Discussion on the most popular modern packaging de

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On modern packaging design (Part 2)

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 yizhizhuo once put forward a principle of "eye-catching, understanding and favorable impression". Eye catching: packaging should play the role of promotion. First of all, it should attract the attention of consumers, because only the goods that attract the attention of consumers can be purchased. Therefore, packaging design should pay great attention to the appropriate control of its own "contrast" in the setting of color, composition and pattern. In terms of color design, the strength is simple and bright, and the color is less, 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, 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 commodity packaging design should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, and the materials with their own characteristics can make the packaging have a striking effect, so that consumers will have a strong interest in it 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's purchase is not the packaging, but the products in the packaging. The most effective way to accurately convey the product information is to truly convey the product image. It can adopt full transparent packaging, open a window on the packaging container to display the product, draw product graphics on the packaging, make concise text descriptions on the packaging, and print color product photos on the packaging. Accurately conveying product information also requires that the grade of the packaging should match the grade 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-grade products will not attract consumers with gorgeous and expensive packaging. At present, most of the small food packages in China's market are very exquisite. The eye-catching colors, gorgeous patterns, silver flashing aluminum foil bags and moving instructions have great attraction to consumers, especially children. However, in many cases, 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 product. 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 practical, that is, whether the packaging can meet the needs of consumers in all aspects and provide convenience, which involves the size, quantity and beauty 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. Those with poor packaging can only be used by themselves. When the packaging of the product provides convenience, it will naturally arouse consumers' favor. The favorable impression also directly comes from the feeling of the shape, color, pattern and material of the packaging. This is a comprehensive psychological effect, which is closely related to the individual and the personal atmosphere environment. In terms of color, everyone has his own favorite and annoying colors. In recent years, of course, this cannot be forced to be the same, but there are also common points. For example, most women like white, red and pink, which are called women's colors. The use of white and red in the packaging of women's products can arouse the love of women. Men like solemn and serious black, which is also called male color. The packaging and black of men's special products can be favored by men. Different ethnic groups have different favorite colors, which are called national colors. We will not discuss the mystery here in depth. Different consumers' preference psychology is also relative and changing. We just emphasize that the feeling of likes and dislikes can affect the purchase behavior

IV. commodity packaging design and consumer psychology

packaging is the visual image that has the most extensive and frequent contact with consumers. In the era of scientific progress and high economic development, commodity packaging design has become a product of the combination of science, art and culture, which requires unique creativity, ingenious ideas and perfect integration with modern technology. As a highly knowledge intensive creative activity, commodity packaging design plays an important role in inducing consumption, improving commodity competitiveness and promoting enterprise development. Under the premise of quality assurance, personalized product image is the most effective means of promotion. Consumers are the ultimate market of marketing. The multidimensional and difference of people's consumption psychology determines that commodity packaging must have multidimensional emotional demands to attract specific consumer groups to produce expected purchase behavior. Therefore, in the design of commodity packaging, we must carry out personalized design for different consumer groups to meet the different psychological needs of different consumers

1. Designed according to consumption habits. When people consume, they usually have certain consumption habits. Therefore, when designing the commodity packaging, we should pay attention to the consumer's consumption habits and design the packaging that conforms to the consumption habits of most people according to the characteristics of the commodity itself. For example, many customers seek convenience in shopping. If transparent or windowed packaging is used, the food can be easily selected; The gift basket with combined packaging can be used conveniently; Soft packaged drinks can be easily carried and so on. The convenience of packing adds to the attractiveness of the goods. Foreign popular "barrier free" packaging, such as the contact judgment identification package, which uses serrated marks to distinguish the types of detergents; The automatic identification mark of "the concave shape in the middle of the cover proves that the shelf life has not expired" is set in canned food, which is widely loved by consumers

