The so-called pharmaceutical brand era is the era of OTC management. OTC (Over the counter), meaning "a drug that can be bought on the counter", refers to a drug that is self-diagnosed by a consumer without a doctor's prescription and bought directly from a pharmacy. OTC drugs have a wide sales channel (pharmacies and hospitals can sell), large sales (OTC is generally cold, headache, anti-inflammatory and other commonly used drugs), early development costs, low cost and quick approval, can be advertised (prescription drugs may not Advantages such as mass advertising, etc., are major changes for drug manufacturers and will also face an opportunity for development. Since OTC drugs are not protected by patents, all pharmaceutical manufacturers can produce them. Different drugs can be consumed in the market by homogenous drugs that can be combined by different manufacturers with different OTC reactive monomers to produce different brands of products. The cognition and trust of the person depend on the brand strategy, and the key link in the brand strategy is drug packaging design. OTC drugs must be package designing because they are marketed in drugstores, shopping malls, or supermarkets. OTC drug packaging design is not just about how to decorate drugs. It is not just about creating a blueprint. It is about buying consumers. The potential thoughts deep inside the merchandise are explored. How to package is more focused on displaying artistic effects and promotional effects. Outstanding packaging has sales force. OTC pharmaceutical packaging should pay more attention to packaging design, and its brand, text, color, pattern and combination more scientific and artistic. The following describes how to do a good job of pharmaceutical packaging design in terms of shelf impression, readability, appearance (pattern), trademark impression, and feature description. First, the shelf image - beautiful and unique packaging may increase the value of goods. How OTC drugs stand out from the list of similar drug brands is directly related to the sales of drugs. Everything presented in pharmaceutical packaging is meaningful and useful. When consumers buy drugs from pharmacies or supermarkets, they cannot know the substance of the contents, so they rely on the packaging to decide whether they are good or not. Therefore, the shelf image is very important. The story of “Buying and Returning the Pearl†inspires us to pay attention to the packaging of commodities in marketing, to be good at using the packaging effect of “fine and beautiful beads†to please buyers, to attract customers, and to achieve “love and bead†expansion of products. The purpose of sales. Packaging has sales force and packaging is a silent salesman. "Impression left and right sales." The first impression is most important in the era when the sales industry has entered the psychological realm. When we first see something or people, we will always classify it into good or evil feelings through the judgment of the first impression. The nature of the impression is here. The same is true for merchandise sales. When it comes to sales, the factors that motivate consumers to purchase goods depend on their charisma. The image and name of the OTC drug manufacturing company has a significant impact on sales, and the packaging also fully shows the psychological value of the drug, which affects its marketability. Because the same drug can be produced and marketed by different manufacturers, the quality, nature, etc. It is difficult to distinguish between aspects, therefore, OTC drugs should be psychologically caused by the difference in the appearance of goods. So where do you start? Because of the charm and aesthetic feelings, etc., they often differ from person to person. Apart from great differences between men, women and children, geographical differences and personal interests cannot be ignored. The most prominent is the attitude towards packaging colors. A survey carried out in five major cities in Beijing, Shanghai, Guangzhou, Xiamen, and Chongqing showed that white, red, and green are the most popular colors of some urban residents in China, followed by blue, black, and yellow. purple. Although the views of the five major urban residents on the color preferences are generally the same, but Beijing is more prosaic to red and black, Shanghai and Guangzhou are more favored for white, blue, green and other cool colors; Xiamen and Chongqing are between the two. The result of this survey has certain reference value for the color picking of commodity packaging. However, the high psychological value of creating goods through packaging, and the appearance of its special psychological personality, are not easy. The packaging design of OTC drugs needs to be complemented with the corporate identity system CIS, and the symbolic significance of shapes, lines, and colors is used with care and attention to be unique and attractive. When a drug manufacturer produces OTC series drugs, it is more necessary to design strategies with similar styles, and to make a little change in the variety, the overall strong effect can be demonstrated. In this respect, Xi'an Jansen's pharmaceutical packaging design is a model for the industry. The packaging of OTC drugs must fully grasp the characteristics of the drugs in order to be readable. First, since OTC drugs are purchased or named by consumers themselves in pharmacies or supermarkets, packaging must be exceptional and enable one to look at them from a distance. Second, although it is sold through pharmacies or supermarkets, OTC drugs still need to be called upon by the trademark. Therefore, the trademark must be dazzling, beautiful and easy to