Packaging Strategies in Integrated Marketing Communication (2)

To use packaging strategies in integrated marketing communications, it is necessary to prevent the phenomenon of “gold and jade ones, and to be rid of them”, and to prevent the “gold and jades from being lost,” and the deeds. If you use the "embroidered pillow" method to deceive customers, you will surely "take a rock to your feet."

Enterprises can use different packaging strategies to satisfy different consumers. In the aspects of shape, volume, weight, color, and pattern of commodity packaging, they should strive to match the consumer's individual psychology and achieve harmony in packaging and merchandise. Consumers in a certain sense to understand the characteristics of goods. For example, women's products should be packaged in soft, elegant, delicate and unique styles, highlighting the artistry and popularity. Men's packaging should be vigorous, bold, unrestrained, and practical and scientific; children's products must be vivid and colorful, highlight interesting and knowledgeable, in order to induce children's curiosity and thirst for knowledge; Youth supplies packaging to be beautiful , New and unique, outstanding epidemic and novelty, in order to meet young people seeking new psychology and seeking different psychology; old product packaging should be simple and dignified, safe and convenient, outstanding practicality and tradition, try to meet the old people's realistic psychology and habits .

Color dissemination value

The beauty of commodity colors is an important aspect that constitutes the value of goods and aesthetic value, and it is also one of the main factors for evaluating the quality of commodities. The color of goods and packaging is given a special role, can have a tremendous impact on people's psychology, is seen as the most attractive means of expression. It can influence people's emotions, emotions, and behaviors to form factors of beauty's enjoyment, arouse people's desire to purchase, and promote consumers' purchase actions. The color is pleasant, can obtain the favor of the customer.

By studying the response of human eyeballs to packaging, it has been found that color is one of the fastest factors that trigger eye movement among packaging factors. There is a theory abroad called "seven seconds color theory." A person, a commodity, can stimulate people's vision and feelings through its unique color choices and colors, so as to leave a deep impression on people within seven seconds. That is to say, color has a pioneering effect and a touching charm. Such as "Apple Computer" color casing, Nokia mobile phone "color whirlwind", "crocodile" green, McDonald's red and yellow, "Kodak" golden, etc., all make people forget it, become the most corporate products and corporate image One of the clearest and most important external features. In the United States, a color research institute has done the following test: The boiled coffee was placed in cans of red, yellow and green colors. The result is three different taste sensations. Most people think that the red label has a strong flavor, the yellow label has a light taste, and the green label has a sour taste. It can thus be seen that the colors of packaging will unknowingly affect people's emotions, spirits and even actions. For example, people in the red environment will feel excited or irritable, in the blue environment will have a sense of tranquility, which is the color of the unconscious people.

Color will also have a conscious psychological effect on people. For example, when people see a red-orange color, they think of the raging fire and the rising sun of Dongsheng. When they see blue, they think of the sky and the ocean. When they see green, they think of the forest and the grassland. The physiological and psychological effects produced by the above colors can enable people to obtain different meanings and artistic conceptions from different colors, including a sense of warmth and coldness, a soft and hard feeling, a sense of thickness, a sense of smell, a sense of distance, and a gorgeous sense of simplicity. This requires that when positioning a product package, it must be good at using colors to reflect the attributes and appeals of the product. US Procter & Gamble launched three major shampoo brands in the Chinese market: Rejoice, Pantene, and Head & Shoulders. Each brand has been given a distinctive personality. "Rejoice" - smooth and supple hair; "Pantene" - nutrition and health care for the hair; "Haifeisi" - dandruff go without a trace, hair more outstanding. In order to highlight its distinctive personality, the packaging of these three types of shampoo has adopted appropriate colors: “Hafeisi” adopts navy blue reminiscent of the blue sea, producing a fresh and cool visual sensation, highlighting the product's anti-dandruff function; The “Rejoice” grass green packaging gives people a feeling of youthfulness and gives people a feeling of suppleness; “Pantene” apricot-yellow packaging gives people nutrient-rich visual effects, highlighting their “penetration from hair roots to hair tips. "Healthy, shiny hair" nutritional personality. Studies have shown that medicines are suitable for packaging in white text patterns, indicating clean, hygienic and reliable results; cosmetics are suitable for packaging in intermediate colors (eg beige, cream, pink, etc.), which means that they are elegant, rich, and of good quality; In red, yellow and orange packaging, it means that the color and flavor are beautiful and the processing is fine; the wine is suitable for packaging in light colors, which means that the fragrance is pure, and the production is elegant.

Reprinted from: Packaging Design Network