West Wind's packaging design strategy

When you look for products in a store or supermarket, your eyes stay on each product for a maximum of only half a second. Therefore, the packaging design must be direct and intuitive. A good packaging design is the key to successful sales. "Packaging is the best advertisement for a product" has become a famous saying. At this time, packaging design strategies that promote sales and reflect brand value are important.

Good packaging design is not only simple in terms of color and shape. In many industries, packaging design plays a decisive role. Especially for the food and beverage industry, the significance of packaging design in marketing is self-evident. In today's increasingly global shopping environment, only a strong package identification system can provide businesses with a successful opportunity.

When we took over the task of packaging design, we did not immediately start designing, but first we clearly defined the goals of packaging design with customers. For example: the location of the packaging in the entire marketing campaign; the various design strategies developed around the price positioning; who has contact with the packaging; whether it is serial; how the audience uses the packaging; and what the brand value of the packaging is; The role of the overall brand structure; what kind of brand personality you hope to establish in the future; how does the personality of these brands extend into other product lines; at the same time, whether packaging design elements can be fully expressed and unified in brand promotion; The size, material, and unit volume are the most cost-effective without affecting the shelf display effect.

These are the problems that our "branding origin" brand design strategy solves - "not only promoting sales but also accumulating brand value." This design concept is the result of years of research and practice of European and American design. From our case and the success of strong brands in Europe and America, we can prove that the importance of product packaging design in the marketing process.

Therefore, we believe that evaluating the level of a brand consultant and designer can be seen from the packaging design to understand the brand. Because packaging can best reflect a good designer's research on consumer value orientation, understanding of brand positioning, and the ability to build a brand value system based on packaging.

Packaging design is a competitive design:

Modern products compete with each other to occupy more shopping malls and supermarkets and strive for more customers. Successful packaging design requires full and comprehensive research. It not only needs to study the product design of competitors, but also the way in which products are displayed and sold, including the method of product promotion, ambient lighting conditions, identification elements with legal protection, and consumption. Cognitive, transportation and security guarantees. If you see a milk box on a distant shelf, you know that it is our product. This is our purpose. Our packaging design seems simple, but it is very complicated and strategic from the planning to the actual operation. The design principle is quite clear. To reflect who owns the product, the person at a glance knows that it is a basic need product.

Packaging design is advertising:

The packaging design of the product is not independent, and it should also be compatible with advertising and various promotion methods. When you see any one of the media's dissemination of information can be associated with the packaging of the identification element, the advertising value of advertising is correct and effective. This is the problem that our "branding origin" brand design strategy solves - "not only promoting sales but also accumulating brand value." Therefore, the packaging design must reflect the goals of the advertising campaign through slogans, colors or images. The terms on the package must be consistent with the sales plan, and consistent with the overall brand positioning, target-oriented customer base.

CI design must maintain long-term close cooperation with the company to be effective. It is by no means the completion of a one-off routine CI design project. The advertising content of each stage of the company is different, and new packaging is constantly emerging. You can take an empty one. CI design to meet the actual needs of the company in the future?