How to make candy packaging show vitality

However, as a kind of popular snack food, candy is not a necessity for consumers at one time. On the other hand, because of its limited nutrients, it is currently not likely to become a dominant nutritional product. Therefore, consumer consumption The motives are mainly due to the need for snacks. However, there are many snacks available on the market today, ranging from small seeds to jellies and ice cream; more nutritious and confectionary than to ice cream; sweeter than sweet, sweet taste is not necessarily better than taste. Rich jellies and even small foods such as potato chips, compared to the past, candy seems to be optional. How can consumers be allowed to care for other things? Packaging naturally plays a big role.

Mainstream consumer groups and market positioning

What kind of packaging should be designed? Is there a suitable package for all people? The answer is that even if there is, it is too difficult, after all, the aesthetic has its subjective aspect. The fact is that among the various consumer groups, whether packaging can cater to the interests of mainstream consumer groups will play a very important role in the expansion of the candy market. The so-called mainstream consumer groups, the author thinks, should refer to the dominant consumer groups with considerable purchasing inclination and ability. However, as mentioned earlier, since aesthetics have a subjective aspect, it is impossible and unnecessary to take care of all consumer groups. As the saying goes: It is difficult to adjust. Therefore, the mainstream consumer groups should be the main consumer force! Packaging design should be targeted at mainstream consumer groups!

So how do you identify mainstream consumer groups? The author believes that accurate market positioning will play a key role in avoiding the blinding of candy packaging design. Before designing, developers must clearly define consumers: rural consumers or urban household consumers? Children, youth or old people? Male or female? For ordinary wage earners, or high-paying class? Or the so-called gold collar, pink collar, Popo, or urban Meizu, new and new human? Generally, for rural consumers, prices are naturally the preferred factor. For urban consumers, the factors to consider are much more complex. After all, the types of consumers are diverse. Therefore, clarifying the type of consumer will benefit the design. The author believes that current urban consumers can be roughly classified as follows:

Ordinary salaried people: income mid-range; emphasis on economic benefits; especially worth mentioning is that certain people in the industry between the 25 to 35-year-old known as the "new" family family income, family income, high, due to limited rest time, With higher and higher vision, it is said that it will become the mainstream of Chinese consumers.

New and new humans; urban Meizu; this type of people, leisure, fashion, avant-garde, allegedly chewing gum and many other habits, new things, new products, especially in pursuit of the trend.

Golden Collar, Pink Collar, Senior Grey, and Popo: Successful people who are well-paid, mature, pursue quality, and pay more attention to packaging;

The author believes that for these different consumer groups, only accurate market positioning, clear mainstream consumer groups, and appropriate and appropriate packaging can maximize the added value of packaging!

Cultural connotation and packaging

In addition to these important factors such as market positioning and mainstream consumer groups, there is a vital packaging that often incorporates specific cultural connotations or cultural details. I believe that this culture should include brand culture, corporate culture, science and technology culture, history and culture, moral culture, ideology and culture, religious culture, and can learn from the so-called tea culture, wine culture and many other "brothers"; cultural, natural It will reveal "grade". The so-called "absurd poetry from China" Well! Otherwise, the appearance of gorgeous packaging may be because of the lack of cultural support, pale, lack of affinity, appeal, it is difficult to cause people's psychological resonance, making it difficult for consumers to psychologically identify with the brand. Taking the science and technology culture as an example, we can consider the introduction of famous scientists, major scientific and technological inventions, discoveries, etc.; taking ideology and culture as an example, whether we can consider introducing the moral ideas of Laozi, Confucius, and other thinkers and Confucian culture into our packaging.... ..

Design elements and packaging

With cultural connotations as a support, if we can further integrate the cultural elements with the five elements of trademark, brand name, health characteristics, physical image and capacity—the design of healthy food screens, the introduced product packaging will become more in line with the market and more. Attractive product packaging with market appeal. In fact, far from ancient times, there is such a model of packaging. The story of “buying a beggar and returning from a bead” does not exactly explain the role of glamour packaging as an overwhelming master? ! Modern people with modern ideas should get more inspiration from this...

Fresh elements and packaging

The current candy packaging industry has fully demonstrated that living packaging often uses some lively and appealing elements to cater to consumers in order to gain the goodwill of consumers. Whether this can be done or not has become an important breakthrough for design and decision makers. We must know that there is always a fixed pattern, a fixed style, and the same old design of a fixed character, as if the fish were eaten by the fisherman, it's good to be good, no change, no new ideas, how to win the attention of consumers? What’s more, today’s consumers’ eyes are getting higher and higher and more and more picky!

Moderate packaging and green packaging

With viable packaging, it is necessary to determine the proportion of different consumption levels according to market demand, that is, to determine a good grade, with particular attention to the mainstream consumer groups mentioned above; at the same time, professionalism, environmental protection, applicability, and Normatively and effectively combined, that is, the so-called "moderate packaging." Once the industry once prevailed “luxury style”, in fact, there is no need to blindly engage in super-luxury packaging in terms of packaging. Otherwise, it will only lead to illusion and waste. The author strongly agrees with the internationally accepted principle of “3R+1D” packaging, namely the principle of reduction, reuse, recycling, and biodegradability, and the implementation of a Chinese-style “green packaging method”, as well as the treatment of packaging waste and packaging. The safety of materials and the protection of human health are regulated. This packaging is in line with humanized packaging!

In short, packaging is a weapon that is often used by candy companies. To truly establish their own packaging, companies must handle the relationship between market positioning, mainstream consumer groups, cultural connotations, appropriate packaging, design elements and green packaging, etc., identify the mainstream consumer groups, and clearly understand the cultural connotation and other factors in packaging. The important role in design. Only in this way, packaging has its vitality!