What characteristics should good packaging have?

Release Date:

2020-08-08

Author:

1. Possessing sound scientific principles: This primarily means that, in the selection of materials and the design of the package’s form and structure, the packaging must effectively protect and preserve the product, seamlessly support operations throughout the logistics chain—including transportation, warehousing, and loading/unloading—and enhance convenience for consumers in terms of product use, portability, and storage. In other words, the packaging should safeguard the product through appropriate material choices and structural design, efficiently facilitate handling during transportation, storage, and distribution, and make it more convenient for consumers to use, carry, and store the product. Furthermore, whether the packaging materials cause environmental pollution and whether they can be recycled and reused are also important considerations.

1. Possessing sound scientific rigor

　　This primarily refers to packaging that, through the selection of materials and the design of its form and structure, can effectively protect and preserve the product, seamlessly support operations in transportation, warehousing, loading and unloading, and other links in the distribution process, and provide consumers with convenience in using, carrying, and storing the product.

　　This primarily means that packaging, through the selection of materials and the design of its form and structure, can effectively protect and preserve products, seamlessly support operations in transportation, warehousing, loading and unloading, and other links in the distribution chain, and enhance the convenience of product use, portability, and storage for consumers. In addition, whether packaging materials cause environmental pollution and whether they can be recycled and reused are also crucial considerations. The packaging industry is a scientific and systematic undertaking, and packaging design must accordingly take into account the scientific principles underlying each stage of the process—thus embodying the integration of art and science.

　　According to statistics from the foreign trade authorities, outdated packaging for export goods results in a yearly loss of at least 10% of the nation’s foreign exchange earnings. This clearly underscores the importance of sound packaging design for national economic development.

　　2. Possess design accuracy

　　The accuracy of packaging design is primarily reflected in the following aspects:

　　(1) The accuracy of information communication means enabling customers to readily obtain comprehensive product information from the packaging. This calls for a design that is concise and clear, with all essential design elements included; moreover, brand design should prioritize ease of recognition and memorability. Article 8 of the Consumer Rights and Interests Protection Law of the People’s Republic of China explicitly stipulates: “Consumers have the right to be informed of the true nature of the goods they purchase or use, or of the services they receive.” It goes without saying that most of these consumer rights are realized through packaging. Given that consumers differ in age, education, and life experience, design must take into account the characteristics of consumers at various levels, striving to create a style that is both targeted and broadly applicable, facilitating effective communication and remaining approachable and accessible.

　　(2) Accuracy in Market Positioning The primary objective of developing a new product is often to capture a share of the market in a specific segment. When designing the packaging, it is essential to align with this product-development goal by carefully considering questions such as: Who is the product intended for? Where will it be sold? In which markets? And how will it be sold? “Who is the product intended for?” refers to the characteristics of the target consumer group, including factors such as gender, age, and occupation. For example, packaging designs for children’s products differ significantly from those for adult products, and women’s products are typically styled differently from men’s. “Where will it be sold?” involves positioning the product based on regional market conditions. Different regions have distinct lifestyles, customs, and preferences, all of which influence packaging design. As for “where” and “how” the product will be sold, these considerations must take into account the sales channels and distribution methods—whether through retail stores, specialty boutiques, chain stores, or hypermarkets; whether via direct sales, promotional campaigns, mail-order, or online sales. Each of these factors can affect the form and appearance of the packaging—for instance, POP-style packaging is an excellent example of how multiple sales channels can be seamlessly integrated into the packaging design.

　　(3) The accuracy of grasping product attributes evolves over time as consumers naturally develop well-established perceptions and mental models for each product category, including aspects such as the form and color of packaging design. Concepts like “food color schemes,” “color usage in food products,” and “color application in industrial products” fall into this category. For example, in China’s food packaging, with the exception of a few niche products such as “black sesame,” extensive use of black and purplish-blue hues is generally difficult for consumers to accept. Therefore, accurately identifying and reflecting a product’s inherent attributes is crucial. In addition, every product has a specific price point aimed at capturing market share within a particular price segment. Some product lines are further segmented into high-, mid-, and low-end tiers to meet the needs of different price ranges. Each price tier imposes constraints on packaging costs, which in turn requires designers to precisely understand the product’s price positioning and appropriately estimate packaging expenses. Blindly pursuing aesthetic appeal in packaging design is unscientific; for instance, if a low-priced product is designed with an overly premium or luxury aesthetic—even when cost considerations permit—it is unlikely to succeed because it loses alignment with the product’s intended market positioning.

　　3. Cost-effectiveness

　　This refers to how packaging design can achieve protective functionality at a lower cost, making the package more suitable for handling during transportation, warehousing, loading, and unloading, while also providing consumers with ease of use. Take the product packaging of Honda motorcycles in Japan: it is hard to imagine that such heavy products are packaged primarily using corrugated cardboard—yet this is entirely the result of scientific, meticulously engineered design. Corrugated cardboard is very inexpensive, and designers have skillfully leveraged principles from physics and mechanics, along with the material’s inherent properties—such as excellent cushioning and ease of cutting and shaping—by incorporating small amounts of wood or metal components like fasteners. This approach not only ensures robust protection but also makes the package easy to open and use, thereby highlighting the cost-effectiveness brought about by thoughtful design. Lower packaging costs directly translate into enhanced product competitiveness.

　　Product packaging should adhere to the principle of matching the level of the product: mid-range products deserve mid-range packaging, and low-end products deserve low-end packaging—ensuring that the packaging delivers value commensurate with the product. Violating this principle of authenticity in packaging can negatively impact sales.