Aspects of modern commodity packaging design

With the rapid development of science and technology and the deepening of the market economy, competition has become more and more intense in all walks of life! Of course, the goods circulating in the economic field bear the brunt. The "clothing" that is packaged as a commodity is also increasingly valued by both manufacturers and consumers. Because whether a commodity can have market vitality depends not only on the inherent quality of the product, but also on the factors such as the consumer's object of consumption and sales channels, but the most important thing is the packaging design of the product.

The design, quality, and quality of modern commodity packaging directly affect the promotion of goods, the image of production companies, the self-worth of goods, the economic benefits of sales and manufacturers, and the development of enterprises. The ultimate goal of any product packaging design is to promote the market sales volume, competitiveness, and attractiveness of consumers, so as to meet people's needs in life, spiritual culture, and promote the continuous progress and development of society. Because of the large impact of the development of science and technology, commodity packaging continues to inject new content, and people engaged in packaging work have different understandings of commodity packaging because of their various reasons. Therefore, research and discussion on commodity packaging is always a new one. Question.

First, modern commodity packaging is subject to changes in its product characteristics, packaging materials, interior design, and circulation environment.

Commodity packaging has two major functions in circulation: one is to protect the functions of commodities; the other is to acquire social cognition (that is, consumers recognize, love and accept) functions. It mainly works through packaging materials, exterior structure and decor design. Different materials used in modern commodity packaging are different in structure and interior design, giving people different feelings. For example, packaging of bottled goods, and use of foamed plastic as a cushioning pad as a barrier material, will give people a safe and reliable It is not easy to be damaged; the packaging of high-end wines is made of local special materials to make outer boxes, which are lined with gold satin and accessories, so that the entire package looks magnificent, elegant and luxurious, which greatly increases the value of the goods. There are also various anti-counterfeit and anti-theft packaging products that use high technology to make consumers feel that the product is authentic and reliable!

In addition, in our actual work, we often hear from some manufacturers that the relatively satisfactory packaging and decoration design drafts seen in computers are printed on the shelves and displayed on the shelves. It feels inferior to the original results! In fact, the manuscript has not changed, but there is a difference in the feeling before and after. What are the reasons for changing their effectiveness? This is because: Before the design draft for printing, people see only the relationship between individual design elements (shapes, patterns, colors, characters), and there is no comparability. Once placed on the shelf, the environment changed, and people saw not only a single design draft but a similar product group. On the contrary, some design drafts are not particularly noticeable when they are single-viewed, but after putting it on the shelves, it suddenly became a compelling “center”! This is the result of the interrelationship among similar commodity groups. To make commodity packaging more successful, you must try to make your product packaging different from the packaging of similar product groups. In other words, the more exclusive and ubiquitous the more prominent the packaging, the more personalized packaging more attractive to consumers.

Imagine if you can't draw attention from people in the sea. What's the first impression? I noticed that I didn't feel very good. Although he (she) was actually very good, it was hard to imagine that you would also like to make a deeper understanding of him (her). The design of modern commodity packaging is also the same. If the design is inaccurately positioned and does not consider the environmental change factors in the circulation of commodity packaging, the packaging will not reach the effect of attracting consumers' attention, let alone touch the hearts of consumers. Without being noticed, there would be no "love at first sight" and people would not buy it and try it out.

Second, modern commodity packaging is a manifestation of the development of science and technology, packaging and decoration design is the direct marketing of goods

Modern commodity packaging design is a vision, plan, operations and budget. It is a creative activity carried out by human beings to achieve a specific purpose. It contains the creation of art, the characteristics of modern science and technology, and economic attributes. Commodity packaging design is the use of new materials (or local specialty materials) to rationally arrange visual elements, shapes, graphics, colors, textures, light, space, etc., according to different commodity needs. It is a practical art form that integrates technology, materials, aesthetics, practicality, and economics. Innovation leads the development of the era, is the soul of product packaging design; economical and practical, beautiful and generous is the basis of commodity packaging design; exploiting the market to make profits, to meet consumer needs of life is the purpose of commodity packaging design.

Modern packaging and decorating of merchandise is more direct and effective for promoting merchandise. It is a silent propagator of goods. Manufacturers often advertise through the packaging and decoration of goods, highlighting their brands and establishing their image. The contents of the packaging and decoration of merchandises are also rich and varied. It can use graphic arts, colors, texts and other artistic techniques to promote the desired product names and functions to consumers. Such as the use of graphics, color block size, the strength of the contrast, giving a visual impact. With the color warm and cold, light and shade, lightness and weight, thickness, movement and distance, people can have different associations to influence the mood changes and actions of people. Therefore, the packaging of some goods is not only decorated with graphic characters, but also uses colors to enhance its effects. For example, the packaging and decorating design of Yangxuebuxue health care products mostly adopts warm shades such as red and yellow; while the packaging and decoration design of medicines for indirect anti-inflammatory campfire use mostly cool colors such as blue green.

