Packaging design on marketing purpose

Due to the improvement of productivity and economic development, people's consumption concept by rational consumption transition into perceptual consumption. The needs of people on the basis of materials, start more inclined to psychological and spiritual satisfaction, the product packaging design merely to use low-value products, no longer able to attract the interest of consumers, it has been more steering the fast-paced, high-efficiency and the pursuit of personalized, high-grade products.

Enterprises in the marketing activities, on the one hand, take into account all of the external environment according to the characteristics of the target market; on the other hand, get a strategic planning on the marketing through product, price, distribution and promotion all-round expand marketing activities. And designers should pay close attention to the development of new technologies, products, market trends. The use of new technologies, new materials, new processes to the renewal and upgrading of product packaging; The product packaging design must adapt to this change, should give full consideration product attributes, shape, volume, capacity, weight and other factors.

When conducting packaging design market research, the designers should respond to consumer preferences, needs, tastes similar products sales, customer opinions fully understood in order to study the market potential purchase motivations of the consumer population, the advantages of similar previous products analysis of the disadvantages. If they are newly listed products, the main emphasis on the analysis of consumer needs, as well as consumers' psychological needs.

The packaging container shape and structure should be designed according to the properties and characteristics of the products, combined with the development of the market and consumer demand, taking into account factors and function, structure, materials, production processes, targeted, diversified packaging design. To further improve the function and purpose of the product packaging, basic functions and auxiliary functions, in order to attract new customers and increase repeat purchase rate of the old user. It is necessary to adapt to the external marketing environment (social, cultural, political and legal, technology, population, natural environment), the packaging design can also affect the external marketing environment.

In the target market the product packaging should be carried out in-depth market research, starting from the needs of the target consumer, develop new products and new packaging to mobilize and take all the means of marketing to open market, and enter the market to meet the needs of the target consumer, with the packaging design to change or create target consumers demand. Designers must continue to strengthen the awareness of marketing on the product packaging.