Third, the principle of product packaging design
In order to give full play to the promotional functions of packaging, product packaging design should follow certain design principles. Japanese scholar Yi Zhuo has proposed a "bright, understanding, good feeling" principle 3. Conspicuousness: The role of packaging in promoting sales must first be brought to the attention of consumers because only the products that attract consumers' attention can be purchased. Therefore, the packaging design should pay great attention to the proper grasp of its own “contrast†in terms of color, composition, and pattern settings. In terms of coloring, the strength is simple and clear, and the color should be as small as possible. However, the contrast between colors should be very clear; the pattern should require meticulous style and techniques, and the composition must be full and generous and stable. The design should also pay close attention to the modest contrast between the product itself and the surrounding other goods in terms of design effects. (especially between similar products). In summary, the product packaging design should use novel and unique shapes, colorful colors, beautiful and delicate patterns, and each characteristic material enables the package to have a striking effect, so that consumers can have a strong interest as soon as they see it. Understanding: Successful packaging not only causes consumers' attention and interest in products through the use of modeling, color, patterns, and materials, but also enables consumers to accurately understand the product through packaging. Because the purpose of people buying is not packaging, but the product within the package. The most effective way to accurately convey product information is to truly convey the product image. Transparent packaging can be used. Products can be displayed on the packaging container with windows. Product graphics can be drawn on the packaging, and simple text descriptions can be provided on the packaging. You can print colored product photos and more on the packaging. Accurately communicating product information also requires that the packaging be adapted to the grade of the product, and that masking or exaggerating the quality and functionality of the product is a failure of packaging. China's export of ginseng has been packed in sacks and cartons. Foreign businessmen are suspected to be dried radish. Naturally, it is understood from this rough packaging grade.
On the contrary, low-end products are packed with precious and valuable products and will not attract consumers. At present, most of the small food packages on the market in China are very exquisite. The eye-catching colors, gorgeous patterns and silver glittering aluminum foil bags add touching descriptions to the consumers, especially children, have a great temptation, but many times the bags The difference between the value of the food and the price of the food is so far that people feel deceived. Therefore, the grade of the packaging must be compatible with the grade of the product. Good impression: That is to say, the shape, color, pattern, and material of the packaging must arouse people's affection, because the person's joy is very important for buying impulses. The goodwill comes from two aspects. The first is the practical aspect, that is, whether packaging can meet the needs of consumers in all aspects and provide convenience. This involves the size, quantity, and exquisite aspects of packaging. The same skin cream can be big bottled or small boxed. Consumers can choose according to their own habits. The same products are beautifully packaged and easily selected by people as gifts. The packaging can only be used by oneself. When the packaging of a product provides convenience, it naturally causes a consumer's favor. Goodwill also comes directly from the packaging's sense of shape, color, pattern, and texture. This is a comprehensive psychological effect that is closely related to the personal and personal atmosphere. In terms of color, everyone has their own favorite and annoying colors, which of course cannot be forced, but they also have in common. For example, most women like white and red and pink. They are called women's colors. The use of white and red in the packaging of women's products can cause women's love. Men like to be solemn and solemn black, black is also called men's color, men's special packaging and black can get men's favor. All ethnic groups have different colors of love. People call them ethnic colors. We will no longer discuss the mysteries of the people here. The psychology of preferences of different consumers is also relative and changing. We just emphasize that feelings of boredom can influence purchase behavior.
Fourth, commodity packaging design and consumer psychology
Packaging is the most extensive and frequent visual image of consumers. In the era of scientific progress and highly developed economy, commodity packaging design has become a product of the combination of science, art, and culture. It requires a unique combination of creativity, kitsiness, and modern technology. As a highly knowledge-intensive creative activity, commodity packaging design plays an important role in inducing consumption, improving commodity competitiveness, and promoting enterprise development. On the premise of quality assurance, personalized product image is the most effective promotion method. Consumers are the ultimate market for marketing. The multi-dimensionality and difference of people's consumption psychology decide that the product packaging must have multidimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Therefore, when designing product packaging, it is necessary to personalize different consumer groups to meet the different psychological needs of different consumers.
