Discussion on modern packaging design

Discussion on modern packaging design

release date: Source: China paper

packaging design is an important part of modern commodity marketing. This paper discusses the definition of modern packaging, the functional concept of packaging design, discusses the principles of packaging and printing design, and looks forward to the development prospect of green packaging. It is pointed out that packaging design should keep pace with the times and fully stimulate consumers' desire to buy

key words: modern packaging design; Design principles; Consumer psychology; Green packaging. Today, China paper takes you to learn more about the relevant content

packaging is one of the most important links in modern commodity production and marketing. The quality of packaging is directly related to the value of commodities in market circulation. The original packaging of goods was mainly for the convenience of customers. With the development of market economy, people begin to realize that commodity packaging, as a visual communication tool, is by no means an optional thing, but the face of commodities. Modern commodity packaging is becoming an indispensable part of commodities with its simple and clear shape. Packaging not only gives commodities unique personality, but also establishes a perfect visual image for commodities. At present, packaging has become the most direct competitive means for commodity manufacturers and dealers. Packaging is the self presentation of goods to customers, and has also become a prerequisite for consumers to judge the quality of goods. With the deepening of China's entry into WTO, the necessity and importance of commodity packaging have become increasingly prominent. People continue to deeply experience that in today's economic globalization, only exquisite commodity packaging and high-quality commodities can be concerned and favored by the majority of consumers, and can they win in the fierce market competition

I. recognition of modern packaging

packaging has actually existed since the exchange and circulation of goods. At first, marks and font sizes were printed on paper to wrap goods for exchange, which was the prototype of packaging. Up to now, the packaging function and concept that keep pace with the times are not the same as before. Packaging not only has the functions of protecting commodities, facilitating transportation, use and promotion, but also shows the soft function of shaping brand image, product image and even developing enterprise image. Nowadays, image power has developed into the fourth resource of enterprise management (human, material and financial resources), and packaging design is one of the sharp tools to develop enterprise image power. The traditional definition of packaging refers to the convenience of storage, transportation, beautification and use of products, but this understanding alone does not seem to guide us to do a good job in packaging design. If the significance of packaging design for products is only important, then this significance has become necessary for commodities. In the era of planned economy, there was only production, and one tension machine was mainly made up of electromechanical devices without design. Because everything is produced according to plan, there is no competition and circulation of goods, and the main function of packaging is only the protection of products. The development of market economy has changed the way goods are sold. Market competition, especially the competition of similar products, has made the packaging function play a qualitative change, which makes the product packaging focus more on the sales function and brand promotion function. The transformation and development of packaging function drive the renewal of packaging visual design, structure, form and even design concept. Let's first understand modern commodity packaging design through an ordinary carton. Box, a polyhedron, is first used to contain goods. Designers design the packaging structure according to the properties, size, shape, weight, etc. of the product. Of course, this structure should meet the functional requirements of the packaging; It can not only protect products, make them safely transported, put them on shelves for consumers to choose, but also make consumers feel convenient when using them. The volume capacity of commodities makes designers fully consider the mechanical principle and appropriate packaging structure when choosing packaging materials. The basic function of packaging design is to protect products, facilitate transportation and use. But this is only to solve the problem of how to "pack" products. A more important purpose of modern packaging is to promote sales and establish good brand awareness through the convenience in the use process. Especially today, with the rapid development of product economy, the sales mode has been completely changed, and the shelf self selection has become the dominant mode of sales. The direct communication between products and consumers makes products visible, touchable and memorable. In the face of a wide range of products and the competition between homogeneous products, consumers have more choices when shopping. Therefore, the main direction of modern packaging is to establish a distinctive commodity brand with visual image

II. Functional concept of packaging design

1. Safety concept. Ensuring the safety of goods and consumers is the most fundamental starting point of packaging design. In the design of commodity packaging, the safety protection measures for storage, transportation, exhibition, carrying and use should be considered according to the properties of commodities. Different commodities may need different packaging materials. At present, the materials available include metal, glass, ceramics, plastics, cardboard, etc. When selecting packaging materials, we should not only ensure the seismic, compressive, tensile, extrusion and wear resistance of the materials, but also pay attention to the sun protection, moisture resistance, corrosion prevention, leakage prevention and fire prevention of the goods, so as to ensure that the goods are intact in any case

