Positioning design is one of the important theoretical basis for packaging and decorating design. It refers to adopting a certain form and technique from a certain point of view to appropriately design and decorate the packaging of a commodity; it mainly includes: who produces the product and what product? According to the above three points, the positioning design is divided into three aspects: brand positioning, product positioning, and consumer positioning.
(1) Brand positioning
The brand name refers to the brand name of the product. There are three requirements for brand positioning:
1 Easy to contact product. If the brand can be associated with product features, the best results, such as the use of "Sunda card" for elevators, "Tianmei" for cosmetics, "Yumei Net" and so on.
2 easy to contact the manufacturer. There are many manufacturers, with the name of the factory as the brand, such as Guangzhou Wanbao Electric Group's products are named "Mambo".
3 easy to identify consumers. Brands should impress consumers and make them easy to identify. For example, flying gulls indicate the "gull" card, and three diamonds indicate the "Mitsubishi" card.
However, the above three points in the same brand may not be reflected at the same time, but this should be considered in the brand positioning.
(2) Product Positioning
What does a product's positioning reflect in a packaged product? What are its characteristics? There are five requirements for product positioning:
1 distinguish breeds. There are many varieties of products, and the differences among certain varieties are so small that consumers should be able to distinguish different products even if they are very small, such as candy, fruit candy, toffee, peanut candy, chocolate, etc. Brands should be differentiated.
2 marked use. The use of the product varies, and must be confirmed. For example, wine is different from wine.
3 highlight features. The product feature is the key to making the product have a strong vitality, and it should highlight the unique features of the product, such as instant noodles should highlight the "convenience."
4 reflects the quality level. Product quality is high or low, its packaging should be consistent with the quality, that is, high-grade products with high-end packaging, low-grade products with low-grade packaging, so that the table is like.
5 Instructions for use. Different products and methods of use are not the same, such as food, cooking, sashimi, fried food, instant, etc.; drugs, pre-meal and post-meal service, every 4h service, every 8h service, etc. Detailed instructions.
(3) Target consumption
Consumer target positioning refers to who produces a product and who consumes it. The main considerations are as follows:
1 Consumer group object. The differences in the gender, age, occupation, and culture of the product's consumption target are not the same as the demand for products, such as the needs of the elderly and children, men and women, and so on.
2 family structure difference. The composition of the family structure is very large and small, and the demand for products is also different. Products need to be produced according to the family's composition and proportion. The needs of a family of five and a family of two are very different.
3 different psychological factors. Psychological factors have a great influence on the sales of products. For example, Fu, Lu, Shou, and Xi are good performers. Using such a package is in line with people's desire for good luck, and the Flying Skull is the most popular at the time of marriage.
Positioning design includes many content, it is difficult to fully reflect, or can not be cum. Therefore, there should be only some emphasis. In general, a package should highlight a key point. This focus should be on the advantages of the product. If it is a brand name, it should be positioned with the brand name as good; if it has national characteristics, it should be based on product positioning.
Source: Guangxi Packaging Network