The Effect of Product Package Color on Marketing

Commodity packaging is an important part of a commodity. It is not only an indispensable outer garment, but also plays a role of protecting the commodity, facilitating transportation, sales, and consumer purchase. It is also a miniature image of a commodity manufacturing company. Color, as an important element in the design of commodity packaging, not only plays a role in beautifying the packaging of commodities, but also plays a non-negligible function in the process of commodity marketing. This point is being taken seriously by more and more companies and product packaging designers. This requires our packaging designers to consider more from the point of view of merchandise marketing how to design a product package with excellent colors.

Pay attention to the advertising function of color to promote goods and attract consumers' attention. According to the analysis of relevant data, when people's visual organs observe objects, the color perception accounts for 80% within the first 20 seconds, and its shape only accounts for 20%; Minutes later, colors accounted for 60% and shapes accounted for 40%; after five minutes, each accounted for half. Subsequently, the impression of color persists in human visual memory. The main colors of a good product package will be particularly noticeable, inducing consumers to use color-consistent product packaging, and thinking about the exquisiteness of goods, resulting in a desire to purchase. Therefore, companies should pay attention to the important role of color in the design of commodity packaging, so that when designing the color of commodity packaging, packaging designers should try to design a color that can quickly capture the eyes of consumers in line with the identity of the commodity in order to improve the quality of corporate products. Competitiveness in sales. Smart merchandise packaging designers use this effect to design personalized packaging on the packaging of goods to capture consumer attention quickly in the market to attract consumer attention.

Pay attention to the role of the color of commodity packaging to promote the sales of goods The color of commodity packaging will stimulate people's physiology and psychology. The ancients talked about “seeing pleasure in the thirst” because people saw the bright colors of the plums in the paintings, making people psychologically yearn for them and physiologically responding. In food packaging, the use of colorful bright pink, orange, orange and other colors can emphasize the smell of food, sweet smell, taste and taste. Chocolate, cereal, and other foods use warm colors such as gold, red, and brown to give people fresh, delicious, nutritious feelings. Tea is packed in green and gives a fresh and healthy feeling. The packaging of cold foods and drinks uses blue and white with a cool and snowy feeling to highlight food freezing and hygiene. Alcoholic and alcoholic foods are often elegant and quaint, giving people a physiologically mellow, mellow feel, and psychologically indicating that it has a long history of brand-name experience. It is precisely the color of these goods packaging that meets the physiological and psychological features of consumers. Only in this way can the consumer quickly make a decision and purchase the goods in the same kind of goods. This speeds up the sales of the company's products.

Pay attention to the color in the merchandise marketing in the recognition memory function commodity packaging design, designed to enable consumers to clearly distinguish the various colors, will help people identify a variety of goods. In psychology, consumers' attention is divided into intentional attention and unintentional attention. When consumers first come into contact with a certain product, they pay no attention to the packaging of the product, but when the consumer purchases the product again, it will pay attention to the color of the package. Therefore, the color of commodity packaging should be designed with its own characteristics, so that consumers have a deeper visual memory of this packaging color, so that consumers can quickly buy the same product the next time. In the packaging of cosmetics, men's products are often expressed in dark colors such as black and dark green to show solemnity. For women's cosmetic packaging, soft and elegant colors such as purple, pink and pearl white are often used to show elegance. In the packaging of pharmaceuticals and drugs, commonly used cool and warm color blocks indicate the nature of the drugs. For example, red indicates nourishing fitness, blue indicates anti-inflammatory and antipyretic, green indicates painful sedation, and red and black blocks indicate severe drugs. Different types are packaged in different colors to facilitate consumer identification and use color memory for the next purchase. This will shorten the trading time of goods and speed up the sales of goods and the circulation of products.

The function of color packaging in the proper use of color in the segmentation function of commodity pricing is based on the heterogeneity of colors and the customs of color in some countries. This function of color is often used in products of the same brand series. When companies introduce products of the same brand with different price grades, if the same pattern is used for the same color, the hidden mark classification is often assigned to the manufacturer's packaging, the merchant's sales and especially the consumption. Purchasers bring confusion. If you use different packaging colors to distinguish between, such trouble can be avoided. In our country's cultural customs, purple and gold are often used as noble colors, while other colors are used as ordinary colors. Therefore, in China's commodity packaging, when colors are used to identify the same brand series of goods at different price levels, purple and gold are commonly used to identify products with higher prices. Such as the same series of brand-name cigarettes in recent years. The "Yipinmei" series of cigarettes produced by the Huaiyin Cigarette Factory uses yellow, blue, dark red, gold and other packaging colors to indicate different prices for this series of cigarettes. Among these series of cigarettes, the prices of purple and gold packaging are higher, and the prices of other color packaging are generally or lower. The use of the binning function of packaging colors in commodity pricing can bring convenience to manufacturers' packaging and merchants' sales. When consumers purchase goods, they can quickly distinguish the products of the same brand series they want to purchase.

The color in the commodity package can make the consumer feel trust in the product. Generally, when the consumer comes into contact with a certain product for the first time, whether or not the consumer has trust in the quality of the product is often an important factor in determining whether to purchase the product. . When a consumer purchases a product, he first conducts a self-research on the appearance of the product to determine the reliability of the product's quality and whether he or she has purchased it. This requires our merchandise packaging designers to be able to design products that will enable consumers to see the packaging as soon as they are created. This will create a psychological resonance with the reliable quality of the product. Such as pearl whitening Facial Cleanser packaging design, its packaging color design pearl white. When consumers, especially women, purchase, because of their packaging color, they will have a trust in the pearl content and whitening effect of this brand of pearl whitening facial cleanser, and prompt her (he) to purchase this product. For example, in the packaging design of delicate products such as clocks, cameras, pens, lighters, etc., the use of gold, silver, gray and other colors can not only bring out the noble and beautiful qualities of the goods, but also the quality of the products produced by consumers. A sense of trust, this will help promote consumer buying behavior.

Emphasis on the function of color to expand product visibility and establish corporate image In a complex commercial economy environment, each company wants to expand the visibility of its products and establish a good image of its own business. The commodity packaging on various types of shopping mall shelves is itself a silent advertisement to promote itself and establish a corporate image. For the excellent color design that quickly captures consumers' attention in the packaging of goods, more and more well-known domestic and foreign companies pay more attention to it. Coca-Cola's Coca-Cola beverage packaging from the United States, although the pattern is constantly changing, but the main color of its packaging has not changed. Red is the color of young people, the color of sports and a symbol of Coca-Cola's eternal vigor. "Cerebral Platinum" has been used to represent the high-tech image of enterprises since it was put on the market. The Kodak Company of the United States uses its yellow packaging to represent hope, joy, and thoughts. People who choose the yellow-wrapped film will naturally think of Kodak Company, which can leave people with a timeless and splendid image. Numerous well-known enterprises have used a fixed color that can represent their own image in the process of development. They have packaged their products, promoted their new products, and established a good corporate image.

In summary, color in the packaging design of goods, because of its unique connotation, role and characteristics, in the marketing of goods, plays the role of a silent marketing master. This should be instructive for our commodity packaging designers. As an excellent product packaging designer, we must not only attach importance to the beautification of color in the packaging of goods, but also pay attention to their marketing functions in the design of commodity packaging from the perspective of economics.


Source: Bison