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First, packaging really magic
In the United States, a food company has introduced a new type of chocolate, which is no different from chocolate produced by other companies. Later, the company changed its marketing strategy, designed portable gorgeous packaging for chocolate, highlighted the characteristics of its gift candy, increased the price several times, and the business was surprisingly good.
At the beginning of reform and opening up, Hong Kong merchants bought a large quantity of mustard from Sichuan, and then broke the altar, changed the packaging for plastic bags, and sold it to other countries. Not only did the selling price double, but it also became more popular.
Things are still the original thing, because the packaging has changed, the sales effect is very different. Examples like this one are so numerous in the actual economic life that this is an indication of the magic of packaging. It is an indisputable fact that packaging can create demand and make products sell well.
Second, the source of packaging magic
As soon as packaging is mentioned, people immediately think of the function of protecting their products. In fact, the real source of packaging magic is its promotional features. Nowadays, the protective function of packaging is weakening, and the promotion function is gradually strengthened. Packaging has become an important tool for business promotion.
1. Packaging is a silent salesman Some people in the United States have done a survey: about 60% of customers who enter the store to buy things will change their minds. For example, the original to buy low-grade goods, and eventually bought a high-end goods; the original to buy a brand, and ultimately bought the B brand. This change is largely caused by packaging. Although consumers in modern society have many sources of information, when it comes to field purchases, packaging has the most direct and strongest impact on their purchasing behavior. In particular, in self-selected shopping malls, consumers can directly contact with the goods. When they are shuttled through a vast array of goods, the sales promotion effect of packaging is conceivable.
Japanese scholar Gana Guang believes that there are three basic conditions for packaging to become a “salesman,†namely, brand, impression, and differential. He called it the BID principle. Trademarks are the signs of goods. Commodities without a trademark are like people without a name. To make packaging a salesman, you must first highlight the trademark on the packaging. Expanding the gap refers to the conscious expansion of the differences in quality through trademarks and packaging. Someone once did an experiment and put the same detergent in several packages of different brands and shapes to try it out for consumers. As a result, they thought it was several kinds of detergents with different qualities. This experiment shows that trademarks and package styling can play a role in highlighting the characteristics of the product.
The result of widening the gap is to make consumers form a relatively fixed impression on a certain commodity—a trademark or a packaging impression. The trademark or packaging impression gives the individual character of the product a specific image and the product is more attractive.
2. Packaging is an advertising tool Advertising is nothing more than to enable consumers to know and understand a certain product, thereby triggering their desire to buy. To this end, advertisements should expose goods to consumers and influence consumers' purchase behaviors by attracting, persuading, and inducing. The packaging undoubtedly has the most basic function of advertising. This makes it possible to become a special kind of advertisement. Although it is not possible to directly persuade and induce consumers, a well-designed package can firmly capture the consumer's attention through its revealing function and silently influence the consumer's purchase behavior.
3. The characteristics of magnifying glass products with packaging features are not easy to understand without personal use. So for many commodities, especially new products, letting people understand their characteristics has become an important issue for companies. The packaging can capture the characteristics of the product through engaging styling, pictures and text printed on the package, enabling consumers to have a general understanding of what they are selling in the moment they come into contact with the product. (To be continued)
As soon as packaging is mentioned, people immediately think of the function of protecting their products. In fact, the real source of packaging magic is its promotional features. Nowadays, the protective function of packaging is weakening, and the promotion function is gradually strengthened. Packaging has become an important tool for business promotion. The article discusses several strategies that make it attractive.