Good printing and packaging experience in the Internet Era
From：Yongle Date：2024-07-16
? ? ? Due to changes in the Internet and mobile Internet, the modern consumer experience has undergone tremendous changes from the end of communication. So, in the mobile Internet era, what kind of consumer packaging needs and desires?
? ? ? Cultural ideology and way of life has changed, the product must be functional, second, the brand must be symbolic, and the third, to spread from the media, the user is the fourth layer. From the product to the brand, we must implement differentiation, and competitors are differentiated. But in the brand communication, but also must be concise, easy to spontaneous communication. Products with micro-blog, WeChat and more social networking linkage together, allowing users to interact with the product.
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What is a good packaging experience
? ? ? Packaging is the most important function of protection, that is, to protect the product from pollution, in the course of transport without damage. Between brands and consumers should establish an emotional communication channels. If you can put these designs on food packaging, you can create a common value with consumers.
? ? ? What is the good packing? In the traditional sales channels in the field, good packaging means must be found, second is to be found, it is passed to consumers third point clear, finally use the process to have a good experience. It is an era of overproduction. There are probably more than 45 thousand items in a typical supermarket, but the average consumer purchases only 23 minutes. So many choices, you choose what goods? This requires the establishment of brand communication with consumers, your products to be visible, be quickly found, with a clear value, and give consumers a sense of pleasure.
? ? ? Therefore, a good packaging design is to communicate with consumers. Must be in the shortest possible time to complete the consumer from the perceptual to rational and then the process of purchasing behavior. Packaging is the best advertising for consumers.
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How to design packaging
? ? ? Good packaging must be attractive, can arouse the interests of consumers, stimulate desire and action. Rococo in packaging design created a methodology: QMS5 rule, the pursuit of "5 miles" and "5 seconds", which is in 5 meters away, how do you make the products make the product purchase talent shows itself, and in 5 seconds.
? ? ? For the design of the product, then everything must focus on consumers, and therefore can not avoid the direct communication with consumers. There are various ways to gain insight into the needs of consumers, such as the focus group approach, accompanying shopping, behavioral slicing, role playing, etc.. In short, to track and observe the behavior of consumers, as much as possible to get the relative real data. Into the next step of the design, but also from the communication with the customer to the final product and small batch proofing, etc..
? ? ? For example, what is not seen on the shelf is definitely not for sale. This is to improve the visibility of product packaging, such as the use of color contrast or structural changes will highlight the product. In addition, in the Internet age, the product is first to establish the concept, second is a story, the third is to spread, the only way to allow more consumers to understand your products.
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Understanding consumers from big data
? ? ? Today, a lot of shopping are O2O mode, online single, offline pickup. Mobile Internet updates the flow path of brands and products. Therefore, we will analyze the consumer's various search and purchase parameters in order to understand their interest in shopping and access to information.
? ? ? We recently launched a product called a 55 cup. It is to pour 100 degrees of water into the cup and shake it and it will turn into a temperature of 55 degrees celsius. This gives consumers a very new and very good experience. There are also Baidu chopsticks search and the current food safety is very relevant, through the analysis of large data can explore the fruits of sugar and nutrients.
? ? ? Experience as a social added power, and now people like to share and point of praise in WeChat, in fact, is looking for a sense of presence, followed by a sense of value, the third is to find a sense of identity, we are looking for". In the social platform to share with me, Coca-Cola in the product, put on a variety of names, as if to drink their own drinks, as if the consumer and communication. There are some of the most popular network words printed on the product, so that consumers to buy. Through this design to make consumers have a common emotional identity, so as to achieve incremental sales.
? ? ? In short, the use of the Internet thinking and design thinking to design a sense of value, emotional and well-being of the product, but also to create an exciting consumer product experience.
