We all judge a book by its cover, right? That applies to box packaging as well. Especially husbands that are sent on grocery runs, we’re all a little swayed by good packagings like the colors and the images. It reels us in, but it can also backfire, with bad colors, and bad images, and it can kill a brand. In today’s market, product packaging design and various marketing methods have long been integrated, and packaging is also known as the last five seconds of marketing. This requires that any product packaging design, like marketing, must adapt to the needs of consumers and the market at the beginning. We will describe the relationship between packaging and product sales from the following three aspects.

The influence of packaging design on products

Due to the continuous strengthening of market competition, many enterprises turn their attention to packaging design. Under the condition that the original value of the commodity is homogeneous and saturated, increasing the commercial value of packaging design can undoubtedly enhance the competitiveness of the commodity. High-quality packaging design not only improves the sales of goods and shapes the brand for enterprises, but also protects the ecological environment and promotes the construction of spiritual civilization and sustainable development of society.

At present, packaging design has developed from simple “packaging” to a promotion with higher value, from a passive candidate to an active position of attracting people to buy, and has virtually become a commodity salesman. This has promoted the development of packaging design on the one hand, but also produced many undesirable phenomena, such as lack of market awareness, overemphasizing the visual effect of packaging design and ignoring the function, blindly imitating the design style, etc.

We believe that we should start from the current situation of packaging design, and on the basis of analyzing the existing problems in packaging design, put forward a new idea of grasping the orientation of consumer culture, attaching importance to the establishment of brand culture, and injecting the concept of green culture. We should not simply pursue a certain style and go against the laws of the market.

The ultimate purpose of packaging design

Packaging should be people-oriented, treat people with sincerity, and truly convey the information of goods to consumers so that consumers have confidence in packaging. The design must be appropriate and reasonable. The rationality of packaging design is that the design should be appropriate. Only reasonable design can increase the value of goods. Pay attention to the market adaptability of modern packaging design. All packaging users need to show a new image to the world and maintain a perfect balance between steady development and upgrading their own position. The real success belongs to the design with “magic” – a mysterious equation that can stimulate, induce and ultimately promote sales.

Countermeasures of Packaging Marketing

Establish the social marketing concept of packaging and effectively integrate it with the “4P” marketing strategy

Packaging is not only one of the product strategies but also a tool for promoting commodities. In packaging, social responsibility strategy should be formulated and the concept of sustainable development should be established to achieve a good effect of harmonious and coordinated development with society. The competition in today’s packaging world is extremely fierce. The kind that does not pay attention to the role of packaging and does not engage in packaging planning is tantamount to using money to beat water. The core content of marketing strategy is the “4P” theory, that is, product, pricing, placing, and promotion. With the rapid rise of the high-tech industry, marketing concepts and methods are also constantly enriched and developed, forming a “4V” marketing mix theory, namely, “differentiation”, “functionalization”, “added value” and “resonance” marketing mix theory. Only by establishing a correct packaging marketing concept and integrating packaging with the “4P” marketing strategy effectively, can the packaging strategy not deviate greatly.

Continuously innovate packaging strategies and build packaging culture and competitiveness

In the process of packaging decision-making, the packaging is not only limited to the sole role of protecting goods, but also gives full play to other multifunctional functions of packaging through the implementation of various packaging strategies to promote goods, beautify goods, bring additional benefits to consumers, improve the value of goods, protect the environment, and enhance consumers’ interest in purchasing goods, to ultimately achieve the purpose of promotion. Therefore, good commodities promote the development of packaging, while good packaging promotes the sales of goods. The two are closely linked. In the new economy, enterprise packaging marketing should have the ability to adapt to change and creation, establish a good packaging image in the minds of consumers, make the packaging and culture and art perfectly integrated throughout the product life cycle, and make the enterprise invincible in the market competition.

Focus on consumers, pay attention to product quality, and guard against excessive packaging to reduce packaging costs

When implementing the packaging strategy, enterprises should put the relationship between packaging and commodities in order to avoid excessive reduction of packaging costs and deceptive packaging of “gold and jade, but scandal”. In the market competition, only when enterprises attach great importance to packaging, establish a marketing awareness of serving consumers wholeheartedly, design commodity packaging according to the activity rules of customers’ purchasing psychology, consider packaging costs, move consumers’ hearts emotionally, and enhance consumers’ memories, can they affect consumers’ purchasing attitude, and then make consumers have purchase desire and purchase behavior.