With the increasing abundance of China's material life, the continuous improvement of people's purchasing power, and the continuous increase in international trade after joining the WTO, the difference between similar products has decreased, and the homogeneity of the use value between brands has increasedSo it's important to choose a cosmetic packaging container.

Creative positioning strategy occupies an extremely important position in the whole operation process of packaging design, and the creative components of packaging design are mainly reflected in the design strategic creativity. The most basic meaning of creativity is a creative idea, a good idea, something that no one else has ever had. Of course, this thing is not created out of nothing, but is reassembled on the basis of existing empirical materials. Positioning strategy is a design strategy with strategic vision, which has the characteristics of forward-looking, purposeful, targeted, and utilitarian, of course, it also has limitations. Creative positioning strategy is the core and most essential factor of successful packaging design. The following packaging creative positioning strategies play a pivotal role in packaging design.

 

1. Differentiation strategy in product performance

 

The differentiation strategy in product performance is to find out the uniqueness that similar products do not have as the focus of creative design. The study of product function is the first premise for brands to go to the market and consumers. For example, "white and black" cold medicine, take white tablets during the day without falling asleep, and take black tablets at night to sleep soundly, because of the difference between the product function and characteristics and the traditional cold medicine, especially the tablet design and packaging design around black and white 2 colors to make a fuss, so that the product is easy to compete for a favorable position in the market compared with other similar products. Some of the same products are of comparable quality, and their expressions are also very similar, how to highlight the distinctive features, in the design can not let go of any small features. For example, the packaging design of laundry detergents such as Tide, Weibai, and Diaopai. The vast majority of laundry detergents emphasize clean, clean, refreshing and quiet in the design positioning of the packaging, so the colors of the packaging design are matched with green, blue, cyan and white to highlight their positioning ideas, and the tide laundry detergent uses orange-red series to highlight the vitality and efficiency of the product. Since a large number of laundry detergents are packaged in cool colors, it is certainly eye-catching as a warm-colored product with strong color contrast, like "a little red in the greenery".