Today, with the globalization of commodity economy, packaging and commodities have been integrated. As a means to realize commodity value and use value, packaging plays an extremely important role in the fields of production, circulation, sales and consumption. The development of packaging design is accompanied by the development of business, which in turn promotes the further improvement and improvement of packaging design. The packaging of products at home and abroad is changing with each passing day. Designers and entrepreneurs all know and agree with the value of packaging design, which proves that some packaging has exceeded the value of the product itself. They found that the enterprise sells not only one or two products, but the overall image of the enterprise. Therefore, today's packaging not only meets the needs of material functions, but also gives people spiritual needs on the basis of material functions. Therefore, we must regard packaging as a discipline and understand its value and function. So for a packaging designer, if he wants to design avant-garde works, he must learn new ideas and concepts from the discipline of middle and outer packaging design, master new trends, and apply them to his own works at any time, and use various packaging forms endowed by nature with different materials, structures, textures and aesthetics. The inspiration reappearance of the middle movement.
First, the status quo and concept of packaging
An excellent packaging design can not be separated from its specific cultural soil, and specific culture is often reflected in the creativity of design works. The new materials, new technologies and new ideas of modern packaging design have opened the door for designers to use freely. Designers should constantly strengthen cultural accumulation in sociology, economics, literature, art and other fields, and cultivate their own qualities in all aspects, so as to reach a certain level of packaging design. No matter the quality of the products we design, as long as we can design a single package to convince consumers that it is "valuable", our packaging will be considered successful, which is the purpose of commodity packaging art design.
Packaging design should show the will of enterprises and the personality of consumers, in order to expand and promote the sales of goods, not to promote the designers themselves. Packaging design must not be regarded as a catharsis of self-artistic interest, but should be designed according to the designer's subjective will. Design and pure art are two concepts, and painting techniques can only be used as an indispensable basis for designers, not all the skills of designers. A successful designer not only needs a good painting foundation, but also needs to master the necessary professional knowledge and use it flexibly.
Designers can confirm the significance of packaging design more accurately after defining their work purpose.
The so-called packaging is to maintain product quality, reduce loss, facilitate transportation, storage and sales, beautify goods, improve the commercial value of goods, and achieve the commercial purpose of obtaining more profits.
Judging from the basic functions of commodity packaging, it can be roughly divided into two aspects: protecting commodities and promoting commodity sales. In order to achieve this goal, some technologies must be applied. In other words, packaging is a technical means imposed on products, which is basically based on the definition of packaging in various countries.
Most people know that products need packaging, but engaging in packaging design is not something that ordinary people can do. For many years, people have been used to equating products and commodities without thinking, which seems impeccable. However, if you think about it carefully, products and commodities are different after all, and in the eyes of designers, the difference between products and commodities is as big as turning inanimate natural substances into living members of society. In the commodity society, products often have only existence value but no service value for consumers; Only cost, no added value; Only the most basic material value, no commodity value. When products come to the commodity world naked, this scene is much worse than that of human beings in the primitive chaotic state. For example, although people are not "packaged", they can still distinguish men and women, old and young, tall and thin. Without the packaging, even the most basic natural attributes will be difficult to guarantee. Like wine, it can be distinguished by smell, taste and touch. However, the main reason for the purchase of goods is vision. People may think that unpackaged wine is water or other liquid. If a product is unattractive, its value will be greatly reduced. And if the packaging is far away from the product, and the quality of the product does not match the packaging, people who are deceived often hate the packaging more than the products in the packaging. Commodities need to be designed and packaged, and also need to be accurately positioned. It is packaging that turns products into commodities in the process of circulation, injects life into commodities and casts personality for life. Therefore, packaging is particularly important.
Second, pay attention to function and follow principles.
No one knows exactly how many products are packaged in the world, but all these packages have the same thing: to protect the goods inside from external damage. The classification of packaging function only refers to the main function of packaging in the circulation field, not an absolute division. Why? Because packaging itself has many functions, at the same time, it is propaganda and protection. Gorgeous appearance, there are many promotional functions, if you can't protect the goods, then the design is a failure, which is harmful to enterprises and consumers. The protection function of packaging is emphasized in order to minimize this risk and protect the goods from external hazards.
