What are the printing box materials?
1, single-sided coated paper: single-sided coated paper is also called single-sided coated paper (single-sided glossy coated paper).
(1) The smooth surface of the paper is dumb, and only the smooth surface can be printed.
(2) It can print in various colors, and the colors are not limited.
(3) Common surface treatment processes after printing are: gluing, UV, hot stamping and embossing.
2. Double copper paper: Double copper paper refers to double-sided coated paper. Double-coated paper is a kind of coated paper, that is, double-coated paper, which has good smoothness on both sides. This material is relatively high-grade in application.
(1) Paper is smooth on both sides and can be used for double-sided printing, while copper paper is smooth on only one side. But the rigidity and hardness of single copper are higher than that of double copper. Moreover, single copper is a little yellow, and its luster is not as obvious as that of double copper.
(2) The biggest difference from single-sided coated paper is that it can be printed on both sides.
(3) Common surface treatment processes after printing: gluing, UV, hot stamping, embossing, etc.
3. Pit paper: Pit paper is a kind of smooth kraft paper and corrugated paper (collectively referred to as paper core), which is one of the important materials of paper packaging.
(1) is straighter and more load-bearing than ordinary paper.
(2) Commonly used single pit, double pit and triple pit.
(3) Various colors can be printed, but the effect is not as good as that of single coated paper.
(4) Common surface treatment processes after printing: gluing, UV, hot stamping and embossing.
4. Special paper: Special paper is paper with special purpose and relatively small output. There are many kinds of special paper, which is the general name of all kinds of special purpose paper or art paper.
(1) There are many kinds of special paper. Here we only talk about the embossed paper, patterned paper, "concentrated" pearlescent paper, "star patterned" metal patterned paper, gold paper and so on.
(2) After special treatment, these papers can improve the packaging quality.
(3) Relief can't be printed, only the surface can be hot-stamped. Star mining and gold paper can be printed in four colors.
5. Unreal
(1) is used to make a gift box structure with a layer of single-sided art paper or special paper on the surface.
(2) Common colors are black, white, gray and yellow.
(3) The thickness of cardboard also has various grades, which are selected according to the load-bearing needs.
(4) If single powder is loaded, the process is the same as that of single powder carton. If special paper is installed, most of them can only be hot-stamped, and some can be simply printed, but the printing effect is not good.
Packaging box material
(1) chalk paper, one side is white and the other side is gray, so the price is low, and both sides of double-sided art paper are white, so the price is high.
(2) Determine the material of the color box according to the shape and size of the product. Commonly used materials are: 280G chalk paper, 300G chalk paper, 350G chalk paper, 250G chalk e pit, 250G double art paper e pit, etc.
Packaging box definition
Refers to folding cartons and micro corrugated cartons made of cardboard and micro corrugated cardboard. Generally, the enterprise that produces packaging boxes is called color box printing and packaging factory.
Purpose of packing box
Generally used as a mid-range packaging method, between the inner packaging and the outer packaging. The color box of the packaging box is usually composed of several colors, which gives people a strong visual sense and enables buyers and users to have a little understanding of the overall appearance and color of the goods. Especially suitable for goods that can't be opened before buying. Now it has been widely used in electronics, food, beverage, wine, tea, tobacco, medicine, health care products, cosmetics, small household appliances, clothing, toys, sporting goods and other industries, and is an indispensable industry.
wrapping paper
Packaging paper includes gift packaging paper and commodity retail packaging paper, such as tea retail packaging. The design of gift wrapping paper needs to pay attention to the continuity of patterns, that is, the distribution and arrangement of patterns on the whole wrapping paper must conform to the principle of formal beauty.
Packaging Box Design and Consumer Psychology
Whether a commodity can have good sales performance must be tested by the market. In the whole marketing process, packaging plays an extremely important role. It uses its own unique image language to communicate with consumers, affecting consumers' first emotions, and consumers are interested in its packaged products at first sight. It can not only promote success, but also lead to failure. Packaging without obvious power will sweep away consumers. With the continuous development and improvement of China's market economy, consumers are becoming more and more mature and rational, and the market gradually shows the characteristics of "buyer's market", which not only increases the difficulty of product marketing, but also makes packaging design encounter unprecedented challenges, which drives product packaging to grasp the consumer psychology of the public and develop in a more scientific and higher-level direction.
Packaging has become the main behavior of marketing in actual business activities, which is bound to be closely related to consumers' psychological activities. As a packaging designer, if you don't understand consumer psychology, you are blind. How to attract consumers' attention, how to further stimulate their interest and induce them to take the final purchase behavior will inevitably involve the knowledge of consumer psychology. Therefore, studying consumer psychology and its changes is an important part of packaging design. Only by mastering and reasonably applying the law of consumer psychology can we effectively improve the design quality, increase the added value of goods and improve the sales efficiency.
