Positioning, as the name suggests, is to determine your position. The positioning of packaging design is mainly to solve the design concept. It emphasizes that the packaging design should be considered from the perspective of sales, and accurate information should be passed to consumers to give them a unique and unique impression. The accuracy of positioning directly affects the sales of goods.
Traditional packaging design mainly emphasizes the functions of packaging to protect and beautify commodities. Due to the development of the market economy, the function of packaging design has fundamentally changed with the fierce competition in the market. Traditional packaging design concepts have been hit, and positioning design theory has formed the main characteristics of modern packaging design.
Without competition, there is no need for packaging design positioning. The more intense the competition, the greater the need to create a positioning image that surpasses similar products. It can be said that proper positioning has become a key factor in accurately transmitting information to consumers. Food packaging knowledge also often mentions that whether it is product styling, product packaging, advertising and other designs involve positioning issues. Therefore, it is necessary to grasp the positioning idea and master the basic elements of positioning design.
Three basic factors of packaging design positioning
One is brand positioning, also called trademark positioning and manufacturer positioning. Trademark positioning focuses on the performance of product brand information and brand image. Trademarks and brands are the guarantee of product quality. Brand positioning is very important for new products and people's familiar packaging design.
The second is product positioning. Mark what is being sold on the packaging, so that the buyer can quickly identify what kind of product it is and what characteristics it has, whether it is a cheap popular product or an expensive high-end product.
The third is consumer positioning. Let consumers know at a glance who the product is made for and to whom.
In most cases, each package must highlight an important point. Because the main display of packaging is limited, too much content will dilute the impression of consumers. Put the emphasis on the prominent position, and put the other contents behind and on the side. Which information should be highlighted depends on market research, careful study of commodity information and market information, and understanding and mastering the status of products in the market. If the product brand is well known, it should be based on brand positioning: if the product features are distinctive and has advantages, it should be based on product positioning. If the product's consumption target is very clear, it should be based on consumer positioning.