The promotion function of packaging is an important part of realizing its commodity value. In the market, it is far from enough for enterprises to have the protection function of packaging, especially in order to compete for the limited commodity market, the promotion function of packaging is very important. It is a medium for selling commodities and a carrier for transmitting commodity information. In the past, in the era of planned economy, liquor may be called by a salesman with half a catty or a catty of small raisins wrapped in iron sheets, instead of brand liquor with different styles, different materials and unique designs today. Great changes have taken place in people's consumption ability and consumption psychology. If an enterprise wants to deliver goods to consumers quickly in the market competition, besides quality factors, the promotion function of packaging should not be underestimated. Designers should make full use of the shapes of labels, trademarks, small packages and utensils to promote the sales of goods, and enhance the image and presence of goods through graphics and colors. Promote the trust and love of consumers and achieve the purpose of profit.
In addition, we should also pay attention to the convenient function of packaging in the use of goods. Consumers will compare the selected products in terms of quality, price, function and style. When the quality function and the price function are the same, the convenience function will be considered. From the manufacturer's point of view, it is also hoped that the structure and size of the package are convenient to take and transport. If these factors are not considered in the design, the packaging structure is very complicated, which will greatly reduce the work efficiency, invisibly increase the cost of goods, and is extremely unfavorable to the sales of goods. Therefore, advanced packaging design not only requires designers to have professional knowledge, know more about the production and circulation process, and determine the design scheme from the convenience of consumers, but also must make the goods easy to package and open, facilitate transportation and clean the environment.
After completing the functional design, we should also pay attention to meeting the spiritual needs of modern people. Now people pay more attention to the choice of appearance and style when buying goods. Therefore, in today's social background of rapid economic development, packaging design is more important. It must play its promotional role, and it must quickly and accurately tell consumers the relevant information of the goods contained in the shortest time, so that consumers can accept it gladly. Then, designers should understand what to start with, what to pay attention to and what basic principles to follow in the design process. We can't simply consider it from the aesthetic point of view, but we should comprehensively adjust our thinking structure from the commercial point of view. If the designed packaging wants to be more challenging, competitive and attractive, we should first consider the following three basic principles:
1. Vivid image
Vivid image means that the commodity packaging designed by designers is unique or unique, unique and individual, which can attract consumers and attract their attention.
When people step into a dazzling supermarket, they will be flooded with dazzling goods. Almost every package is shouting to us that it is the best. When we are not sure about the selected goods, our eyes will subconsciously fall on some individuals with distinct images, and then we will have a physiological concern and gaze. For the first time, this vivid product left a deep impression on us more or less.
Good packaging will certainly produce an immediate effect, that is, the first impression, which may arouse consumers' further attention and trigger a series of consumption behaviors.
Therefore, packaging design should prevent similarity and distinguish itself from similar products with its own unique image. Designers must conduct market research before positioning the designed commodity packaging, and put forward their own ideal packaging design scheme with distinctive image in view of the sales environment.
2. People-oriented
Commodities with unique and distinctive images can attract people's attention, but consumers may not buy them immediately. Consumers always have to compare and choose the goods they want most. There are many factors that make consumers buy, including price, performance, brand, color, font or a certain pattern.
The design and packaging of commodities must be people-oriented. People of different classes, ages, occupations, incomes and genders make different choices when shopping, both material and spiritual. Children always like colorful and lovely products, young people like fashion, while old people prefer stable, generous and economical products. In other words, different ages may lead to different buying psychology. Under normal circumstances, people often agree with their psychological needs in their purchase actions. Therefore, when we begin to design packaging, we should spend enough time and energy to understand all kinds of information collected, understand and analyze the similarities and differences of consumers' psychological state, and formulate detailed design strategies. Finally, the goods on the shelves are the packaging images that consumers like.
3. Clear information
The information conveyed by packaging should be authentic, sincere and not deceptive. Neither the imperial court nor the royal family can frighten people with increasingly sound minds. "Honesty" and "reality" should run through the whole package: all the information it conveys, the style it pursues, the personality it embodies and even the sense of humor it may have. Only by being accurate and clear can we treat consumers sincerely in the market. Regardless of the gold, silver and quality awards of its products ... once the information that can be conveyed is untrue, consumers will only flinch and stay away from it.
In the circulation of packaged goods, it is only necessary to accurately and clearly tell consumers what products, brands, prices and quantities, places of origin, ingredients and methods of use. And consumers will choose according to their own psychological reflection. Therefore, when we start packaging design, we must grasp the three basic principles of clear image, clear information and people-oriented. Build a humanized bridge between commodities and consumers.
