bài thảo luận đề tài how to design a package to attract customers

Ensuring the package design aligns with the brand image and values………2.. Brand Recognition: Effective packaging design helps establish andreinforce brand identity.. INCORPORATING BRAND I

TRƯỜNG ĐẠI HỌC THƯƠNG MẠI KHOA TIẾNG ANH

BÀI THẢO LUẬN

ĐỀ TÀI: HOW TO DESIGN A PACKAGE TO ATTRACT CUSTOMERS

HỌC PHẦN: Tiếng Anh thương mại 1.2

MÃ LỚP HỌC PHẦN: 231_ENPR4911_03

Giảng viên hướng dẫn : Mai Tuyết Nhung

NHÓM: 2

HỌC KÌ I NĂM HỌC 2023 – 2024

Cộng hòa xã hội chủ nghĩa Việt Nam Độc lập - Tự do – Hạnh phúc

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BIÊN BẢN HỌP NHÓM

I. Buổi làm việc lần thứ: 1

II. Nội dung cuộc họp

outline cho bài thảo luận

sau:

Nhóm trưởng, phân chia nhiệm vụ cho từng thành viên, hoàn thiện Word, tìm thông tin và trình bày nội dung phần VII

Tổng hợp Word, tìm thông tin và trình bày nội dung phần III.1

3 Đỗ Trung Hiếu 22D170067 trình bày nội dung phần ILàm Powerpoint, tìm thông tin và

phần VI

Tìm thông tin và trình bày nội dung phần III.2

Trà Giang

phần V

Giang

phần II, lên outline thuyết trình

Hằng

phần IV

III. Kết luận

1.Tất cả thành viên đều tán thành với sự phân công công việc.Nhóm trưởng giao deadline cho các nhiệm vụ , thư ký có nhiệm vụ ghi chép nội dung vào biên bản cuộc họp

2.Nhóm trưởng đề xuất ngày họp tiếp theo 4/10/2023

Thư ký Nhóm trưởng

Cộng hòa xã hội chủ nghĩa Việt Nam Độc lập - Tự do – Hạnh phúc

***

BIÊN BẢN HỌP NHÓM

I Buổi làm việc lần thứ: 2

- Nhóm: 2

- Môn: Tiếng anh thương mại 1.2

- Địa điểm: Phòng họp trực tuyến Google Meet

- Thành phần tham gia: Tất cả thành viên nhóm 2, bao gồm 8/8 thành viên

II Nội dung cuộc họp

- Nhóm trưởng tổng kết lại tất cả nội dung của các thành viên, chỉnh sửa, sữa chữa bổ sung một số mục cần thiết

- Triển khai làm slides cho các phần trình bày

III Kết luận

Tất cả thành viên đều tán thành với sự phân công công việc Nhóm trưởng giao deadline cho các nhiệm vụ, thư ký có nhiệm vụ ghi chép nội dung vào biên bản cuộc họp

Thư ký Nhóm trưởng

Lê Hà Giang

TABLE OF CONTENTS

ACKNOWLEDGEMENT

INTRODUCTION

CONTENT

I. INTRODUCTION OF PACKAGING ……….

1.Importance of packaging design ………

2 How packaging can create a first impression………

II. UNDERSTANDING THE TARGET AUDIENCE 1. Importance of knowing customers ………

2. How to research and understand customer preferences…………

III. ELEMENTS OF AN ATTRACTIVE PACKAGE DESIGN…………

1. Color ………

2. Typography ………

3. Imagery ………

4 Material………

IV. INCORPORATING BRAND IDENTITY………

1. Ensuring the package design aligns with the brand image and values………

2. Using logos and brand colors effectively ……… …

V. PRACTICAL CONSIDERATIONS………

1 Functionality………

2 Sustainability………

VI. TESTING THE DESIGN………

1. Getting feedback on the design………

2. Methods for testing package design………

VII CONCLUSIONS………

First of all, we would like to express our sincere thanks to Thuong mai University for bringing the Business English 1.2 subject into our curriculum In particular, we expressed our deep gratitude to the subject lecturer - Ms Mai Tuyet Nhung for teaching and imparting valuable knowledge to us during the past learning process With your lessons we have gained additional knowledge for ourselves This will certainly be valuable knowledge for us to use English for our jobs in the future

This subject – Business English 1.2 is interesting and extremely useful Ensure the provision of knowledge, practice skills, associated with the actual needs of students who are studying in the English Faculty Although we have tried our best, it will certainly be difficult to avoid errors and many inaccuracies because of our limited knowledge and the lack of our experience in conducting this discussion topic Please consider and provide suggestions to improve our discussion

We sincerely thank you!

