In order to make products reach consumers intact from producers, they must go through certain packaging. Packaging has two meanings, one is static meaning, which refers to containers and packages that hold and wrap goods, such as wrapping paper and packaging boxes. The other layer is dynamic meaning, that is, the binding and dressing process of various commodities. The packaging mentioned here refers to its static concept.

Closely related to packaging is decoration. Decoration refers to the decoration and beautification of product packaging, including packaging patterns and additional instructions. Decoration beautifies goods through various colors.

Packaging and decoration are linked together. Decoration is an additional part of packaging. Although there is packaging but no decoration, it can protect the product, but it is not good for sales, because it can't show the beauty of the product itself and arouse consumers' desire to buy, so it can't play its due role.

From the market point of view, packaging is not only a formal part of the whole product, but also a very important part of the content. It has the function of protecting and improving the value of goods, and is convenient for enterprises and consumers to transport, carry and store, so it has the promotion function. Some liquid, gas and semi-solid goods are shaped by the shape of packaging, and consumers have the desire to buy through it. So be sure to do a good job of packaging.

In order to meet different needs and promote product sales, products can be packaged in different ways. There are two main types of product packaging related to promotion:

(1) According to the function of packaging in circulation, it can be divided into transportation packaging and sales packaging.

Transport packaging, also known as industrial packaging, is a packaging whose main purpose is to protect commodities and improve transport efficiency. Transport packaging is mainly used for means of production; Sales packaging, also known as commercial packaging, is a packaging whose main purpose is to promote sales. Sales packaging requires not only beautiful appearance, but also necessary decoration.

(2) According to the form of product packaging, it can be divided into single packaging, internal packaging and external packaging.

Single package, also called piece package, refers to the package on each product; Inner packaging refers to the packaging of several products; Outer packaging refers to the outer packaging of products. This division is just a general division, which does not mean that all products have such three kinds of packaging. Some products have no independent packaging but only internal packaging, some products have internal packaging without independent packaging, and some products have no internal packaging and independent packaging only external packaging. Independent packaging and internal packaging focus on facilitating sales and use, while external packaging focuses on protecting products and facilitating transportation.

2. Product packaging strategy

Different product packaging plays different roles in promoting product sales. Therefore, when determining the packaging of products, we must choose the appropriate packaging strategy. Commonly used packaging strategies include the following:

(1) Similar packaging strategy

Similar packaging strategy means that all kinds of goods produced by enterprises adopt the same shape, similar color and * * * the same characteristics in the packaging shape. The advantage of implementing this strategy is that it is easy to improve the reputation of enterprises. Save packaging design cost. However, if the product variety and quality of enterprises are quite different, this strategy should not be adopted.

(2) Variety and grade packaging strategy

Variety and grade packaging strategy means that enterprises adopt different packaging for their products according to varieties and grades. The advantage of adopting this strategy is that it can show the characteristics of goods and facilitate consumers' choice, but the disadvantage is that the design cost is high.

(3) combined packaging strategy

Combined packaging strategy, also known as "collocation packaging strategy", refers to putting all kinds of related goods in the same package. For example, table tennis, rackets and nets are all packaged for consumers to buy. The advantage of adopting this strategy is that one thing brings many things, which is convenient to increase sales. At the same time, because new products and old products can be sold together, consumers can unconsciously accept new products.

(4) Reuse packaging strategy

Reuse packaging strategy means that after the original packaged goods are used up, their packaging can be reused or used for other purposes. For example, empty cans, boxes and bottles can be reused or modified. The advantage of adopting this strategy is that it is conducive to inducing consumers' purchasing motivation, and empty packaging also has the function of advertising.

(5) Free packaging strategy

Gift packaging strategy refers to giving lottery tickets or physical objects on the packaging of goods or in the packaging. Adopting this strategy plays a great role in attracting consumers to buy and expand sales.

(6) Change the packaging strategy

Changing packaging strategy refers to attracting customers by changing the style, color and pattern of packaging frequently. This strategy is mainly used for those products whose product entities are closely related to packaging, especially those whose shapes are determined by packaging.