Abstract: Packaging design is an important part of modern commodity marketing. Exploring the definition of modern packaging to the functional concept of packaging design, discusses the principles of packaging design, and looks forward to the development prospects of green packaging. It is pointed out that packaging design should keep pace with the times and fully stimulate consumers' desire to purchase.
Keywords: modern packaging design; design principles; consumer psychology; green packaging.
Packaging is one of the most important links in the production and marketing of modern commodities. The pros and cons of packaging are directly related to the value of commodities in the market circulation. The initial packaging of goods was mainly for the convenience of customers. With the development of the market economy, people began to realize that as a visual communication tool, commodity packaging is by no means an optional thing, but the face of a commodity. Modern packaging is becoming a simple, clear form. Indispensable part of the product. Packaging not only gives the product a unique personality, but also creates a perfect visual image for the product. At present, packaging has become a most direct means of competition for goods manufacturers and distributors. Packaging is the self-presentation of goods to customers. It has also become a prerequisite for consumers to judge the quality of goods. With the continuous deepening of China's accession to the WTO, the necessity and importance of commodity packaging have emerged day by day. People have constantly experienced that in today's economic globalization, only the exquisite commodity packaging and high-quality goods can be the attention and favor of the majority of consumers, in order to stabilize the competition in the fierce market competition.
First, recognizing modern packaging
Packaging has actually begun since the exchange and circulation of goods. The initial packaging of the mark and font size on the paper for exchange is the prototype of the package. Today, packaging features and concepts that are advancing with the times are no longer comparable. Packaging not only protects goods, facilitates transportation, use, promotion, and other functions, but also shows the softness of branding, product image, and even corporate image development. Sexual function. Image power has now become the fourth resource (manpower, material resources, and financial resources) for business operations, and packaging design is one of the powerful tools for developing corporate image power. The traditional definition of packaging refers to the convenience of storing, transporting, beautifying, and using the product, but only such knowledge does not seem to guide us well in packaging design. If the significance of packaging design is only important for the product, then this significance is necessary for the product. In the era of planned economy, only production and no design. Because everything is produced according to plan and there is no competition and circulation of goods, the main function of packaging is only the protection of products. The development of the market economy has changed the way products are sold. Market competition, especially the competition of similar products, has brought about a qualitative change in the packaging function. This change has led product packaging to focus more on sales functions and brand enhancement functions. The transformation and development of packaging functions has led to the visual design, structure and form of packaging. Updated and even updated design concepts. We still come to know modern packaging design through an ordinary paper box. A box, a polyhedron, is first used to hold goods. The designer designs the packaging structure according to the properties, size, shape, weight, etc. of the product. This structure, of course, must conform to the functional requirements of the packaging; it can be well protected. Products can be safely transported and put on shelves for consumers to purchase, and they can make consumers feel more convenient when using them. The volumetric capacity of the merchandise allows the designer to fully consider the mechanics and proper packaging structure when choosing the packaging material. The basic function of packaging design is to protect products, facilitate transportation, and use. But this is just a matter of how to solve the problem of "packaging" products. A more important purpose of modern packaging is to promote sales and establish good brand awareness through the use of convenience in the process. Especially in today's rapid economic development of products, the radical change in the sales approach, the self-selection of shelves has become the dominant way of sales, and the direct communication between products and consumers has made the products visible, touchable, memorable, and facing a wide range of products. With competition between homogenized products, consumers have more choices when shopping. Therefore, building a distinctive product brand with a visual image is the main direction of modern packaging.
Second, the functional concept of packaging design
1 î€ Safety concept. Ensuring product and consumer safety is the most fundamental starting point for packaging design. In the design of commodity packaging, safety protection measures such as storage, transportation, exhibition and sales, and use and use should be considered based on the attributes of the commodities. Different commodities may require different packaging materials. Currently available materials include metals, glass, ceramics, plastics, cardboard, etc. When selecting the packaging materials, we must ensure the material's seismic, compressive, tensile, anti-squeeze, anti-wear properties, but also pay attention to the sun, moisture, corrosion, leak-proof, and flame-proof issues of the goods, to ensure that the goods under any circumstances All intact.
