Tobacco brand design refers to a series of packaging designs for tobacco brand image according to certain purposes and requirements. Tobacco brand design has broad sense and narrow sense. Broadly speaking, tobacco brand design includes tobacco brand strategy design, tobacco brand enterprise design and CI design. Narrow tobacco brand design mainly refers to the design of tobacco products, the emotional appeal design of tobacco brands, the trademark and packaging of tobacco brands. Here is a brief explanation of the narrow theory.
Why are the signs of McDonald's and KFC conspicuous? The reason is that its red and yellow decoration color gives people strong stimulation, which is easy to arouse consumers' association, and actually achieves the ultimate goal of commercial design. Tobacco brands also need design. Because the ultimate goal of tobacco brand is to promote the completion of the consumption process, and to achieve the completion of the consumption process, we must first arouse consumers' desire for consumption, and to make consumers have the desire for consumption depends to a great extent on excellent tobacco brand design. Therefore, tobacco brand design is very important for tobacco brand marketing. Generally speaking, the main contents of tobacco brand design include: tobacco product design, tobacco brand emotional appeal design, tobacco brand trademark design and packaging design. Regarding the packaging design of tobacco brands, we will specifically elaborate in the third section of this chapter.
First, tobacco product design.
Tobacco product design is the main content and carrier of tobacco brand design. Without products, brand design will become water without resources and wood without roots. Philip, a famous American economist, believes that designing products should be considered from three levels. The first level is the core product, and its main answer is "What does the buyer really want to buy". The second layer is tangible products, which mainly conquer consumers through the quality level, style, packaging and performance of products. The third layer is the additional products that enterprises can provide for consumers. Among these three levels, the second layer of tangible products is the most important in product design, because the focus of consumer consumption is on the tobacco products themselves. Although the additional products that enterprises can provide can help consumers complete the consumption process under certain conditions, in more cases, consumers regard them as dispensable things. For example, consumers are used to consuming a certain brand of tobacco products, and generally do not easily change their consumption choices because of other brands' giving small gifts and other promotional means.
Tobacco product design mainly includes performance design and quality design of tobacco products. The performance design of tobacco products can meet the emotional pursuit of different consumers. In quality design, it mainly embodies environmental protection, and in shape design, it strives to fully reflect the individual characteristics of tobacco products.
The performance design of tobacco products is based on the different consumption needs of consumers. With perceptual consumption becoming the mainstream, consumers are increasingly pursuing personalized tobacco products, not only paying attention to the practicality of tobacco products, but also paying attention to the performance of tobacco products to meet their different emotional pursuits. At present, the diversity of social demand determines the diversity of tobacco brand design. But for a tobacco enterprise, its enterprise resources are limited, and it is impossible to produce products that meet all social needs, but only specific consumer groups that meet social needs. Therefore, the performance design of most tobacco products is often people-oriented, and the performance design that makes full use of enterprise resources always keeps up with market changes.
The quality design of tobacco products is not only reflected in the quality of cut tobacco and advanced cigarette technology, but also in the increasingly prominent environmental protection. Scientific and technological workers in tobacco industry keep up with the international advanced tobacco technology and actively devote themselves to developing "one high and two low" cigarettes with high aroma, low tar and low harm. Therefore, tobacco enterprises take environmental protection as a breakthrough when playing quality cards, and vigorously publicize the environmental protection function of brand products to attract more consumers' attention. At the first tobacco science and technology fair held in Beijing in May 2002, a number of domestic low-harm cigarette brands, such as Zhongnanhai in Beijing, Double Happiness in Shanghai, Yangcheng in Guangdong, Wuyeshen in Anhui and Jian Dan, appeared one after another, and other brands of cigarette products produced by Shenzhen Cigarette Factory, such as Haorizi and Temeisi, enjoyed a good reputation in the market. Its complete set of silk-making, wrapping and packaging production equipment are imported from abroad. After continuous absorption, digestion and transformation, the production technology has reached the international level, and a set of modern cigarette product design, production, inspection and supervision facilities have made the product technology and various physical and chemical indicators reach the international advanced level. The biological filter used in tobacco products is also different from ordinary filter, because it contains an efficient bioactive substance hemoglobin, which can effectively absorb harmful components such as nitrosamines, free radicals and polycyclic aromatic hydrocarbons in smoke. Shenzhen Cigarette Factory used biological filter on "Good Day" brand cigarettes, which is the first safe cigarette using biological filter in China and can provide more protection for smokers. Because ordinary filter can only absorb part of tar and nicotine, and biological filter can also absorb more other harmful components in smoke, hemoglobin, a highly effective bioactive substance in biological filter, can obviously filter harmful substances such as free radicals in smoke, which not only provides safer protection for smokers, but also provides protection for smokers of second-hand smoke.
