Three principles of the hottest packaging design 0

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The three principles of packaging design

the so-called packaging not only has the function of acting as the God of product protection, but also has a positive role in promotion. With the fierce market competition in recent years, more and more people are trying to make it play the latter role. Japanese scholar Yi chuzhuo once put forward a goal, principle and good principle

eye catching

packaging should play a promotional role. First of all, it should be able to attract the attention of consumers, because only goods that attract the attention of consumers can be purchased. Therefore, the packaging should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and the materials with their own characteristics can make the packaging have a striking effect, so that consumers have a strong interest at the first sight

the peculiar and novel shape can best attract the attention of consumers. For example, the shape of wine bottles is generally based on cylinders. When straight-line shape wine bottles appear, they will have a striking effect. Some wine bottles also use free curves, natural and elegant, like dancing fairies; Some wine bottles use imitation modeling and are designed into complex anchor or human shape, which will appear very prominent and beautiful in a batch of wine bottles with cylinder and cuboid modeling

the beauty of color is the easiest for people to feel. Some marketers even think that color is the first factor that determines sales. In their long-term market research, they found that some colors, as the packaging of products, will make products surprisingly difficult to sell, and gray is one of them. They believe that this is because gray is difficult to excite people, so it is naturally difficult to produce the impulse of shopping. They proposed that red, blue, white and black are the four major sales colors, which were found when making and comparing the images of red, blue, white, black, green, orange, yellow and tan. Take red as an example, it has the most images, and it is the image with the most powerful relationship with life, such as the sun, fire, blood, etc. Therefore, red is the most exciting. Blue, white and black are also closely related to the sun, which is always high above the blue sky. As soon as the sun goes down, it gets dark. When the sun rises again at dawn, the eastern sky turns fish belly white. These four colors are important colors that dominate our daily pace of life. As sales colors, they can arouse consumers' interest and interest. This analysis is reasonable. Patterns work in combination with colors. The carton packaging of Xuelian cashmere sweaters is soft light green, and there are white Xuelian flowers protruding on the box. This international conference is a case undertaken by 9 units, including the International Coordination Council on tribo fatigue, the Belarusian Academy of Sciences and the Belarusian National University, to commemorate the 25th anniversary of the birth of tribo fatigue. It is particularly elegant and eye-catching. There is a brand with antique black patterns on a red background outside the bottle of Western Han ancient wine. On the yellow background of the packing box, there are four strong and dignified black seal characters of Western Han ancient wine, which looks like an old man telling a long story. In a row of colorful wine bottles, its unique style is very eye-catching

generally speaking, the packaging pattern should mainly foil the brand trademark, fully display the characteristics of the brand trademark, so that consumers can immediately identify the products of a factory from the trademark and the overall packaging pattern, especially the famous brand products and famous brand stores. The striking trademark on the packaging can immediately attract consumers. The change of packaging materials also attracted people's attention. The porcelain gifts exported from Shandong were ingeniously packed in portable boxes made of corn husks, which not only made full use of the surplus rural labor, but also turned a large number of local cheap materials into handicraft packaging with folk characteristics and elegant texture, which is more artistic than general carton packaging. Sichuan famous silk wrapped rabbit "As for the formulation of the national standard for fully biodegradable express bags, the red rectangular carton was originally used as the packaging, but now the delicate cylindrical container is woven with thin bamboo strips, which is unique and beautiful, forming an unforgettable impression.


successful packaging should not only arouse consumers' attention and interest in products through the use of shape, color, pattern and material, but also enable consumers to accurately understand products through packaging. Because The purpose of buying for people is not the packaging, but the products in the packaging. The most effective way to accurately convey product information is to truly convey the image of the product. You can use full transparent packaging, open windows on the packaging containers to display the products, draw product graphics on the packaging, make concise text instructions on the packaging, and print color product photos on the packaging

a skylight is opened on the top of the carton package of Xuelian cashmere sweaters. The color and texture of cashmere sweaters can be clearly seen through cellophane, which is easy to choose. The diamond brand stainless steel kitchen knives in Yangjiang, Guangdong Province are packed in cartons that can fix the knife body, making it convenient to carry and sell; A close-up camera lens is used on the surface of the box to show the sharp blade of cross light; The base map is vegetables and meat, with photos and descriptions of the origin, history, quality, etc. of the kitchen knife, so that its long history and excellent quality can be truly and intuitively displayed, and it is welcomed by customers at home and abroad

