Packaging strategy and case analysis of the hottes

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Health food packaging strategies and packaging case analysis (Part I)

at present, the vast majority of materials used to package food and drugs in almost all countries in the world are plastic products, but people are worried that under certain medium environment and temperature conditions, polymeric monomers and some additives in plastics will dissolve and transfer a very small amount to food and drugs, resulting in acute or chronic poisoning, Serious will even cause teratogenesis and cancer. At the same time, because the world consumes a lot of plastic products every year, people throw them away after using them. Because plastic is difficult to decay, it also makes the environmental protection industry headache. Japan has made great achievements in this regard, especially because many food merchants have gradually abandoned plastic packaging

paper packaging has many advantages. At present, there are many kinds of food packaging on the market. From the perspective of environmental protection, there are recyclable and non recyclable; In terms of packaging materials, there are paper packaging, plastic packaging, metal packaging and glass packaging. Now plastic packaging has a large market share, but its production only pays attention to the safety and health of food, rarely considers environmental issues, and the pollution caused is also obvious to all. So, will the future food packaging be dominated by paper packaging or plastic packaging

in the modern packaging industry system, paper and paper containers occupy a very important position. In China, paper packaging materials account for about 40% of the total packaging materials. From the perspective of development trend, the consumption of paper packaging will be increasing. The reason why paper packaging materials take the lead in the packaging field is that they have a series of unique advantages, such as good processing performance, excellent printing performance, certain mechanical properties, easy composite processing, good health and safety, wide sources of raw materials, easy to form mass production, diverse varieties, low cost, light weight, easy transportation, and recyclable waste; The use of plastic as packaging material is an important symbol of the development of modern technology. With rich sources of raw materials, low cost and excellent performance, it has become the fastest-growing and huge amount of packaging material in the world in recent 40 years. However, plastic packaging materials used in food packaging have obvious shortcomings, and there are some health and safety problems and environmental pollution problems caused by packaging waste

consumers are inclined to paper packaging. Today, with people's increasing awareness of environmental protection, the requirements for packaging are becoming more and more "high", and packaging with recycled materials as raw materials is becoming more and more popular. The 100% recycled cardboard alliance of the United States has conducted a market survey, which shows that more and more American consumers require 100% recycled cardboard as the packaging of consumer goods

respondents: 400 buyers of consumer goods were randomly interviewed to investigate their views on environmental protection and companies that use 100% recycled cardboard for packaging. Survey content: People's awareness of environmental protection and understanding of recycled symbols on packaging, and compared five kinds of goods packed with recycled cardboard and new cardboard from three aspects of product packaging quality, product attraction and use performance. Survey results: more than half of consumers pay more attention to enterprises whose products are packaged with recycled cardboard. In the same case, they are also more willing to buy household consumer goods packaged with recycled cardboard

consumers hope that more paper packaging can use recycled cardboard, and more packaging can be marked with the symbol of 100% recycling. 85% of consumers believe that using recycled packaging materials is "conducive to the future of children", and 80% of consumers believe that buying 100% recycled cardboard packaging products is "making contributions to environmental protection"

consumers have a high evaluation of enterprises that use 100% recycled cardboard, and believe that enterprises that use recycled cardboard have a sense of environmental protection. In terms of product quality, attractiveness and performance comparison, more than half of consumers believe that there is no difference in quality between using recycled cardboard and using new cardboard for packaging, even if the former is better, and there is no big difference in product attractiveness

plastic packaging needs to be improved urgently. According to data, plastic fan housing first adopts 2-dimensional and 3-axis braiding technology to manufacture braided preforms, and the amount used for food packaging accounts for 1/4 of the total plastic output. It can be said that as soon as plastic used for food packaging appears, garbage will be generated. In supermarkets and shopping malls, many food packages are made of plastic. The plastic inflatable packaging of puffed food can prevent moisture, oxidation, fragrance, sunlight and extrusion, but such a large packaging is a great waste of resources; There is also the packaging of instant noodles. Plastic packaging is far more than the packaging of paper bowls (or barrels). The sales price of bowls or barrels of instant noodles in the market is generally higher than 1/3 of the sales price of packaged instant noodles of the same quality. However, because this packaging method is convenient to eat, especially when traveling, it can be eaten directly by boiling bubbles after opening the cover, and there is no need to bring other containers, so it is very popular with consumers

with the improvement of environmental protection requirements, it is necessary for consumers to eliminate backward packaging. The improvement of plastic materials is also a top priority. The food in the market segment can be packaged in paper, so as to reduce the waste of plastic and environmental pollution, which is also beneficial to future generations

I health food packaging design should change with the development of the market

how to better realize communication in health food packaging, the key points are as follows:

1. Pour out human emotional care

interactive personalized marketing has gradually become the mainstream mode of marketing, and personalized consumption puts forward higher requirements for health food packaging design. Today, when products are highly homogeneous, the packaging of products also has the phenomenon of "isomorphism". The health food packaging that some paper giants dare not purchase waste paper and pulp from overseas is not a picture or fancy, but depends on whether the packaging reflects respect for human feelings, affinity, and the taste and lifestyle of the target group in the design. Those pleasing to the eye and high-grade packaging are naturally favored. From this point of view, health food packaging actually undertakes the psychological treatment. It should reduce the psychological pressure of consumers and achieve the effect of swallowing. This requires designers to go deep into life and pay attention to the grasp of human nature when designing packaging

2. Fully display the characteristics of packaging media

health food packaging information is targeted and durable. We should make full use of the advantages of strong expressiveness and high reliability. However, the packaging itself also has many shortcomings, with excellent performance, such as poor flexibility, less information, slow transmission speed and so on. Therefore, comprehensive consideration and ingenious trade-offs should be made in the process of food packaging design. In order to make the final step of communication with specific groups in packaging, we must consider these characteristics that are different from other media, so as to explore the communication role of packaging as a media to a greater extent

3. Eliminate ambiguous areas

in fact, the concept of competition among enterprises has changed to the competition of the overall image of enterprises. The introduction of CI inevitably requires that the enterprise image can be expressed through packaging design. As a unique identification symbol, packaging can do this

with the gradual marketization of health food, many forms of health food seem too old, and have become an obstacle to communication with consumers. We should learn more from some new styles. For example, printing the brand logo of the enterprise on a transparent plastic bag is all the outer packaging of a French perfume. This kind of packaging conveys the connotation of "genuine goods" to consumers, and this brand connotation also drives the sales of products of similar brands. Health food packaging does not need to copy these practices, but it is necessary to introduce this concept

in fact, the expression of corporate image through packaging design is not only conducive to the spread of corporate image, but also reduces the expenditure of enterprises in advertising. More importantly, it strengthens consumers' recognition of society and its brand, thus realizing in-depth communication

4. Have global recognition ability

with the acceleration of international trade integration process, the packaging design of health food is required to reach the international level as far as possible and have the ability of global recognition. However, packaging design cannot be globalized for the sake of globalization. Any packaging design has its inseparable national traditional cultural background. "Only the national is the world", the packaging will be different only with local color, and it will be full of visual impact on counters and shelves. There are different views on how the packaging reflects the national style in theory and practice, but as long as we understand that its fundamental purpose is to better communicate with more consumers, we will not lose direction in the process of packaging design

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