Lubricating oil packaging design image of "enrichment" II

4, consistency of packaging design style

All kinds of products produced by the enterprise adopt the same features such as the same pattern and similar colors on the package appearance, so that customers can easily recognize that this is the product of the same enterprise. This packaging strategy is called a similar packaging strategy. Serialized product packaging appears in the market terminal as a group visual body, which occupies a large space. If the design strategy is unified, using the same pattern and color, it will make people have a sense of integrity, have a strong visual impact, and can remind Customers, this is the brand's series of products. The best match here is Castrol's diesel engine oil series.

This packaging style allows most companies to accept, many companies for the sake of production convenience and help customers identify corporate brands, using the same series of products using the same shape and color packaging, such as the same series using the same tank type, with the tank Colors are used to distinguish grades. Consistent consistency is achieved by using the bottle's background. ... The specific levels of the products are different, and they are simply distinguished by different sticker colors and descriptions. This will make the packaging serialized and integrated.

5, packaging and competitive products to form a difference

In the current packaging design of various products, large-scale plagiarism, imitation, and the use of products make the product image more and more similar, the product packaging can not be effectively differentiated from the competitors, the customer's first impression is poor, the brand packaging Loss of opportunity for innovation. In our lubricants industry, in the automotive oil market, many people will be positioned as their own packaging after a certain modification of others' packaging. This kind of design, though convenient, will often cause customers to misunderstand that it is a certain product. A brand's sub-products, even look down on the company, have no level of plagiarism. Mobil's tank type allows other companies to copy "N" times. Castrol and Shell cans are often models of "false foreign devils" brands. In related industry exhibitions, at first glance, there is another one. Mobil or "Shell" came. The so-called patent application nowadays is not ideal for creative protection of packaging design. As long as there are more than seven changes, the patent law will have nothing to do with it. Therefore, packaging should be differentiated from competing products to attract customers' attention. In product packaging design, we must pay attention to the design of similar competitive products, and we must jump out of the shadow of others' designs. The style of packaging should have certain self-characteristics. To produce a visual effect that stands out from the crowd, don't let people see it. The feeling is "who is coming again." At the trade show, the “unified” packaging design with refueling nozzles has made everyone accept that there are other companies that use this similar shape of packaging. The audience will automatically say, “Is this not a uniform can?” Your product makes people's first impression misunderstand for other brands, what kind of feeling would you have? What's more, the industry's colleagues are too lazy to change. For example, Jiangsu's Long X brand packaging is exactly the same as BP's. Road X brand and Shell are indistinguishable. Guangdong's Land X card and Castrol are sisters...

6, packaging should be able to help customers identify products

Brand awareness is the premise of consumption. It is only a rough or unclear impression in the mind of the customer. Under this impression, when the customer encounters the company or brand, it will have a kindness. This kind of familiarity will often give customers a sense of identity, shorten the time for customers to make decisions when purchasing products, and quickly make purchase decisions. It can be said that without brand recognition, it is almost impossible for customers to identify and purchase your products. Packaging helps customers identify products. At retail terminals, when a customer does not know the quality of a product, and there is no other basis for judging its quality, it often depends on the impression of the product packaging to decide whether to purchase it. Taking Castrol as an example, the “Mag” product bottle was attached to a small gecko on a piston covered with oil droplets, which illustrated the product's characteristics.

7, the product name is easy to remember

1. The brand names and logos on the packaging are clearly highlighted to facilitate customer identification.

Design eye-catching logos and brand names, and make the fonts clear. This is the key to successful packaging. The packaging of SK products is very successful. It enlarges and highlights the image of “ZIC” on the front. The impact on human vision is very strong. People see this logo. No matter where they are, the first reflection of the mind is that it is SK's products.

2. The visual communication of packaging and advertising should be the same to facilitate customer identification.

The overall vision of the packaging and advertising vision should be the same as the visual communication of the packaging and advertising in order to facilitate customer identification. Now a large number of product packaging, and the information conveyed by the advertisements do not form an organic overall image, leading to a decrease in the recognition rate of the products by the customers, and it is even more difficult for the brands to “sit on the mark”, causing chaos, confusion and mutual interference in the visual communication. The design of the "unified" product has a very good publicity portfolio. The packaging of the series of products under the red-yellow tone is integrated with their advertising image. At a glance, it is known as its brand. Some domestic brands imitate its design, only to make customers feel ridiculous.

The principle of visual unification should be applied throughout packaging and advertising, organically using the composition and deployment of shades, and strengthening the brand features so as to give greater impetus to product sales. For example, the font on the package and the headline or slogan of the advertisement are in the same font and color, which is easy for the customer to identify, and allows the customer to repeatedly memorize, enhance the recognition while enhancing the memory.

3, the packaging style to maintain a certain continuity.

Packaging should be a sign that helps customers to recognize and distinguish other products, so product packaging generally has relatively fixed materials, colors and patterns to show its uniqueness and distinguish it from other similar products. In general, customers can understand brands, manufacturers, and product specifications through their perceptions, understandings, and memories of product packaging. In the future purchase activities, the main contact with the packaging product is to identify the product. You can directly trigger the customer's purchase behavior, saving customer purchase time. The general automotive lubricants brand has maintained a very good, but the motorcycle oil product is to use the rapidly changing and updated packaging to attract customers, the brand's characteristics are not very ideal. Therefore, in the lube market, it is often through the use of automotive lubricant products to create and conquer the success of the brand, but did not hear which one is because motorcycle oil products have become famous in our field.

4, product names try to use Chinese, less use of digital and English

Nowadays, many brands often make a mistake. They think that consumers are ignorant and use digital or English to dress themselves up as high-tech or high-end products, but forget that anyone is afraid to deal with numbers. For example, a certain brand in Qingdao and a certain brand in Foshan name products based on 550, 770, Dulxo, and other names that people can't read. The markets of these two companies before 2001 were all more than unified, and now One is steady and down, and the other is lingering. The same problem has also occurred in international brands. Look at Eif, Total, Rishi, SK, etc. who did not start the market and have committed this "disease," and the disease is still light.

The most regrettable is the sun lubricant, which was synonymous with city taxi oil 99 years ago. It can be slow to adjust. When Shell hits through the simple “Luluda”, “Red Heineken” and “Huang Heli”. In the market, it gave up the urban market. Now it has fallen into a third-rate brand and has not seen it in the mainstream market of the city.

(to be continued)