A Study Of The Impact Of Systematic Packaging On Brand Value

The rivalries among various corporations are getting more intense due to thedevelopment of the globalization of the market-directed economy. Therefore it is crucial forany type of merchandise to have outstanding appearance in order to catch the attention of theconsumers. Companies are focusing more and more on the design and visual effects of thepackaging of their products. They believe that only the high-quality products with uniquedesign and appealing packaging will win the trust of the consumers.We often notice that the similar products share very similar design of the packaging. Theonly variations are the graphic design or the extra descriptions on certain products etc. Thistype of consistency in the package design is called systematic packaging design, and it isgaining popularities among all the manufactures.The first part of this paper provides an overview of systematic packaging design. It thenfocuses on the research and analysis of the influence of systematic packaging design on brandvalue. It points out that the creation of systematic packaging design plays an essential role inconnecting products, manufactures, and marketing. Through the visual design and packagingscience, it becomes clear as to the vision and mission of the companies together with theproduct features. The packaging design also provides innovative ideas for advertising,marketing and promotion of the products.More and more new products are being introduced to the market. Consumers are facingcountless options when choose the similar products all with fancy packaging andoverwhelming information. As a result, consumers favor the packaging design withstraightforward information that allows them to locate the products in a timely manner. Thepaper summarizes the methodologies of utilizing systematic packaging in enhancing the brandvalue. The two principles are fast recognizable feature and building trust-worthy relationshipwith the consumers. Any packaging design that follows the above two principles will allow itsproduct to stand out from all the other similar products so that the consumers will be ablelocate the product fast, which demonstrate the promotional functionality of packaging design.At the end of the paper, the author describes the current state and issues of systematicpackaging design in domestic market as well as the trend and future state. The conclusion isthat the product packaging design must follow rigid investigations and analysis of the product,the company and the market. It should also focus on the product functionalities and featuresas well as the needs of the consumer population. Based on the understanding of the product, the company and the market, the packaging designers will be able to develop a plan that istargeted, integrated and achievable.