Packaging design of the box

Whether a commodity can have good sales performance must be tested by the market. In the whole 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 emotion, in the consumer's first look at it when it is packaged to produce interest in the product. It can both promote success and lead to failure, there is no manifestation of the power of packaging will allow consumers to sweep past. With the continuous development and improvement of China's market economy, the majority of consumers have become increasingly mature and rational, the market gradually revealed the characteristics of the "buyer's market", which not only increases the difficulty of product marketing, but also makes the packaging design has encountered unprecedented challenges, driving the product packaging to grasp the public's psychology of consumption, toward a more scientific, more The development of a higher level of direction.

Packaging has become the main behavior of the actual commercial activities in the market sales, inevitably with the consumer's psychological activities have a close relationship. As a packaging designer if you do not know the consumer psychology will be trapped in the blind. How to attract the attention of consumers, and how to further stimulate their interest, inducing them to take the final purchase behavior, which must involve the knowledge of consumer psychology. Therefore, the study of consumer psychology and change is an important part of packaging design. Only by mastering and reasonably applying the laws of consumer psychology can we effectively improve the quality of design, increase the added value of commodities at the same time, improve sales efficiency.

Consumer psychology research shows that consumers have complex psychological activities before and after the purchase of goods, and the differences in age, gender, occupation, ethnicity, cultural level, social environment and many other aspects of the division of a large number of different consumer groups and their different psychological characteristics of consumption. According to the results of the survey on people's consumption psychology conducted by the Social Survey Institute of China (SSIC) in recent years, the psychological characteristics of consumption can be summarized as follows:

1. Realistic Psychology

Most of the consumers in the process of consumption, the main psychological characteristics of consumption is realistic psychology, that the actual utility of the goods is the most important, and I hope that the goods are easy to use, inexpensive, and do not deliberately pursue the beauty of the appearance of the goods. Do not deliberately pursue the appearance of beautiful and novel style. Consumer groups with realistic psychology are mainly mature consumers, the working class, housewives, and the elderly consumer groups.

2, aesthetic psychology

Consumers with a certain economic capacity generally have aesthetic psychology, pay attention to the shape of the commodity itself and external packaging, pay more attention to the artistic value of the commodity. Consumer groups with beauty-seeking mentality are mainly young people and the intellectual class, and the proportion of women in such groups is as high as 75.3%. In terms of product categories, jewelry, cosmetics, clothing, handicrafts and gifts packaging needs to pay more attention to the performance of aesthetic value psychology.

3, the psychology of difference

The consumer groups with the psychology of difference are mainly young people under 35 years old. This consumer group believes that the style of goods and packaging is extremely important, pay attention to novelty, uniqueness, personality, that is, the packaging requirements of the shape, color, graphics and other aspects of the more fashionable, more avant-garde, and for the use of the value of the goods and the price is not very much concerned about the high and low. In this consumer group, the proportion of underage children and teenagers is quite large, for them sometimes the product packaging is more important than the product itself. For this group of consumer groups can not be ignored, its packaging design should highlight the "novelty" features to meet their psychological needs for differences.

4, the herd mentality

The herd mentality of consumers are happy to cater to the popularity of the trend or emulate the style of celebrities, the age level of such consumer groups span a wide range, because of a variety of media on the fashion and celebrities vigorously publicize the formation of this psychological behavior. For this reason, packaging design should grasp the trend of popularity, or directly launched by consumers like the product image spokesman, to improve the trust of the goods.

5, the psychology of the name

No matter which consumer group there is a certain psychology of the name, pay attention to the brand of the goods, the well-known brands have a sense of trust and loyalty. In the case of economic conditions allow, and even disregard the high price of the goods and insist on subscription. Therefore, packaging design to establish a good brand image is the key to successful product sales.

In short, the consumer's psychology is complex, rarely maintain a long-term orientation, in most cases it is possible to synthesize two or more psychological requirements. The pursuit of psychological diversity has prompted the product packaging to show the same diverse design styles. Box design has developed in recent years, but how to further develop to adapt to the rapidly changing market demand is the primary issue of the development of the box design industry, in the end, how to grasp the trend of the future development of box design? Here mainly talk about the following points:

Sustainability

The 21st century is the century of environmental protection, people have been committed to the research of new packaging materials and environmentally friendly design methods to reduce the environmental problems brought about by packaging solid waste. Innovations in packaging materials such as: pulp molding packaging materials for thermal insulation, shock, impact and perishable; in the design strive to reduce the latter is not easy to decompose the material used in packaging, try to use the quality of light, small, easy to crush or flatten, easy to separate the material, and so on.

