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Significance of product packaging

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Product packaging is the visual experience of consumers, the direct and main transmitter of product personality, and the direct expression of corporate image positioning. Good packaging design is one of the important means for enterprises to create profits. Product packaging design with accurate strategic positioning and in line with consumers’ psychology can help enterprises stand out from many competitive brands and win a reliable reputation for the company
packaging design has the marketing function of establishing brand awareness, that is, using packaging design to present brand information and establish brand identification, so that consumers can know the brand name and brand attribute of goods, and then establish brand image. In the framework of brand knowledge, product packaging is also regarded as one of the sources of brand image association
the brand image is mainly composed of the image of the manufacturer and the image of the user. Packaging visual design should be able to convey the brand information including these four aspects, which can be regarded as a complete brand image
in today’s era of abundant commodities, consumers pay attention to each product for a very short time. We must seize the moment when consumers’ eyes sweep through the shelves. Only packaging can make comprehensive use of color, modeling, materials and other elements, show the connotation and information of products, brands and other enterprises, highlight the common interests of products and consumers, form a more intuitive impact on consumers, and then affect consumers’ impression of products and enterprises, so that products can be prominently placed on the shelf and effectively achieve the purpose of attracting consumers. The packaging of products first shows the sales force and undertakes the main function of attracting consumers
packaging, as the external expression of a brand, is how an enterprise wants its brand to feel to consumers. The differences it produces and the “brand characteristics” it shows make it the leading factor to attract consumers. The material and spiritual interests carried by packaging are what consumers buy. The brand represented by packaging should form a brand in the mind and fully show the connotation of the brand. If the connotation is not or is not prominent, and consumers hear and see the packaging without association, the brand will become passive water

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