Home Uncategorized What is the difference between domestic and foreign toothpaste packaging design?

What is the difference between domestic and foreign toothpaste packaging design?

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Summarize the differences and similarities between the packaging design of toothpaste at home and abroad

domestic packaging design tends to emphasize the brand, and there is usually a large logo on it.

three principles of packaging design: eye-catching, understanding and favor
the so-called packaging not only has the function of acting as the God of product protection, but also has a positive role in promotion. With the fierce market competition in recent years, more and more people are trying their best to make it play the latter role. Japanese scholar yizhizhuo once put forward a principle of “eye-catching, understanding and favor”
to promote sales, eye-catching packaging must first attract consumers’ attention, because only goods that attract consumers’ attention can be purchased. Therefore, the packaging should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and distinctive materials to make the packaging have eye-catching effects and make consumers have strong interest as soon as they see it
the unique and novel shape can attract consumers’ attention. For example, the shape of wine bottles is generally based on cylinders. Some wine bottles use imitation modeling and are designed into complex anchor or human shape. In a batch of wine bottles with cylinder and cuboid shapes, they will appear very prominent and beautiful
the beauty of color is the easiest thing for people to feel. Some marketing scholars even think that color is the first factor determining sales. In their long-term market research, they found that some colors, as the packaging of products, will make products surprisingly difficult to sell, and gray is one of them. They believe that this is because gray is difficult to make people move, and it is naturally difficult to produce the impulse to buy. They put forward that red, blue, white and black are the four major sales colors, which was found when making and comparing the images of red, blue, white, black, green, orange, yellow and tan. Taking red as an example, it has the most images, and it is the image with the most powerful relationship with life, such as sun, fire and blood. Therefore, red is the most exciting. Blue, white and black are also closely related to the sun. The sun is always high above the blue sky. As soon as the sun goes down, it gets dark. When the sun rises again at dawn, the eastern sky becomes fish belly white. These four colors are important colors that dominate our daily life rhythm. As sales colors, they can arouse consumers’ interest and interest. This analysis is reasonable. Pattern is combined with color. The carton packaging of “Snow Lotus” cashmere sweater is soft light green, and there is a protruding white snow lotus pattern on the box, which is particularly elegant and eye-catching. Outside the bottle of “Western Han ancient wine”, there is a brand with antique black pattern on a red background. On the yellow background of the packing box, there are four strong and dignified black seal characters “Western Han ancient wine”, which looks like an old man telling a long story. In a row of colorful wine bottles, its unique style is very eye-catching
generally speaking, the packaging pattern should mainly set off the brand trademark, fully display the characteristics of the brand trademark, so that consumers can immediately identify the products of a factory, especially famous brand products and famous brand stores, from the phonetic symbols and the overall packaging pattern. The striking trademark on the packaging can immediately attract consumers. The change of packaging materials has also attracted people’s attention. The porcelain gifts exported from Shandong are creatively packed in portable boxes made of corn husks, which not only makes full use of the surplus rural labor force, but also makes a large number of local cheap materials into industrial and artistic packaging with folk characteristics and elegant texture, which is more artistic than ordinary carton packaging. Sichuan’s famous “silk wrapped rabbit” food was originally packaged in red rectangular cartons, but now it is woven into exquisite cylindrical containers with thin bamboo strips, which is unique and beautiful, forming an unforgettable impression
to understand successful packaging, we should not only arouse consumers’ attention and interest in products through the use of shapes, colors, patterns and materials, but also enable consumers to accurately understand products through packaging. Because the purpose of people’s purchase is not the packaging, but the products in the packaging. The most effective way to accurately convey product information is to truly convey the product image. Fully transparent packaging can be adopted, windows can be opened on the packaging container to display the product, product graphics can be drawn on the packaging, concise text instructions can be made on the packaging, color product photos can be printed on the packaging, etc
a “skylight” is opened on the top of the carton packaging of “Xuelian” brand cashmere sweaters. The color and texture of cashmere sweaters can be clearly seen through cellophane for easy selection. The “diamond” brand stainless steel kitchen knives in Yangjiang, Guangdong are packed in cartons with fixed knife bodies, which makes handling and sales convenient; Close up photography is used on the box surface to show the scene of confrontation; The base map is vegetables and meat, attached with photos and descriptions of the origin, history and quality of the kitchen knife, so that its long history and high quality can be truly and intuitively displayed, which is welcomed by customers at home and abroad