Safety

A company developed a name "Faller" of the drug box, the box through the box on the die-cutting line to open, open the carton requires a certain degree of strength, so that the opening of the adult is very easy, but for children there is a great deal of difficulty, thus effectively avoiding the accidental opening of children. This effectively prevents children from accidentally opening and eating the carton. Because this kind of box once opened, it is very difficult to restore, so to a certain extent to play the role of anti-theft, really do a set of protection and anti-theft in one.

Personalization

Personalized packaging design is a wide-ranging and influential design method, whether it is on the corporate image, the product itself or the social effects have great relevance and impact. Packaging image shaping and performance to the natural and lively humane, organic modeling development, giving the packaging personality quality, unique style to attract consumers. When designing the packaging box, it is necessary to think systematically and analyze the actual situation from different perspectives and positions in order to establish and understand the various factors that should be considered.

Anti-counterfeiting labeling

Modern science and technology of the high-speed development of the general packaging anti-counterfeiting technology has been unable to play a role in the counterfeiters. Strengthen the visual effect of the box design and packaging printing industry technology has become a powerful weapon in the fight against counterfeiting rights. Innovative methods of box design and the integration of high-tech achievements of the printing industry technology to join forces, the pursuit of incisive originality and unique visual effect is another direction of sustainable development of the future packaging industry. Box design color skills should be noted from the following points: First, the color and packaging of the illuminated relationship; Second, the color and the color of its own contrast. These two points are the key in the use of color.

(I) illumination

So, as the color and packaging of the illumination of the relationship from where to talk about it? Mainly through the outer packaging color can reveal or reflect the inner packaging items. Make people look at the outer packaging can basically perceive or associate the inner packaging for what. For this issue, the author has repeatedly mentioned in the past articles, but if we can walk into the store to the cargo greeting on a look, a lot of commodities did not reflect to this kind of illuminating relationship. So that consumers can not be from the surface to the inside to think of packaging items for what. Of course, it will not play a positive role in the promotion of product sales. Normal color of the outer packaging should be different degrees to grasp so the same characteristics;

(1) from the industry into the normal color of food packaging category, its main color goose yellow, pink to express so that gives a person a sense of warmth and closeness. Of course, one of the tea, with a lot of green, beverages, with a lot of green and orchid, alcohol, pastries with a lot of big red, children's food with a lot of rose, daily use cosmetics class normal color with its main color more rose, pinkish white, light green, light orchid, dark brown, in order to highlight the warm and elegant mood, clothing, shoes and hats, more dark green, dark orchid, coffee or gray, in order to highlight the beauty of The clothing shoes and hats are mostly in dark green, dark blue, brown or gray to highlight the beauty of calm and elegance.

From the performance characteristics, food alone, cake and confectionery class more gold, light yellow to give a person the impression of fragrance; tea, beer and other beverages more red or green class, symbolizing the richness of the tea and aroma; tomato juice, apple juice, more red, focusing on the natural attributes of the item. Although some packages from the main color to look not like the above mentioned with the commodity attributes of similar colors, but look carefully if the packaging design is from the pen of a connoisseur, then, in the picture of its packaging quasi have that point of view of the symbolic color block, color, color line or the color highlights the concentration of the content. This should be the masterpiece of everyone. Many examples of this can be found in the packaging of some clothing and some make-up, and even in the packaging of some wines.

(II) Contrasting Relationship

Again, the contrasting relationship between color and color. This is a lot of goods packaging in the easiest to show but very difficult to grasp things. In the design from the master, the wound effect of the packaging is Yangchunbaixue, and vice versa, is the lower part of the people. In Chinese calligraphy and painting is often popular so a word, called impermeable, sparse can run horses. In fact, it is a kind of contrast relationship. Performance in packaging design, this contrast relationship is very obvious, and very common. The so-called these contrasts, generally have the following aspects of the contrast: that is, the use of color depth contrast, the use of color contrast, the use of color point to face comparison, the use of color contrast, the use of color contrast, the use of color contrast, the use of color contrast contrast and so on.

(1) the use of color shades of contrast.

