When it comes to innovations in domestic food packaging, one company must be mentioned: Nongfu Spring. Its products have won the Pentawards, known as the Oscars of packaging design, multiple times. Nongfu Spring has even been jokingly referred to as a "design company" by netizens. Moreover, Nongfu Spring's performance has been continuously rising, from 5.2 billion in 2010 to 15 billion in 2016. However, not all companies have achieved such results. Some companies have made significant innovations in their products and have also focused on product and packaging, yet they struggle to achieve similar returns in performance.

Is there a "first principle" in packaging design innovation? It seems that very few people are exploring this. Just like Ries sought the first principles of marketing, "On the Origin of Species" inspired Ries, leading to the creation of the book "The Origin of Brands," which explains the principles of brand birth. Is there a pattern to packaging innovation?

Good design is durable.

Dieter Rams, a representative of minimalism, said, "Good design is durable."

How did our ancestors drink milk? No, perhaps our grandparents never drank milk when they were young. It is only the prevalence of Tetra Pak that has made us accustomed to enjoying the taste of milk. The "Tetra Pak" may not be considered art, but it has truly changed our lives, providing convenience to billions of people around the world for over half a century, which aligns with the idea that "good design is durable."

When it comes to packaging design, consumers often first associate it with "beauty," but "convenience" and "quality" are equally indispensable, even prioritized over aesthetics. Packaging design has never been able to detach from craftsmanship.

For brands, the ultimate goal should be to be profitable and sustainable. Sustainability is significant as it allows for stable income, and it also means controlling costs (which seems to be a constant consideration for all brands today). The ultimate goal is not always easy to achieve. Before we summarize methods, let’s first look at which products we consider successful in packaging design.

According to the principle of "being profitable and sustainable," as consumers, there may not be many brands in packaging design that you appreciate and are willing to repurchase.

The illustration design is charming, and the four seasons of Changbai Mountain tell us that water comes from Changbai Mountain, with the imagery full of a fairy-tale feel suggesting purity. However, the fundamental reason I am willing to repeatedly purchase this product is that its bottle cap impressed me. This may be the first innovative bottle cap on a drinking bottle in the country, allowing for one-handed opening and closing, and there’s no need to worry about water naturally flowing out when tilted or inverted, greatly facilitating drinking on the go.

The first time I saw Evian Fruits & Plants online, I was smitten. The shape and color together convey a cute and soft image. I wonder how many consumers, like me, have been captivated just by this packaging. Besides the artful new packaging being fascinating, the brand's long history (over 200 years) and the backing of the Danone Group enhance consumer trust in Evian.

Why is it a packaging rather than a product? Because this packaging represents far too many products, countless.

The taste of "Earth Water" itself is nothing extraordinary, but what’s important is its technological feel in packaging, the diamond-shaped bottle design, and the comfortable grip, with "ergonomic design and convenient on-the-go drinking performance." When I learned about the scientific humanization behind a packaging, drinking the water inside felt more "high-end."

Subsequently, I found that a large number of products on the market are using this packaging, including the globally popular coconut water Vita Coco, which also started with Tetra Pak. Currently, over 50% (the actual number may be higher) of coconut water on the market uses Tetra Pak packaging.

Hi! Milk.

If it is said that being fixed to Tetra Pak for design is very limiting, then perhaps your imagination is not good enough. Mengniu's Hi! Milk has embarked on a brand journey based on this packaging! I haven't personally experienced it, but it was very impressive at first sight. What do you think?

The successful packaging designs above can summarize how packaging design influences individual consumer decisions.

Four elements to create a lasting product.

If we compare products to the mutual attraction and trust between people, then "it starts with looks, falls for talent, and remains loyal to character" is an apt metaphor. "Looks" attract consumer attention, substance resonates with consumers, and quality forms consumer loyalty.

First, the connotation of packaging depends on the connotation of the brand.

Packaging design is a means and extension of the brand, which means that the connotation of packaging originates from the connotation of the brand.

The packaging design of any product cannot be independent of the brand itself. If the brand itself lacks connotation and does not have a "heart-touching story," then the packaging is like a castle in the air; no matter how good the design is, it becomes an independent piece of art.

Why say "Guilin's landscape is the best in the world" and "after visiting the Five Great Mountains, one need not look at other mountains"? It is the literary ink that endows products with cultural power, multiplying their value. When products and functions compete on the same level, culture plays a decisive role.

Some may argue that a certain product achieved significant sales growth due to innovative packaging, and I believe this does have a stimulating effect. However, for a product to sustain stable growth or maintain its sales position, it needs to rely on the brand; otherwise, packaging is just a one-time marketing event, and after the heat fades, sales will plummet.

Therefore, before optimizing packaging design, priority should be given to shaping the connotation of the brand, as packaging can also play a role in reinforcing that connotation. Whether packaging itself can turn the tide remains to be seen.

Second, packaging design should have continuity.

We see many packaging designs on the market that damage their own brand image. When the text bottle became popular, many followed suit, and when fan economy flourished, many brands added images of celebrities or cartoons to their packaging. These brands are like retail investors in the stock market, drifting with the tide, losing their judgment with each chase of the trend. Brands lose their individuality and even continuously consume their own brand image. Brands with clear positioning will definitely show continuity in their design.

The designer of Evian Fruits & Plants, Christophe, founder of BETC Design, shared at FBIF2017: "Evian never involves things like vitamins; Evian does not consider whether something can bring energy or the magic of the formula. Evian considers our purity. We have created an entire brand system, and even if we add some new elements, like the three fruits on the packaging, these three fruits still look like three mountains together. The essence that Evian pursues has never changed. We designed new product packaging, but still maintain a fresh and pure tone, and we use transparent elements to showcase our purity."

I once saw a saying in my social circle: "Restraint is also a strategy; your product does not need to cater to everyone's needs."

Third, packaging design should reflect the quality of the product.

Satu Aalto, founder of Dotter Creative Group Oy, mentioned during the Spring Aqua case sharing: "The packaging itself is not enough; the quality of your product is also very important. If you only make the packaging very beautiful, but when opened, the quality of the product is unsatisfactory, this will also disappoint consumers."

Returning to the product itself, the object of packaging design is the product. Never expect to solve all problems through packaging, even the problems of your own product. But the material of the packaging is also very important. This is a problem we see in many products domestically; many products have excellent designs that are spread through the internet and videos, and consumers are extremely excited. However, after impulsively purchasing, they find the packaging presentation is unsatisfactory. Every failed attempt may harm consumers' impression of the brand image, and it may even be irreparable.

When the differences in "contents" are not obvious, the aesthetics of packaging design, the material and feel of the packaging will affect consumers' judgment of product quality.

Fourth, continuous innovation, touching consumers at multiple points, establishing emotional connections.

Why do you go to watch a movie? Perhaps we are less and less moved by advertisements, but no one can stop the waves of sharing in social circles.

Very few people become loyal fans of Nongfu Spring because of one advertisement, one packaging, or one experience; rather, it is the repeated reinforcement of the "innovative" image that creates consumer stickiness.

Just like brands do marketing, they will never do just one case, but will continue to launch. Coca-Cola's nickname bottles, lyric bottles, share bottles, etc., are all continuously telling us, "I can bring joy," and customers strengthen their impression of Coca-Cola through repeated marketing.

Lynn Xu from Nielsen emphasizes the need to add innovative elements at every stage. Brands might as well try to continuously optimize and upgrade the same product, bringing more surprises to customers, rather than treating all small improvements as costs. Consumer stickiness and time will surely give "thoughtful" brands infinite returns.