New era of commodity packaging design

1 Transform design concepts. People-oriented

The 20th Century Ford Company was founded into Ford said: There are thousands of colors for customers, and we only have black ones. . At that time, business owners occupied the dominant and dominant position in the entire advertising campaign. It was an era of business owners. In today’s era, the subjective needs and motivations of advertisers continue to be highlighted, ignoring the public’s ability to act and subjective imagination. Persuasion", influence, will inevitably fail.

Today's designers must figure out who the product is for when they are designing creatively. It is a positioning design based on the specific consumer groups of products. Consumer groups can be divided by age, gender, country, culture, and class, and different products face different consumer groups. Therefore, the design only considers the specific consumer groups faced by the product, narrows the distance between the product and the consumer, creates a sense of intimacy, and fully satisfies the functional and psychological needs of the consumer.

2 Actively participate in shaping the brand image and personality

In fact, due to excessive competition between domestic and international companies, the differences between products and marketing methods of similar enterprises are getting smaller and smaller, the homogeneity between brands is getting bigger and bigger, and the rationality that consumers use when choosing brands is getting more and more. Less, therefore, depicting the image of the brand is much more important than emphasizing the specific functional features of the product. The advanced industrial countries attach great importance to the establishment and maintenance of the product brand image.

In packaging design, always pay attention to maintaining consistency with the brand image. On the one hand, the packaging of goods is a link in brand building. The packaging of goods and various advertising activities together shape the brand's unique image and personality. On the other hand, the packaging of goods is part of the brand image. When consumers look at a certain product, it immediately triggers the association of the brand image of the product. The power of the brand appears undoubtedly, and consumers either rely on the trust of the brand or Either out of adoration of the brand or out of the special psychological needs of the brand.

3 The form and form of the package must meet the requirements of the times

The use of packaging materials to keep up with the times The oldest form of packaging is single-packaging. With the development of the times, the development of packaging forms must continue to deepen. The current sales and packaging of goods in the international market are moving toward easy portability, ease of use, Chen Hao, safety and hygiene. Its characteristics are:

Small and lightweight, easy to carry. In the high-tempo modern society, the fierce competition in commodity competition, a certain details often determine the orientation of fee consumers in shopping. Therefore, the packaging specifications of commodities should be diversified, and the structure should be lightweight and portable.

Facilitate Chen Hao 0, sales. In order to adapt to the sales environment, the main point of the current sales point is a supermarket. Products are displayed on the shelves in a stacked manner. Promotional activities are often held during the sales process. Therefore, packaging design should focus on stacked packaging or hanging. package.

Visible and easy to use. After the goods are packaged, they can show the product's form or characteristics, colors, and are easy to unpack.

Health and Safety. Should use soft texture, toughness is not afraid of collision and extrusion packaging materials. In order to pay attention to hygiene, there is an increase in disposable packaging and more and more inflatable packaging of fresh foods.

The early form of the packaging was aimed at practicality and economy. The packaging styling emphasizes the practical value of protecting the product. Obtaining the best effect with the lowest consumption is the basic requirement for packaging design, and is also the criterion for other human activities. Therefore, this general economic law should be kept in mind when designing packaging. This is the basic point of package modeling. With the improvement of the economic level, the demand for aesthetics from doors and gates is getting higher and higher, reflecting the following features in the form design of packaging:

Emphasis on aesthetics: The aesthetic appearance of packaged form is the basic condition to meet people's spiritual needs. This is one of the means to promote the sale of goods. Today people not only demand genuine and cheap, but also hope to feel beautiful from the product modeling and packaging. Enjoy and make it feel good. Designers must always grasp this psychology to complete the package design activities.

Emphasis on originality: that is, the individualization of packaging modeling, in the design of packaging design should also emphasize creativity, it is to meet people's personalized requirements of one of the means, because personalization can best reflect one's self-worth.

4 Packaging Design Should Develop Nationalized Personality Style

Nationalization, which is traditionally understood as localization, is a folk image that does not cross national borders. Based on this understanding, the formal concept of packaging-specific national style should be understood from two aspects. (1) It is a traditional packaging form, local characteristic packaging material, and traditional aesthetic concept. Such as China's Shandong, Henan and other places choose corn hat made into the pocket, used to pack wine bottles, Fujian has a kind of bamboo shoots packaged tea, Shaoxing Huadiao jars and other places have distinctive local characteristics and aesthetic taste; (2) Nationalization is understood as the modern aesthetic appeal influenced by different regions, different ethnic habits, and cultural backing. Such as Japan's exquisite packaging design, elegant colors, the United States is rich in packaging atmosphere, the French packaging is very romantic, British packaging is rigorous and deep. All leave a deep impression on the consumer. If China wants to develop from a big trading nation to a powerful trading nation, in addition to improving its technological innovation, it is imperative to strengthen product packaging creativity and enhance brand image. While providing our country with the best products in the world, it also allows consumers around the world to experience a strong Chinese style.

One of the prominent features of modern design is the emphasis on the use of new materials. The development of science and technology promotes the renewal and improvement of materials. The concept of consumers seeking new ideas has brought about continuous development of packaging materials. Packaging designers must always pay attention to high-tech materials. The expansion and application in the packaging field, especially some materials with great development potential. Such as nano-packaging materials, metal matrix composites, bio-polymers, silicone and fluorine-based materials, new plastics and plastic alloys, metal foils and profiled materials.

5 Packaging design must have a green awareness

With the development of human society, environmental pollution and the ignitability crisis have caused people's great attention. Environmental awareness has become the trend of the world. The packaging designer must consider what pollution the environment has in the process of producing packaging materials and manufacturing packaging containers, and the degree of environmental impact in the packaging consumption and circulation process.

In terms of material use, it requires more use of materials that can be used for biodegradation and recycling cycles. In terms of visual expression, influenced by the theme of green design, designers should propose the design direction of less is the United States, promote the symbol of concise and bright and full of implication for a variety of product packaging, design and design through a simple package shape and utensil design Impress consumers and oppose overdesigning J. It is the responsibility and conscience of the designer to research and create green packaging that is conducive to the environment and beneficial to humanity.

In 1972, the United Nations released the curtain for the human revolution that opened the world's green revolution. In 19753, Germany took the lead in introducing green recycling marks for product packaging. This sign is a circular pattern consisting of green arrows and white arrows. The two-colored arrows indicate that the product or packaging is green and can be recycled and used, in line with the requirements of ecological level and environmental protection. In the following ten years, in the world, green packaging has been highly valued by all countries in the world. Under the impact of the revolutionary ideas brought about by the green tide, various countries in the world have promulgated various relevant policies, policies and regulations. Now packaging with recycling marks has occupied the vast majority of the market in Europe and the United States. Today's measurement of a designer's design ability often emphasizes his emphasis on environmental protection factors in design; while measuring a country's packaging design level depends on the popularity of recycled packaging in the market.

6 Conclusion

The design changes with the times and meets people's psychological needs. For the benefit of people, it is a good design. As long as the Chinese packaging designers can grasp the pulse and needs of their development, they can design consumers to make a glimpse. Love at first sight packaging.

Chen Junhong (Xiaogan College)

Reprinted from: China Packaging Industry Network