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1 Why does the market consciousness require packaging and decoration designers to have market awareness? As we all know, China is now in an era of market economy, and at the same time it is an era of information society. In such an era, if designers do not have market awareness, then their design works (in fact, it is also market or The "products" required by customers are likely to fall out of the market, or be rejected by consumers. This results in the loss of vitality or the lack of a market for their designs. The person’s job is also a problem.
So, which aspects of market awareness should be noticed from? First of all, to enter the market, only by entering the market can we understand the market and grasp the market. Only by discovering new bright spots in the market can we find the common language of the objects we want to design from the market, can we make the works we have designed tight. With the market.
If you want to enter the market, what market should you enter into the market? This depends on what design the designer is working on. If you are engaged in food packaging design, it is best to go into food supermarkets, shopping malls, specialty stores, omnivores, and wholesale markets. You have to go to the shelves full of all kinds of food (including drinks, drinks) to see and touch the most attractive product, because it is the first to attract your attention, to ponder it to attract you What's special about the line of sight is what makes it special and unique (of course, this excludes the factor that the clerk puts the goods artificially in the most conspicuous place). What attracts attention is the reason for the composition. Is it the cause of the figure, the reason for the color, or any other reason? Which composition reflects historical culture, folk culture, or modern culture? Is its performance style traditional, modern or Western? In terms of performance techniques, is it sticking to certain rules or is it original?
In addition to seeing and personally touching it, it is best to stay at the site for a while to see why consumers buy these products. Is the impact of the brand, the impact of packaging design, or the impact of prices, is the influence of customary consumption? Or is the impact of the Introducer?
Understand the above situation, but also through the mall salesperson or Purchasing Manager to understand the situation of a certain kind of commodity sales, and whether the sale of such goods is fast or slow, because of the price, packaging, or internal quality? In this type of product, there should be a general understanding of the sales situation of each month and the sales situation of each product, which is of certain reference value for the personnel engaged in packaging design. By the same token, if you are engaged in the design of cosmetics or the design of medicines and the design of clothing, you will have to go into their respective markets. The same as the above methods, observe and understand. To feel.
Second, if you want to walk into a company or into a customer (that is, the person you serve), the goal is to go into the production site and look at it. Take a look at the characteristics of the product and the quality of the product, as well as the form (or shape) of the product. Some foods must also be tasted. Only after you have a basic understanding of the products you want to package, can you design your own packaging with regard to the determination of colors and patterns, so that your design does not deviate from reality, can be welcomed by manufacturers and consumers.
Of course, there are special reasons why you can't go into the production site to understand the situation of the product. Then you have to think through the customer of the service and try to understand the situation of some products or the requirements of the other party. Only by thoroughly understanding their requirements can your design be closer to your clientele. Of course, it is undeniable that we will often encounter some service people who do not know how to do it, and we cannot do this kind of object to the needs of them, so as not to make the works we design so outrageous. The best way is to give them reason and explain why, then explain the intentions you have conceived to the other party and reach the two sides. In this way, it is also guaranteed that the designed work will become a satisfactory work for both parties.
Third, we should enter the news media. These news media should be a kind of visual news media, such as television (including websites), newspapers, magazines, etc. From these carriers, we will see some products and new product packaging from time to time through advertising screens and information. In particular, the words "new products, new packaging, new styles, and new tastes" directly hit many carriers. These products will bring us a lot of useful information and some reference value. This information channel is sometimes more direct, faster, more topical, and more impactful than a mall. Therefore, entering the news carrier is a supplement to the market.
In addition to these, don't forget to walk into the books, into the database, into the hotel, into the crowd, to find and pick up something that is not available in the market, both new discoveries and inspiration.
2 Advance consciousness is important. The forward consciousness is always young and always full of vitality. It will always be the market leader. As a designer of packaging and decorating, your work is designed to serve the market, so you must have a sense of ahead of time, have a sense of ahead of time, in order to make the design of product packaging along with the product to go in the forefront of the times.
So how can decorator designers have this sense of advancement? In my opinion, we need to develop a few habits:
(A) From the market, it is very difficult to innovate and innovate in comparison. It is not innovative to close a house behind closed doors. Only by going out and going to the society and going into the market to see more, look at the packaging of goods and commodities, compare them, and find out what is new and unique and unique, and inspire yourself by looking at and comparing. Inspired by creativity, you will find something in your imagination space that is better than something that is newer, so as to enhance your creative and creative level. In addition to the above, the innovative method can also consider how to improve and change its own ideas on the basis of existing products or packaging. As for its own ideas, it should also assume more new solutions, such as A program, B program , C program, D program, and so on, and then establish the program that they think is more "innovative" and innovative. These proposals can be given to the people around them to solicit their opinions in many ways and they can be recognized by most people. This plan has become a successful plan.
