Packaging industry has a very scientific and rigorous design positioning in the process of production and manufacturing in order to meet the needs of consumer groups for goods packaging. This article, starting from the basic procedure of package design, focuses on the application and methods of brand positioning, product positioning and consumer positioning in packaging design positioning, enabling designers to design product packaging solutions that meet the market needs more, greatly reducing the package designing time, as well as improving the accuracy, economy and scientificity of package design.
Along with the improvement of human living standard and aesthetic needs, product packaging has been entitled to more meanings than goods protection, and is increasingly being valued by enterprises and consumers. Product packaging is not only a powerful tool to market their products, but also represents the company's image. In the fierce market competition, it seems particularly important to pass the product information and corporate image on to consumers quickly and accurately through product packaging. “Design positioning” is a term from abroad, of which “position” means location and direction. Therefore, design positioning refers to design with a clear goal and accurate design that solves the problem of conception. And in packaging design, it can be interpreted as positioning against consumer groups, against the quality or special functions of goods, and against brand characteristics, which can be clearly summarized as design procedures and methods that can “accurately convey product information to consumers and deeply impressed consumers”. The application of different design positioning methods can not only make packaging design programs more rigorous and standardized, but also greatly reduce packaging design time and improve product packaging design to adapt to the design goals of meeting market needs, population needs and functional requirements [1-3].
THE BASIC PROCEDURE OF PACKAGE DESIGNING
Each stage of modern package designing has its specific design content and method, and each link is closely related and indispensable, which forms the only way to success of designing product package. Design positioning is subject to a link of package designing procedure. Therefore, the basic procedural requirements of package design shall be grasped firstly before the discussion on accuracy of design positioning. 
In package designing, designers shall be clear about the consumer-orientation of production. As a consequence, products’ appearance and package design should be conducted on the basis of serving consumers and subject to the sales situation and market needs. The significance of product package lies in: from the perspective of consumers, whether the package can clearly express the attributes and features of product; and from the perspective of enterprises, whether the package can promote sales effectively. Therefore, a reasonable design procedure is needed in order to complete a package design. The basic procedure of package designing is designer’s plan or arrangement on the whole design activity so as to achieve his/her goal of package design, which properly arranges the working steps in accordance with some scientific rules in order to achieve the overall objective is shown in Figure 1 .
POSITIONING OF PACKAGE DESIGN
The design positioning in package design focuses on pertinence, purposefulness and accuracy of design, and establishes main contents and direction for the later conception and expression. The main significance lies in highlighting the goods’ exclusive feature that other commodities do not own and the contents that should be especially expressed by means of design positioning, and finally determining the right theme of goods package at the same time sticking out the characteristics of the package. Three basic elements of design positioning are brand, products and consumers .
BRAND POSITIONING AND ITS METHODS
Brand positioning is such a process or action as establishing a unique brand image in accordance with the original products on condition of comprehensively analyzing the target market and competition, designing and spreading the overall image of brand, and finally taking an exclusively valuable place inside the target consumers. It aims at designing the product attribute, spreading the brand value, and finally establishing a unique position for this brand inside the target customers with a view to the mental feelings of target consumers, by means of designing the overall brand image. Brand positioning is an important measure taken by enterprises to build a unique market image and to create competitive advantages [6-7].
Brand carrier can be a name, a term, a symbol, a mark, a design, or their combination that is used to differentiate other competitors’ products or services. The impression on the brand carrier inside consumers constitutes the source of value addition. Since the brand identity is registered and will be protected by law, its image such as typeface and symbol has strong identifying characteristics and uniqueness so that consumers clearly understand the brand features of products used, and get impressed. Therefore, the principal way of brand positioning is to highlight the visual image of brand such as the brand name, term, symbol or design is shown in Figure 2 and 3.
“Naming a brand” is a difficult process of thinking, and the beginning of brand positioning. We say “naming a brand”, rather than “naming a product”, because “the process of naming” is a process of transforming market, position, image, emotion and value into marketing power, and starting up the market positioning and competition. More than a simple mark, brand name can reinforce the positioning and involve in competition, but also can “endow everlasting market advantages to a brand” with its possibly hidden image value. Hence, there is such a saying as “a good name enables a brand to win at the starting point”.
A brand can be named from corporate name, an animal, a plant, a person’s name or a place name; or named according to the main ingredient and craftsmanship; or named with a fabricated name of lucky implied meaning. In total, the brand name should be popular, understandable and catchy; its meaning should be generalized, correct and sophisticated; its pronunciation should be readable; and it should fully show the features of product as a whole and the difference from other similar commodities, which leaves consumers a deep impression, motivates their purchasing intention, and build up a good foothold for corporate image is shown in Figure 4 and,5.