Abstract: Packaging refers to containers and other packaging used to hold goods. It is an integral part of the product. From the perspective of the relationship between packaging and sales, packaging has the function of advertising and promotion, and can be called a "silent salesman." The success of a product in sales depends not only on the product but also on the packaging.
Keywords: packaging, national culture, promotional design, component sales, promotion of goods, advertising goods,
Packaging can be called a â€œsilent salesman. The success of the product in sales depends not only on the product but also on the packaging. The worldâ€™s culture is made up of different ethnic cultures, due to natural conditions and social conditions. Different, different languages, languages, customs, ways of thinking, aesthetic concepts, etc. are all very different.Therefore, in the promotion of packaging design must take into account different spending habits, so that the design of packaging to do "as the Romans do," Immigration asked Professor Kotler, a US marketing scientist once pointed out that it is those companies that have achieved great success at home and overlooked national cultural factors, especially the low price and quality of many of China's export commodities. Good, but because the packaging is not suitable for the local ethnic culture and consumption habits, resulting in poor sales often occur, so we must pay attention to the study of this issue, so that the design of the packaging to adapt to the needs of the national culture of the place of sale of goods. Starting from different perspectives, the national cultural factors and Promotional equipment design analysis.
(I) National consumption habits and promotional design
Consumption habits refer to the unity of consumer psychology and consumer behavior. People pay attention to a certain consumer product and become interested in it. When they are satisfied with consumption, they gradually form a hobby for this type of consumer product. They often purchase and use it, thus forming a consumption habit. Therefore, consumption habits are often based on habitual psychology and sexual consumption behavior. Consumption habits reflect the unity of society and individuals, objectivity and subjectivity, reality and history under certain social conditions. â€œNationality refers to a stable community of common psychological qualities with a common language, a common region, a common economic life, and a common culture. Because of the different natural conditions, geographical environments, and political and economic factors of various ethnic groups, it has been gradually formed for a long time. Different nationalities have different national cultures, languages, and languages, and thus the psychological qualities of different ethnic groups are also different, and the resulting consumption habits of different ethnic groups are also different.Therefore, the design of commodity packaging must vary depending on the sales region and country. "The dragon is a symbol of the Chinese nation and is also a favorite image of many Southeast Asian countries. Britain, however, hates the "dragon." Our people are accustomed to seeing the owl as an ominous thing. They are also very sick of snakes. In some European countries, animals such as owls, snakes and lions are commonly used as packaging patterns and signs. They think that the owl is a symbol of wisdom. Italians are jealous of the use of chrysanthemum as a trademark for goods. Common packaging patterns are roses, small plums, violets, and lilies. Europeans prefer a round shape, while the United States, Australia and Singapore people like ovals or hexagons. The French think that the spades pattern is a symbol of the dead, so the peach has become an ominous thing. Both French and Belgians like simple patterns and do not like mixed patterns. The British are jealous of decorating elephants as merchandise and like the panda design. Due to the atrocities committed by the Nazis during World War II, the vast majority of countries in the world banned the symbols of the Nazi or Nazi regiments. Some countries in North Africa are jealous of trademarks that use dogs as commodities. The most taboo in the Middle East uses ten patterns. The Red Triangle is a poisonous sign in the Czech Republic. The Green Triangle is a "free sample" in Turkey, and the triangle in the world is generally a warning sign.
(II) Ethnic religious beliefs and promotional designs
About 60% of the worldâ€™s population believes in religion. Religious beliefs greatly influence peopleâ€™s consumption psychology and lifestyle, such as eating, wearing, using, and living. Although packaging designers themselves may not necessarily believe in religion, they must understand the significant influence of religion on human life. Whether it is a packaging design or the use of a trademark, it cannot violate religious taboos. For example, India and Arabia believe that Islamic regions do not use pigs as trademarks or decorative designs. An import-export company in China sells Panda brand condensed milk to Pakistan. The locals do not welcome them. After understanding, they do not know that the quality of condensed milk is not good. The problem lies in pandas and pigs. More similarly, consumers think this is a shame on Islam. Our people like the panda, a precious animal, and many of its products are pandas as trademarks, but they cannot be sold to regions that believe in Islam. Like the national flags of the world, the patterns of the stars are all five-pointed stars, except that the Israeli flag is a six-pointed star. Therefore, countries and regions that believe in Islam prohibit the use of goods imported with hexagonal patterns. India regards cattle as gods and prohibits the use of cattle as a motif.
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