Cylindrical Illustration —— How to draw simply and beautifully

C4d: How to create a cylinder with thick edges in the middle and turn it into an editable object after segmentation? Select the line of each circle in the circle and zoom in/out with the zoom tool.

C4D is a 3D drawing software developed by MaxonComputer Company in Germany, formerly known as FastRay, which is famous for its fast operation speed and strong rendering plug-in. C4D contains modules such as modeling, animation, rendering, roles, particles and new illustrations, which are outstanding in all kinds of movies it depicts.

Depth | What did the successful product packaging do right? Explore the way of thinking behind appearances! When it comes to product packaging design, people will naturally think that it is at the level of visual communication. But what is the starting point when we receive a project commission or a brand seeks a product packaging design scheme? Brand packaging upgrade is mostly accompanied by category upgrade iteration or market feedback; Most new products are accompanied by technological upgrading, or new consumer groups and new demands appear. Packaging is ultimately presented to people with aesthetic and formal sense, but it should be based on business logic, category development, brand situation and competitive environment.

Packaging Differentiation and Misunderstanding of "Three-second Law"

When it comes to competition, what cannot be avoided is "differentiation". Differentiation is a high-frequency word in packaging design, but it is difficult to produce practical results if you really walk in the terminal and 50% or more packaging differentiation. There is a little-known theory called the "three-second law". The so-called three-second law emphasizes the complexity of the terminal environment and the diversification of products. Products need to jump out of the environment at the first time to attract consumers. Sounds reasonable, but can it stand scrutiny? For a very simple example, the following picture shows a group of common and high-frequency consumer goods-1L normal temperature pure milk.

If we only judge by the irregular differential or the 3-second law, the black one must have attracted us at first sight. However, this kind of differentiation is difficult to really promote consumers' purchase decision after attracting attention. Because in this process, the differentiation of packaging levels and consumers' concern about product demand are out of line. It is obviously impossible to fully withstand scrutiny by bringing simple reality into the 3-second law.

We try to review the buying scenes of consumers at the terminal.

People choose all kinds of goods at the terminal. This scene may be Shang Chao, or it may be a convenience store or a street shop. In the process of choosing, they choose from attracting-focusing on several products-short-term thinking and comparison. This is the approximate path for goods with low unit price to be purchased.

We sliced the main links of interaction between packaging and consumers:

In these different links, the role that packaging can play is actually a continuous transformation, and ultimately promotes consumers' decision-making to a certain extent. We call it the "APDM" rule of packaging design. Namely:

Note: It is necessary to consider the eye-catching degree of the terminal and its adaptability in complex environment, which is also the most consistent link with the 3-second law mentioned above.

Perception: Good packaging represents the brand, and the core information transmitted by the brand and products is transformed into benefits (functions or emotions) that users can quickly perceive through packaging.

Decision-making: Different categories, different brand personalities, different product advantages, and different contact points of consumer decision-making. We need to dig deep into the points that meet consumers' demand for products and turn them into contacts that can produce * * * sounds to promote decision-making.

Memory: A variety of sensory experiences, such as vision, touch and interaction, will form brand marks in consumers' minds through packaging design, which is convenient for consumers to quickly find them back in re-purchase.

From our linear curve based on the integration of packaging survey data, we can see that most of the time people regard packaging as a visual problem and spend a lot of energy on "attracting attention", but there is a fault in the way of further promoting decision-making at the packaging level. This is why we said in the last article that the basic packaging differentiation and the "3-second law" can hardly stand scrutiny. Because the core concerns of the two are still in the primary stage of attracting attention, in today's fierce market competition, packaging obviously needs more thinking before it can really produce utility and transformation.

Differentiation of packaging competitive advantage

In fact, countless cases have proved that although the expression of creativity is unconstrained, the design thinking and the business logic behind it are traceable. Although there are many factors that affect consumers' purchasing decisions, in the micro-competitive environment, consumers will make more decisions about 1 or 1 among evenly matched brands or products. Design around competition, dig deep into the advantages and disadvantages of users' needs and opponents, and then seek opportunities. Differentiating by competitive advantage is the core of packaging differentiation, and transforming competitive advantage into consumers' perceived interests provides reasons for consumption decision-making, not differentiation for differentiation's sake. Here we take three representative category cases as representatives to discuss how to cultivate the differentiated thinking of packaging competitive advantage.