Third, modern commodity packaging design should adapt to people's fast pace of life and different people's needs

In addition to factors such as the development of science and technology, the circulation environment of products, and the design of decoration, modern product packaging design must also consider the acceleration of people’s pace of life under the conditions of market economy. The work requires high speed, high efficiency and diversification in life. Saving labor and saving time have become an urgent need for people. Therefore, product packaging design should also be concise, clear and generous, clear and easy to remember and easy to remember. Merchandise is displayed on the shelves. Past consumers only need to pay attention to patterns and text descriptions on the packaging without paying too much attention. This packaging design meets the fast-paced life needs. Therefore, some easy-to-use, new and multi-functional packaging products are increasingly popular with consumers. Such as fast food boxes, disposable sportswear, easy to carry travel foods. In the past, some traditional aesthetic consciousness conventions and habits have been abandoned and broken. Such as the asymmetry of the service style, black packaging designs that were previously banned in China are now abound. The use of black designs on male cosmetic packaging is considered a symbol of male power. This shows that the consumer's aesthetic concept is constantly changing and updating, which requires us to constantly find out.

In addition, modern commodity packaging design also considers the culture and psychology of different consumers. People with different knowledge levels, people with different cultural backgrounds, people of different countries, different ages, and genders have different feelings about the packaging of goods. Commodity packaging is subordinate to the content of goods and is for different levels of consumer groups. The pattern, color, and text content of any kind of product packaging must meet the psychological needs of different consumers, otherwise it will not be able to promote the sales of goods. For example, in the packaging of goods exclusively for children and children, we must use more lively and lovely cartoon patterns, brightly-colored colors, and slogans that are consistent with children's psychology. On the contrary, in the packaging of goods exclusively for the elderly, it is necessary to reflect the psychological needs of the elderly in pursuit of longevity as much as possible, and to use the patterns, colors, and texts of longevity.

Four. Modern merchandise packaging design should consider the visual characteristics of sales space and human eyes

The packaging of goods in different environments gives people different feelings. It is affected by the sales environment of goods and the characteristics of people receiving information. In commodities sold in supermarkets, packaging is the main salesman of goods, and each package is an advertising carrier. In the small shops, due to the limited decoration, the feeling of product packaging is mainly simple and generous; in the large and medium-sized shopping malls, due to the decoration of the shops, the configuration of the lights, the feeling of the goods has a certain blockage, and the goods are packaged. It also gives people the feeling of being extravagant, exquisite, and upscale. Of course, it's a different story for branded goods.

In addition, people's acceptance of product packaging depends on the characteristics of human visual information. The speed with which the human eye accepts visual information is limited. When the human eye pays attention to a goal, the change of the range requires a certain amount of time. It has been verified that human eyes can read about 5 Chinese characters per second. Therefore, the words on the packaging of goods must take into account the speed with which the human eye can accept text in unit time, otherwise it would be futile. Therefore, in the packaging and decoration design, the brand name is generally about 5 words is better. According to research and testing, in addition to a certain range of vision of the human eye, the upper part is stronger than the lower part, and the left side is stronger than the right side; the attention of the line of sight is firstly followed by four weeks, and the attention is paid first to the strong contrast of the object, and then to the weak contrast; Pay attention to color, pay attention to black and white; pay attention to the movement, after the attention of static; pay attention to the novel, pay attention to the general. And sometimes there will be an illusion that the human eye’s vision is selective in its acceptance of information and is willing to accept interest. In general, the information content is reduced in the order of graphics, text, and color, and its attractiveness and memory strength are also different. Only when the human eye pays attention to and receives the effective information content on the packaging of the product, the packaging of the product becomes meaningful. In addition to being able to truly reflect the functions of commodities, commodity packaging must also be able to express the spiritual connotations of different commodities and enable consumers to generate associations beyond the visual image. In order to achieve "see its shape, such as listening to its sound, such as the smell of the effect.

Second, due to differences in people's age, gender, occupational culture, ethnicity, and religious beliefs, there are differences in receiving packaging information. For example, the elderly are rich in human experience, their ideas tend to be stable and natural, and the simple, dignified and traditional information conveyed on the packaging of goods is easy to accept; while young people convey novelty, fashion and change in the packaging of goods. Information on romantic emotions is easy to accept; children and young children are interested in vivid, colorful, and interesting information on the packaging of goods, and there are also differences between men and women. Therefore, the packaging of any kind of goods cannot meet the needs of all consumers. The packaging of goods is the same as the goods for different consumers.

In short, as long as we dare to forge ahead, strive to innovate and follow China's packaging cross guidelines, we must learn the advanced concepts and research results of the world's outstanding culture and commodity packaging. China's commodity packaging industry will continue to achieve new and greater development.

Source: Shanghai Packaging