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Keywords: packaging; design; personality; integrity; information The final process before the product enters the market is packaging. Its role is summarized in a hierarchical relationship: Protecting New Products - Facilitating New Products - Landscaping Products. It is a category where the substance enters the spirit. The ultimate goal of the highest level is to enable the product to achieve high added value and create more business opportunities for the product.
1. Status Quo From the perspective of economy, practicality, and aesthetics, packaging design is a practical art design. People are calling for designing the United States while attacking the false packaging of goods. Packaging design is moving in a benign and orderly direction. Businesses have been consciously aware that in the past, “the good wine was not afraid of a deep alleyâ€, the introvert was adapting to the fast-paced, white-hot market competition, and the passive to active commercial competition prompted the merchants to devote more energy to market development. Marketing know-how. Shopping malls such as battlefields, such as French school suits, Pepsi, and other generous advertising systems are also commonplace. People seem to ignore the advertising opportunities hidden in the packaging of symphony products when they are stumped by huge advertising fees. In the eyes of today’s businessmen, packaging is nothing more than packaging. At best, it is a good idea to inject aesthetic factors and new features. While integrating a large number of resources, they do not have the high-energy resources to directly contact the consumers with this product. Integrate into the overall marketing specification. Massively produced goods are displayed on counters. Although colorful, they lack their unique personality. This is the crux of the lack of attractiveness of most current product packaging. A living thing must have commonalities. The truth is just like "only the nation is the world." Some developed countries have even proposed that "the best packaging is no packaging." Therefore, we can change the packaging of goods into a starting point, start with the individuality, differentiate on the premise of high quality and high efficiency, highlight the advantages of brand integration, implementation "Big packs" are generally designed to be more targeted, that is to say, we must pack the packs as a whole.
2. Packaging Packaging Robert Hayes, Harvard Business School, said: “Fiveteen years ago, companies relied on design competition.†The extension of “packaging†here refers to the marketing strategy of actively designing the image. That is, using a strategic vision to re-examine the packaging of new products. The traditional packaging of many Hu: display, promotion, elimination of alert, humorous, etc., the specific techniques are: symbol priority, sentimental expression, image display, graphic decoration, plot description, appeal and so on. Regardless of the form or technique, we should avoid a misunderstanding—the old model of “stupid, big, and allâ€. That is, there is a brand, a product name, and a function on a package, as well as a slogan, an advertising graphic, and an enterprise introduction. A lot of information such as business addresses, routes, telephones, etc., makes the entire package overburdened, not to mention what personality style, and would like to cover everything is often thankless. It is important to note that the entire package, apart from practical purposes, is more important to occupy the attention of consumers. If there is too much information, the points of appeal will be dispersed, the points of appeal will be scattered, and the interest will all become spam. An excellent packaging design must efficiently use effective know-how. With the help of modern visual communication concepts, even if the effective area is left blank, it will not give way to spam. As for the complicated necessary information, it can be placed outside the golden display perspective (backside or side, inside), or it can be weakened by adjusting the original method of the visual hierarchy. The attached label and the new product specification can also share an annotation function. After consumers are interested in outsourcing cultivation and new products, they will naturally go into further details. The object of packaging design is mainly the visual first impression.
Packaging packaging should start with the three aspects of positioning, atmosphere, effects.
2.1 Positioning Developed countries have proposed five "W" to calibrate the integrated positioning of product design, namely what (WHAT)? Who to design (WHO)? What time (WHEN)? What wher? Why (WHY)? These five "W"s are the minimum requirements for positioning. As a packaging designer, they must conduct sufficient market research before the design starts. In addition to recognizing that any design is not omnipotent, limitations are unavoidable, and limitations are personality, how to combine this artificial design personality with the personality of the desired package content, targeted Point to the first group of potential audiences, let some people accept this personality first, then reach a consensus and then drive the entire target group. This kind of positioning needs to use development vision to play poker. It must be a macro and overall planning. Only entrepreneurs, merchants and designers can participate in this kind of framework to achieve this. One thing to note is:
(1) When the positioning of each local product in the overall positioning is poor, when designing different levels of design in a targeted manner, taking into account their integrity, they understand the principle that "the overall large touched local sum" makes the local energy Surrounding a whole is both unique and harmonious, as a child in a family.