VOSS_S_ waterlogging, find the disadvantages from the advantages of category leader.

In the process of seeking the differentiation of competitive advantages in packaging design, the packaging design of high-end drinking water categories is very prominent.

We once did an interesting experiment about water. We pour the packaged water of different brands and different prices, such as Evian, VOSS and PET in glass bottles, Evian, Fuweike, Fiji Fiquan, 5 100, Evergrande Ice Spring, Wahaha, Nongfu Spring and Ipoh, into the same paper cup, invite people to taste it, select the favorite one and collect conclusions. Then give the packaged water to the same person to taste and choose the favorite. In the end, we found that the difference between the first round and the second round was over 80% for the same product and the same population. For many brands with competitive relations but little difference in products, it is no longer the product itself that directly affects people's judgment. This is an interesting phenomenon. Although people don't want to admit that their choices are easily influenced by external factors, it is not uncommon for brand packaging to fully influence consumers' decision-making without significant differences in products and low brand loyalty.

Evian, as a strong brand of high-end drinking water, has always been in a leading position in packaging design. The mass production of glass bottled water started from 1908. After 100 years of development, Evian has become a global leader in high-end drinking water brands.

How to compete with Evian is a problem that most high-end drinking water brands have to face.

VOSS, a Norwegian drinking water brand (acquired by Chinese enterprises, and the water source of China market is Shiyan City, Hubei Province), was developed by 1998 and listed in 2000. As a category follower, it is not easy to get a share of powerful brands. From the product level, there is little difference in the taste of drinking water of different brands, so it is difficult for consumers to quickly perceive and convert it into purchase intention. Compared with Evian, VOSS has neither a touching brand story nor a long brand history. How does VOSS explore differentiated competitive advantages and seek development opportunities through packaging design?

Evian's water intake point is in Evian Town, a tourist resort, while VOSS's water intake point is in no man's land. Compared with no man's land, Evian has no human intervention and is difficult to own. In the end, "the purest water" and no interference have become the biggest competitive advantages of VOSS. To determine the competitive advantage, the design difficulty focuses on how to embody the "purest water" in packaging design and transform it into the easily perceived product value.

Anyone who has seen polar research movies such as Antarctic Adventure will never forget a circular icicle rooted in the depths of the ice, which was taken out from the depths of the glacier by a drill in the focus plane. The crystal-clear products in extremely cold places are reminiscent of "purity" from the beginning. VOSS cylinder bottle design skillfully borrows this visual association. The cylindrical and silver-gray bottle cap of crystal glass accurately explains the purity and purity of VOSS water. Visually, it is in sharp contrast with Evian bottle, highlighting the difference of "the purest water in the world". This competitive differentiated packaging has firmly occupied the market and won a place in the highly competitive high-end drinking water market.

Tea π_S Xiao Ming, contrary to obvious advantages.

Let's look at the China market again. In recent years, in the fierce market environment, major brands frequently push new products, but what is slightly embarrassing is the high mortality rate of new products. What I want to discuss with you is one of the few, impressive, recognized by the market and continuing to this day-unified Xiaoming and Nongfu Spring tea π. These are actually two business cases worthy of in-depth study and thinking.

From the perspective of packaging, the development of technology is behind the birth of Xiaoming. Bottle technology has been upgraded from high-temperature sterilization filling of early iced black tea, green tea and other tea drinks to aseptic filling, which has changed the modeling characteristics of "typical technical engineers" who were limited by filling technology in the past. What follows is a fuller visual experience and a more comfortable grip, as well as a relatively larger structural space. The product was upgraded from the R&D end, and the concept of making herbal tea was put forward. Combined with the change of bottle structure and overall image of packaging, Xiaoming is a very representative successful case of early tea beverage category upgrade.