Third, the style and decoration of packaging design.
Style is an important content that any designer should consider. As soon as the packaging comes out, no matter how good or bad, it will enter the market in a certain style. As long as you compare them, you will feel that different packages will have different spiritual characteristics besides conveying different information. There are a wide range of freehand brushwork, humor, simplicity and elegance, national traditions, richness and lyricism, philosophy ... whether it is deliberate pursuit or natural expression, distinctive and unique styles can only be produced in an overall and orderly form. Random stacking and patchwork, that kind of trivial and messy form will cause confusion in style.
Packaging style is the most striking factor in the whole packaging image. Because most packaging is developed in three-dimensional space, there are many factors that affect packaging. Such as that external shape and structure of the package, the form and principle of the picture, the collocation and proportion of tone and colors, the material of the package, the way of seal and opening, and even the size of the package. , it will have an impact on the style of the bag. We know that grasping style is not a simple problem, because it is the key factor to attract attention, so the form of packaging pictures often plays a leading role. Therefore, a group of distinctive packaging designs must be unified in appearance, picture composition and logo; Pursue unified change by changing hue and TINT.
As far as a package is concerned, the distinctive and unique style is often refined by designers in many factors. This factor may be its shape and structure, its unique picture composition, or its distinctive material, or its coloring and so on. In a word, the formation of design style will inevitably take into account national and international commodities and cultures, as well as tastes of both refined and popular. What we hear most today is the national wind, which should have a sense of the times; We should not only embody the characteristics of commodities, but also carry forward national culture; It is not only rich in traditional characteristics, but also has novel and unique visual effects ... Facts tell us that excellent designs have certain extremes. Instead of designing a package that can't be targeted at anyone, it is better to target a certain group, let some people accept it and drive more people to accept it.
The life of design lies in innovation. Economic development and social progress call for new styles and new forms, and imitation is futile. It's not that the national tradition is not good, but when you realize the profoundness of the national culture, its historical stage, the flavor of the times, local customs and ethnic diversity, it's enough to realize the influence of traditional culture on packaging design, absorb the inside information of national culture and design Chinese-style packaging works with your own style.
The packaging and decoration design of commodities is a means to convey commodity information, publicize commodities and promote commodity sales. It is an artistic design of paper, bags, boxes, bottles, cans, tubes, hoops, etc. used for packaging commodities, so that it can contain commodities, beautify commodities and publicize commodities. At the same time, it is convenient for transportation, storage, measurement, sales, carrying and consumer use. Therefore, packaging and decoration is an indispensable link in the process of commodity production and circulation. With the rapid development of China's economy and the increasing foreign trade, commodity packaging and decoration will play an increasingly important role.
Because of the different types and forms of goods, the containers and materials of packaging are not the same. The development of science and technology makes packaging materials richer and more scientific, and the corresponding packaging shapes tend to be diversified. Packaging and decoration design must conform to the basic principles of "science, economy, firmness, beauty and marketability".
We can't simply regard commodity packaging and decoration as a means to promote commodities. With the recovery of the global economy, people are getting richer and stronger, and the beautification of commodity packaging is becoming more and more urgent. With the increasing international trade, the quality of commodity packaging not only reflects a country's economic, cultural, artistic and scientific level, but also directly affects the price. In the international market, the same quality of goods, due to different packaging and decoration, have different appeal to consumers, and the price can often differ by dozens or even times. Commodity packaging has become an important condition for product value-added, so the importance of packaging decoration design is not only economic benefits, but also has certain political significance.
An excellent designer should have a high level of knowledge, have a lot of knowledge about product enterprises, communicate in all directions, pay more attention to ideological and artistic perfection while making clear the goods first. Designers should keep up with the pulse of the times, use the most avant-garde disciplines, skills and materials, and practice their own design concepts in a novel, distinctive and vivid form; We should study all the advantages at home and abroad, make the past serve the present, make foreign things serve China, innovate, make small products and design more world-class packaging design works.
References:
[1] Semi-Arts and Crafts Design Evening, Higher Education Press, 2nd Edition, September 2000.
[2] Yang People's Packaging Design, Southwest Normal University Press, 1 September 19961version.
[3] Decoration Design edited by Liu Yixiu and Yuan China Academy of Fine Arts Press, 1995, 1 edition.
For reference only, please learn by yourself.
I hope it helps you.
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