How to make product packaging design attract customers' attention

Undoubtedly, the packaging design of sensory evaluation, with its outstanding visual recognition, will help our products stand out from many competitive products and make consumers pay attention to, pause, observe, appreciate and produce purchasing behavior, which is also the most ideal packaging design pursued by every merchant. So all kinds of design schemes put forward by designers are always rejected by front-line marketers, but it is difficult for these front-line marketers to put forward a clear concept of the most attractive commodity packaging or provide a more creative outline, but they always bring back one or two packages that they think are provocative in sales. Gaudy product packaging is always confusing, and it is not clear what the manufacturer is selling. How do they design packaging that can impress customers? The function of product packaging design Before discussing the topic of FMCG packaging, it is necessary for us to think about the function of packaging. Only by understanding the real function of packaging for products and taking these needs into account in specific design can we design packaging that conquers FMCG. First of all, packaging gives the product a certain shape. In many cases, products without form are difficult to display or display, such as drinks, cigarettes and other products. Without packaging, the display cost is high and the expected effect cannot be achieved. Secondly, packaging has a certain protective effect on product quality. For example, the packaging of "qiaqia" sweet melon seeds has an airtight peritoneum, so as to retain the unique sales proposition of "qiaqia" and "Baizhu Kouxiang", otherwise, the "fragrance" has changed, so why should consumers love you? Third, packaging can distinguish products from competitors. Take potato chips as an example, because Pinke's potato chips are packed in paper barrels, it is easy to distinguish them from other plastic bags, and consumers can easily identify them. In addition, packaging should have the function of consumer explanation. The special selling points of many products determine that their consumption patterns are different. At this time, packaging design must have enough information to let consumers know its particularity, otherwise it will lead to poor communication of product information; Finally, packaging makes the product easy to carry. Taking beverages as an example, from bulk to glassware to PTT bottles today, it is more important to consider the "liquidity" of consumption. In addition, the capacity difference between bottled drinks and paper-packed drinks is mainly due to the mobility of consumers. Common disadvantages of packaging design of FMCG products In the dazzling array of packaging, customers always choose only their favorite products. In addition to the popularity and satisfaction of the product itself, the right to speak in packaging design is also affecting consumers' purchase decisions. With the above main functions of packaging, packaging can sit back and relax? In fact, some drawbacks in packaging design often make customers who originally picked up products from shelves put down their hands and choose other similar products instead. At this time, we will know where the disadvantages of packaging are. Packaging does not highlight the sales proposition of products: products can satisfy consumers' demands and sense of ownership through packaging design, and when a product's packaging design lacks themes, it is easy to lose to competing products with themes, which means that the sales proposition of products is suppressed. When consumers choose bagged candy, will they choose brands with festive words and red patterns or brands with only words at the same price? The result is self-evident. Packaging design and product connotation are diametrically opposed: some enterprises' packaging design is undertaken by printing houses, and the design ability of printing houses is often uneven, and the design of some small printing houses usually surprises people. If the packaging of edible plum is clearly designed, but the flowers and plants are printed on the packaging bag, consumers will feel puzzled at this time, and usually give up buying because they question the product level after careful observation. Packaging design is flashy: in order to achieve the purpose of differentiation, some products are often used to taking "shortcuts", that is, differences are formed not through the products themselves, but through the "luxury route" of packaging, which is often not worth the candle. For example, a brand of eggs are packaged like luxury goods. Some consumers joked that if they bought this thing, they would be reluctant to eat it and throw it away. As a result, they didn't buy it at all. It can be seen that the excessive luxury of packaging, if lacking the support of high-quality products, will often be regarded as a gimmick, which will eventually lead to flashy results. Packaging does not conform to behavior habits: the target consumers of a domestic brand of functional drinks are people who have a lot of exercise, but the packaging is glass bottles. Here's a problem. Glass itself is fragile, and it has the habit of protecting its own body. The functional sports drinks in glass bottles are obviously hard to admire. Moreover, some