[Packaging China Network News] Packaging from the original social protection or storage function, and later with the process of mobile transportation, and with the emergence of product transactions, gradually has the characteristics of the initial promotion. After World War II, people used the promotional features of product packaging to the fullest extent. Today, when people purchase goods, the personalized color reflected by the product packaging itself affects the psychological needs of people at different levels of consumption. It can be said that packaging design has experienced protection, storage, transportation, promotion, and personalization. At this stage, proper targeted packaging design has become an important standard to measure the quality of a packaging. With the vigorous development of the domestic market economy, packaging design has also been mentioned to a new level. Therefore, Xindian Company put forward eight suggestions on how to do a good packaging design, and do the work of attracting jade.
1. The packaging design is first of all the crystallization of teamwork
Today's packaging design focuses more on marketing strategies. In itself, this is a high-intelligence integrated service work. It is not a single operation, but rather the result of more participation and integration of other departments. The merchant is more like a partner. A packaging design project needs multiple people to complete the collaboration. It needs to communicate and communicate with the business, and needs to be responsible for production and Sales people work closely and cooperate with each other. For major projects, it should also include market research personnel, consultants and other professionals involved. In short, a good design is the best embodiment of group collaboration. The closer the cooperation, the greater the grasp of the product on the market and the achievement of good sales performance.
2. Packaging design is the art of door positioning
For packaging design, finding the direction of the design is more important than anything else. Customers do a design, often for a variety of reasons. Sometimes it is to launch a brand-new product, sometimes to improve the product for the sake of upgrading the original product. Regardless of the design motivation, it is essential to fully understand the consumer's needs, which requires the design of this project. The team has a certain understanding of the market. For example, if the customer is launching a brand new product, it is necessary to carry out research, what its target market is, and how to formulate a corresponding design proposal for the target consumer group; if it is a new product replacement, then its What are the advantages of the original brand packaging that need to be inherited; if the product is redesigned, is it to develop new markets or to reverse the declining sales situation, how is the sales of similar products, and what are the advantages and disadvantages of existing designs? What are the strengths and weaknesses that need to be learned from. In short, the more thorough understanding of the customer's situation, the more accurate the positioning of the practice, the better the final design effect.
3. The quality of packaging design is subject to market
"Beauty" is not the only standard for measuring excellent packaging. The high grade of materials does not determine the quality of design. Gorgeous outerwear packages on some unsuitable products have excessively advertised the value of packaging and are often not recognized by consumers. With high-quality products and poor packaging, it is impossible to achieve the desired market effect. Only according to different stages, different locations, different ages and levels of consumer groups, to make targeted sales packaging, is an excellent packaging design. Therefore, to evaluate the quality of a package, it should be evaluated objectively. It should be based on the suitability of its products. It cannot be set aside by its individual aesthetics.
4. Packaging design should have unique personality characteristics in order to better meet consumers
In addition to the indispensable promotion function, the packaging design itself has the personality traits that are the fields that modern packaging design must involve. Different consumers have different personalities, and a packaging with a target personality color is easier to satisfy. Consumers' needs also make it easier to communicate and interact with consumers. This is an important issue that cannot be ignored in modern packaging design.
5. Packaging design more and more like a social science, it is a combination of rational and emotional
Because of the increasing development of domestic packaging design, it is unlikely that a single person or his subjective consciousness will determine the final form of a packaging design.
In reality, the designer is often prone to fall into a state of self-feeling, and it is difficult to extricate himself. Its essence is the same as what the customer thinks his product is good and what he wants to perform. There is no real difference. Through the accurate positioning of the target market, the accurate positioning of competitors, their own precise positioning, the form of the packaging itself, the color, the status, the shelf display, and the promotion and promotion will be very natural, rationally determined, and the market goals will be relatively Easy to reach.
6. Packaging design is an integrated strategic design
In the promotional environment related to packaging design, the packaging design is not independent, based on the product itself, the packaging is the center, supplemented by the corresponding advertising and various promotion methods, in order to achieve the unity of the image, the effect is obvious. Sex. For packaging design, it also requires that it reflect the entire project plan, the ultimate purpose of product advertising, packaging terms, slogans with a large sales promotion, consistent with the business product promotion strategy.
