The home furnishing industry's technology convergence, product homogenization between companies is serious. How to shape a homogenized product into a unique or more upscale image? How to sell homogenized products to higher prices? These are the headaches faced by all home furnishing companies' marketing departments.
As the saying goes, "Advertising attracts consumers and terminal packaging impresses consumers." Product packaging is the most direct window for consumers to access home-appliance brands. Good packaging enables consumers to make a splash when they are in a close contact, quickly establish a good feeling, and ultimately affect the purchase decision. It can be seen that Aotian plans that home paint packaging is the most direct, effective, and most cost-effective method and approach for brand promotion.
First, how to apply home paint packaging design in promotion?
1ã€Special packaging of special products highlights special status
Basically every home furnishing brand will have a product that is "Treasure of Zhenshan", either the brand's most high-end product or the brand's new product. In short, it needs to use this product to enhance the brand image, or to drive overall sales. Therefore, to allow consumers to visit the home paint terminal market, they can see their special status and be attracted at a glance through product packaging, which is a common task in daily packaging design.
2, the same product different packaging, different channels to achieve pricing
Compared to the fast-moving consumer goods industry, sales of household paint products are more dependent on the promotion of channels.
However, the home furnishing market differs greatly in the sales patterns of different channels. Hypermarket channels focus on cost-effective promotion, while home improvement company channels focus on promotion of high-price and high-profile promotions. In order to occupy more sales channels and avoid too much difference in sales price of the same product in different channels, the simplest and most effective method is: "same product, multiple packages", that is, the same product is not changed under the condition that the composition formula is not changed. Design packaging for different channel characteristics to solve the problem of "different pricing for the same product."
Such as a formaldehyde-resistant interior wall paint products, you can design a package for KA supermarkets, using ordinary pricing; and home improvement companies are designing another package, using high-cost positioning, for home decoration companies or designers and other reserved High commission space and so on.
3, old product update packaging, enhance the image and grade
Consumers are always refreshed and old-fashioned, and home improvement product technology improvements do not necessarily keep pace with changes in preferences.
In order to maintain a constant innovation and fresh image in a changing market, improving packaging has become a last resort alternative. Through the introduction of new packaging, product updates and upgrades can be reflected. More importantly, we can take this opportunity to enhance product image quality and price, thus achieving a dual upgrade of profits and image.
Second, home paint packaging design should avoid any errors?
1, information is complex and complicated, primary and secondary are not clear
In order to reflect the unique advantages of the product, some companies try to put all the selling points of the product on the packaging, but the effect of this mode of dissemination is often counterproductive.
In a limited packaging area, facing a variety of symbols and appeals that are complex and not focused, consumers can easily be confused and wonder what unique advantages this product has.
2, blind imitation of international brands, stereotyped to create an international image
Many people mistakenly believe that "international is high-end advanced," in order to enhance the brand image and product quality, deliberately imitate the design style of European and American brands.
However, the aesthetics of Chinese consumers on packaging are quite different from those in Europe and America: Europeans and Americans have a high level of cultural quality, and their packaging perception focuses on text, so the main elements of our common European and American product packaging are the English letters of brand names and product names; The cultural quality is low, and the perception of packaging is more from pictures. Therefore, the picture element is more likely to attract people's attention and favor as the design subject.
3, over-reliance on special techniques to upgrade grades, ignore the special characteristics of home paint bucket printing
In order to demonstrate the product's quality and international sense, many home furnishing companies have adopted various printing processes, such as bronzing, hot silver, and gold printing. However, the number of high-grade and international sense and process applications is not necessarily proportional, and the barrel is limited by its own printing and production materials, it may not be able to support a variety of printing processes, relying on the stacking process to improve the grade, is also a major packaging design Misunderstanding.
Household paint bucket packaging printing, generally directly on the pattern printed on the sheet metal, subject to material restrictions, generally only in the above four-color printing or spot color printing. If you need a special process such as hot stamping or silvering, you should first select a metal material of similar color. When you print, you can escape from the “hot stamping†position. Therefore, the “hot stamping†and “hot stamping†techniques in the paint bucket are strictly speaking. It can only be called "leakage" of the metal background. The biggest problem with this process is that because the metal background color is not white, the white area of ​​the picture is affected by the background color and is not pure, affecting the overall appearance.
Therefore, for the design of the paint bucket, the focus should be on the picture and layout design, rather than the addition and application of the process.
