Views：9788 Date：2020-05-11

Positioning design is an important part of packaging design theory.
Positioning, packaging design positioning, as the name suggests, is to determine their own position. Design positioning is mainly a method to solve the design concept. It emphasizes that it is necessary to consider the packaging design from the perspective of sales, pass accurate information to consumers, and give them a unique and unique impression. The quality of positioning directly affects the sales of goods.
Traditional packaging design mainly emphasizes the function of packaging to protect and beautify commodities. Due to the development of the market economy, the function of packaging design has fundamentally changed with the fierce competition in the market. Traditional packaging design concepts have been hit, and positioning design theory has formed the main characteristics of modern packaging design.
Without competition, there is no need for packaging design positioning. The more intense the competition, the greater the need to create a positioning image that surpasses similar products. It can be said that proper positioning has become a key factor in accurately transmitting information to consumers. Food packaging knowledge also often mentions that no matter the product styling, product packaging, advertising and other designs involve positioning issues. Therefore, it is necessary to grasp the positioning idea and master the basic elements of positioning design.
2. Three basic factors of positioning design
The positioning design divides the required information into three basic factors:
One is brand positioning, also called trademark positioning and manufacturer positioning. Trademark positioning focuses on the performance of product brand information and brand image. Trademarks and brands are the guarantee of product quality, and brand positioning is very important for new products and people's familiar packaging design.
The second is product positioning. It indicates what is being sold on the painting decoration of the packaging and decoration, so that the buyer can quickly identify what kind of product it is and what its characteristics are, whether it is a cheap popular product or an expensive high-end product.
The third is consumer positioning. Let consumers know at a glance who the product is made for and to whom.
1. Brand positioning, packaging design positioning
The meaning of brand positioning is to show consumers "who am I" and "what company do I represent". Trademarks (brands) ~ Once registered, they are protected by law. In the current situation of popular consumer psychology brand names, brand positioning has important promotional significance.
Brand positioning requires that the packaging screen mainly highlights the product's logo. When positioning with a trademark, the three colors, graphics and text should be considered together.
2. Product Positioning The product-oriented packaging design aims to enable consumers to quickly understand the product's characteristics, attributes, uses, usage, grade, etc. through the outer packaging.
For product-oriented packaging design, the key to packaging design positioning is to highlight the image of the product on the main display surface of the packaging container, usually by means of photography (realistic or figurative) and hand-painted (simulated). The contents are expressed faithfully, and the use of photography is very common. It can truly and visually review the texture and shape of the product to make the product the most fascinating. People are presented in front of consumers. Especially, it is unique in expressing the delicious feelings of various fecal foods. In addition, for foods with better color, it is better to use containers with high penetration to contain products, or to use a large area of "windowing" to increase appetite and facilitate consumers to purchase.
Product-oriented packaging design can be considered in terms of product origin, raw materials, plus 1 =, use, usage and grade.
3. Consumer positioning for packaging design positioning
It mainly considers who the product is sold to, and makes the customers feel that this product is designed for themselves or produced for their family and friends through the image of the packaging screen. This is a good sales strategy.
(1) Realistic and figurative techniques based on consumer image are the most common. For example, infant nutrition food and dairy products, the image of a cute and lovely baby usually appears on the packaging Wang Yao exhibition, stimulating consumers' desire to buy.
A company specializing in the production of corn flakes in the United States has a large scale and serves Liguang. It positions and designs according to consumers' race, age and gender, forming a colorful series of packaging. The characters on each package are different. There are black women, children, white people, teenagers, and the elderly. When these packages are displayed together, the picture is very vivid, which makes different consumers have full choices.
(2) Consumer Psychology Gangsuo's packaging design that considers consumer positioning from the psychological factors and lifestyles of people of different classes. There is almost no consumer's image on the screen, but abstract, normal and indirect Manipulation expresses the psychological factors of consumers.
The “Yangzhong Chengyao” product, which is located in a local specialty, uses the advertising slogan “Family affection and nostalgia in Yangzhongchengyao grass” and the ancient clumsy script “Xianyangcheng grass”, which highlights the meaning of the product The meaning means that all Yang Zhongzhong will have a strong feeling of homesickness and nostalgia at first glance, but non-Yangzhong people will have a curiosity to find out, salty seedling grass? Family feelings? What do they have to do? As a result, consumers will have a basic positioning for packaging design that accepts this product.
Three basic factors of positioning design are introduced above. But in most cases, each package should highlight an important point. Because the main display of packaging is limited, too much content will dilute the impression of consumers. Put the important points in a prominent position, and put other contents behind and on the side. Which information should be highlighted depends on market research, careful study of commodity information and market information, and understanding and grasping the status of waste products in the market to decide. If the product brand is well known, it should be based on brand positioning: if the product features are distinctive and has advantages, it should be based on product positioning.