Good Packing Can Talk Itself--Erie Baby Milk Powder Packaging Design Notes
Packaging design and market analysis are closely related. After receiving the design contract from Yili Company, I first carried out a carpet-based market survey in Beijing, collected milk powder full of a box of competing brands, and flew back to Taipei for integrated design. Two weeks later, I came to the Erie Group headquarters with a design proposal. Eli Group General Manager of Milk Powder Division, Marketing Director, Director of Strategic Research Office, Director of Distribution Office, and Managers from all Regions of the Country. Almost all the leaders came to listen to the proposal reports. Many regional managers came from all over the country. Yili attaches great importance to this packaging design case.
First of all, I analyzed the formula of milk powder products, competing product packaging design, and Yili packaging design strategy:
Analysis of milk powder products There are many types of milk powder. Different powdered milk is sold to different consumers. Addressing different consumers requires different strategies in packaging design. Analysis of domestic milk powder can be roughly divided into 5 categories:
1. Whole milk powder
2. Full fat and sugar milk powder;
3. Formula milk powder (baby milk powder / children milk powder / student milk powder / maternal milk powder / young adult milk powder / middle-aged milk powder);
4. Health series of milk powder (hyperglycemic milk powder / immune milk powder / calcium milk powder / iron milk powder / Zinc milk powder);
5. Seasoning series of milk powder (soybean milk powder / egg milk powder / fruit powdered milk).
The packaging of Yili milk powder to be designed is “infant milk powder†in formula milk powder, and special strategies should be applied to the packaging design.
Other competitive brand packaging design analysis There are many brands of infant milk powder in the domestic market, and there are dozens of more competitive ones. Before investing in this packaging design, we first conducted a comprehensive analysis of the advantages and disadvantages of other competing product packaging. In order to ensure that "know ourselves, know each other, victorious."
The focus of the analysis is divided into two items: one is "primary vision" and the other is "color strategy."
First, from the "main vision" to analyze:
There are many ways to express other competing product packaging:
1. Take "baby photo" as the main vision;
2. Take the "baby illustration" as the main vision;
3. Take the "cartoon pattern" as the main vision;
4. With "full version of color blocks" as the main vision;
5. Taking the picture of "duck" as the main vision;
6. Take the "flower" photos as the main vision;
7. Take "text or logo" as the main visual.
Second, from the "color strategy" to analyze:
The colors of other competing product packaging can be summarized as:
1. Use "white" color (basic color of milk);
2. Use the "red" color system;
3. Use the "yellow" color system;
4. Use the "blue" color system;
5. Use the "green" color system;
6. Use the "purple" color system.
Based on the above analysis, we conclude three conclusions:
Conclusion 1: No high-quality BABY photographic photographs have been used in mainland milk powder packaging.
Conclusion 2: No major green and gold color shades are used in mainland milk powder packaging.
Conclusion 3: No high-quality toy illustrations have been used in the packaging of milk powder in the mainland.
The third point (using high-quality toy illustrations) finally became one of the design strategies we used for Erie infant formula.
Erie infant milk powder packaging design strategy Adult milk powder is generally speaking to the public, and this product is different from the "functional 3-stage commodity", is for the mother to speak, so the packaging design strategy and the general milk powder is very different.
The packaging of milk powder on the market is not designed to have anything to do with “children†or “milk powder,†that is, the lack of affinity or the lack of clarity in the three phases of the appeal.
Erie's infant formula is considered a "late product change package," and it is not easy to win a strong brand. When I was in Taipei for this, I spent several days thinking with the creative director of the head office to finally integrate the following six key design strategies for Erie infant formula:
I. Emphasis on the display on the shelf Visualization - highlighting the "1, 2, 3" three-phase When a consumer (usually a mother) walks to a store shelf and faces numerous milk powders, her heart cares not Didn't add taurine?†or “Does it add bifacial growth factor?†It wouldn’t cling to the idea that “I don’t buy xx brandsâ€... What she cares most about is that my baby’s current age should be drunk Which stage of milk powder?
Therefore, when she finds suitable baby's milk powder on the shelf, she will only look at "what brand?" and "add any special formula?" So on the package, we must give my mother a "clear, direct" visual message. Let her "see" to "1, 2, 3" in the shortest time.
We decided that "1, 2, 3" should not only be "seen", but also be more identifiable than other competing products.
Second, using illustrations associated with "children" and "growth" when KEY RISUAL (main vision)
In view of the fact that domestic milk powder packaging design has not used any high-quality toy illustrations, I chose to use toy illustrations that are more relevant to children. When the primary vision is viewed, people immediately know that this product is related to “children†and “growth.†Visual effects Clear and direct.
Because milk powder is divided into three stages, our main vision has also created three kinds:
Stage 1 : 0- to 6-month-old newborn baby, we created a warm and lovely "trumpet";
Stage 2: 6-12 months old infants and young children, we created a "car" to meet parents' desire to give their children more high-grade life; Stage 3: 1 to 3 year-olds, With more activity, we created a dynamic "small football." Because football is the most popular sport in the mainland, it can meet the parents' desire to “achieve a good life, look for a woman to become a phoenixâ€, and the mentality of “winning glory for the country†after growing up.
Third, convey "professionalism"
As for the product's USP (unique marketing selling point), such as adding taurine, colostrum powder, B-carotene, etc., it is marked with large and obvious text, and combined with the main vision, so that the package conveys professionalism.
Fourth, the color plan Yili infant formula milk powder full range of packaging colors using pink, to convey "kind" and "warm" visual experience.
5. The display effect of each side must take into account the three-dimensional display of milk powder packaging. In addition to the positive one, a good packaging must not be overlooked. The packaging is as good as the front, and in addition to the most reasonable and beautiful arrangement of the original dense description, in order to emphasize the pure milk source of Yili milk powder, we also painted an “Inner Mongolia Grasslandâ€. illustration. The vast expanse of the Inner Mongolian prairie has the purest black-and-white cows and yurts. When consumers look through the back of the package, they have a positive association with "Iri milk powder" equal to "pure milk source." Even at the bottom of the packaging, we repeated the name of the company and the name of the product to ensure that under any circumstances (such as shopping mall guides neglecting the tally), the product name will be seen, and consumers will have the opportunity to purchase.
VI. Internationalized image After China's accession to the WTO, more international brands will enter the market, so the design of this package must also be “in one step†and reach the international design level. Therefore, we added English to the name of the front of the package, and all illustrations and details of the design are also refined to convey an international product image.
Good packaging will tell you that the packaging design of Yili infant milk powder has been completed. At present, both parties are currently working on the design of more than a dozen packaging products for Yili milk powder.
The popularity of this product after its listing can only be described as "in short supply." The general manager of the Yili Group's Milk Powder Division also invited me to visit Inner Mongolia personally afterwards. He was very sure of this kind of design, and was very happy to tell me about the market's enthusiastic response and sales growth.
Every time a customer is happy to share with me sales growth figures, my feeling is: "I'm happy, but not accidental!" Because unlike general packaging design companies, we use life to design, and it's okay. Packing “talks by itself†and “will attract consumers to save money.†(From “Sales and Markets†Text: Taiwan/Huang Taiyuan)
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