Diversified Design Nuggets FMCG Packaging Market

[Chinese Packaging Network News] Whether a product can successfully attract consumers' attention and meet consumer demand, can distinguish from other similar products, display a superior brand image, and what level of market sales the packaging design often plays a decisive role. The package of FMCG needs not only personality, but also needs to be adjusted accordingly with consumer psychology. Combining the current market demand, FMCG packaging design mainly includes content type, technology type and practical type.

Content: Passing cultural connotation

With the continuous development of the market, more and more consumers are no longer limited to the exquisite design of packaging, materials selection and processing technology, but more to the communication of the cultural connotation of packaging products, through understanding the implications of a product design. Brand positioning and cultural appeal to identify and judge this product. A good package of fast-moving consumer goods is more about accurately communicating basic information and deeper cultural connotations to consumers.

Coca-Cola's nickname bottles and personalized name bottles launched by the young people group use more than 60 kinds of popular vocabulary such as “food goods”, “great coffee”, “Bai Fu Mei” and “Meow Star”, and the sales volume of Coca-Cola in the current quarter increased by 20 compared to the same period of last year. %. On the one hand, it continued Coca-Cola's “sharing” culture. On the other hand, it localized and socialized the Coke bottle and became a carrier of social information dissemination, allowing more people to participate in the dissemination process.

The six-color "Crystal Love" Jelly series for young couples launched by Hijiro ingenuity integrates the elements of love into the product through a heart-shaped packaging model. In addition, the yellow "I really want to tell you I'm sorry", the red "I really want to be with you every day", the pink "love you for the rest of my life" and other colors represent different love languages, giving consumers a sense of interaction and identity. The positioning of jelly foods has expanded from children's food to all ages and is accepted by consumers. Hijiro has also grown rapidly with the packaging of successful FMCG products, as well as the consumer’s cognitive resources and rational mobilization and integration.

Practical: Increase the added value

The packaging of FMCG products is not enough for personalization. With the improvement of living standards, the perception of consumers on the United States is cyclical, and the package design of FMCG needs to change with the cycle. The value of the package has been improved, and the function of the package must be improved. The quality of the product is hard enough and the individuality of the package is the icing on the cake.

For example, Hanger Pak (Hangge Pak) introduced a paper material package designed for clothing sales. It protects the packaged clothing during storage and transportation. It does not need to be trimmed during sales or use, but only through folding. Can become a hanger. In this way, the outer packaging that is usually discarded by consumers is designed and modified to continue to be used, and to increase its own added value and social identity while reducing environmental pollution.

Technology Type: Cross-border Playing Trend

Technology-based packaging is often a combination of technological means to enhance the value-added packaging, but also rely on packaging to achieve the application of technology itself.

In 2015, two food companies, Black Tea and Greco, jointly launched new products in the afternoon. By using the fun and playable advantages of interactive packaging, through the packaging combination of two products, with the mobile phone scan code to obtain interesting background stories, form the interaction between products and product users, provide a good interaction Experience and increase consumers' desire to buy. In addition, Sprite and the current hot e-sports game hero alliance, for the "post-90" "00" after the introduction of new packaging, with popular elements with drinks. According to statistics, Sprite’s Baidu Index had peaked during the hero bottle promotion.

(Author Ma Chuli, General Manager of Lijia Creative Culture Industrial Park)