Figure A and Figure B show Avon shampoo design and spring cellar wine series packaging design respectively. Unified brand, unified pattern decoration, a series of products are displayed on the shelves, and consumers' vision expands from one point to one line or one side, which strengthens recognition and memory and correspondingly weakens the competitiveness of other brands.
Advantages of Serialization Design
Serialized packaging has both diverse beauty and unified beauty. In formal beauty, the unity of diversity and wholeness is a very important rule, and both eastern art and western art have a tradition of holistic beauty. Nowadays, the law of overall beauty also goes deep into all fields of life, from clothing to furniture, from interior decoration to environmental art, all of them pursue overall beauty with consistent artistic style. Is the packaging serialization design just right? Diversity and unity? This is the basic aesthetic law that our nation and other nations follow together. The unified design of different products or trademarks and brand names with * * * characteristics of enterprises can be unified with specific packaging modeling characteristics, shapes, colors, patterns and logos to form a unified visual image.
First, the shelf display effect is strong, easy to identify and remember, and plays a role in expanding sales. If consumers are satisfied with one product in the series, they will have trust in other products in the series, thus expanding their sales influence. If it is a traditional brand-name product series, you can use the charm of brand-name to expand sales;
Second, it can shorten the design cycle, facilitate the development and design of new products, and facilitate plate making and printing. If the goods are packaged in series, it is easy to design one package and other packages. Therefore, the design cycle of commodity packaging is shortened, and manpower and financial resources are reduced. In the printing process, there must be a lot of typesetting is the same, which also reduces the plate-making work;
Third, enhance the advertising effect, strengthen the impression of consumers, expand the influence and establish brand-name products. Serialized packaging design uses local color, image or text changes, while the overall composition is designed in a complete and unified way, unifying a variety of goods. Family style? Design, let customers know at a glance that it is a brand product of a factory. So as to establish the concept of reputation and brand-name products, enhance the overall image of goods, give people a vivid impression, make people unforgettable for a long time, make the products of enterprises stand out, help overwhelm the minority, attract people's attention, and thus help create brand names and market competition.
Manifestations of Serialized Packaging
1. Serialization of color: The color of packaging has the charm of sound and plays an important role in modern packaging design that needs strong visual impact of shelves. The overall artistic effect of packaging design depends largely on the use of packaging colors. Because bright colors can not only make products icing on the cake, double the value, expand sales, but also win the attention of customers, which helps to increase the buyer's sense of identity with the goods, thus generating the desire to buy. It is the first choice for packaging designers to choose colors that can express enterprise spirit or convey some information of goods for unified design. Series products with different specifications can use one or several colors as the main color, and generally can use the standard color and auxiliary color of the enterprise, which is in line with the CIS strategy of the enterprise and has the best advertising effect.
The color of a commodity is an image expression of its characteristics, attributes and functions. What kind of packaging color is usually used for what kind of goods, which is the so-called product image color. For example, in nature, many ripe fruits have their representative colors, such as orange, purple grapes and yellow lemons. These colors can visually arouse people's sweet and delicious feelings and increase their appetite. Therefore, in the serialization design of food packaging, oranges are orange, grapes are purple and lemons are yellow. In the series packaging of cosmetics, pink represents flower fragrance, yellow represents fruit fragrance, green represents grass fragrance, and blue represents medicine. Different countries and nationalities have formed different color customs due to their social and political conditions, customs, religious beliefs, culture and education, natural environment and other factors. For example, green is very popular in countries that believe in * * * *, but it is considered an ominous color in Japan.
Therefore, it is not enough to simply use more colors in serialized packaging. We should not only fully consider the commodity, advertising and folklore of packaging colors, but also fully understand the attributes, characteristics and functions of commodities, sales targets and sales areas. The serialized packaging color designed on this basis has strong visual impact and advertising promotion power, and only such serialized packaging color design is an effective packaging design strategy.
2. Serialization of modeling: the series of products with different specifications are divided into several packaging modeling specifications with the same proportion according to the size for unified design, and the packaging structure with certain appearance characteristics is designed to make a series of goods merge with each other. This method is common in the packaging design of cosmetics and food series. If the bottles of some bottled products are different, the modeling features can be unified on the bottle caps; Some bottles vary in size, so some decorative features can be emphasized. In the case of unified modeling structure and decoration, different varieties can be marked on the decorative screen, or different varieties can be distinguished with different colors to achieve consistent style and form serialized packaging.
Of course, there are many forms of serialized packaging design: graphic serialization, text serialization, arrangement serialization, material serialization and so on. The above factors should be considered comprehensively in packaging design.
Problems needing attention in serialized packaging design
First of all, don't confuse product categories. Serialized packaging only emphasizes the combination change of the same kind of goods, and the combination of different kinds of goods destroys its function, such as serialized cool beverage packaging, orange juice, grape juice, hawthorn juice, peach juice and so on. Conceive a unified form in the design, and then highlight their respective fruit images in a more obvious position, so that people can see at a glance, achieve the purpose of serialization and obtain better results. It is not advisable to mix hawthorn sparkling wine, because one is fruit juice and the other is alcohol. Although they are all drinks, they have different ingredients and cannot be confused.
Second, the serialization of similar goods should be in * * *, emphasizing individuality. Take the green tea beverage mentioned above as an example. If the images of oranges, grapes and other fruits are blurred, or the business location and size are not handled properly, the contents of the products can not be clearly displayed, which will easily lead to misunderstanding of consumers and loss of their sales value. Another example is to define symbolic tones in the design of coffee series packaging; Red stands for strong flavor, yellow stands for light flavor, and acid stands for green. In addition, there must be a clear grade, and similar goods also have high and low, good and bad points. Generally, high-grade goods cannot form a series with low-grade goods. If high-grade suits and low-grade suits form a series of packaging, people will doubt the authenticity of high-grade, and as a result, high-grade suits will not be high-grade, and low-grade counterfeit high-grade ones will lose credibility.
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Looking at China's serialized packaging design, it has made rapid progress in recent years, but there are still many unsatisfactory aspects, which requires our designers to take design aesthetics as the theoretical basis and guiding ideology, carry out long-term and practical design art work, and improve their own level day by day to meet the increasingly rich needs of modern design. Serialized packaging design needs further exploration and discussion.
References:
[1] Wang Qingbin, Zhang Fuchang. One of the secrets of packaging design is color serialization. Colorful world, 102- 103.
[2] Yan. Unified series packaging design. Shanghai packaging, 1995, (4): 20-2 1.
[3] Allen Zhu. Significance of serial packaging design. Journal of Weinan Teachers College, 2002, (7): 175- 176.
[4] Li Daoliang. Serialized packaging design and brand communication. China Packaging, May 2004.