"Systematization" of cigarette packaging design

As the saying goes: "People rely on clothes, Buddha on gold." A good cigarette package not only has the most basic protection features, but also has a sales function. In today's increasingly saturated consumer market, the good or bad of a cigarette package will even affect the sale of cigarettes. It can even be said that a good cigarette package has sales force and is a "silent salesman" for cigarettes. It can attract consumers' attention at retail terminals and even trigger consumers' desire to purchase.

"Personalization" of cigarette packaging design

So, how can cigarette packaging design be "personalized" and how can cigarette packaging stand out from the packaging of many homogenous products? This is what tobacco companies need to consider. Cigarette packaging is not just a container for cigarettes, but it is also a powerful tool for cigarette brand promotion. It carries the added value of cigarette brands and carries consumer awareness of cigarette brands.

In fact, many tobacco companies have also realized this. They inject the culture concept of the product or brand into the packaging design of cigarettes, so that consumers feel not only the value of the product, but also the added cultural value behind the product. .

"Taishan" is a high-end cigarette brand of Shandong Zhongyan. At the beginning of 2008, Shandong Zhongyan launched a high-profile retail price of RMB 800 for the “Confucian Mount Tai”. “Taishan” brand “comes in with Confucianism and won the strength of heaven and earth” and officially announced that a new era of Shandong tobacco has come. The “Taishan” brand has also become the hope of Shandong Tobacco’s rise in the high-end cigarette market.

This "Rue Feng Taishan" is a product with a unique cultural personality. It is not only the highest-end cigarette product under the "Tarzan" brand; it is also the tide of Shandong Zhongyan's inheritance and development of Confucian culture in the world. Next, relying on the resource advantages of the cultural provinces, the Confucian cultural gene was injected into the “Taishan” brand. With the restrained product design style, the “Taishan” brand was passed from the cigarette label, filter tip and aroma. "The philosophy of life.

After savoring the packaging design of this “Ru Fengshan Mountain”, you can feel that it borrowed the Chinese philosophy 2,000 years ago and made an accurate definition and interpretation of exquisite life through cigarettes. At the same time, the overall packaging design of this “Confucian Taishan” made even more eyes shine for most consumers. From cigarettes to cigarette packs, the traditional Chinese cultural spirit is highly refined. Taishan Graphics has successfully positioned itself in the center of the package of cigarettes under the traditional Chinese temperament. It reveals the introverted, exquisite and atmosphere of the "Tongfeng Taishan" brand, and at the same time, it fully embodies the noble identity and good taste of smokers. . From this "rufeng Taishan", consumers can appreciate the "Taishan" brand to promote this cultural concept - to use a pack of cigarettes to promote the Chinese nation's broad and profound traditional culture. Whether it is a saint or a poet, whether it is the essence of Chinese culture or famous poetry and verses, it is closely related to the "Mount Tai". In terms of cultural concepts, the “Taishan” brand has occupied the highest-known humanity symbol “Taishan and Confucius”. Under the current social macro environment that advocates “harmony” and “rufuge” prevailing, the brand advocated by “The Confucianism Fengshan” advocates. Culture is also more likely to arouse market attention, and eventually formed a consumer trend.

"Golden Bridge" is one of the two leading brands of Fujian Tobacco. In 2008, “Golden Bridge (British milk) was officially listed. This is a brand-new feature product following “International Golden Bridge” and “Golden Bridge (Red International)”. It belongs to “Golden Bridge” brand “International Series” and “Special The first special product of the "Special Series" of the two series of products.

"Golden Bridge (British milk)" packaging design reflects the full British fashion style, cigarette slightly thinner than ordinary cigarettes, diameter of 22.3mm (ordinary cigarettes for 24mm), the first in the domestic fine cigarettes " Octagon cigarette packs packaging technology, this packaging design draws on the design of the traditional Scottish "noble grid", so that the product presents an international visual effect. This classic aesthetic, which originated in the 18th century in the United Kingdom, is the application of the fashion industry's return to pure British life in the field of cigarettes. Behind its design is a hereditary noble lineage of inheritance, which allows consumers to show elegance in their gestures. Do a full and luxurious European style.

