WHAT EXACTLY IS PACKAGING DESIGN?
Many people's understanding of packaging design only stays at "putting a beautiful shell on the product", but in reality, the core of packaging design is "helping the product sell", which is the most controllable and cost-effective marketing method for enterprises. Let's start from the "marketing communication cost of packaging" and explain the core logic of packaging design clearly and thoroughly.
1、 First, correct one cognition: the essence of packaging is not "protective film", but "information compression package"
The core purpose of packaging is never to make people "like the packaging", but to guide consumers to purchase the product - no matter how beautiful the packaging is, if it cannot stimulate purchasing behavior, it is an ineffective design. It is more like an "information compression package", quickly conveying the core values and selling points of the product to consumers, achieving "being seen at a glance, remembered at a glance, and wanting to buy at a glance".
2、 The core scenario of packaging design: shelves, not design yearbooks
When doing packaging design, we cannot work in isolation. We need to remember two key points:
The design is not for individual packaging, but for the entire shelf - our product packaging typically only occupies 1% of the shelf surface. To stand out in this 1% space, one must first understand what 99% of competitors on the shelf look like, know oneself and know the enemy, in order to win in this crucial 1%.
True 'good design' is not in books, but in stores. Even the most stunning works in design yearbooks have not been tested by the market and have not survived; The packaging of the products that are sold in the store all year round is the "winner's design" that truly has sales power after being washed away by the waves.
3、 Core thinking: Packaging is the product, and product development thinking should be used for design
Many people separate packaging from products, but packaging itself is a part of the product, and packaging design is one of the stages of product development. We cannot just treat it as an 'accessory', we need to design packaging from the perspective of 'how to make the product sell better', just like developing a product.
4、 Good packaging with sales power must meet these 6 requirements
Emphasize overall visual tone and symbolism - give packaging its own "recognizability" that can distinguish it from competitors at a glance.
First break through the shelves, then organize the information - the product on the shelf is first a "visual symbol". The first step is not to struggle with what information to put on the packaging, but to find a way to "jump out" among many competitors. The second step is to arrange the information reasonably.
The visual impact should be clear at a glance - consumers do not need to click on large images or carefully examine them, they can see 'what product is this' from a distance.
Highlight memory points and selling points - make the packaging "speak", shelves are the best advertising space, and packaging is the best salesperson; The product itself is a free self media that the enterprise can 100% control.
Adhere to a core belief - even without advertising or brand awareness, relying solely on packaging design can communicate with consumers, impress them, and complete purchases.
Recognizing the core value of packaging - it is not only design, but also the biggest marketing plan, and the most direct and controllable "cost reduction tool" for enterprises (reducing marketing communication costs).
In summary, packaging design is not an "aesthetic game", but a "marketing tool" - all design actions must ultimately revolve around "reducing communication costs and promoting product sales", which is the core significance of packaging design.
