Packaging has two main functions: one is to protect products; The second is to beautify publicity products. The basic task of packaging design is to complete the modeling, structure and decoration design of product packaging scientifically and economically.
(1) packaging modeling design
Packaging modeling design, also known as body design, refers to the modeling of packaging containers. It uses aesthetic principles, and through the changes of factors such as shape and color, it shows the packaging container shape with packaging function and beauty in visual form. Packaging containers must be able to reliably protect products, must have excellent appearance, and also need to be economical.
(2) Packaging structure design
The design of packaging structure is based on the basic functions and actual production conditions of packaging, such as protection, convenience and reusability, and the external and internal structures of packaging are specifically considered according to scientific principles. An excellent structural design should take the effective protection of goods as its primary function; Secondly, we should consider the convenience of use, carrying, display and shipment; Also try to consider the function of reusing and displaying content.
(3) Packaging and decoration design
Packaging and decoration design is to highlight the characteristics and image of products in artistic forms such as patterns, characters, colors and reliefs, and strive to beautify products with beautiful shapes, novel patterns, bright colors and bright words to promote product sales. Packaging and decoration is a comprehensive science, which is not only a practical art, but also an engineering technology. It is an organic combination of arts and crafts and engineering technology, and takes into account disciplines such as marketing, consumer economics and consumer psychology.
An excellent packaging design is the organic unity of packaging modeling design, structural design and decoration design. Only in this way can we give full play to the role of packaging design. Moreover, packaging design not only involves the two academic fields of technology and art, but also involves many other related disciplines in their respective fields. Therefore, a good packaging design needs efforts.
Question 2: What is the concept of gift packaging design? China has a custom and culture since ancient times, and is very particular about giving gifts and returning gifts. Gift packaging is a special packaging of gifts given to satisfy consumers' wishes for others. It is one of the important components of modern packaging design system. An exquisite gift packaging design not only embodies the value of the gift itself, increases the connotation of the gift, but also entrusts the affection of the giver, which plays an important role in enhancing people's emotional communication.
Beijing rail brand
Question 3: What is a packaging series? Series packaging design aims to publicize the unity and popularity of the external image of products.
A series of two or more products is a series of product packages.
Pay attention to this question:
The constant factors of series packaging design are trademark, plane layout and font. Three-dimensional modeling, color and graphic content will change between * * * and personality factors with the change of product elements. That is to say, after defining the unchangeable factors of series packaging design-trademarks and functions of products, we combine many elements of products-specifications, quantity, modeling, composition, color, price and packaging design elements-to investigate, so as to further understand which factors are the key elements of the series, and then carry out design and improvement.
Question 4: What is the relationship between packaging design and printing? Today, the phenomenon of commodity homogenization is becoming more and more serious. We always hope that we can use a method to show similar products to customers in a differentiated form. Undoubtedly, the packaging design of sensory evaluation, with its outstanding visual recognition, will help our products stand out from many competitive products and make consumers pay attention to, pause, observe, appreciate and produce purchasing behavior, which is also the most ideal packaging design pursued by every merchant.
So all kinds of design schemes put forward by designers are always rejected by front-line marketers, but it is difficult for these front-line marketers to put forward a clear concept of the most attractive commodity packaging or provide a more creative outline, but they always bring back one or two packages that they think are provocative in sales. Gaudy product packaging is always confusing, and it is not clear what the manufacturer is selling. How do they design packaging that can impress customers?
Thoughts on packaging
The function of packaging
Before discussing the topic of fast-moving consumer goods packaging, it is necessary for us to think about the role of packaging. Only by understanding the real function of packaging for products and taking these requirements into account in specific design can we design conquering fast-moving consumer goods packaging.
First of all, packaging gives the product a certain shape. In many cases, products without form are difficult to display or display, such as drinks, cigarettes and other products. Without packaging, the display cost is high and the expected effect cannot be achieved.
