The core of packaging design lies in a brand’s strategic positioning, promotion, and marketing. As the final touch of a brand, packaging plays a crucial role in shaping consumer perception and interaction. Whether it's a new brand or an existing one launching a new product, the packaging must align with the brand’s identity, values, and tone.
When introducing a new brand or product, careful consideration must be given to brand positioning, value proposition, and tone before determining the product's positioning. For an established brand launching a new product, the question is whether the packaging should differ from previous designs—whether it's for upgrading, supplementing, or innovating the product.
Packaging varies in quality and purpose depending on the product's grade. High-end items often feature gift packaging, while lower-tier products use more basic designs. Different grades target different consumer groups, and factors like material cost, decoration, and added value all influence the packaging strategy. The China Packaging Association Design Committee has set guidelines, suggesting that gift packaging costs should not exceed 30% of the product’s total production cost, while ordinary packaging should be under 3%. Exceeding these percentages may be considered "overpacking," though this definition isn't legally binding and can be difficult to enforce in practice.
Gift packaging carries a unique emotional value, especially when used for commemorative purposes. However, not all gifts are considered "overpacked." If a daily item is given as a gift, it becomes symbolic, but the packaging itself doesn’t necessarily need to be extravagant. In some cases, such as with handicrafts or antiques, minimal or no packaging is common due to cultural preferences or economic constraints.
The value of a product also influences its packaging. Even with similar materials, differences in content, quality, or branding can lead to significant price variations. For example, different cigarette packages—carton, plastic, or metal—may have similar contents but vary greatly in price. This reflects how packaging enhances perceived value and supports product positioning.
Packaging serves multiple functions: protection, promotion, aesthetics, convenience, and value addition. Its primary goal is to promote the product, and the extent of packaging depends on these functions. While overpacking can be subjective, it's often acceptable if the product sells well. If it fails to attract consumers, it's likely considered excessive.
Reasons for larger packaging include product protection, manufacturing efficiency, and adding value. Sometimes, manufacturers increase packaging size to enhance safety or aesthetics, even if it raises costs. For instance, USB drives might be packed in larger boxes with extra padding to ensure protection, despite their small size. This type of packaging is justified by the need for security rather than excess.
Consumers often associate packaging with status and prestige. A beautifully designed package can influence purchasing decisions, sometimes leading buyers to prioritize the packaging over the product itself. This psychological factor explains why companies invest in premium packaging to boost perceived value.
Different consumer groups have varying expectations regarding packaging. What may seem excessive to one group could be perfectly reasonable to another. For example, commemorative coins may appear overpackaged to some, but they hold significant cultural value for others. Ultimately, the success of packaging depends on how well it aligns with the target audience.
While there are no strict laws regulating packaging in many countries, national standards require clear labeling of ingredients, net weight, and other essential information. As long as this is done, oversized packaging isn't necessarily illegal. However, the lack of specific regulations makes it challenging to define what constitutes "overpacking."
In conclusion, defining excessive packaging is complex, involving factors like production costs, consumer behavior, and market demands. Without clear legal frameworks, it's up to brands and consumers to determine what’s appropriate. Effective packaging remains a powerful tool for enhancing brand image and driving sales.
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