For Xiaoming's products, how does Nongfu Spring differentiate its competitive advantage through packaging? We conclude that: contrary to the obvious packaging advantages.

Next, we analyze the packaging elements from several aspects.

Round bottle VS square bottle

First of all, in the shape of the bottle, Xiao Ming gave full play to the coordination of round bottle with 38mm large diameter and capacity. If the new products of Nongfu Spring still use round bottles, it is difficult to get rid of or surpass the restrictions of the previous bottle types. Nongfu Spring finally adopted a square bottle. Although the square bottle is not as comfortable as the round bottle in ergonomics, the display effect of the square bottle at the terminal is better, and the square bottle is beneficial to the finger strength when the bottle is opened, which reduces the difficulty of opening the beverage bottle. At this point, Xiaoming's outer cover not only presents the aesthetic feeling of design, but also facilitates opening. However, in the early products, the fluctuation of the shell was not smooth enough, which also affected the experience to some extent.

Heat shrinkable label and labeling

In the form of label, Xiao Ming uses shrink film to make the bottle shape more complete, and the terminal with high saturation and lively color has a high degree of jump. Nongfu Spring, on the other hand, chooses to expose transparent drinks in the form of labels, which can quickly stimulate consumers' biological brains to strengthen their instinctive needs and stimulate their appetite through transparent drinks. The lid of tea π is a high-permeability lid that is transparent and continuous with the bottle body, which is completely opposite to Xiao Ming's classmates.

Cartoon IPVS art illustration

In the way of communication, Xiaoming's excellent IP image and funny comic style have made all kinds of "babies" who don't want to grow up have strong feelings. Adhering to the brand idea of "being serious and funny, keeping a low profile", Xiaoming's brand personalization is very clear: just like an interesting little boy next door, he has a little unexpected humor. The advantage of brand individuation is that it can quickly draw close to the groups with individual identity, but it also has obvious disadvantages. After all, in the fast-moving consumer goods market with low brand loyalty, the profits of medium and light consumers are much higher than those of proportional consumers. Nongfu Spring adopts neutral tones, and invites different illustrators to create illustrations for different products, giving it a larger creative scale and incorporating more whimsy. Aside from the appearance of the results, in-depth analysis, the intention behind it is very clear: whimsy and elegance. In sharp contrast with Xiao Ming's lovely humor. Based on this clear design intention, choose the best scheme, instead of many products that follow the trend completely, and force the connection between product packaging and artistic style without purpose.

The differentiation breakthrough of tea π packaging competitive advantage is to systematically think about its own conditions and find out the disadvantages contained in competitors' advantages from every level of packaging. Then come up with a precise solution. The differentiation of competitive advantage of effective packaging points to the weakness of competitors, just as Pepsi and Coca-Cola have always emphasized youth in the process of competition, while the differentiation and transformation of π competitive advantage of tea strengthen the appeal of beverages to consumers' appetite, and at the same time make younger competitors look slightly younger.

Of course, the factors behind the success of every product are diversified. In 20 19, Xiaoming launched the British Museum series packaging, which was quite eye-catching and the brand personality became more and more active and diverse. Tea pie has also updated its packaging and described a more vivid brand story. In addition to the packaging level, the timing of category development, product research and development capabilities, decisive and diversified marketing methods to adapt to consumption changes, and strong channel capabilities are all essential factors behind success. The battle between immortals is not a draw. We will wait and see the following story.

Wujiang _S__, the terminal plunder of basic categories

In the basic category, the idea of competitive advantage differentiation is also applicable.

Take bagged side dishes with very affordable prices as an example. Wujiang is a category leader widely recognized by consumers, and the brands such as Chuannan and Jixiangju, which follow closely, need to solve the problems faced by competition under the condition that the leading brands already exist in the category.

From the perspective of packaging, Wujiang is a very typical way to solve the packaging problem from the perspective of communication. Firstly, the core concept of "good taste" in China was clarified, and then the packaging design with typical traditional significance in China was extended. In the era of media centralization, this method is effective for brands with core media resources and high advertising budget. During this period, most of consumers' decisions have been made in the advertising stage, and there is a very high educational cost behind it-linking the taste of China with the product itself. However, with the media-centric era gone, the training cost of this method is increasing, but its effectiveness is declining.

