The quality of a bottle of beer, for consumers, the first thing to see is the packaging of this bottle of beer. Product packaging is not only the selling point of products, but also the highlight of the market. Novel and unique packaging is often the most easy to impress consumers. Therefore, beer companies must not only produce products that meet standards and quality, but also have dignified and beautiful trademarks and packaging, so as to make their products more attractive and competitive, and make their brands more deeply rooted.
The basic function of beer packaging
(1) Protection function. Packaging should ensure the safety and cleanliness of the product so that it will not be lost, damaged or deteriorated during storage, transportation and sales. This is the most basic function of packaging.
(2) Landscaping value-added features. Beautiful packaging style, vivid image and novel and unique decoration can set off the product image and increase the added value of the product.
(3) Promotion function. Packaging is a “silent salesmanâ€. Consumers can understand the product through packaging, arouse consumer interest, stimulate purchase motivation, and thus help expand the sales of goods.
Tips for winning beer packaging
(1) Highlight the theme. Beer packaging should highlight the product's features, styles and functions, and reflect the product's taste and marketing culture. Only the packaging that highlights the connotation of product quality can promptly and accurately convey product information to consumers, so that consumers can have a profound sense of intimacy and identity, thereby shortening the time for consumers to make decisions when purchasing products. Lead to rapid purchase decision. If the subject of the product packaging is not clear, it is almost impossible for consumers to identify with your business and purchase your product.
(2) The table is like one. The choice of packaging must be cost-conscious, and the cost and cost of packaging must be compatible with the value or quality of the product. General beer companies will have different grades of beer varieties. Different grades, their quality and value are also different, companies must use packaging materials and packaging and decoration to match their value, in order to properly highlight the inherent quality of products in order to facilitate the consumer's clear choice. We must not only prevent the occurrence of "first-class products, second-class packaging, and third-rate prices", but also prevent the "gold and jades from being outside of the market" and the behavior of "deteriorating."
(3) Clever use of color. In the packaging design of beer products, the use of color is also very important. In the market competition, it is necessary to make the products have distinct visual features that distinguish them from competitors' products, to be more tempting to appeal to consumers, to stimulate and guide consumers, and to enhance consumers' memory of brands. This is inseparable from the color design. use. Product packaging design, regardless of the pattern and color should fully reflect the uniqueness and style of the company. For example, Moutai Beer is an extension of the national wine brand. Its designers used the “national colorsâ€â€”red and yellow as the spokesperson for Maotai Beer and used the “national color†as the packaging keynote, to provide people with a noble and auspicious imagination space. Strong visual impact, so give consumers a new feeling. What needs to be pointed out here is that the pattern and color of the packaging should be adapted to the ethnic habits and religious beliefs of different consumers. This should be the case for beer brands entering the international market.
(4) Psychological strategy. With the improvement of people’s living standards, people’s consumption concepts and consumer psychology have undergone profound changes. People buy beer is not only to meet the physiological needs, but also to meet the psychological needs, and affordable product packaging reflects the product's cultural taste, to meet the changing psychological needs of consumers. This requires the beer company to match the personality of the consumer in terms of product packaging style, volume, weight, color matching, font and pattern selection, etc., to achieve the harmony of packaging and commodities in flavor, in order to provoke consumption. The consumer's desire to purchase and consume cultivates consumer loyalty to the brand.
The position and role of packaging in modern marketing activities are becoming more and more noticeable. As the famous American management master Peter Durac said: "The key to future competition is not what the factory can produce, but the value added by its products: packaging, services, products, user consultation, timely delivery and Everything that people value in terms of value.†Thus, the position of packaging in the overall concept of the product is increasingly important. Only by making packaging a competitive product can it be a successful package.