2 promotion concept. Promoting commodity sales is one of the most important functional concepts of packaging design. In the past, people mainly relied on salesperson's promotion and introduction when buying goods, but now supermarket self selection has become the most common way for people to buy goods. In the process of consumers' open shelf shopping, commodity packaging naturally acts as a silent advertisement or silent salesman. If the commodity packaging design can attract the attention of consumers and fully stimulate their purchase desire, then the packaging design truly reflects the concept of promotion

3 production concept. While ensuring beautiful shape, packaging design must consider whether the design can achieve accurate, rapid and batch production, and whether it is conducive to workers' rapid and accurate processing, molding, loading and sealing. In the design of commodity packaging, appropriate packaging materials should be selected according to the attributes, use value and consumer groups of commodities, strive to unify the form and content, and fully consider saving production and processing time, so as to speed up the circulation of commodities

4. Humanized concept. Excellent packaging design must adapt to the storage, transportation An expert in building materials said that the exhibition and the carrying of consumers came from: "Inorganic thermal insulation materials and opening can be adopted. Therefore, in the design of commodity packaging, it is necessary to make the proportion of the box structure reasonable, the structure rigorous, and the shape exquisite, focusing on the beauty of the shape and material of the box, the beauty of contrast and coordination, the beauty of rhythm and rhythm, and strive to achieve the box structure with complete functions and exquisite appearance, so as to adapt to production, sales and even use. The common commodity packaging structures mainly include portable, hanging Open type, open window type, closed type or combination of several forms, etc

5. Artistic concept. Excellent packaging design should also have perfect artistry. Packaging is an art that directly beautifies goods. Goods with exquisite packaging and high artistic appreciation value are easier to jump out of a large number of goods, giving people the enjoyment of beauty, so as to win the favor of consumers

6 environmental protection concept. The awareness of environmental protection in modern society has become the consensus of most countries in the world. In the trend of ecological and environmental protection, only commodity packaging design that does not pollute the environment and does not harm human health can become the ultimate choice of consumers. Especially in food packaging, we should pay more attention to greenpackage ②

7. Visual communication concept. The essential feature of visual communication is simple and clear. Too much decorative content will only cause mutual interference, making the packaging theme difficult to highlight, which will not only affect the visual impact, but also mislead consumers' thinking. According to the law of visual communication, in the process of commodity packaging design, we should try to remove unnecessary visual elements and focus on strengthening the visual theme, so as to find the most creative and expressive way of visual communication

III. principles of commodity packaging design

in order to give full play to the promotional function of packaging, commodity packaging design should follow certain design principles. Japanese scholar IZZO once put forward a principle of "eye-catching, understanding and liking". 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, packaging design should pay great attention to the appropriate control of its "contrast" in the setting of color, composition and pattern. In terms of color design, the strength is simple and bright, and the secondary color is as little as possible, but the contrast between colors should be very clear; In terms of patterns, it is required to pay attention to modeling and definite techniques; The composition should strive to be complete, generous, stretch and stable. In the design, great attention should also be paid to the appropriate comparison of the design effect between the commodity itself and other surrounding commodities. (especially among similar products). To sum up, the design of commodity packaging should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and distinctive materials to make the packaging have a striking effect, so that consumers will have a strong interest as soon as they see it. Understanding: successful packaging should not only arouse consumers' attention and interest in products through the use of shapes, colors, patterns and materials, but also enable consumers to accurately understand products through packaging. Because the purpose of people buying is not 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 or written instructions on the packaging, and print color product photos on the packaging. Accurately conveying 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 this crude packaging grade

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, coupled with moving instructions, have great attraction to consumers, especially children. However, 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 adapt to the grade of the products. Favorability: in other words, the shape, color, pattern and material of the packaging 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 bottled in large bottles or packed in small boxes. Consumers can choose according to their habits. The same products are beautifully packaged and easy to be selected as gifts by people, and those with poor packaging can only be used by themselves. When the packaging of products provides convenience, it will naturally cause consumers' concern