Text is the basic element to convey the design of residential packaging. Many good packaging designs attach great importance to character design, and even completely deal with decorative pictures with the changes of characters. Because many people have high requirements on the details of packaging in the process of consumption.
The color of packaging is the most active factor affecting vision, so the color design of packaging is very important. Whether the overall feeling of packaging color is gorgeous or simple depends on the overall tone of packaging color. Create visual impact with color. Strong visual impact can attract attention and form a deep impression. According to the survey of psychologists, 83% of people's brand memory depends on vision, 1 1% on hearing and 3% on touch. The visual effect of brand packaging plays an important role in brand promotion. The strong visual effect of packaging comes from simple and clear brand logo, unique packaging modeling, distinctive color treatment, packaging materials that reflect product characteristics and other factors. In the highly competitive commodity market, it is inseparable from the design and application of colors to make commodities have visual characteristics that are obviously different from other products, to lure consumers more attractively, to stimulate and guide consumption, and to enhance people's memory of brands.
These elements combine all kinds of consumer psychology reflected by customers in the purchase process to promote consumption. People's psychological activities are extremely subtle and elusive, and people often buy goods by their own impressions. The psychological test of commodity packaging on consumers shows that beauty, ugliness, elegance, care and rejection are not only different for men, women and children, but also very different because of the preferences of countries, regions and individuals. Therefore, as designers, we must understand the market, study the factors of design form and analyze the psychology of consumers. Only in this way can we accurately explore the law between packaging design and consumers' psychological activities, thus improving the effect of packaging design and prompting consumers to buy goods.
Third, the combination of design and marketing strategy.
1. Overall product strategy
To enter the market, only by entering the market can we understand and grasp the market, find new highlights from the market, find the same language as the object we want to design from the market, and let our designed works keep up with the market. As long as it can reflect the product characteristics, it is good packaging. Secondly, we should establish the consciousness of "big packaging". That is, the design of packaging is not only to make a fuss about styles, but also to be innovative in labels and accessories. The market determines the product and the propaganda direction of the product, so it largely determines the performance direction of the product packaging design. If a designer lacks a basic understanding of the market, then he lacks a sense of direction in design, so his design is blind. Marketing is a commercial activity that guides products or services to flow from producers to consumers. Therefore, enterprises should organically combine commodity packaging with marketing theory, and adopt corresponding packaging design according to the marketing strategies formulated by different commodities.
Enterprises should adopt different packaging forms, such as hanging packaging, stacking packaging, unfolding packaging and window-opening (transparent) packaging, according to different sales locations to flexibly display and promote the sales of goods. Tangible items mainly include product entities and their quality, characteristics, brands and packaging; Intangible services, including after-sales service, product image and reputation, can bring additional benefits and psychological satisfaction to consumers. Through the visual symbols of overall planning and design, product packaging forms a unique personality and strong impact, which makes the packaging reflect the business philosophy, cultural characteristics, product content and characteristics of the enterprise, and directly affects consumers' confidence in product quality and corporate image recognition.
(1) packaging highlights the personality of the goods.
From a big perspective, it is necessary to highlight the differences between competing enterprises through packaging, express the individual characteristics of enterprises through novel and unique creativity, and express them in visual art language. Packaging should be infused with the ideological and conceptual connotation of corporate culture, so as to convey a distinctive, unique and excellent corporate image and achieve the purpose of differentiation strategy. Product packaging distinguishes competitive enterprises and their products with the help of unique logos. Product packaging forms a unique personality and strong impact through the visual symbols of the overall planning and design, which makes the packaging reflect the business philosophy, cultural characteristics, product content and characteristics of the enterprise, and directly affects consumers' confidence in product quality and corporate image recognition. As far as the commodity itself is concerned, it is necessary to transform the conceptual image of the product into a visual image. Through the visual image, we can feel the concept, create products with both commercial value and artistic appreciation value, and express them with vivid and concrete perceptual images, so as to deepen the theme of the logo and achieve the purpose of accurately conveying product information. Product packaging should be suitable for consumers' psychology, with clear instructions, directly convey the product or brand to the audience, transmit information synchronously with vision and hearing, and strengthen the appeal of corporate image and brand. Every detail should be carefully considered, reflecting a brand's personality, attitude and even a belief. To achieve this goal, we must rely on the packaging designed after scientific analysis and positioning. It's best to test it on the shelves of shopping malls in advance to see if this package can enter the hearts of target consumers and keep improving until it becomes perfect.