The research of consumer psychology shows that consumers have complex psychological activities before and after buying goods, and the differences of age, gender, occupation, nationality, education level and social environment divide many different consumer groups and their different consumer psychological characteristics. According to the survey results of people's consumption psychology by China Social Survey Institute (SSIC) in recent years, the characteristics of consumption psychology can be roughly summarized as follows:
Packaging box with novel design
1, realistic psychology
The main psychological feature of most consumers in the process of consumption is realism, and they think that the practical utility of goods is the most important, and hope that goods are convenient to use, cheap and good, and do not deliberately pursue beauty and novel styles. Consumer groups with realistic psychology are mainly mature consumers, working class, housewives and elderly consumer groups.
2. Beauty-seeking psychology
Consumers who have certain affordability in the economy generally have the psychology of seeking beauty, paying attention to the shape and external packaging of the goods themselves, and paying more attention to the artistic value of the goods. The consumer groups with the psychology of seeking beauty are mainly young people and intellectuals, and the proportion of women in such groups is as high as 75.3%. In terms of product categories, the packaging of jewelry, cosmetics, clothing, handicrafts and gifts needs to pay more attention to the expression of aesthetic value psychology.
3. Different psychology
Consumers who are different are mainly young people under 35. This kind of consumer group thinks that the style of goods and packaging is extremely important, and pays attention to novelty, uniqueness and individuality, that is, it requires packaging to be more fashionable and avant-garde, without paying much attention to the use value and price of goods. In this consumer group, underage children account for a considerable proportion, and sometimes the packaging of products is more important than the products themselves. For this group of consumers who can't be ignored, their packaging design should highlight novel features to meet their psychological needs of seeking differences.
4. Conformity psychology
Consumers with herd mentality are willing to cater to fashion or imitate the style of celebrities. This kind of consumer group has a large age span, because the vigorous publicity of fashion and celebrities by various media has promoted the formation of this psychological behavior. Therefore, packaging design should grasp the fashion trend, or directly launch a product image spokesperson that is deeply liked by consumers to improve the reliability of goods.
5. Chasing for fame
No matter what kind of consumer groups have certain psychology of seeking fame, they attach importance to the brand of goods and have trust and loyalty to well-known brands. When economic conditions permit, they insist on subscribing even if the commodity price is high. Therefore, establishing a good brand image in packaging design is the key to the success of product sales.
In a word, consumers' psychology is complicated, and they rarely keep an orientation for a long time. In most cases, it is possible to combine two or more psychological needs. The pursuit of psychological diversity urges product packaging to present the same diversified design style.
Color control of packaging box design
When designing the packaging box, we should pay attention to the following points: 1. The relationship between color and packaging; The second is the contrast between color and color itself. These two points are the key points of color application.
The color of the packing box corresponds to the packaged goods.
(A) color and packaging care
Then, as a reference relationship between color and packaging, where should we start? Mainly through the color of external packaging can reveal or reflect the internal packaging items. People can basically perceive or associate what the inner packaging is by looking at the outer packaging. For this problem, the author has mentioned it many times in previous articles, but if we can go into the store to look at the goods, many goods fail to reflect this caring relationship. So that consumers can't think about what the packaged goods are from the outside to the inside. Of course, it will not play a positive role in promoting the sales of products. The color of normal outer packaging should grasp such a same feature in different degrees;
From the industry, food packaging normally uses its main colors of goose yellow and pink to express, giving people a warm and intimate feeling. Of course, many teas are green, many drinks are green and blue, many wines and cakes are red, and many children's foods are rose. The main colors of daily cosmetics are mostly rose red, pink, light green, light blue and dark brown, which highlights the warmth and elegance. Clothing, shoes and hats are mostly dark green, dark blue, brown or gray.
Judging from the performance characteristics, as far as food is concerned, cakes and snacks are mostly gold, giving people the impression that they are fragrant; Tea, beer and other drinks are mostly red or green, symbolizing the richness and fragrance of tea; Tomato juice and apple juice are mostly red, which shows the natural properties of this item. Although some packages don't look like the above-mentioned colors with similar commodity attributes from the main color, if the design of the package is written by experts, there must be a symbolic color block, color point, color line or concentrated content highlighted by this color on the picture on its outer packaging. This should be everyone's masterpiece. Many such examples can be found on some clothes, some cosmetics and even some wine packages.
(2) Color and color contrast.
