The positioning strategy is a design strategy with a strategic vision,which has the characteristics of forward-looking,purposeful,pertinent and utilitarian ,but of course it also has limitations.Creative positioning strategy is the core and most essential factor of successful commodity packaging design.The following cosmetic packaging positioning strategies play a pivotal role in packaging design.

1.Market research

Before designing,provide sufficient background material for the idea.Select 5-10 kinds of similar products for comparative analysis of various requirements and give a detailed report. The physical information can provide photos or color sketches,such as category capacity,brand name,color,text,graphics,materials,structure,design concept,comprehensive review,etc.

The investigation of the commodity market and consumers is the preliminary project of packaging design and it is also the basis for the positioning of packaging design.The market and consumers are the most authoritative judges and accept of packaging.No matter how perfect the packaging design is,if it is not accepted by consumers,it cannot be adopted.If a packaging design manuscript is finalized,it must not be regarded as a success and it needs to be tested by the market.Only when good economic and social benefits are achieved can the conclusion of packaging success be drawn.

2.Differentiation of color difference

The differentiation strategy of product performance is to find out the characteristics that similar products do not have as the focus of creative design.Research on product performance is the first premise for a brand to go to the market and consumers.Some similar products have the same quality and their expression methods are also very similar.How to highlight the distinctive features becomes the focus of design.

For example: in the packaging design of cosmetics,most packaging designs are inseparable from red,orange,yellow,blue and other color effects.If you want to change this inherent colors systems in people's minds,the best way is to use large-area The product picture is used as a color differentiation effect to distinguish the packaging of similar products.

3.Appearance differentiation

The strategy of product appearance differentiation is to find the differences of products in terms of packaging appearance,packaging structure design,etc.so as to highlight the characteristics of products.In the application,there are as many as dozens of packaging structure designs for cosmetic glass bottles.Which structure to choose to highlight the characteristics of the product and form a strong visual impact will test the skill of the designer.For example: whether the glass bottle body is designed to be triangular,quadrangular or polygonal or cylindrical and special-shaped,whether the glass bottle cap is curved or flat,etc.

When choosing the appearance of the product:

1.The protection function of the product should be considered

2.Convenient functions should be considered

3.The beautification function of the appearance.

With the continuous development of the economy,the identifiable differences between products become more and more blurred and the differences in product use value become more and more negligible,so that consumers do not recognize it.On the contrary,the brand image of the product is becoming more and more important.

In the brand image strategy:one is to emphasize the brand's trademark or corporate logo as the main body and the other is to emphasize the serialization of packaging to highlight its branding.Using a unified form,unified tone and unified image to standardize those products with different shapes,different uses and interrelated products is not only a visual extension of the business philosophy of the enterprise,but also enables unprecedented communication of the information value of the product force.