Ngeli xesha "loqoqosho lwexabiso" kunye "noqoqosho lwamava", iimpawu kufuneka zivelele kubuninzi beemveliso ezikhuphisanayo, ifomula kunye nokuthengisa akwanelanga, izinto zokupakisha (ukupakishwa) ziba yinto ephambili yeqhinga lokuphumelela kweempawu zobuhle. Ayisesiso nje “isikhongozelo”, kodwa ikwayibhulorho phakathi kobuhle bohlobo, ifilosofi kunye neemvakalelo zabasebenzisi.
Ke, ukusungulwa kwezinto zokupakisha zokuthambisa, apho imilinganiselo inokunceda ngokwenene iibrendi ukuba zifezekise ukwahlulahlula?
'YabonatopfeelpackUngeno lwebhlog elandelayo yolwazi oluninzi!
Okokuqala, i-Aesthetic Innovation: Ixabiso loBuso “Lowokuqala uKhuphiswano”.
Uyilo olubonakalayo lokupakisha ngumzuzu wokuqala woqhagamshelwano phakathi kwabathengi kunye neemveliso, ngokukodwa kwindawo yonxibelelwano yobuhle elawulwa yimidiya yoluntu, nokuba i-packaging "ngaphandle kwefilimu" inquma ukuba ngaba abasebenzisi bazimisele ukwabelana, nokuba ngaba okanye bangenzi i-exposure yesibini.
"Ehlabathini elilawulwa yintengiso yentlalontle, inkangeleko kunye nemvakalelo yemveliso inokwenza okanye iphule amandla ayo entsholongwane." utshilo uMichelle Lee, owayesakuba nguMhleli oyintloko.
- UMichelle Lee, owayesakuba nguMhleli oyiNtloko we-Allure
Ukudityaniswa ngobuchule kwenkcubeko ye-pop, intsingiselo yobuhle kunye nemathiriyeli iba yikhowudi yempumelelo kwinani leebrendi ezivelayo. Umzekelo: acrylic transparent idityaniswe metallic ukukhazimla ukwenza ingqiqo yekamva, izinto zasempuma kunye nesakhiwo minimalist ukwakha uxinezeleko yenkcubeko ...... izinto iphakheji iba ukubonakaliswa lwangaphandle DNA uphawu.
Okwesibini, iMemo yokusiNgqongileyo: Uzinzo luKhuphiswano, hayi ngumthwalo.
Ngokusetyenziswa kwabathengi beGeneration Z kunye neGeneration Alpha, umbono wokusetyenziswa kohlaza wendele nzulu ezintliziyweni zabantu. Izinto ezinokuphinda zisetyenziswe, iiplastiki ezisekwe kwibhayoloji, kunye noyilo lwemathiriyeli enye ...... ayiloxanduva lokukhuselwa kwendalo kuphela, kodwa ikwayinxalenye yexabiso lophawu.
"Ukupakishwa kolona phawu lubonakalayo lokuzibophelela kophawu. Kulapho abathengi babona khona kwaye bachukumise isithembiso sakho. Kulapho abathengi babona khona kwaye bachukumise isithembiso sakho."
- UGqr Sarah Needham, uMcebisi wokuPakisha oZinzileyo, e-UK
Umzekelo, indibaniselwano "yebhotile yevacuum engenamoya + izinto ezisetyenzisiweyo zePP" ayiqinisekisi umsebenzi wemveliso kuphela, kodwa iququzelela ukuhlenga-hlengisa nokuphinda kusetyenziswe indalo, okungumzekelo omhle wokulinganisa umsebenzi kunye noxanduva.
Okwesithathu, uTshintsho lweTekhnoloji: Utshintsho kuLwakhiwo kunye namava
Ngexesha apho abathengi bekhetha ngakumbi nangakumbi malunga "noluvo lokusetyenziswa", ukuphuculwa kwesakhiwo sokupakisha kuchaphazela izinga lokuthengwa kwakhona kweemveliso. Umzekelo:
Uyilo lwe-cushion yomoya: ukwandisa ukulingana kwesicelo se-makeup kunye nokuphatheka.