From the user's point of view, when people are about to buy a bag of 1-2 yuan side dishes in front of the shelf, is it "Wow, I want Chinese food" or "Mmm, it looks delicious" that drives the decision? Without high brand loyalty or the guidance of pre-advertisements, more decisions are made by the latter. Simply looking delicious, we call it: mobilizing the biological brain of consumers. People's consumption behavior is actually very interesting. Many times, we think that after thinking, it is actually the result of "thinking without thinking".

Picture from left to right: before and after the upgrade of Wujiang Chuannan.

Here, let's take a look at the comparison between southern Sichuan and competing Wujiang before and after the packaging upgrade. First of all, it is also a realistic painting rendering technique, which completes the picture composition that can not be achieved by taking pictures in kind, and the overall texture level is more distinct; Secondly, the new packaging fully considers the terminal environment of product hanging display, and uses the law of people's line of sight from top to bottom to ensure that appetizing ingredients are presented to people at the first time; At the same time, around the competition with the category leader, fully mobilize the biological brain, so that the "delicious-looking" appetite is vividly presented to people.

This year, FBIF organizers launched a poll on "Problems that Brands Expect to Solve", among which the top three are:

How to balance the relationship between brand genes and market development when upgrading core products?

The sales volume of 654.38+billion+single products maintained growth. How to continue to transform the advantages of packaging?

How to build barriers for emerging categories and packaging?

We can see that behind these three problems, most brands have been concerned and even anxious-upgrading core products, maintaining the growth of large single products and creating new categories. Different brands face different problems and solutions at different stages of development, which are three very extensive problems. Based on three questions, we focus our transformation on the gender brand of "Theory of Three Represents" theory:

The Source of Minute Maid with Good Fruit and Milk —— Upgrading of Mature Products

Soybean milk -654.38+0 billion+single product maintained growth.

Fine Brewing in Ruins —— Development of New Beer Category

Question 1, excellent fruit and excellent milk-Thoughts on upgrading the packaging of mature products

Most mature brands are facing the upgrading of core products and the enrichment of personality, which requires that the upgrading of mature brands must have longer-term planning and thinking, and there are two directions that must be considered in the process.

Solve problems at the grassroots level and analyze and evaluate existing packaging brands. Comprehensive packaging status, such as terminal problem evaluation, whether there are problems in the communication process, whether the aesthetic trend of consumer groups has changed, etc. Comprehensive review and optimization of brand assets, mining and re-training of potential assets.

Looking at the present ability from the future, the brand must be clear about the future direction. What kind of "person" I want to be, and then work hard for it, which is a well-understood truth. The upgrading of core products should be a continuous and systematic process. Nowadays, most brands realize that core products need to be upgraded, but in the end, it is difficult to make major changes because of balancing consumer acceptance and marketing opinions. Only in the planning of stable and continuous change can the product find a balance.

In fact, milk-containing beverages are not only facing the problem of packaging upgrade, but also the packaging upgrade driven by category upgrade, otherwise it will be difficult to really play a role. The stage of rapid development of milk-containing beverages is the stage when dairy products based on raw milk are not abundant in China market. However, with the rapid development of logistics and normal temperature technology, more convenient, nutritious and diversified dairy products with raw milk as raw materials have rapidly developed into the mainstream of the market. At present, there are problems in milk-containing beverages on the market, ranging from excellent fruit milk to once very popular products, such as nutrition express and true fruit granules. This is actually a very obvious category development problem. Fruit milk is excellent, no matter the quality of fruit or milk source, it has no advantage in the face of real raw milk fermented yogurt. The development of this category is actually like iced black tea-Xiao Ming, tea π; Fragrant milk tea will be upgraded to lan fong yuen or milk tea. The role of packaging should also be upgraded from the mining of value demand to the mining of emotion.