This in the current packaging design of the color on the most frequent, the use of the widest range. In many graphic design (refers to posters, hanging painting class or situation framing class) very common. The so-called shades of contrast, should refer to the design of color shades of two colors at the same time cleverly appear in a picture, and produce a class of more coordinated perspective effect. Usually used such as a large area of light-colored pavement, and on it with dark-colored composition, such as light yellow pavement, with coffee-colored to the composition, or in the coffee-colored color block using light yellow or white pattern lines; also such as with light green pavement; dark green composition; pink pavement; red composition; light gray pavement; soap black composition and so on. These are the use of color shades of contrast, with this form of packaging design we can be in some cosmetic packaging or some Western wine packaging, especially in Western Europe, the most common wine packaging. China's Zhangyu wine and Shuanghui sausage and Xijie's meat packaging are mostly expressed in this form. This form of packaging is also common in Japan and South Korea Taiwan. The visual effect it shows is bright, simple, mild and plain.

(2) the use of light and heavy color contrast (or called depth contrast) which in the use of packaging color, is also one of the important reproduction techniques. This light and heavy contrast, often with a light and elegant background color set off the heavy and deep theme pattern, or in the heavy and deep theme pattern (mostly color block pattern). Expression of light and elegant packaging theme and name, as well as trademarks or advertising slogans and so on. In turn, there are also used a large area of heavy and deep pigmented pavement. Another light and elegant shades or focus a little bit of a color block or fully decorated with some patterns. In this light contrast, the general pigmentation has a coordinated color contrast and warm and cold color contrast, coordinated color contrast is often a light green to dark green; light * to dark coffee; pink to red, etc., and warm and cold color contrast is mostly black and white, red and blue.

(3) the use of color point-to-point comparison (or size contrast) this contrast, mainly in the design process of a packaging screen, the use of pigment from a central or centralized point to the overall picture of the contrast, that is, a small range and a large range of contrast between the picture. In our daily life, especially in the detergent and cosmetic products, we can see a product box, the whole area of the clean and dry nothing, in the middle of the very centralized appearance of a very obvious heavy color of the small square (or oval or small round) and then from this small square of the screen to reflect the contents of the packaging of the brand and the name of the theme of the content, which is not only a combination of the point and the surface, and the big and the small. Contrast, and occasionally there is a gradual transition from point to and contrast.

(4) the use of color contrast. We can see a unified "100"

Instant noodles, their bags, the lower part of the instant noodles is every mixed physical pattern, but in the upper part of the picture is the whole of the clean big green and red color, and then very conspicuously highlight the 100 characters, and then look at the "Packaging World" magazine, the 66 issue of the cover (also known as the Packaging for Books). With a large area of the grass woven object photos on the bottom, it seems very complicated and even the packaging world four words are also complicated into, but the center of the screen, showing a clean round color blank. In which it is indicated that the publication will be expanded in 2000, you are welcome to subscribe to your local post office. Just so simple and simple, but the craftsmanship of independent of the magazine needs to express the idea of the center of gravity to support out. I have also seen in the store a dumpling bag and a seasoning bag the whole picture using green black and * pigment and intertwined in a picture, that is, want to show that the trademark was forced to show the name of the impatient, but also want to show the accompanying pattern, the results due to which a large area of the complex design does not have any practical significance of the dark lining pattern appeared, and the main body of the above should be all the illustration of the diluted, drowned. The result is that the large area of complex design without any practical significance of the dark lining pattern, and the main body of the above should be described all diluted, drowned great, resulting in this packaging in the human psyche a sense of depression and boredom, naturally affecting sales.

(5) the use of color contrast, mainly to highlight the word vulgar to contrast its elegance. And this vulgar way of expression, is carried out with the color of dirty and disorderly (actually unique, some Western oil paintings are very about this performance - that is, modern abstract art). This kind of composition is either a symbolic way to reveal the theme, or it serves the theme to accentuate the lotus flower.

Make it a little red in the bush. Such as in a packaging picture with no intention to look like a haphazard mess of colors a bunch or throw painted on it. Then quietly aside or in which cleverly point clear out the theme of the pattern. It's a very interesting thing. In addition to packaging, even book bindings (zhēn), advertisements, posters on posters, and casual programs on TV have tried this.

