(b) The concept of "positioning" in design orientation was first proposed in 1969. Product packaging has achieved significant results through positioning design. Therefore, foreign market sales strategy in the 1970s was called "positioning" strategy. In the early 1980s, when some packaging design experts in Europe and America came to China for academic exchanges, they introduced the theory and methods of positioning design.
The method of positioning design is to divide the information that needs to be conveyed from the investigation and research into three aspects and then position it.
The first is the positioning of trademark brands, indicating who produced them;
The second is product positioning, to reflect what is the product, is a new product or a traditional product, what are the characteristics, etc.;
The third is the positioning of consumers, who is specifically for whom they produce, who they sell to, what class and group they belong to, and whether they are for the domestic market or the foreign market. Each of these three aspects of positioning can be divided into several small parts.
1. Trademark brand positioning Trademarks are trademarks of commodity manufacturers. If it is a newly designed trademark, it has a problem of positioning design. The design and positioning of the brand name is to contact the goods, the second is to contact the manufacturer, and the third is to be easy to remember and easy to remember.
(1) Trademarks should be consistent with the attributes of the goods. Do not use names that are inexplicable. The brands such as "Retired" shoes and "U.S. and Canada" cosmetics are very representative of the nature of commodities and therefore are easily accepted by people.
(2) Brands highlight corporate image and are associated with manufacturers. For example, Shanghai Guanshengyuan is a food factory that people are familiar with. The brand name of food is unified by its name. Even new products give people a sense of trust.
(3) Trademarks should be easy to remember and easy to remember. Design and positioning should consider the use of unique graphics and logos. Such as "flying card" trademark, is looking at a look down a picture, but also reflects the properties of electrical products, so it has a strong visual impact.
2. Product positioning can be divided into the following aspects:
(1) Product variety positioning:
For example, cosmetics, skin cream or nutrition cream? Is it lipstick or eye shadow? What kind of perfume is it? Another example is milk powder, full-fat, semi-skimmed, full-fat, mother emulsified, amino acids, multi-dimensional, instant and other varieties. The design needs to emphasize which of the products it belongs to in order to help show the characteristics of the respective product. Product positioning is to give consumers a very clear and not ambiguous information. The difference between some products is very small, design should be carefully designed, be sure to distinguish it from other products.
(2), product features positioning:
Since the raw materials, production processes, functions, shapes, and colors of the products are all different, each has its own characteristics. That is, some similar products will have different characteristics. Therefore, these characteristics should be emphasized in the packaging and decoration design to distinguish other similar products. For example, the “Checkered Colored Pencils†package contains a lot of colored pencils of the same type, but the designer of the package has cleverly designed the package as a checkerboard. The colored pencils are stationery and checkers. They can be both practical and toys. Compared with similar products, it has its own distinctive features, unique ideas and unique style.
(3) Positioning of product use time:
Some products are used for a certain period of time. For example, some cosmetics are used for morning makeup, others are used before nighttime sleep, and some are used during sunbathing to protect the skin. Another example is the use of some wedding gifts, birthday gifts and other products, all have a certain amount of time. Therefore, the concept of time-use of products should be reflected on the screen.
(4) Product Positioning:
Commodity packaging should pay attention to reputation, should be consistent, this is a design principle that should not be violated. In general, the price reflects the quality level of the product. Designers need to consider the packaging and decoration design according to the product price, which involves the problem of product positioning. Appropriate grade positioning can accurately describe the value of the product. We can not design the packaging of low-grade products to be very luxurious, which will increase the production cost and sales price, thereby increasing consumers' unnecessary burdens and making people afraid to look for them; nor can they design the packaging of high-end products as the packaging of low-grade products. It does not match the product's worth. However, the packaging and decoration of low-end products must not be made indiscriminately. The packaging and decoration of high-end products must not be too luxurious.
4. The sales target of consumer-oriented products is a point that modern packaging and interior design must attach great importance to. Neglecting the needs of consumers will not be marketable, and consumers should be able to feel that this product is produced for his needs.
(1) Social class positioning:
Consumer orientation should consider whether the consumer is a male or a female; whether it is a child, a youth or an old person, as well as different cultures, different social status, different nationalities, different living habits, different economic conditions, different politics and religions. Faith, different psychological needs, different family structures, and so on.