Secondly, packaging has a certain protective effect on product quality. For example, the packaging of "qiaqia" sweet melon seeds has an airtight peritoneum, so as to retain the unique sales proposition of "qiaqia" and "Baizhu Kouxiang", otherwise, the "fragrance" has changed, so why should consumers love you?
Third, packaging can distinguish products from competitors. Take potato chips as an example, because Pinke's potato chips are packed in paper barrels, it is easy to distinguish them from other plastic bags, and consumers can easily identify them.
In addition, packaging should have the function of consumer explanation. The special selling points of many products determine that their consumption patterns are different. At this time, packaging design must have enough information to let consumers know its particularity, otherwise it will lead to poor communication of product information.
Finally, packaging makes the product easy to carry. Taking beverages as an example, from bulk to glassware to PTT bottles today, it is more important to consider the "liquidity" of consumption. In addition, the capacity difference between bottled drinks and paper-packed drinks is mainly due to the mobility of consumers.
Knowing the basic functions of packaging, and comparing the packaging of products around us, it is not difficult to find a fact that the packaging design of many fast-moving consumer goods basically only embodies one or two functions of packaging, and it is impossible to impress consumers.
Common shortcomings of packaging design
In the dazzling array of packaging, customers always choose only their favorite products. In addition to the popularity and satisfaction of the product itself, the right to speak in packaging design is also affecting consumers' purchase decisions. With the above-mentioned main functions of packaging, packaging can rest easy from now on? In fact, some drawbacks in packaging design often make customers who originally picked up products from shelves put down their hands and choose other similar products instead. At this time, we will know where the disadvantages of packaging are.
In the packaging of fast-moving consumer goods, the common design shortcomings are as follows:
Packaging can't highlight the sales proposition of products.
Products can satisfy consumers' demands and sense of ownership through packaging design, and when a product's packaging design lacks a theme, it is easy to lose to competing products with a theme, that is, the sales proposition of the product is suppressed. When consumers choose bagged candy, will they choose brands with festive words and red patterns or brands with only words at the same price? The result is self-evident.
Packaging pattern and product connotation are diametrically opposed.
The packaging design of some enterprises is undertaken by the printing house, and the design ability of the printing house is often uneven. The design of some small printing houses usually surprises people. If the packaging of edible plum is clearly designed, but the flowers and plants are printed on the packaging bag, consumers will feel puzzled at this time, and usually give up buying because they question the product level after careful observation.
The packaging is flashy.
In order to achieve the purpose of differentiation, some products are often used to taking the "shortcut", that is, differentiation is not formed through the product itself, but through the "luxury route" of packaging, which is often not worth the candle. For example, a brand of eggs, packaged like luxury goods, and ... >>
Question 5: What is packaging? What are the packaging strategies? Design principles What are the design principles of packaging?
Packaging has the functions of promoting products, enhancing product image and promoting sales.
Generally speaking, the following basic principles should be followed:
1
Should be conducive to the protection of products.
The packaging materials and packaging materials of the remote dust collector must be suitable for the physical and mechanical properties of the packaged products.
Chemical and biological properties, to ensure that the product is not damaged, not deteriorated, not deformed, not leaking, not odor, etc.
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2
It should be easy to transport, store, display, carry and use.
The volume, capacity and form of product packaging should be varied and the size should be appropriate; In the guarantee package
In the case of tight seal, try to open it as easily as possible.
three
The packaging should be beautiful and generous.
Packaging has the function of beautifying and promoting products, and should fully display the characteristics, style and art of products.
Technical, can leave a deep and beautiful impression on consumers. This is especially true for the packaging of high-end goods and works of art.
It should be able to set off its noble and elegant characteristics and give consumers beautiful enjoyment. General low-priced goods also
It should be carefully designed and cleverly dressed to make people feel cheap and unique.
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four
Social benefits should be considered in packaging.
The design and use of packaging should prevent unnecessary and expensive packaging costs from increasing and strive to reduce them.