Second, emotional appeal design
The emotional appeal design of tobacco brand is based on the product itself, but it goes beyond the design expressed by the product itself to meet the different emotional needs of consumers. Here, products only exist as the material carrier of emotional design. Because with the improvement of people's living standards, the purpose of smoking is no longer a very single purpose, but to express a variety of emotions through smoking. At this time, it is difficult to meet the different emotional needs of consumers if only high quality and low price are used as the positioning design of tobacco products. Therefore, tobacco brand design should not only highlight individuality, but also make different emotional positioning according to different market consumer groups, and at the same time strengthen publicity at different consumption levels. While the quality and performance of the products can satisfy consumers, they will also be moved by emotions. For example, Zhong Yi Group Qingdao Tobacco Factory has been committed to the transformation of old brands in recent years. "A Pen" cigarette was founded in the early 1940s, and it was popular all over the country in the 1940s and 1950s. From 65438 to 0996, Qingdao Cigarette Factory of Zhong Yi Group Company launched a new generation of high-grade "one pen". 1998, red "a pen" is online; "Hademen" cigarette was born in the 1920s, and Qingdao Tobacco Factory launched "Hademen" series products on 1992. At the end of the 20th century, there was a homesickness in the crowd. The renovation of the old brand of Qingdao Tobacco Factory just gave people a vivid expression of homesickness. Therefore, after the launch of the old brand new cigarettes, they are well received by consumers. For example, once Hadmen was released, it immediately caused a sensation in the whole country, creating a miracle that covered the whole country and was in short supply for many years.
To a certain extent, emotional design is more important than product design, because the product only brings consumers the shell of tobacco products, and emotional design meets what people need in their inner world, which is not what ordinary products can give. According to Maslow's hierarchy of needs theory, human needs are divided into different levels. The lowest physiological needs are easy to meet. The highest level of self-realization needs is the most difficult to meet. Compared with people who regard smoking as a physiological need, people's emotional needs are difficult to meet. On the one hand, it shows that emotional appeal design must firmly grasp the focus of consumption and shape perfect brand image and brand content, which undoubtedly increases the complexity of emotional appeal design; On the other hand, it also shows that once the design mood is recognized by consumers, it is easy to form a fixed consumer group. It can be said that the design of emotional appeal is to grasp the consumer psychology and adopt a heart-centered flank attack strategy.
Third, trademark design.
A trademark, as its name implies, is the mark of a commodity. A trademark generally consists of a design and a name. Therefore, the main content of trademark design is the design of brand pattern and name.
Brand name design. "If the name is not regular, it will not be smooth, and if it is not smooth, it will accomplish nothing." It is no exaggeration to say that brands start with naming. If the brand name is well designed, it is easy to impress consumers and be accepted by consumers, which can greatly enhance the market competitiveness of tobacco brands; If the brand name is not well designed, consumers will not only not accept it, but also may have resentment, so there will be no desire to buy it. In fact, when some tobacco companies name their brands, they often have a strong randomness and one-sidedness, or deliberately pursue literal meaning, or pay attention to listening and innovation. As the foundation of brand building, the design of brand name will directly affect the development of a series of marketing activities such as brand promotion, extension and management in the future. Therefore, the quality of tobacco brand naming is closely related to the development of tobacco brands, which is the basis of a series of activities such as trademark registration, brand promotion, brand extension, brand management and so on. Good names can make a big fuss about the development of tobacco brands, while bad names restrict the influence of tobacco brands in every activity. Names like "Wang" or "Ba" were quite popular in the early 1990s. I remember that when 1994 created the "hibiscus king", dozens of kings followed. Now it seems that most of them have disappeared. Of course, this is inseparable from the background of the times. At that time, social goods were not very rich, and people liked good quality goods very much. Those goods with good quality are in short supply, so they are superior and domineering, and people are very proud after buying this kind of goods. The name design of "Wang" and "Ba" catered to people's consumption psychology at that time. Today, people's consumption psychology is very rational, and they will no longer like these domineering names. They prefer physical objects, because such names are farther and farther away from consumers, and consumers pay more and more attention to the cultural connotation that commodity names can embody when choosing commodities. Of course, there are exceptions, such as The Lotus King. But this is an individual phenomenon and cannot represent universality.
