Commodity packaging a brand belief
In the past l0 years, Chinese enterprises a "brand", "brand" noise, but many enterprises in the pursuit of "popularity" in the process of vain. The right direction to build a brand is to pursue consumer recognition. When building a brand, it pays attention to the internal quality of the goods, so that the product quality and the appropriate price can consolidate the consumer group, at the same time, it also pays attention to the efforts in packaging skills, and establishes a more direct brand appearance image with the exquisite packaging of the goods. Because the packaging of the goods is exquisite and unique, it can not only make the goods have a well-known sales effect, but also a brand belief that penetrates the heart of consumers, prompting people to have a desire to buy the goods.
After years of research, sales psychologists believe that people's consumption behavior is closely related to the feeling brought by the packaging of goods. As long as the packaging pays attention to aesthetics, can reflect the quality of the product and the exquisite connotation, it will make the product sales miracle, and establish the belief of the brand in the minds of consumers. Therefore, according to the product category and consumer psychology and design of novel and unique product packaging, the most easy to leave a deep impression in people's minds. The establishment and dissemination of a brand cannot be separated from the beautifully decorated packaging, but also from the image publicity packaging of advertising. In the beverage industry, the uniform fresh orange and Coca-Cola queer on product packaging is an example. Fresh orange and queer, one has become the domestic fruit juice beverage leader, one is claimed to account for 50% of the fruit juice beverage market in a few years, the new army, but their success factors are from the deep packaging changes and packaging changes caused by the point of sale. The launch of unified fresh orange PET packaging is the most important success factor, fashionable PET packaging, from packaging to positioning can be said to provide a strong comparability for the brand transfer of consumers, therefore, fresh orange more fashion packaging, soon in the minds of consumers to establish the belief in the brand, and fresh orange more change packaging launched, and did not invest in many media subjects queer, The queer image on its packaging is organically consistent with the current network animation, and this consistency makes the product have a natural affinity with consumption on character characteristics. Through innovative packaging and brand image with appeal and affinity, it not only guides consumers' consumption behavior attractively, but also effectively establishes the "queer" brand belief among children, a huge consumer group. The image of blue water droplets on the cool JU 'b packaging, like a small monster and like graffiti in the hands of children, coupled with the extension of Coca-Cola's own corporate image, makes the queer brand image in the "character marketing" show a strong affinity and appeal, which has a strong resemblance to McDonald's Snoopy and 7Up's cartoon Mr..
Goods not only need to be beautifully designed outer packaging, but also need a power that can attract people's attention and seize people's psychological needs, which is deeply branded in people's impression of the brand belief. Nowadays, with the rich and colorful commodity material and the change of people's consumption psychology, the society has gradually stepped into the era of the pursuit of beauty and spiritual pleasure of "emotional consumption". The second place "Sprite", also recently with a new packaging new logo to show in front of consumers. This is the third time since "Sprite" re-entered China in 79 to change the logo on the packaging, and it is also another new design of the outer packaging logo implemented by Coca-Cola in just two months. The "change of face" of "Sprite" is not only a new brand image, but more importantly, the change of its logo is more agreeable and caters to the psychology of consumers. The biggest change in the new Sprite product is reflected in the background design and color combination, the original "water pattern" design is replaced by the new "S" shaped bubble flow design; The traditional green background was replaced by a blue-green gradient, and the combination with the bubble stream became the Sprite New Vision identity. Although the product packaging is a kind of aesthetic but silent material, and it is the most convincing salesman, so, the packaging design that clearly includes aesthetics, in the mind of consumers is a voice, it will shout to your heart, so that you can not control your desire to buy.
The packaging is beautiful and distinctive, and will leave an important first impression. Can attract consumers to appreciate, easy for people to use or eat when opened, because the packaging determines the product's own ancestors to promote the function. Why do Coca-Cola sell so well in our country? Its packaging and advertising play a huge role. The amount of canned El in our country is very large, and there are hundreds of varieties. Exports to 35 countries. Data show that China's canned export earning capacity is very high, earning more than $900 million a year. But in the domestic market is not prosperous, the reason is that the packaging is single, difficult to open, the people are not willing to favor cans. In order to open up the domestic market, the canned packaging produced by some enterprises is also "changing its face", and many varieties of canned food such as cans packaging and eight-treasure porridge are used. At present, domestic canning enterprises are actively improving the form of packaging and preparing for diversified development.
The packaging of Coca-Cola represents the culture of the United States, I believe that the packaging of many brand products in China has been developed, innovated and constantly "changing face", and there will be a number of packaging brands representing Chinese culture.
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