1î€ Designed according to consumption habits. When people are spending, they usually have a certain spending habits. Therefore, in the design of product packaging, we should pay attention to the consumer's consumption habits, according to the characteristics of the product itself, designed to meet the packaging habits of most people. For example, many customers are looking for convenience in shopping. If they use transparent or window-packed foods, they can be easily selected. The combined-packaged gift baskets can be easily used. Soft-packed drinks can be easily carried and so on. The ease of use of the packaging adds to the appeal of the product. The popular “barrier-free†packaging in foreign countries, such as the use of zigzag markings to distinguish the type of detergents in contact-type identification packages; the automatic identification marks, etc., in the canned foods that “the middle of the lid has not been proved to have a shelf lifeâ€, etc. It is widely loved by consumers.
2î€ Designed according to the age of the consumer. Commodities usually have a certain range of age sales. Similarly, it is generally not possible for product packaging to cater to the tastes of consumers of all ages. Therefore, in the design of commodity packaging, it must be based on the different ages of the consumer's reasonable design. For example, for the products sold by the elderly, the design of packaging cannot focus on exquisite and complicated products, but it should be biased towards simple, generous and concise designs. Products sold for young people differ in package design. Young people usually like to be different, like to seek new things, find differences, find curiosity, and strive to find opportunities to express themselves. The packaging of products targeted at such consumers can try to adopt taboo colors, strive to break through traditions in the styling, and promote "new generation choices" in logos to guide trends and create fashion. As for children's merchandise, they should pay attention to their psychology.
3 设计Designed according to the cultural level and economic income of the consumer. Differences in the level of education and economic income usually lead to different consumer appreciation and requirements for product packaging. In terms of economic income, consumers with relatively higher incomes generally have higher requirements for product packaging in addition to higher quality requirements. For such products that are sold by consumers, they should focus on quality and grade in packaging design, and strive to exquisite and elegant packaging in order to highlight the aesthetic and taste of consumers. For consumers with relatively low economic income, the packaging of goods is usually in a subordinate position. Under normal circumstances, such consumers pay more attention to the quality of goods and there is no excessive demand for packaging of goods. Products that target such consumers should not be too much emphasis on packaging, but should be simple and realistic. In short, modern commodity packaging is a fusion of protection function and artistic beauty, and it is an innovative combination of practicality and novelty. A successful packaging promotion is the producer's mindset, the creator's mindset and the buyer's demand psychology. Modern commodity packaging design only grasps the consumer's psychology, caters to consumers' preferences, satisfies the consumer's demand, stimulates and guides the consumer's emotion, then can stand out in the fierce business warfare, and stabilizes and wins the ticket.
5. Green packaging is the future of packaging design Saving natural resources and protecting the ecological environment are the basic contents of the sustainable development strategy. As an important part of social and economic activities, commodity packaging will inevitably embark on the road to sustainable development—green packaging. Green packaging, also known as environmentally-friendly packaging, means that the packaging design must ensure that the performance of the product is in good condition, but also consider environmental protection factors, that is, packaging waste has no damage to the ecological environment. For some time, due to the neglect of the harmonious development between man and nature, a large number of packaging materials or packaging processes that cause environmental pollution have been used in the packaging of goods, causing serious damage (potential hazards) to the ecological environment or human health, such as the use of non- Degradation of plastic caused by "white waste" disaster. Today, mankind has become more and more aware of the importance and necessity of green packaging. For example, Japan has banned the use of non-biodegradable plastic packaging of vegetables and fruits; many foods in the United States began to use soy protein packaging film, which can be cooked with food. China also attaches great importance to the development of green packaging. For example, some corn baking and packaging cups used in ice cream products are not only conducive to ecological and environmental protection, but also popular with consumers. It can be predicted that green packaging will become the mainstream direction of future packaging design. To develop green packaging, the following issues should be noted: (1) In the design of commodity packaging, recyclable, renewable, or degradable packaging materials should be used as far as possible. For example, a French dairy company used lactic acid to develop a biodegradable plastic that could be degraded to farmyard manure at 55°C for 60 days. In addition, Japan and other countries are also studying biodegradable plastics based on propionic acid. (2) The packaging material or packaging process cannot destroy the ecological environment. For example, the United States strictly prohibits the use of rice straw as a packing material, because straw may cause the spread of plant diseases and insect pests. Another example is that several countries in the European Union have banned the import of rainforest timber in order to prevent the greenhouse effect. (3) Packaging materials or packaging processes cannot harm human health. For example, due to the discovery of strong carcinogen dioxins in some blister packaging materials, Italy, Austria and other countries have completely banned the use of such packaging materials. (4) The urgency and inevitability of green packaging must be fully understood in terms of ideology. Green packaging may increase the cost of product packaging, but must not overlook the development prospects of green packaging. Green packaging is not only a revolution facing packaging materials and packaging technology, but also a great revolution facing the entire packaging industry, and it is also a great revolution related to the survival and development of human beings.
