7 Keywords of Japanese Aesthetics

Hwa & Hwa's Japan study tour visits Bravis and gains so much. 7 keywords of Japanese aesthetics; 5 elements of brand equity; 4 forms of presentation of traditional Japanese craftsmanship on packaging. Let's hear it in detail.

Bravis is Asia's largest packaging design company, and the company's products include "Xiaomingsu", "Ming Ming is Tea", "Sophie", and "Leatherface". The company is the largest packaging design company in Asia, and is responsible for the design of familiar products such as "Xiao Ming Shu", "Ming Ming is Tea", "Sophie", and "Lei Mian".

I. Mr. Shiren Sasada gave us 7 keywords of Japanese aesthetics.

1. Omotenashi (the aesthetics of hospitality) A welcome to guests, a period of a while, for example, Japan puts up beautiful Japanese food serving ware; if it is raining outside, a special piece of music will be played in the mall, and the mall clerk will put a transparent bag over your shopping bag and get the umbrella stand ready. Considerate and careful, in every detail.

2. Ma (the design of white space) Like the expression of dry landscape, dry landscape does not have a water scene, in which the "water" is expressed by the gravel, and the "mountain" is usually expressed in stone. Sometimes the surface of the sand is painted with lines to show the flow of water. With a lot of white space to create imagination.

3. Innovation. He cited an example, there is a plant packaging it directly in the bag to survive, there is a mineral water is a transparent droplet full of water, can be swallowed directly into the belly, the moment of entry is a big mouthful of mineral water, it turned out to be a kind of seaweed to do the packaging, not only environmental protection, but also can be eaten. This material is also used in place of straws.

4. Simple (simple design)

5. Functional Quality (the pursuit of functionality)

For example, cans cans diamond cut shape, both beautiful and non-slip; hair wax packaging, a box of boxes can be displayed when you can Luo up; a beverage packaging with plastic film directly into the shape of the bottle, throw the trash when you can also stack smaller When you can also stack smaller.

6. Manga and character (cartoon image) cartoon image can help to remember, such as that one day a bottle of vegetable juice packaging; Coca-Cola carp packaging commemorative version of the carp paper wrapped in Coke bottles, revealing the eyes of the carp is very appealing; and soybean text to do the expression of the packaging.

7. Kawaii (cute) such as sparkling packaging for women; there can be three-dimensional silhouette of the tea bag design.

The point is --------- -----

No wonder their packaging is so eye-catching and salesy, but it turns out that this company has its own view of branding, and his is surprisingly similar to Kawaii & Kawaii's.

"Products are created in factories, brands are built in people's hearts."

Our minds are flooded with so many brands every day, all trying to capture our memories, so which ones can be remembered?

He mentioned brand equity, and in my opinion it would be more appropriate to say brand equity by design, and Mr. Shiren Sasada shared their company's treasure with us:

II. 5 elements of brand equity formation

1. brand color (as the saying goes, using color is like using soldiers, color is the first to see, and the easiest to remember, it is the unconscious most can leave an impression of an element)

2. brand logo. 3. type of brand logo (brand logo expressed in words) 4. graphic as well as the format. (the format in which the brand logo is placed) 5. the shape of the outer packaging as well as the material.

He also mentioned that "the amount of money used in brand development should not be called an expense, but an investment."

In response to point 5 on packaging, he also emphasized

iii. Japanese traditional craftsmanship in packaging

1. Package (you will find that when you buy something in Japan, the shopkeeper will carefully wrap it in many layers, stick a sticker on it, and hand it to you with both hands. Because they will think that is the thought and wrap the thought in it.)

2. Weaving

3. Origami

4. Overlapping (overlaying the bento like a craft and roping it up; and Japanese kimonos, where the red dress hidden in the innermost part of the dress shows only a little red at the collar; and a lot of wrapping in the outer shell of a large area of plain color, with only a colorful surface showing at the bottom line.

Mr. Sasada Shiren also mentioned that the life of a packaging brand is generally 30 years, mainly because there are very few centennial enterprises in Japan that can exceed 30 less than 0.02%, so every 30 years they will carry out a new generation of packaging upgrades, or else young people will think that this brand of things is their mother level of packaging in order to adapt to the young people to make the packaging upgrades, but this upgrade is also to retain the original But this upgrade is also an upgrade based on retaining the original big color tone and big pattern of the packaging. For example, Meiji milk packaging.

And they are actively developing and researching new materials and processes, like the aforementioned water droplets, and e-commerce products made of paper packaging, which can be printed in very realistic colors.

Today's spiritual food is a bit much, which is still only sharing a company's harvest, but these tricks and tricks of the heart light know no use, or to ponder on the matter, really use it is really learned.