Design behavior is the source of product production, and the work of designers is changing people's lives. As a carrier of information transmission, packaging works through the transmission mode of people (designers), things (packages of goods) and people (consumers). Therefore, the promotion of proper packaging of goods should focus on packaging design work.
At present, there are some commercial products that are packed in luxury packages. The determination of packaging capacity has not been blindly targeted with reference to consumer demand. Among them are the reasons for the lack of macro-environmental awareness among manufacturers, and even more because companies blindly believe that “big, expensive, and Chinese†packaging Is to attract consumers, easy to promote a good package, with subjective criticism instead of scientific market research, or blindly follow the market's mass of other products, there is no in-depth investigation of target users, especially the lack of research on lifestyle and lifestyle . On the one hand, a lot of over-packaging has been formed. On the other hand, the enterprises themselves have lost the opportunity to open up markets.
There are bound to be differences in the packaging requirements for people with different lifestyles. At this level, the focus of commodity packaging is no longer the care of things, but rises to the care of people. Therefore, in the research of the planning stage, the study of lifestyle and life style becomes more important than the operation at the technical level. Only in this way can commodity packaging be targeted, that is, the appropriateness of different standards.
1. Study of lifestyle and lifestyle
Before carrying out the packaging design concept, a large number of market surveys and analysis should be conducted to obtain the basis for the positioning of product packaging. The replacement of objective surveys by designers (or business decision makers) with their own judgments about consumers is becoming a dangerous behavior. We believe that during the research stage, designers should communicate with enterprises and consumers adequately. In addition to researching products, sales targets, and sales channels, they should also add research into new lifestyles and lifestyles and conduct packaging design. Segmentation and positioning. With the accelerating accession to the WTO and the marketization process, the consumer market will further reflect the trend of diversification and diversification. Therefore, research on life forms and lifestyles is becoming an increasingly important market research content for product production and packaging design.
(1) The influence of lifestyle and lifestyle on the benefit segmentation variables
Segmentation variable refers to the basis for product market segmentation, such as user status and income. The benefit segmentation variable is a segmentation variable that summarizes the different interests pursued by the buyer for the product, such as the watch's durability and fashion.
In the positioning analysis of products and their packaging, we describe the structure of market segments based on consumer segmentation variables such as behavior and psychology (including benefits), and then summarize the lifestyles of the segments in the segmented market. The consumer's package weight preferences in the sub-market form a deeper understanding, allowing product packaging to communicate more effectively with consumers, and in turn provide them with the appropriate volume of product packaging.
The consumer's consumer preference and the benefit segmentation variable are closely combined, while the lifestyle and lifestyle have a subtle influence on the interest appeal. For example, by subdividing the lifestyle and interests of the hand cream market in the cosmetics industry (Table 1), it is possible to understand the characteristics of the segments, the preferences of the consumers (mainly competitive brands) and the corresponding packaging volume.
Interest Groups Lifestyle Preferences Brand Preferences Package Mass Economy (Low Price) A large number of users are highly autonomous, traditional, and focused on value, such as: US-Canada net economic considerations to avoid luxury packaging, but should pay attention to the quality of packaging special medical (antifreeze) prone to frostbite Those who are suspicious, cautious, conservative, such as: Considering the use of pear brand, a winter dose, avoid large-capacity packaging; for personal use, to avoid multi-level, high space volume rate make-up (white) Young women are highly communicative, active, and pursue fashion : Olay and Nivea fully embody the packaging of the product's brand personality and identity. They do not attach importance to the packaging capacity. (Rose fragrance) Girls and young people are highly self-involved with hedonism. Their brand loyalty is poor: Oriental flowers fully reflect the brand personality of the product. Small-capacity packaging
If an enterprise wants to introduce a new hand cream, through the analysis of the market segment table, designers can find new profit segments and find the packaging volume suitable for this market segment. For example, in the existing profit segmentation, new benefits are differentiated - hand creams that can relieve skin discomfort, promote cell metabolism, and rejuvenate skin (having both medical and cosmetic benefits). Capacity (such as 40 grams for consumers who try to hold, or people with seasonal skin discomfort, 90 grams for the pursuit of cosmetic benefits), while you can consider adding a layer of packaging (only one layer of hand cream currently on the market The design of the packaging, or the shape of the container, is different (the form of the container for the hand cream is also relatively simple) to confirm the difference of the brand features.
(2) New requirements for changes in life styles and lifestyles for packaging volume
With the development of the times, changes in the life style have brought about new markets and brought new opportunities for the production enterprises to develop new products. At the same time, they have also proposed new solutions for corresponding product packaging designs. From the point of view of appropriate packaging, the study of a new way of life has practical reference value for the determination of the package volume of goods. We can see from the examples the importance of packaging designers' rapid capture of life forms.
Example 1: For fast-paced lifestyles, many goods have appeared convenient and small package designs. The closest thing to daily life is the supermarket's clean food packaging, which increases the value of the goods through the addition of artificial services such as vegetable cleaning and sorting. . The use of packaging capacity is also more suitable for a consumption, packaging is simple and easy to operate. Although the price of vegetables (relative to the market) has increased, it is still very popular with consumers.
Example 2: Some parents pay attention to training children's autonomy and hygiene habits. As a result, for children's drinking water, companies have designed 237ml (Half Pint) small bottled water for children, while increasing the straps to facilitate the children to carry, this move has increased a lot of interest in the market space.
It should be said that at present, most companies only follow the market leader in product packaging volume design, and do not have much research on lifestyle. In fact, by understanding and exploring changes in lifestyles and lifestyles, consumer demand for packaging volume can be tapped to generate more profit segments.
Accelerated economic development requires increased work efficiency. As a result, people’s work pressure increases and their pace of life increases. The appeal to the consumption of commodities (including packaging) in daily life also tends to be quick, simple, and convenient. This correspondingly requires that the packaging volume be miniaturized to facilitate the carrying and use; at the same time, the increase in income also makes people concerned about their own health and become a consumer reality, which means that some health care products that have long been positioned in large gift packages should be tilted toward their own use ( Design simple packaging, affordable equipment, reduce the number of packaging layers, reduce the space volume rate).
With the changes in the domestic environment and the implementation of new policies and systems, China’s social stratum has begun to change, and people’s lifestyles and lifestyles have changed accordingly. With the acceleration of housing construction, China’s family structure is changing (independent dual-family families, the number of three families increased, the elderly alone), family planning policy makes the family members constitute an inverted triangle (more care for children, children's products and packaging are not Once again, we must pursue multiple levels. The expansion of cities and the flow of talents have led to the emergence of more and more single people today (packaging capacity is determined based on one-time consumption, such as dim sum, personal packaging of dairy products, or integrating multiple consumer capacity packages into packaged sales). The emergence of new phenomena such as single apartments shows that young people are increasingly assertive, have their own opinions in consumption (parents' opinions are for reference only), and are highly self-involved and focus on enjoying life (pursuing brands, focusing on fashion and popular things , New, personalized, small-volume packaging can arouse their attention...)
From the point of view of appropriate quantitative design, designers follow the passive follow-up (markets and leaders) as active (conscientious, planned and appropriate design) to understand the different interest subdivision requirements of consumers for product consumption under the new life style. The volume and volume of packaging will open up the market and lead consumption.