Commodity packaging should pay attention to cultural taste

Ms. Gilmer is an expert in brand positioning and image design in the UK. She has extensive experience and professional ideas in brand positioning, image building and packaging. To this end, in recent years, she has infused her design philosophy with high cultural tastes into her brand design consulting company, and has gradually established branch offices in London, England, Hamburg, the United States, Hong Kong and other countries and regions. Vodafone, Unilever, Amani and other well-known international companies to help them develop brand positioning, image design, brand integration strategy and brand identity design management plan. Ms. Gilmer once suggested that brand is not a commodity. It is a kind of cultural communication. This communication full of cultural tastes is embodied in the company's logo, product trademark, but also in the packaging design, the brand contains a lot of Connotation, it is a concentrated expression of overall experience.

Ms. Gilmer’s brand design has become a hot topic for multinational operations and countries in Europe and the United States. Brand positioning, brand management, image-building and packaging design are many of the current domestic enterprises are just a little shallow. concept. Many people's awareness of the brand still stays in the narrow aspects of the company's logo, product design, etc., but there is still a lack of understanding of the packaging's cultural taste and image as a corporate soul. They believe that as long as the designer pays a sum of money, it will give the company a bit of meaning or a more abstract logo, and then use this logo to advertise it so that consumers know that this is their brand. Especially in the product packaging, some companies understand the culture superficially as long as the packaging is fancy, there are tastes, many of the packaging is fragile and grandiose, and a lot of packaging materials are wasted. This kind of erroneous understanding of the packaging culture phenomenon is like selling vegetables that only need to be kept for a few days into foam packaging and plastic trays that can last for one year. Several moon cakes are packaged in several sets of boxes to be protected from the sun. Valuable goods, this so-called exquisite packaging, is not a scientific packaging with cultural taste. All these seemingly cultural and cultural practices have long caused the rebellious psychology of consumers and have been opposed by people of insight in all countries of the world.

Analyzing the price structure of modern commodities, it can be said that the proportion of prices formed by commodity packaging and the cultural value therein is increasing. From snack bars to food courts, from supermarket goods to brand clothing stores, consumers nowadays have to pay for the cultural brands included in various types of commodities, such as eating, wearing, and daily necessities. The trend of higher and higher cultural content of commodities has attracted the attention of many business operators. Brands that build products must be good at cater to the cultural needs of consumers, so that the added value of goods contains high cultural tastes and efforts are made to realize The integration of the material utility and spiritual and cultural values ​​of modern goods, in the trademark and packaging design, focuses on the unique image that R&D adapts to the pursuit of the new era. The design of trademarks and packaging, as an important part of the brand image, is an important part of attracting the attention of consumers and consolidating the buying groups, because only the external appearance of the products will determine the high quality of the products. It is not only a kind of cultural communication but also a carrier for disseminating brand information. Professor Robert Heisman of the Harvard Business School in the United States believes that: "Five decades ago, companies were price competitions. Today is the competition of quality, and the future is the competition in design." Products must be competitive in terms of price, must The unique shape attracts consumers, which includes both the internal factors of the product and the external image of the product. As long as these two factors are in place, companies committed to building brands can exchange cash in the market, and they can also affect consumers’ perceptions of corporate products and services, the future extension of corporate brands and services, and even business partners. Sustainability of future development. Therefore, corporate managers should pay more attention to the following questions: How to make their brands and packaging cultural quality and consumers closely linked? How to let the world know its own brand image, what kind of cultural taste to conquer consumers? As long as they win the favor of consumers, both international brands and local brands can be said to be successful brands.

Take the famous brand liquor "Xiangquan" as an example, it is the liquor culture brand that Xiangquan Group pays attention to the intrinsic and external cultural tastes. The Xiangxi people have a well-established culture of Xiangxi and have become famous in the world for their cultural celebrities such as Xiong Xiling, Shen Congwen and Huang Yongyu. To this end, Xiangquan people strive to build their own cultural tastes in the process of brewing wine. In addition to maintaining the tradition of Xiangxi wine culture in the brewing process and the recipe of distiller's yeast, the company strives to obtain the essence and culture of Xiangxi culture on brand packaging. The charm of Xiangxi culture. In designing the packaging, they asked the artist Huang Yongyu who went out from his hometown to design and package for “Xiangquan”. Huang Yongyu designed the bottle type of “Xiangquan” with deep understanding of the culture of Xiangxi. The pottery jars he designed are unique and unique, giving people a profound sense of history and cultural taste. This makes the “Xiangquan” wines unique in flavor, taste and beauty, and pure wine. .

After "Xiangquan", Xiangquan people launched the famous "drunkard" wine. Huang Yongyu, the master artist, once again designed a bunch of sack-type pottery packaging. After a thorough look at the customs of the local people, after careful taste, the beauty of its spirituality, elegant style, and graceful force leaped to an end. The shadow of the regional culture loomed in the meantime, allowing people to think of the strange land and water in Xiangxi's side, thinking about the people's customs there, and thinking about there. The paradise is like mountains and rivers. Tasting "drinking spirits" of fine wine has not yet opened the bottle and smelled the smell of full room culture; playing "drinking" packaging, it is immersive in its strong cultural flavor in the imagination. This is the charm of the brand packaging design, and its profound cultural quality accumulation, so that the brand is circulated with the culture.

It can thus be seen that some well-known brand enterprises in China have placed packaging design in the same position of product quality in terms of the popularity of their products, and have vented their cultural penetrating power on packaging, which can deeply impress and attract consumers. At the same time, this cultural concept will continue to provide consumers with a sense of identity and a well-established brand image, wherever you go, it will always be close to you and with you. Therefore, a good brand must work hard on packaging design and cultural quality. After the initial innovation and successful launch, it should be carefully conceived so that the personalized charm of product packaging can be fully demonstrated. Only in this way will the market open its doors and consumers will accept it without hindrance, so that companies can continue to move forward. This is also an unavoidable reality in the current implementation of the brand-name strategy.

Reproduced from: China Foods