Third, how to promote home packaging brand "packaging victory"?
1, to clearly reflect the product features
Packaging, like other advertisements, is a means to spread product or brand positioning. Consumers are not buying home-coating products that are cold, but they are in line with the home-painting function of their home improvement needs. Therefore, the functional orientation of the product should be clearly demonstrated in the packaging design. In order to clearly present product features, the following points need to be made in the packaging design:
A, the screen elements intuitively reflect the functional selling point.
The main elements of the packaging design are pictures that represent the functions of the product, so that the product features more vivid and direct. For example, the main picture of Nippon Net Interior Paint is a scattered dandelion, and the image intuitively conveys the selling point of the product's net taste.
B. Function ICON Assist Description Function Selling Point.
In the packaging main screen, with the design of product features ICON, will help highlight the product features. Such as Dulux's anti-formaldehyde full-effect product packaging design above the "purify formaldehyde, long-lasting fresh" selling point ICON, Nippon net taste full efficiency product packaging marked with "net flavor technology" ICON, etc., product features eye-catching focus, at a glance .
C, picture color foil product selling point.
The main screen elements, together with the tone of the function, will be more intuitive and vivid. Such as anti-formaldehyde full effect, advocated a green, suitable for green as a package color; the same reason, the love of the paint clear wood paint, to reflect the brushing of the wood grain after the transparent beautiful, solid wood color as a package color It is relatively suitable.
2, to clearly show the brand style
Good packaging should be distinctive in style. No matter where it is placed, it can be seen at a glance which brand of product it is; at the same time, when all its products are placed together, it can easily identify the differences and grades of different products. difference.
Household paint bucket packaging style comes mainly from the layout of the packaging design. For example, after Nippon Paint's interior wall paint products have been launched with a full net effect, product packaging layouts have begun to be uniformly planned. They are divided into: brand LOGO area, functional main visual screen area (dandelion, maple leaf, narcissus, etc.), and product grade recognition. Area (a single arc, depending on the level of price, respectively, using hot stamping, hot silver, four-color technology) and other areas, when all products placed in the terminal, not only the overall style of unity, but also more easily distinguish between products.
The outstanding advantages of the packaging layout style are: First, the unified layout is easy to form the visual integration effect of the terminal, and the unexpected impact effect is achieved when multiple products are displayed; second, the unified layout, strong brand identity, and consumer promotion A deeper impression on the brand; Third, when the brand's multiple products are displayed together, it is also convenient for consumers to choose and avoid confusion.
3, to clearly reflect the industry attributes
As a home furnishing product packaging, we must try our best to reflect the characteristics of the industry and avoid mistakes in the terminal as products of other industries, so that consumers do not feel connected with their own and reduce their interest in further understanding.
Relevance is mainly reflected by design elements, such as selecting pictures that are closely related to home furnishing. In general, the interior wall paint products can use pictures such as walls, brushes, and rollers, while the wood paint products use pictures such as furniture, wood grain, and wood, so that consumers can intuitively feel the use of the product and the effect of use.
4, comprehensive consideration of packaging costs
Packaging is not only beautifying products, but also an important cost component of product production. How to avoid cost waste is also an important issue in packaging design. Good cost control can effectively reduce the financial risks of new packaging development and increase the price/performance ratio of products competing in the market.
To save on packaging costs, it is necessary to consider that packaging can achieve universality while demonstrating product personality. For example, China Resources's 5L pack and 7.5L pack use the same type of packaging drums. The difference is only in the degree of fullness of the paint. This can reduce the cost of a single bucket in the mass production of packaging pain.
In addition, some imported brands can also learn from the packaging: packaging barrels using plastic material, barrel surface pattern is covered with ordinary paper, the barrel pattern and the paint bucket separate, when the paint is used up, tear off the barrel pattern paper, paint Buckets can be reused many times to reduce costs.
Of course, domestic paint packaging is the most direct means of displaying a brand. Like other means of communication, if you want to succeed, you must comprehensively weigh various factors.
Good packaging should not only consider the intuitiveness of information transmission, but also consider the creativeness of information representation. At the same time, it must also take into account the visual aesthetics and the cost-effectiveness of cost. Only comprehensive trade-offs can achieve the goal of attracting consumers to the terminal. It has brought unlimited market driving force to the products, effectively reduced financial risks and improved product cost performance, improved profit margins, and provided success rates for market promotion.
