Product Packaging Planning (on)

First, the role of product packaging

Product packaging has two meanings. The first refers to the container and external packaging of the product, that is, the packaging equipment; the second refers to the operation process of the packaging product, that is, the packaging method. In actual work, the two are often difficult to separate, so collectively referred to as product packaging.

Product packaging is a process necessary to protect the integrity of product quantity and quality. As the packaging of products directly affects the value and sales of products, for most products, packaging is an indispensable condition for the transportation, storage and sale of products. 

1. Protect the product, which is the main purpose and important function of the package. Products must be transported and stored throughout the entire distribution process from the factory to the user. Even if they are in the hands of users, there are problems with storage from the beginning to the end of use. In transportation, the product may experience vibrations, extrusions, impacts, impacts, wind, sun exposure, rain, etc. It may also be subject to temperature, humidity, insects, rat bites, dust damage, and contamination during storage. Reasonable packaging can protect the product from the influence of the natural environment and external forces in the process of circulation, thereby protecting the use value of the product, so that the product entity will not be damaged, lost, deteriorated and deformed.

 2. Improve product storage and transportation efficiency. Packaging plays a central role in small products. There are distinctive marks on the packaging bag or wrapping paper, which are convenient for loading, unloading, handling and stacking, which facilitates the simplification of the hand-over procedures of the products and thus significantly improves work efficiency. The size, length and height of the outer package, and the weight match with the standard weight and volume of the vehicle are of great significance for improving the utilization rate of transportation tools, saving power and freight.

 3, easy to use. Appropriate packaging can also serve to facilitate use and guide consumption. The instructions, precautions, etc. on the package are of important guiding significance for the use, maintenance, and preservation of products by consumers or users.

 4. Promote product sales. Product packaging also has the role of identification and promotion. After the product is packaged, it can be distinguished from similar products. Exquisite packaging, not easily imitation, counterfeiting, forgery, is conducive to maintaining the company's reputation. When the product is displayed, the package is a "silent salesman." Good packaging can often attract the attention of consumers or users, thereby stimulating their desire to purchase, becoming a major tool for product promotion and a powerful competitive means. Packaging can also receive advertising effectiveness. Sometimes, the quality of the same product may be comparable, so that packaging will often become the main consideration for consumers or users to buy products. Due to the improvement of packaging, an old product can give a new impression. This shows that packaging can effectively help the product to market, maintain or expand market share. The realization of product packaging will help improve product quality, enrich product varieties, facilitate sales, and promote the promotion of automatic vending and self-service sales.  5. Promote the increase of corporate income. Excellent and exquisite packaging can not only make good products and good packaging complement each other, but also avoid the phenomenon of "first-class products, second-class packaging and third-class prices". Moreover, it can also raise the value of products to consumers or users. Willing to buy at a higher price. So that companies increase sales revenue. In addition, the inventory control of packaged products is also relatively simple and easy. The realization of product packaging can also reduce the loss rate of products and improve the labor efficiency in all aspects of transportation, storage and sales. All these can make enterprises increase profits. 

Second, the classification of product packaging

Product packaging can be divided into the following categories according to different characteristics:

 According to the role of packaging in circulation, it can be divided into transport packaging and sales packaging. Transport packaging can also be called industrial packaging. It is a packaging with the main purpose of protecting products and improving transportation efficiency. Sales packaging, also known as commercial packaging, is a packaging that promotes product sales for its main purpose. In the process of circulation, the closer the product is to the consumer, the more demanding the packaging has to promote sales. Therefore, the appearance of the package is required to be beautiful, and there are necessary decorations, pictures, text descriptions, etc. 

1, according to the structure of product packaging, can be divided into parts, interior and exterior. Pieces (packs) are packages made on each product; exteriors are external packages of packaged products, such as boxes, bags, drums, etc.; interiors are packages between exteriors and pieces. To prevent the intrusion of moisture, moisture, and sunlight, and to prevent the same exterior product from rubbing and colliding with each other and possible damage. However, this division is not absolute, and sometimes parts and interiors are mixed.

2. According to the categories of packaging equipment, it can be divided into paper and paper product packaging, plastic product packaging, wood packaging, metal packaging, glass packaging, ceramic packaging, straw packaging and cotton textile packaging.

3, according to the packaging technology or method, can be divided into waterproof packaging, moisture-proof packaging, rust-proof packaging, buffer packaging, pest control packaging, rodent packaging, ventilation packaging, compression packaging, vacuum packaging and cold-resistant packaging.

4, according to the product category, can be divided into metal products, chemical products, electrical and mechanical equipment, accessories, electrical materials, packaging, or divided into general products, dangerous products, grow up and overweight and precision product packaging.

5, according to the product sales, can be divided into export packaging and domestic packaging.

Third, the packaging design

The design of product packaging should meet the following principles:

1, beautiful shape, vivid image, unconventional, to avoid imitation, similarity. Try to use new materials, new designs, and new shapes to attract attention. 

2. Packaging should be compatible with the value or quality level of the goods. Valuable goods and art, cosmetics packaging to express the elegance and artistry of the goods.

 3, packaging should be able to display the characteristics of the product or style. For goods that express their characteristics or styles in terms of appearance and color, such as clothing, accessories, food, etc., consider using transparent packaging or printing color pictures on the packaging.

 4. The shape and structure of the packaging should consider the convenience of sales, use, storage and carrying. The easy-to-open packaging structure facilitates the use of closed packaged goods; jet-type packaging is suitable for liquid, powder, and jelly-like products. The size of the package directly affects the convenience of the use of the product, and the convenience of storage, display, and carrying is also considered in the context of ease of use.

 5. The words on the package should increase customer trust and guide consumption. Product performance, use methods and effects are often not visually displayed and need to be expressed in words. The design of the text on the package should focus on the customer's psychological. Such as food packaging should explain the use of materials, methods of consumption; drug products should indicate the composition, efficacy, dosage, contraindications and whether there are side effects, directly answer the buyer's concerns and eliminate possible concerns. The written description must be consistent with the nature of the product, with reliable test data or proof of use. False and false text descriptions are tantamount to deceptive advertisements, which harm both the interests of consumers and the reputation of the company.

 6. The color and pattern of packaging and packaging should meet the consumer's psychological requirements and not be in conflict with ethnic habits and religious beliefs. The meaning of the same color and pattern is different for different consumers. Chinese people like to celebrate the festival with red; while Japanese people give each other white towels; Egyptians like green to avoid blue, and blue to symbolize evil; French people hate dark green (the color of fascist uniforms) and prefer blue. In countries and regions that believe in Islam, avoid using pigs as decorative motifs; Europeans think elephants are dull; French people regard peacock as a bad bird; Swiss people use owls as a symbol of death; turtle images represent ugliness in many areas. Long life in Japan. Some colors, patterns, or symbols have specific meanings in specific regions, such as the drug mark in the Red Triangle in Czechoslovakia, and the free sample in the Turkish Green Triangle. Consumers of different ages also have different preferences. Older people prefer cool and calm, young people like warm colors, and lively and healthy.