2017-02-09

原創觀點

微信時代的產品包裝設計需將升級

近年來,隨著微信平臺的發展,微商城構筑日益完善,微信平臺的優勢逐步凸顯,相較于傳統電商平臺,具有平臺搭建成本低、搭建技術門檻低、產品準入門檻低、平臺后期運營費低的四大成本優勢,同時具有傳播迅速、自由度高、針對性強、品牌整體性強的四大推廣銷售優勢。可以預見,微信公眾平臺將是未來3~5年內的重要新興平臺。

目前許多大品牌,老品牌正處于激烈的市場沖擊中,也紛紛謀求升級轉型,相當一部分開辟微信平臺作為新的銷售渠道。而產品包裝設計也要相應的進行升級,使之更加符合企業需求。


1、整體設計風格年輕化

未來10~15年,市場消費主力為85后群體。整體年紀偏青,成長環境相對寬松,接受更多的外來文化熏陶,審美要求上更偏個性活潑,傳統設計風格過于老氣,易于失去市場關注度,可適當加入流行元素,打造時效性包裝。

2、注重與平臺的互動度

微營銷的主要理論基礎是直銷理論體系及營銷裂變原理,通過粉絲經濟帶動實際營銷經濟,對宣傳覆蓋的要求更高,且渠道更廣,朋友圈,公眾號,訂閱號,甚至通過好友私信均可傳播。產品作為品牌唯一與消費者發生作用的實體產品,成為了主要的線下宣傳途徑,除了與消費者進行良好的互動溝通,更是微平臺的引流渠道,包裝上添加二維碼將會是大勢所趨。

3、注重運輸性及保護性

網購商品主要通過快遞物流運輸,傳統包裝設計在長途運輸過程中對產品的保護性已稱為服務短板,尤其是快遞公司暴力運輸現象比比皆是,雖然部分品牌已開始組建自己的專用物流渠道,但高昂的成本稱為許多企業的發展瓶頸,依然需要依靠傳統的快遞服務商。可以預見,包裝設計從包裝材料上將采用抗壓性更強,密封性更好,剛性更強的材料,而傳統的紙板、玻璃容器將逐漸減少;包裝造型上將采用更節省空間,更利于大量堆疊的幾何構型。

杭州巴頓品牌設計是一個集品牌策劃、品牌設計、品牌管理為一體的高端品牌整合策劃設計團隊。我們杭州設計公司致力于為注重“企業形象”和“品牌氣質”的高要求客戶提供服務。主營:VI設計,LOGO設計,咨詢電話:400-002-6922。

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