Sixth, commodity packaging design should arouse consumers' strong desire to purchase Whether it can stimulate consumers' desire to purchase is one of the most important criteria for evaluating the success or failure of commodity packaging design. Consumer recognition and purchase are the biggest rewards for product packaging design. To achieve this goal, designers need to take full account of commercial, industrial, artistic, and psychological factors, and follow the principles of “practice-design-re-practice-redesignâ€. Design has been accepted and recognized by more and more consumers. Designers must realize that packaging design is not a purely artistic thing, but a multidisciplinary integration of literature, science, engineering, and business. In order to design a product package that is generally accepted and recognized by consumers, designers must study art design, marketing, marketing, economics, consumer psychology, structural materials, ergonomics, physics, and printing processes. Learn relevant knowledge, expand and optimize your own knowledge structure. In short, excellent packaging design should be a popular, international, market-oriented design, which should have a powerful impact on the consumer's vision and psychology, and can arouse consumers' strong desire to purchase.
Author/Zheng Xiumin Lishui Vocational and Technical College
In order to give full play to the promotional functions of packaging, product packaging design should follow certain design principles. Japanese scholar Yi Zhuo has proposed a "bright, understanding, good feeling" principle 3. Conspicuousness: The role of packaging in promoting sales must first be brought to the attention of consumers because only the products that attract consumers' attention can be purchased. Therefore, the packaging design should pay great attention to the proper grasp of its own “contrast†in terms of color, composition, and pattern settings. In terms of coloring, the strength is simple and clear, and the color should be as small as possible. However, the contrast between colors should be very clear; the pattern should require meticulous style and techniques, and the composition must be full and generous and stable. The design should also pay close attention to the modest contrast between the product itself and the surrounding other goods in terms of design effects. (especially between similar products). In summary, the product packaging design should use novel and unique shapes, colorful colors, beautiful and delicate patterns, and each characteristic material enables the package to have a striking effect, so that consumers can have a strong interest as soon as they see it. Understanding: Successful packaging not only causes consumers' attention and interest in products through the use of modeling, color, patterns, and materials, but also enables consumers to accurately understand the product through packaging. Because the purpose of people buying is not packaging, but the product within the package. The most effective way to accurately convey product information is to truly convey the product image. Transparent packaging can be used. Products can be displayed on the packaging container with windows. Product graphics can be drawn on the packaging, and simple text descriptions can be provided on the packaging. You can print colored product photos and more on the packaging. Accurately communicating product information also requires that the packaging be adapted to the grade of the product, and that masking or exaggerating the quality and functionality of the product is a failure of packaging. China's export of ginseng has been packed in sacks and cartons. Foreign businessmen are suspected to be dried radish. Naturally, it is understood from this rough packaging grade.
