In the development of new products, the packaging design of products is a very important part. However, in this important aspect, often the brand manager and the designer will have conflicting opinions on the design issues. The reason is that the two sides look at the problem from different angles: The designer usually stands in the aesthetics. From the perspective of packaging design, and brand managers are looking at the packaging design of products from the perspective of the market. Designers believe that creativity, personality and aestheticism are the highest principles of designers' product packaging design. The work that undermines this principle is a flawed work, and the brand manager believes that this is not entirely suitable for the principle of market sales. Product packaging is not an incarnation of pure art. It plays an important role in the sales process of the product. In the actual operation of the brand, personality, aestheticism, etc. are not the highest principles of design. There are shortages of details in specific circumstances, and may be the most A good choice, the sales force of the product packaging displayed at the terminal is the highest design principle. The author once had a position as a brand manager and deeply experienced similar differences. He also made a clear-cut statement: The product packaging is for sales service. It captures consumers' eyes and conveys relevant product information through product packaging. Produce a static sales force, to truly realize the value and significance of product packaging. How can product packaging generate sales force? Let us use logical reasoning to evolve this course of action. We first look at the three major steps of the customer's buying process: seeing the product - being impressed by the product - generating a purchase. These three steps will determine what features our product packaging focuses on. 1, visual impact function. Products that cannot be seen cannot be purchased! This is a well-known display theorem. On a dazzling supermarket shelf, whoever's products can enter the consumer's line of sight can be purchased, and there is no chance of sales. We may not realize that some of the brands displayed on the shelves are not in the sight or mind of consumers at all. The author once did a simple field test: when asked about a certain brand on the shelf, more than half of the customers who just came out of the shelf area actually did not see it. Therefore, it is well-deserved to list visual impact as the first function of packaging design, which is the premise and basis for realizing sales. 2, information transmission function. Being seen is only a prerequisite and foundation for realizing sales. To impress customers, you have to rely on the charm of the brand itself. "who am I? What can "I" bring to customers? Can "I" make customers like it? ... The packaging design requires eye-catching messages that can touch consumers. This information is presented to the customer in a concise and prominent manner, giving the customer a rational purchase reason. 3, aesthetic pleasure function. As the saying goes: goods sell a skin. "Leather" is beautiful, not only can sell, but also can sell a good price. In ancient China, there were allusions to the “buying and returning beadsâ€, showing the importance of aesthetics of packaging. This requires that our product packaging be beautiful, can give customers a pleasing sensation, can seduce the customer's desire, give the customer a sensible purchase reason. 4, personalized features. If your brand is not a “familyâ€, you don’t deliberately want to confuse the audiovisual, you must also work harder and harder. Personalized packaging often depends on factors such as your brand positioning, brand personality, brand segmentation, and channel type. The distinct product packaging helps customers to judge in the same product, saving time and convenience. Personalization not only distinguishes your brand from your opponent, but also gives your customer a preconceived memory. 5, quality sense function. This is a very emotional thing. In essence, the customer is most concerned about the quality of the product, but the quality of the product is often the customer can not immediately determine, the customer can only from the side to prove the quality of the product, such as the brand's corporate background, brand accumulation, advertising, friend recommendation. The customers' judgments are essentially the quality of the products. In addition to the above factors, product packaging is also an important indicator of the quality of the customer. 6, additional value function. Packaging design is one of the ways to create added value for goods. "Packaging is often more important than the product inside." This statement reveals the meaning of the package's added value orientation. "A good horse with a good saddle" also mistakenly led to a perceptual paradox - "It must be a good horse with a good saddle." The most typical moon cake marketing is not so much a brand war as a packaging war. 7, convenient customer function. The convenience of packaging is also one of the factors that customers decide to purchase. Whether the packaging specification meets the customer's usage and storage habits, whether the packaging is easy for customers to pick up, whether the price due to the packaging capacity or specification exceeds the customer's payline, whether it is convenient for customers to try to buy. When designing packaging, we can achieve "people-oriented" from these details, which is truly a good package. 8, self sales function. In addition to advertising, shopping guides and other means, more often than not, direct communication with the customer is done face-to-face through packaging. Therefore, a good packaging design must be found in the customer's 3-second quick review and within 15 seconds. Through the brand's comprehensive information touched its desire to buy. Therefore, successful packaging design can easily achieve the purpose of self-selling products. The self-sales function is also the result of the above-mentioned functions. So, what aspects should we start with to represent these features of product packaging? 