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Eye-catching
For packaging to play a promotional role, it must first attract the attention of consumers, because only products that attract consumers' attention can be purchased. Therefore, the packaging should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and distinctive materials to make the packaging have a striking effect, so that consumers will have a strong interest at a glance.
The peculiar and novel shape can attract consumers' attention most. For example, the shape of a wine bottle is generally dominated by a cylinder. When a straight-shaped bottle appears, it will have a striking effect. Some wine bottles also use free curves, chic and elegant, like a dancing fairy; some wine bottles use imitation shapes and are designed as complex anchors or human bodies, in a batch of bottles shaped as cylinders or cuboids. , Will look very prominent and beautiful.
The beauty of color is most easily felt by some people. Some marketers even believe that color is the first factor in determining sales. They found in long-term market research that some colors are used as product packaging, which will make the product surprisingly bad. Sales, gray is one of them. They believe that this is because gray is difficult to make people feel excited, and naturally it is difficult to produce the urge to shop. They proposed that red, blue, white, and black are the four major sales colors. This was discovered when making images of red, blue, white, black, green, orange, yellow, and brown. Take red as an example, it has the most images, and it is the image with the strongest relationship between sun, fire, blood and life, so red is the most exciting. Blue, white, and black are also closely related to the sun, which is always high above the blue sky. When the sun goes down, the sky becomes dark. When the sun rises again, the eastern sky becomes white. These four colors are important colors that control our daily rhythm. They can trigger consumers when used as sales colors. This kind of analysis has certain rationality. Patterns work in combination with colors. The carton packaging of the "Xuelian" brand cashmere sweater is soft light green, and the white snowdrop pattern protruding from the box is particularly elegant and eye-catching. There is a brand with an antique black pattern on the red background of the "Western Han Ancient Wine" bottle, and four strong and dignified black seal script "Western Han Ancient Wine" on the hay yellow background of the box, like an old man telling A long story. In a row of colorful wine bottles, its unique style is very eye-catching.
Generally speaking, the pattern of the packaging should be mainly set against the brand trademark, fully displaying the characteristics of the brand trademark, so that consumers can immediately identify the products of a certain factory from the trademark and the overall packaging pattern, especially the brand-name products and brand-name stores, packaging The eye-catching trademark can immediately attract consumers. The changes in packaging materials have also attracted people's attention. The porcelain gifts exported from Shandong are ingeniously made of corn skins and woven into portable boxes for packaging. This not only makes full use of the surplus rural labor, but also makes a large number of local cheap materials into folk features The elegant craft packaging is more artistic than the carton packaging. The famous Sichuan silk-wrap rabbit was originally packed in a red rectangular carton. Now it is made of fine bamboo strips into a delicate cylindrical container. It is unique and beautiful, forming an unforgettable impression.
understanding
Successful packaging must not only attract consumers' attention and interest in products through the use of shapes, colors, patterns, and materials, but also enable consumers to accurately understand products through packaging. Because the purpose of people's purchase is not packaging, but the product in the package. The most effective way to accurately convey product information is to truly convey the product image. It can be fully transparent packaging, the window can be displayed on the packaging container, the product graphics can be drawn on the packaging, and a concise text description can be made on the packaging. You can print colorful product photos on the packaging, etc.
The "Xuelian" brand cashmere sweater has a "skylight" on the top of the carton package. The color and texture of the cashmere sweater can be clearly seen through the cellophane, which is convenient for selection. The "Diamond" brand stainless steel kitchen knife in Yangjiang, Guangdong, is packed in a carton with a fixed knife body, which is convenient for transportation and sales; the close-up photography on the box surface shows the sharp blade of the cross light; the bottom picture is vegetables and meat, attached The photos and descriptions of the kitchen knife's origin, history, quality, etc. make its long history and superior quality be truly and intuitively displayed, and are welcomed by customers at home and abroad.
Accurately conveying product information also requires that the grade of the packaging be adapted to the grade of the product. Covering or exaggerating the quality and function of the product are all failed packages. Ginseng exported from China was packed in sacks and cartons. Foreigners suspected that it was dried radish. Naturally, it was understood from the level of this crude packaging.
