Carton Packing: What the customer sees

How do European customers view carton packs? The results of the survey on the motivations of consumption of four typical packaging products by Mr. Helen Camosin of the Fur Motivforschung Research Institute in Vienna will give you a satisfactory answer.
Commissioned by the European Carton Production and Processing Association (Pro Carton), Mr. Helen Camosin of the Fur Motivforschung Research Institute in Vienna launched a wide range of motivational surveys on European customers' attitude towards carton packaging, and finally in eight European countries (Germany Surveys of 400 interviews conducted by Italy, France, the Netherlands, Spain, Sweden, Britain, and Austria. The survey involved four carton packs that used a wider range of products: frozen foods, detergents, cosmetics, and cakes.
One of the salient features of the face-to-face surveys conducted at the scene is that the objects (customers) being questioned are no longer confined to the evaluation of rational thinking, but are more concerned with their emotional and intuitive factors. . Because, as Mr. Camosin pointed out, "Customers choose the same goods not only based on their rational thinking, but also on their feelings. They regard packaging as an integral part of the product."
Considering packaging as a medium for the transmission of product information, that is, the ability to influence the purchasing behavior of customers, seems to be a matter of course today. On the other hand, the number of varieties of products and the information attached to these products have become numerous and numerous and numerous; customers are often confused by the large amount of data provided and cannot be used as a basis for selection. Therefore, the decision-making moment shifts to the sales site, where the actual packaging of the product largely dominates the customer's purchase behavior. When faced with a variety of product brands that look similar in all respects, it is packaging that makes the product stand out, along with the appearance of the product brand in the customer's mind.
This is why packaging has evolved into a complex set of systems today: it includes image signs, dimensions, colors, shapes, writing forms, images and materials, and other potential ways of communicating information.
Why is carton packing popular?
First of all, carton packaging gives people an orderly, safe and reliable impression, but also has a natural and original flavor. This package is easy to open, easy to handle, and easy to handle; especially effective in delivering product brand names and natural flavors; it does not give off a pleasant feeling: warm, breathable, and even scented. The product does not seem to be bound by packaging, but at the same time taking into account the surface film, solid and light effects; especially matched to a cultural atmosphere, is an ideal packaging for advanced products: complement each other, each other.
After further analysis, we inevitably compare the carton packaging with its strong competitor: plastic packaging. Compared with cartons, plastic packaging has a radical and modern atmosphere; cartons are often considered too traditional and lacking in change, especially in food packaging. Reasons why people prefer plastic bags include: unfettered, easy to extract, soft, extensible, waterproof, and modern. Although plastic bags are also indifferent, they are not even and are not good at conveying information.
But let us look at the specific findings. This result is divided into four parts by commodity:
Frozen foods Generally speaking, food packaging should show the content of the package to cause people's appetite, but at the same time it must have reliable security; it should not only deliver vivid information, but also give the food perfect protection. Such packaging must be practical, moderate in size and easy to store; it must also be included in the price as a convenient food.
In this product area, carton packaging has the following advantages: it can highlight the brand and product type; text is easy to identify, gives people a desire to open to see, easy to use for the elderly; the amount of packaging content is less, paper The box is easy for customers to hold.
But the negative side is also there. The moisture resistance of the carton is poor, and the package is prone to mildew; it is more suitable for the original product packaging, but it is not conducive to the packaging of prefabricated foods (cooked foods); transport and storage are not very convenient, and in this regard, plastic packaging can withstand extrusion.
Carton packaging is also very suitable for frozen foods under the following conditions: The quantity of packaging contents is small and the product demand is large; the original contents of the packaging contents are sweaty, and the products need to be supplemented with necessary instructions; the products are sold under a prestigious brand.
Evaluation:
* Overall, customers use carton packs for frozen foods to hold the following significant differences:
* The text on the packaging is readable, especially in countries such as Austria, Sweden, Spain and Germany;
* Dutch people have different opinions on whether carton packaging is beneficial to storage;
* People in the three countries of Xipan, the United Kingdom and Italy value the easy opening and closing of packaging;
* Carton packaging provides good protection for packaging content. People in Austria, Sweden, the United Kingdom and Germany also believe that carton packaging gives people a solid, reliable and stable impression;
* People surveyed in almost all countries think that cartons are associated with high-priced products.
Cosmetic cosmetics is a beautiful luxury product that is often imaginative; it is a craft that people clean themselves. Different from other products, different brands of cosmetics have a significant difference in design style. Therefore, the outer packaging also has a close relationship with the brand, and the carton packaging is to reflect all the connotations of the brand: hue, design style, pattern and surface texture.
Therefore, carton packaging has been favored by many famous cosmetics brands, especially when it is a gift, or when it is necessary to remind them of the correct method of use.
After all, carton packaging is not recommended for products that are purely economical and practical in order to realize the functional value of their products.
Pastry In the pastry package, the carton has an indisputable advantage: it preserves and maximizes the cheerful atmosphere that the cake brings. The fresh and delicious cakes, the tempting fragrances are all expressed through the package; the paper box is easy to open and pleasant, and it stimulates people's appetite. Similarly, the exquisite comprehensive impression of the carton packaging material adds a refined effect to the pastries: orderly placement, colorful exterior decoration, all dressed up as the best gifts, to meet the needs of customers.
Evaluation:
There are several different views on the use of carton packs for pastries:
* People in Germany, Italy, France, the Netherlands, and Austria value the protection of their products, especially for dessert biscuits. The carton packaging is very advantageous in this regard, it gives a firm and stable feeling, giving it a perfect protection of the packaging;
* Carton packs are not reminiscent of cheap and economical goods (UK, Netherlands, Spain, Austria),
* Carton packaging products are considered as genuine gifts (Germany, Italy, UK, Sweden)
Washing supplies People don't spend too much time choosing what kinds of cleaning products to buy, so an attractive packaging pattern, a reliable and safe product impression is very important. The main difference between different brands is the use of logos, not the performance of the product (the advantage of the product's performance is easily caught up and surpassed by competitors). Therefore, the packaging of washing products must rapidly convey information that conveys distinctive information, giving people a clean, neat and firm impression, and immediately reflecting the obvious relationship between product quality and price.
In this sense, the carton pack obviously has the following advantages: it is very conducive to establishing a brand image, and it is very convenient to transfer information quickly and neatly, store it, and use it.
Evaluation:
In short, there are two main points in the evaluation of the advantages of carton packaging in detergent packaging over plastic packaging:
* Customers in various countries have expressed great concern for easy access and storage of detergent packaging (open packaging, tight closure, and strong resistance to storage);
* In Germany, Italy, Sweden and Austria, the easy recognition of spelling on the packaging is an important factor in the selection and evaluation of products by customers. (Helen Camosin)