On the contrary, low-end products are packed with precious and valuable products and will not attract consumers. At present, most of the small food packages on the market in China are very exquisite. The eye-catching colors, gorgeous patterns and silver glittering aluminum foil bags add touching descriptions to the consumers, especially children, have a great temptation, but many times the bags The difference between the value of the food and the price of the food is so far that people feel deceived. Therefore, the grade of the packaging must be compatible with the grade of the product. Good impression: That is to say, the shape, color, pattern, and material of the packaging must arouse people's affection, because the person's joy is very important for buying impulses. The goodwill comes from two aspects. The first is the practical aspect, that is, whether packaging can meet the needs of consumers in all aspects and provide convenience. This involves the size, quantity, and exquisite aspects of packaging. The same skin cream can be big bottled or small boxed. Consumers can choose according to their own habits. The same products are beautifully packaged and easily selected by people as gifts. The packaging can only be used by oneself. When the packaging of a product provides convenience, it naturally causes a consumer's favor. Goodwill also comes directly from the packaging's sense of shape, color, pattern, and texture. This is a comprehensive psychological effect that is closely related to the personal and personal atmosphere. In terms of color, everyone has their own favorite and annoying colors, which of course cannot be forced, but they also have in common. For example, most women like white and red and pink. They are called women's colors. The use of white and red in the packaging of women's products can cause women's love. Men like to be solemn and solemn black, black is also called men's color, men's special packaging and black can get men's favor. All ethnic groups have different colors of love. People call them ethnic colors. We will no longer discuss the mysteries of the people here. The psychology of preferences of different consumers is also relative and changing. We just emphasize that feelings of boredom can influence purchase behavior.
Fourth, commodity packaging design and consumer psychology
Packaging is the most extensive and frequent visual image of consumers. In the era of scientific progress and highly developed economy, commodity packaging design has become a product of the combination of science, art, and culture. It requires a unique combination of creativity, kitsiness, and modern technology. As a highly knowledge-intensive creative activity, commodity packaging design plays an important role in inducing consumption, improving commodity competitiveness, and promoting enterprise development. On the premise of quality assurance, personalized product image is the most effective promotion method. Consumers are the ultimate market for marketing. The multi-dimensionality and difference of people's consumption psychology decide that the product packaging must have multidimensional emotional appeal in order to attract specific consumer groups to produce the expected purchase behavior. Therefore, when designing product packaging, it is necessary to personalize different consumer groups to meet the different psychological needs of different consumers.
1î€ Designed according to consumption habits. When people are spending, they usually have a certain spending habits. Therefore, in the design of product packaging, we should pay attention to the consumer's consumption habits, according to the characteristics of the product itself, designed to meet the packaging habits of most people. For example, many customers are looking for convenience in shopping. If they use transparent or window-packed foods, they can be easily selected. The combined-packaged gift baskets can be easily used. Soft-packed drinks can be easily carried and so on. The ease of use of the packaging adds to the appeal of the product. The popular “barrier-free†packaging in foreign countries, such as the use of zigzag markings to distinguish the type of detergents in contact-type identification packages; the automatic identification marks, etc., in the canned foods that “the middle of the lid has not been proved to have a shelf lifeâ€, etc. It is widely loved by consumers.
2î€ Designed according to the age of the consumer. Commodities usually have a certain range of age sales. Similarly, it is generally not possible for product packaging to cater to the tastes of consumers of all ages. Therefore, in the design of commodity packaging, it must be based on the different ages of the consumer's reasonable design. For example, for the products sold by the elderly, the design of packaging cannot focus on exquisite and complicated products, but it should be biased towards simple, generous and concise designs. Products sold for young people differ in package design. Young people usually like to be different, like to seek new things, find differences, find curiosity, and strive to find opportunities to express themselves. The packaging of products targeted at such consumers can try to adopt taboo colors, strive to break through traditions in the styling, and promote "new generation choices" in logos to guide trends and create fashion. As for children's merchandise, they should pay attention to their psychology.