2 î€ promotion concept. Promoting product sales is one of the most important functional concepts of packaging design. In the past, when people purchased goods, they mainly depended on the promotion and introduction of salespersons. Now, supermarket self-selection becomes the most common way for people to buy goods. In the process of consumer shopping, goods packaging naturally acts as a silent advertisement or a silent salesman. If product packaging design can attract the attention of consumers and fully stimulate their desire to purchase, then the packaging design truly reflects the promotion concept.
3î€ production concept. Packaging design to ensure that while styling, we must consider whether the design can achieve accurate, rapid, mass production, can help workers quickly and accurately processing, molding, loading and sealing. In the design of commodity packaging, proper packaging materials should be selected based on the attributes of products, use value, consumer groups, etc., in order to unify the form and content, and fully consider the time saving of production and processing in order to speed up the circulation of commodities.
4 humanity concept. Excellent packaging design must adapt to the storage, transportation, exhibition, and the consumer's carrying and opening. For this reason, in the packaging design of goods, it is necessary to make the ratio of the box-type structure reasonable, rigorous structure, exquisite shape, focus on the shape of box-type and material beauty, contrast and coordination beauty, rhythm and rhythm beauty, and strive to achieve the box-type structure function Complete and exquisite appearance to adapt to production, sales and even use. Common commodity packaging structures are mainly portable, suspended, open, windowed, closed, or combinations of several types.
5 î€ artistic ideas. Excellent packaging design should also be perfectly artistic. Packaging is an art of beautifying goods directly. Products that are exquisitely packaged and of high value for art appreciation are more likely to jump out of a large pile of goods and give people a beautiful enjoyment, thus winning the favor of consumers.
6î€ Environmental protection concept. The awareness of environmental protection in modern society has become the consensus of most countries in the world. Under the trend of ecological environmental protection, only product packaging designs that do not pollute the environment and do not harm human health may become consumers' ultimate choice. Especially in food packaging, more attention should be paid to green packaging.
7, visual communication concept. The essential characteristics of visual communication are simple and clear. Excessively modified content can only cause mutual interference, making the packaging theme difficult to highlight, not only affecting visual impact, but also misleading consumers' thinking. According to the laws of visual communication, in the process of product packaging design, unnecessary visual elements should be removed as much as possible, and the visual theme should be emphasized in order to find the most creative and expressive visual communication methods.
Keywords: modern packaging design; design principles; consumer psychology; green packaging.
Packaging is one of the most important links in the production and marketing of modern commodities. The pros and cons of packaging are directly related to the value of commodities in the market circulation. The initial packaging of goods was mainly for the convenience of customers. With the development of the market economy, people began to realize that as a visual communication tool, commodity packaging is by no means an optional thing, but the face of a commodity. Modern packaging is becoming a simple, clear form. Indispensable part of the product. Packaging not only gives the product a unique personality, but also creates a perfect visual image for the product. At present, packaging has become a most direct means of competition for goods manufacturers and distributors. Packaging is the self-presentation of goods to customers. It has also become a prerequisite for consumers to judge the quality of goods. With the continuous deepening of China's accession to the WTO, the necessity and importance of commodity packaging have emerged day by day. People have constantly experienced that in today's economic globalization, only the exquisite commodity packaging and high-quality goods can be the attention and favor of the majority of consumers, in order to stabilize the competition in the fierce market competition.
