Qualified packaging: appearance level is face, easy to use is inside

Nowadays, the appearance level is in charge, and the design focus of most food packaging is to move closer to high-end, atmospheric and exquisite, and vow to make the product unaffordable. In fact, the essence of design is to solve the problem, is to provide more convenience for consumers through packaging, to solve the problems encountered in actual use.

First, small size packaging

Packaging is not just packaging, it is part of the product experience. Excellent packaging, not only to meet the brand image design, but also to return to the "sense of service" - to provide a good experience for the actual needs of consumers.

The survey found that small packaging is an important development trend.

The most obvious advantage of small packaging is that it is convenient to carry and easy to use at any time, and the goods of small size packaging can be used up at one time, without considering the subsequent preservation problems, and it is also more lightweight, easy to carry and flow. If the packaging specifications of a food are too large, the food placed for too long is easy to become not fresh enough, and it is easy to rot and deteriorate, resulting in waste.

Now there are many kinds of goods, consumers want to be able to try different kinds of goods, large specifications of packaging will hinder this consumer willingness. For example, prunes, cookies, etc., the most common currently is a big package, which contains separate packages of different flavors.

In the early days of a new product, because consumers do not understand it, they are not sure how the product is, at this time, consumers are more willing to buy a small amount of try, so the use of small plastic packaging bags to package products, will make consumers more willing and easier to start trying.

Second, take care of the needs of minority groups

At present, most of the packaging is facing ordinary consumers, although we continue to do fine classification, such as distinguishing the elderly, children's special products, but on the demand of the niche market, but few people involved.

For example, people with disabilities. The core demand of people with disabilities is to be able to live independently. Braille, blind paths, guide dogs give them access to the world, but everyday life is devoid of Braille. Even large supermarkets still do not have food packaged in Braille notes.

There may be signs designed for blind people, food details.

Some people say that in today's environment, blind people may not be able to go to the supermarket, let alone buy goods on their own. In fact, this design, at this stage of imperfect infrastructure for the blind, is more like a psychological comfort for the blind. The blind can not buy, but the blind family can buy for him, take home to facilitate the blind to use, or just introduce the product packaging function, but also can bring happiness to the blind.

Third, the use of demand

To meet the needs of consumers, it can quickly establish a bridge between consumers, narrow the relationship with consumers, and lay the foundation for secondary consumption.

For example, hamburger, hamburger volume is large, open mouth directly bite will make the five features to make a very exaggerated action, which is unacceptable for some women.

Freshness Burger found Freshness Burger with low sales of classic burgers and realised women's concern, so Dentsu designed Freshness Burger Wrapper which could cover your face.

Girls can use this wrapping paper to cover their faces when eating hamburgers, until they close their mouths after chewing, and then take the wrapping paper off, so that they can enjoy the happiness of the hamburger and keep themselves clean and tidy.

After the launch of this bag, a large number of female customers chose to buy hamburgers, and sales increased by 213%