Massive advertising, establishing a corporate image, conveying product information, and increasing brand awareness are economical and efficient marketing techniques. However, this method is only applicable to certain leading brands, mature market operations, and just entering the brand market. Not suitable:

1. A huge amount of advertising has almost increased the cost of a new product market. New products have been introduced to the market. For each business owner in a fiercely competitive market environment, half of them are happy and half is panic: The product concept applies to the market. Whether the quality is passed or not, whether the marketing organization is perfect has not been tested by the market. Packaging, marketing, product development, and market development require huge financial support. Business owners need to reduce costs, reduce profits and calculate price competitive advantage, and then invest huge advertising costs. Obviously, the risk is greater than the opportunity.

Second, the small and medium-sized brand market needs to provide information directly to consumers, but now the media structure is more complex, and the communication space is not simple. We live in an era of “superficial information deciding to buy”. The flow of information and the flow of content forces consumers to cut their way through the noisy information that surrounds them. Consumers in this ocean of information, consumers can only organize certain knowledge through the collection of debris and take action. What they know is enough to deal with the use. To them, what they perceive is fact. The consumer information processing technology enables the manufacturer's product or service information to be confirmed once more at the collision point of final purchase and sales, so that the terminal sales promotion information collection information can be stored and the last straw can be purchased.

Third, changes in retail terminals, open stores, so that consumers ignore brand loyalty.

In the past, sales of cosmetics were concentrated in counters and shops of large department stores, and chain convenience stores and supermarkets, due to their vigorous development, were due in large part to the development of residential structures, the advantages of lower quality of large-scale warehouse supermarkets, and large foreign retail sales. The existence of the organization promotes the openness of shelves for cosmetics counters and the convergence of counters to automated sales. With greater freedom of choice, consumers are also vulnerable to the temptation of terminal layout and product form.

Packaging is the best advertisement

Packaging design is no longer considered a purely functional term. In particular, cosmetics, packaging has become a sales tool, is a tangible expression of brand value. In the field of cosmetics consumption, some consumers are very loyal, and it is difficult for a new brand to impress him. The communication strategy is first embodied in the packaging. We must demonstrate the product's product functions on the outer packaging, and at the same time establish a discerning packaging that fits the brand positioning and caters to the target consumer's mentality.

In the packaging market, the vast majority of color blocks are now the main form of identification.

Packaging should pay attention to the sale and display of goods on the shelves.

Packaging is the most direct communication between products and consumers. Therefore, the design must take into account the location and presentation of the product. A popular product, considering that more is used in large circulation places, such as supermarkets. This kind of terminal display is mainly based on open shelves. The best position is usually placed on the shelf, the second highest position is the waist, equivalent to 74% of the first best position, the third best position is the knee or waist, equivalent to the first best 57% of the location. However, we cannot predict where products will not be displayed when there is no brand awareness, but we can design to create the best display position.

Packaging allows products to be separated from other products without popular advertising support. For example, the product is aimed at the secondary market, and the terminals are mainly shops, small supermarkets, and shopping centers. The space environment is loose, allowing manufacturers to place cards, posters, and flags hanging from a prominent position. But in the first-tier cities, terminals are mainly large supermarkets and hypermarkets. There is no room for popular propaganda. Manufacturers can only attract consumers through clever packaging designs. Therefore, in the terminal market, there are already similar products and brands on the packaging, and there are also attractive tasks in the stores.

Good packaging can make the product unique, attract consumers' attention, and achieve impulse buying.