Definition and function of packaging
Views：9383 Date：2020-05-11
1.1 Definition of packaging;
It can be said that from the day the product was available, there was packaging. Packaging has become an inseparable part of the production of modern goods, and has become a powerful weapon for the competition of various businesses. Various manufacturers have used "new packaging, new listing" to attract consumers, rack their brains, and spare no effort to change their products in consumption. The image in the mind of the person, thus also enhancing the image of the enterprise itself. Just like the record company created a new brand for the singer, and used a new package to change its image in the fans' hearts, nowadays, packaging has been integrated into the development, design and production of various products, and almost all products need to be packaged. Only then can the commodity enter the circulation process.
The understanding and definition of packaging are different in different periods and different countries. In the past, many people believed that packaging was for the purpose of rotating circulating materials. It was a means and tool for wrapping, bundling, and containing items. It was also an operation activity when packing and holding items. Since the 1960s, with the popularization and development of various optional supermarkets and stores, the packaging has been dominated by the safe circulation of the original protective products, and it has suddenly turned to the role of salesperson. People have also given new meaning to packaging And mission. The importance of packaging has been deeply recognized by people. For the definition of packaging, it is defined in the Advanced Chinese Dictionary:
1) The action or process of bundling things into packages or putting them into containers
2) Things that package commodities, that is, covers, envelopes, or containers that cover; specifically refer to protective units used when storing or transporting commodities. In the 1983 national standard of China, packaging is defined as: Protect products, facilitate storage and transportation, promote sales, and apply certain technical methods and other operational activities in the process of containers, materials and auxiliary materials used in certain technical methods. In other versions of teaching materials, there are also definitions for packaging: " To ensure that the original state and quality of the commodities will not be damaged and affected during transportation, flow, transaction, storage and use, and a series of technical means adopted for commodities is called packaging. ”Although the definition of packaging is slightly different in each country and region, it is based on the function of packaging.
1.2 The role of packaging
1.2.1 Protection function; Protection function is also the most basic function of packaging, even if the product is not damaged by various external forces. A product needs to be circulated many times before it can enter a shopping mall or other places, and finally reach the consumer. During this period, it needs to go through loading and unloading, transportation, inventory, display, sales and other links. In the process of storage and transportation, many external factors, such as impact, humidity, light, gas, bacteria, etc., will threaten the safety of the goods. Therefore, as a teacher, before you start designing, you must first think about the structure and materials of the packaging to ensure the safety of the goods in the circulation process.
1.2.2 Convenience function; the so-called convenience function, that is, whether the packaging of the goods is easy to use, carry, store e68a84e8a2ade799bee5baa6e997aee7ad9431333365643535, etc. A good packaging work should be based on "people" and be considered from the perspective of the consumer. This will narrow the relationship between the product and the consumer, increase the consumer's desire to buy, and also promote the trust of the product. Communication between consumers and businesses. I think that when people buy canned beverages, they like the thrill of a "pop" when they open the lid.
1.2.3 Sales function; In the past, people often said that "the wine is not afraid of deep alleys", "first-class products, second-class packaging, third-class prices", as long as the quality of the products is good, you can worry about not selling them. In today's increasingly competitive market, the role and importance of packaging is also well understood by manufacturers. People have felt that "the wine is also afraid of deep alleys." How to make your products sell well, and how to make your products jump out of the dazzling shelves, is not enough to rely on the quality of the products and the bombing of the media. Because, in various supermarkets and self-selected stores that have sprung up like mushrooms, the direct packaging for consumers is the product itself. Good packaging can directly attract the attention of consumers, so that consumers have a strong desire to buy, so as to achieve the purpose of promoting smoothness. Imagine that a certain product, in the media, portrays it as incomparably miraculous, regardless of its function and appearance, and it makes people feel tempted to listen to it. But when you get something, what comes out of your vision is a rough package, which is full of thick "earth" smell and "greasy" smell, the color is dazzling at a glance, and you will produce it A sense of trust? I'm afraid your first thought is whether the media has made a mistake and the advertising is so good. Before I opened it, I was disappointed. Today, many smart manufacturers and planning companies have listed packaging as one of the company's 4P strategies (position market, product products, package packaging). Incorporating packaging into CI will not only promote its products, but also enhance its own corporate image.
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