It is precisely because the name design of tobacco brands bears such a heavy responsibility that it is no exaggeration to call the name design of tobacco brands an art.
When designing tobacco brand names, the following aspects are generally considered comprehensively:
1. Be creative. The conception of tobacco brand name should be unique and avoid similarity. Similarity is the taboo of tobacco brand design. Similarity easily confuses consumers and competitors, and sometimes even backfires.
2. concise and clear. Simple and clear brand names are easy to impact consumers. Because the biggest role of tobacco brands is to spread, concise and clear, catchy brand names are conducive to word-of-mouth communication, such as "Baisha", "Honghe" and "Dahongying", which are catchy to read. If you change it to more than four words, it will be quite awkward to read. Therefore, tobacco brand names should be short and clear.
3. The content should be rich. Rich cultural connotation is the basis for people to appreciate tobacco brand names. Without connotation, blindly calling "Wang" and "Ba" can only arouse people's disgust.
In addition to considering the above factors, we can also adopt different naming strategies to name brands according to specific circumstances. For example, we can adopt strategies such as price suggestion, regional characteristics, social psychological adaptation and consumer group suggestion.
For example, "Zhongnanhai" brand cigarettes. Brand names not only reflect the regional characteristics, but also adapt to the social psychology of consumers. Zhongnanhai, located in Beijing, clearly embodies the regionality. Zhongnanhai is the seat of the Central Committee of the Communist Party of China and the State Council. People generally have a sense of mystery about Zhongnanhai. "Zhongnanhai" brand cigarette marketing market has narrowed the distance between Zhongnanhai and ordinary people, which makes people feel happy and comfortable.
Pattern design. Pattern is the visual language of tobacco brands, which can give people a strong visual impression and give them new content through continuous brand promotion and brand building, so that people will immediately associate brand names with patterns. For example, the pattern design of "Dahongying" is unique. The wings of "Dahongying" are V-shaped, which is the abbreviation of "Victory" in English, symbolizing victory, vigor and vividness. Another example is "Congratulations on the New Year", which makes full use of the meaning of auspiciousness and celebration, uses red as the background color, and embeds these four words in the patterns of ancient coins, giving people a warm feeling. In pattern design, the choice and collocation of colors are very important. Good color matching can highlight the designer's intention, interpret the connotation of tobacco brand and make it easier for people to remember. Therefore, it has a unique role in brand communication. However, improper color selection and collocation can easily make consumers form a preconceived bad impression on the brand, thinking that the brand's products are as unpalatable as the design of brand patterns. Because people's first impression of the brand often comes from the appearance and image design presented by tobacco brands to consumers, if its patterns can't well interpret the connotation of the brand and have no obvious visual characteristics, of course, it can't play a unique communication effect, so it's not surprising that consumers choose other brands instead. In particular, tobacco manufacturers who have been committed to entering the international market and seizing the share of the international tobacco market must pay attention to the choice and collocation of colors when designing patterns for tobacco brands. Because different colors have different meanings in different countries. When preparing to enter the markets of different countries, we must make a detailed investigation of the country's culture, history, customs and people's feelings, do a good job of market segmentation in the early stage, and try our best to avoid the phenomenon of "he died before he conquered" when entering the tobacco markets of other countries.
"Consumers often can't tell the product from the packaging. Many products are packaging, and many packages are products. " Don Baker, an expert in packaging design, believes that "packaging is the face of a brand, and it is an easy thing to remember. When it comes to brands, consumers immediately think of packaging. Therefore, care must be taken when replacing the package. You must design an easy-to-identify package for this brand. " These words vividly illustrate the role of packaging in product sales. As one of the elements of tobacco marketing, tobacco packaging design plays an unexpected role in market competition. Good tobacco packaging can stand out among many products.
