On the Art of Commodity Packaging

It's no stranger to mention commodity packaging. Maybe when you go shopping, suddenly you see a piece of luxury packaging. You buy it out of the house with curiosity. When you open it, you find that it is no different from ordinary goods. What do you think about this?

Remember Han Feizi. The Foreign Reserve said in the upper left record such a story: There was a Chu state businessman who went to Zheng to buy pearls. He made a beautiful box out of valuable timber and put big pearls in the box. A Zheng Guoren was attracted by the magnificent, fragrant box and bought it at a high price, but returned the pearl to the businessman. This is the origin of the idiom "buy yi hui." It turned out that it was sarcastic that Zheng Guoren didn't know the goods and that they were precious, but the story also showed how important the product packaging is! If it is not a beautiful package of goods, Zheng Guoren may not be involved.

"People rely on clothes and horses to rely on saddles." Commodity packaging makes products "from the production field to the consumer field," its role is not only to protect the product and easy to carry, the more important function is to play the role of a silent salesman. Just as people's judgments are often influenced by his appearance, the psychological functions of commodity packaging are:

Recognition function. Make consumers distinguish in a short time, evoking purchase intentions.


Convenience function. Make consumers convenient when purchasing and using.

Landscaping function. Packaging artistry can cause consumers to purchase motives.

Value-added features. Having a certain symbolic meaning of good packaging will inevitably make consumers appear to have gained some reputation, status and identity.

The obvious trend of commodity packaging is to integrate the protection function with the image of performance and advertising. In order to achieve this goal, it often comes in the form of "icing on the cake, painting on the dragon, humorous exaggeration, wishful wishes, and function derivation". The same quality product. Because of the different colors and packaging, the appeal to customers is also very different, silly black and thick products are always more than small but exquisite products. Flowers are inserted in vases as artwork. There are many products that are superior in quality, inferior in design and packaging, and less competitive in the market.

With the improvement of people's material and cultural living standards, people's consumption psychology seeks good, and develops into curiosity and novelty. Without good quality of exhibits, it is impossible to gain a firm foothold in the competition. The painting can not cover the body, and the painting can not satisfy the hunger. The customer is not deceived. same. Without good packaging, the quality of the product is good, and people cannot see the true value of the product from the outside. It is still not competitive in the market.

“The Buddha depends on gold and the goods depend on the packaging.” The purpose of the application is not to “sell rumors”, but also to hope that customers “return the beads” but to sell beads. Therefore, we can not simply pursue the luxury of packaging, and engage in “debunking and scumming”, nor can we “decorate straws and wrap pearls” to devalue themselves. Should make packaging really stimulate consumer desire to buy, and promote the smooth entry of products into the circulation area, in order to improve the capital turnover rate and enhance economic efficiency.