Young people are the focus of The Times, is the most active, the most vibrant force, but also the main force of current consumption. Therefore, the main target group of the product is young people, and the product marketing is mainly aimed at young people. Research shows that this generation of young people pay more attention to the pursuit of their own personality, "what I use", "what I wear", "what I eat" is the best interpretation of their own personality and values. Personalized packaging can help brands quickly establish a connection with young people, arouse young people's sympathy, and establish a deeper and longer consumption intention.
First, material and texture
Plastic is the most common material in packaging, simple and generous, cost-effective. But the cookie-cutter design method leads to serious homogeneity. Can try to blend in natural material in the packaging, wood, straw, bamboo, clay, cloth, hemp, paper, etc., can be trying, material through own skin texture, color, texture, the person gives on the vision and touch in different aesthetic enjoyment, it has both visual and tactile awareness, in packaging design has a strong expressiveness, bring brand-new visual experience to consumers.
Considering the practicability and cost performance of plastic, the plastic packaging can be printed in the printing process with the texture and color of natural materials, and the texture of the packaging can be artificially created to increase the first impression.
Second, strengthen the personalized visual impact
To reflect the personalized packaging, creating visual impact is essential. According to a survey of psychologists, 83 percent of brand memories are visual, 1 percent auditory, and 3 percent tactile. Color plays a very important role in packaging design. Therefore, packaging can use color to create impact, not necessarily a separate color, clever color hedge more personality. "Multicolored black" although it is a word that makes fun of Party A, but also reflected the theme of personalized design. For example, Nestle Coffee launched a large guest reward activity on the traditional Chinese Mid-Autumn Festival, "Colorful choices, Nestle Courtesy". More than a dozen products not only changed into the traditional Chinese red coat packaging, accompanied by the full moon of the Mid-Autumn Festival graphics and words, so as to become a unique bright scenery in the fierce moon cake war.
Third, emotional value
Young people pay attention to personality and self, all the things related to "me", can attract their attention. Therefore, to interact with consumers and arouse their emotional value is also the design direction of personalized packaging. Angus, analysts have pointed out that let consumers to participate in the design, selection and production of products, it can be very effective to pull the interaction between brands and consumers, make consumers better to participate in the experience of brand and product, this engagement and the time and experience, can make the product in the consumers' mind become unique, Young people will regard the brand side as a "person" and even actively seek to establish a closer connection with the brand side.
If the brand can meet the needs of target customers while also telling stories that match their values, these customers will not only re-purchase the brand products, but also unconsciously share the brand concept when interacting with others, which will achieve excellent marketing results.
