouth.
A closer look at these packages will show that they spend a lot of time choosing colors.According to a survey by the Center for Popular Color Research in the United States, there is a “seven-second rule” when people choose goods: facing a wide range of goods, people only need seven seconds to determine whether they are interested in the goods. In this brief and critical 7 seconds, the role of color accounted for 67%,which become an important factor in determining people’s likes and dislikes of goods.
This is why once fast-moving products often use gorgeous or even dazzling colors to attract people’s attention.
However, with the changes of The Times and the pattern of consumer purchasing power, brands began to pay more and more attention to the psychology of young consumers.
Young people can be defined by many labels, but in the marketing system, there are several general concepts, namely personalization, interest and style.
Looking back on the Tang Monk meat that every Chinese primary school student had been exposed to, the packaging can not be said not to be dazzling, but it is outdated. That’s the logic.
From the perspective of personalization, the once less mainstream color system of nude color now has its own living space.
There are two interesting cases in the consumer oriented industry.
They all got very good audience feedback through the upgrading iteration of packaging. While further strengthening the brand impression, the new vitality of the product is transmitted through the new packaging, and has received a good market response.
The same industry and different countries have saved the decline of the industry and created new industry segmentation through the ingenuity of packaging.
One of the domestic is Nongfu spring glass bottle water.
three years looking for five top design companies in the world to design. Finally, after 58 drafts, it chose the style that we see now.
The final version was designed by horse studio in the UK, and the illustration came from Natasha searston, a British illustrator.
For example, the design of the bottle is like a slowly falling water drop, and the animals and plants on the bottle confirm the unique ecological environment of Changbai Mountain. Among the 2,800 plants and 1,500 animals living in Changbai Mountain, the precious and rare
Siberian tiger, Chinese merganser , and Crabapple are selected.
The snow cover period of Changbai Mountain is 270 days, and the depth of snow can reach 2 meters, so a typical climate feature is also selected as the bottle body pattern.
On this basis, Nongfu spring also launched various commemorative versions of the Spring Festival, using the zodiac pattern as the selling point for special periods of time.
The most important thing is that through the launch of this package, Nongfu spring has completely built this high-end water brand line with a price of more than 40 yuan, breaking away from the stereotype that Nongfu spring once only anchored the middle and low-end market.
Another case comes from Japan, which is also bottled water, but it was made by the daily news newspaper.
After 2014, in order to solve the problem of fewer and fewer young people selling newspapers, Japan daily news decided to use newspapers as bottled water – the packaging of FMCG essential for Japanese young people
This is not a novel idea. None of us has had the life experience of using newspapers as temporary packaging, but the combination of newspapers and bottled water has detonated a trend among Japanese young people.
By choosing different news, young people are given the opportunity to choose their own personality and show their areas of concern. These bottled water are placed on the shelf and have a high degree of identification.
The final result is that the average monthly sales volume of each retail supermarket reached 3000 bottles.
Because the newspaper content on the bottle is limited , the QR code behind it can guide young consumers to pay attention to daily news, which has increased the online subscription of daily news by 20% in 60 days.
If these two cases are compared with other packaging cases I put before, you will find that they are not “fancy” and the gimmicks are not so big.
However, both Nongfu spring and daily news fit the tonality and use characteristics of the product itself.
The perfect combination of idealism and realism has not only impacted consumers’ visual feelings, but also completed the long-term goal of brand value transmission, and solved the short-term strategy of sales promotion.
This kind of packaging that serves the product and brand itself, but makes people shine before one’s eyes, which is the most interesting packaging design.
There are many similar cases. there is a FMCG that we do not mention, but People’s Daily life around the industry – condom industry.
When we talk about condoms, which style of the packaging that slipped through your mind?
Anyway, in my mind, it’s basically colorful, and I don’t know why condoms are always put with gum together .
But from the packaging point of view, we can find that the basic methods are still those.
Some brands especially like to stack the colors of various tones together and use the 7-second law to make visual impact.
Some brands like to print functional words directly in bold, trying to subconsciously anchor in an industry with homogeneous functions.
In the past, a popular style was to use ambiguous silhouette pictures and edge ball, touch ball to improve sales.
These are all regular.
Condoms, which have a certain taboo content in East Asian cultural circles, are closely related to “sex”, and it is indeed difficult to innovate in design.
However, on the contrary, once the innovation is made, the effect is earth shattering.
In this regard, Okamoto has always been ahead.
No pornography, no jokes. First of all, Okamoto conveys the idea of not taking condoms as special products.
In the general trend that the whole industry is a bit eye-catching, Okamoto’s style of packaging condoms as trendy products does touch young people’s consumption choice mentality.