(B) dare to take the road innovation that others have not walked, you are thinking too much. Think of something that others didn't think of, and go for the path that others haven't walked. The so-called multi-thinking, the first is to dare to think and often think. This kind of daring is thinking about the creative design of the interior design that they are engaged in. There are more ideas, more ideas, and sometimes even whimsical thoughts. "Not practical?" This does not matter. The problem is to be able to think and dare to think. This is very valuable. It is understandable that the imagination of the Himalayas, as it were envisaged, brought in the warm heat of the Pacific Ocean and the Atlantic Ocean, although this is impossible to achieve. For example, in the aspect of corporate image construction, Wuliangye Distillery Co., Ltd. uses a bottle as a model and built the office building of the factory. The idea is unique, the image is spectacular, and it leaves a deep impression on people. In fact, even aircraft, heaven, submarines into the sea are all produced in the daring.
In addition to daring to think and think, decorators must constantly think, think new ideas, think out new roads, think about inspiration, and think of new ways of expression. There must be “a poem that breaks a thousand lines.†spirit. It should be explained that this kind of thinking does not mean drilling a horn. It means to think of a few good ideas, to come up with a few good ideas, and to come up with a few good ideas. At the same time, we must think about where others do not want to think about other people's thoughts, and take the road that others have not gone through. Only in this way can we create youth forever, and we can keep the design works in keeping with the times.
3 Advertising A good graphic design, including packaging, posters, and displays, is inseparable from good advertising language. Because a good slogan is not only the finishing touch of a work, but more importantly, it can attract a person’s attention and walk into the depths of a work or a product through the slogan's guidance, or that the slogan is Declaration of a work and product. In everyday life, it is not difficult for us to notice this phenomenon. Such as: Shuanghui Wangzhong ham sausage advertising slogan is "Wang Wang's taste, the world's people's taste." Toyota Motor's slogan is "There must be a road before the car and there must be a Toyota car." Jule's advertisement is "into the new century, drink a new trend" and so on. These slogans are not only wonderful, concise, and rich in culture but also have a long aftertaste, making them unforgettable.
So, how can packaging and decorating designers establish this kind of advertising awareness? the author thinks:
(a) It should be seen that the slogan is the eye of a package or poster. If a good package or poster has no slogan like a pretty girl who has no eyes, she will naturally lose its brilliance and charm. Therefore, slogans cannot be used in packaging and posters. As a designer, we must also pay attention to the role and value of this slogan, and leave it room for it at all times. For example, the author recently saw several posters of the first printing factory in Henan Province: one is the photography of a car; the other is a photograph of a tap washing tomatoes; one is a rose and the underwater world The combination of paintings. These pictures are more sturdy from the point of view of photography and printing, but it is unclear what theme they want to express because the overall picture has only one line of nail-sized words in the lower right corner of the picture in addition to the above content. The first printing factory in Henan Province did not see anything else. For this matter, I deliberately asked the person in charge of the plant to ask for the intent of the screen design. However, the other party did not answer the previous sentence for a long time. In the end, he had to say: “That is, it means that the printed products are not badâ€. In fact, if one or two sentences (figure-sized text) slogans appear casually on the above screens, such as "old printing, new look" (the factory is a famous old printing factory in Henan) or "clearly to let you see To the ant's hair, etc., this way, the effect of securing its propaganda printing will be revealed. Therefore, it is very important that the advertising language plays a role in a package or poster. The decorator must have such a sense, don't forget to leave a space, because it also has the value of gold.
(b) Designers should learn to extract good slogans for packaging (posters).
We should also see that sometimes slogans are the theme of a package and poster, or the best way to help people go to the screen theme, so it is inseparable from the contents of the package or poster. It is both a guide to content and two wings for expressing content. The question is how to refine a good slogan, but it is not an easy task. This requires packaging and decoration designers to pay more attention to strengthening literary culture and increase the accumulation of literary knowledge in order to understand the basic situation of a product package or poster. Afterwards, we have targeted creation. And to create more than a few programs, more to seek the views of manufacturers and users as well as other people's suggestions, to be simple, clear, and at a glance. In the process of creation, it is necessary to pay attention to the reflection of packaging and posters on the market, among consumers and their audiences. Do not irrelevant or irrelevant. It will even backfire.
4 brand awareness from China's first rabbit trademark to the current market economy brand battle; from the foreign Coca-Cola, McDonald's to China's famous trademarks and well-known trademarks, all illustrate the importance of the brand. The source of these brands (or the design of the trademark) is mostly from the hands of decorators. From this we can see how close the relationship between the decorator and the brand is. Therefore, here is a special emphasis on the designer's brand
10 Kinds of Consciousness that Packaging and Decoration Designers Should Have
As packaging and decoration designers, in addition to having a good quality, what kind of good awareness should they have? These awareness should be: 1 market awareness; 2 advance awareness; 3 advertising awareness; 5 brand awareness; 5 folk (or ethnic) awareness; 6 cultural awareness; 7 original awareness; 8 taste awareness; 9 environmental awareness; 10 self-negation awareness . All of these are required to be noted and continuously cultivated in the usual work and practice of learning and practical application.