In today's market, the differences between similar products have decreased, and the homogeneity of use value between brands has increased. How to make your products successfully attract consumers' attention and generate purchases puts forward higher requirements for the packaging design of similar products. Only by correctly grasping and implementing reasonable creative positioning strategies in packaging design can your products be unique.
1. Differentiation strategy in product performance
The differentiation strategy in product performance is to find the uniqueness that similar products do not have as the focus of creative design. The study of product functions, that is, performance, is the first prerequisite for a brand to enter the market and reach consumers. For example, "Baijiahei" cold medicine, you can take the white tablets during the day without falling asleep, and you can take the black tablets at night to sleep soundly. Because the function and characteristics of the product are different from traditional cold medicines, especially the tablet design and outer packaging design revolve around Making a fuss about black and white makes it easier for the product to gain a favorable position in the market compared to other similar products. Some similar products are of similar quality, and their respective expressions are also very similar. How to highlight distinctive features requires not letting go of any tiny features during design. For example, the packaging design of laundry detergents such as Tide, Weibai and Diaopai. Most washing powders emphasize cleanliness, cleanliness, refreshingness, and quietness in the packaging design positioning. Therefore, green, blue, cyan, etc. are used in combination with white in the packaging design colors to highlight their positioning ideas, and among them Tide laundry detergent uses an orange-red series to highlight the vitality and efficiency of the product. Since a large number of washing powder packaging uses cold colors, the warm color products with strong contrast in color are certainly eye-catching, just like "a little red in the green bush".
2. Differentiation strategy for product sales
Differentiation strategy for product sales mainly refers to finding the differences in product sales targets, sales targets, sales methods, etc. Which levels of consumer groups are the products mainly targeted at, that is, social class positioning, whether the consumer targets are men or women, young people, children, or the elderly, as well as different cultures, different social statuses, different living habits, and different psychological needs. The sales area, sales scope, and sales method of the product all affect and restrict all aspects of packaging design. The main consumer group of children's products is children, but besides the children of the target consumer group, the most important purchasing group is their parents and elders. Therefore, when designing packaging, in addition to considering children in graphics, colors, text, and layout In addition to the child's preferences, one must also consider the psychology of his parents and elders who want their children to succeed. Therefore, some products are packaged with some informative or interesting stories printed on them. Although these contents are not very related to the products, they do appeal to parents' concern for their children's intellectual development. From the perspective of sales methods: first, its sales channels, and second, its sales methods. Different products will adopt different sales methods and goals in different periods, different environments, different seasons, etc. For example, this year's Nestlé Coffee launched a large-scale reward event of "Colorful Choices, Courtesy of Nestlé" during the traditional Chinese Mid-Autumn Festival. More than a dozen products were not only packaged in traditional Chinese red coats, but also with Mid-Autumn Moon graphics. and words, as well as surprises and gifts, adding a beautiful scenery to the fierce mooncake war, and also providing consumers with new interpersonal communication concepts.
In the entire operation process of packaging design, creative positioning strategy plays a decisive role. As a designer, you must accurately grasp the development of the market, combine the actual situation of the product, and use appropriate creative positioning strategies in packaging design to make the product successfully attract consumers' attention, generate purchases, and increase the added value of the product.