remember, which also needs to be compatible with the company VI. Third, OTC drugs will have to emphasize its differential impression. For example, the same is a cold medicine, "Tyno", "Conti must", "Sanjiu", "New Contac", "Bai Fu Yi" and other brands have their own splendor, highly personalized packaging. Fourth, since OTC drugs are different from general merchandise, when displayed on shelves, they must be accompanied by descriptions of the methods of use and scope of application. This is in fact an appeal for advertising rationality and is essential in the marketing of OTC. . Third, the appearance (pattern) - eye-catching lines, shapes, text and drawings. In the packaging of goods, if it fails to imply a metaphorical idea, it cannot produce a symbolic effect. There are many patterns of abstract packaging on the market. Those who do not know how to express it can be said to be lacking in human emotions and inability to produce a sense of good and evil. Therefore, even if their style is even higher, they cannot master and win over the consumers. Do people often say that they are "high and low"? Commodity packaging design should be closely related to the theme of “How can we better achieve salesâ€. The symbolic design of appearance patterns must enable consumer groups to recognize and understand. Fourth, the trademark impression - according to the concept of commodity impression. The most important thing in the packaging of OTC medicines is the name of the brand. The space for packaging medicines is mostly small and narrow. In order to make full use of their sales capabilities, it is necessary to strengthen the impression of goods. Because, trademark is sometimes the biggest factor in selling or not, it is the theme of packaging design. Consumers are always based on their impression of the brand name as the basis for selecting products. For example, brand names that are masculine, such as Goldlion and Stallone, will attract male customers; similar trademarks such as Shu and Midea, Avon, of course, will make women rush, so if the trademark name can meet the public psychology, for them Appreciated and loved, they will buy your product with the impression of the brand name. From this perspective, the brand name is one of the most specific sales strategies. OTC Drug Trademark Strategy Application Skills 1. First of all, it is necessary to draw up a moving and effective brand name. V. Features Description - Inspire the suggestive statement of association. To sell successfully, start with the formation of the concept of goods. Through the packaging to express the content of its products, has always been the packaging design theme, and the functional features of the drug description is a rational appeal, directly around the consumer's buying attitude. OTC drugs are self-selected products that are self-diagnosed and self-care by consumers. Their functional features are particularly important. The concept of commodities is clear. This is also one of the selling points of OTC's sales force. Therefore, how to use a written description to portray a deep impression in the minds of consumers must not be overlooked. Author: Yan Jinghua Reprinted from: Zhifu Network
The evaluation of packaging and decoration design in foreign countries is based on the five aspects of shelf impression, readability, appearance (pattern), trademark impression, and feature description. With these five basic characteristics, packaging can be stored in a variety of shopping mall shelves. Consumer attention and subscription. In a sense, packaging is also one of the advertising media. Compared with radio, television, newspapers, and POP advertising, the publicity of packaging is more direct, and consumers have more extensive contact with consumers. While consumers are looking at packaging, That is, advertising has been accepted, so packaging can be said to be the best media for the product.
Second, readability - eye-catching psychology.
The use of “main trademark†for sales is one of the basic forms of sales strategy. For example, the main brand of Conba Group is “Conn Bayâ€, while “Tian Bao Ningâ€, “Forewordâ€, “Bebeâ€, etc. Is a subsidiary trademark. In the packaging of goods, there are cases of purchase by name and purchase by impression. In these circumstances, these characteristics make the trademark become the first protagonist on the packaging. Therefore, the preparation of a trademark needs to be designed so as to give a profound impression. More affectionate.
2. At the beginning of the naming process, it is necessary to understand the characteristics of the drugs, and to estimate and grasp the personality of the consumers involved, and then determine the merchandise impressions of the consumers to be formed in order to facilitate sales. In short, the name of the brand should be easy to understand, easy to remember, and it should be remembered.
3. To investigate in advance the packaging situation of similar drugs of other drug manufacturers, and then consider the drug trademarks in a competitive position.
4, from a variety of programs, with the focus of sales to evaluate and select the name of the brand.
5. After the trademark name has been decided, it should be designed more to form a unique Iogo.
6, in the case of the main corner of the trademark, the packaging design planning, in order to increase visibility, in the minds of consumers to leave a good and deep impression.
7. Since OTC drugs are conscious behaviors of consumers, it is better to use the parent trademark as the leader of the trademark to develop the multi-brand situation in order to achieve the scale effect. Such as "Livzon De Le", "Liu Ju Chang Le", "Liju felt," and so on.