In addition, the contrast between colors. This is the easiest thing to express but very difficult to grasp in many commodity packages. From the master's design, the wound effect of packaging is Chun Xue, on the contrary, it is the next Balinese. There is a popular saying in China's calligraphy and painting circles that it is impenetrable and enjoyable. It's actually a contrast. This contrast is very obvious and common in packaging design. Generally speaking, these comparisons include the following aspects: the depth of color application, the weight of color application, the point of color application, the complexity of color application, the elegance and vulgarity of color application, the contrast of color application and so on.
(1) Depth contrast of color use
This is the most frequently used and widely used color in packaging design. It is common in many graphic designs (referring to posters, hanging pictures or situation binding). The so-called depth contrast should mean that two colors in the design color appear skillfully on a picture at the same time, resulting in a more harmonious perspective effect. Usually light-colored bedding is used in a large area, and dark composition is used on it, such as light * bedding, brown composition, or light yellow or white pattern lines are used in brown color blocks; It is also like using light green bedding; Dark green ingredients; Pink bedding; Big red composition; Light gray bedding; Soap black ingredients and so on. These are shades of color. In packaging design, we can use this form in some cosmetics packaging or some western wine packaging, especially in western Europe. Changyu wine in China, sausage in Shuanghui way and meat product packaging in CJ are mostly expressed in this form. This form of packaging is also common in Japan and Taiwan Province Province. Its visual effect is bright, concise, gentle and simple.
(2) Contrast of color application (or depth contrast)
This is also one of the important reproduction techniques in the application of packaging color. This light and heavy contrast often sets off a dignified and deep theme pattern with an elegant background color, or a dignified and deep theme pattern (mostly based on color block patterns). The theme and name of light and elegant packaging, as well as the trademark or advertising language. Conversely, a large area of dignified and deep pigments is also used to lay the foundation. In addition, some patterns are decorated with elegant colors or concentrated in a certain color block or combined. In this kind of light and heavy contrast, there are generally coordinated color contrast and cold and warm color contrast, and the method of coordinated color contrast is often light green to dark green; Light * versus dark coffee; Pink is red, while the contrast between cool and warm colors is mostly black and white, red and blue.
(3) Point-to-surface ratio (or size contrast) of color application
This contrast, mainly in the design process of a packaging picture, uses the contrast from a center or concentrated point to the whole picture, that is, the contrast between a small range and a large range of pictures. In our daily life, especially in washing and cosmetic products, we can see that there is nothing clean in the whole area on the packaging box of a product, but there is a very obvious small square (or oval or small circle) in the middle, and then the theme of the brand and name of the packaging content is reflected from the picture of this small square, which is not only a combination of point and surface, but also a comparison between big and small, and occasionally a comparison from point to point.
(4) Comparison of complexity and simplicity in color application.
We can see the unified 100 instant noodles. On their packaging bags, the lower part is the physical design of various instant noodles with miscellaneous brands, and the whole clean big green and red color is above its screen, and then the words "100" are prominently highlighted, and then look at the cover of the 66th issue of Packaging World magazine (also called book packaging). It is very complicated to hit the foundation with a large-size straw photo, even the word packaging world is very complicated, but the center of the front view shows a clean circular blank. Among them, it is marked as "This print will expand its edition and increase its capacity in 2000" and "Welcome to subscribe to the local post office". It's so simple and simple, but it tells the ideological focus that magazines need to express independently most. I also saw a jiaozi bag and a seasoning bag in the store. The whole picture uses green, black and * pigments and interweaves them on one picture, just to show that the trademark is forced, to show the name, and to show the foil pattern. In this way, because there is no dark lining pattern in the large-scale complex design, the main body that should be explained above has been diluted and submerged, resulting in a psychological depression and boredom of this kind of packaging.
(5) Comparison between elegance and vulgarity in color application
Mainly to highlight the vulgar characters and set off their elegance. And this vulgar expression is carried out with "dirty" and disorderly colors (in fact, it is unique, and some western oil paintings pay great attention to this expression-that is, modern abstract art). This composition either symbolically reveals the theme or serves the theme of "setting off the lotus".
Make it a little red among the flowers. For example, on a packaging screen, there seems to be a mess of colors piled up, or accidentally thrown on it. Then quietly put it aside or clean up the theme of the pattern in a clever place. This is a very interesting thing. In addition to packaging, even book binding, advertisements, posters on posters and leisure columns on TV have tried this.
(6) Contrast of color application
This contrast is essentially the contrast effect formed by the differences of various pigments themselves. This contrast effect is usually manifested in the following aspects: contrast between light and shade (or contrast between yin and yang), like China's easy-to-fade map; Cold and warm contrast, such as the contrast between red and blue; Dynamic and static contrast, such as the contrast between elegant and calm background and lively and jumping patterns, characters: the contrast between light and heavy, such as the contrast between dark pigment and light pigment, and so on.