The important role of packaging boxes in the promotion process

Packaging is the most important reason for the successful sales of modern products. The exquisite degree of the packaging is directly related to the value of the commodity in the market circulation. The original product packaging was mainly for the convenience of customers. With the development of the market, commodity packaging, as a visual communication tool, is by no means an optional thing, but the most important part of commodity promotion. Modern commodity packaging is becoming an indispensable commodity with its simple and clear shape. Part. Packaging not only gives the goods a unique personality, but also establishes a perfect visual image for the goods. At present, packaging has become the most direct means of competition for commodity manufacturers and distributors. Packaging is the self-presentation of goods to customers, and has become a prerequisite for consumers to judge the quality of goods. With the continuous deepening of my country's accession to the WTO, the necessity and importance of commodity packaging have gradually emerged. People continue to experience deeply that in today's economic globalization, only exquisite packaging and high-quality products can attract the attention and favor of consumers, and can secure victory in the fierce market competition.

1. The protective function of the box

Ensuring the safety of products and consumers is the most fundamental starting point for packaging design. When designing product packaging, safety protection measures for storage, transportation, exhibition, carrying and use should be considered according to the attributes of the product. Different products may require different packaging materials. Currently, available materials include metal, glass, ceramics, plastics, cardboard, etc. When choosing packaging materials, it is necessary to ensure the shock resistance, compression resistance, tensile resistance, anti-extrusion and abrasion resistance of the material, but also to pay attention to the sun protection, moisture resistance, corrosion resistance, leakage prevention, and flame resistance of the product to ensure that the product is under any circumstances All intact.

2. Convenient functions of the box

Excellent packaging design must adapt to the storage, transportation, exhibition and sales of goods, as well as the carrying and opening of consumers. For this reason, the box-shaped structure must be reasonably proportioned, rigorous in structure, and exquisite when designing commodity packaging, focusing on the box-shaped form and material beauty, contrast and coordination beauty, rhythm and rhythm beauty, and strive to achieve the box-shaped structure function Complete, exquisite appearance, so as to adapt to production, sales and even use. Common commodity packaging structures are mainly portable, suspended, open, windowed, closed, or a combination of several forms.

3. Promotional function of the box

In the complicated commodity economy environment, every company wants to expand the popularity of its products and establish a good image of its own company. The packaging of goods on the shelves of various shopping malls is a silent advertisement that promotes itself and establishes a corporate image. As for the excellent color design that can quickly catch the sight of consumers in product packaging, more and more well-known domestic and foreign companies pay attention to it. Although the pattern of the "Coca-Cola" beverage packaging of the Coca-Cola Company in the United States is constantly changing, the main color of its packaging has remained unchanged. Red is the color of young people, the color of sports, and the symbol of Coca-Cola's eternal vigor. Guangdong Zhuhai Kangqi's product "Merculatin" has always used blue to represent the company's high-tech image since it was put on the market. Kodak Company of the United States uses yellow color packaging that represents hope, joy and longing

4. Mental function

Whether it can stimulate consumers' desire to buy is one of the most important criteria for evaluating the success or failure of product packaging design. Consumer's recognition and purchase are the biggest rewards for product packaging design. To achieve this goal, designers need to fully consider various factors such as commerce, industry, art, psychology, etc., and in line with the principle of "practice-design-re-practice-redesign", starting from reality, make the product packaging design obtain Accepted and recognized by more and more consumers. Designers must realize that packaging design is not a purely artistic thing, but a multi-disciplinary integration of arts, sciences, engineering, and business. In order to design product packaging that is generally accepted and recognized by consumers, designers must study art design, marketing, sales, economics, consumer psychology, structural materials, ergonomics, physics, and printing technology. Learn related knowledge, expand and optimize their own knowledge structure. In short, excellent packaging design should be a popular, international, and market-oriented design. It should have a strong impact on consumers' vision and psychology, and can arouse consumers' strong desire to buy. The colorful and different colors, due to their differences in hue and brightness, are very different from each other. When people buy items, they will not only notice the packaging shape of each product, but also the color difference of the product packaging. In product packaging design, designing a variety of colors that can be clearly distinguished by consumers will help people identify various products. In psychology, consumers' attention is divided into two types: intentional attention and unintentional attention. When consumers first come into contact with a certain product, they pay attention to the packaging of the product unintentionally, but when the seller purchases the product again, they will have intentional attention to the color of the packaging. Therefore, the color of the product packaging should be designed with its own characteristics, so that consumers have a deeper visual memory of the color of the packaging, so that consumers can quickly buy the same product next time. In the packaging of cosmetics, dark colors, such as black and dark green, are often used to represent male products to show dignity. The packaging of female cosmetics often uses soft and elegant colors, such as purple, pink, and pearl white, to show elegance. In the packaging of medicines and drugs, clear cold and warm color blocks are often used to indicate the properties of the medicines, such as red for nourishing and fitness, blue for anti-inflammatory and antipyretic, green for pain relief and sedation, and red and black blocks for severe drugs. Different types are packaged in different colors, which is convenient for consumers to identify and play the color memory function when buying next time. This shortens the time for commodity transactions and speeds up commodity sales and product circulation.

In summary, the design of sales packaging must meet the needs of commodity competition, and it bears the multiple missions of promoting products and transmitting information. Sales packaging should convey the most characteristic elements of the product to consumers through the decoration language. It is comparable to the top of similar products with its unique personality, demeanor and virginity, thus attracting consumers’ attention and moving consumers’ desire to buy. The ultimate goal is to maximize economic benefits, and packaging that cannot be adapted to sales is useless.