Intloko yempompo yobungakanani: ulawulo oluchanekileyo lobungakanani bokusetyenziswa, ukunyusa ukusebenza kakuhle kokusetyenziswa.
Ukuvalwa kwemagnethi: Yongeza ukuthungwa kokuvalwa kwaye iphucula imvakalelo yeprimiyamu.
“Sibone ukwanda kwemfuno yokupakishwa okucacileyo, okukhokelwa zizijekulo.Okukhona unxibelelwano lwendalo, kokukhona ukugcinwa kwabathengi ngcono.Sibone ukwanda kwemfuno yokupakishwa okucacileyo, okukhokelwa zizijekulo.
- UJean-Marc Girard, i-CTO kwi-Albéa Group
Njengoko ubona, "ingqiqo yezobuchwepheshe" yepakethe ayikho nje ipharamitha yezoshishino, kodwa kunye nenqaku elidibanisayo kwinqanaba lamava.
Okwesine, Ukwenziwa ngokwezifiso kunye neMveliso eNcincisayo eNcincisayo: Ukuxhobisa uMntu weBrand
Iimveliso ezininzi ezitsha zilandela "i-de-homogenization", ngethemba lokubonisa umoya wazo okhethekileyo ngokusebenzisa izinto zokupakisha. Ngeli xesha, isakhono esiguquguqukayo somenzi wephakheji sibalulekile.
Ukusuka kwi-logo embossing, umbala wendawo, ukudibanisa ibhotile kunye nokudibanisa, ukuphuhliswa kwenkqubo ekhethekileyo yokutshiza, kunokugqitywa kwiibhetshi ezincinci, ukuze uphawu luvavanye uchungechunge olutsha lwamanzi, iimodeli ezilinganiselweyo zokubonelela indawo. Indlela "yokupakisha njengomxholo" yenziwe, kwaye iphakheji ngokwayo ingumthwali wokubalisa amabali.
Okwesihlanu, Ubukrelekrele beDijithali: Izinto zokuPakisha zingena "kwiXesha elikrelekrele".
Iithegi ze-RFID, ukuskena kwe-AR, i-inki elawulwa bubushushu etshintsha umbala, ikhowudi ye-QR echasene nomgunyathi ...... Obu bugcisa “bubonakala bukude” ngokwenene buyasetyenziswa, buvumela ukupakishwa ukuba kusebenze ngakumbi:
Ukubonelela ngokulandeleka kwemveliso kunye nokuchasana nenkohliso
Ukunxibelelana nemidiya yoluntu kunye nokubaliswa kwamabali ebhrendi
Ukuphucula intsebenziswano yabasebenzisi kunye neteknoloji
“Ukupakishwa ngobuchule ayisiyontsomi nje; linqanaba elilandelayo lokubandakanyeka kwabathengi.”
- UGqr. Lisa Gruber, iNkokeli yokuPakisha i-Innovation e-Beiersdorf
Kwixesha elizayo, imathiriyeli yokupakisha inokuba yinxalenye ye-asethi yedijithali yohlobo, ukudibanisa amava akwi-intanethi kunye nangaphandle kweintanethi.
Ukuqukumbela: UkuPakisha ukuVeliswa kwezinto ezintsha kumisela imida yeBrand
Ukujonga emva kwindlela yonke yeemarike, kulula ukuqonda ukuba izinto zokupakisha azikho nje "igobolondo" leemveliso zobuhle, kodwa "nangaphambili" yesicwangciso sophawu.
Ukusuka kwi-aesthetics ukuya ekusebenzeni, ukusuka ekukhuselweni kwendalo ukuya kwidijithali, yonke imilinganiselo ye-innovation yithuba lokuseka uxhulumaniso olunzulu phakathi kweemveliso kunye nabathengi.
Kumjikelo omtsha wokhuphiswano lobuhle, ngubani onokuthi athathe ipakethe njengempumelelo, aqonde imveliso "ebonakala ngathi uthando, olusebenzisa loo mgubo", ngubani na amathuba amaninzi okungena engqondweni yomsebenzisi.
Ixesha lokuposa: Apr-11-2025
