Focus on product packaging design (2)

People-oriented design

Woodall reminded listeners at the packing symposium that there are two kinds of customers who visit the warehouse mall: organization buyers and home shoppers. Institutional buyers, such as small business merchants or purchasers from restaurants, mostly regard warehouse-style shopping malls as wholesalers. Home shoppers are scattered buying home supplies for their families.

“For a company that sells large carpet cleaners, whose target customers are companies that provide cleaning services, then they should put the advantages of their products on the packaging accordingly,” Woodall suggested. “However, if you The brand has a two-way appeal (group buyers and home shoppers), so you have to make sure that the benefits of the product expressed on the packaging can also be understood and appreciated by the home consumer so that they stand 15 feet from the product At the same time, the product can be approved within 5 seconds!

Woodall said that the warehouse stores are filled with various brown boxes designed for transportation and warehousing, but the designers did not even think that they would be sold in the retail mall. “You might even ask: 'What is this? Is it a TV, a lawn recliner, or a bicycle?' All I see is a 'up here' hint, but I usually look backwards,” he joked.

The design of the product transport corrugated boxes is not only suitable for severe transportation conditions, but also suitable as a commodity placed in any sales environment, so as to ensure that your brand is recognized, regardless of whether the salesperson in the mall pays special attention to your Products, he added.

Woodall encourages companies to spend more energy on packaging design. “There are not many companies looking for packaging design companies to develop product packaging for warehouse stores for them. This may make them lose opportunities,” Woodall said. He encourages companies to communicate with salespeople in shopping malls and ask them their opinions on good or bad packaging designs. Criteria for their evaluation include whether the package is easy to transport, whether it attracts customers, and whether it is easy to pack.

In addition, he added that companies can get inspiration from other people's products and brands. “Look at the catalog of all the items in the mall,” he said. “Is your product packaging or brand on the shelf likely to be the first to attract customers, or will you be left in a corner? Can product packaging effectively Deliver the features, strengths, and advantages of your product or brand? Can the patterns on the product packaging appeal to your target group?” After making the correct assessment, Woodall encouraged the manufacturer to find a competent designer. To develop product packaging, in particular, we should find designers who have experience in product packaging in warehouses and storehouses, and understand the specifications of chain stores.

When shoppers quickly find items on the shopping list in the mall, Woodall claims that they are using "visual brand identifiers (VBI) to select products." Color is the first VBI (for example, Kodak's yellow and Coca-Cola's red). He said that for the less well-known brands, it is extremely important to convey the characteristics of the products to consumers.

“Party hidden in the box” — this name has been a good description of the use of the product, but colorful patterns such as balloons, confetti, and hats at the party will make the party’s joyful atmosphere more visible and make consumption People do not have to guess.

Successful sales—whether in supermarkets or warehouse stores—pass product information to shoppers. Moreover, because the packaging of many products is practical but inconsequential when they are sold to warehouse-style stores, manufacturers also have a good opportunity to use the packaging methods that they have applied to other sales channels.