The “promotional” role of packaging:
According to relevant data, consumers stay in large supermarkets for an average of 26 minutes per month, and the average browsing time for each product is 1/4 second. This short 1/4 second time is called a golden opportunity by industry insiders. In this short opportunity, packaging design becomes the only delivery window. It’s hard for us to imagine that a 50-year-old middle-aged person would take the initiative to buy a product with a rock star spokesperson’s photo printed on the package. Therefore, in this 1/4 second, the so-called “love at first sight” impression formed by the packaging style often influences the choices of most consumers.
As a silent “salesman”, packaging can touch consumers’ first impression and feeling in a short time, make consumers have a sense of identity and consumption desire, and better promote sales. , The content information of the product communicates with consumers through its own “language”.
The role of packaging for facial cleanser products:
In today’s Chinese market, many facial cleanser manufacturers are striving to establish their own unique brand packaging “imprint”. With the increasing number of men’s facial cleanser brands in the market, their functions are becoming more and more comprehensive, and the coverage of consumption levels and age levels is becoming wider and wider. , the importance of packaging is also highlighted. A good art design is equivalent to the “face” of a brand, which has a strong boost to brand building. At the same time, the text description on the package is also very important. It is the most direct channel for consumers to know the facial cleanser products. The text on the package is the product effect that consumers know. It can even be considered that consumers may recognize those words, rather than the real effects of facial cleanser. These effects may be subtle, but their functions must not be ignored.
Packaging elements that attract consumers:
According to relevant surveys, more than 80% of men expect that cosmetics can provide products in the middle state of skin toning and moisturizing, which can reduce the “troublesome” experience during use while achieving dual effects; and among all respondents, Almost no one cares about toning and moisturizing products with glass packaging materials. Transparent or translucent polyester packaging materials are more popular among men.
At the same time, men pay more attention to the “eye relationship” of appearance and the “pleasure” of smell. For men, appearance is the first emotional element of men’s skin care products, and it is the element that shapes the “delicacy” of products and brings consumers closer to the “eye relationship” , and the appearance design that men are most dissatisfied with is heavy color, not fresh and other aspects. For example, whether the packaging can show its efficacy, whether the appearance is too simple, and whether it can attract consumers.
For men’s facial cleanser products, consumers are more concerned about whether the appearance is “made for me”, whether the product has a non-slip design, whether the color is in line with the functional theme of the product, whether the details are in place, and so on. These details are the “sensitive points” reflected on product packaging that can most affect consumer choices, regardless of product functions.
Post time: May-29-2023