Has the packaging of the hottest health food chang

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Has the packaging of health food changed with the market

health food packaging is directly related to the compatibility of health food and packaging materials, and the influence of packaging materials on the stability of functional raw materials during the storage period of health food. Nowadays, health food packaging, as an integral part of the industry, has been exposed to the public

■ establish image: the design concept is changing

while following the health food management law and relevant policies and regulations, how to reflect the corporate image, improve its appearance design grade, give it the ability to obtain the psychological recognition of consumers, and make the health food have the dual attributes of health food and commodities, which should be taken into account

advanced packaging has safety covers designed for the elderly and children; A measuring cup with accurate measurement and convenient use is equipped for oral liquid; There are also eye-catching tips on the package. All these not only bring consumers health food safety information, but also have the effect of consumer psychological recognition. When changing the design of new products and the packaging of old products, health food production enterprises should widely seek the opinions of marketing departments, and if possible, they can ask advertising planning companies to do image design

■ target: the product name and brand are completely revealed

health food can be purchased directly at the counters of pharmacies, drugs and supermarkets without a doctor's prescription. The type, brand or manufacturer of health food that consumers buy mainly depends on five factors: advertising is a little different. The experimental data are displayed on the screen, curative effect, price, packaging and decoration. At present, most of the health food in the market is of the same type, but the brands are different. Experts believe that if only the name of the product is publicized, it is equivalent to making wedding clothes for others, which is not conducive to establishing the brand image. The name of the health food must be publicized together with the famous brand in order to be recognized by the public

■ reach communication: through packaging, the revenue of China's new display industry exceeded 100billion yuan in 2013, pouring emotion

from the perspective of the integrated communication concept proposed by modern marketing, health food packaging has become not only a problem in product strategy, but also an irreplaceable medium in promotion. Consumers' interest in products largely depends on the extensive penetration of the mass media, but whether it can lead to the final purchase depends on the key step. As the last step in communication with consumers, packaging plays a decisive role. Enterprises need to convey the connotation of products through packaging, and also need to complete the last step of communication with consumers through packaging

then, how to better realize communication in health food packaging depends on the following points:

◆ pour out human emotional care

interactive personalized marketing has gradually become the mainstream mode of marketing, and personalized consumption puts forward higher requirements for drug packaging design. Today, when products are highly homogeneous, the packaging of products also has the phenomenon of "isomorphism". The health food packaging that consumers pay attention to is not a picture or fancy, but to see whether the packaging reflects the respect for human feelings, whether it has affinity, and whether it reflects the taste and lifestyle of the target group in the design. Those pleasing to the eye and high-grade packaging are naturally favored. From this point of view, health food packaging actually undertakes the psychological treatment. It should reduce the psychological pressure of patients and achieve the effect beyond efficacy. This requires designers to go deep into life and pay attention to the grasp of human nature when designing packaging

◆ fully display the characteristics of packaging media

health food packaging information has the advantages of pertinence, durability, expressiveness and high reliability, which should be fully utilized. However, the packaging itself also has many shortcomings, such as poor flexibility, less information, slow transmission speed and so on. Therefore, flexible and ingenious choices should be comprehensively considered in the process of health food packaging design. In order to make the last step of communication with specific groups on packaging, we must consider these characteristics that are different from other media, so as to explore the communication role of packaging as a media to a greater extent

◆ eliminate ambiguous areas

in fact, the concept of competition among enterprises has changed to the competition of the overall image of the enterprise. The introduction of CI inevitably requires that the enterprise image can be expressed through packaging design. As a unique identification symbol, packaging can do this

today, with the gradual development of health food, the form of many health food is too old, and has become an obstacle to communicate with consumers. We should learn more from some new styles, such as printing the brand logo of the enterprise on a transparent plastic bag, which is the entire outer packaging of a French perfume. This kind of packaging conveys the connotation of "genuine goods" to consumers, and this brand connotation also drives the sales of products of similar brands. Health food packaging does not need to copy these practices, but it is necessary to introduce this concept. In fact, the expression of corporate image through packaging design is not only conducive to the spread of corporate image, but also reduces the burden of enterprises in advertising. More importantly, it strengthens consumers' recognition of society and its brand, thus realizing deep communication

◆ have global recognition ability

with the acceleration of the process of international trade integration, the packaging design of health food is required to reach the international level as far as possible and have the ability of global recognition. However, packaging design can not be globalized for the sake of globalization. Any packaging design has its inseparable national traditional cultural background. "Only the national is the world", the packaging will be different only with local color, and it will be full of visual impact on counters and shelves. There are different views on how to reflect the national style in packaging theory and practice, but as long as we understand that its fundamental purpose is to better communicate with more consumers, we will not lose direction in the process of packaging design

whether the health food packaging accurately and vividly carries the product information, whether it conforms to the psychology of consumers, whether it is in harmony with the shape of the enterprise, and whether it has the ability of global recognition? This is a problem worth pondering by the managers of every enterprise. The market is changing and the concept is changing, but no matter how it changes, the ultimate goal remains the same - to make the products sell well and the packaging play a promotional role

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