(6) Contrasting contrast in the use of color. This contrast contrast is essentially by a variety of pigments themselves are different from each other to form a contrast effect. This contrast effect is usually expressed in the following ways: the contrast of light and dark (or called the contrast of yin and yang), such as China's easy light map; warm and cold contrast, such as red and blue contrast; static and dynamic contrast, such as calm and elegant background and lively jumping pattern text contrast: light and heavy contrast, such as deep pigment and light pigment contrast, and so on. Enterprise product packaging, try not to engage in imitation, not the same as other packaging, but the use of new materials, new technologies, new patterns, new shapes, to give consumers a new feeling. Such as the use of renewable and biodegradable materials made of packaging is more popular, which on the one hand is convenient for consumers, but also in line with the trend of environmental protection, to establish a good image for the enterprise. Convenient packaging strategy. Enterprises in the design and purchase of product packaging, to be considered everywhere to bring consumers to buy, carry, use, storage and other aspects of convenience. Such as for the convenience of consumers to buy, the enterprise will be different styles, uses, flavors of the product, composed of a variety of packaging or combination of packaging.

Cheap packaging strategy. This packaging strategy, that is, enterprises use low-cost, simple construction of packaging, usually used for a large number of daily necessities. Such as general clothing, shoes and socks, edible salt, monosodium glutamate, boiling service of traditional Chinese medicine, bags of fresh milk and so on. Of course, the enterprise adopts this packaging strategy, not because of low consumer demand for arbitrary acquisition, but should consider its application, affordable features.

Series packaging strategy. The difference between this kind of packaging and series packaging is that the series packaging for the same kind of goods, sets of packaging for different goods. Such as travel goods box, make-up box, the traditional four treasures - pen, ink, paper and ink stone, etc., is a complete set of packaging.

Similar packaging strategy. Sometimes also known as family packaging, the products produced by the same enterprise, in the shape of the packaging using the same pattern, similar colors, **** the same characteristics, especially with the CI image of the enterprise repeatedly, the formation of visual stereotypes, not only can save the cost of packaging design, but also deepen the user's impression of such goods.

Changing packaging strategy. That is, to replace the original packaging with new packaging. Generally speaking, an enterprise, a retailer to use the packaging should be relatively stereotyped, but when the following three cases, the enterprise should take to change the packaging strategy:

(1) the quality of the product problems, consumers have formed a bad impression of this;

(2) the quality of the enterprise's products is still good, but there are many competitors for similar products, the original packaging is not conducive to open the product's sales The situation;

(3) the sales of the product is still good, but due to the enterprise to use the packaging time is too long, the cost is too high, the enterprise to reduce the cost, will make the consumer produce a sense of obsolescence. (A) beverage packaging design

Packaging is the product's external performance and marketing tools. For packaging, many countries have had a concise and clear definition. For example, the United States for: packaging is for the shipment of products and the sale of preparatory behavior; Britain for: packaging is for the transportation and sale of goods made in the art, science and technology on the preparatory work; Canada believes that the packaging is the product from the supplier to the hands of the customer or the consumer to keep the product intact; China's definition of the packaging for: for the protection of the product in the process of circulation, to facilitate the storage and transportation to promote the sales of aids, etc. General term. Sales aids and other general term. Nowadays, people's understanding of packaging is more fully, given a broader meaning. From the point of view of system theory, the purpose of packaging, requirements, constituent elements, functional role, as well as the actual operation of factors linked to the formation of a complete packaging concept.

The specificity of beverage products determines the special significance of beverage packaging. This particularity is manifested in: on the one hand, beverage packaging styling on behalf of the product modeling, is the product of the form of visual language; on the other hand, beverage product packaging is a concentrated expression of the connotation of the beverage, that is, including the basic function of the description of the beverage more focus on the conveyance of spiritual and cultural significance. For beverages, because the product is intangible liquid, so the packaging of beverages at this time has become the most important expression of the media. Packaging design is a comprehensive system of work, the brand trademark, text information, patterns, colors, shapes, materials and other elements according to different purposes of organic combination together, the text on the packaging pictures must be to attract customers' attention for the purpose of only clear information, content specifications, not to mislead consumers.

(B) various types of beverage packaging

Current beverage products are numerous and varied, and a variety of concepts are also endless. Different types of beverages have different characteristics, and often show the "characteristics of the type" on the packaging. The following are some of the main representative of the packaging characteristics of the beverage.