Nowadays, with the strong development and integration of the economy regionally as well as globally, companies have to change to catch up with customers’ demands and stay well in competitive markets That is the reason why most firms or groups always have to research and develop new products, be creative to find out new methods and approaches to attract customers and convince them to buy products Only the attractive innovation in products does catch the customers’ eyes And of course, designing good packaging plays an important role in attracting clients to buy products while they are on shelves among others Therefore, we conducted discussion and make presentation with the topic: “ How to design a package to attract customers”

I. INTRODUCTION OF PACKAGING

influencing their purchasing decisions

Here are several key reasons why packaging design is important in this regard:

a. First Impression: A well-designed package can create a positive and memorable first impression, capturing the attention of potential buyers and making them more likely to consider the product

b. Brand Recognition: Effective packaging design helps establish and reinforce brand identity Consistent packaging across a product line or brand builds recognition and trust among consumers

c. Safety and Protection: Packaging design must ensure the safety and protection of the product during transportation and storage

d. Convenience and Functionality: Easy-to-open, or eco-friendly packaging can enhance the overall customer experience and satisfaction

=>> Packaging design goes beyond aesthetics; it's a strategic tool that can significantly impact a product's success in the market A well-thought-out packaging design can captivate consumers, convey brand identity, and drive purchasing decisions, making it a critical element of marketing and product presentation

2 Packaging creates a first impression by serving as the initial point of contact between a product and a potential customer

a. Visual appeal: Colors, graphics, and typography all play a role in catching the eye and conveying information about the product A visually attractive package can draw people in and pique their interest

b. Consistency with brand promise: Packaging should align with the brand's promise and the expectations it sets

c. Materials and texture: The choice of materials and textures in packaging can communicate various messages

d. Cultural and regional considerations: Packaging should consider cultural and regional norms and preferences What works well in one market may not be

as effective in another, so adapting packaging to local expectations is important for making a positive first impression

=>> Packaging is the "face" of a product, and it has only a few seconds to capture the attention and interest of a potential customer A well-designed package considers these factors to create a memorable and positive first impression, which can lead to increased sales and brand loyalty

II UNDERSTANDING THE TARGET AUDIENCE

To design a package that attracts customers, it is crucial to understand the target audience

expectations, thereby offering suitable products and services

right audience, and optimize the marketing budget

and adjust in time to avoid lagging behind competitors

To research and understand customer preferences, you can follow these steps:

a Conduct market research: Start by gathering information about your target audience through surveys, focus groups, or interviews This will help you collect data on customer preferences, their likes and dislikes, and any specific requirements they might have

b Analyze industry trends: Stay updated with current market trends and the packaging designs of your competitors Analyzing successful packaging strategies in your industry can provide insights into what works well and what doesn't

c Utilize social media and online platforms: Monitor social media platforms and online communities to gather feedback and insights from your target audience Participate in discussions and engage with your potential customers to gain a deeper understanding of their preferences

d Test and iterate: Develop prototypes or mock-ups of different packaging designs and test them with a sample of your target audience Collect feedback and

make iterative changes based on their responses This process allows you to refine your design and ensure it appeals to your customers

By thoroughly understanding your target audience through research and analysis, you can design a package that truly attracts customers by appealing to their preferences and needs

III ELEMENTS OF AN ATTRACTIVE PACKAGE DESIGN

1 Color:

Color of package design plays an important role in attracting customers Most customers are attracted by products due to their prominent colors when being displayed on the shelves at first sight The colors will not only stand out the products from others but also remind customers of brands Therefore, manufacturers have to design the suitable colors with the products, the class of customers, culture, age,society… to attract the customers’ attention For example, The Coca Cola brand - the renowned soft drink brand is very political to design the red package- the color is famous for the luck in Tet holiday in Asian’s Culture and so that this brand is attractive to a number of customers to purchase

