Three principles of packaging design
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The so-called packaging not only has the function of acting as a product protection god, but also has a positive promotion effect. With the fierce market competition in recent years, more people are trying their best to make it play the latter role. Japanese scholar Ibuki has proposed a principle of "mesh, rational, and good".
Eye-catching
Packaging should play the role of promotion, first of all to attract the attention of consumers, because only the goods that cause consumers to pay attention to the possibility of being purchased. Therefore, the packaging should use novel and unique shapes, bright colors, beautiful and delicate patterns, and each characteristic material can make the packaging have a striking effect, so that consumers will have a strong interest at a glance.
The shape is peculiar and novel, and it attracts the attention of consumers. For example, the shape of a wine bottle is generally cylindrical, and when a straight-shaped wine bottle appears, it will have a striking effect. Some wine bottles also use a free-curve, chic and elegant, like a fairy dancing; some bottles use imitation modeling, designed into a complex anchor shape or body shape, in a group of cylinders, cuboids in the shape of a bottle It will look very prominent and beautiful.
The beauty of color is the easiest to feel. Some market analysts even think that color is the first factor in determining sales. They found in long-term market research that some colors as packaging of products will make the products surprisingly bad. Pin, gray is one of them. They believe that this is because gray is hard to make people feel, and it is naturally difficult to generate the impulse to shop. They proposed that red, blue, white, and black are the four major sales colors, which were discovered when comparing the images of red, blue, white, black, green, orange, yellow, and brown. In the case of red, it has the largest number of images, and it is the image with the strongest relationship between the sun, fire, blood and life. Therefore, red is the most exciting. Blue, white, and black are also closely related to the sun, and the sun is always hung above the blue sky. When the sun goes down, the sky is dark. When the sun rises again, the sky in the east becomes white. These four colors are important colors that govern the rhythm of our daily life. The goodwill and interest, this analysis has certain rationality. The pattern works in conjunction with color. The carton of the "Snow Lotus" brand cashmere sweater is soft and light green. The box has a white snow lotus pattern protruding from the box. It is extraordinarily elegant and eye-catching. Outside the bottle of "Western Han Dynasty Ancient Wine", there is a red-colored sign with an antique black pattern on the bottom of the box. The four black and dignified black scripts "Western Han Dynasty Ancient Wine" on the background of the box of hay and yellow are like an old man telling A long story. In a row of colorful bottles, its unique style is very eye-catching.
In general, the packaging pattern should be based on the brand logo, fully display the characteristics of the brand trademark, so that consumers can immediately identify a factory's products from the trademark and the overall packaging pattern, especially brand-name products and brand-name stores, packaging The eye-catching trademark can immediately appeal to consumers. The changes in the material of the packaging also attracted people's attention. The porcelain gifts exported from Shandong were ingeniously packaged into portable boxes for packaging, which not only made full use of the surplus labor in rural areas, but also made a large amount of cheap local materials into folk characteristics. The elegant and elegant crafts packaging is more artistic than the ordinary carton packaging. The Sichuan famous “Wrapped Rabbit” was originally packaged in a red rectangular carton. Now it is made into a delicate cylindrical container with fine bamboo slabs, which is unique and beautiful, and makes an unforgettable impression.
Understand
Successful packaging not only requires consumers to pay attention to and interest in the products through the use of styling, color, patterns and materials, but also enables consumers to accurately understand the products through packaging. Because people buy not the packaging, but the products inside the package. The most effective way to accurately convey product information is to truly convey the product image. It can be fully transparent and can be used to open the window on the packaging container to display the product. The product graphic can be drawn on the packaging, and a simple text description can be made on the packaging. You can print colored product photos and so on on the package.
The "Snow Lotus" brand cashmere sweater has a "sunroof" on the upper part of the carton pack. The color and texture of the cashmere sweater can be clearly seen through the cellophane. The “Diamond” brand stainless steel kitchen knife of Yangjiang, Guangdong Province is packed in a carton with a fixed knife body, which makes it easy to carry and sell; the close-up lens on the box surface shows the sharp blade of the cross; the bottom picture is vegetables and meat, attached With the photos and descriptions of the origin, history and quality of the kitchen knife, the long history and superior quality are truly visualized and welcomed by domestic and foreign customers.
