The problem of China's packaging design

In China, due to the coexistence of various systems, various economic forms, and various consumer groups, the Chinese market has become a hodgepodge of packaging culture and packaging products in countries around the world. In large-scale supermarkets, packaging products of various styles are dazzling and varied, and products representing Chinese ethnic design styles are rare and generally lack individuality and humanized design. In a word, the Chinese packaging design market is in an overall irregular situation. status.

Chinese consumer group characteristics

The characteristics of the Chinese people: Chinese consumers are very curious, easy to accept new things, and their ability to learn is also very strong. However, due to China’s full speed of opening up, the development of thinking cannot keep up with the speed of economic development, and it has received various foreign cultures. Strong intrusion led to the entire nation in a state of unconsciousness of the group. In the conflict between nationality and internationality, there was nowhere to make it, and the national brand and national culture were in a state of inhibition in the short term.

The gap between Chinese and European design

Differences in living environment: Economic and cultural advantages make Europe a high-end market in the world's economic and industrial chain. It can continuously export high-value-added design and R&D products to enter third-world countries for profit. China, on the other hand, is located in the low-end market of the world's economic and industrial chain, and is positioned in the process of product processing and reproduction. This has caused ethnic enterprises to be in a doldrums, unable to achieve the spread of national culture, and even less able to talk about the nationality of design. Here, we must mention that China’s private economy, which is currently developing at a high speed, is a private enterprise in Guangdong, Zhejiang, and Jiangsu. Although the starting point is low, it is developing at a very fast pace, and it is developing to a global economy by leaps and bounds. Look on. The rise of these ethnic enterprises has found a direction for China’s national industry, allowing the entire Chinese community to establish confidence and build loyalty to the national brands.

Different design concepts: Due to the economic integration of the European Union, European countries can see the products of European countries in large supermarkets. They generally comply with some international standards while maintaining their own national style. The style clearly distinguishes British, German and French products. Chinese counterparts are too much to abandon their nationality, proud of the conceptual imitation of overseas products, and misinterpreted the concept of modern commodity packaging.

Intellectual Property System: The developed countries in the world, such as Europe, have relatively mature intellectual property protection systems. They can use legal means to protect designers' design works from infringement, and guarantee the implementation of the design from the policy. The related systems and systems in China have not yet been fully established. In order to reduce costs, model and plagiarism have become mainstream.

Talent Structure: Professional design colleges, professional design groups, and professional design organizations are very active in foreign countries. In China, in recent years, there have been some loose organizations and universities, such as design professionals, design associations, and design salons. These resources are effectively integrated. It takes a certain amount of time to make full use of its role.

Design cycle: The consumption cycle of the Chinese market and the overseas market is different. The period of replacement of general European design is 5-6 months, while in China it is 1-2 years. The design itself must be improved in the negation, overthrow, and change. The length of the cycle also plays a major role in the development of packaging design.

Market Segmentation: In Europe, personalized design has become the mainstream, not only that different brands need to be differentiated by design, even if the different types of the same brand product must also be designed to distinguish their different characteristics, and designed to interpret the product's subtle and unique characteristics. One of the means. The situation in China is just the opposite. The boundaries between Chinese product brands and the product segmentation are not clear, and even the design of different brand products tends to be similar.

China Packaging Design Opportunities and Challenges

China’s huge consumer market and its cooperating with all countries in the economy, culture, and trade will bring about the rapid maturation of Chinese consumer groups, bring about the development of supporting packaging industry, and bring about the improvement of corresponding laws and regulations such as intellectual property rights. This brings valuable experience that countries around the world can use for reference. China's packaging design market will also develop rapidly in this change. But it will also face challenges. The challenge comes from the competitive pressures of excellent foreign packaging design companies such as Europe, Japan, and the United States, because both Chinese local design companies and foreign companies have the same target groups, which are China's consumption. Group services, while foreign-funded enterprises are very mature in design history, design experience and design concept, and are also very willing to integrate Chinese culture into their domestic design experience to better serve the Chinese consumer groups. So what will China's national design industry do before this challenge? This is something that all industries and people concerned about this industry must seriously consider.

Source: Visual China