Excellent packaging design features

Excellent packaging design will show good sales force. Poor packaging will cause the product to be defeated in the competition. What kind of packaging design is excellent? I think the master is reflected in the following aspects.

1, have a good science

This mainly means that the packaging can perfectly protect and preserve the products in terms of material selection and morphological structure design. It can effectively cooperate with the operations of transportation, warehousing, loading and unloading, and circulation, and enable consumers to use, carry and preserve the products. Convenience.

This mainly means that the packaging can be properly protected and preserved in the selection of materials and the design of the morphological structure. It can effectively cope with the operations of circulation, such as transportation, warehousing, and loading and unloading; and it can enable consumers to use, carry and preserve the goods. More convenient. In addition, whether the packaging material will cause environmental pollution, and whether it can be recycled is also very important. The packaging industry is a scientific and systematic project. Packaging design must also take into account the scientific nature of all aspects, which also reflects the combination of art and science.

In the past, enterprises in our country did not attach enough importance to packaging, and packaging technology fell into operation, which caused billions of losses to the country each year. According to the statistics of the China Packaging Technology Association, the annual economic losses caused by poor packaging in China are above 15 billion yuan (RMB), of which 70% are caused by transport packaging. For example, the rate of broken package of cement is 15%-20%, and 3 million tons is lost every year; the average glass breakage rate is 20%, and the annual loss is as much as 450 million yuan (RMB). According to the statistics of the foreign trade department, due to the backward packaging of export commodities, the country will at least reduce foreign exchange earnings by 10% each year. This shows the importance of good packaging design for the development of the national economy.

2, with design accuracy

One such anecdote was previously seen in Reader's Digest magazine: An island nation in the Pacific Region held a military exercise to review its coastal defense capabilities and Wang Gong ministers came to view it. The goal of the exercise was an imaginary invading boat a few miles from the coast. The exercises began and the guns roared. After ten minutes or so, the exercise ended successfully. However, after the smoke was scattered, the boat still floated on the sea in addition to a few holes in the body.

This incident sounds ridiculous. The reason is nothing more than that the soldiers usually lack scientific training and can't operate weapons at home. In fact, if we think of the lack of accuracy in packaging design, isn't the consequences of the package design a waste of effort? I think the accuracy of packaging design is mainly reflected in the following aspects:

(1) The accuracy of information dissemination is to enable customers to easily understand the various aspects of goods from the packaging. This requires the design to be concise and clear, complete design elements; the brand design of goods should be easy to recognize and easy to remember as the principle. Article 8 of the "People's Republic of China Consumer Rights Act" clearly stipulates that "consumers have the right to know the authenticity of the goods they purchase or use, or to receive services." It goes without saying that most of these consumer rights are achieved through packaging. Consumers’ age, knowledge, and experience are different. Therefore, the design must take into account the characteristics of consumers at all levels, and try to make the design styles both targeted and wide-ranging, easy to communicate, and approachable.

(2) Accuracy of market positioning The purpose of developing new products is often to occupy a certain market share. When designing packaging, it is necessary to cooperate with the purpose of product development, considering that the product is sold to whom? Where are you selling? Where to sell? How to sell and other issues. Who sells refers to the characteristics of the target consumer group, such as gender, age, occupation, etc. The design styles of children's and adult products, women's and men's products will be very different; wherever they are sold, they will be based on market conditions. In different regions, people's living habits, customs, and preferences are all different, and they will also have an impact on packaging design. Where to sell and how to sell should take into account the sales department and sales methods, whether it is retail stores, specialty stores, chain stores, supermarket sales, direct sales, lock-ups, mail-orders, or online sales. These factors will all take the form of packaging designs. And the effect of the form, for example, POP-style packaging is an example of a good combination of several sales methods for packaging design.

(3) Accuracy of the grasp of commodity attributes As time progresses, consumers naturally form relatively fixed cognitions and concepts for each category of goods, such as the form and color of packaging design. The concepts of food color, drug color, and industrial product color that we often talk about fall into this category. For example, in China's food packaging, except for a few special products such as "black sesame seeds", if a large number of black and purple colors are used, it will be difficult for consumers to accept. Therefore, it is crucial to accurately grasp the attributes of goods. In addition, each product has its own price, the purpose is to occupy a certain market share price. Some product developments will have high, medium, and low grades that meet the needs of different price points. Each price of the product will have a certain limit on the cost of packaging, which also requires designers to accurately grasp the price characteristics of the product, and a reasonable estimate of the cost of packaging. Blindly pursuing high-end sense in packaging design is not scientific. If a low-priced product is designed as a high-end product, it is unsuccessful even if the cost permits, because it loses the accuracy of product positioning.

3, economical

It refers to how to achieve packaging protection at a lower cost through packaging design, making it more suitable for operations such as transportation, warehousing, loading and unloading, and bringing convenience to consumers. I once saw the product packaging of the Japanese Honda motorcycle. It is difficult to imagine such a heavy product. The main raw material for packaging is corrugated paper, which is completely scientific and well-designed. The cost of corrugated paper is very low. Designers skillfully use physics, mechanics, and other integrated technologies to combine the properties of cushioning and paperboard with good cushioning and easy cutability, and apply a small amount of wood and metal, such as firmware, to make the package available It is very protective and easy to use. It also reflects the economic benefits of design. The reduction of packaging costs directly reflects the enhancement of product competitiveness.

