(1) Packaging pattern design
The configuration of commodity pictures, characters and backgrounds in packaging patterns must focus on attracting customers' attention and directly promote the brand. The stimulation of packaging patterns to customers is more specific, stronger and more convincing than the brand name, and it is often accompanied by immediate purchase behavior. The basic principles that should be followed in its design:
1. The form and content should be consistent, specific and distinct, and the product itself can be known at a glance.
2. fully display the goods. There are two main ways to do this. One is to use vivid color photos to represent goods. This is the most popular food packaging, such as chocolate, candy, canned food and so on. Realistic color photos make people drool over color, taste and shape. The second is to directly display the goods themselves. Fully transparent packaging and skylight packaging are very popular in food, textiles and light industrial products.
3. There should be specific and detailed written instructions. On the packaging pattern, there should also be specific instructions about the raw materials, preparation, efficacy, use and maintenance of the product, and a concise schematic diagram should be attached when necessary.
It is necessary to emphasize the image color of commodities. It is not only transparent packaging or fully expressing the inherent color of the product itself with color photos, but also using more image tones that reflect large categories of products, so that consumers can generate cognitive reflections similar to signal reflections and quickly know the contents of the packaging through colors. For example, Marlboro cigarette case has a dark red upper body and a pure white lower body. The color scheme is striking and striking, which reminds people of the masculinity of cowboys in the west. On Philip's cigarette case decorated with bronzing? The logo of Morris Company: two fine horses guarding a golden crown, coupled with the black Marlboro logo, makes people feel that Marlboro is extraordinary.
5. The packaging of "Shimenjia" should focus on the main display surface of the packaging. Goods produced by an enterprise or with the same brand and trademark, regardless of variety, specification, packaging size, shape, packaging modeling and pattern design, all use the same pattern, even the same color, giving people a unified impression, so that customers can know which brand the product is at a glance.
6. Pay attention to efficacy design. The efficacy design in packaging patterns is mainly manifested in the following aspects:
① Protective performance design, including moisture-proof, mildew-proof, moth-proof, shockproof, leak-proof, shatterproof and extrusion-proof.
② Convenient performance design, including convenience for store display and sales; Convenient for customers to carry and use.
(3) Sales performance design, that is, in the absence of introduction or demonstration by sales staff, customers can understand the goods only by "self-introduction" of packaging pictures, so as to decide to buy.
The design method of packaging pattern requires consumers to be impressed by its simple lines, distinctive personality and reasonable colors. Take the Royal Salute 2 1 in Scotch whisky as an example. The wine is carefully brewed in February1year and packed in blue, red and green palace refined porcelain bottles. The bottle body is engraved with the image of a knight of the round table riding a horse and holding a sword. There are two salutes on the brand trademark pattern, and the appraisal certificate of year 2 1 year issued by the Scotch Whisky Association is attached. The whole package looks elegant and rich. So that some people will carefully collect wine bottles after drinking.
The taboo of packaging pattern design is also a noteworthy problem. Different countries and regions have different customs and values, so they also have their own favorite and taboo patterns. Only when the packaging of the products is adapted to these can it win the recognition of the local market. Taboos in packaging design can be divided into graphic taboos, animal taboos, plant taboos and geometric taboos. I won't go into details here.
(2) Packaging color design
Color plays a particularly important role in packaging design. 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.
Japanese colorist Da Zhihao has in-depth research on the color design of packaging. In the book Fundamentals of Color Design, he put forward the following eight requirements for the color design of packaging:
1. Whether the packaging color can be clearly identified among competing products;
2. Whether it is a good symbol of commodity content;
3. Whether the color is coordinated with other design factors, effectively indicating the quality and quantity of goods;
4. Whether it is accepted by the commodity purchasing category;
5. Whether it has high popularity and can set off the text well;
6. What is the effect of a single package and the superposition effect of multiple packages?
7. Whether colors are full of vitality in different markets and different display environments;
8. Whether the color of goods is not restricted by color management and printing has the same effect.
These requirements are undoubtedly feasible in the practice of commodity packaging color design. With the diversification of consumer demand and the segmentation of commodity market, the requirements for brand packaging design are becoming more and more strict and meticulous. In order to more accurately grasp the different requirements of different kinds of commodity packaging for color design, we can divide consumer goods into three categories and put forward specific requirements for color design respectively:
The first category is luxury goods. Such as high-grade perfume, soap and women's clothing in cosmetics; For men, such as cigarettes, alcohol, high-grade candy, chocolate, rare and precious specialties, etc. This kind of goods need a unique personality, and color design needs a special sense of atmosphere and high price and luxury. For example, French high-end perfume or cosmetics should have mysterious charm and incredible atmosphere to show the romantic atmosphere of Paris. This kind of products should be designed elegantly regardless of the packaging shape or color. For another example, the packaging design of whisky that men like should have the special atmosphere of French aristocratic life in the18th century, and the packaging design of cigarettes should have a sense of aristocratic temperament. The cigarette case of Kent cigarettes is white, and an ancient white castle stands in a piece of white. Together with the golden "Kent" trademark, it will remind people of the aristocratic life in the castle. The background color of Camel brand cigarette boxes is light yellow, which is a metaphor for the vast desert. The pyramids and palm trees in the background pattern represent the ancient East, giving people a mysterious and primitive feeling. The packaging of this kind of goods should give people the feeling of high-priced famous brands. The top domestic packages such as Maotai, Wuliangye, Huzhou Laojiao, Zhonghua cigarettes and Yunyan have also started to match the international famous brands in design.
The second is the food needed in daily life, such as canned food, biscuits, condiments, coffee, black tea and so on. The color design of this kind of commodity packaging should have two characteristics: (1) arousing consumers' appetite; (2) Deliberately highlight the product image. For example, the packaging of mineral water is sky blue, suggesting coolness and purity, and the product characteristics are fully displayed in fully transparent plastic bottles. At present, Guangdong's domestic products such as food, beverages and mineral water are relatively successful.
The third category, popular goods, such as middle and low-grade cosmetics, soap, health care products and so on. This kind of goods is located in the mass market, and its packaging color design requirements are: (1) to show an accessible atmosphere; (2) show the quality of goods; (3) It enables consumers to identify brands in a short time.
Translation:
Brand packaging design should consider elements in the characteristics of commodities such as trademarks, patterns, colors, shapes and materials, and follow the following basic principles of brand design, such as: protecting products, beautifying, convenient use, commodities being design elements, and harmonious collocation, so as to obtain the best packaging design scheme. If from the marketing point of view, brand packaging design and color design are the factors that highlight individuality, then personalized brand image of goods is one of the most effective promotion means.
(A) the design of packaging design
The design of commodity packaging, the configuration of text and background pictures must focus on attracting customers' attention and selling brands directly. The stimulation of packaging design to customers is more specific, stronger and more convincing than the brand name, and it is often associated with the purchase behavior, that is, the effect. The basic principles that should be followed in its design:
The form and content of 1 are specific to a bright future, and the commodity packaging can be known.
2 fully display the products. It mainly adopts two ways, one is to reproduce the goods by using vivid color photos. The most popular in food packaging, such as chocolate, candy and canned food, vivid color photos make the color, taste and shape mouth-watering, followed by direct display of the goods themselves. Fully transparent packaging is very popular in food packaging, textile skylight and light industrial products.
3. Have specific text details. In the product packaging design, there are specific instructions on raw materials, preparation, use and maintenance, and if necessary, it should be accompanied by a concise plan.
4 should emphasize the image of goods. Don't just use transparent packaging or color photos to show the goods themselves, but use natural colors that can better reflect the color of the goods, so that the image of consumers can reflect similar signals and quickly reflect the guarantee of packaging color with cognition. Such as red, the body uses Marlboro cigar box, pure white collocation, smart, reminiscent of cowboy Yang Gang. The cigar case that gilded Philip above? Mark: Two Morris Golden Crown Guards and the black Marlboro logo make people feel the nobility of Marlboro.
5. "One family" Shimen packaging will focus on the main sales packaging. Every enterprise has the same pattern or even the same color on the trademark of the same brand or the goods it produces, regardless of the variety, specifications, packaging, size, shape and pattern of the packaging, giving people a unified impression, so that customers can know what brand the product is.