Question 2, beans are beans-regarding the development of brands, the advantages of packaging are constantly changing.

In fact, the continuous transformation of packaging advantages should be said to be a problem that both mature brands and developing brands need to pay attention to, but if considered in the development stage, it will have a very significant advantage in the future.

First, most developing brands in China have a problem at present, that is, the visual volume of brand packaging is low. This involves a necessary reflection on the transformation of design into business: the re-creation space of core elements. At present, the very common problem of brand packaging is that there is not much problem in the application of packaging visual element design in several SKUs. However, with the diversified development of categories, it will be expanded to a dozen or twenty SKUs or even hundreds of SKUs like snacks, which will lead to very chaotic problems, insufficient colors and difficult extension of elements. In this process, design must have the ability of thinking and deduction, and think about what the core concept of the brand is to convey to consumers. Taking Muji as an example, under the guidance of the brand concept of "nature is like this", it is a constant design style of Muji, drawing on nature and keeping a strong restraint on emotion, which has cast the formation of brand aesthetics. When you see natural, simple, and "want nothing" goods, you think of MUJI.

Second, in the process of brand development, it is bound to face the expansion of product lines, with different packaging forms as carriers. Such as bottles, cans, boxes and other different containers. Design must consider the fluency of extension in advance to ensure the effective aggregation of brand resources. Many packaging designs based on communication thinking have gradually failed in the market, and the probability of success will be lower and lower.

In fact, the problem of bean packaging can also be found in many traditional brands.

First of all, the intensity of packaging design and dissemination is unbalanced. While vigorously cultivating the category of soybean milk, the packaging is very close to the style of high-end pure milk, lacking characteristics, and it is difficult to form category cognition. The problem of category value transfer can be solved quickly in the short term, but it is not conducive to the cultivation and development of categories from a long-term perspective.

Secondly, the extension characteristics of the product line are not clear, common and organic. And there is no value conversion between the regular line and the high-end line.

Finally, as mentioned above, the visual volume of brand packaging is low, and there will be problems in the future category expansion.

Question 3: Thinking about packaging design in the case of category growth and no leading brand.

New categories are most suitable for seeking differentiation of competitive advantages, taking up space by packaging and casting sensory barriers.

There are actually two problems that must be solved in the development of craft beer in China.

First, find your place. Rich, more yuan, better quality.

With the upgrading of consumption, more and more people don't like the plain taste of industrialized beer, and the category of craft beer is experiencing rapid growth. Like this: ruins. At present, most brands see the development opportunities of craft beer, but the methods are mostly in the minority direction. _ Do you think stopping owls from playing Mufei and Card will be a new way of playing China's fine brewing? This is a question worth pondering.

The second is that packaging needs to establish competitive barriers.

With the renewal of national policies, the entry threshold of beer becomes lower. In the unique market environment of China, the development of this category is the most prone to problems. Brands need to evaluate the resources that can be invested and category awareness. When the resources of big brands are very rich, it is necessary to establish barriers in advance, and the initial stage of emerging brands needs to pass product iteration. For example, in the years of rapid growth of cocktail category, the leading brand of the category promoted the development of the whole category. However, due to the choice of glass bottles with the least threshold and simple gland packaging, a large number of showstopper poured in, which led to the rapid collapse of this category. In fact, barriers are built to a large extent to prevent obstacles from appearing in the market. Today's craft beer packaging faces the same problems as the previous cocktail packaging.

Packaging size, four unavoidable necessary links

Whether it is a mature brand, a developing brand or an emerging brand, it will eventually face the choice of consumers. Packaging is the most attractive and challenging, that is, zero-distance contact with consumers, with tangible perception and experience. Brands and products depend on packaging, which is the carrier that consumers can perceive vividly. To a certain extent, excellent packaging has created a brand and even represented a category.

Packaging is composed of four important links, each of which carries the most favorable link for communication with consumers. We summarize it as: wonderful shape, color occupation, * * * emotional communication and tactile engine.