(2), psychological factor positioning:
One of the most important aspects of successful merchandise packaging and decorating design is to use psychological influence. The same product, the same packaging and decoration form, the only difference is the configuration of color, it will often make consumers have different psychological effects, and produce different choices. For example, some products are determined to sell children, but children's products are generally purchased by their parents or elders. Therefore, children's products should not only be attractive to children, but also consider the psychological factors parents use to select their children's products. At present, when designing a series of products for children abroad, it is considered that parents always hope that their children will receive more education through various channels, and they can do it better, often printing some knowledge on the packaging. Sexual and interesting stories, although these contents are not related to the product, can cut parents' attention to develop children's intelligence. Another example is the Rolink Rock Company, which produces beer in the United States, and has been doing well since its inception in 1939. However, sales fell sharply after entering the 1980s and eventually had to be sold to the Labat family. The new company is the marketing expert John Chapell. When Chapel took office, he made drastic changes to the company. One of the measures was to change the shape of beer bottles. He redesigned a kind of green bottle and painted it with a conspicuous art decoration. It looks like a hand-painted one. It is very noticeable in many beers. It makes Rolling Rock beer a product that is not popular and has a kind of nobleness. quality. This kind of bottle is not so much a packaging as a decoration, but many consumers think that the beer in the bottle is better. Later, when the sales of Rolling Rookes rose steadily, people asked about their mysteries. Chapelle replied: "The green bottle is the key to establishing our competitive advantage." This is the shape and decoration of packaging containers through consumption. The psychological effect of the person.
In addition, some of the text on the package can also have a considerable psychological effect on consumers, such as in China's milk powder market, imported milk powder accounted for a larger market share. In comparison, it can be found that the text on the packaging of imported milk powder is very rich. It includes important matters, precautions, feeding instructions, methods of disinfection and reconstitution of milk products, nutrition information, nutrient content table, production date, and site. In addition, imported milk powder will tell the consumer exactly how much milk should be added to the package description. For example, "Li Duo Jing" clearly states that "using less or more than the specified amount of milk powder will make the baby Without proper nutrition or dehydration, do not change the concentration of milk without medical advice." When some domestic companies blindly lead consumers to “a certain milk powder can replace breast milk,†“Li Duo Jing†wrote in its advertising language: “Best milk is the best food for babies and you decide to use a larger amount. Before baby formula, you should first listen to the doctor's opinion.†This responsible attitude is actually the best respect for consumers. As long as it is a variety of information on infant formula feeding, it can be seen on the packaging of imported milk powder. Maybe some people think that this is a superfluous move, but it is absolutely useful for young mothers. According to Nestlé's survey, parents who have fed infants with "Li Duo Jing" powdered milk have all seen this series of information on the packaging and have seen it very seriously. In fact, these materials are the only driving force that has consistently led young parents to purchase their products repeatedly. In particular, those figures and tables, in the eyes of the Chinese people, represent authority and represent a formal, professional, and formal thing. These charts and various materials make young parents very trustful of this. Products, I believe this product is of superior quality.
Innovation, seeking beauty, and seeking change are people's common mentality. In popular terms, it is the psychology of pursuing freshness. People are becoming more interested in traditional style packaging after they have used the modern style of packaging. Hong Kong and Macao compatriots have always welcomed packaging and decoration with auspicious meanings. "Fuk, Lu, Shou and Yan" are all good forms that they can never afford to be tired of. It can be seen how to grasp consumer psychology has become one of the characteristics of modern commodity packaging and decorating design. The packaging design of modern goods is to study consumers first and study consumer psychology. All blindness should be avoided before designing, and design plans should be drawn up based on reality.
"Location design" is a product of product competition. The design is to study how to break through the existing packaging and decoration forms and levels of competitors. If other people's product packaging highlights the place of origin and its origin is its advantage factor, then it is necessary to highlight the advantages of other aspects of the product, especially the features that competitors do not have. This is the focus of work and the design method of choosing a positioning.
Positioning has been described in the three aspects of positioning, in most cases, each piece of packaging and decoration should highlight a key, or highlight the trademark, other content can be placed on the side or back of the package, or highlight the product or consumer . Because the packaging screen is limited, it is impossible to cover all aspects. If the content is too much, it is easy to make the screen crowded. It is better to highlight a certain aspect and the effect is stronger and better. The so-called positioning is focused on highlighting advantages. Of course, the use of combined positioning as needed is also a common method, as we have mentioned in the section on “creative ideasâ€, and there should still be a tendency of performance (positioning) in this case.
To sum up, positioning can be roughly the following seven ways:
1. Positioning of trademark brand;
2, product positioning;
3, consumer positioning;
4, the combination of trademark brand and product positioning;
5, the combination of trademark brand and consumer positioning;
6. The combination of product and consumer positioning;
7. The combination of trademark brand, product and consumer. This type of positioning should have a major tendency and cannot be averaged in three ways.
