Misunderstanding of food packaging and its thinking

The meaning of commodity packaging is very extensive. It includes both packaging materials and containers. It also includes the design of advertisements, trademarks, brands, and packaging of products, and even the image of companies. This article is mainly aimed at the latter to carry out some cultural and market positioning aspects. Discussion. These soft packaging mainly undertake the social identification function of goods, that is, the social spiritual functions, such as the transmission of economic value, ethical culture, aesthetic emotions, psychological needs, fashion, and other different information. They are actually the extension of the production field to the circulation field. As a product packaging, there are two aspects must be considered, one is the market factor, the other is a cultural factor, they jointly build the basic concept of soft packaging design. However, looking at the packaging of domestic food, the situation is a bit worrisome. There are not many food packages that can quickly attract people's attention on a wide range of shelves. In a variety of complex advertisements, foods that can give people a profound and perfect impression Packaging is also numbered. Why does this happen? The author's conclusion after investigation and analysis is that the lack of rational understanding of the market and cultural orientation of food packaging is the main reason for this phenomenon. Then, what are the misunderstandings in the positioning of food packaging? As entrepreneurs of the food industry and designers of food packaging, what aspects should be considered in depth? This article will analyze the following aspects.

First, over packaging, ignoring their own value

As an important part of the circulation of commodities, packaging has played a role in expanding the production and sales of commodities. Fierce market competition has, in a sense, manifested itself as a competition in the packaging of goods. In the state of relatively stable commodity quality, the packaging of commodities can provide higher added value for commodities, and to a certain extent can affect the competitiveness of commodities in the market. It is because of these values ​​of packaging that many food companies have begun to pay attention to the packaging of products in recent years, and have spent a lot of manpower, material resources, and financial resources on packaging. However, along with the strengthening of the concept of packaging, some misunderstandings of packaging awareness have appeared one after another. Over packaging is a very serious phenomenon. Many companies even believe that as long as they are willing to invest in product packaging, there is no need to worry about the lack of benefits. This tendency toward overpacking is more obvious in two forms. One is gift packaging, and the other is value packaging. Gift packaging comes with gifts in the package to stimulate consumers' desire to purchase. This method is one of the modern packaging strategies. It is understandable in itself. However, as far as the current situation is concerned, there are quite a few food packaging positions that are incorrect, and the value of packaged gifts is much higher than the value of food itself. Outstanding, this leads to a distortion of the packaging concept. This kind of distortion is most common in children's foods. In order to win the children's love of rational thinking, some companies often include toys in their bags. This practice not only violates the relevant food hygiene regulations, But also increased the cost of the product, this part of the cost is not the company to hand over their own profits, but transferred to the price of food, in fact, is to make consumers save part of the money. These toys are often not shoddy products or their value is much higher than the value of the food itself, and food companies adopting such strategies often do not care much about the development and quality of new products, and lack long-term planning in packaging positioning. Simply wining the temporary trust of immature consumers through fancy packaging is obviously an act of quick success. Super-value packaging has also seen great momentum in recent times. This packaging strategy mainly relies on the exquisite and gentrified packaging to enhance the product specifications, so as to obtain high commercial profits. This kind of packaging positioning should be said to be malformed from the beginning of its production. From the point of view of the consumption of these products, the consumers are mainly those who consume public money and treat gifts. We can see from the moon cake packaging in Mid-Autumn Festival in recent years. Imagine how some ordinary mooncakes are worth less than ten thousand yuan. However, in the moon cake market in the Mid-Autumn Festival, this is achieved through supervalue packaging. However, price is not uncommon, as several ordinary people are happy to spend this money? Moreover, with the introduction of relevant laws and regulations, the orientation of such packaging will also lose its hotbed of survival. The top priority of such enterprises should be to give up this mentality, re-position the product packaging, intensify the development of new products under the premise of not excessively pursuing packaging, and improve the product quality. Only when the packaging and products complement each other, can companies be furthered. The kinetic energy of development.