The packaging of export products before the 1980s in China was too crude and brought about adverse effects. After the reform and opening up, some companies have gone to the other extreme in the process of packaging improvement. That is, they have been overpacked. It has deviated from the value of commodities, giving people false feelings, and damaging the image of the products and even the corporate image. Therefore, the packaging must be consistent. In the process of long-term trade practices in developed countries, commodity packaging costs have formed industry regulations. For different types of goods, the proportion of packaging costs in the entire production cost is different. Taking cosmetics, alcohol, and canned food as examples, the United States accounted for 30%-40%, 20%-30%, 25%; UK, respectively, 25%, 8.5%, and 217%; Japanese alcohol was 10.5%. Japan also stipulates that the space occupied by packaging must not exceed 20% of the space occupied by the product. Therefore, the packaging of goods should follow the principle of high-end high-end packaging, mid-range goods mid-range packaging, low-grade goods, low-level packaging, which is value for money. Violating the principle of authenticity of this package will affect the sale of goods.

4, should have a suitable sense of beauty

The pursuit of aesthetics is one of the most basic psychological features of mankind. In today's fierce market competition, companies are racking their brains to conduct sales planning, pursuing new, extraordinary, special, exciting and even weird but often overlook the most basic beauty of product image.

In an article entitled “Live in a Shopping Mall,” written by Mr. Yasushi Akihisa of the Japanese company Grico Candy Co., Ltd., he said: “I had an investigation at a candy counter in a department store some day. Several female students were buying milk sugar.At first, they were whispering around the products that our company produced. So I naturally slowed down the pace. However, they finally put our products down and chose next to them. I could not help but disappoint me with the milk sugar, so I asked them: `What are you, younger sisters, why don’t you buy the milk sugar? The girl student looks very strange and then smiles. I can't help but question this scene again. To: `Why did you suddenly change your mind and not buy that kind of milk sugar?`, `Nothing, just because the faces on the packaging are terribly scary, and they look at me like night ghosts and make me creepy. The students replied, I listened to their words, and I stumbled upon the company, and their words had been lingering in my mind all along the way. Immediately after I arrived at the company, I took out that type of candies. For a long time, we were contemplating for a long time.At that time, what we were planning was a high-nutrition product called “a three-hundred-meter” product named “Griko”. We used a sprinter to sprint on the packaging design. The expression of tension is due to the use of realistic expressions, so the athlete’s face has a serious and painful expression.At the beginning, when the company was planning the product, it was only to emphasize its beneficial health effects, but it ignored the beauty of packaging design. Just like a person’s appearance, it will decide to give others the same first impression. Therefore, the product packaging development of the company is a failure for image propaganda. After listening to the words of several female students, we immediately proceeded to proceed. Improved product packaging." This example vividly illustrates that the beauty of the product packaging is an indispensable and important factor.

Here, I used the reference to "appropriate beauty" because the beauty of product packaging, besides embodying aesthetic functions, is more important to service for product sales. This is the most fundamental. With the reform and opening up of our country, although modern packaging design standards and theories have made rapid progress, their history is short. Most of the older generation of designers changed their careers from painting, arts, and other industries. Their concept of packaging design was excessively emphasizing beautification and decoration. Even many people in society thought that artists were designers. The emergence of this phenomenon is due, on the one hand, to a lack of understanding of the design of the society. On the other hand, it also shows that the team of professional packaging designers in China has not yet formed. I remember that many years ago, there was a packaging design awards event. The judges had older designers, artists, and writers. After some judgments, the gold award was awarded to a textile product package. The packaging uses traditional decoration techniques and has a strong decorative aesthetic. However, today it seems that to measure with modern packaging concepts, it can't be considered as a package. It can only be called “handicrafts wrapped in a jacket”. First of all, as domestic products, there are only English and no Chinese brands on the packaging. There are no descriptions, models, components, etc., and there is no product image on the packaging. What is the material, quality, and color of things. Although this packaging is good-looking, it does not work. It does not reflect the practical functions that packaging should have. So I say "appropriate beauty" is to emphasize that the pursuit of beauty in packaging design is a means, not an ultimate goal.

5, should have a sense of the times

Each era has its own characteristics, like our living environment, lifestyle, ideas, aesthetics, and of course design. In the 21st century, humankind entered the 21st century. The speed of development and change of the times is even more striking. US President Clinton once stated in his State of the Union report that the total amount of knowledge of human beings at the current stage will double every seven years and will be even faster. This is an amazing reality.

Twenty-five years ago, the name of the product and Chairman Mao's quotation were simply printed on the packaging. The packaging on the packaging 15 years ago was covered with decorative patterns. It was the packaging style of 5 years ago and we all obviously felt it. Now, with the further opening up of the country, the younger generation has liberated humanity and fashion culture has become the mainstream of the consumer market. What kind of mentality can you be as a designer in the face of various fashion trends? The mentality of looking at fashion culture is very important to designers.

If you hear someone's assessment of a young person's clothing, lifestyle, fashion, etc.--"What's it called, bizarre, disgusting...", don't be surprised, understand him. No matter how old he actually is, he is old.

6. Do not make "computer special disease"

This point would have been