China's cigarette packaging has roughly experienced four stages of development: the first stage is the early days of the founding of the People's Republic of China. At that time, cigarette cases were packed with 50 cigarettes, which had a strong old China color. Due to the lack of materials in the early days of the People's Republic of China, people had to adopt centralized packaging, and people paid more attention to the use value than the outer packaging. The second stage was the 1960s. With the continuous improvement of people's living standards, cigarettes have gradually become a daily consumer product. Therefore, from the point of view of carrying, the small package of twenty cigarettes has gradually become popular, and the cigarette case is mainly soft bag. However, at that time, cigarettes were made crudely and of poor quality, and smoking was as hard as breastfeeding. The third stage is after the Cultural Revolution. Cigarette packaging has made great progress. Aluminum foil paper, that is, tin foil package, such as the "red tin foil package" of Qingdao Cigarette Factory in Shandong Province, was relatively good at that time, whether it was the quality of cigarettes or the outer packaging. Later, it was not until the 1970s that filters began to appear and gradually became popular. The last stage is after the reform and opening up. It can be said that in this period, the spring of cigarette packaging really came. At this stage, cigarette packaging has reached a new level every year. It is no exaggeration to describe it as "rapid progress". After 1992, China's cigarette packaging has reached the world level to a certain extent, and has been at the forefront of the world. However, the phenomenon of over-packaging is more prominent.
According to one data, there is a company in the United States that operates 15.
In a supermarket with 0000 items, ordinary shoppers browse about 300 items every minute. Suppose that 53% of purchases are impulse purchases, and the packaging effect at this time is equivalent to a five-second standard TV advertisement. Therefore, the communication effect of brand packaging exceeds the general advertising communication effect in some cases. Because tobacco packaging is close to the target consumer group and has the characteristics of accessibility and closeness, it is easy to achieve the purpose of promoting sales. It can be seen that good packaging design has extraordinary charm, which can not only make consumers tempted, but also establish the product image and achieve the purpose of sales. Therefore, in recent years, with the rapid development of tobacco industry, more and more merchants realize that the quality of cigarette packaging design directly affects the market share of cigarettes, so they have introduced new packaging, which has improved the level of cigarette packaging design in China to some extent. For example, the gold medal "Welcome Pine", one of the series of national famous brands launched by Wuhu Cigarette Factory, is positioned as "the best of high-grade products" (the retail price of products of Wuhu Cigarette Factory is currently the highest). Around this positioning, designers pay attention to the standard of "high-grade products" in material selection and technology. The gold medal "Welcome Pine" developed this time takes green welcome pine and dream blue earth as the main packaging styles, and the three-dimensional anti-counterfeiting image on the back of the cigarette case is made of anti-counterfeiting materials imported from Germany and printed by bost bronzing machine. The anti-counterfeiting image has bright spots, and the same image is different. From different angles, you can see the words "Welcome Pine", "Wuhu Cigarette Factory" and "Welcome Pine". In the grating strip with extremely thin bottom, the letters "trustseal" are carved by laser micro-carving technology, which requires a magnifying glass of 20 times to see clearly. After adopting this anti-counterfeiting technology, the cost of cigarette cases and cartons will increase. Wuhu Cigarette Factory also chose more advanced imported anti-counterfeiting technology, while cigarettes used imported vertical rib paper and domestic high-grade laser cardboard and other packaging materials on cigarette packets. Using advanced printing technologies such as UV and matte, Wuhu Cigarette Factory has created another new cigarette product that combines traditional classic formula with modern scientific processing.
Another example is that when Ningbo Cigarette Factory launched the silver "Dahongying" in 1994, the front pattern adopted a combination of hot anodizing and concave-convex technology. At that time, these two processes were widely used and there was not much new idea. However, if they are used together, domestic manufacturers need two processes to complete them, which will easily lead to misregister or excessive pressure, anodic oxidation and peeling, and the rejection rate is extremely high. Therefore, Ningbo Cigarette Factory specially chose a company with high production technology in Hong Kong, and broke through this difficulty through accurate pressure measurement of hot plates, and specially formulated exclusive ink and set the printing thickness, so that the printed cigarette packet paper not only maintained the metallic luster of matt silver cardboard itself, but also showed a brilliant red color, which made the silver "Dahongying" cigarette packet maintain a high production level for a long time, and once it was launched, it received rave reviews.