Second, imitation packaging, lack of personality innovation

Brand-name products can make enterprises gain higher reputation and higher profits because of its brand name effect, which has become the goal of many enterprises. However, as we all know, to create a brand name, we must develop a brand name. The effort is self-evident. But now there are many companies that see only the halo of people's heads, but do not want to experience the hardships of others, in order to obtain higher profits as soon as possible, so there is another misunderstanding of the positioning of packaging, which is to imitate packaging. The food industry is particularly prominent due to its low technical content, low entry barriers, and uneven quality of the company. For example, Confucius House Wine highlighted the concept of “Confucius House Wine and let people homesick” in packaging and advertising. It shows that the Chinese people attach great importance to family and enjoy the traditional spirit of family happiness. They easily and naturally penetrated the Chinese nation. Cultural characteristics, it should be said that this cultural identity with ethnic characteristics has been recognized by the market and has achieved a certain degree of success. However, we also found that similar products with the same cultural orientation have gradually increased since then, such as "Zeng Guofan's home wine" and "Cao Xueqin's wine," which is obviously impersonal behavior without personality and lack of eye-catching innovative awareness. . This step-by-step package positioning is difficult to obtain the consumer's psychological identity, as to win the trust of consumers, and promote the effective positioning of the product eventually formed a well-known brand is even less likely. As the saying goes: The first one who compares a woman to a flower is a genius, the second one is a mediocre person who likes flowers, and the third one is a stupid person. What's more, some food companies are positioning their product packaging as "counterfeiting" for brand names. Many of these packages have actually violated the relevant laws and regulations for the protection of intellectual property rights. They tend to focus on the best-selling products in the market, and then design product packaging that is very similar to them. Such as "Sprite" soda is very popular, and some manufacturers launched the "cloud Bi" soda, packaging color pattern completely clear water snow waves of the sign, in addition to "cloud" and "snow" have a slight difference, it can almost be real. Your product is called "Jinliufu", then "Jinwufu", "Quanliufu", "Jinliufu" and other similar products will follow one after another and let the manufacturers find it difficult to prevent them. The disorder of this packaging positioning is enough to destroy one Xin Xin. The hard-earned brand, not long ago, a “Laoganma” in Guizhou complained of a “Laoganma” packaging infringement case also mapped this embarrassing phenomenon in the food packaging market. Both have a certain reputation and a high market share. The phenomenon still exists in brand-name foods, which shows how serious the problem is. For this phenomenon, it is not enough to warn only those unscrupulous companies that brand-name companies should arouse enough vigilance. Strengthen anti-counterfeiting, apply for registration, and use high-tech and legal means to prevent such packaging from infringement.

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Third, fashion packaging, ignoring cultural taste

Fashion has a certain appeal in today's society, and it is also quite instructive in the consumer market of commodities. It is precisely because of the strong power of fashion that some companies and designers are very sensitive to it, reflected in the product packaging is one-sided fashion in the packaging design. However, the author believes that if the packaging of goods only blindly pursues fashion from the surface, then they will never be the dominant players in fashion. Only by integrating its own national culture and corporate culture into fashion can it make this fashion vitality and give full play to fashion charm for a long time. Only by making its product packaging look forward, can it create fashion and lead the fashion trend; "The first cup" is rewarded with high profits. However, compared with similar foreign products, many domestic food packaging products do have a significant gap in cultural positioning. This is particularly evident in the packaging of beverage products. When they watched “Coca Cola” and “Pepsi Cola” expanding the Chinese Cola market and occupying half of the Chinese Cola market, some domestic beverage companies also started to take action and challenged them to launch their own “Coke”. However, so far, there is almost no defeat. What are the reasons for this? We can see from the perspective of packaging, advertising, and promotion of products that Coca-Cola and Pepsi seem to have been bred with an American likeness. The Coke culture represents youth, vitality, life and fashion. Both types of cola target the target consumer group to the young generation who subverts tradition and individuality. Popular music and fashion sports are closely linked with the lives of young people in all ages. Therefore, they invariably chose popular music and sports as the main carriers of Coke culture and corporate philosophy. Under this concept, Coke consumption has become a fashion, a taste, but also represents a profound culture.

It is precisely the cultural connotation of this product that makes Coca-Cola and Pepsi popular worldwide for centuries. In contrast, Chinese Coke people do not seem to be aware of the significance of cultural positioning for Coke products. Coca-Cola proposed "Chinese people's own cola". Like other types of products, they played a national card. However, how many consumers will be linked to the urge to drink and patriotism? Later "shows you "Own", "very happy to open, happiness naturally comes" is even more puzzling, and people can't help but ask, what kind of cultural idea do you advocate for homemade Coke? Blindly pursue fashion, lack clarity, A stable cultural orientation is an important reason for mistakes made in domestic cola. Obviously, the positioning of food packaging should consider fashion, but this is not the most important. In contrast, the cultural quality of packaging and the value of its stability and innovation are more significant. This shows that Coca-Cola and Pepsi are very sensible in positioning their product culture in popular music and fashion sports. After all, young people are always advocates and loyal practitioners. Although the forms of popular music and fashion movements in each region of each era will be different, the nature of the popular music will have many similarities. This position has also contributed to the long-lasting charm and fashion charm of their product culture. When a company or a product has such a cultural connotation of vitality and creativity, is it still afraid to beat its rivals? This is also where domestic food companies should learn in packaging positioning.

Fourth, similar packaging, lack of differential positioning

Before any product is put into the market, it should have a clear orientation, its target market conditions and the operation of similar products, the main consumer groups of the products, their position and goals in the market, and their Product packaging should focus on what kind of dominant spirit, etc. These are all important factors that companies must consider in the process of packaging positioning. Each brand-name company will have some series of products, and the categories of these products and the positioning of consumers are often many companies consider more factors, but how to use packaging to enhance people's impressions and strengthen people's awareness of this product's differential positioning In terms of understanding and other aspects, it has not done enough. As food is often displayed to consumers through the display of shelves, the lack of positioning of the packaging becomes more prominent. Wuliangye Winery has launched Wu Liangchun, Wuliang Alcohol and other products that are almost the same as its main product name Wuliangye in a period of time. He