outdoor leisure foods often ignore a problem in packaging design, that is, the packaging is too heavy, many products lose more market opportunities because of their heavy weight or inconvenient carrying, or the packaging is easily deformed, which are the results of ignoring behavior habits. Packaging is incompatible with the trend: although packaging is an enterprise behavior today, there is a trend phenomenon, such as the quiet popularity of environmental protection packaging, which cannot be taken lightly. Environmental protection packaging directly reflects the degree of concern of enterprises to consumers, and such enterprises are easily recognized by consumers. For example, Amway products directly sold are basically packaged in environmentally-friendly recycling, which can not only protect the ecological environment, but also protect the nature of the products to the greatest extent. When the packaging design circumvents the defects and covers its general functions, our packaging has never been unfavorable? The answer is no, what we need is packaging that can impress consumers. How can we get the design inspiration for designing such a package? Successful product packaging design is inspired by the fact that a good packaging design should be spiritual and self-evident; Good packaging comes from life, which may be a trace of life details. The spirituality of packaging means that packaging can make the connotation of the product stand out and best reflect the characteristics of the product itself to impress consumers. There is a kind of fruit juice package called "Wild Fruit Life" on the market, which is very attractive, but the name of this fruit juice attracted people at first. When you hold the juice in your hand, you will be moved by a pattern, which is the scene of two little people hitting wild fruits with bamboo poles. One of them is swinging a pole to hit wild fruit, and a girl is holding a cloth bag below. Many consumers, especially those who have lived in the countryside, must remember this scene deeply. Although they can't remember what wild fruit they hit, their memory of that scene is still so deep, and the happiness and harvest are unforgettable. Even consumers who have never had these experiences will begin to look forward to that kind of life because of those vivid patterns. This is the influence of a packaging design, which comes from life. Successful product packaging design, inspired by history, has many cultural connotations. However, due to the lack of understanding of the history and humanistic connotation of the products by subsequent designers, the designed packaging often cannot reflect the taste of the products. Once a product can restore its original historical features, it will often convince consumers, and the famous tea in the fog is a good example. Before restoring this famous historical tea, its packaging designers also consulted a large number of tea historical materials. Although there is no picture to support it, the designer has come to the conclusion that the "green fog" in history is packed in porcelain cans. After analyzing the types of porcelain cans at that time, the designer designed the "green in the fog" packaging porcelain cans that are now used. Later, the shipwreck in Gothenburg, Sweden was salvaged, and the packaging of the "fog in the blue" soaked in seawater for nearly a hundred years was very close to that designed by the designer! This kind of packaging, which is close to the original historical appearance, makes this tea taste outstanding and attracts consumers' attention and favor. Successful product packaging design is inspired by feeling. Really good packaging contains emotional appeal. Without emotional appeal, commodity sales are very low-level "selling", and it is nonsense to impress consumers. There is a brand of chocolate in the market, and its design always touches people. Red roses are for you to give to the people you love the most, and snow in the shape of a house is for you to give to the family you cherish the most. Emotional chocolate is no longer just a manifestation of sweetness. Different packaging designs may turn it into an angel, Santa Claus and friendship. Such packaging will always impress consumers and even forget its high price. Successful product packaging design is inspired by details. Some people say that now is an era of focus marketing, and consumers need businesses to observe, understand and satisfy from the details. The same is true of packaging. A packaging that impresses consumers should reflect the importance that manufacturers attach to relevant details of consumers. There is a little guy's fruit milk in Zhejiang, and it has introduced a kind of rotating cover, which successfully solved the problem of secondary pollution when using straws to refer to fruit milk. Children are a highly valued group, and children are the most careless consumers. It seems very common to drink fruit milk products with straws in dirty hands. The little guy's rotating cover can be used after being rotated and opened, which eliminates the secondary pollution of using straws and is more convenient to drink fruit milk. This detail has earned huge profits for the little guy company, and the infringement compensation paid by Robust and Jinyi Milk alone has reached tens of millions of yuan, which is the success of detail-oriented packaging.