Packaging of the hottest export commodities and wo

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Export commodity packaging and world folk culture (VI)

4. Export commodity packaging design should adapt to the development of world folk culture

4.1 non mandatory adaptation and improvement of product packaging

non mandatory adaptation and improvement of product packaging design refers to various improvements that enterprises actively make to product packaging design in order to improve their competitiveness in the international market and adapt to the non mandatory influencing factors of the target market. Changing product packaging design due to non mandatory factors is the key to the success or failure of enterprises engaged in international marketing. The influencing factors of non mandatory product packaging design change usually include the following:

4.1.1 adaptive change of culture

culture is an important factor that affects consumers' cognition of product packaging design and purchase behavior. Consumers in different cultural environments have different needs for product packaging design, which are mainly reflected in values, ethics, codes of conduct, religious beliefs, consumer preferences, and use patterns. The main obstacle to whether consumers in the international target market accept new products and new ways of behavior is neither the income level of products covering general plastics, engineering plastics, special engineering plastics, and other fields, nor the differences in natural environment, It lies in the cultural mode of the target market faced by the product packaging design. Putting a product into a cultural environment that does not need or even taboo the item, no matter how cheap and good the product is, and how well-known the brand is, it cannot win the favor of consumers. In order to make the products sold by enterprises meet the needs of the international target market, we should consider the habits, lifestyle, consumption value orientation and other aspects of consumers in the target market. When enterprises sell best-selling products in one cultural background to another cultural background, and want to change certain values, lifestyles and consumption habits of consumers in this cultural background, they must pay attention to overcoming the resistance that hinders change

4.1.2 the income level of consumers in various countries

the level of income greatly affects consumers' requirements for product utility, function, quality, packaging and brand. Consumers with low income usually pay attention to the requirements for the most basic performance of products, such as low price and durability, but pay less attention to packaging and brand. Consumers with high income level are more in pursuit of high-quality products, exquisite packaging, brand awareness, etc

4.1.3 different preferences of consumers

the different preferences of consumers in various countries are mainly determined by social culture and habits. The differences of consumer preferences caused by cultural influence are mainly reflected in the appearance, packaging, trademark, brand name and use mode of products, but rarely in the physical or mechanical aspects of products. For a marketing oriented enterprise, when it comes to the appearance style and taste of products, as well as the taboos of colors, patterns and words in packaging, it is necessary to do as the Romans do

4.1.4 the level of education in foreign markets is also a non mandatory factor for enterprises to change their products

consumers in developed countries have received more than 10 years of formal education on average, and grow up in a highly commercialized, industrialized and technological society. They have a high level of culture and are easy to identify, master and use technically complex products. In some poor and backward countries, consumers have limited education, and even many are illiterate. It is difficult for them to master and use technologically complex products

4.2 product packaging strategy in the international market

increase the degree of freedom of design in the international market - plastic parts are more competent to produce designs with complex shapes. Packaging design is a highly technical and artistic work, which should be beautiful, practical and economical. The specific requirements are as follows:

4.2.1 accurately transmit commodity information

countries around the world generally have clear regulations on the contents that should be marked on product packaging, such as production date, weight The enterprise shall truthfully indicate the shelf life, etc. In addition, the text, pattern and color on the package should be or contact the service project unit to push the drive software document, and the manual drive should be consistent with the characteristics and style of the commodity. Do not exaggerate the performance and quality of commodities such as descriptions and color pictures on the packaging. Besides gold and jade, the packaging with rotten catkins should be strictly prohibited

4.2.2 the packaging should be compatible with the commodity price

the value of the packaging should be matched with the commodity value. For example, high-grade jewelry should be equipped with high-end packaging to highlight the value of goods. If the value of the packaging exceeds the value of the commodity itself, it will cause consumer disgust, thus affecting sales

4.2.3 consider the needs of the international target market

the packaging of products entering the international market should consider the storage and transportation conditions of each country and region, the length of distribution time, climatic conditions, consumption preferences, sales conditions, environmental protection, customs, aesthetics, income level and national laws and regulations. For example, in some countries in Africa and Latin America, it is not suitable to use glass as packaging material due to poor road conditions. In some developing countries, packaged consumer goods can stay in the distribution channel for more than six months, while in the United States, it only takes two to three months, so the requirements for packaging quality are different. The packaging of food exported to tropical countries should focus on the quality assurance of products, so as to avoid the deterioration of products caused by hot climate environment. Packaging specifications also vary from country to country. In low-income countries, consumers are more accustomed to packaging in small quantities. In some countries, environmental protection advocates are very concerned about whether packaging materials cause environmental pollution. In addition, product packaging also needs to consider the needs of retailers in various countries

5. Conclusion

with the progress of world science and technology and the impact of the wave of industrial revolution, modern design has changed from the past who controlled quality to who controlled the world, to who controlled design and who controlled the market. The market competition of products has changed from the original price competition to non price competition, including commodity characteristics, after-sales service, commodity packaging, advertising, trademarks and so on. Nowadays, the world has already entered a new design era, and the seller's market has become a buyer's market. Commodities that lack competitiveness, characteristics and artistic taste are gradually eliminated by the market and consumers

the packaging design of export commodities should pay attention to adapting to the culture and customs of all countries in the world. We must fully understand and understand the preferences and taboos of consumers in all countries in terms of color, numbers, graphics, language, etc., constantly understand the development trend of international trade trends, understand the legislation of each target market, and the changes in consumer habits, so as to make the design suitable for the trend of the times. In addition, packaging innovation should be carried out on the premise of reflecting human design thinking and meeting market consumption needs, so as to improve product image and market competitiveness

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