Ways to package creative expressions

First highlight the characteristics: different products, have different characteristics, this feature is often a company and its products are different from other companies, products, personalized, embodies the difference between the product and other similar products. The attraction of a company’s products to consumers is often not their commonality but their individual characteristics. McDonald's and KFC, for example, have their own consumer groups. Their products are common and not the same, but consumers go to McDonald's to eat hamburgers more: KFC is more to eat chicken wings. What consumers eat is unique to them, not the cola drinks they all have.

Second, consumer orientation: The object of appeal of the packaging image is the identity group and influence group of the product, and is the final consumer of the enterprise product. When designers design creatively, they must be clear about who the product is sold to. This is a positioning design for a specific consumer group of products. Consumer groups can be divided according to age, gender, country, culture, class, etc. Different products face different consumer groups. Therefore, design can only directly reflect on the specific consumer groups faced by the product. The result is that the distance between the product and the consumer is brought closer to create a sense of affinity.

The third emphasis on the brand: different products, different brands and product names, personalized brand image is a powerful weapon to occupy the market. New products often rely on creative new images to win the goodwill of consumers. If I design the "right and left" wine packaging, the company's original packaging and brand font lack of personality, not very good in the market. In the redesign of the packaging, I made a special design for the “Left and Right Wine” brand font. Since the product name is five characters, too many words and strokes are too cluttered and not very easy to handle, I chose to start with the most important two words. As a point of design and cutting, "Left and Right" use calligraphy to reflect the concept of traditional wine culture. At the same time, the "Left and Right" spacing and size were treated in a continuous manner. Make it feature in the form of signs. Reached a prominent, prominent brand of visual effects.

The fourth is to use the least amount of investment: to obtain the maximum return. This is the business credo. The performance of the design can also be used for this reason. However, the lack of design is the result of a large number of pre-conceptions and multiple project filtering. It is the essence of packaging graphics and texts. When it comes to ten, the main color and simple layout of the packaging, clear, simple packaging screen, let people feel noble and elegant and stylish. . Extremely few, sometimes more than tedious, this kind of less is not a simple, but through the concentration of refining the height of the concentration.

The fifth degree of assurance: packaging design is a practical visual arts, dual function and art, in order to achieve a strong artistic appeal, all other visual art forms can be its means of expression, a unique art of various painting languages Expressiveness is the delivery of product information. This packaging is a great idea for decorating the paint packaging with famous painters' oil paintings.

The sixth case can not be met: some things in real life can be encountered, but can not be expected, random occasional performance of packaging design is also similar. For example, the performance of the abstract mechanism of packaging shading is an accidental use. The accidental shape is formed by natural coincidence. It is difficult to predict and cannot be set in advance. For example, the shape of the ink cartridge, the shape of the floating cloud, and the computer filter are free. The accidental forms produced by the production are all of accidental complexity and complexity. The result of natural action is generally unpredictable and spontaneous. Although the accidental shape is more ambiguous, its charm is often unique to Superman. It is also one of the commonly used techniques for packaging design to pursue the novelty of the screen.

The seventh addition and subtraction: One of the hallmarks of the highest state of art is to do subtraction. The same is true for the Chinese painting's promotion of "unintelligible" packaging design. In particular, the performance of a graphic cannot be exhaustive, and its essence must be taken as the most concise visual language.

The strategic design concept is an emerging commercial design concept, a product of market economy, and a brand-new design concept that enables designers to truly go to market and be recognized by the market.

General good graphic design questions need to have the following skills: 1, design software operating skills. 2, the ability to grasp and use color. 3, the ability to think of ideas and creativity. 4, mastery of printing related knowledge. The strategic design concept will impose higher requirements on design questions. It not only possesses the above-mentioned major skills, but also must be a market analyst or planner, understands marketing, and has a unique product and enterprise image promotion. The strategic thinking is both an artist and a planner. At present, there are many companies that provide various types of services for enterprises, such as advertising companies, public relations companies, planning and consulting companies, design studios, and municipal companies. The division of labor in the society has become more and more refined, so that companies are also indecisive when choosing cooperative companies. Some enterprises “differentiate the division of labor and cooperate with each other”, what kind of company needs to choose what kind of company, and this results in a high cost; some choose a company to conduct a full-scale agency, and this result is “put the egg In a basket, the services received may not be all desirable. The concept of strategic design plays a good role in the operation of the enterprise market. Strategic design is a comprehensive service approach. For services, design is no longer a single operation, but is the result of more participation and integration of other departments. The design work submitted to the client is based on the information-market-analysis-positioning-reflection mechanism. Strategic design is no longer simply the implementation of a certain creative idea, or a part of a series of projects, but the participation of the project to explore and demonstrate, make full use of design expertise to establish a good image for the company's services. The importance of revisiting the vision is because people are again ignoring the visual image of the product and the overall image of the company in the era of planning. It seems that the success of the product in the market is only due to the planner's big idea, and thus ignores other factors.