packaging design

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Package Design
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Consumer psychology

• Whether a product can have a good sales
  performance must be tested by the market.
  Throughout the marketing process, packaging plays
  an extremely important role. It uses its own
  unique image language to communicate with
  consumers to influence the consumer's first
  emotions. When consumers first see it, they will
  The packaged product is of interest. It can not
  only promote success but also lead to failure.
  The packaging that does not show power will allow
  consumers to sweep away. With the continuous
  development and improvement of the market economy
  in our country, the vast majority of consumers
  have become more mature and rational. The market
  gradually shows the characteristics of the
  buyer's market, which not only increases the
  difficulty in product marketing, but also makes
  packaging design unprecedented The challenge is
  to drive the packaging of products to grasp the
  public's consumer psychology and move toward a
  more scientific and higher level.
• Packaging box has become the main act of market
  sales in actual commercial activities, and it has
  inevitably produced a close relationship with
  consumers' psychological activities. As packaging
  designers, if they do not understand consumer
  psychology, they will be blind. How can we get
  consumers' attention and how to further stimulate
  their interest and induce them to adopt the final
  purchase behavior, which must involve the
  knowledge of consumer psychology. Therefore,
  researching consumer psychology and changes is an
  important part of packaging design. Only by
  mastering and rationally using the laws of
  consumer psychology can we effectively improve
  the quality of design, increase the added value
  of goods, and increase sales efficiency.
• Consumer psychology studies show that consumers
  have complex mental activities before and after
  purchasing goods, and differences in age, gender,
  occupation, ethnicity, education level, social
  environment, etc., divide many different consumer
  groups and their differences. The same consumer
  psychology features. According to the results of
  surveys conducted by the Chinese Social
  Investigation Agency (SSIC) in recent years on
  the consumer psychology of the general public,
  the consumer psychology can be summarized as
  follows

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• 1, realistic psychology
• The main consumer psychology feature of most
  consumers in the consumption process is the
  realistic psychology, and it is believed that the
  actual utility of the goods is the most
  important. It is hoped that the goods will be
  easy to use, cheap, and will not deliberately
  pursue the appearance of the appearance and novel
  style. The consumer groups that hold the
  truth-seeking psychology are mainly mature
  consumers, working-class people, housewives, and
  elderly consumer groups.
• 2, seeking beauty psychology
• Consumers with a certain degree of economic
  affordability generally have the psychology of
  seeking beauty, pay attention to the shape of the
  product itself and external packaging, and pay
  more attention to the artistic value of the
  goods. The consumer groups that hold the
  psychology of seeking beauty are mainly young
  people and intellectuals, and the proportion of
  women in such groups is as high as 75.3. In
  terms of product categories, the packaging of
  jewelry, cosmetics, clothing, handicrafts and
  gifts needs to pay more attention to the
  performance of aesthetic values ??and psychology.
• 3, seeking differences
• The consumer groups that hold the psychology of
  seeking differences are mainly young people under
  the age of 35. This category of consumer groups
  believes that the style of goods and packaging is
  extremely important. It is novel, unique, and
  personal. It means that the shape, color, and
  graphics of the packaging are more fashionable
  and more avant-garde. However, the value and
  price of the goods are not very high. care. In
  this consumer group, juvenile children and young
  children occupy a considerable proportion, for
  them sometimes the packaging of the product is
  more important than the product itself. For this
  group of non-negligible consumer groups, their
  packaging design should highlight the
  characteristics of "novelty" to meet their
  psychological needs for differences.
• 4, Herd mentality
• Herd mental consumers are happy to cater to the
  popular trend or imitate the style of
  celebrities. Such consumer groups span a wide
  range of ages because various media media promote
  fashion and celebrity propaganda. For this
  reason, packaging design should grasp the trend
  of popularity, or directly introduce a product
  spokesperson that is deeply loved by consumers
  and improve the reliability of the product.
• 5, seeking psychological
• No matter what kind of consumer groups there is a
  certain name psychology, pay attention to the
  brand of goods, have a sense of trust and loyalty
  to well-known brands. As economic conditions
  permit, even if it does not care about the high
  price of the commodity, it will insist on
  purchasing it. Therefore, establishing a good
  brand image for packaging design is the key to
  product sales success.
• In short, consumer psychology is complex and
  rarely maintains a long-term orientation. In most
  cases it is possible to integrate two or more
  psychological requirements. The pursuit of
  psychological diversity has prompted product
  packaging to exhibit the same diverse design
  style.