2. Packaging that matches marketing
Because advertising plays a great role in promoting the sales of goods, it is easy to attach importance to advertising and ignore the role of packaging. In fact, it is impossible for manufacturers to advertise every commodity. American packaging designers once pointed out that "80% of the goods displayed on the shelves of every supermarket have not been advertised." Charles, the largest cosmetics manufacturer in the United States? 6? 1 Livermore spends more time on packaging than on advertising. There is an old saying in America: "You can lead a horse to the water, but can you make it drink?" In other words, advertising can attract customers into the store, while packaging can let customers open their wallets and finally complete the sale. Of course, packaging itself is also an advertisement, but this kind of advertisement is more actually manifested in many local details.
On the surface, fierce market competition promotes the development of products and consumption, but its practical significance lies in that it inevitably promotes the renewal of marketing strategies and the establishment of market awareness, among which packaging and advertising design are of course placed in an important position. Many large and medium-sized enterprises spend a lot of money to improve product packaging and carry out marketing planning while updating their products. For example, in the cost composition of Japanese cosmetics industry, raw materials, production and scientific research expenses account for 15%, packaging expenses account for 15%, profits account for 20%, and market research and advertising expenses account for 50%. Designers need to mobilize their artistic inspiration, and through careful planning in points, lines, colors, objects and images, they can be unconventional, change and think about what customers don't want. In fact, what customers want is the professional mind of designers.
(1) product element
Packaging is not only a pattern design, but also a product concept image that can be transformed into a visual image. Through the concept of visual perception, we can create products with both commercial value and artistic appreciation value, and express them with vivid and concrete perceptual images, so as to deepen the theme of the logo and achieve the purpose of accurately conveying enterprise information.
Choosing the same color and similar patterns not only greatly saves the design and printing costs, but also increases the visibility of enterprises. The same enterprise also has different products, so the packaging of the products and the value of the products themselves should be unified, so as to properly contrast the internal quality of the products, effectively establish the product image and promote sales. Faced with a variety of related products, or products of the same variety with different specifications and colors, many enterprises put them in the same container. This kind of supporting packaging can be convenient for consumers to buy and use, which is conducive to promoting the sales of various products and improving the quality of goods. It also provides consumers with a consumption model and cultivates new consumption habits.
(2) Promotion elements
In the marketing of modern enterprises, packaging must be regarded as an important content of products. It not only plays an important role in promoting the sales of products, but also reflects the management level of enterprises to some extent. Except for a few products, most goods need to be packed. With the rapid development of packaging materials and packaging technology, packaging has become a specialized technology, forming a new discipline and industry.
Moderate packaging is the proper function of packaging, and the function, benefit and various costs of packaging are in a coordinated and stable state. Convenient packaging can also arouse consumers' desire to buy again and again. Commodity packaging is convenient, such as easy to carry and store, easy to open and reseal, and easy to carry. In addition to working hard on packaging, it is also important for consumers to use packaging after purchase. Many packages can be used many times, which is largely an invisible promotion, increasing the visibility of enterprises. Of course, many children like it and add extra gifts to the original packaging. Stimulated the desire for consumption. With the different times, green packaging has gradually become the dominant factor, and consumers' awareness of environmental protection is increasing. Green marketing, accompanied by green technology, green industry and green consumption, has become the new mainstream of enterprise marketing.
(3) Regional factors
Enterprises should adopt different packaging forms, such as hanging packaging, stacking packaging, unfolding packaging and window-opening (transparent) packaging, according to different sales locations to flexibly display and promote the sales of goods. Packaging should meet the tastes of local consumers, and the folk customs of some countries determine what should be avoided in design. This directly affects the sales situation.
(4) price and cultural factors
Various packaging strategies that are compatible with product elements, geographical elements and promotion elements should be compatible with price elements. Differences in education level and economic income usually lead to different appreciation and requirements of consumers for commodity packaging. In terms of economic income, for consumers with relatively high economic income, in addition to higher requirements for commodity quality, there are usually higher requirements for commodity packaging. For this kind of goods that consumers want to sell, we should pay attention to taste and grade in packaging design, and highlight consumers' aesthetics and taste. For consumers with relatively low economic income, such consumers pay more attention to the quality of goods, and the packaging of goods should not overemphasize packaging, but should be concise and practical.