What is the unique charm of commodity packaging design and application?

Packaging design is a new design art science which integrates practical technology, marketing and aesthetics. It not only puts a beautiful, safe and beautiful coat on the goods, but also stimulates consumers' desire to buy and increases the marketing efforts. So what is the specific packaging design? What is his unique charm? Let's show you below.

The concept of packaging design

Literally, the word "Bao" is a parallel structure, in which "Bao" means package, "Bao" means decoration, and it means package and decorative items. From the design point of view, "bag" is to wrap things with certain materials, and its fundamental purpose is to make things not easy to be damaged and easy to transport, which belongs to the category of practical science and is the concept of matter; "Decoration" refers to the decoration and embellishment of things. This refers to beautifying and decorating the packaged things in different ways to make the packaging look more beautiful in appearance. This is an aesthetic category and a cultural concept. Simply speaking, "packaging" is to combine these two concepts reasonably and effectively.

Functionality is always the first in packaging design. No matter what shape it is designed into, it should be given the principle of simplicity, conform to the ergonomic structure, and form a safe and convenient packaging for the product.

Sometimes designers will blindly pursue novel materials and novel shapes, thus forgetting the basic requirements of packaging, which is safe, reliable, convenient and fast. This is a big taboo in design. This is especially important in the packaging of chemical, medical machinery, electronic technology and other products.

Connotation of packaging design

After meeting the basic requirements of products, packaging design should pay more attention to the connotation of design. If the concept of packaging design is a human body without clothing art wrapping and decoration, and the expression form of packaging design is people's clothing, then the connotation of packaging design is this person's spiritual and cultural thought. A person's clothing can reflect his thoughts and cultivation, and packaging design can also reflect the different connotations of products, brands and enterprises.

First of all, we must find the personality characteristics of the product. People of the same age have different personality characteristics and different products. Products of the same type also have their own characteristics. Comparing similar products to find out the similarities and differences, dividing the consumption class according to the target market, and accurately positioning the products are in line with the distinctive personality of the products, which is the first breakthrough point of packaging. Take the "Hug Hug" products in the brand of Kuaikeli as an example, aiming at a lively, cheerful and pursuing youth group. In view of this kind of consumption psychology, jeans, the representative clothing of young people, are selected from the design elements, with yellow and blue as the contrast colors and simple style. This product has been welcomed by young people as soon as it went on the market, and it has recently become one of the new favorites of Valentine's Day. This is determined by its distinctive personality characteristics.

Secondly, after giving the product humanized personality characteristics, the packaging design should also reflect the connotation of the commodity brand. While "Hug" has been recognized by the majority of young people, with the increase in sales of "Hug" and its spread in young people's consciousness and behavior, Kuaikeli brand has also been deeply rooted in people's hearts, and the brand image representing youth, vitality, relaxation and sweetness has also been established.

Thirdly, packaging is also the accumulation and embodiment of corporate cultural image.

Packaging is designed for products, products come from enterprises, and packaging design undoubtedly reflects the cultural image of enterprises. For example, the packaging design of Coca-Cola not only gives the product brand connotation, but also reflects the accumulation of Coca-Cola corporate culture. The energetic and passionate enterprise spirit has penetrated all over the world. Whenever the packaging of Coca-Cola appears, people will always feel the inherent cultural essence of Coca-Cola Company.

Finally, the packaging design also reflects a certain regional national culture.

This is particularly prominent in the packaging design of the food industry. For example, in the packaging of tea, westerners only regard tea as a simple drink, while orientals inject more cultural details into tea, thus forming a unique "tea culture" in the East. The styles of tea packaging in East and West are naturally different. Another example is the packaging of wine. Westerners' understanding of wine is often a symbol of power, giving it a noble and luxurious image, and the packaging also adopts gorgeous shapes and colors. Even civilian beer can be seen in the packaging design style. However, orientals are often spiritual about wine, giving it more emotional color. The ancients often chanted poems about wine, or used wine to drink when relatives and friends reunited or left, and more often used wine to express their feelings, so the packaging was mostly spiritual, fresh and elegant in general, which attracted people's association and reverie.

Performance of packaging design

The performance of packaging design usually consists of three-dimensional packaging design and plane decoration design. Three-dimensional modeling constitutes the basic modeling of packaging. In recent years, with the development and utilization of new materials, it provides more space for the modeling of packaging design. Traditional materials, such as paper, wood and cloth, are no longer the only choice. New recycled materials and environmental protection materials also make packaging design have more development forms.

In graphic decoration, the use of color is no longer limited to the traditional understanding. For example, in the food industry, the traditional idea is that we should use warm colors that are easy to produce appetite, but for example, the color of "Fun Duo Duo" food uses blue used in traditional industrial packaging design, the color of "Yikoulian" food also uses purple that is usually regarded as colored, and the color of "Tide" washing powder uses orange in the food industry. There are many such examples. Their uncharacteristic color concept left a deep first impression on consumers, which made the brand image of products deeply rooted in people's hearts and played an important role in promoting sales. In addition to color factors, graphics and characters are also factors that can't be ignored in plane visual effects, such as "fun", "connection" and "tide". People haven't listed them as industrial products or food. The reason is that while changing the color, designers firmly grasp the original essential characteristics of the product and accurately reflect the information of the product on the elements such as pictures, graphics and visual symbols. This is the reason why packaging design wins in graphic vision, and it is also the law of winning.

With the improvement of people's living standards, packaging design has penetrated into our daily life more and more, and it is also closely related to our daily life. Understanding the basic meaning and charm of packaging design will help us to have a deeper understanding of packaging design and also help us to understand the culture of packaging design.