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Design trend

• The design of packaging boxes has developed
  rapidly in recent years, but how to further
  develop to adapt to the ever-changing market
  demand is the most important issue in the current
  development of the packaging box design industry.
  In the end, how can we grasp the trend of future
  packaging box design development? Here mainly
  talk about the following points

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• Sustainability
• The 21st century is a century of environmental
  protection. People are eager to research new
  packaging materials and environmentally friendly
  design methods to reduce the environmental
  problems caused by packaging solid waste.
  Innovations in packaging materials are as
  follows used for heat insulation, shockproof,
  impact and perishable pulp molding packaging
  materials in the design to reduce the late
  difficult to decompose materials for packaging,
  try to use light weight, small size, Easy to
  crush or flatten, easy to separate materials.
• safety
• A company developed a "Faller" medicine packaging
  box that is opened by a die cut line on the
  packaging box. The opening of the paper box
  requires a certain amount of force. This opening
  method is very easy for adults, but It is very
  difficult for children to effectively avoid
  children's accidental opening and eating. As this
  kind of packaging box is opened, it is difficult
  to restore, so it has played an anti-theft role
  to a certain extent. It truly integrates
  protection and security.
• personalise
• Personalized packaging design is a kind of design
  method that involves a wide range of influences,
  and it has a great influence on the corporate
  image, the product itself, or the social effect.
  The shaping and expression of the packaging image
  is toward the natural and lively humanity and
  organic shape development, and it gives the
  packaging personality quality and unique style to
  attract consumers. When designing a box, it must
  be considered systematically. Analysis of the
  actual situation should be made in different
  perspectives and positions in order to establish
  and understand various factors that should be
  considered.
• Security labeling
• With the rapid development of modern science and
  technology, general packaging anti-counterfeiting
  technology has no effect on counterfeiters.
  Strengthening the visual effect of packaging
  design and strengthening the packaging and
  printing industry technology has become a
  powerful weapon in counterfeiting and defending
  rights. The innovative method of packaging box
  design is combined with the printing industry
  technology that integrates high-tech
  achievements. The pursuit of innovative and
  unique originality and unique visual effects is
  another direction for the sustainable development
  of the packaging industry in the future.

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Design color grasp

• When designing a box, color techniques should be
  noted from the following points First, the
  relationship between color and packaging and
  second, the contrast between color and color.
  These two points are the key to the use of color.

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• (a) to take care of
• Then, where should we talk about the relationship
  between color and packaging? Mainly through the
  external packaging color can reveal or reflect
  the inner packaging items. It allows people to
  basically perceive or think of what the inner
  package is. For this question, I have mentioned
  it many times in the past articles, but if we can
  come to the store to get a look at the goods,
  many goods do not reflect this kind of
  relationship. So that consumers can not think of
  what to pack things from the table and inside. Of
  course, there is no positive sales promotion for
  the sales of products. The normal external
  packaging color should grasp this same
  characteristic to varying degrees
• (1) From the industry's advancement, the normal
  color of food packaging is expressed in its main
  colors of yellow and pink to give people warm and
  close feelings. Of course, many teas are green,
  beverages are green and blue, liquors and
  pastries are made of big red, children's foods
  are made of rose, and daily cosmetics are
  normally used. The main colors are mostly rosy,
  pink, light green, light blue, dark brown, to
  highlight the warm and elegant feeling, clothing
  and shoes and hats are mostly dark green, dark
  blue, brown or gray, to highlight the calm Heavy
  and elegant beauty.
• In terms of performance characteristics, for
  foods alone, cakes and pastries use golden and
  light yellow to give impressions of scent. People
  like tea and beer use red or green to symbolize
  the richness and aroma of the tea tomato juice
  The apple juice is mostly red, and the
  concentration indicates the nature of the item.
  Although some packages do not use the same colors
  as the ones mentioned in the main tone, but look
  closely if the design of the package is written
  by the hands of their own family, then, in the
  packaging of its packaging There must be a
  symbolic color block, color point, color line, or
  focused content highlighted in that color. This
  should be everyone's proud job. Some clothing
  packaging and some cosmetic packaging, and even
  some wine packaging can find a lot of such
  examples.

