寒风踏雪 发表于 2006-8-2 23:07:29

九步打造完美包装——中小企业品牌建设的第一步

<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: center; mso-pagination: widow-orphan" align=center><SPAN style="FONT-SIZE: 16pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 华文细黑; mso-bidi-font-size: 10.0pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">九步打造完美包装——中小企业品牌建设的第一步</SPAN><SPAN lang=EN-US style="FONT-SIZE: 14pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 华文细黑; mso-bidi-font-size: 9.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 华文细黑; mso-bidi-font-size: 9.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;<SPAN style="mso-spacerun: yes">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN></SPAN><SPAN style="FONT-SIZE: 11pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 华文细黑; mso-bidi-font-size: 9.5pt; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">崔洪波</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 20pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan; mso-char-indent-count: 2.0" align=left><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">对于中小企业而言,没有大的预算作广告或者公关,但是做品牌的动机和需求是一样的。在这种情况下,从一点一滴开始着手品牌建设无疑是明智之举。而包装设计无疑是品牌建设中至关重要的一环,也是打造静销力,提升品牌形象的关键一环。然而,中国中小企业众多,真正意识到包装设计重要性并且把其作为营销上关键一环的却并不多。因此,务实一点的讲,品牌塑造和传播的第一步是包装设计。广告可以及时调换,而包装却不容易做到,一般更换周期比较长,所以一旦一个差的包装出来,不仅无益于产品的销售,而且很有可能会造成进一步的经济损失。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;<o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">那么,作为一个新品牌或者新产品,如何作包装设计呢?笔者总结了如下九个步骤,希望能给大家起到抛砖引玉的作用。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;<o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第一,做好品牌或者产品定位;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">如果是新品牌,那么要思考好品牌定位,品牌传递的价值主张以及品牌调性问题。如果是老品牌的新产品,则要思考好做什么档次的,是否有别于原有产品的包装设计,是做产品升级、产品补充还是产品创新。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><BR></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第二,找好目标消费群;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">毋庸置疑,设计包装一定要假定一个目标对象,要思考什么是核心消费群,以及核心消费群的价值观和审美情趣问题。不论对错,一定要根据你所设定的消费者洞察,按照这个消费者洞察里的好坏、审美情趣以及购买习惯等设定一个假设消费者,你的目标就是为这个虚拟的消费者做一个理想的包装,这样你的包装设计才有了灵魂所在。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><BR></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第三,研究竞品包装,寻找区隔;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">寻找同档次、同品种或者相同价值定位的其他品牌包装,有竞品参照的,就参照,没有的话,可以参照同一个消费者选择的其他产品包装作参考。比如,你的目标消费者既可能是屈臣氏的消费者,也同时是依云的消费者,这点在包装上二者就是是可以相互借鉴的;在研究完他们包装设计之后,一定要在包装上建立并强化你的区隔点!除了包装形态不一样之外,还有可能是色系、人物、字体等等不同的区隔方式。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><BR></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第四,找到自己的包装风格和调性,并加以设计;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">这点很重要,也就是赋予你产品独特的价值主张和灵魂。你的包装要传递什么?想好了么,如果想好了就动手吧!</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><BR></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第五,突出和强调自己的独特卖点,做包装和陈列效果图</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">你的包装设计的灵魂和独特卖点传递了么?做效果图了么,在效果图的时候进行价值思考了么?</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><BR></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第六,打出样稿;做内部讨论或者消费者座谈会</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">效果图往往并不是最准确的,最关键的是做出实际的真实样子出来,然后包装一些,去比较,去不断审视。甚至可以为此组织一次目标消费者包装测试座谈会。第一眼感觉是你的品牌感觉么?是否有本品牌的核心印记,是否符合消费者的审美情趣。最关键的,不要光看一瓶,要放到货架上去感受和比较!不要担心欣赏者不够专业或者不够明确你包装传递的意思,永远要记住一点:好的包装自己会说话!</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><BR></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第七,测算成本,修改并做最后完稿</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">样稿打出以后,这里的窍门和技巧就很多了。笔者认为,重点技巧在于</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">“</SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">远看、近观、抚摸、对比</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">”</SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">远看,放在几米开外,看包装的特点是否依然明显,看包装的抢眼度,看包装的颜色搭配如何,看包装与竞品的区别是否明显。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">近观,看包装品牌名是否明显,色彩是否简洁明快或者饱和度,看包装材料的品质和档次,看关键要素是否传递清楚。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">抚摸把玩,就是从细节上看,是否会看出些破绽和问题来,有很多问题都是细节上看到的。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">对比,对比你的包装和竞品包装设计的细节处,比如品牌名的大小和识别性,比如产品名的设计、广告语的规划、独特卖点的表现方式,规格的表现手法,重要事项的提示等等。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">最重要的,别忘记测算你新包装的成本,有很多时候,虽然我们知道成本会增加,但是对于好的包装成本增加的幅度还有可能准备不足,容易错收不足,临阵换包装,就不容易把握品质了。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第八,正式采纳并开始使用</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">前面的问题都考虑完了,那就可以采纳并试用了。建议包装第一次印刷够用即可,因为这里面有很多变动因素,比如国家标准的变动,配方配料的改动,以及实际使用过程中发现的问题等,如果一次印量过大,虽然单位成本降低了,但最终很有可能因为不可抗力会最终浪费一些包装物,实际上并不划算,同时,首次印量够用性原则,也可以避免包装真正失败所带来更直接的损失,便于及时更改和调整方向。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><BR></SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">第九,检验和修正</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 170%; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 10pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ascii-font-family: Verdana; mso-hansi-font-family: Verdana">包装在具体使用过程中,要注意倾听销售人员以及具体经销商的意见,以备修改。修改的过程可重复上述步骤。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 9.5pt; COLOR: #444444; LINE-HEIGHT: 170%; FONT-FAMILY: Verdana; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"><o:p></o:p></SPAN></P>
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ghzhou88 发表于 2006-8-3 10:48:59

<p>LZ非常专业,九部法如果能够很好的实施,不仅对中小企业,其实对大型企业一样的有效。</p><p>小小的补充是:产品的名称在包装之前可能要好好地研究。我们见到太多驴头不对马嘴、空洞无物、土里土气或者牵强附会的品牌名称,这是中小企业的一个通病。有了好的名称,LZ的包装策略才会锦上添花。</p><p>另外,既然LZ是专业人士,能否举例说明以上观点,这样会更加直观,传播效果也会更好。</p>

寒风踏雪 发表于 2006-8-3 11:43:51

<p>命名测试应该是在品牌包装设计之前,可以单独写文章讨论的!那里面学问的门道也很多!近两年企业负面命名的确实不少,比如娃哈哈的“乳娃娃”和“爽歪歪”,即便是个好产品,但是对品牌建设确是南辕北辙,可惜娃哈哈这些年什么都学会了,就没学会做一个百年品牌的基本道理。可能还需要悟道吧。。。</p>

jason1978 发表于 2006-8-12 09:00:43

<p>不错,不错。。。</p><p>可惜中小企业的营销人员往往连产品定位和目标人群都找不着,又怎么按照你下面的去做呢?</p>

寒风踏雪 发表于 2006-8-13 20:53:44

<p>呵呵,所以才要一步一步培养阿。首先要掌握方法,然后一步一步提升。</p>

fencer21 发表于 2006-8-30 09:27:47

个人意见,一个产品的具体包装的对企业品牌的作用是有限的。
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