Target group: First of all, it must be clear who is the main consumer group it targets. For people of different ages, genders, cultural backgrounds and occupations, their visual needs, consumption tendencies and usage scenarios are very different. Therefore, the design should be personalized for specific target groups.
Market positioning: In addition to determining the target group, we also need to formulate the market positioning strategy of products according to the market and competitors. For example, if you are entering a new market, it is recommended to use eye-catching and unique design elements to attract potential consumers; If there are other similar products on the market, it needs to be more innovative and unique, and highlight the personalized characteristics to stand out.
Product type: Different types of products must adopt different packaging design styles. For example, in view of the fast-paced modern society, some snack brands adopt simple and beautiful packaging design; For high-end luxury goods, packaging must convey its unique sense of exquisiteness as much as possible to increase attention.
Product characteristics: In addition to types, products with different characteristics need to be individually designed according to their product characteristics in order to achieve better realization and correctly guide consumers to buy. For example, what kind of design should be used to make the binding product sticky; For products that verify the authenticity of raw materials, the quality can be highlighted simply and clearly by means of certification and free stickers.
When determining the design direction, the following factors should also be considered:
Design goal: In order to improve the brand value and practical value of products, designers must consider what a package is going to sell to consumers, and reflect the corporate brand image and propaganda concept.
Design principle and style: After the design style is selected, design elements should be used to realize the design intention, shape the image and convey information according to the design principle.
Packaging cost: At the same time, we should pay attention to reasonable cost control, optimize the design through various strategic methods, reach the standard of quality and quantity, and save money for customers.
Generally speaking, design orientation is the core of a successful packaging design. Design according to the above points can expand market consumption and improve brand awareness. An excellent packaging designer should deeply understand the product value in his daily work and summarize the packaging positioning skills in production practice.
The above contents are answered by Zhonghui Design (Beijing Zhonghui Avenue Consulting Co., Ltd.), a professional packaging design company, hoping to help everyone.