(2) Any kind of packaging design cannot be changed in different economic environments and times. In considering the life cycle of the design, it is necessary to consider whether the new design and the previous generation design have the continuation. Because the gray consumer is looking for a brand and is accustomed to a design, he hopes that the brand will be advanced, and hopes that the brand will retain its fine tradition. Therefore, as the overall design locator, in addition to considering the continuation, but also whether the design can only be transformed space, for a generation have their own mission, face and experience are different. What is constant is the kind of blood relationship.
2.2 Atmosphere The integration of corporate culture concepts and camps in the design atmosphere have determined the vitality of the three designs (ie, the psychological impact of design on the audience). For example, Nokia and Philips used the corporate spirit of “people-oriented†and “let's do better†as advertising slogans and achieved good results. In the era of knowledge economy, the original competition has surpassed the price, quality and service, and the fight is finally the contest of cultural heritage. As an individual commodity, it is also a life. It is not only a new material product, but also a carrier of the enterprise spirit. Any individual design cannot be separated from the whole. As long as the individual design of one link is improper, it will affect the overall image. . The relationship between products and business life and death, individual design and the overall spiritual concept of the grip and integration. This spiritual concept can only be a good design atmosphere relying on its own individuality and charisma, so as to make the design atmosphere humane, and each life-like humanity percentage design will be devoted to the wisdom and efforts of entrepreneurs, businessmen and designers. .
2.3 Effects In addition to grasping the relationship between the packaging and the individual at the macroscopic level, the implementation is still at the end. This overall and individual relationship reflects the establishment of standardized systems and application systems. The normative system is the setting of the tone for the overall design, and is the unchanging part of the command. The part that mothers keep in each of the three body designs is the link between the individual bodies. Regulatory system design requirements are relatively large and inclusive. Perfect unity when combined with individual bodies. The application system is the extension and change of the normative system, with a strong personality. It specifically represents the new product style it carries, emphasizing distinctiveness and independence. It is the unique mission of genetic evolution, concrete life, and minerals. Packaging design includes: container modeling, structural design and graphic design. Container shape and structural design mainly solve the problems of uniqueness of aesthetics, handfeel and ease of operation, and protection of new products. Graphic design includes: fonts, graphics and colors. Among them, the fonts are mainly divided into two parts: calligraphic words and art letters. Calligraphy characters introduced into the packaging design emphasize the traditional color and personality style of emotion, has the only specificity, difficult to recreate, embodies the beauty of art. There is a high level of cultural added value; while the artistic characters are rational fonts, embodying the beauty of norms, science and design, high practical value, and strong readability. The graphic treasures are hand-painted styles, geometric styles and realistic photography styles. Hand-painting, like calligraphy, can deliver more emotional information, and a few-guaranteed style is suitable for transmitting scientific and rigorous rational information. The photographic style is a kind of reproduction performance, so that the audience can intuitively feel the product information and has a higher saleability. In addition, the color of the design also has great original plasticity and personality. The color is divided into the advance color (dark color) and the backward color (cool color) according to the length of the light wave, which itself can cause the audience's general color and emotional experience. Designers only need to use appropriate color combinations based on the new product's personality. In short, the visual communication part of the plane must be concise, clear, and distinct, with strong visual propulsion and impact, so as to stand out from other similar products.
1. Conclusion Looking at packaging from a long-term perspective, and integrating corporate spirit and cultural philosophy, there is a big article on the topic of packaging design. However, each specific design must be pleasing to the eye, convey product cultural information in a subtle manner, achieve high added value, complete the brand image, and thus enhance the spirit of enterprise, but also a kind of light weight, such entrepreneurs, businesses, designers Trinity efforts, such as the end result can enable people to obtain aesthetic pleasure in business activities, complete business behavior in the aesthetic pleasure.
[Abstract] From the angle of industrial competition, analyze the business opportunities brought by the product packaging to the merchants. Put forward the concept of "packaged packaging" as a whole. And discussed the specific operation method.
December 21, 2023