1, from the display environment, packaging color, pattern, style and other aspects to create brand visual impact. Color is the vanguard of taking customers' eyes. Among the many elements of packaging design, a pleasing color is bound to leap into the customer's eyes first, followed by other design elements. Therefore, turning good colors is the first factor in creating visual impact. The choice of colors must consider an important related element - the display environment. The visual impact on your desk is not equal to that in the shelf display area. Your brand color must escape from the colorful shelf area. It should be said that this is a more difficult thing to grasp. If you are not careful, you will be similar. How to avoid it? This requires that we first be familiar with the exhibition environment, know what can be and what cannot be done; secondly, we must carry out color innovation, not be too popular and popular. The vivid patterns and unique styles are also effective means to distinguish competitors and escape from the display environment. At the same time, vivid patterns and styles also induce customers to buy impulses. Regardless of the display environment, it is difficult to create a strong visual impact by simply designing the color of a closed door based on brand personality or brand style. 2, from the brand positioning, brand current status to convey brand information and personalized face. Through the positioning of its own brand, it is clear what kind of factions it is, what kinds of people it is targeted for, and which appropriate channels are selected, so as to determine the brand's design style and brand theme. The brand theme enriches important brand information that consumers care about, such as brand name and brand main interest point. The current position of the brand determines what attitudes we take in treating the elements of the brand theme. The status of different elements is different from the order of the primary and secondary elements. In general, companies that cultivate brand awareness will highlight the brand name as the main element, followed by the brand's main interest points. Other elements or colors cannot grab its limelight. However, if the company does not cultivate brand awareness, the brand is merely a code name for the convenience of expression, and now does not expect it to use the future, we need to rethink the order of the above elements. I used to see some of the brand-name products in the supermarket. Their product interests are bigger than the brand name. This completely unconventional design is the right choice for the brand, it helps to achieve sales. maximize. For consumers, the temptation of a new brand with no background is zero. At this time, sales rely on product interest points rather than brands. What is more, some resources, especially those with scarce talents, have no sales force and refined sales methods. They rely on the traditional circulation channel thrust. For low-end consumer groups with low degree of specialization, there is no need to innovate on product packaging. "Imitation" or "å‚" type of take-ism is their best choice. Customer's mistakes are the best opportunities for them to achieve sales. This is also a living method that determines the means of survival. 7, convenient customer function. The convenience of packaging is also one of the factors that customers decide to purchase. Whether the packaging specification meets the customer's usage and storage habits, whether the packaging is easy for customers to pick up, whether the price due to the packaging capacity or specification exceeds the customer's payline, whether it is convenient for customers to try to buy. When designing packaging, we can achieve "people-oriented" from these details, which is truly a good package. 8, self sales function. In addition to advertising, shopping guides and other means, more often than not, direct communication with the customer is done face-to-face through packaging. Therefore, a good packaging design must be found in the customer's 3-second quick review and within 15 seconds. Through the brand's comprehensive information touched its desire to buy. Therefore, successful packaging design can easily achieve the purpose of self-selling products. The self-sales function is also the result of the above-mentioned functions. So, what aspects should we start with to represent these features of product packaging? 1, from the display environment, packaging color, pattern, style and other aspects to create brand visual impact. Color is the vanguard of taking customers' eyes. Among the many elements of packaging design, a pleasing color is bound to leap into the customer's eyes first, followed by other design elements. Therefore, turning good colors is the first factor in creating visual impact. The choice of colors must consider an important related element - the display environment. The visual impact on your desk is not equal to that in the shelf display area. Your brand color must escape from the colorful shelf area. It should be said that this is a more difficult thing to grasp. If you are not careful, you will be similar. How to avoid it? This requires that we first be familiar with the exhibition environment, know what can be and what cannot be done; secondly, we must carry out color innovation, not be too popular and popular. The vivid patterns and unique styles are also effective means to distinguish competitors and escape from the display environment. At the same time, vivid patterns and styles also induce customers to buy impulses. Regardless of the display environment, it is difficult to create a strong visual impact by simply designing the color of a closed door based on brand personality or brand style. 2, from the brand positioning, brand current status to convey brand information and personalized face. Through the positioning of its own brand, it is clear what kind of factions it is, what kinds of people it is targeted for, and which appropriate channels are selected, so as to determine the brand's design style and brand theme. The brand theme enriches important brand information that consumers care about, such as brand name and brand main interest point. The current position of the brand determines what attitudes we take in treating the elements of the brand theme. The status of different elements is different from the order of the primary and secondary elements. In general, companies that cultivate brand awareness will highlight the brand name as the main element, followed by the brand's main interests. Other elements or colors cannot grab its limelight. However, if the company does not cultivate brand awareness, the brand is just a code name for the convenience of presentation, and now there is no future and no expectation of its leveraging, then we have the order of the above elements.