Eight principles of packaging design for popular products!!

Although the successful cases of products are all inclusive, most of them embody the same subject and characteristics. Popular products often also have some key features. We don't want to exaggerate. There is no "formula" for popular products, but these common characteristics make it easier to succeed.

We carefully studied hundreds of best-selling products and found that they pay attention to the following eight principles in packaging design:

1. Group (to identify the target group of the product)

Any product will not be sold to everyone, and product users and consumers are often not a group. So before we do product packaging, we must be clear about who our consumers are.

2. Home court (to choose the right fighting environment)

Different environments have different requirements for the appearance of products, such as convenience stores, e-commerce, large stores, first-line markets, second-line markets, etc. For example, e-commerce customers often get the product packaging at the end, and the function of packaging is more to preserve, transport and re disseminate. The requirement of large shopping malls for packaging can stimulate sales.

3. Core (to reflect the core differentiated value of the product)

After defining the consumers, to find the real differential value of products, the differential value must be valuable to consumers, and must be simple. Shi Yuzhu said that "if a product is said to be good from 10 perspectives, even if every one is justified, consumers will not remember one after a while.".

In order to peel off layers of shell until the core issue and find the real value of the product, we must be proficient in the way of abandonment and mercilessly distinguish the primary and secondary. Simplicity is not the pursuit of simplicity, or even out of context, but the effort to refine the essence. The expression must be short and profound.

4. Unexpected (to make consumers interested in US)

When we find the value that we really want to deliver, the next question is: how to make consumers pay attention to our ideas.

Based on consumers' cognition, we should be reasonable and unexpected. For example, Nongfu mountain spring tells the four seasons of Changbai Mountain, showing the natural and pure water《“ "Creativity" itself is really not creative: 89% of creative advertisements come from these six templates. "This article is very thorough about accidents.

5. Specific (let consumers understand the information we want to express more directly)

When consumers pay attention to our ideas, we need to let them know more clearly what we want to convey.

The book "from 2D to 5D omnidirectional somatosensory marketing" talks about similar contents. Consumers often remember specific things, such as the taste of mom's cooking. When I was a child, I did something wrong and was beaten by my father. Most of the things that are understood are explained by using body behavior and sensory information.

Take proverbs for example, abstract truth is often said to be concrete things, such as "stealing chicken does not erode rice". When we made packaging for the brand of daguyuan, what we remember most is that the boy went up to the tree to spank the walnut and half showed his bottom.

6. Trust (let consumers trust us)

When the information we want to express is very specific and understood, what we need to do is to make consumers trust, because trust is the basis of all transactions. So we need to find trust books for our core values. Common trust books include data, appraisal results given by authoritative institutions, history, patents and so on. It will not be explained one by one here.

7. Emotion (to resonate with consumers)

The previous principles are all described from the perspective of rationality, which is described from the perceptual level.

"Luo Yixiao, you stop for me" tells an emotional story under strict logic, from being moved by the article at the beginning, donating money enthusiastically, to exposing the truth later, all kinds of verbal criticism. Can trigger people's emotions is a good product, good packaging can fire up the foundation.

8. Story (let consumers help us promote)

To achieve the above points can make the products sell well, but to really break out, we need to tell a good story.

Throughout human history, no matter which nation, there are all kinds of stories. In order to make products known, remembered and spread, there must be a story, but this story does not have to appear directly on the packaging.