Packaging is primarily for the protection of goods. This is a major issue for designers. However, the packaging has been developed to the present day, its content is getting bigger and bigger, and its forms have become more diversified. Excellent packaging helps the display and sale of merchandise, which facilitates consumer identification and purchase and stimulates consumers' desire to purchase. Therefore, the package design is also referred to as "product marketing design." Packaging design has become a specialized category with advertising features. Packaging and decoration must have the elements of advertising. This article explores the design of packaging and decorating from this point of view, and explains the content that the packaging design should embody and the issues to be noted when designing.
I. Investigation and Research Market research is the key to guaranteeing the success of product packaging design and marketability. It is also an indispensable step in broadening ideas and deepening ideas. Research content should include:
1. Product performance characteristics Understand the characteristics of the product and its display in the production process, and choose a reasonable packaging material according to it. Different packaging materials, interior design requirements are not the same; understand the packaging characteristics of similar products, especially the advantages and disadvantages of competitors, including the status quo of domestic and foreign packaging; understand whether it is special food, gifts, seasonal items and interesting items Etc.; understanding the reasons for the need to design new packaging is a new product design, or the existing product packaging improvement and improvement reasons?
2. Market situation Is the product exported? What countries and regions are exported to? What about the geographical environment, weather conditions, and ethnic customs? What are the special interests and taboos? Understand the product’s sales target and its users’ gender, age,
Occupation, education, etc.; Understanding the display format of merchandise sales: shelf display, counter display, special display, etc. In addition, special issues such as anti-pollution, anti-theft, anti-breakage, and recycling are also considered.
3, the use of the product to understand the use of the product. Such as canned food, whether for domestic use or restaurant use?
Consideration must be given to the convenience of the consumer, ie the opening of the package and the preservation after use, etc.; the size of the package of individual goods must be determined; the safety of the package in transit and use should be taken into account; and the effective package life should be determined.
Second, put forward the design plan After mastering the characteristics of the market and products, the design department should comprehensively analyze,
Put forward the initial idea of ​​product packaging design. The plan should include specific measures to be taken, expected results of product packaging, cost requirements, etc.
For decision makers to choose.
Third, determine the packaging materials Different goods have different characteristics, according to the nature of the product, shape,
Factors such as weight, structure, value, and plan requirements, choose appropriate and effective materials.
Fourth, determine the packaging style After the packaging materials are determined, from the protection of goods, convenient consumption, convenient transportation and automatic packaging line equipment conditions, designing packaging modeling.
Fifth, to provide design drawings Sixth, small batch trial production seven, to determine the design of the package design as an advertisement, advertising is the product and the customer's closest advertising, it is far more than the product itself, other advertising media has a more intimacy and affinity, it Can penetrate into every consumer home. The “Packaging Advertisement†propaganda is enduring, and after some of the goods themselves are consumed, the packaging is retained. Therefore, the advertising effects and effects of packaging should not be underestimated by consumers.
According to the survey conducted by a shopping mall in Beijing on the effects of packaging and decoration of goods, the results are as follows:
60% of those who are interested in "packaging advertising", 42.3% who think that packaging is beautiful, 20.1% of those who think that they have bought a "packaging advertisement." They think that if the goods are good, the packaging does not matter. 15%.
When compared to other forms of advertising, “packaging ads†have the following advantages:
(1) "Packaging advertising" advertising and merchandising are more attractive;
(2) "Package advertisement" means to buy, the effect is immediate;
(3) "Packaging advertisements" and "ad taste" are few and reassuring.
(4) “Packaging advertisements†have a longer period of time as consumption enters every household.
(5), "Package Advertising" manufacturers do not need to pay more advertising fees.
Other requirements In the design of packaging and decoration, sales packages with the following basic features will make consumers feel good and willing to buy.
First, decorate design to be generous. To achieve the perfect unity of image, text, composition, and color, the expression is simple, clear, and prominent. two,
The text should be clear and easy to read. Description of the product packaging, including the function of the product,
Characteristics, opening methods, precautions, etc. are expressed in concise words.
Third, the trademark graphics must wake up uniquely. A good brand will leave a lasting impression on customers at a glance; Fourth, the shape structure should be scientific and reasonable.
The design, structure, and specifications of the packaging should be designed according to the method of use, the conditions of use, and the environment in which it is used. Fifth, packaging materials should be saved safely.
The nature and specifications of packaging materials must meet the structural requirements of the product.