Packaging products are used in all industries, so what are the concepts and functions of packaging for the big brand companies in the FMCG industry? What is the role of the label ?
Packaging concept and function of big brands
Packaging protection
Quality is the guarantee of products, quality is the life of the enterprise. If the packaging does not have effective protection, such as damage or scratch during transportation and storage, or broken products caused by falling, it is regarded as packaging and product. Insufficient protection; in addition, in the current e-commerce field with increasing channel share, the protection performance of packaging products is higher. In the longer and more complex logistics chain, ensuring that the goods reach the consumers intact will bring the packaging. More challenges.
Functional certification is considered an extremely important part of the packaging certification process in brand companies. All kinds of functions (such as drop, vibration, friction, etc.) of the product during the proofing stage must be certified. At the same time, many enterprises have included the test of simulating actual transportation into the scope of packaging function certification. The scope of the test is from small-scale test. From medium-sized tests to large-scale trials and final large-scale production stages, as well as post-production channel tracking, such as Shangchao, large warehouses, and e-commerce logistics warehouses. Therefore, the protection of the product is the primary task of packaging.
Package appearance display function
Another important feature of packaging is to promote sales. In addition to the necessary product texts as stipulated by laws and regulations, graphic design content such as well-matched color patterns and beautiful text expressions can enhance the appearance of the package. At the same time, the exquisite structural design combined with the function can also bring three-dimensionality and realism to the product. Of course, certain material processing techniques, such as The cat's eye craft for printing , using special paper, etc., can enhance the visual appearance of the product. Coupled with the popular two-dimensional code, one product and one code technology and AR technology, it can increase the customer's interactive experience and let consumers perceive content other than product identification information.
Packaging environmental mission
Many brand companies have proposed that while increasing product sales, energy conservation and emission reduction is also a key goal. Here specifically refers to the requirement to reduce carbon emissions. The main performances are as follows: First, in order to reduce the number of packages, the packaging that is irrelevant to the product protection function and appearance display can be eliminated and used, which is also beneficial to improve production efficiency; the second is to reduce the weight of the single-piece packaging, that is, weight loss, because Each fixed unit weight of packaging will produce a corresponding amount of carbon emissions during the production process, and lighter packaging, such as traditional hard packaging. Flexible packaging , the environment will be more friendly; third, the packaging can be recycled, such as site turnover cartons and cushioning materials for e-commerce channels, cleaning supplies and food hard packaging and refill (soft packaging), etc. These are regarded as the most direct material savings; the fourth is the recycling of packaging, using a single recyclable packaging, such as polyethylene film, polypropylene containers, iron boxes, etc., can be collected, processed and recycled for reuse; Optimization, such as water-based ink, uncoated carton, solvent-free glue or water-based glue. Environmental protection is a public good and a cause for every packager.
The finishing touch of the label
The label carries the complete product information and display effect, and also highlights the temperament and individuality of the product itself. It should be said that it plays a finishing role in product packaging. For the requirements of the label on the finished packaging, one is the quality requirement, that is, no wrinkles, no bubbles, no scratches, no burrs, etc., printing overprinting is accurate, no overlap, no ink leakage, no ink impurities, etc., fit Ok, no warping. The other is the new requirement of the information age, that is, carrying more product introduction materials, displaying them in the form of two-dimensional codes, connecting to the brand stories behind other products, introductions of similar products, etc.; and one is AR technology. That is, the consumer scans the product label and plays the previously recorded video photo file, so that the consumer feels immersive and integrates into the brand to improve the consumer's sense of presence.
Future label development trends
Labels are never the more expensive or the higher the cost, the better, but the more consistent with the brand positioning, the better the brand personality. Of course, the choice of labels is also constrained by the product's profitability indicators, which require a balance of materials, processes, and design in a limited cost space. However, the future label is a collection carrier for big data. It can integrate consumer usage data and omni-channel logistics data through RFID technology, and become an important resource for brand companies to facilitate further development of new markets.
The above content is selected from the 12th issue of Keyin Media's Label Technology in 2016. For more journal content, please pay attention to the journal channel .
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