Eliminate trade burden, save social resources, and limit packaging that is easy to cause environmental pollution and waste.
Control or prohibition
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five
Packaging should emphasize credibility.
Packaging design embodies the professional demeanor and moral standards of an enterprise. Enterprises should pay attention to maintenance
The interests of consumers, for the sake of consumers, give convenience to consumers, and put an end to fraud and deception in packaging.
Blink consumers' immoral behavior and establish a good reputation of the enterprise. In addition, the packaging should be accurate and fresh.
Ming, can intuitively convey the information of products, text and pattern description should be standardized, unified, accurate and realistic.
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six
Respect the religious beliefs and customs of consumers.
Different countries, regions and nationalities have different religious beliefs, values and customs.
Habit, in packaging design, enterprises should be based on the cultural environment of different countries or regions and the style of consumers.
Customize and design different packages to meet the needs of different target markets.
Third, packaging strategic planning
The packaging strategies commonly used by enterprises mainly include the following.
1
Similar packaging
Also known as unified packaging. Refers to all kinds of products with the same or similar packaging produced by enterprises.
Patterns, signs and colors should reflect the characteristics of * * *. Its advantage is that it can save packaging design.
Conducive to the promotion of new products. This strategy is usually only applicable to
Products with similar quality, if the quality gap of various products of enterprises is too large, may affect.
The reputation of quality products.
2
Combined packaging
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Also known as support packaging
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It refers to putting all kinds of related products together according to people's consumption habits.
Sold in the same package, such as toolbox, first aid kit, cosmetic bag, sewing bag, etc. This strategy
Can be convenient for consumers to buy and use, and is conducive to promoting the sales of enterprise products. But it should be noted that
You can't put unrelated products together, and you can't take the opportunity to tie up the overstocked or deteriorated products.
Hurt consumers
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three
Multipurpose packaging
Also known as reuse packaging and reuse packaging. Refers to the original packaging of goods is used up, and the packaging also
Can be used for other purposes, such as beer bottles and fruit juice bottles that can be used as water cups after drinking. This strategy
The material can be broken, which reduces the cost and is beneficial to environmental protection; meanwhile
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The trademark and brand mark on the package also
Can play the role of advertising.
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four
. Free packaging
Gift packaging refers to the use of customers' curiosity and psychology to obtain additional benefits in packaging.
Give physical objects or lottery tickets to attract consumers to buy. This strategy is particularly effective for children, such as in
Pictures of old people or small toys in children's drinks or food packages. An enterprise in China exports ballet.
Pearl cream "
A pearl pin is attached to each box for customers to buy.
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Meaning can be strung together.
A beautiful pearl necklace makes pearl cream sell well in the international market.
five
Graded packaging
Also known as multi-level packaging, refers to the enterprise's products are divided into several grades, aiming at different grades.
Use different packaging, so that the packaging style is commensurate with the quality and value of the product to meet the needs of consumers.
The same level of demand. For example, gifts and personal goods are packaged in different grades.
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Question 6: What are the seven views of packaging design in graphic design? . . Specifically, it means up, down, left, right, front and back.
Question 7: What is conceptual design? Conceptual design is a series of orderly, organized and targeted design activities from analyzing user needs to generating conceptual products. It is an evolving process from rough to fine, from vague to clear, from concrete to abstract. Conceptual design is a design method that uses design concepts and runs through the whole design process. Conceptual design is a complete and comprehensive design process, which completes the whole design by raising the designer's complex sensibility and instantaneous thinking to Geng Yi's rational thinking through design concepts. If conceptual design is an article, then design concept is the theme of this article. Conceptual design revolves around design concepts, which are related to all aspects of conceptual design.
Question 8: How important is the packaging design of a product? Let's put aside the quality of a product. Without a good packaging design, no matter how good your product is, it will not attract people's attention. Now it's not how good things are, but how good your packaging is. When I say this, you should understand how important the packaging and design of a product are.
