Packaging Strategies in Integrated Marketing Communication (3)

In addition, it needs to be pointed out that the color patterns of packaging should take into account the different preferences and taboos of different ethnic groups, especially the commodities that enter the international market. Adhere to the consistency and continuity of communication:

1. Adhere to the consistency of dissemination of information

The first is the alignment of product positioning with advertising positioning and packaging strategies. That is, from the design to the production to the marketing, the “selling points” to the consumers must be coordinated. If your product is for the average consumer, from the function of the product to the packaging, from the writing of the advertising program to the selection of the media, the selection should also be based on "common", the advertising words are easy to understand, and the packaging materials, colors, and text To be close to the average person's life. If the dissemination is "noble", packaging materials, colors, and text should be based on luxury. In short, no matter what kind of way to convey information, consumers should feel that they are using "a voice to speak." The French company Maldile, famous for its production of kona cognac, produced brandy exclusively for the Royal and Grand Hotel banquets from 1715 onwards. In order to match the value of such treasures, the company gave a "noble" package. The best-selling brandy they produced, the XO, was packed in a crystal glass bottle that was packed in a delicate box with gold lettering; another brandy was better than XO, and the outer box was velvety. , can be opened like a jewelry box. Such packaging and decoration in turn set off the value of brand-name goods, and greatly increased the added value of the goods. The purpose is to make people feel that they are filled with rare wines and win the pursuit of brand-name, luxury customers. Adhering to the consistency of packaging and dissemination of information, a series of packaging strategies can be used. All kinds of products produced by enterprises adopt the same patterns and colors on the packaging, reflecting common features, so that customers can easily feel that they come from the same manufacturer. The product. Similar packaging has the same benefits as adopting a unified brand strategy, which saves packaging design costs, establishes a corporate image, and facilitates the introduction of new products.

2. Adhere to the continuity of information dissemination

If the "consistency of communication" is to be consistent with the communication target from the horizontal aspect, "coherence of communication" is to implement the integration strategy from the longitudinal aspect and time axis. In order to maintain the noble identity of its products and let customers familiarize themselves with their products, France's Maldele Company has maintained its traditional packaging for the past 100 years in order to retain customers. In the U.S. V8 brand vegetable juices, the overall composition on the V8 label has remained virtually unchanged for decades: a group of tomatoes placed horizontally, surrounded by green leafy vegetables, and decorated with vertical celery and carrots. You may not notice, but you can feel the intense color of vegetables. Therefore, this vegetable juice is particularly attractive to customers. Kodak's yellow packaging, Fuji's green packaging, and Coca-Cola's red-based packaging all adhere to the unity of consistency and coherence.

Reprinted from: Packaging Design Network