First, recognizing modern packaging
Packaging has actually begun since the exchange and circulation of goods. The initial packaging of the mark and font size on the paper for exchange is the prototype of the package. Today, packaging features and concepts that are advancing with the times are no longer comparable. Packaging not only protects goods, facilitates transportation, use, promotion, and other functions, but also shows the softness of branding, product image, and even corporate image development. Sexual function. Image power has now become the fourth resource (manpower, material resources, and financial resources) for business operations, and packaging design is one of the powerful tools for developing corporate image power. The traditional definition of packaging refers to the convenience of storing, transporting, beautifying, and using the product, but only such knowledge does not seem to guide us well in packaging design. If the significance of packaging design is only important for the product, then this significance is necessary for the product. In the era of planned economy, only production and no design. Because everything is produced according to plan and there is no competition and circulation of goods, the main function of packaging is only the protection of products. The development of the market economy has changed the way products are sold. Market competition, especially the competition of similar products, has brought about a qualitative change in the packaging function. This change has led product packaging to focus more on sales functions and brand enhancement functions. The transformation and development of packaging functions has led to the visual design, structure and form of packaging. Updated and even updated design concepts. We still come to know modern packaging design through an ordinary paper box. A box, a polyhedron, is first used to hold goods. The designer designs the packaging structure according to the properties, size, shape, weight, etc. of the product. This structure, of course, must conform to the functional requirements of the packaging; it can be well protected. Products can be safely transported and put on shelves for consumers to purchase, and they can make consumers feel more convenient when using them. The volumetric capacity of the merchandise allows the designer to fully consider the mechanics and proper packaging structure when choosing the packaging material. The basic function of packaging design is to protect products, facilitate transportation, and use. But this is just a matter of how to solve the problem of "packaging" products. A more important purpose of modern packaging is to promote sales and establish good brand awareness through the use of convenience in the process. Especially in today's rapid economic development of products, the radical change in the sales approach, the self-selection of shelves has become the dominant way of sales, and the direct communication between products and consumers has made the products visible, touchable, memorable, and facing a wide range of products. With competition between homogenized products, consumers have more choices when shopping. Therefore, building a distinctive product brand with a visual image is the main direction of modern packaging.
Second, the functional concept of packaging design
1 î€ Safety concept. Ensuring product and consumer safety is the most fundamental starting point for packaging design. In the design of commodity packaging, safety protection measures such as storage, transportation, exhibition and sales, and use and use should be considered based on the attributes of the commodities. Different commodities may require different packaging materials. Currently available materials include metals, glass, ceramics, plastics, cardboard, etc. When selecting the packaging materials, we must ensure the material's seismic, compressive, tensile, anti-squeeze, anti-wear properties, but also pay attention to the sun, moisture, corrosion, leak-proof, and flame-proof issues of the goods, to ensure that the goods under any circumstances All intact.
2 î€ promotion concept. Promoting product sales is one of the most important functional concepts of packaging design. In the past, when people purchased goods, they mainly depended on the promotion and introduction of salespersons. Now, supermarket self-selection becomes the most common way for people to buy goods. In the process of consumer shopping, goods packaging naturally acts as a silent advertisement or a silent salesman. If product packaging design can attract the attention of consumers and fully stimulate their desire to purchase, then the packaging design truly reflects the promotion concept.
3î€ production concept. Packaging design to ensure that while styling, we must consider whether the design can achieve accurate, rapid, mass production, can help workers quickly and accurately processing, molding, loading and sealing. In the design of commodity packaging, proper packaging materials should be selected based on the attributes of products, use value, consumer groups, etc., in order to unify the form and content, and fully consider the time saving of production and processing in order to speed up the circulation of commodities.
4 humanity concept. Excellent packaging design must adapt to the storage, transportation, exhibition, and the consumer's carrying and opening. For this reason, in the packaging design of goods, it is necessary to make the ratio of the box-type structure reasonable, rigorous structure, exquisite shape, focus on the shape of box-type and material beauty, contrast and coordination beauty, rhythm and rhythm beauty, and strive to achieve the box-type structure function Complete and exquisite appearance to adapt to production, sales and even use. Common commodity packaging structures are mainly portable, suspended, open, windowed, closed, or combinations of several types.
5 î€ artistic ideas. Excellent packaging design should also be perfectly artistic. Packaging is an art of beautifying goods directly. Products that are exquisitely packaged and of high value for art appreciation are more likely to jump out of a large pile of goods and give people a beautiful enjoyment, thus winning the favor of consumers.
6î€ Environmental protection concept. The awareness of environmental protection in modern society has become the consensus of most countries in the world. Under the trend of ecological environmental protection, only product packaging designs that do not pollute the environment and do not harm human health may become consumers' ultimate choice. Especially in food packaging, more attention should be paid to green packaging.
7, visual communication concept. The essential characteristics of visual communication are simple and clear. Excessively modified content can only cause mutual interference, making the packaging theme difficult to highlight, not only affecting visual impact, but also misleading consumers' thinking. According to the laws of visual communication, in the process of product packaging design, unnecessary visual elements should be removed as much as possible, and the visual theme should be emphasized in order to find the most creative and expressive visual communication methods.