"Golden Bridge (British milk)" uses white card printing pearlescent ink, unique light transformation effect, fully highlights the product's young, fashionable, elegant temperament; overall packaging color with soft milk tea color as the main tone, reflecting the product itself Earl The unique smoking characteristics of milk tea mellow. The grey plaid pattern is composed of subtle oblique stripes, resulting in a cloth effect under the lining of the pearlescent ink white cardboard. The use of the magenta lines makes the entire package reveal some small naughty in the noble, lively and vivid. Conforms to the modern trend of fashion, elegant color tone style, giving a noble and elegant visual experience.

"Systematization" of cigarette packaging design

However, although cigarette packaging design needs to be “personalized”, the “systematization” principle of cigarette packaging design cannot be ignored. Cigarette packaging design is an important part of the brand's integrated marketing strategy. The packaging design with unique cultural personality can certainly make the brand stand out in many homogenous product packaging, but the principle of consistency cannot be violated.

Brands need to speak in the same voice, and they need to leave a unified impression in the minds of consumers, rather than scattered, disorganized. "Coca-Cola" has different trademarks in different language countries, but regardless of the language, consumers can recognize the "Coca Cola" logo, especially the "Coca-Cola" red packaging design. “Emotional red packaging, TV commercials with red backgrounds, promotional red banners, dark brown liquids, and passionate bubbles...” This is what Coca-Cola brings to consumers. "Sprite" - "green packaging, green-based posters, submerged advertising, cool associations". This is the intuitive feeling that "Sprite" brings to consumers. There is no doubt that "Coca-Cola" and "Sprite" are product packages, promotional posters, and other forms of propaganda. They all leave a unified impression in the minds of consumers and deepen consumers' perceptions of Coca-Cola. "And Sprite" visual cognition.

Similarly, the packaging design of cigarette brands requires both "individualization" and the "systematization" principle. “Ru Feng Tai Mountain” is a humanistic Chinese cigarette product. The introduction of “Ru Feng Tai Mountain” has established a “value benchmark” for the “Tai Shan” brand. Following the “Confucian Taishan”, Shandong Zhongyan launched the “Wangyue Taishan”. "How did Zong Zongfu go, Qilu Qing was not there. He created a show of bells and gods, and yin and yang cut his faintness. He threw up a layer of clouds on the chest and decided to go back to the returning bird. He would be extremely talented when he was on top of the hill." The "Wangyue" poem written by the author depicts the characteristics of Taishan. "Wangyue Taishan" adhering to the cultural charm of Mount Tai, integrates the ancient oriental culture organically into the cigarette products, and has thus created a unique Characteristic humanistic Chinese cigarette products. At the same time, “Wangyue Taishan” continued to place the Taishan graphic in the center of the cigarette case packaging, revealing the introverted, exquisite, and atmospheric atmosphere of the “Wangyue Taishan” brand, and inheriting the design of “The Confucianism Taishan”. style.

Actually, from the “RMB Taishan” of 800 yuan to the “Mount Taishan” of 230 yuan, to the “Taiwan Tai Mountain” of 180 yuan and the “Yuanshan Taishan” of 150 yuan, and 100 yuan one "Taishan" and "Taishan" and so on, consumers can feel the "Taishan" brand cigarette packaging design consistency, the Taishan graphics are placed in the center of the package, and use different color background to distinguish With different product grades, each cigarette product consumer of the “Taishan” brand can feel the unique humanistic value.

In short, cigarette packaging design as an important part of the brand integrated marketing strategy, both the need for "individualized" needs, but also can not go against the "systematization" principle. Only in this way, cigarette packaging can better leave a unified impression in the minds of consumers and deepen consumer awareness of cigarette brands. Today, in the increasingly saturated consumer market, the quality of a cigarette package can even affect the sales of cigarettes. Do not underestimate a small cigarette package. It is not just a container for cigarettes. It is also a tool for promoting cigarette brands. It carries the added value of cigarette brands and carries consumer awareness of cigarette brands.