In today's materialistic world, where a large number of brands and commodity packaging are full of consumer attention, how to allow consumers to recognize your products in the first time, how to make the packaging speak, and how to make packaging become an excellent “silent salesman†Become a big problem that manufacturers cannot ignore.
After packaging design meets the basic requirements of packaging, we should consider more about the content of design. If the concept of packaging design is that there is no costume art packaged and modified human body; the expression of packaging design is the clothing of the person, then the connotation of packaging design is the spiritual culture of human beings. A person's attire can reflect his thoughts and culture, packaging design can also reflect the different connotations of products, brands, and companies.
First of all, we want to find out the personality characteristics of the product, namely to find out the USP of the product. After packaging design meets the basic requirements of the product, we should consider more about the content of design. If the concept of packaging design is that there is no costume art packaged and modified body, and the form of packaging design is the clothing of the person, then the connotation of package design is the person's spiritual and cultural thought. A person's attire can reflect his thoughts and culture, packaging design can also reflect the different connotations of products, brands, and companies.
People of the same age group have different personality traits, and products are the same. Products of the same type also have their own characteristics. Compare the similar products to find similarities and differences, divide the consumer stratum for the target market, accurately position the products, and meet the distinctive personality of the products. These are the first entry points for packaging. Taking liquor as an example, it is also selling wine. It is the culture that highlights the quality of wine or the quality of wine. In the packaging design of Xinglu Liquor, we have different selling points for the Red Dragonfly Family, the Yimeng Spring Township and Chinese Liquor. Hung Lai Family Wine is mainly made up of Hongyi Spirit and Yimeng Culture. The target consumer is the person who has feelings for Yimeng Culture Red Dragonfly spirit and red culture. The Yimengquan Township series mainly focuses on the quality of wine, “ecological wineâ€, “ The cave is deeply hidden; in the packaging design of Chinese Fenjiu, we mainly emphasize the "tight system" of drunkenness and the nutritional and health effects of Chinese traditional Chinese medicine Fukang on the human body.
After giving the product a personalized personality, the packaging design also reflects the brand connotation of the product. While designing packaging for Shandong Xinglu Liquor Co., Ltd., we also positioned our corporate brand to revitalize Lu wine, promote the spirit of Yimeng Hongkai, and reflect the company's “big love cultureâ€. "Love for the World" is a centralized summary of corporate culture and product brand connotation.
Second, packaging is the accumulation and reflection of corporate culture. Packaging is designed for products. Products come from companies. Packaging design undoubtedly reflects the corporate culture. For example: Coca-Cola's packaging design not only gives the brand connotation of the product, but also Huaxia Jiubao: Postal Code 23-189 The local post office subscription is a reflection of Coca-Cola's corporate culture. The vigorous and enthusiastic entrepreneurial spirit has penetrated all over the world. When Coca-Cola packaging appears, people always feel the essence of Coca-Cola's culture. For example, our position on the first step of Xinglu Liquor Industry was “Lulu New Starâ€. The slogan was “Xinlu Liquor and Xinglu Liquorâ€. A billboard made its appearance at the rum and cocktail party and formed a bright spot. The praise of the staff has raised a banner for Lu wine rejuvenation.
Again, packaging design should reflect a certain regional culture. This is particularly evident in the food packaging design. For example, in the packaging of tea, Westerners only understand tea as a simple beverage, while Asians inject more tea into the culture, thereby forming a unique “tea culture†in the East, natural and western tea packaging. The style is different. Another example is the packaging of alcoholic beverages. Westerners' understanding of wine tends to be a symbol of power, giving it a noble and luxurious image. Packaging also adopts gorgeous shapes and colors. Even the civilian beer can be seen in the packaging design style. The pursuit of tough power. The Orientals tend to be more spiritual towards wine, giving it more emotion. The ancients often talked about wine and poetry, or used the wine for drinking when friends and relatives were reunited or separated. More often, they used alcohol to express their emotions. Therefore, the packaging was also mostly a spiritual one. In general, it was fresh and elegant, tantalizing and contemplating. .
Finally, the performance of packaging design. The performance of packaging design is usually composed of a three-dimensional package design and a flat decorative design. The three-dimensional shape forms the basic shape of the package. In recent years, with the development and use of new materials, it has provided more space for packaging design. Traditional materials such as paper, wood, and cloth are no longer the only choice. New recycled materials and environmentally friendly materials also make packaging design more developmental forms.
From the aspect of flat decoration, the use of color no longer rests on the traditional understanding. For example, in the food industry, the traditional concept thinks that the warm color that is easy to produce appetite should be used to design the food, but if the “fun†food is in color, The blue color used in the traditional industrial packaging design is used, while the “Tide†laundry detergent uses orange in the food industry. There are many such examples. Their unorthodox color concept has left a deep first impression on consumers, making the brand image of products deeply rooted in the hearts of the people and playing an important role in improving sales. In addition to color factors, graphic text is also a non-negligible factor in the visual effects of the plane, such as "funny", "tide" and other products. People do not put them into the ranks of industrial products or food. The reason is that while designers change colors, they firmly grasp the original essential features of the product and accurately reflect the product information in pictures, graphics, visual symbols and other elements. This is the reason why packaging design wins on the plane visually, and it is also the law of victory.