3 设计Designed according to the cultural level and economic income of the consumer. Differences in the level of education and economic income usually lead to different consumer appreciation and requirements for product packaging. In terms of economic income, consumers with relatively higher incomes generally have higher requirements for product packaging in addition to higher quality requirements. For such products that are sold by consumers, they should focus on quality and grade in packaging design, and strive to exquisite and elegant packaging in order to highlight the aesthetic and taste of consumers. For consumers with relatively low economic income, the packaging of goods is usually in a subordinate position. Under normal circumstances, such consumers pay more attention to the quality of goods and there is no excessive demand for packaging of goods. Products that target such consumers should not be too much emphasis on packaging, but should be simple and realistic. In short, modern commodity packaging is a fusion of protection function and artistic beauty, and it is an innovative combination of practicality and novelty. A successful packaging promotion is the producer's mindset, the creator's mindset and the buyer's demand psychology. Modern commodity packaging design only grasps the consumer's psychology, caters to consumers' preferences, satisfies the consumer's demand, stimulates and guides the consumer's emotion, then can stand out in the fierce business warfare, and stabilizes and wins the ticket.
5. Green packaging is the future of packaging design Saving natural resources and protecting the ecological environment are the basic contents of the sustainable development strategy. As an important part of social and economic activities, commodity packaging will inevitably embark on the road to sustainable development—green packaging. Green packaging, also known as environmentally-friendly packaging, means that the packaging design must ensure that the performance of the product is in good condition, but also consider environmental protection factors, that is, packaging waste has no damage to the ecological environment. For some time, due to the neglect of the harmonious development between man and nature, a large number of packaging materials or packaging processes that cause environmental pollution have been used in the packaging of goods, causing serious damage (potential hazards) to the ecological environment or human health, such as the use of non- Degradation of plastic caused by "white waste" disaster. Today, mankind has become more and more aware of the importance and necessity of green packaging. For example, Japan has banned the use of non-biodegradable plastic packaging of vegetables and fruits; many foods in the United States began to use soy protein packaging film, which can be cooked with food. China also attaches great importance to the development of green packaging. For example, some corn baking and packaging cups used in ice cream products are not only conducive to ecological and environmental protection, but also popular with consumers. It can be predicted that green packaging will become the mainstream direction of future packaging design. To develop green packaging, the following issues should be noted: (1) In the design of commodity packaging, recyclable, renewable, or degradable packaging materials should be used as far as possible. For example, a French dairy company used lactic acid to develop a biodegradable plastic that could be degraded to farmyard manure at 55°C for 60 days. In addition, Japan and other countries are also studying biodegradable plastics based on propionic acid. (2) The packaging material or packaging process cannot destroy the ecological environment. For example, the United States strictly prohibits the use of rice straw as a packing material, because straw may cause the spread of plant diseases and insect pests. Another example is that several countries in the European Union have banned the import of rainforest timber in order to prevent the greenhouse effect. (3) Packaging materials or packaging processes cannot harm human health. For example, due to the discovery of strong carcinogen dioxins in some blister packaging materials, Italy, Austria and other countries have completely banned the use of such packaging materials. (4) The urgency and inevitability of green packaging must be fully understood in terms of ideology. Green packaging may increase the cost of product packaging, but must not overlook the development prospects of green packaging. Green packaging is not only a revolution facing packaging materials and packaging technology, but also a great revolution facing the entire packaging industry, and it is also a great revolution related to the survival and development of human beings.
Sixth, commodity packaging design should arouse consumers' strong desire to purchase Whether it can stimulate consumers' desire to purchase is one of the most important criteria for evaluating the success or failure of commodity packaging design. Consumer recognition and purchase are the biggest rewards for product packaging design. To achieve this goal, designers need to take full account of commercial, industrial, artistic, and psychological factors, and follow the principles of “practice-design-re-practice-redesignâ€. Design has been accepted and recognized by more and more consumers. Designers must realize that packaging design is not a purely artistic thing, but a multidisciplinary integration of literature, science, engineering, and business. In order to design a product package that is generally accepted and recognized by consumers, designers must study art design, marketing, marketing, economics, consumer psychology, structural materials, ergonomics, physics, and printing processes. Learn relevant knowledge, expand and optimize your own knowledge structure. In short, excellent packaging design should be a popular, international, market-oriented design, which should have a powerful impact on the consumer's vision and psychology, and can arouse consumers' strong desire to purchase.
Author/Zheng Xiumin Lishui Vocational and Technical College