There will not be such a demand for it. In principle, in any smaller city, take my native Irkutsk, all this is also there, all layers. But not when we are talking about very small cities, I am not even talking about villages. There, no one considers the packaging design as a product marker, because the same milk may not always be a necessary product - they can go and get taiwan phone number lookup it from a cow. There is a completely different understanding and knowledge of how it should all be.
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- For example, we produce butter. In the city, we pack it in one pack. For the countryside, we pack it in polyethylene bags, because it is cheap and cheerful. For the luxury segment, we make some special elite packaging. Does it make sense to diversify the product image in terms of packaging if we are just entering the market?
There are certain evaluation procedures for this – focus groups, for example. They help to understand what will work for different segments. But business starts every day, and most of them, as we know, close. A small group survives, which either already has experience, or is lucky (which happens rarely), or is properly prepared.
– In general, what do you think should be the design of product packaging for segments with different income levels?
In the cheap segment, buyers don't care about the packaging design at all. The price is important. But again, you need to track how cheap the segment is and what kind of product it is. The middle segment is the quality/price ratio. It is important to support the quality with packaging and keep the price at an acceptable level so that nothing discourages a person. The premium segment is very small, and buying butter in the premium segment is difficult to predict. Perhaps the high price strategy will work, and a person will buy something more expensive. And on Rublevka, for example, it is not the owner of the house who goes shopping for groceries, but the person who cooks. Accordingly, this is the same middle segment.
You can do it cheaply and simply - but there will be a complete rejection at the low segment level, and in the middle and high, on the contrary, it will work. You always need to test.
- Let's say we already have a product with a simple design on the market. We know that it has a certain sales level. Is it worth making a new packaging design , making some additions and changes, changing the box to interest the audience more? Or could it, on the contrary, scare them away?
This decision should primarily come from the level of sales. If sales are declining, falling and causing concern, then one of the options for the solution may be new packaging. Perhaps the layer that bought has disappeared or moved to a more modest or high segment. Then you need to restructure and return your audience.
Large brands are constantly doing something, changing, to generate new interest, to engage different audiences. Five new options come out, four die, and only one remains in the line.
Of course, a new packaging design is always a very risky step. And for young companies, the joy is in doing the design once, developing a brand book and corporate style , and then following it.
– What then should be the strategy of a person who comes to a creative agency and says that he needs product packaging design?
I would say this: start with the consumer. Create a clear portrait of him: gender, age, field of activity. It is important to indicate where and when he makes purchases, as well as their frequency. Some goods are needed every day, while others are purchased once a month or only on holidays, etc. Then the agency offers several options for packaging design, and they are tested in focus groups.
As a result, you get valuable feedback. Yes, such studies seem too expensive to some, but without them, the company essentially relies on luck. In addition, available tools can be used to collect information. For example, some products are given to random people, and they must express their opinion. In this way, we get feedback without spending a lot of money.
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