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• (II) Contrast relationship
• Besides, the contrast between color and color.
  This is the easiest thing to do in many commodity
  packaging but it is very difficult to grasp. In
  the design from the master, the wound effect of
  the package is snow white, otherwise, is the
  lower Riba. In Chinese calligraphy and painting,
  such a saying is often popular. It is airtight
  and sparse. In fact, it is a kind of contrast
  relationship. In the packaging design, this
  contrast is very obvious and very common. These
  so-called comparisons generally have the
  following contrasts the contrast between the use
  of colors, the contrast of the use of colors, the
  point-to-point ratio of color use, the contrast
  between the use of colors, the contrast between
  the use of color and the contrast of color, and
  the contrast of color Contrast and so on.
• (1) The contrast of the color used.
• This is the most frequently used color in the
  current packaging design, and it is the most
  widely used. It is very common in many graphic
  designs (such as posters, hanging scrolls, or
  dressmaking classes). The so-called contrast
  between shades and depths should mean that the
  design uses two colors, shades of color, to
  subtly appear on one screen at the same time,
  resulting in a more coordinated perspective. It
  is usually used as a light-colored base with a
  large area, on which a dark composition, such as
  a light yellow base, is used to compose the image
  in brown, or a yellowish or white pattern is used
  in the brown color patch With a light green
  bottom dark green composition pink bottom
  large red composition light gray bottom soap
  black composition and so on. These are all shades
  of contrasts in color use. In this form we can
  design packaging on some cosmetic packaging or on
  some western wine packaging, especially western
  wine packaging. Chinese Changyu wines and
  Shuanghui's sausage sausages as well as Xijie's
  meat packaging are mostly expressed in this form.
  This form of packaging is also common in Japan
  and South Korea. Its visual effects are clear,
  simple, gentle, and elegant.
• (2) The use of color for contrast (or contrast)
  is one of the important methods of reproduction.
  This kind of contrast is often accompanied by a
  deep and solemn motif on a light and elegant
  background, or in a heavy and solemn motif
  (mostly with color patterns). Shows the theme and
  name of light and elegant packaging, as well as
  trademarks or slogans. In turn, it also uses a
  large area of ??deep dignified pigments. Another
  light and elegant tone or focus on a certain
  color block or fully decorate some patterns. In
  this light contrast, the general color pigments
  have a harmonized color contrast and a cool and
  warm color contrast. The methods of harmonizing
  color contrasts are often light green to dark
  green lighter to deeper coffee pink to reddish,
  and the contrast between cool and warm colors is
  mostly Black and white, red and blue and so on.
• (3) The point-to-point ratio (or size contrast)
  of color use contrasts mainly in the design
  process of a packaging screen, using the contrast
  of pigments from a center or concentration point
  to the overall picture, ie, a small range and a
  large range. The contrast between the pictures.
  In daily life, especially washing cosmetics, we
  can see a clean box of products on the whole area
  of ??what is not, on the middle of a very focused
  and then appear a very obvious small box of heavy
  colors (or Elliptical or small round) and then
  from this small box of screens, the theme of the
  brand and name of the contents of the package is
  expressed. This is a combination of point and
  surface, but also a contrast between large and
  small, and occasionally from point to point. And
  the gradual transition of the contrast.

