Standards and Shelf Appeal: Seven Market Requirements for Product Packaging
In today's consumer market, three competitive forces stand out: product quality, price and packaging design. A foreign marketing and sales expert once noted that packaging design is one of the essential routes into the market, and that its impact on a brand's overall image can be as strong as advertising. At a general level, the market asks product packaging to do two things: meet standards and attract customers. The specific expectations can be grouped into seven areas:
- A memorable name. The product name shown on the packaging should be easy to understand, easy to pronounce and easy to remember.
- A shelf-stopping look. The packaging exterior should let shoppers quickly recognize what the product is and what makes it distinctive.
- Clean, concise printing. Packaging print should stay simple and clear. Because supermarket shoppers choose goods themselves from shelves, the packaging has to catch the eye, prompting passers-by to notice it and want to pick it up for a closer look.
- Credibility you can see. Packaging should reflect the product's reputation and help consumers feel more confident in it.
- Pleasing color choices. In general, Europeans favor red and yellow. Products sold in supermarkets often use European popular colors, such as soft, elegant shades or tones close to white.
- Regional identification. Packaging should include a regional mark or graphic for the product, making it easier to recognize.
- Environmental responsibility. Environmental protection is now widely emphasized worldwide. As a result, many new and specific rules on packaging materials have emerged, with a general shift toward replacing plastics, plastic compounds and similar materials with paper and glass. Germany, for example, requires food exported from China to Germany to be packed in corrugated boxes.
— This article is reposted from China Packaging Network (pack.cn). Original link: http://news.pack.cn/show-362084.html
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