4 Design cultural packaging, contrasting the brand's cultural atmosphere. The so-called cultural packaging is to cut consumer psychology of pursuing a high-grade culture. The rational core of traditional culture or modern culture is subtly integrated with packaging. With the continuous improvement of the aesthetic level and cultural accomplishment, consumers are buying goods. Not only consider the economics and durability of goods. Pay more attention to the consumption of cultural products. From the long-established source of history and culture, Jvi's colorful culture of the Sui Dynasty has been adopted. JI has made it possible to combine product features and information organically, and has become a trend such as our country. The South-to-Home Winery, after its products "history packaging," has launched a series of products such as "The Royal Bathing, Self-Drunkening," "The Tigers and the Tigers", "The Eight Immortals Crossing the Sea," and the Jinyu Liangyuan. Rich Chinese traditional culture style. Very popular with foreign customers, known as "the treasure of Oriental wine culture."
5 through the planing new packaging, display the brand's personal value. The so-called innovative packaging is the packaging of goods does not copy, not the same. Instead, new materials, new processes, new patterns, new shapes are used. Give consumers a fresh look = for example. Shanghai Wei Shide Candy Food Co., Ltd. A variety of artistic portraits were printed on candy papers with elegant scenery, and the Yellow Emperor and Daxu were assigned to Li Baicheng and Tan Tongtong. There were 1oo names ^. With the advent of the information society and faster pace of life, people generally have a nostalgic psychological tendency. The nostalgic packaging of goods comes from this. This type of packaging uses more natural materials and has rough and simple furnishings that are as old as the past, such as antique furniture, antique clothes, and antique daily necessities. Therefore, it is necessary to borrow ancient packaging for ancient times. Such as "Hua Wei" wine packaging, "嫦娥" moon cake packaging, will be favored by customers.
6 Develop green packaging to increase the brand's environmental protection content. The so-called green packaging is to consider maintaining the ecological balance in the packaging design process. Protect the natural environment, benefit human health, and facilitate sustainable packaging.
Green packaging is an important weight for a new round of market competition. It also provides favorable conditions for Chinese companies to integrate with international standards and create green brands. In this country, companies must focus on selecting and designing packaging materials. Under the premise of guaranteeing the packaging function, try to reduce the damage to the environment caused by the packaging; the packaging structure design should ensure the health of consumers, use safety, convenience and reliability: At the same time, pay attention to the propaganda function of the green packaging. Green packaging is an intuitive and effective advertising method for corporate image segment green products and brands. The characteristics of green products should be highlighted in the packaging design. The pattern content is healthy and concise, and attention is paid to product quality signs, environmental signs, and usage methods on landmarks. It may explain the recycling methods of packaging discards.
Third, the problems that should be paid attention to in the implementation of packaging strategy in brand building
1 Brand, packaging, price and other elements of coordination. In the market more and more inclined to subdivision and positioning conditions, not only consumers like to identify their identity products. Producers prefer to have a fecal consumer group that can become a loyal customer. Then, companies no longer expect that all people will buy their production. In the process of actual malpractice, what level of people tends to come from what level of things, the brand will then become part of the product. It is not so much that people are buying goods; it is better to buy brands than people are. The brand is not an isolated thing, and the most closely related is the packaging and price. If the brand and packaging, the price is consistent. Consumers think that buying is worth a negative. Consumers may give up buying.
From this we can list many formulae:
1) First Class Ten Packaging + First Price
2) First-class Crystal Eleventh Packaging + Second Price
3) First Class + Second Class + First Class Price
4) first-class brands such as 12 packaging + third-class price
5) first-class brands + upgrade packaging + Dan-class prices such an equation can also list many, it is clear. (1), (2), (5) are desirable: we need to work hard. It is the harmonization of brand, packaging and price.
2. Ethical issues. Product packaging. Not only is the container and promotion of gifts. Also contains the ethical content of # rich if a brand of goods in the packaging design is contrary to the socially recognized ethical spirit. The brand will not be recognized by consumers. At present, the ethical questioning of embryos caused by packaging mainly involves four parties:
(1) Packaging materials The provision of safe products and packaging for consumers is an ethical responsibility of the company. For example, there is a fresh-keeping package that can keep foods fresh and not degenerate, but it will make the foods toxic. If companies do not tell consumers the negative effects and potential dangers, then it will violate ethical principles. (2) Text description From an ethical point of view, the text description not only provides consumers with the right guidance for purchasing and using Crystal, but also misleads consumers. For example, a well-known brand of health products in the country claimed to be able to treat cancer because of its claims on the packaging, resulting in some consumers delaying the disease. This deception of consumer behavior will inevitably lead to a decline in brand image.
(3) decorative patterns. Packaging patterns are both a promotional tool and a means to provide consumers with information. If companies counterfeit the packaging designs of their competitors, they will trample fair and just. In addition, if the pattern can not truly reflect the actual situation of the product without explanation. It should also be regarded as violating ethics: (4) Packaging costs. There are some commodities where the cost of packaging exceeds the value of the commodity itself or occupies a large proportion of the selling price. If it is beneficial to maintain product quality, ease of use and transportation, it is not a bad idea, but if it is unnecessarily pursuing the luxury of the surface . In fact, it is a waste of resources and aggravates the economic burden on consumers. It is a cross-cultural interrogation that violates the ethical spirit: when a commodity is in a larger range, especially in different countries. Enterprises should pay special attention to whether the characters, colors, and patterns on the packaging and decoration of goods conflict with the laws, customs, customs, and religious beliefs of the target market countries. Generally speaking. Conflicting brands are difficult to open the market. For example, in Australasia, how many cigarettes in cigarette packs must be printed in front of cigarette packs; in Saudi Arabia. The name of the manufacturer must be very detailed; in Venezuela, the price of the product needs to be printed on the label. In Chile, it is illegal to print prices on labels. The use of any method to give a suggested retail price is also not allowed:
Source: <Economician> Author/Fu Tieshan Jinzhou Normal University Business Administration