The packaging design is inseparable from the product. It not only has basic functions such as storage, protection of goods, and convenient use, but also successful packaging design can increase the attractiveness of the product and establish a brand image.
Marketing thinking of packaging design
· Marketing thinking
The packaging itself has the function of stimulating consumer desires, which is also the starting point for packaging designers. While some of the merchandise packaging is for protection and storage only, most merchandise packaging designs are an important aspect of self-promotion.
In the real life, the marketing thinking examples of commodity packaging abound, as shown in the milk packaging shown in Figure 1, in the green leaves, the cows walk freely, without a thousand words, consumers have received "loose cattle" Potential information such as “no toxicity, no pollution†and “nutrition healthâ€. The milk packaging also plays a good role in self-promotion, which is the typical marketing thinking in packaging design.
· Design Strategy
Commodity packaging is mainly composed of different elements such as trademarks, characters, patterns and colors. The design prototype and inspiration source can be described as “variousâ€, but it is not difficult to find out after combing, the packaging design of the flowers is mainly for history, humanities, geography, A comprehensive reflection of fashion and other aspects. It can be said that the purpose of consciously designed merchandise packaging is to better enhance marketing, but not all of them can make marketing thinking deeply rooted in people's hearts. The author believes that packaging design to achieve a good marketing thinking effect, we must focus on the following three aspects as the direction of design thinking.
1. Packaging design must have the concept of humanistic care, environmental awareness, in line with the trend of the times. In order to design and improve the relationship between people and things, people and the environment, and people, to form a "people-oriented" design concept, the people-oriented design point, focus on the real needs of the material and spiritual aspects of consumers, and promote the correct concept of life as Set foothold. For example, people in the moment are eager for the true feelings between people, and miss the blue sky and white clouds in the past. For example, in today's market, half of the best-selling teas are in packaging. In the tea packaging, the tea box is replaced by a bamboo tube. The tea game under the old friends' tree in the propaganda painting is the state that people are eager for fast-paced life, and conveys a good warmth and environmental protection style.
2. Packaging is in the pursuit of elegant taste while using traditional culture, injecting simple and bright fashion elements. China has an unparalleled splendid culture, which is an inexhaustible source of commodity packaging design, but traditional and modern are not two contradictory contradictions in packaging design, and the proper combination will have unexpected effects. The packaging design of a brand of sea cucumber (Fig. 3) is the ancient wisdom of respecting the "Tianyuan place", and it is subtly combined with the modern metal sense, allowing everyone to re-recognize the other party's circle through modern design, aiming at the marketing thinking effect of high-end consumers. It is also on the paper.
Similarly, the packaging design of the school wine (Fig. 4) combines the highest signs of Chinese and Western learning, reflecting the characteristics of the atmosphere, noble and cultural atmosphere. The name of the wine in the form of calligraphy is a icing on the cake. At the same time, the above two kinds of packaging will arouse the desire of consumers to collect.
3. The packaging design with interactive and interesting feeling can add a lot to the marketing thinking. Successful interactive concept packaging design can make people smile (Figure 5), especially some interesting packaging design (Figure 6) will guide consumers to try, the color packaging design will greatly enhance the attractiveness of the product itself, just like Our "buy 椟 ç â€" idiom allusions, interactive and interesting design concepts are being sought after by more and more companies and designers. Packaging uses distinctive color appeal and new creativity to enhance the exchange of information between consumers and packaging design, and to enhance the emotional interaction between consumers and packaging design.
Information transfer for packaging design
The original intention of commodity packaging design is to better enhance the marketing thinking of goods and consciously convey marketing information. However, consumers often receive additional information derived from the packaging itself. The transmission of this information is not the intention of the designer and the company for marketing, but the unintentional transmission of information in the packaging design. Obviously, this kind of information transmission has its two sides, and we need to identify it in the packaging design.
· Positive information transmission
The information conveyed by the package design information is generally positive and can guide consumers to think and develop in a positive direction. Such packaging design ideas need to be encouraged. Of course, what kind of information is transmitted is benevolent, and wise see wisdom. For example, as shown in Figure 7, the information conveyed by the package information may be that the stomach likes fruits and vegetables, or that eating fruits and vegetables is beneficial to the health of the stomach, which is also the packaging. One of the charms of design.
The packaging information conveyed by Fig. 8 is that the package is prepared from wood pulp, and may also be used to remind the consumer to save and recycle the tote bag. Because the information conveyed by the package design information is rich and varied, the designer needs to design from a multi-faceted perspective.
·Negative information transmission
In the packaging design, blindly pursuing the personalization of packaging, sometimes inadvertently pass some relatively negative information to the consumer, thus causing some misleading to the consumer. For example, the food packaging design of some popular imitation weapons, imitation humanoids, imitation knives, and imitation cigarettes (Fig. 9) is designed to increase the individualized elements of food, but to convey negative information to consumers unconsciously. Some may even be counterproductive, as shown in the mummy beer package of Figure 10, which seems to be full of personalization, but in fact it is unintentional to convey the information inside the wine is as disgusting as the dry body.
Conclusion
The use of various element symbols in commodity packaging design should be advancing with the times, mainly relying on the continuous precipitation of traditional culture and the renewal of new culture to stimulate design inspiration. As mentioned above, in addition to the basic functions of packaging, transportation, quality assurance and storage, the functions of commodity packaging are more importantly conscious marketing and the information transmission derived therefrom. But how to fully exploit these two functions, how to make a new packaging design quickly catch the eye of the consumer, more need to introduce a diversified design concept in the packaging design of the product, and double its elemental features while enjoying the visual amplification.
Grasping the marketing thinking and information transfer in the product packaging design will make our design work more effective. Of course, this requires enterprises to further improve and enrich the elemental symbols of the main body of packaging design, and improve the information dissemination ability of packaging design. In the development process of packaging design, accurately grasping the interaction between marketing function and information transmission, tradition and modernity, local culture and foreign culture, design concept and packaging symbol in design creation, it will make the packaging of goods vivid. The direct, artistic image appeals to the vast number of consumers, thus guiding people's consumption choices and delivering positive energy information in commodity marketing activities.
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