to accurately convey product information also requires that the level of packaging should match the level of the product. It is a failed packaging to cover up or exaggerate the quality and function of the product. Ginseng exported from China was once packed in gunny bags and cartons. Foreign businessmen suspected that it was dried radish. Naturally, it was understood from the grade of this crude packaging

on the contrary, low-end products with gorgeous and expensive packaging will not attract consumers. At present, most of the small food packages on the market in China are very exquisite. The eye-catching colors, gorgeous patterns and silver flashing aluminum foil bags, together with moving instructions, have great attraction to consumers, especially children. But many times, the value of the food in the bags is far from the price, making people feel cheated. Therefore, the grade of the packaging must be consistent with the grade of the product

according to the successful experience of domestic and foreign markets, the packaging of high-end consumer goods used by high-income people mostly adopts simple and clear pictures, soft and elegant colors and superior materials; For low-grade consumer goods used by low-income people, obvious and bright colors and pictures are often used, and then expressed in terms of economic benefits. This is to make the product information accurately conveyed to consumers and understood by consumers

accurately conveying product information also requires that the shapes, colors, patterns, etc. used in packaging do not violate people's habits, resulting in misunderstanding

for example, there is such experience in the use of packaging colors: butter is unsalable without yellow packaging design, and coffee can't be sold with blue packaging, because people have a relatively fixed understanding of the product content represented by some colors for a long time, and these colors can also be called commodity image colors. Some of the image colors of commodities come from the commodity itself. Tea color represents tea, peach color represents peach, orange represents orange, yellow represents butter and mayonnaise, green represents vegetables, and coffee color is derived from coffee

some are psychological stereotypes, such as the relationship between color and taste. Japanese marketers have made some psychological tests, asking consumers to look at the packaging boxes of two brands of curry to distinguish between sweet curry and spicy curry. Gurico curry is sweet, but 70% of people look at its red packaging box and think it is spicy. The packaging box of sb gold medal sweet curry is yellow, which is recognized by most people. Obviously, Sb gold medal sweet curry packaging is understood by people, and it must be sold better than gulico curry. In fact, Sb gold medal spicy curry packaging box uses red and black packaging design, which is very popular when it was listed around 1965 with this kind of expansion. Therefore, Sumitomo electrician restarted the development of vanadium battery after the vanadium price fell in 2011, which made its stock price soar. This shows that the red and black design clearly expresses the meaning of spicy and is understood by consumers. Commodity image color is not complicated and abstruse, and ordinary consumers can understand it very naturally

In other words, the shape, color, pattern and material of the package should be able to arouse people's favorite emotions, because people's likes and dislikes play a very important role in buying impulse. Favors come from two aspects. The first is the practical aspect, that is, whether the packaging can meet the needs of consumers in all aspects and provide convenience, which involves the size, number, beauty and other aspects of the packaging. The same skin care cream can be packaged in large bottles or small boxes, and consumers can choose according to their habits; The same products with exquisite packaging are easy to be selected as gifts, and those with poor packaging can only be used by themselves. When the packaging of the product provides convenience, it will naturally arouse the favor of consumers

liking also directly comes from the feeling of packaging shape, color, pattern and material. This is a comprehensive psychological effect, which is closely related to individuals and their environment. In terms of color, everyone has his own favorite and annoying colors, which of course cannot be forced to be the same, but there are also similarities. For example, most women like white, red and pink, which are called women's colors. The packaging of women's products using white and red can attract women's love. Men like solemn and serious black, which is also called male color. The packaging and black of men's special products can be favored by men. All ethnic groups have different favorite colors, known as national colors. Americans like yellow. Goods packaged in yellow sell well, such as Kodak color film, products of the world's largest construction machinery manufacturer, products of cadapila company, cosmetics of kurerolu, sunscreen of maki fakuta company, and so on. However, the Japanese don't like yellow. In Japan, yellow packaging is often unsalable. Some people think that Americans like yellow because they love blondes, and also because the sun looks golden in the hot areas of the southern states. We won't discuss the mystery here further. This kind of national favorite psychology is also relative and changing. We just emphasize that the feeling of likes and dislikes can affect purchasing behavior. In short, the shapes, colors, patterns, etc. of product packaging should use the types that can attract people's attention. This needs to be found through various market surveys and psychological tests

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