Question 9: What does independent packaging mean in packaging design? It means that the items in the big package are repackaged in a small package. . . Then this small package is called individual packaging. . Or it is a separate bag. It's packaged separately. . .
Question 10: What are the principles of packaging design? Green packaging design must follow the principle of 3R 1D, that is, reduce the consumption of packaging materials, refill packaging containers, recycle packaging materials, and make packaging materials degradable. However, how to implement these basic ideas into the conventional product design and development process to form a feasible overall model of green packaging design process is the key to whether green packaging design can be widely accepted and applied. There are mainly the following methods to standardize the design process of green packaging products:
1, function, considering the green packaging design from the function, the main purpose is to make the use of the product more reasonable. Its basic idea is to analyze the functions of the product in detail to determine what the most basic functional features are, and further evaluate whether the realization of these functions consumes less materials and energy and causes the least load on the environment. The design process is as follows:
1) Define the functional value of the product quantitatively and identify the basic parameters corresponding to the functional value;
2) According to the specific functions of packaging products, the targets and measurement parameters in theory and practice are listed;
3) Evaluate the material and energy consumption of each functional unit, and analyze it based on the theoretical and practical measured parameters, so as to study whether these functions can be realized with less material and energy consumption;
4) Compare the new packaging products with reference products, and optimize the new product design and development countermeasures.
2. Structure: The analysis of green packaging design from the morphological structure of loose products is mainly to make the packaging structure more scientific, practical and beautiful. At this level, we should first carefully define the basic concept of product attributes and consider how to improve the impact of products on the environment under its framework. In the design process, we should not only analyze the functional structure of the product, but also analyze the material structure of the product. In terms of functional structure:
1) Find out the shape, volume, category, attribute and transportation scope of the packaged goods, analyze and determine the structural function of the main body or the function of the accessories of the packaged products, and further clarify the purpose of the packaged products.
2) Analyze the overall structural function of packaging design, and consider whether the related functions can combine or reduce the number of accessories, and whether the use of materials is the most reasonable.
3) Whether materials can be saved and the volume and weight can be reduced. As far as material structure is concerned:
(1) The attributes of packaging materials and packaging purposes are reasonable;
(2) Analyze the material composition, detachability and practical effect of the product as a whole;
(3) Minimize the types of materials used for classified recycling in the same packaged product.
3, cycle, consider the green product design from the packaging product cycle, which is convenient to describe the resource consumption and environmental load in the whole product cycle. The human body design method is:
1) Establish the operation framework of packaging product cycle;
2) List the total consumption of packaging materials and evaluate the energy consumption of raw materials;
3) Measure the energy consumption of packaged products during transportation and use, and measure the recovery rate of recycled materials in packaged products;
4) Determine the quantity of final waste of packaging products.
4. Evaluation: The components of packaging products and social and ecological factors are the main evaluation index system of green packaging design. The evaluation of product components refers to:
1) Decompose the packaged product into relatively independent parts and briefly describe its manufacturing process;
2) Analyze and evaluate the data of environmental problems and health damage that may occur in the production process of each part;
3) adopt special manufacturing technology for parts that may have pollution problems, or replace parts that are harmful to pollution by rationalizing product functions and structures.
The evaluation of ecological elements mainly refers to:
1) environmental attribute indicators, that is, indicators related to the environment in the safety cycle of packaging products, mainly including air pollution indicators, liquid pollution indicators, solid pollution indicators and noise pollution indicators.
2) Resource attribute indicators, that is, material resources indicators, design resources indicators, information resources indicators and human resources indicators stored and used in the product cycle.
3) Energy attribute index refers to the utilization rate of green packaging products and the energy consumption of recycling. In view of the above evaluation factors and indicators, on the one hand, it refers to the current environmental protection standards, industry standards and related policies and regulations for evaluation. On the other hand, the existing products and related technologies are compared and evaluated. ...& gt& gt