2. Typography

I totally agree that the layout of packaging is very significant in fascinating the customers It must be designed in appropriate font and size Both of them need to

be easily understood and good- looking to fit in the size of packaging, but make enough specialty to be more noticeable It must be big enough to hold consumers’ attention, and fit enough to not cover the image of products.Of course, each person has different hobbies, and opinions, but the font and size should be suitable to each part of customers For instance, the products for kids are able to

be added the jolly stickers or font, but no for the elderly

3. Imagery :

Imagery in package design refers to the use of visual elements, such as photographs, illustrations, graphics, and icons, to communicate the product's features, benefits, and emotional appeal It's an essential aspect of storytelling and capturing the consumer's attention

a. Product photography : High-quality images of the product itself are crucial These images should showcase the product from multiple angles and in different use cases to help consumers understand what they are buying

b. Lifestyle imagery : Lifestyle images show the product being used in real-life situations This helps consumers visualize how the product fits into their lives and the benefits it offers

c. Icons and graphics : Icons and graphics can convey information quickly and succinctly For example, icons representing product features or certifications (e.g., organic, gluten-free) can communicate important details at a glance

d. Emotional appeal : Imagery should evoke emotions that resonate with the target audience Whether it's a sense of excitement, comfort, nostalgia, or trust, the imagery should connect with consumers on an emotional level

4. Materials

The choice of materials for packaging is a critical decision that significantly influences the overall attractiveness and functionality of the package design It involves selecting the type of substrate (the material the package is made from) and any special finishes or treatments

a. Substrate : The choice of material can vary widely, including paper, cardboard, plastic, glass, metal, and even wood The selection should align with the product's nature, brand image, and intended use For example, high-end cosmetics often use sleek glass packaging, while eco-friendly products may opt for recycled and recyclable paper

b. Transparency : Transparent or translucent packaging materials can showcase the product itself, allowing consumers to see the contents This can create a strong visual connection between the packaging and the product

c. Sustainability : In today's eco-conscious world, the use of sustainable materials or emphasizing recyclability can make your package design more attractive to environmentally conscious consumers

d. Special Treatments : Incorporating special treatments like foil stamping, embossing, debossing, or spot UV varnishes can add visual interest and highlight specific design elements, enhancing the overall package's aesthetics

IV INCORPORATING BRAND IDENTITY

To ensure that packaging design aligns with the brand image and values, it's important to consider the following:

brand's overall image and values This includes considering the use of graphics, typography, and overall aesthetic that align with the brand's personality and target audience

b Consistency with brand identity: The packaging design should be consistent with the brand's visual identity, including its logo, color scheme, and overall style This helps to create a cohesive and recognizable brand presence

c Emotional connection: The design should evoke the desired emotions and perceptions associated with the brand This can be achieved through the use of specific imagery, messaging, or storytelling elements that resonate with the target audience and reinforce the brand's values

2 Using logos and brand color effectively

To effectively use logos and brand colors, consider the following:

packaging design, ensuring it is easily visible and recognizable Consider placing the logo in a strategic location that enhances brand recognition

consistently across all packaging designs This helps to maintain the integrity and legibility of the logo, reinforcing brand recognition

c Brand color usage: Use the brand's color palette consistently throughout the packaging design Incorporate these colors into various design elements, such as backgrounds, borders, text, and graphics Consistency in color usage helps to reinforce brand recognition and create visual cohesion

By ensuring that the packaging design aligns with the brand image and values, and using logos and brand colors effectively, businesses can strengthen their brand identity and create a cohesive and impactful packaging experience for customers

V PRACTICAL CONSIDERATIONS

logo, bright and outstanding colors because distinctive and eye-catching packaging help your products stand out on the shelf from other comparable products

product by the consumer Easily opened cans, reusable boxes and packaging which require no tools or minimal effort can increase sales and make your product more appealing Understanding how your products are consumed, including where and when, will dictate how your packaging is designed Speaking to your consumers through market research is a great way of understanding accessibility needs and trends

2. Sustainability:

Choosing packaging that is 100% recyclable reduces your products impact on the environment while showing to consumers that your brand is proactively making a difference, and it may be the deciding factor in the purchase choice