In the increasingly personalized consumer and diversified marketing methods, modern packaging design has evolved from basic functions such as protection of goods, beautification, and promotion to more emphatic, multi-perspective, and visual representations of the times. The positioning of modern packaging design is usually reflected by three basic factors: brand, product and consumer. The popular one is: Who am I? What to sell? Who to sell to? (one two three four five six seven)
The method of positioning design is to divide the information that needs to be conveyed from the investigation and research into three aspects and then position it.
The first is the positioning of trademark brands, indicating who produced them;
The second is product positioning, to reflect what is the product, is a new product or a traditional product, what are the characteristics, etc.;
The third is the positioning of consumers, who is specifically for whom they produce, who they sell to, what class and group they belong to, and whether they are for the domestic market or the foreign market. Each of these three aspects of positioning can be divided into several small parts.
1. Trademark brand positioning Trademarks are trademarks of commodity manufacturers. If it is a newly designed trademark, it has a problem of positioning design. The design and positioning of the brand name is to contact the goods, the second is to contact the manufacturer, and the third is to be easy to remember and easy to remember.
(1) Trademarks should be consistent with the attributes of the goods. Do not use names that are inexplicable. The brands such as "Retired" shoes and "U.S. and Canada" cosmetics are very representative of the nature of commodities and therefore are easily accepted by people.
(2) Brands highlight corporate image and are associated with manufacturers. For example, Shanghai Guanshengyuan is a food factory that people are familiar with. The brand name of food is unified by its name. Even new products give people a sense of trust.
(3) Trademarks should be easy to remember and easy to remember. Design and positioning should consider the use of unique graphics and logos. Such as "flying card" trademark, is looking at a look down a picture, but also reflects the properties of electrical products, so it has a strong visual impact.
2. Product positioning can be divided into the following aspects:
(1) Product variety positioning:
For example, cosmetics, skin cream or nutrition cream? Is it lipstick or eye shadow? What kind of perfume is it? Another example is milk powder, full-fat, semi-skimmed, full-fat, mother emulsified, amino acids, multi-dimensional, instant and other varieties. The design needs to emphasize which of the products it belongs to in order to help show the characteristics of the respective product. Product positioning is to give consumers a very clear and not ambiguous information. The difference between some products is very small, design should be carefully designed, be sure to distinguish it from other products.
(2), product features positioning:
Since the raw materials, production processes, functions, shapes, and colors of the products are all different, each has its own characteristics. That is, some similar products will have different characteristics. Therefore, these characteristics should be emphasized in the packaging and decoration design to distinguish other similar products. For example, the “Checkered Colored Pencils†package contains a lot of colored pencils of the same type, but the designer of the package has cleverly designed the package as a checkerboard. The colored pencils are stationery and checkers. They can be both practical and toys. Compared with similar products, it has its own distinctive features, unique ideas and unique style.
(3) Positioning of product use time:
Some products are used for a certain period of time. For example, some cosmetics are used for morning makeup, others are used before nighttime sleep, and some are used during sunbathing to protect the skin. Another example is the use of some wedding gifts, birthday gifts and other products, all have a certain amount of time. Therefore, the concept of time-use of products should be reflected on the screen.
(4) Product Positioning:
Commodity packaging should pay attention to reputation, should be consistent, this is a design principle that should not be violated. In general, the price reflects the quality level of the product. Designers need to consider the packaging and decoration design according to the product price, which involves the problem of product positioning. Appropriate grade positioning can accurately describe the value of the product. We can not design the packaging of low-grade products to be very luxurious, which will increase the production cost and sales price, thereby increasing consumers' unnecessary burdens and making people afraid to look for them; nor can they design the packaging of high-end products as the packaging of low-grade products. It does not match the product's worth. However, the packaging and decoration of low-end products must not be made indiscriminately. The packaging and decoration of high-end products must not be too luxurious.
4. The sales target of consumer-oriented products is a point that modern packaging and interior design must attach great importance to. Neglecting the needs of consumers will not be marketable, and consumers should be able to feel that this product is produced for his needs.
(1) Social class positioning:
Consumer orientation should consider whether the consumer is a male or a female; whether it is a child, a youth or an old person, as well as different cultures, different social status, different nationalities, different living habits, different economic conditions, different politics and religions. Faith, different psychological needs, different family structures, and so on.
