Packaging Design--the Vitality of Integrated Marketing (II)

The human society has begun to move from the “universal one-way dissemination stage” to the “participation stage”, the market is continuously subdivided, and the target consumer groups have also become more and more personalized. Packaging design is no longer seen as an isolated, single job, but should be based on the company's overall marketing strategy, and overall and strategic positioning of packaging design. This is the essence of integrated marketing - "speak in the same voice." Starting from the development of a product or service, to product design, packaging, to selected sales channels, and using a variety of promotional methods, it is necessary to deliver consistent information, because information is consistent and can make a bland idea stronger. Powerful, thus quickly and comprehensively establish a brand image in the minds of consumers. This is the principle of “1+1>2”.

"Baijiahei" cold film, through its brand-new advertising idea, let us know that we are taking white tablets during the day and taking black tablets at night so that we can not sleep during the day (white tablets do not contain tranquilizer "chlorpheniramine"), and in the evening, Sleep well. This is the uniqueness of its overall strategy, and it is also a selling point among many homogenized cold medicines. What is its packaging design? The whole pill box is "5-to-5-half-open", with a white on the left and a small sun. The right side is gray and hung with a curved moon. It clearly shows the characteristics of its "white" and "black" products. This kind of packaging that conveys consistent information appears in advertisements and also strongly increases the memory of consumers. When consumers see the gray and white packaging box at the pharmacy, they naturally and naturally create the product's efficacy in their minds, creating a sense of buying. Of course, this will also help the three characters “white and black” on the box.

Of course, under the overall marketing strategy, there needs to be support for the packaging design that it supports. A good packaging design appeal also needs the assistance of other marketing tools to achieve the best results under the integration. The Hangzhou Toothpaste Factory bought a full-year advertisement for the CCTV “Trumpet” program, and designed a set of TV advertisements for “White Rabbit to Eat Radish”. At the same time, before the school starts, a group of “White Rabbits” were designed. "The cover book was sent to the pupils, and the birthday of the "White Rabbit" was set on the "61", and an enormous amount of publicity was held each year. The company's entire marketing and communication activities are conveying a consistent voice, and they all serve to establish a consistent brand image. Packaging design is one of the last and most critical voices: “We are like this. This is us.”

Both of the above cases are package designs that reflect a unique overall idea, but in some cases not all can be so perfect. How do you give consumers consistent information? This requires packaging design under the guidance of the CI program, that is, the use of visual design elements specified in various CI designs to maintain the unity of the visual image. Since the letters “IBM”, the three fast, smooth and highly industrialized characters, have formed the CI model, many companies have joined the ranks of introducing CI. They have quickly established a brand and improved their corporate image. CI is the need of industrial society to transfer to the information society. It regulates and delivers consistent information. Packaging design needs to make full use of this information. It includes standardized signs, standardized auxiliary graphics, standardized colors, standardized font design, etc. . Especially in the serialized packaging design, CI's introduction makes the design of the kits more systematic and stylized, which greatly enhances the product's awareness. Of course, in maintaining the unity of the visual image, we must also pay attention to maintaining a certain amount of room for change. In the common sense, we must also highlight our individuality and design a package that conforms to its own characteristics.

Everything is affected by things around it. At the same time, it affects the surrounding things. It is in the interaction, interaction, and mutual influence with the surrounding environment that everything is constantly adjusted and combined to expect improvement and perfection. Himself, promote things to move forward. Our packaging design should and must, starting from the overall marketing strategy, positioning under the guidance of CI, and interacting and cooperating with other marketing links to form the same voice.

The 21st century, an era of information, an integrated century. Faced with the rapid expansion of information, in the face of complex events, how can we correctly find information, process information, and appeal information? Integrated marketing communication provides us with a way, a practical and effective method. In this way, packaging design as a key link should assume its responsibilities. This is the core of consumer orientation, starting with the overall strategy of integrated marketing and giving consumers consistent information. This is what packaging design should do under integrated marketing communications. It can also be done.