In short, to do home paint packaging design, only beyond the point of view of pure visual arts, comprehensive marketing factors, in order to truly achieve the "winning of packaging" in brand promotion.
As the saying goes, "Advertising attracts consumers and terminal packaging impresses consumers." Product packaging is the most direct window for consumers to access home-appliance brands. Good packaging enables consumers to make a splash when they are in a close contact, quickly establish a good feeling, and ultimately affect the purchase decision. It can be seen that Aotian plans that home paint packaging is the most direct, effective, and most cost-effective method and approach for brand promotion.
First, how to apply home paint packaging design in promotion?
1ã€Special packaging of special products highlights special status
Basically every home furnishing brand will have a product that is "Treasure of Zhenshan", either the brand's most high-end product or the brand's new product. In short, it needs to use this product to enhance the brand image, or to drive overall sales. Therefore, to allow consumers to visit the home paint terminal market, they can see their special status and be attracted at a glance through product packaging, which is a common task in daily packaging design.
2, the same product different packaging, different channels to achieve pricing
Compared to the fast-moving consumer goods industry, sales of household paint products are more dependent on the promotion of channels.
However, the home furnishing market differs greatly in the sales patterns of different channels. Hypermarket channels focus on cost-effective promotion, while home improvement company channels focus on promotion of high-price and high-profile promotions. In order to occupy more sales channels and avoid too much difference in sales price of the same product in different channels, the simplest and most effective method is: "same product, multiple packages", that is, the same product is not changed under the condition that the composition formula is not changed. Design packaging for different channel characteristics to solve the problem of "different pricing for the same product."
Such as a formaldehyde-resistant interior wall paint products, you can design a package for KA supermarkets, using ordinary pricing; and home improvement companies are designing another package, using high-cost positioning, for home decoration companies or designers and other reserved High commission space and so on.
3, old product update packaging, enhance the image and grade
Consumers are always refreshed and old-fashioned, and home improvement product technology improvements do not necessarily keep pace with changes in preferences.
In order to maintain a constant innovation and fresh image in a changing market, improving packaging has become a last resort alternative. Through the introduction of new packaging, product updates and upgrades can be reflected. More importantly, we can take this opportunity to enhance product image quality and price, thus achieving a dual upgrade of profits and image.
Second, home paint packaging design should avoid any errors?
1, information is complex and complicated, primary and secondary are not clear
In order to reflect the unique advantages of the product, some companies try to put all the selling points of the product on the packaging, but the effect of this mode of dissemination is often counterproductive.
In a limited packaging area, facing a variety of symbols and appeals that are complex and not focused, consumers can easily be confused and wonder what unique advantages this product has.
2, blind imitation of international brands, stereotyped to create an international image
Many people mistakenly believe that "international is high-end advanced," in order to enhance the brand image and product quality, deliberately imitate the design style of European and American brands.
However, the aesthetics of Chinese consumers on packaging are quite different from those in Europe and America: Europeans and Americans have a high level of cultural quality, and their packaging perception focuses on text, so the main elements of our common European and American product packaging are the English letters of brand names and product names; The cultural quality is low, and the perception of packaging is more from pictures. Therefore, the picture element is more likely to attract people's attention and favor as the design subject.
3, over-reliance on special techniques to upgrade grades, ignore the special characteristics of home paint bucket printing
In order to demonstrate the product's quality and international sense, many home furnishing companies have adopted various printing processes, such as bronzing, hot silver, and gold printing. However, the number of high-grade and international sense and process applications is not necessarily proportional, and the barrel is limited by its own printing and production materials, it may not be able to support a variety of printing processes, relying on the stacking process to improve the grade, is also a major packaging design Misunderstanding.
Household paint bucket packaging printing, generally directly on the pattern printed on the sheet metal, subject to material restrictions, generally only in the above four-color printing or spot color printing. If you need a special process such as hot stamping or silvering, you should first select a metal material of similar color. When you print, you can escape from the “hot stamping†position. Therefore, the “hot stamping†and “hot stamping†techniques in the paint bucket are strictly speaking. It can only be called "leakage" of the metal background. The biggest problem with this process is that because the metal background color is not white, the white area of ​​the picture is affected by the background color and is not pure, affecting the overall appearance.
Therefore, for the design of the paint bucket, the focus should be on the picture and layout design, rather than the addition and application of the process.
Third, how to promote home packaging brand "packaging victory"?
