Differentiate products with unique packaging

Discuss in depth the technical methods of how to differentiate your product through unique packaging.

More often than not, what you see in the Chinese market today is just basic packaging. Some competitors use slightly different colors or label designs, but in general, most market players follow an almost identical packaging style. And it is obvious that they often follow the style set by Procter & Gamble, which of course makes P&G proud and happy, but may not be a very good way to get market share from P&G.

A handful of more creative competitors have taken some small but important steps to differentiate their brands through unique packaging. Typically, these brands will use unique shapes or colors to attract the attention of busy shoppers. Although this unique shape or color has no direct or logical connection to the positioning of the brand, at least it is eye-catching and interesting. You can often see this phenomenon in the children's product market: many companies use packaging to attract the target consumer - the child's attention. Yu Meijing and Henkel's baby face are two good examples of this. You can also see many of these ways in more upscale areas such as make-up or perfume. Some of these packages are very beautiful. They are like artwork. You feel sorry to throw it in the bin when you are done.

Consumers are smart, and they quickly understand that this interesting, unique or beautiful package doesn't actually matter in itself or in quality, but they still prefer such products. This reason has prompted producers to put extra effort into packaging. Especially young mothers, they think that interesting children's product packaging may help to persuade their children to use the product more frequently (any child with children understands that it is sometimes difficult for children to wash their hands thoroughly every day!) even if the product Not for children, a unique or beautiful package will also make consumers eager, especially if it makes the product easier to use. But even if this difference only makes the bottle look better without having better functionality or convenience, consumers still have a strong preference for this approach. They just love to buy new or different products to make everyday life full of new ideas.

Although this method is a good start and has little effect, there are other more effective ways to use package differentiation: to use attractive and/or compelling unique packaging designs, but more importantly, to the entire brand. The positioning has a clear and logical connection. In this case, packaging functions as a "strong evidence" of strong support and brand positioning. Let us look at a few examples to illustrate its effectiveness.

Adidas' men's personal care product uses a bottle with a strong masculine appearance and uses a "grip" shape that better fits a man's big hand. In other words, its packaging is not only functionally more convenient to use, but also effectively supports the “male” positioning of the entire brand.

“Gui Guiren” skin care products have a very traditional Chinese brand positioning, focusing on their traditional Chinese herbal ingredients. Their traditional shape, but the appearance of modern packaging strongly supports this positioning. Consumers looking for a traditional and Chinese ingredients-based skin care product will feel very comfortable when they purchase these products because the whole approach is uniform, that is, packaging, ingredients, brand names, and public relations all operate in the same direction. Support "traditional" brand positioning.

There is also an example of using packaging missed opportunities: I recently saw an advertisement for a new brand of hair care products called “Bamboo”. A very good brand name with a clear and differentiated positioning, an outstanding brand story, but in my opinion the packaging is disappointing. Just a very basic white bottle with a bamboo print on the front. Why not develop a green bottle shaped like a round bamboo? This will really jump into the eyes of consumers, and more importantly, it will strengthen the "bamboo" brand as a whole. From my point of view, this is a missed opportunity.

Reprinted from: China Design Printing Network