to accurately convey product information also requires that the level of packaging should be commensurate with the level of the product. Masking or exaggerating the quality and function of the product is a failed packaging. Ginseng exported from China was once packed in gunny bags and cartons. Foreign businessmen suspected that it was dried radish. Naturally, it was understood from this crude packaging grade
on the contrary, low-grade products with gorgeous and expensive packaging will not attract consumers. At present, most of the small food packages in China’s market are very exquisite. The eye-catching colors, gorgeous patterns and silver glittering aluminum foil bags, coupled with moving instructions, have great temptation to consumers, especially children. However, many times, the value of the food in the bags is far from the price, which makes people feel cheated. Therefore, The grade of packaging must adapt to the grade of products
according to the successful experience of domestic and foreign markets, the packaging of high-end consumer goods used by high-income people mostly adopts simple and clear pictures, soft and elegant colors and superior materials; For low-grade consumer goods used by low-income people, they mostly use obvious and bright colors and pictures, and then use the word “economic benefit”, which is to accurately convey the product information to consumers and make them understand
accurately conveying product information also requires that the shape, color and pattern used in packaging do not violate people’s habits, resulting in misunderstanding
for example, the application of packaging color has such experience: butter is unsalable without yellow packaging design, and coffee can not be sold with blue packaging, because people have a relatively fixed understanding of the product content represented by some colors for a long time, and these colors can also be called commodity image colors. Some commodity image colors come from the commodity itself. Tea color represents tea, peach color represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and coffee color comes from coffee
there are some psychological stereotypes, such as the relationship between color and taste. Japanese marketers have done some psychological tests and asked
consumers to look at two brands of curry packaging boxes to distinguish between sweet curry and spicy curry. Gurico curry is sweet, but 70% of people look at its red packaging box and think it is spicy. The packaging box of sb gold medal sweet curry is yellow, which is recognized by most people. Obviously, the sb gold medal sweet curry packaging is understood by people, and it must sell better than gulico curry. In fact, the sb gold medal spicy curry packaging box uses red and black packaging design. It sold very well when it was listed around 1965, making its stock price soar. This shows that the red and black design clearly expresses the meaning of spicy taste and is understood by consumers. The commodity image color is not complex and profound, and ordinary consumers can understand it very naturally
liking means that the shape, color, pattern and material of the package should arouse people’s favorite emotions, because people’s likes and dislikes play a very important role in buying impulse. Good impression comes from two aspects. The first is the practical aspect, that is, whether the packaging can meet all aspects of consumers’ needs and provide convenience, which involves the size, quantity and beauty of the packaging. The same skin care cream can be in large bottles or small boxes. Consumers can choose according to their habits. The same products are exquisitely packaged and easy to be selected as gifts, and those with poor packaging can only be used by themselves. When the packaging of products provides convenience, it will naturally arouse the favor of consumers
liking also comes directly from the feeling of packaging shape, color, pattern and material. This is a comprehensive psychological effect, which is closely related to the individual and the personal atmosphere environment. In terms of color, everyone has their own favorite and annoying colors, which of course can not be forced to be the same, but they also have something in common. For example, most women like white, red and pink, which are called women’s colors. The packaging of women’s products can attract women’s love by using white and red. Men like solemn and serious black. Black is also called male color. The packaging and black of men’s special products can be favored by men. Different nationalities have different favorite colors, known as national colors. Americans like yellow. Goods packaged in yellow sell well, such as Kodak color film, products of kadapira company, the world’s largest construction machinery manufacturer, cosmetics of kurerolu, sunscreen of maki fakuta company, etc. But the Japanese don’t like yellow. In Japan, yellow packaging is often hard to sell. Some people think that Americans like yellow because they love blondes, and because the sun looks golden in the hot areas of Southern States, we won’t discuss the mystery here in depth. This kind of national favorite psychology is also relative and changing. We just emphasize that the feeling of joy and disgust can affect the purchase behavior.

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