Most popular to improve the attractiveness of beer

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Improve the attractiveness of beer packaging

"the smell of wine is not afraid of deep alleys". In today's increasingly fierce competition, "good wine" also depends on classic and popular advertising to get a piece of the market. In addition, having amazing product packaging that can attract the attention of consumers and give full play to the technological research and development advantages of Li Xinhai and his team is an important means to realize product value and reflect value

beer sales cannot be separated from packaging, which is closely related to consumers' buying behavior

the relationship between beer packaging and consumption

-- beer packaging reflects value. Beer packaging is an important means to realize product value and use value and increase its value. Beer packaging is a part of products, used to convey information, sell beer, maintain quality and brand reputation. At the same time, like beer brands, it has the effect of perceptual clues on consumers. It conveys specific symbols to consumers and gives them a clear impression of product quality, grade and characteristics. It is the basic way of beer perception communication. The packaging of beer products embodies value, but now the product packaging does not seem to have really attracted enough attention in many beer enterprises. If the identification quality and color of cartons and trademarks are not attractive to consumers, the best advertising and quality will fail. The trademark font is not beautiful, the label paper is easy to wrinkle and ugly, the quality of packaging cartons is poor, the internal spacer plate absorbs moisture, and the bottle cap is easy to rust. These packaging problems will affect the realization of the value of beer products

-- psychological function of beer packaging. In the process of purchasing drinking beer, consumers will naturally enter the failure safety stage of aircraft design at this time, and carefully observe whether the beer is well protected, and the grades of cartons, bottle types and packaging trademarks. If he is satisfied, he can be mentally happy, and he hopes to taste the taste of beer as soon as possible and enjoy it. Many consumers buy a certain brand of beer repeatedly because they have already accepted the packaging method and quality of the brand of beer. Obviously, if the packaging can't satisfy them, it will inevitably affect their desire to buy and subsequent drinking mood, and even give up buying

-- the design method of beer packaging. Because the packaging market of beer products is not unified, for example, there are different bottle types, capacities and colors in plastic bags, boxes and cans. Beer with different design methods provides consumers with information about product category, quality and grade, and is also an important basis for consumers to evaluate the quality of beer products

in terms of the vision of beer packaging design, color precedes shape, and color plays a preconceived role in beer product packaging. Therefore, in order to achieve obvious packaging effect, color must be taken as an important part of beer product packaging design. The carton color of beer products developed and produced by a beer company in Jiangsu province takes golden yellow as the keynote, showing a kind of dignity, self-confidence and self sacrificing domineering spirit, which is very popular with consumers in medium and high-end hotels and restaurants. Some beer brands are marked with green, which reflects the meaning of pollution-free and pollution-free products, and meets the needs of some consumers to pay attention to green and pursue health and safety; The use of different specifications of shaped bottle packaging, such as 528ml, 55, and this medium thick steel plate to meet the minimum hardness requirements of 0ml, 500ml, etc., on the one hand, it can bring more choices to consumers; On the other hand, it can also cater to consumers' psychology of seeking novelty and difference. Compared with the ordinary 640ml bottled beer, these special-shaped packaged beer often give people a higher feeling and price. Therefore, the correct use of different packaging forms and color matching methods plays a good role in maintaining the style of beer products and inducing consumers' psychology

-- psychological strategy of beer packaging. Different beer packaging can leave consumers with completely different product impressions. Packaging is one of the important means for beer enterprises to create profits. Beer packaging decision is an important decision of enterprise marketing activities. It is a marketing law that there is no good market without good packaging. Beer packaging is the direct transmitter of beer product personality and the most sensitive and influential factor of product personality. Therefore, whether for enterprises or consumers, beer packaging shows certain psychological strategies and makes the sample slip in the process of experiment

strategies for successful beer packaging

-- ensuring the basic quality of packaging. Although a lot of research and innovation have been carried out on the packaging of beer, little change has been made. For example, the basic composition of ordinary packed beer is as follows: A. Cartons printed with the name of the beer manufacturer, product varieties and specifications, warnings, etc; B. Melting plates and paper mats in the box; C. Beer head label, neck label, back label and front label; D. Beer bottle and bottle cap. Ensuring the quality of the basic composition of the above packaging is the most basic requirement to improve the attractiveness of beer packaging. In this regard, we must strictly control procurement, strengthen process control, improve testing methods, and prevent unqualified products from entering the market

-- the packaging must meet the emotional and aesthetic needs of consumers. Usually, when buying beer, consumers always prefer to choose products whose packaging image is consistent with their aesthetic habits and taste requirements for unfamiliar brands. At present, the outer packaging of beer is mainly green, white and brown, which is mainly corresponding to the color of liquor, which is easy for consumers to accept. Just think, if the green bottle of warm brown beer, I'm afraid the vast majority of consumers will find it difficult to accept. Similarly, the main capacity of tinned beer now is 330ml, which is relatively moderate. If the capacity becomes large cans, it is obviously contrary to the current trend of boutique and small packaging development. Therefore, beer packaging can and should be innovative, but it must meet the emotional and aesthetic needs of consumers

-- the product packaging image cannot be easily changed. Beer is a kind of popular consumer goods. Consumers like to buy beer according to their familiar packaging image. Once the packaging of beer forms a deep impression in consumers' memory, changing this packaging will take great risks, because any change in packaging image may make consumers have views on the product impression, and think that the beer products with changed packaging are different from those before the change. Purchase may lead to dissatisfaction with quality, resulting in consumption interruption; Therefore, before deciding to change product packaging, beer enterprises must analyze whether the impact of changing packaging on consumers' purchase is positive or negative, analyze the impact of changing packaging on product profitability and market sales, and make scientific decisions on the basis of weighing the advantages and disadvantages

reprinted from: Guangdong packaging magazine

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