Packaging Design Management Process

[Chinese Packaging Network News] Packaging design encompasses not only the internal and external packaging of a product but also accessories such as handbags, brochures, labels, and transport packaging. It is a comprehensive approach that integrates creative ideas to support the product throughout its lifecycle. Accurate market positioning and packaging designs that align with consumer psychology can help companies stand out in a highly competitive market. This strategy is essential for any company aiming to build a strong brand identity and maintain long-term success.

As the largest domestic manufacturer of donkey hide and related products, our company has established a complete package design management process. This system ensures that all product packaging is standardized, reviewed, and approved before launch. Our goal is to provide packaging that complies with legal regulations, is practical for production, and effectively supports marketing efforts.

Initially, the marketing or new product development department positions each product based on the company's strategic direction and market research. They analyze target consumer groups, considering factors such as age, occupation, and purchasing power. At the same time, they evaluate key selling points, product features, and pricing of similar items to determine the visual identity and functional aspects of the new packaging. This thorough preparation helps ensure that the design reflects both the brand’s image and consumer expectations.

Once the product positioning is clear, the plan is passed to the design team or an external design agency. The focus here is on developing visual communication concepts and structuring the packaging. To ensure quality and flexibility, the design company should present multiple ideas and options, allowing for a comprehensive evaluation of feasibility. During the review phase, input from various stakeholders is gathered, and the design is refined accordingly to guarantee smooth production and implementation.

After the final design is selected, it is tested through 3D modeling to identify any structural weaknesses and refine details. Additionally, the design must incorporate anti-counterfeiting elements that are easy for consumers to verify. These may include holograms, QR codes, or other security features. This not only protects the brand but also enhances consumer trust in the product.

Finally, a small-scale trial production is conducted, followed by a market test and survey by the research department. Feedback is then shared with the marketing and design teams to make any necessary adjustments before full-scale launch. This iterative process ensures that the final packaging meets all expectations and performs well in the real market.

Ultimately, packaging design is executed by suppliers, and we have strict criteria when selecting them. Beyond quality and cost, we also assess their production capacity, delivery reliability, and service level. A supplier’s ability to understand and support our needs, as well as their willingness to address quality issues proactively, is crucial. Although our external packaging is typically designed by a professional studio, many packaging solutions still require minor adjustments during production. Therefore, having an in-house design team is a key factor in our supplier selection, ensuring seamless collaboration and high-quality outcomes.