电商时代快消品包装设计的策略之变

目的探讨在电子商务及重视顾客体验的趋势下,快消品包装的设计策略。方法比较快消品包装在传统零售终端与电商B2C平台中的功能重心,结合对当前消费需求趋势的分析,探讨电商快消品包装的设计策略。结论电商快消品包装设计策略的重心,需要从以识别力为核心的"货架竞争力"转向以创造消费体验为主,并主要从定位价值点、设计识别点、分析接触点、创造兴奋点等4个方面加以把握。

Strategy Changes for FMCG Packaging Design in the E-commerce Era

It aims to discuss the design strategy of FMCG packaging under the trend of e-commerce and customer experience. By comparing the difference between supermarkets and online stores, and analyzing the trend of consumer demand, the strategy for FMCG packaging design in the e-commerce era is found out. The focus of FMCG packaging design strategy in the e-commerce that should be adjusted from the shelf competitiveness to create the consumer experience. Here are 4 ways to get it: locate the valuable points, design the discernible points, analyze the consumer''s touch points and create the exciting points.