How to apply paint packaging design in promotion?

The technology in the household coatings industry is converging, and the homogenization of products among enterprises is serious. How to shape a homogeneous product into a unique or higher-grade image? How to sell homogeneous products to a higher price? These are the headaches faced by the marketing department of all household coating companies.

As the saying goes, "advertising attracts consumers, and terminal packaging impresses consumers." Product packaging is the most direct window for consumers to come into contact with home paint brands. Good packaging allows consumers to shine in their first intimate contact, quickly establish goodwill, and ultimately affect purchase decisions. It can be seen from this that Aotian Planning believes that home paint packaging is the most direct and effective way of brand promotion and the most cost-effective method.

1. How to apply household paint packaging design in promotion?

1. Special packaging for special products, showing special status

Basically, every household paint brand will have a product "Zhenshan Zhibao", which is either the brand's most high-end product or the brand's new product. In short, you need to use this product to enhance the brand image or drive overall sales. Therefore, it is a common task in daily packaging design to allow consumers to see their special status at a glance through product packaging when they visit the home paint terminal market.

2. Different packaging for the same product to achieve different pricing for channels

Compared with the fast-moving consumer goods industry, the sales of household paint products rely more on channel promotion.

However, the sales models of different channels in the home coatings market vary greatly. Hypermarket channels focus on promotion at high cost performance, while home improvement company channels focus on high prices and high commission promotion. In order to occupy more sales channels and avoid the same product selling prices in different channels differing too much, the simplest and most effective way is: "the same product, multiple packaging", that is, the same product, without changing the ingredient formula, separately Design packaging for different channel characteristics to solve the problem of "different pricing for the same product".

Like a formaldehyde-resistant interior wall paint product, a package can be designed for KA hypermarkets at ordinary prices; while for home improvement companies, another package is designed with high price positioning, reserved for home improvement companies or designers, etc. High commission space, etc.

3. Renew the packaging of old products, enhance the image and grade

Consumers always like old and new, but technological improvements in home paint products do not necessarily keep up with the speed of change in preferences.

In order to maintain a constant image of innovation and freshness in a changing market, improving packaging has become a last resort. Through the introduction of new packaging, it can reflect the update and upgrade of products. More importantly, it can take this opportunity to increase the grade and price of product images, thereby achieving the double upgrade of profits and image.

2. What misunderstandings should be avoided in home paint packaging design?

1. The information is complicated and the primary and secondary are unclear

In order to reflect the unique advantages of products, some enterprises try to put all product selling points on the packaging, but the effect of this primary and secondary communication method is often counterproductive.

In the limited packaging area, in the face of a complex and unfocused many symbols and demands, consumers are easily confused and confused about the unique advantages of this product.

2. Blindly imitate international brands and create an international image stereotyped

Many people mistakenly believe that "international is high-end advanced", in order to enhance the brand image and product grade, deliberately blindly imitate the design style of European and American brands.

However, Chinese consumers ’aesthetic perception of packaging is quite different from that of Europe and the United States: Europeans and Americans have high cultural qualities, and packaging perception focuses on words. Therefore, the main elements of European and American product packaging are the brand name and the English alphabet of the product name; The cultural quality is low, and packaging perception comes more from the picture, so the picture element is more likely to attract people's attention and favor as the main body of the design.

3. Excessive reliance on special crafts to upgrade the grade, ignoring the specialty of household paint bucket printing

In order to highlight the grade and international sense of the products, many home paint companies do not hesitate to use various printing processes, such as hot stamping, hot stamping, and gold printing. However, high-end and international sense are not necessarily proportional to the number of process applications, and the packaging barrel is limited by its own printing and production materials. It may not be able to support multiple printing processes. Relying on the stacking process to upgrade the grade is also a major packaging design. Misunderstanding.

The packaging and printing of household paint buckets usually prints the patterns directly on the metal sheet. Due to the limitation of the materials, they can only be printed on four colors or spot colors. If you need special techniques such as hot stamping or silver stamping, you should first select a metal material of similar color and leak the "hot stamping" position during printing. Therefore, the "hot stamping" and "hot silver" techniques of the paint bucket are strictly speaking It can only be called the "leakage" of the metal background. And the biggest problem with this process is that, because the metal background color is not white, it will cause the white area in the picture to be impure by the background color and affect the overall appearance.

Therefore, for the design of paint buckets, the focus should be on pictures and layout design, rather than the addition and application of crafts.