7. The packaging design must be fast in information transmission, and the subject of its expression should be very unique
Often there are too many topics to be represented in the package, thereby weakening the appeal of the package itself. When you look in a dazzling array of products, your eyes stay on each product for a short period of time, so the packaging design must be direct in the message, preferably the only, intuitive, it should have a clear Clear features allow customers to see the product at a glance. This requires the designer's basic skills in graphic design - the application of patterns and colors, the correct rhythm grasp, the selection of materials, or the display of goods, etc., all have a concrete understanding and mastery, and strive to make each design economic practical.
8. The packaging design is continuously reviewed and improved to achieve development and maturity.
A product's packaging design is often not a single stage of design, many of which require a long period of development, improvement, and maturity. Therefore, relevant personnel should constantly review their performance in the market, reposition them, and constantly compare and adjust them so that they become mature and stable products. So good packaging design is a long-term maintenance and maintenance work.
Packaging is a service
To realize packaging, we must apply dialectical unity and development thinking. While seeing its own positive role, we should further deepen its influence on society and the environment, expand its service function, and maximize To reduce the unfavorable factors that the packaging itself has, it is even more important to reduce and overcome the human-induced causes.
With the global internet market and the rapid development of the market economy, the frequency of the wording of the packaging and the importance attached to it are no less than those of advertising. The staff members or experts of all walks of life have different understandings and understandings of packaging. Different aspects and different environments have made their own unique expositions, so-called "a hundred disputes, a hundred flowers bloom!"
Throughout the views of all parties, we believe that understanding packaging as a service is the most appropriate understanding. From the initial meaning of packaging, packaging refers to a kind of utensils used to contain articles. The materials constituting the utensils may be paper, wood, glass, metal, plastic, and the like. Its role is to protect the items inside from being damaged, not easily degenerate, easy to transport and circulate, and to facilitate the identification and viewing in appearance. From this we can see that the packaging has such service functions as storage, protection, ease of transportation and circulation, and propaganda and attraction.
From the development of human society to today, our understanding of packaging should get rid of the original and most simplistic view, that is, the object of packaging should not be limited to stationary objects, but must also consider the external human factors that affect its continuous development and improvement. Because the function of the package is not the storage function, other functions are not inherent, especially its additional functions such as publicity and inviting. Just like a carrier pigeon, its initial function was to fly and recognize directions. However, after people's training, it has the same function of being able to bring letters. Nowadays, in the society, there is an expression of “image packagingâ€, which is called “imageâ€. It is not embodied in concrete expressions, but an abstract conceptual outline that is produced in people's hearts. This concept can profoundly influence people's thinking consciousness under normal circumstances. It can be said that if the specific visible packaging is regarded as a "tangible packaging", then the invisible but can be deeply felt image of the idea should be called "invisible packaging." All these phenomena and factors have been attributed to human factors. In primitive societies, people ate hard to wrap their stomachs, and clothes were difficult to cover. The packaging requirements for their own food and articles generally stayed at the storage and storage stage. To achieve preservation, it was rarely thought and difficult to achieve. In the slave society and the feudal society, with the continuous development of human society and economy and the continuous improvement of people’s commodity economic awareness, more and more types of goods have become available. At this time, the outstanding problem placed before businessmen is how to transport and distribute their own goods. How to do the actual problems that the goods are not easy to degenerate, not easy to wear, so people do further processing and improvement of packaging to meet people's needs. In the capitalist society, the commodity market economy has experienced unprecedented rapid development and competition has become fierce. The advertising industry has also been booming under this economic environment. Packaging has undoubtedly become the focus of some entrepreneurs and advertisers who think carefully. The object is to enable the packaging to have a general function and at the same time achieve the function of propagating manufacturers and expanding the corporate image. It can be seen that the improvement of the packaging function is to continuously improve the people's growing needs. Such satisfaction is service.
The packaging service targets the packaged goods as well as the operators and consumers of the goods. When you go casually into a store, you are always greeted by a wide variety of goods. When you buy your own goods, you get a visual enjoyment.
