New Requirements of Branding for Packaging Design (Part 2)

3 New Requirements for Brand Design for Packaging Design

3.1 Branding requires more concise and personalized packaging design

The basic function of packaging design is to identify, through the company's logo of the color, graphics, fonts and unique features, in the forest of the total number of goods, Zult special, so as to establish a brand image. In modern society, there is a wealth of material benefits, and there are more and more products of various brands. As people's lives develop faster and faster in the direction of modernization, such changes must make goods available within a short period of time for consumers to purchase. Jumping out from a number of similar brands to promote purchases, the formation of a good brand requires a simple and personalized packaging design. People in different cultural backgrounds only see the red head and know that it is Coca-Cola. If they see the blue "V"-shaped strip on the gold floor, they will know that it is "3,5" cigarettes. This is the effect of personalization. If package design is complicated and ambiguous in terms of the visual transmission of information, it will be difficult to leave an impression on the minds of consumers. Products will inevitably be of little interest.

3.2 Branding Requirements Packaging Design Has Richer Connotations

Branding is a project that is the implementation of corporate image strategy. The corporate image strategy is to create a good corporate image. Specifically, it is the company’s business thinking, corporate spirit, corporate values ​​and corporate philosophy, while packaging design should be sufficient. Reflect these contents, such as corporate image, corporate culture and management philosophy. The Leiye bottles of “wild wine” are full of “continuing battles” and are a very good reflection of the spirit of enterprise.

Packaging design should also better convey product information J. Product information is the main message that packaging design conveys. It directly introduces consumers to "What am I, how do I do it?" Brand competition in the modern market is extremely fierce and does not allow products to have more time for self-introduction. Therefore, packaging design must be able to convey the external image, product origin, and product function of the product while creating visual impact. This requires packaging design in the material, structure, shape and decoration more refined, it is necessary to attach great importance to the psychological process of aesthetic perception, especially the sensual nature of packaging design on the role of consumer perception sensory role in the aesthetic perception of consumers, This role is the basis for causing consumers to associate and rise to a spiritual level. For example, the color used for decorating, orange and orange used for orange juice packaging, pale pink, light green and other soft colors reflect the attributes and characteristics of women's cosmetics, etc., with accurate color, can reach thousands of words, easy to remember, but also show The taste of the company.

Packaging design should have humanistic thinking. In the modern packaging design, through the ingenious application and exquisite combination of various packaging materials, patterns, colors, and shapes, consciously integrate cultural elements into the packaging, giving the product different styles and rich cultural connotations, and making the products borrow from the culture. Value-added to attract more consumers, while at the same time the humanistic thoughts are embedded in emotions and artistic conception, combined with unique aesthetic visual performance, they receive wonderful results and achieve the goal of strengthening the brand. Such as "shanshan" brand environmental culture, green culture integration. “Fir Shan” brand is closely related to the modern theme of “ecological balance and environmental protection” when designing logos for suits and packaging: Two blue streams formed with the “S” of Chinese fir are flown from a green fir tree. In the past, green and blue waters have blended together, and the logo and green environmental protection have set off each other. It expresses the Shanshan people's desire to care for the survival of humankind, love nature, and love green, and has won consumers' wide favor.

3.3 Brand Establishment Requirements Packaging Design Features of the Times

With the rapid development of society, the brand of commodities has been transformed from the popularization of the times of food and clothing into personalization, humanization and emotionalization, which is the so-called fashion. When people buy a certain product, they are not only satisfied with the inherent quality, but also pay attention to the fashion sense of the product. Therefore, the branding requires that packaging design use modern language and compatibility design thinking, and at the same time, it should pay attention to innovation. When choosing a drink, a couple will choose "Always" and give up "Very Cola". The simple reason is that the former is romantic and has a profound artistic conception. Every year, the varieties of moon cakes before the Mid-Autumn Festival are mixed and one day later, there is no one to intervene. “McDonald's” is always on the market. One of the important reasons is that we lack the renewal of traditional brands, we do not inject the fashion vitality, and there is no traditional culture. Conduct deeper excavations. Therefore, a large backlog of "roadside goods" is stored in warehouses. Its brand image must be three-point low, and it is not surprising that its sales are slow.

4 Conclusion

Times are changing, and the requirements for branding on packaging design are constantly changing. A good brand image, a good appearance packaging requires brand owners and designers to constantly surpass and innovate. Only by fully seeing such changes, recognizing new requirements, injecting new vitality into product packaging design, and upgrading brand quality can we enhance the competitiveness of our products in the world's large markets, and make our company invincible.

(Author / Wu Deming Department of Art and Design Wuhan Institute of Technology)

Journal of Wuhan Polytechnic University