However, some tobacco companies lack innovative consciousness in packaging design, and even step into the misunderstanding of cigarette packaging design. For example, some merchants excessively pursue the high-grade cigarette packaging, and have launched "the best", "the best" and "the king of xx" packaging, hoping to use gold and silver packaging, which leads to the extreme of attaching importance to leather and neglecting goods, resulting in packaging being more expensive than cigarettes. According to relevant data, the direct cost of a single box of first-class cigarettes in China reached 3 150 yuan in 2002, of which the packaging cost reached 9 15 yuan, accounting for about 30% of the direct cost of a single box of cigarettes, and some even exceeded 50%. This is a waste of time. What most consumers want to buy is good quality and cheap goods. This practice can only make them stay at a respectful distance from others, and people who really buy cigarettes can't afford it, which encourages luxury and corruption; Lack of personality characteristics, blind pursuit of "foreign flavor." Some merchants seize the psychology that some consumers worship "foreign goods" and put a package full of "foreign flavor" on the goods. There is not a Chinese character on the whole package, so it is difficult for people to see that it is a China cigarette. As we all know, this design style is not suitable for the national conditions of China. After all, the proportion of consumers who can understand "foreign languages" in China is not large, and it is difficult to establish a brand image in the minds of consumers, and the result can only be counterproductive; Other companies blindly imitate famous brands. Some merchants, seeing that some consumers worship famous brands, concocted many similar and similar "famous brand" cigarettes. For a time, the twin brothers of famous brands such as Hongtashan, Marlboro and 555 were everywhere in the market, misleading consumers and infringing on their rights and interests.
Packaging is the face of a brand. Therefore, many tobacco companies attach great importance to tobacco packaging design and regard it as a card for market competition. However, some tobacco brands blindly pursue high-grade, so that "bamboo slips" are more expensive than "pearls", which makes consumers have no desire to consume. So what principles should tobacco packaging design follow?
As an important part of tobacco industry design, cigarette packaging design must inherit and explore China traditional art, bring forth the old and bring forth the new, and design cigarette packaging with both national style and characteristics of the times.
(A) the principle of highlighting the individuality of tobacco brands
The packaging design of tobacco brand is one of the important carriers to publicize the individuality of tobacco brand. Especially in the current situation that mainstream tobacco consumers have gained a considerable taste of life and have turned from the initial "quantity satisfaction" to the pursuit of "quality satisfaction" or even "emotional satisfaction", various tobacco enterprises have spared no effort in how to give full play to the advertising role of tobacco packaging. Because in the face of fierce competition, it will be followed by fierce design and brand competition with deep market color. For example, China is a typical representative of traditional works, which is of epoch-making significance. The bright red background is full and solemn, which is very attractive and has a strong festive color. Once the "Zhonghua" cigarette was launched, it can be said that all the stars are holding the moon, and other cigarette factories have followed suit. "China" can be called a generation of fine cigarette packaging; Besides, "Hongtashan", with a white background, is simple and generous, clear at a glance, and the combination of inside and outside is perfect.
(2) The principle of matching the brand value and quality of tobacco.
Paying attention to the packaging design of tobacco brands does not mean unlimited packaging. After all, consumers consume tobacco products themselves, not the packaging of tobacco products. Therefore, tobacco brands are not more upscale and fashionable when designing packaging. For example, in the rural cigarette market, consumers are a considerable group. Most of them only pay attention to price and reality, and do not pursue exquisite packaging. In their eyes, the lower the price, the better, even if smoking. At the same price, good quality is definitely the first choice. If tobacco brands want to occupy the vast rural market, they should either lower their prices or get rid of exquisite packaging. In the face of high production costs, even if the price is reduced to occupy the market, there will certainly be little gain. If we get rid of exquisite packaging, we can not only reduce the production cost, but also win the trust of consumers with excellent quality. Why not do it in the tobacco industry? Some tobacco companies have introduced cigarette products with relatively low prices but exquisite packaging, but they have not existed in the market for a long time, because their exquisite packaging gives consumers the impression that the price of a pack of cigarettes is only about three yuan, and even the packaging cost is not enough. Can the raw materials for their cigarettes be good? Therefore, it is reasonable for consumers to choose other brands instead of other brands.
(3) The principle of highlighting the aesthetic function of tobacco packaging.
Tobacco packaging is said to be a lifetime advertisement of tobacco. It is very important that it has a very strong aesthetic feeling, and consumers enjoy it as a kind of enjoyment, thus stimulating consumption and desire. Internationally, industrial design, including tobacco packaging, is undergoing an evolution from "taking form and packaging as the purpose" to "taking aesthetics as the main body"; The evolution from "technology as the main body" to "demand as the main body"; The evolution from "commercial marketing as the main body" to "environmental protection as the main body" has also raised a new topic for industrial packaging in China. The tobacco packaging, which is wise and does not pay attention to show, cannot reflect the product innovation consciousness and modern consciousness of famous brand enterprises. The ever-changing market has put forward higher and higher requirements for the aesthetic function of cigarette brands. "Xiaolangdi" brand cigarettes can be called the leader of similar products in packaging design. "Xiaolangdi" brand cigarette trademark and decorative design image patterns are mainly silver-white, with yellow background, ingenious design and rich national artistic atmosphere. The earth-rock dam is magnificent, just like a solid "Great Wall" on the water, cutting off the Yellow River in the middle; A lake and clear water in the reservoir area indicate the prosperity and vigorous development of Luo Yan. The surging Yellow River flows eastward, symbolizing the optimistic spirit of Luoyang Tobacco Factory. The whole packaging pattern is elegant, concise and bright, with distinct personality, strong visual impact and aesthetic function.