6. Attention should be paid to functional design. The design effect of packaging design is mainly manifested in the following aspects:
1 Protective performance design, including moisture-proof, mildew-proof, moth-proof, shock-proof, leak-proof, breakage-proof, extrusion-proof, etc.
Convenience performance design, including the display, sales, customer convenience and use of two convenience stores.
3 sales performance design, that is, there is no introduction or demonstration by sales staff, but only the customer can "introduce the packaging pictures" in the picture, thus deciding to buy goods.
In packaging design, the design method leaves a deep impression on consumers with its simple lines, bright personality and reasonable color matching. Take the Royal Scotch Whiskey 2 1 tribute as an example. The wine is refined from 2 1 year c arefully, blue, red and green royal porcelain, with the knight's horse with the sword across it. The brand trademark has two salute symbols, and it is equipped with 2 1 year wine issued by the Scotch Whisky Association. When tasting, it looks elegant. Some people carefully collect wine bottles when drinking.
Packaging design is a taboo worthy of attention. Different countries and regions have different customs and values, and also have their own preferences and taboos for design. Only by adapting to these can product packaging win the recognition of the local market. Packaging design can be divided into taboo words, animals, plants and geometric figures are taboo. Wait here.
(2) Packaging color design
Color plays an important role in packaging design. In the fierce market competition, in order to make the products have obvious differences in visual characteristics, other products are more attractive to lure consumers, stimulate and guide consumption, and strengthen brand memory, it is inseparable from the design and application of colors.
Japanese packaging color expert and color designer Da Zhihao have done in-depth research. In his book "Fundamentals of Color Design of Packaging", he put forward the following eight color design requirements:
1 can obviously compete for identification in packaging color,
If it is a good symbol of commodity content,
If color and other design factors effectively and harmoniously unify the quality and quantity representation of goods,
4 If you accept the purchased goods,
5 If Shi Ming has a high degree, it can well set off the character;
6 Single package and multiple packages are folded in half. When the effect is achieved,
7. In different markets, different color display environments are full of vitality.
8. Whether the goods are color printed, the color management and limitation, and the effect.
These requirements, the color of commodity packaging design is undoubtedly practical in practice. With the diversification of consumer demand and the differentiation of commodity market, the requirements of brand packaging design are becoming more and more rigorous and meticulous. In order to accurately grasp the color design requirements of different kinds of goods packaging, we can put forward the color design requirements of three types of consumer goods:
First, luxury goods. Such as high-grade perfume, cosmetic soap and women's clothing; Wait a minute. Men use cigarettes, wine, high-grade candy, chocolate and so on to express rare and strange emotional appeal. This special requirement, unique personality and color design have extraordinary atmosphere and nobility, which is rare. Such as cosmetics, high-grade perfume or mysterious charm, incredible atmosphere, showing the romantic atmosphere of Paris. This product should be beautifully designed regardless of color or size. Another example is that men like whisky, and the packaging design should have the special atmosphere of French aristocratic life in the18th century, and the cigarette packaging design requires aristocratic temperament. Cigarettes in Kent Scenic Spot (iv), an old castle with white characters on a white background, and the golden "Kent" trademark will remind people of the aristocratic life of the old castle. CAMEL in the background of cigarettes are pale yellow, which means a vast desert. The pyramids and palm trees in the background represent the ancient East, giving people a mysterious and primitive feeling. This kind of commodity packaging should give people a high sense of brand. Domestic cigarette packages such as Maotai, Wuliangye, Shanghai, Laojiaozhou and Yunyan have also begun to move towards international brands in such food design.
Second, canned food needed in daily life, such as biscuits, spices, coffee, tea and so on. The color design of this commodity packaging should have two characteristics: (1) to consumers' appetite, and (2) to highlight the product image, such as the water implied by sky blue, it should be packaged in a cool, pure and transparent plastic bottle to fully display the characteristics of the product. At present, domestic products of this kind are relatively successful in food, beverage and mineral water in Guangdong.
The third category, popular goods, such as cheap soap, cosmetics, health care products and so on. For this kind of commodity market, the public is oriented to the requirements of packaging color design: (1) to show intimate atmosphere, (2) to show the sense of quality of goods, and (3) to enable consumers to identify brands in a short time.
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