Wonderful appearance

Packaging modeling is a wonderful weapon to build barriers, form brand unique characteristics and facilitate consumers' quick memory. Through modeling and structure, the communication cost of products can be greatly reduced and brand characteristics can be established. Wonderful modeling is the easiest way to form interactive memory points, and there are thresholds and technical barriers. With the development of technology and technology, the structural constraints of beverage bottles gradually become smaller, and impressive structural innovations emerge one after another with the arrival of category upgrading.

Color occupancy rate

Color is the most primitive sensory imprint of human beings, guiding people's emotions and driving people's inner feelings. The application of brand color is not based on intuitive visual judgment, but also needs to comprehensively consider how to mobilize the sensory imprint of color association hidden in people's hearts and how to make full use of colors that really fit the brand connotation; With the improvement of product innovation efficiency, how to form a mature color planning logic system; And how to effectively break through the color occupation in the competitive environment.

Color is easy to attract instantly at the terminal, and it is also easy to fall into category minefield. Colors seem to be rich, but in fact, they are in line with the brand tone, suitable for category development and consumer cognition, and there are very few colors that have an impact on the terminal. Many valid color placeholders represent categories.

* * * Emotional communication

There are many ways to realize the * * * sound with consumers, and there is a transformation that touches consumers. We need to form a core connection transformation with * * * emotions. Finding the core contact needs to be based on the comprehensive thinking of product characteristics, category development and consumer cognition. Even in today's dusty information, there are many impressive and emotional packaging cases.

Tactile engine

Packaging is close to the window of direct dialogue between brands and consumers, which can really be held in people's hands to produce an experience. We need to think fully in the design and combine the most effective and appropriate bonus points to form multi-sensory memory. From the ergonomic thinking on the structural level to the meticulous care of the experience; From the change of ink painting to the different texture of the combination of technology and design; From the possible interactive thinking in different scenarios to the preferences or needs derived from crowd segmentation. There are too many hidden needs of packaging that are worth thinking about and have not been tapped.

About the wonderful shape, the occupation of color, the emotional communication of * *, the engine of touch, every topic deserves in-depth thinking, and we will discuss it further with you in the future. Back to today's topic, what did the successful product packaging do right? In the long period of the development and change of market economy, packaging is the manifestation of brand, showing the best side of brand and product to the audience. But today, good packaging design matches brands with consumers, not only to express what brands want to say, but also to consider what people want.

How to draw is simple and beautiful. 1. Simple Sketch Grasping Learning to paint has to start with the simplest still life sketch. It looks like a simple gypsum triangle, cylindrical, so that you can express it in a three-dimensional form on drawing paper, which is far from as simple as you think. You need to practice, ponder and observe how to use black and white repeatedly. Gray is three colors to express the light-dark relationship of objects. Beginners only need a 2B pencil to draw, because it is more convenient to prepare a special eraser and wipe it repeatedly. 2. Observe the practice of still life sketch. When the simple still life sketch is done, you can practice physical still life sketch. Although it is still life sketch, it requires higher and more accurate hand-eye coordination ability for painters because of the different shapes, textures and light senses of still life. At this time, more pencils are needed, and 2B-6B is often used. Occasionally use HB's pencil. Sketch: In addition to still life sketch, sketch is also needed to master the foundation of morphological painting. From simple still life sketch to later figure sketch, it is mainly a process of training painters to grasp form. You need to see with your eyes, think with your brain, and draw still life on sketch paper in your own way. It does not require exquisite painting, but requires the painter to present a scene vividly on the drawing paper with a few strokes. 3. Copy the plaster portrait, and the stage of sketching is slightly advanced, that is, painting the plaster head. Although it is the same as the still life plaster painted at the beginning, there are many factors to consider when painting the plaster head. If any aspect is not in place, you can't draw the plaster head you see. Moreover, in this plaster portrait sketch training process, copying is essential. It is suggested that painters copy more, speculate more and think more. 4. Don't copy cartoon characters. Some painters think that copying still life paintings is boring, so copying cartoon characters is very undesirable. Although the cartoon characters you see are also lifelike, the basic skill of painting practice must be to draw realistic still life and still life in a down-to-earth way.