Another example is the design of "Golden Mango" cigarette label. Green is the representative color of "mango" cigarettes, which is consistent with the popular environmental protection of cigarettes. The cursive pinyin with the word "golden mango" under the green color is noble golden yellow. The lines of the times are organically combined with the traditional green, and the whole picture is lively and full of visual impact. In addition, the design of "Golden Mango" brand has adopted the international advanced anti-counterfeiting printing technology of thermal ink from cigarettes, small boxes to cartons. When the three green characters "Golden Mango" on cartons and small boxes reach a certain temperature, the green color becomes colorless and reappears after cooling. The packaging design of the boutique "Golden Mango" is quite ingenious.
Another example is the famous "Seven Stars" cigarette label design in Japan. "Seven Star" brand cigarette is the representative work of Japan International Tobacco Co., Ltd. In the global tobacco industry, it and famous brands such as "555" and "Marlboro" dominate the world with their own unique tastes and enjoy high status and honor among consumers. The Arabic numeral "seven" is an auspicious number in Japanese cultural life. People call the 7th of 1 month the first month of the 7th every year, and decorate auspicious decorations such as the Seven Fortune Gods at home to pray for the happiness of the gods. Taking the name of "Seven Stars" as a symbol of happiness is not only a symbol of a peaceful and happy life, but also a symbol of the prosperity of enterprises and brands.
Taking a large area of white as a part of the main visual language, combined with the abstract point, line, surface and color composition style in European and American design, the design technique not only retains the aesthetic thought, aesthetic taste and cultural personality of the nation, but also loses its sense of modernity and times. This is not only the design feature of "Seven Stars" cigarette label, but also one of the features of Japanese commodity packaging and decoration design.
The image design of cigarette label makes a fuss about "seven" and "star". Judging from the composition, the "Seven Stars" cigarette label is a classical symmetrical style against European and American designs, which is divided by vertical lines and squares. The 3/4 standard surface is composed of light gray color blocks with small five-pointed stars. The transparent yellow in the color blocks and the five-pointed stars with the same size skillfully form the shape of "7", which is like the stars flashing in the sky, looming, without losing the hazy beauty. On the left side of the cigarette label, the brand name is marked in the position of 1/4 in the whole picture, and it is vertical, which is a clever idea. The font of the English brand name "Seven Stars" is exquisite and handsome. What's more worth tasting is that between mild and seven, the two small rows of vertical foreign languages and vertical names form a horizontal and vertical contrast, big and small, far and near, bold and beautiful, echoing the horizontal and black foreign languages at the bottom of the gray face on the right. This is the eye in the poem and the finishing touch in the painting. The sealing of cigarette case is also a part that cannot be ignored. Dark gray is lined with white stars, which is not only harmonious with the whole, but also forms different levels of rhythm with black label name, gray surface and white background, so that the color language of cigarette labels wins with elegance. Throughout the cigarette label, its design style is fresh, simple, elegant and natural, from which we can not only see the ideas of modern trademark design in Europe and America, but also get a glimpse of China's Confucianism and Taoism spirit accumulated in Japanese culture.
Generally speaking, the packaging level of tobacco products in China is uneven. This situation has been difficult to meet the needs of consumers, whether visually or conceptually, can not arouse consumers' desire to buy. Therefore, excellent tobacco packaging can convey strong commodity concept, content, style and texture in visual expression, and can make consumers "tempted". It should be pointed out that many foreign brands pay attention to the exquisite packaging of products. It should also be pointed out that outstanding packaging and exquisite packaging do not mean that packaging is expensive. For example, Marlboro is positioned as men's cigarettes, which is associated with the most masculine cowboy image in the west. The packaging design is concise and lively, and red represents masculinity, showing strength against white masculinity. While its products have achieved great success, its tobacco packaging design has also become a classic in the tobacco industry.