New Requirements for Brand Design for Packaging Design (I)

Abstract: Discusses the connotation of the brand, the importance of packaging design in the process of brand building, and the new requirements of branding for packaging design in modern commodity markets.

Keywords: brand; packaging design

0 Preface

In recent years, some new changes have taken place in China's commodity market. Thousands of commodities have flocked to the market. Market competition has gradually transformed into brand competition. Packaging design plays an important role in brand competition as an important means to convey information and promote brand image. Today's packaging functions have evolved from the initial protection functions and convenience functions to the economic functions of promotional merchandise and the enhancement of corporate image and other social functions. Therefore, some well-known companies are always trying their best to make efforts in packaging design. Conversely, if a company ignores the packaging design, it will seriously affect the branding, and will undoubtedly be punished by the market. Therefore, it is very important to analyze the new requirements of branding for packaging design under the new situation.

1 Branding

1.1 Brand

The brand includes the quality, performance, and degree of consumer satisfaction, etc. It comprehensively reflects the satisfaction of the external brand to the intrinsic quality of the package. In the new economic society, the brand is not only a visual impression of the product, but also a commodity production company or a socialized group in order to make their own material products, spiritual products, and groups themselves known, established reputation, and shaped. An image project designed to show the image and taste. The brand building is constantly improving this project.

1.2 Several steps in brand building

1.2.1 Performance Brand Identification Brand identification is a brand distinguishing from other brands. It means that the product is distinctive and unique. It is a special mark of the product and generally includes both text and design. Each successful product brand recognition relies heavily on creative packaging visual image design. This visual image design is mainly reflected in the packaging graphic design.

1.2.2 Establishing a brand image Brand image represents a corporate image. Modern market competition not only manifests itself in the competition of internal quality, price, and cost of the product. In today's society, it also develops to a higher level of image competition. The specificization and identification of the brand is the direct transmission and promotion of the brand. Therefore, in this sense, brand image creation depends on the success of packaging design. Consumers generally cannot directly contact the corporate identity. They are only exposed to advertisements and products. Advertising is of course important, but it leaves a direct impression on consumers. What can only be a product, the untouchability of advertising also determines the only product that can give consumers a direct impression of the company's identity.

1.2.3 Strengthen Brand Personality If you do not strengthen your personality, you will not be able to attract consumers' eyes from a wide array of products. “Like all people”, their lives will not last long. The important means to strengthen brand personality is package design. The use of excellent materials and mature technologies, especially distinctive styling, such as photography, painting, fonts, patterns, colors, printing, and other visual communication means can strengthen the brand. Personality.

2 Packaging Design and Importance

2.1 Connotation of Package Design

Traditional packaging design mainly refers to exterior design, that is, visual design, including modeling and graphic design. Through the use of graphics, text, and colors, it attracts consumers and allows them to quickly identify the contents. Modern packaging design expands its extension on the basis of traditional packaging design, that is, “preparation work to facilitate the transportation, circulation, storage, protection, and sales promotion of goods”. Packaging design should be the shaping of corporate temperament and brand personality. It is a unified design of visual effects and psychological effects. Modern packaging design is known by the masters as a "belief" and is an integral manifestation of corporate philosophy, spirit, product appearance, quality, advertising communication image, and identification image. Packaging design has become one of the major factors in the success of brand building, product sales, and corporate development.

2.2 The Importance of Packaging Design for Branding

With the improvement of the packaging function, the packaging design has also been transformed from the original specialization into a design strategy. The packaging materials, packaging structure, packaging modeling and packaging and decoration contained in the packaging design are integrated in the development, production and sales of the entire product. , is an important part of the production and marketing of one of the dragon, so any brand image can not be separated from the packaging design of this important link.

To express brand identity, when designing a package, it is necessary to refine the name, specification, composition, use, and performance of the product, and perform a reasonable performance through the patterns, words, and colors on the packaging and decoration so that the audience can see the logo. At the moment of hearing the name, the real existence of the actual product and the good image of the company are felt. For example, Motorola, through its unique M variant, immediately reminded people of the world-famous mobile phone manufacturers and their corporate philosophy.

As we all know, the reason why the company’s products are put on the market is that they can be warmly welcomed by consumers both at home and abroad. In addition to its excellent internal quality and quality, it is also due to its first-class brand image packaging design. Unpretentious packaging is difficult to attract the attention of consumers, and poor packaging can also seriously affect people's desire to buy, leading to poor sales of goods, thus causing the company to suffer losses.

It is not easy to establish a brand, but it is even more difficult for the brand to have a living vitality. This requires that packaging design constantly strengthens the personality of the brand. Only by constantly strengthening the brand personality can the brand shine. Such as Coca-Cola's packaging design, in the design of the use of red and white letters with ribbon-shaped fonts, showing its enthusiasm, lively, friendly character, breaking the traditional idea of ​​white glass bottles as packaging, bold use of green glass bottles as packaging, open beverage packaging The first of its kind, showing extraordinary charisma and intangible character, left a deep impression on consumers. It is an excellent example of using package design to strengthen brand personality.

(to be continued)