Food Packaging and Promotion

Food packaging is one of the best means for food promotion. The performance, characteristics, food methods, nutrients, and cultural connotations (history, legends, etc.) of foods cannot be identified by tasting as in ancient commodity exchange. In modern society, they can only be promoted and explained on the packaging. Description is the best promotion.

Information Promotion

The necessary information refers to the content that must be specified on the food packaging as specified in relevant regulations, such as the name, trademark, manufacturer, main components, net content, date of manufacture (production date), shelf life, and place of production (site) of the food. The necessary information is marked on the packaging. After the consumer purchases, the packaging and the goods are brought along with the consumers' footprints, which virtually promotes the promotion. In addition, you can also add agent phone numbers (communications), product standard numbers, product descriptions, and storage methods. In the product introduction, choosing the right text, the right language, and the use of concise and appealing statements will have greater promotional effects and actually act as a salesman. Therefore, "Packaging is a silent salesman."

Image promotion

The image of food packaging is a manifestation of comprehensive capabilities. For a high-end food packaging, its image can be expressed as: good shape, color beauty, excellent materials, suitable capacity, unique style, unique expression.

Image promotion is a promotional method that uses packaging to embody the charm of intrinsic foods. Food appearance packaging can determine an image in consumption. Through packaging, consumers are encouraged to make their first purchase. Consumers will buy again when they feel satisfied for the first time, and whenever he sees the same packaging or a similar package, he thinks of satisfaction at the time of first use. Now people don't just need to buy the least amount of life. Goods, but also buy their own hobbies and life is not urgently needed goods, product exchange success is promoted by the image of packaging. The key to image promotion is to position the product, and then determine its packaging image. Product positioning refers to gifts, daily consumer goods, snack foods, and daily necessities.

For example, the reputation of national wine Maotai has spread throughout the world. Its noble and elegant packaging, from the porcelain bottle in the package to the exquisite color box in the package, constitutes the overall image of Maotai. Image promotion should appeal to consumers' different requirements to attract consumers (visual) and play a role of inspiration so that packaging can play an important role in food sales.

Color promotion

The color selection of food packaging has a positive effect on sales promotion, which is mainly due to the psychological effects of various colors on people.

The general guideline for food packaging is to use vibrant, rich shades. The use of red, yellow, orange, etc. emphasizes the taste, highlights the freshness, delicacy and nutrition of foods; indicates the hygiene and coolness of foods with blue and white; shows the pure safety of foods with transparent or colorless; shows the foods (if any) in green. Fresh and non-polluting; use calm and simple colors to illustrate the history and magic of traditional food technology; use red and gold to express the nobleness and value of food. In addition, green should be used cautiously for foods that are prone to mold, such as meat products, egg products and bakery products. The natural and beautiful food is best to use colorless and transparent packaging.

Structure promotion

There are various types of packaging and promotion agencies. The main categories are as follows.

the whole frame. Unique style, unique. In particular, the key to the promotion of the overall structure of food packaging, only through the special performance of different and attract consumers' attention and interest, creative design based on a wide range of market research, such as the design of the bottle into a round, drum-shaped, Prism shape, animal shape, spherical shape, combination shape, fruit shape and so on.

Local structure. A special structure is used for a certain part of the package, such as the seal and outlet of the package, and a special handle, hole (for hand-operated or air-permeable) is set at a certain part, and the prize identification or opening method is encrypted in the inner layer to cause purchase. Pay attention to the promotion.

Adopt distinctive, bionic, imitation, antique and other structural designs, and vote for consumers. Just as the American economist Patrick's book "Hidden Lobbyist" describes: "Why do consumers buy more goods in supermarkets? Because today's consumers have the following consumer philosophy: as long as it is satisfactory Buy, as long as for some reason to appear very chic goods to buy." Chic refers to the book refers to the special structure of the packaging of goods.

Brand promotion

Brand promotion is a promotional method that uses packaging design to reflect the connotation of food. Some food brand names are extremely loud and they become synonymous with such products. For example, “Coca Cola” people naturally think of cola drinks.

The key issue for packaging brand promotion is how to try to attract consumers' attention in numerous foods or similar products. This can be achieved through the combination of three-dimensional and flat packaging.

The main strategies of food packaging brand promotion design:

Familiar with the food product name or looking for an image spokesperson, the ridiculousness of the font, the eroticism of the pronunciation, the comical of the combination and the color can be achieved to increase the memory of the consumer, and the use of music on the packaging to reinforce the memory of the consumer's product name or The famous brand name is marked with events, characters, and stories. There is also the purpose of affixing the owner’s name or photo on the packaging for promotion purposes. For example, movie star Paul Newman sells salad dressing, sauce, popcorn, and chilli sauce from his own company. All bottles are tagged with his name and photo, which makes his product sell well in the market for a long time. This is also true of KFC fried chickens that are found all over the world.

Trademarks and patterns are distinctively symbolic. Trademarks and patterns and text are the vouchers for consumers to identify different products and vendors. The symbolic icon has explanatory power and influence, people remember in mind, can best reflect the product's characteristics and quality, and more is to improve the taste.

Since trademarks, logos, and designs are delivered to consumers through packaging, they should be designed to stand out from the crowd. At the time of design, there may be dozens of patterns and expressions to be considered. Many aspects of the text used in trademarks and logos are considered. After numerous glyph tests and evaluations, the most symbolic meanings and grades are selected. After the launch of a successful trademark and logo, people can recognize their products based solely on trademarks or logos. For example, the use of lions and bulls in company product trademarks or logos is reminiscent of the status of rights, power, dominance, and the status of a dominant leader. Product taste.

Reprinted from: Food Partner Network