Product Packaging Design Positioning Problem II

6. How to choose the design scheme The seven positioning designs presented above all have their own advantages and disadvantages. If the product is targeted in the delivery of consumer information, it only highlights one point (such as highlighting the brand), then it will give people a strong impact. However, a single message transmission may miss the main content of the product or consumer object and become incomplete. To solve this type of problem, we must consider from four aspects.

(1). Analyze the market form First of all, we should base on possible and ready-made market research materials, and based on our understanding and experience, decide on the decision to put the product on the market, analyze the alternative positioning design options, and then select the most suitable market The basic positioning of the situation.

(2). After considering the complementary functions of visual means (packaging and other promotional tools) after analyzing the market situation and determining the main positioning, we should consider the second question. Do we plan to support this product through a large number of advertisements? market? If the answer is a definite one, then the brand, product, and consumer's information may be passed through both packaging and advertising, rather than just packaging.

(3) Comparing the Positioning Strategy of Competitors For the selection of product positioning, we should also consider whether it is the same as the position of competitors in the market; whether the fixed positioning strategy of the competitors is imitated or needs to be unique? If we want to make a product on the market, we must break the long-term position and stereotypes that our competitors have formed in the market, which will make our product positioning unique. However, this must be supported by a large amount of advertising and promotional activities. On the contrary, if we recognize that the scale of the products to be put on the market is limited, it will largely depend on the "natural development of products." Well-known packaging positioning strategy in the effective market, in order to benefit from the good work of others. There are many benefits to this approach, but consideration should be given to mimicking where professional ethics permit.

(4). The sales floor factor is in the mall. The entire series of products is concentrated in one place for brand classification and sales. Or are all kinds of products displayed together with competitors' like products in different places in the mall to display classified sales? For those types of products that have a wide variety of products, the manufacturer cannot intervene in the merchandise classification system in the store, and can only obey the business arrangement. And different markets have different classification methods.

A product is classified. Under normal circumstances, the school product classification will reduce the role of school. Because doing so maximizes the difference between different product lines and their different characteristics, the effect of positioning products and consumer objects is outstanding. In the case of a large shelf display area, this view is correct. However, the fact that the status of the school's pie is prominent and unifying will make no difference between all packages of the pie, causing visual confusion and making it difficult for consumers to distinguish between them.

B. Product Classification The same mall products must compete side by side with the same product. The packaging of the same product must be based on brand positioning. That is to say, distinguishing a brand's product from a competitor's branded product by distinguishing the logo by a compelling brand name, such as base colors, and main identifying patterns. The ultimate goal is to attract the attention of consumers in shopping and attract their attention.

IV. Procedures for changing the positioning of commodity packaging

Earlier we discussed the positioning of a new product. However, for products that have already been circulated in the market. When we need to re-consider positioning due to various reasons, how do we handle it?

1. Research must firstly go through in-depth market research to understand the main reasons for the decline in product sales, to understand where the main disadvantages of previous product positioning are compared with competitors, brand issues, material issues, structural issues, or styling issues. and many more. According to the results of the investigation, we decided to take measures in a targeted manner.

2. The final destination design To redesign a package, there must be a gradual process. First come up with a final design plan and get it through. Then, design the overpack between the emerging packaging and the final packaging.

3. The progressive program The ultimate goal Design After the package is passed, the designer of the package wants to conceive a series of overpacks. For each staged package, consider the original package's change rate and consumer acceptance, avoid the risk of sales decline due to changing the package, and keep it stable until it is changed from the old package to the final design. The purpose of the packaging.

4. Update the design of the ultimate goal If during the over-packaging development process, due to changes in the market consumption, we need to update the final destination design after finalization. Should we do this? This requires designers to re-conceptualize new final-purpose packaging designs and then identify new over-phase packaging. In short, through the above analysis, the positioning design is ever-changing, so that we can become more creative and more efficient in the communication between manufacturers and users (consumers).