On the contrary, low-end products in gorgeous and expensive packaging will not attract consumers. At present, most of the small food packages on the Chinese market are very beautiful. The eye-catching colors, gorgeous patterns and silver glittering aluminum foil bags plus moving instructions have great temptation for consumers, especially children, but many times the bags The value of the food inside is far from the selling price, which makes people feel cheated, so the grade of the packaging must match the grade of the product.
According to the successful experience in the domestic and foreign markets, the packaging of high-end consumer goods used by high-income people is mostly simple, clear pictures, soft, elegant colors and high-quality materials; low-end consumer goods used by low-income people , The more obvious and brighter colors and pictures are used, and then the word "economical" is used. This is to make the product information accurately communicated to consumers, so that consumers understand.
Accurately conveying product information also requires that the shapes, colors, patterns, etc. used in packaging do not violate people's habits and cause misunderstandings.
For example, the use of packaging colors has such experience: butter is not sold in other colors without yellow packaging design, and coffee in blue packaging can not be sold, because people have long been fixed on the content of certain colors. For understanding, these colors can also be called commodity image colors. The image of the product comes from the product itself. The brown color represents tea, the peach color represents peach, the orange color represents orange, the yellow color represents butter and mayonnaise, the green color represents vegetables, and the brown color is derived from coffee.
Some are a psychological set, such as the relationship between color and taste. Japanese marketers have done some psychological tests. Consumers are asked to look at the boxes of two brands of curry to distinguish between sweet curry and spicy curry. Gurico curry is sweet, but 70% of people look at its red box and think it is spicy. The packaging of SB Gold's sweet curry is a yellowish color, and it is recognized by most people. Obviously, SB Gold's sweet packaging is understood by people, and it is definitely selling better than Gurico curry. In fact, the SB gold-flavored curry box uses a red and black packaging design. It was very popular when it was launched around 1965, and its stock price soared. This shows that the red and black design expresses the spiciness very clearly Meaning, and understood by consumers. Commodity image color is not complicated and profound, the average consumer can understand it very naturally.
Favor
That is to say, the shape, color, pattern, and material of the packaging should be able to arouse people's favorite emotions, because people's likes and dislikes play an extremely important role in the purchase impulse. Goodwill comes from two aspects, the first is the practical aspect, that is, whether the packaging can meet the needs of consumers in all aspects and provide convenience, which involves the size, size, and fineness of the packaging. The same skin cream can be in a large bottle or a small box. Consumers can choose according to their own habits; the same product is beautifully packaged and is easily selected as a gift. The poorer packaging can only be used by itself. When the packaging of the product provides convenience, it will naturally arouse consumers' favor.
The goodwill also comes directly from the feeling of the shape, color, pattern and material of the packaging. This is a comprehensive psychological effect and is closely related to the individual and the environment in which the individual is located. In terms of color, everyone has their own favorite and hated colors, which of course cannot be the same, but there are also common points. For example, most women like white, red, and pink. They are called female colors. The use of white and red in the packaging of women's products can arouse the ladies' love. While men like solemn black, black is also called male color, and the packaging and black for men's special products can be favored by men. Different nationalities have different favorite colors, known as national colors, Americans like yellow, and products that use yellow packaging are popular, such as Kodak color film, products of the world ’s largest construction machinery manufacturer Kadapila Company, Kurerolu ’s Cosmetics, sunscreen lotion by Marquez Fakuta, etc. However, Japanese people do not like yellow, and yellow packaging is often unmovable in Japan. Some people think that Americans like yellow because of their love for blonde hair, and because in the hot regions of southern states, the sun looks golden. We will not discuss the mystery here in depth. This national favorite psychology also changes relatively. We just emphasize that feelings of likes and dislikes can influence purchase behavior. In short, the shape, color, pattern, etc. of the product packaging should use types that can cause people to like it. This needs to be sought through various market surveys and psychological tests.
Three principles of packaging design
The so-called packaging not only has the function of protecting the product, but also has a positive promotional role. With the fierce market competition in recent years, more people are trying their best to make it play the latter role. Japanese scholar Ibuki Zhuo once proposed a principle of "sight, reason and goodness".