"Innovation" of cake box design (1)

Innovation is not a synonym for the Internet era. From industrialization 1.0 to the present era of global Internet economy, innovation has never stopped to lead development. With the development of high-tech innovation, the competition of the market is becoming hot. Business model, closed-loop platform and product innovation are the hot topics in this era. However, few people have put forward breakthrough suggestions for the innovation of product packaging or product packaging box. As a carrier of product circulation, product packaging box is also an important medium of marketing strategy, enterprise image and brand culture. At present, it still lingers on the pursuit of "good image and high appearance value" in the concept of packaging design. With the increasing aesthetic ability of packaging, we have entered any supermarket with a wide range of fine packaging products, from high-end luxury gifts to well-designed leisure food. Consumers have become accustomed to the appearance of these goods' outer packing boxes. Aesthetic fatigue has been exhausted. There has been no surprise brought by these exquisite packaging 20 years ago. In a zero sum competition of price war, we focus on how to improve the exposure of product packaging in the consumer group and how to improve the marketing power of product packaging box. In fact, how to improve the market concept and innovative thinking of packaging design is the top priority of the innovation of enterprise marketing and packaging designers, which is also the design guidance of "results", The innovation consciousness and thinking of "cause" are pushed back. From the point of view that the design of product packaging box tends to be a kind of consumption decision science. Today's designers consider not only log shape, external shape or color planning of the product itself, but also need to involve the comprehensive problems of shopping environment, shelf awareness, consumption motivation and brand marketing, which is a kind of design innovation problem in design. Schumpeter, an economist, thinks innovation is not only about five aspects: developing new products, using new technologies, opening up new markets, applying new materials and realizing new organizations. Schumpeter's theory of "innovation" is concise and comprehensive, and its content is full, so it has become a classic, and has been regarded as the standard by the academic circle. According to the above theory, we carefully study and find that, in terms of product packaging innovation, if the product itself has no qualitative change, the design method is still the old routine, and the new packaging box with high appearance value is pushed into the market again, which gives consumers different feeling, but the product is still that product. Maybe it can bring about the increase of sales volume or nobody asks for attention. Is this so-called product packaging innovation an innovation? First, no matter whether the innovation theory of bear Peter is correct or not or how to understand, it is just a high-value packaging box innovation to apply the above theory, but it is really not a innovation!