(II) Design Positioning
The concept of "positioning" was first proposed in 1969. Product packaging has achieved significant results through positioning design. Therefore, foreign market sales strategy in the 1970s was called "positioning" strategy. In the early 1980s, when some packaging design experts in Europe and America came to China for academic exchanges, they introduced the theory and methods of positioning design.
The method of positioning design is to divide the information that needs to be conveyed from the investigation and research into three aspects and then position it.
The first is the positioning of trademark brands, indicating who produced them;
The second is product positioning, to reflect what is the product, is a new product or a traditional product, what are the characteristics, etc.;
The third is the positioning of consumers, who is specifically for whom they produce, who they sell to, what class and group they belong to, and whether they are for the domestic market or the foreign market. Each of these three aspects of positioning can be divided into several small parts.
1. Brand Positioning
Trademarks are trademarks of commodity manufacturers. If it is a newly designed trademark, it has a problem of positioning design. The design and positioning of the brand name is to contact the goods, the second is to contact the manufacturer, and the third is to be easy to remember and easy to remember.
(1) Trademarks should be consistent with the attributes of the goods. Do not use names that are inexplicable. The brands such as "Retired" shoes and "U.S. and Canada" cosmetics are very representative of the nature of commodities and therefore are easily accepted by people.
(2) Brands highlight corporate image and are associated with manufacturers. For example, Shanghai Guanshengyuan is a food factory that people are familiar with. The brand name of food is unified by its name. Even new products give people a sense of trust.
(3) Trademarks should be easy to remember and easy to remember. Design and positioning should consider the use of unique graphics and logos. Such as "flying card" trademark, is looking at a look down a picture, but also reflects the properties of electrical products, so it has a strong visual impact.
2. Product Positioning
Can be divided into the following areas:
(1) Product variety positioning:
For example, cosmetics, skin cream or nutrition cream? Is it lipstick or eye shadow? What kind of perfume is it? Another example is milk powder, full-fat, semi-skimmed, full-fat, mother emulsified, amino acids, multi-dimensional, instant and other varieties. The design needs to emphasize which of the products it belongs to in order to help show the characteristics of the respective product. Product positioning is to give consumers a very clear and not ambiguous information. The difference between some products is very small, design should be carefully designed, be sure to distinguish it from other products.
(2), product features positioning:
Since the raw materials, production processes, functions, shapes, and colors of the products are all different, each has its own characteristics. That is, some similar products will have different characteristics. Therefore, these characteristics should be emphasized in the packaging and decoration design to distinguish other similar products. For example, the “Checkered Colored Pencils†package contains a lot of colored pencils of the same type, but the designer of the package has cleverly designed the package as a checkerboard. The colored pencils are stationery and checkers. They can be both practical and toys. Compared with similar products, it has its own distinctive features, unique ideas and unique style.
(3) Positioning of product use time:
Some products are used for a certain period of time. For example, some cosmetics are used for morning makeup, others are used before nighttime sleep, and some are used during sunbathing to protect the skin. Another example is the use of some wedding gifts, birthday gifts and other products, all have a certain amount of time. Therefore, the concept of time-use of products should be reflected on the screen.
(4) Product Positioning:
Commodity packaging should pay attention to reputation, should be consistent, this is a design principle that should not be violated. In general, the price reflects the quality level of the product. Designers need to consider the packaging and decoration design according to the product price, which involves the problem of product positioning. Appropriate grade positioning can accurately describe the value of the product. We can not design the packaging of low-grade products to be very luxurious, which will increase the production cost and sales price, thereby increasing consumers' unnecessary burdens and making people afraid to look for them; nor can they design the packaging of high-end products as the packaging of low-grade products. It does not match the product's worth. However, the packaging and decoration of low-end products must not be made indiscriminately. The packaging and decoration of high-end products must not be too luxurious.
The concept of "positioning" was first proposed in 1969. Product packaging has achieved significant results through positioning design. Therefore, foreign market sales strategy in the 1970s was called "positioning" strategy. In the early 1980s, when some packaging design experts in Europe and America came to China for academic exchanges, they introduced the theory and methods of positioning design.
The method of positioning design is to divide the information that needs to be conveyed from the investigation and research into three aspects and then position it.
The first is the positioning of trademark brands, indicating who produced them;
The second is product positioning, to reflect what is the product, is a new product or a traditional product, what are the characteristics, etc.;
The third is the positioning of consumers, who is specifically for whom they produce, who they sell to, what class and group they belong to, and whether they are for the domestic market or the foreign market. Each of these three aspects of positioning can be divided into several small parts.
1. Brand Positioning
Trademarks are trademarks of commodity manufacturers. If it is a newly designed trademark, it has a problem of positioning design. The design and positioning of the brand name is to contact the goods, the second is to contact the manufacturer, and the third is to be easy to remember and easy to remember.
(1) Trademarks should be consistent with the attributes of the goods. Do not use names that are inexplicable. The brands such as "Retired" shoes and "U.S. and Canada" cosmetics are very representative of the nature of commodities and therefore are easily accepted by people.
(2) Brands highlight corporate image and are associated with manufacturers. For example, Shanghai Guanshengyuan is a food factory that people are familiar with. The brand name of food is unified by its name. Even new products give people a sense of trust.
(3) Trademarks should be easy to remember and easy to remember. Design and positioning should consider the use of unique graphics and logos. Such as "flying card" trademark, is looking at a look down a picture, but also reflects the properties of electrical products, so it has a strong visual impact.
2. Product Positioning
Can be divided into the following areas:
(1) Product variety positioning:
For example, cosmetics, skin cream or nutrition cream? Is it lipstick or eye shadow? What kind of perfume is it? Another example is milk powder, full-fat, semi-skimmed, full-fat, mother emulsified, amino acids, multi-dimensional, instant and other varieties. The design needs to emphasize which of the products it belongs to in order to help show the characteristics of the respective product. Product positioning is to give consumers a very clear and not ambiguous information. The difference between some products is very small, design should be carefully designed, be sure to distinguish it from other products.
(2), product features positioning:
Since the raw materials, production processes, functions, shapes, and colors of the products are all different, each has its own characteristics. That is, some similar products will have different characteristics. Therefore, these characteristics should be emphasized in the packaging and decoration design to distinguish other similar products. For example, the “Checkered Colored Pencils†package contains a lot of colored pencils of the same type, but the designer of the package has cleverly designed the package as a checkerboard. The colored pencils are stationery and checkers. They can be both practical and toys. Compared with similar products, it has its own distinctive features, unique ideas and unique style.
(3) Positioning of product use time:
Some products are used for a certain period of time. For example, some cosmetics are used for morning makeup, others are used before nighttime sleep, and some are used during sunbathing to protect the skin. Another example is the use of some wedding gifts, birthday gifts and other products, all have a certain amount of time. Therefore, the concept of time-use of products should be reflected on the screen.
(4) Product Positioning:
Commodity packaging should pay attention to reputation, should be consistent, this is a design principle that should not be violated. In general, the price reflects the quality level of the product. Designers need to consider the packaging and decoration design according to the product price, which involves the problem of product positioning. Appropriate grade positioning can accurately describe the value of the product. We can not design the packaging of low-grade products to be very luxurious, which will increase the production cost and sales price, thereby increasing consumers' unnecessary burdens and making people afraid to look for them; nor can they design the packaging of high-end products as the packaging of low-grade products. It does not match the product's worth. However, the packaging and decoration of low-end products must not be made indiscriminately. The packaging and decoration of high-end products must not be too luxurious.
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