1, to clearly reflect the product features
Packaging, like other advertisements, is a means to spread product or brand positioning. Consumers are not buying home-coating products that are cold, but they are in line with the home-painting function of their home improvement needs. Therefore, the functional orientation of the product should be clearly demonstrated in the packaging design. In order to clearly present product features, the following points need to be made in the packaging design:
A, the screen elements intuitively reflect the functional selling point.
The main elements of the packaging design are pictures that represent the functions of the product, so that the product features more vivid and direct. For example, the main picture of Nippon Net Interior Paint is a scattered dandelion, and the image intuitively conveys the selling point of the product's net taste.
B. Function ICON Assist Description Function Selling Point.
In the packaging main screen, with the design of product features ICON, will help highlight the product features. Such as Dulux's anti-formaldehyde full-effect product packaging design above the "purify formaldehyde, long-lasting fresh" selling point ICON, Nippon net taste full efficiency product packaging marked with "net flavor technology" ICON, etc., product features eye-catching focus, at a glance .
C, picture color foil product selling point.
The main screen elements, together with the tone of the function, will be more intuitive and vivid. Such as anti-formaldehyde full effect, advocated a green, suitable for green as a package color; the same reason, the love of the paint clear wood paint, to reflect the brushing of the wood grain after the transparent beautiful, solid wood color as a package color It is relatively suitable.
2, to clearly show the brand style
Good packaging should be distinctive in style. No matter where it is placed, it can be seen at a glance which brand of product it is; at the same time, when all its products are placed together, it can easily identify the differences and grades of different products. difference.
Household paint bucket packaging style comes mainly from the layout of the packaging design. For example, after Nippon Paint's interior wall paint products have been launched with a full net effect, product packaging layouts have begun to be uniformly planned. They are divided into: brand LOGO area, functional main visual screen area (dandelion, maple leaf, narcissus, etc.), and product grade recognition. Area (a single arc, depending on the level of price, respectively, using hot stamping, hot silver, four-color technology) and other areas, when all products placed in the terminal, not only the overall style of unity, but also more easily distinguish between products.
The outstanding advantages of the packaging layout style are: First, the unified layout is easy to form the visual integration effect of the terminal, and the unexpected impact effect is achieved when multiple products are displayed; second, the unified layout, strong brand identity, and consumer promotion A deeper impression on the brand; Third, when the brand's multiple products are displayed together, it is also convenient for consumers to choose and avoid confusion.
3, to clearly reflect the industry attributes
As a home furnishing product packaging, we must try our best to reflect the characteristics of the industry and avoid mistakes in the terminal as products of other industries, so that consumers do not feel connected with their own and reduce their interest in further understanding.
Relevance is mainly reflected by design elements, such as selecting pictures that are closely related to home furnishing. In general, the interior wall paint products can use pictures such as walls, brushes, and rollers, while the wood paint products use pictures such as furniture, wood grain, and wood, so that consumers can intuitively feel the use of the product and the effect of use.
4, comprehensive consideration of packaging costs
Packaging is not only beautifying products, but also an important cost component of product production. How to avoid cost waste is also an important issue in packaging design. Good cost control can effectively reduce the financial risks of new packaging development and increase the price/performance ratio of products competing in the market.
To save on packaging costs, it is necessary to consider that packaging can achieve universality while demonstrating product personality. For example, China Resources's 5L pack and 7.5L pack use the same type of packaging drums. The difference is only in the degree of fullness of the paint. This can reduce the cost of a single bucket in the mass production of packaging pain.
In addition, some imported brands can also learn from the packaging: packaging barrels using plastic material, barrel surface pattern is covered with ordinary paper, the barrel pattern and the paint bucket separate, when the paint is used up, tear off the barrel pattern paper, paint Buckets can be reused many times to reduce costs.
Of course, domestic paint packaging is the most direct means of displaying a brand. Like other means of communication, if you want to succeed, you must comprehensively weigh various factors.
Good packaging should not only consider the intuitiveness of information transmission, but also consider the creativeness of information representation. At the same time, it must also take into account the visual aesthetics and the cost-effectiveness of cost. Only comprehensive trade-offs can achieve the goal of attracting consumers to the terminal. It has brought unlimited market driving force to the products, effectively reduced financial risks and improved product cost performance, improved profit margins, and provided success rates for market promotion.
In short, to do home paint packaging design, only beyond the point of view of pure visual arts, comprehensive marketing factors, in order to truly achieve the "winning of packaging" in brand promotion.