(2), psychological factor positioning:
One of the most important aspects of successful merchandise packaging and decorating design is to use psychological influence. The same product, the same packaging and decoration form, the only difference is the configuration of color, it will often make consumers have different psychological effects, and produce different choices. For example, some products are determined to sell children, but children's products are generally purchased by their parents or elders. Therefore, children's products should not only be attractive to children, but also consider the psychological factors parents use to select their children's products. At present, when designing a series of products for children abroad, it is considered that parents always hope that their children will receive more education through various channels, and they can do it better, often printing some knowledge on the packaging. Sexual and interesting stories, although these contents are not related to the product, can cut parents' attention to develop children's intelligence. Another example is the Rolink Rock Company, which produces beer in the United States, and has been doing well since its inception in 1939. However, sales fell sharply after entering the 1980s and eventually had to be sold to the Labat family. The new company is the marketing expert John Chapell. When Chapel took office, he made drastic changes to the company. One of the measures was to change the shape of beer bottles. He redesigned a kind of green bottle and painted it with a conspicuous art decoration. It looks like a hand-painted one. It is very noticeable in many beers. It makes Rolling Rock beer a product that is not popular and has a kind of nobleness. quality. This kind of bottle is not so much a packaging as a decoration, but many consumers think that the beer in the bottle is better. Later, when the sales of Rolling Rookes rose steadily, people asked about their mysteries. Chapelle replied: "The green bottle is the key to establishing our competitive advantage." This is the shape and decoration of packaging containers through consumption. The psychological effect of the person.
In addition, some of the text on the package can also have a considerable psychological effect on consumers, such as in China's milk powder market, imported milk powder accounted for a larger market share. In comparison, it can be found that the text on the packaging of imported milk powder is very rich. It includes important matters, precautions, feeding instructions, methods of disinfection and reconstitution of milk products, nutrition information, nutrient content table, production date, and site. In addition, imported milk powder will tell the consumer exactly how much milk should be added to the package description. For example, "Li Duo Jing" clearly states that "using less or more than the specified amount of milk powder will make the baby Without proper nutrition or dehydration, do not change the concentration of milk without medical advice." When some domestic companies blindly lead consumers to “a certain milk powder can replace breast milk,†“Li Duo Jing†wrote in its advertising language: “Best milk is the best food for babies and you decide to use a larger amount. Before baby formula, you should first listen to the doctor's opinion.†This responsible attitude is actually the best respect for consumers. As long as it is a variety of information on infant formula feeding, it can be seen on the packaging of imported milk powder. Maybe some people think that this is a superfluous move, but it is absolutely useful for young mothers. According to Nestlé's survey, parents who have fed infants with "Li Duo Jing" powdered milk have all seen this series of information on the packaging and have seen it very seriously. In fact, these materials are the only driving force that has consistently led young parents to purchase their products repeatedly. In particular, those figures and tables, in the eyes of the Chinese people, represent authority and represent a formal, professional, and formal thing. These charts and various materials make young parents very trustful of this. Products, I believe this product is of superior quality.
Innovation, seeking beauty, and seeking change are people's common mentality. In popular terms, it is the psychology of pursuing freshness. People are becoming more interested in traditional style packaging after they have used the modern style of packaging. Hong Kong and Macao compatriots have always welcomed packaging and decoration with auspicious meanings. "Fuk, Lu, Shou and Yan" are all good forms that they can never afford to be tired of. It can be seen how to grasp consumer psychology has become one of the characteristics of modern commodity packaging and decorating design. The packaging design of modern goods is to study consumers first and study consumer psychology. All blindness should be avoided before designing, and design plans should be drawn up based on reality.
"Location design" is a product of product competition. The design is to study how to break through the existing packaging and decoration forms and levels of competitors. If other people's product packaging highlights the place of origin and its origin is its advantage factor, then it is necessary to highlight the advantages of other aspects of the product, especially the features that competitors do not have. This is the focus of work and the design method of choosing a positioning.
Positioning has been described in the three aspects of positioning, in most cases, each piece of packaging and decoration should highlight a key, or highlight the trademark, other content can be placed on the side or back of the package, or highlight the product or consumer . Because the packaging screen is limited, it is impossible to cover all aspects. If the content is too much, it is easy to make the screen crowded. It is better to highlight a certain aspect and the effect is stronger and better. The so-called positioning is focused on highlighting advantages. Of course, the use of combined positioning as needed is also a common method, as we have mentioned in the section on “creative ideasâ€, and there should still be a tendency of performance (positioning) in this case.
To sum up, positioning can be roughly the following seven ways:
1. Positioning of trademark brand;
2, product positioning;
3, consumer positioning;
4, the combination of trademark brand and product positioning;
5, the combination of trademark brand and consumer positioning;
6. The combination of product and consumer positioning;
7. The combination of trademark brand, product and consumer. This type of positioning should have a major tendency and cannot be averaged in three ways.
In the increasingly personalized consumer and diversified marketing methods, modern packaging design has evolved from basic functions such as protection of goods, beautification, and promotion to more emphatic, multi-perspective, and visual representations of the times. The positioning of modern packaging design is usually reflected by three basic factors: brand, product and consumer. The popular one is: Who am I? What to sell? Who to sell to? (one two three four five six seven)
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