Packaging Design Management Process

[Chinese Packaging Network News] Packaging design encompasses both the internal and external packaging, as well as accessories like handbags, brochures, labels, and transport packaging. It involves a comprehensive approach that integrates creative concepts to meet consumer expectations. A well-positioned product packaging design that aligns with consumer psychology can significantly help a company stand out in a competitive market. This is a crucial element of marketing strategy that no business can afford to overlook.

As one of the largest domestic manufacturers of donkey hide and related products, our company has a comprehensive package design management process. This system ensures standardized product packaging design, review, and listing, providing products that comply with legal regulations and are practical for production and marketing purposes.

First, our marketing or new product development department determines product positioning based on the company's strategic plan and market research. During the early planning phase, factors such as the age group and occupation of target consumers are considered, along with the selling points, features, and pricing of similar products. This helps define the visual identity and typography of the new product packaging, ensuring clarity and competitiveness in the market.

Next, the planned product positioning is passed to the design department or an external design firm to develop visual communication strategies and packaging structure designs. To ensure high-quality concepts and multiple options, the design team typically presents a variety of ideas. This allows for thorough evaluation of feasibility. In the later stages, a broad range of stakeholders are involved in reviewing the drafts, and revisions are made accordingly to ensure smooth production of the packaging.

Then, the final design is reviewed using 3D computer simulations to test and improve the packaging structure. At this stage, we also focus on enhancing anti-counterfeiting features and making them user-friendly. These features go beyond traditional methods like holograms or phone verification; they may include dark printing or other innovative techniques to protect brand integrity and prevent counterfeiting.

Finally, a small-scale trial run of the finalized packaging design is conducted. The market research department performs trial marketing and collects feedback through surveys. This data is then shared with the marketing or new product development teams, allowing for final adjustments before full market launch.

Ultimately, packaging design is executed by our suppliers. We have strict criteria for selecting packaging partners, not only considering their quality and scale but also their production standards, cost, delivery time, and flexibility. Two key aspects are also essential: first, the overall service level, including support for procurement materials that we may not be fully familiar with; second, the supplier’s willingness to address quality issues proactively. Although the external packaging is often designed by a professional studio, some minor adjustments may still be required during actual production. Therefore, having an in-house design team is a critical factor when choosing a packaging supplier.