Accurately communicating product information also requires that the grade of the package be adapted to the grade of the product, and that covering or exaggerating the quality and function of the product is a failed package. The ginseng exported by China has been packed in sacks and cartons. Foreign investors suspect that it is dried radish. Naturally, it is understood from the grade of such rough packaging.
Conversely, low-end products use gorgeous packaging and do not appeal to consumers. At present, most of the small food packaging on the market in China is very beautiful. The striking colors, gorgeous patterns and silver-gray aluminum foil bags with attractive descriptions are very attractive to consumers, especially children, but many times bags The value of the food inside is far from the price, which makes people feel cheated. Therefore, the grade of the package must match the grade of the product.
According to the successful experience of domestic and foreign markets, the packaging of high-end consumer goods used by high-income people adopts simple and clear pictures, soft and elegant colors and superior material materials; low-end consumer goods for low-income people. , use more obvious and vivid colors and pictures, and then use the word "economical" to express. This is to make the product information accurately communicate to the consumer and make the consumer understand.
Accurately communicating product information also requires that the shapes, colors, patterns, etc. used in the packaging do not violate people's habits, resulting in misunderstandings.
Such as the use of packaging color has the experience: butter does not use yellow packaging design and other colors are unsalable, coffee can not be sold in blue packaging, because people have long been fixed on certain color products. Understand that these colors can also be called the product image color. The color of the product comes from the product itself, the brown color represents the tea, the peach color represents the peach, the orange represents the orange, the yellow represents the butter and mayonnaise, the green represents the vegetable, and the brown is taken from the coffee.
Some are psychological sets, such as the relationship between color and taste. Japanese marketers have done some psychological tests, asking consumers to look at the two brands of curry boxes to distinguish between sweet curry and spicy curry. Gurico curry is sweet, but 70% look at it in a red box and think it is spicy. SB Gold's sweet curry box is yellowish in color and is recognized by most people. Obviously, the SB Gold Sweet Pack is well understood and it is definitely better than Gurrican Curry. In fact, the SB Gold Spicy Curry Box is made of red and black packaging. It was very popular when it was launched around 1965, which caused its stock price to soar. This shows that the red and black design expresses the spicy taste very clearly. Meaning and understood by consumers. The color of the product is not complicated and profound, and the average consumer can understand it very naturally.
Good feeling
That is to say, the shape, color, pattern and material of the package should be able to arouse people's favorite emotions, because people's dislikes play an extremely important role in purchasing impulses. The good feeling comes from two aspects. The first is the practical aspect, that is, whether the packaging can meet the needs of all aspects of the consumer and provide convenience. This involves the size, the number, and the exquisiteness of the packaging. The same skin cream can be either a large bottle or a small box. Consumers can choose according to their own habits; the same product can be easily selected as a gift, and the packaging can only be used by itself. When the packaging of the product is convenient, it will naturally cause the consumer's goodwill.
The good feeling also comes directly from the feeling of packaging, color, pattern, and material. This is a comprehensive psychological effect, which is closely related to the environment in which individuals and individuals live. In terms of color, each person has their own favorite and hateful colors. Of course, they cannot be forced to be uniform, but they also have something in common. For example, most women like white and red, pink, and they are called female colors. The use of white and red in the packaging of women's products can be a favorite of ladies. Men like to be serious and serious black, black is also called male color, men's special packaging and black can be favored by men. Various ethnic groups have different favorite colors, people are called national colors, Americans like yellow, and products that use yellow packaging are popular, such as Kodak color film, the product of the world's largest construction machinery manufacturer Kadipira, Kuleiluo. Cosmetics, Markov, Fakuta's sunscreen and more. But the Japanese don't like yellow. In Japan, yellow packaging is often not sold. Some people think that Americans like yellow is because they love blondes, and because in the hot regions of southern states, the sun looks golden. The mystery here is no longer discussed in depth. This kind of national favorite psychology is also relatively changing, we just emphasize that the feeling of being overwhelmed can influence the purchase behavior. In short, the shape, color, pattern, etc. of the product packaging should use a type that can be loved. This needs to be sought through various market research and psychological tests.