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• (4) Contrast of simplification of color use. We
  can see the unity "100"
• Instant noodles, their bags, and the lower half
  of each bag of instant noodles are physical
  patterns, but at the top of the picture it is the
  entire clean, bright green red color, and then
  very prominent prominent "100" words, look again
  The cover of the 66th edition of Packaging World
  magazine (also called the book's packaging). With
  a large area of ??real photos of straw, it is
  very complicated and even packed into the world.
  However, the center of the screen shows a clean,
  blank space. In it, it states "We will extend the
  edition of the magazine in 2000" and "Welcome to
  the Local Post Office". It is so simple and
  simple, but it ingeniously puts the emphasis on
  the magazine's most important thoughts. I also
  saw a dumpling bag and a seasoning bag in the
  store. The whole picture was made of green and
  black pigments and intertwined on one screen.
  Also want to express the name, but also want to
  express the foil pattern. As a result, because of
  the large area of ??the complicated design, there
  is no actual meaning of the dark lining pattern,
  and all of the above description of the main body
  has been diluted, drowned, resulting in this kind
  of packaging. People's psychological depression
  and feeling of irritability naturally affect
  sales.
• (5) The contrast of lust in color use is mainly
  to emphasize its elegance by highlighting it.
  This kind of vulgar expression is carried out in
  a disorderly and disorderly manner with colors
  (in fact, it is originality, and some western oil
  paintings are very concerned about this type of
  expressionmodern abstract art). This kind of
  composition is either a symbolic discovery of the
  theme or a service for the theme of "Lotus."
• To make it a little red in the bush. For example,
  on a packaging screen, it looks like a bunch of
  random colors or thrown on it. Then quietly side
  by side or in the finely articulated theme. This
  is a very interesting thing. In addition to
  packaging, even book bindings, advertisements,
  posters on posters, and casual columns on TV have
  all been tried.
• (6) Contrast of contrast in color use. This
  contrast contrast is essentially the contrast
  effect formed by different pigments themselves.
  This contrast effect is generally expressed in
  the following ways light and dark contrast (or
  contrast between yin and yang), like China's
  light map contrast between warm and cold, such
  as red and blue contrast between movement and
  sound, such as calm and calm background and
  lively jumping The contrast of the pattern text
  the contrast of lightness, such as the contrast
  between deep pigment and light pigment.

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Commodity packaging strategy

• The packaging of enterprise products, as far as
  possible not to engage in imitation, not the same
  with other packaging, and the use of new
  materials, new processes, new designs, new
  shapes, give consumers a new feeling. For
  example, packaging made of renewable and
  degradable materials is more popular, which is
  convenient for consumers, and it also meets the
  trend of environmental protection and establishes
  a good image for enterprises. Convenient
  packaging strategy. When designing and purchasing
  product packaging, companies must consider the
  convenience of purchasing, carrying, using, and
  keeping them. For the convenience of consumers,
  companies will combine different styles, uses,
  and tastes into a variety of packaging or
  combination packaging.

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• Cheap packaging strategy. The packaging strategy
  is to use low-cost and simple-structured
  packaging for businesses, which are usually used
  for daily use in large quantities. Such as
  general clothing, footwear, edible salt,
  monosodium glutamate, Chinese herbal medicines,
  bags of fresh milk, etc. Of course, enterprises
  adopt this packaging strategy, and they should
  not be randomly purchased because of low consumer
  demand, but should consider their applicable and
  economical characteristics.
• Series packaging strategy. The difference between
  this type of packaging and the series of
  packaging is that the series of packaging is the
  same type of goods, and the packaging of
  different types of goods. Such as travel kits,
  cosmetic boxes, traditional four treasures - pen,
  ink, paper baskets, etc., are packaged.

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• Similar packaging strategy. Sometimes referred to
  as home-type packaging, the products produced by
  the same company use the same patterns,
  approximate colors, and common features in the
  appearance of the packaging. In particular, the
  company's CI image appears repeatedly, forming a
  visual orientation, which not only saves
  packaging. The cost of design can also deepen the
  user's impression of such products.
• Change the packaging strategy. In other words,
  the new packaging replaces the original
  packaging. In general, the packaging used by a
  company and a retailer should be relatively
  stereotyped, but when the following three
  conditions occur, the company should adopt a
  change packaging strategy

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• (1) The quality of the product has a problem, and
  consumers have formed a bad impression on it
• (2) The company's product quality is acceptable,
  but there are many competitors for similar
  products, and the original packaging is not
  conducive to opening the product sales situation
• (3) The sales of the product are still
  acceptable, but due to the company's use of the
  packaging for a long time, the cost is too high,
  and the cost reduction of the company will make
  consumers feel old.

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Packaging Design Overview

• Packaging is the external performance and
  marketing of products. For packaging, many
  countries have made clear and concise
  definitions. For example, the United States
  Packaging is preparation for the delivery and
  sale of products England Packaging is the
  artistic, scientific and technical preparation
  for the transport and sale of goods Canada
  believes that packaging is the supply of products
  from The tools that can reach the customers or
  consumers and keep the products in good
  condition. The definition of packaging in China
  is the general term for the products that are
  used to protect the products in circulation,
  facilitate storage and transportation, and
  promote sales.

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• Today, people are more fully aware of packaging
  and give it a broader meaning. From the viewpoint
  of system theory, the packaging's purpose,
  requirements, constituent elements, function and
  actual operation are linked together to form a
  complete packaging concept.
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