Packaging facial features marketing

[China Packaging News] Packaging is first and foremost a visual carrier. Among the numerous and varied products, what consumers can see at first glance is largely determined by the packaging. In addition to visual impact, packaging can also bring other feelings to consumers. For example, if it is a flexible package, it will make people feel warm and comfortable, and if it has a fragrance, it is a plus in smell. Packaging can connect the five senses of consumers, which is what we call the five sense marketing.

According to data released by Nielsen, well-known brands have spent 40% of their time and energy on the consumer experience , which shows the degree of attention. Packaging can help brand owners enhance the consumer experience. Brands have high requirements for packaging. First of all, they need to be high in value. This does not explain that everyone loves beautiful things, and the value of the economy is economic. The value of the packaging catches the attention of consumers in the first place. Second, the packaging must be distinctive and unique to the brand. Third, the packaging must be supported by a big data platform to achieve precise marketing. Fourth, brand owners have a strong interest in personalized custom packaging.

Consumer loyalty to the brand is often reflected in the packaging. Let me give two examples. A well-known champagne brand abroad. In the past 100 years, the product packaging has been golden. The golden element makes people feel tall and upscale. This trait is recognized by consumers, so brand owners have always insisted on using golden element design. Budweiser Beer, which also has a history of more than 100 years, found that people are not most concerned about the "King of Beer" element in product design through consumer research, so they readjusted and designed the packaging.

From the perspective of the brand, give you some suggestions on packaging.

The first is the continuous innovation of new materials and new processes. Brands have a strong demand for this. Many unexpected materials are used in packaging, which will have unexpected effects. Graphene, for example, is an innovative material that can be used on packaging. In terms of materials and craftsmanship, it can be free from the thinking of the insiders, and learn more from outside the industry.

The second personalized and customized packaging is indeed the tuyere. The cases of Weiquan and Jiang Xiaobai are believed to be well understood by everyone. Of course, the current personalized packaging is still more of a short version, and there is no real personal customization. Private customization in the clothing industry is now running on Kute Smart. It will take quite a long time for our packagers to get this way through.

The third dimension is cross-border. The cross-border integration of packaging will bring broader imagination to the industry. Our eyes must be opened, don't just stare Print and stare at the packaging.

The fourth digitization and intelligence will open up a new dimension for packaging application innovation. You can pay more attention to the concepts and technologies of AI , AR and VR .