3. How to "win with packaging" in the promotion of household coating brand?

1. To clearly embody product functions

Like other advertisements, packaging is a means of spreading product or brand positioning. Consumers buy home paint products that are not icy, but home furnishing functions that meet their home furnishing needs. Therefore, the packaging design should clearly show the functional positioning of the product. In order to present the product functions clearly, the following points need to be done in packaging design:

A. The screen elements intuitively embody the functional selling points.

The main screen element of packaging design adopts pictures representing product functions, so that product functions are more vivid and direct. For example, the main screen of Nippon Pure Flavor Interior Wall Paint is a diffused dandelion, which intuitively conveys the selling point of the product's clean flavor and environmental protection.

B. The function ICON assists in explaining the selling points of the function.

On the packaging main screen, with the design of the product function ICON, it will help to highlight the product function. For example, Dulux's anti-formaldehyde full-effect product packaging is designed with "purifying formaldehyde and long-lasting freshness" selling point ICON, and Nippon Pure Taste full-effect product packaging is marked with "clean taste technology" ICON. .

C. The picture tone complements the selling point of the product.

The main screen elements, combined with the tone that reflects the function, the effect will be more intuitive and vivid. If the anti-formaldehyde effect is full, it advocates green and environmental protection, suitable for green as the packaging tone; similarly, the love lacquer clear Limu lacquer should reflect the clear and beautiful wood grain after painting, and use the color of solid wood as the packaging tone It is relatively suitable.

2. To clearly present the brand style

Good packaging should have a distinctive style, no matter where it is placed, you can see which brand of product is recognized at a glance; at the same time, when all its products are placed together, it can also easily identify the functional differences and grades of different products difference.

The packaging style of household paint buckets mainly comes from the design of the packaging layout. For example, after the interior taste products of Nippon Paint are launched, the product packaging format will be unified planning, which is divided into: brand LOGO area, functional main visual screen area (dandelion, maple leaf, narcissus, etc.), product grade identification Area (a radian, according to the price level, using gold foil, silver foil, four-color technology) and other areas, when all products are placed in the terminal, not only the overall style is unified, but also easy to distinguish between products.

The outstanding advantages of the packaging layout style are: first, the unified integrated layout is easy to form the terminal visual integration effect, and the unexpected impact effect is achieved when multiple products are displayed; second, the unified integrated layout has strong brand recognition and promotes consumers Deeper impression of understanding the brand; Third, when multiple products of the brand are displayed together, it is also convenient for consumers to choose selling points to avoid confusion.

3. To clearly reflect the attributes of the industry

As the packaging of household paint products, it is also necessary to reflect the characteristics of the industry as much as possible to avoid being mistaken for other products in the terminal, so that consumers do not feel the relevance to themselves and reduce interest in further understanding.

The relevance is mainly reflected by design elements, such as the selection of pictures closely related to household paints. In general, interior wall paint products can use pictures such as walls, brushes, rollers, etc., while wood paint products use furniture, wood grain, wood and other pictures, so that consumers can intuitively feel the product use and use effects.

4. Comprehensive consideration of packaging costs

Packaging is not only a coat of beautification products, but also an important cost component of product production. How to avoid cost waste is also an important issue in packaging design. Good cost control can effectively reduce the financial risk of new packaging development and improve the cost-effective advantage of products competing in the market.

To save packaging costs, it is necessary to consider that packaging can achieve versatility while highlighting the personality of the product. For example, the 5L pack and 7.5L pack of China Resources products use the same type of packaging barrels. The difference is only in the degree of filling of the paint, so that the size of the packaging can be customized to reduce the cost of a single barrel.

In addition, the packaging methods of some imported brands can also be used: the packaging barrel is made of plastic material, and the barrel surface pattern is covered with ordinary paper to separate the barrel surface pattern from the paint barrel. When the paint is used up, tear off the barrel surface pattern paper and paint The barrel can be recycled many times, thereby reducing costs.

Of course, as the most direct means of brand display, household paint packaging is the same as other communication methods. If you want to succeed, you must weigh various factors.

Good packaging must consider not only the intuitiveness of information transfer, but also the creativeness of information performance, as well as the visual aesthetics and cost-performance ratio. Only by comprehensively weighing can the terminal attract consumers, at the same time Bringing unlimited market impetus to the product, while effectively reducing financial risks and improving product cost performance, increasing profit margins, and providing a success rate for market promotion.

In short, to do home paint packaging design, only go beyond the perspective of pure visual art and integrate the factors of market sales, so as to truly achieve the "winning of packaging" in brand promotion.

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