2. Designed according to the age of the consumer. Commodities usually have a certain age sales range. Similarly, it is generally impossible for commodity packaging to cater to the tastes of consumers of all ages. Therefore, in the design of commodity packaging, we must make a reasonable design according to the different ages of consumers. For example, the packaging design of goods sold for the elderly should not be exquisite and complicated, but should be simple, generous and concise. The packaging design of goods sold to young people is different. Young people usually like to be different, like to seek novelty, difference and novelty, and try their best to find opportunities to express themselves. The product packaging with such consumers as the target market can try to adopt taboo colors, strive to break through the tradition in modeling, and publicize "the choice of the new generation" in the logo, so as to guide the trend and create fashion. As for the goods sold to children, we should pay attention to meeting their interest seeking psychology

3. Designed according to the cultural level and economic income of the consumer. Differences in cultural level and economic income usually lead to different consumer appreciation and requirements for commodity packaging. Take economic income as an example. For consumers with relatively high economic income, they usually have higher requirements for commodity packaging in addition to higher requirements for commodity quality. For goods sold to such consumers, the packaging design should pay attention to taste and grade, and strive to package beautifully and elegantly, so as to highlight the aesthetic and taste of consumers. For consumers with relatively low economic income, commodity packaging is usually in a subordinate position. Generally, such consumers pay more attention to commodity quality, but do not have too many requirements for commodity packaging. For commodities sold to such consumers, the packaging should not be overemphasized, but should be concise and practical. In short, modern commodity packaging is the integration of protection function and artistic beauty, and an innovative combination of practicality and novelty. Successful packaging and sales promotion is the resonance of producers' mentality, creators' mentality and buyers' demand psychology. Only by grasping consumers' psychology, catering to consumers' preferences, meeting consumers' needs, stimulating and guiding consumers' emotions, can modern commodity packaging design stand out and win the fierce business war

v. green packaging is the future of packaging design

saving natural resources and protecting the ecological environment are the basic contents of the sustainable development strategy. As an important part of social and economic activities, commodity packaging is bound to embark on the road of sustainable development - green packaging. Green packaging, also known as environment-friendly packaging, means that the packaging design should not only ensure the good performance of commodities, but also consider environmental protection factors, that is, the packaging waste has no damage to the ecological environment. For a period of time, due to the neglect of the coordinated development of man and nature, a large number of packaging materials or packaging processes that are easy to cause environmental pollution have been used in commodity packaging, which has brought serious harm (potential harm) to the ecological environment or human health, such as the use of non degradable 5. The "white garbage" caused by turning on the plastic of oil pump motor. Today, people are more and more aware of the importance and necessity of green packaging. For example, Japan has banned the use of non degradable plastic packaging of vegetables and fruits; Many foods in the United States began to use soy protein packaging film, which can be cooked with food. China also attaches great importance to the development of green packaging. For example, some ice cream products use corn baking packaging cups, which are not only conducive to the protection of the ecological environment, but also popular with consumers. It can be predicted that green packaging will become the mainstream of packaging design in the future. To develop green packaging, attention should be paid to the following issues: (1) in the design of commodity packaging, recyclable, renewable or degradable packaging materials should be selected as far as possible. For example, a French dairy company has developed a degradable plastic using lactic acid, which can be degraded into farm fertilizer within 55 ℃ and 60 days. In addition, Japan and other countries are also studying degradable plastics based on propionic acid. (2) Packaging materials or packaging processes shall not damage the ecological environment. For example, the United States prohibits the use of straw as a packaging liner because straw may cause the spread of plant diseases and pests. For another example, several EU countries have banned the import of tropical rainforest timber in order to prevent the greenhouse effect. (3) Packaging materials or packaging process shall not damage human health. For example, due to the discovery of dioxin, a strong carcinogen, in some foaming packaging materials, Italy, Austria and other countries have completely banned the use of this kind of direct printing packaging materials. (4) We must fully understand the urgency and inevitability of green packaging. Green packaging may increase the cost of commodity packaging, but we must not ignore the development prospect of green packaging. Green packaging is not only a great revolution in packaging materials and packaging technology, but also a great revolution in the whole packaging industry. It is also a great revolution related to human survival and development

VI. The commodity packaging design should arouse consumers' strong desire to buy

whether it can stimulate consumers' desire to buy is one of the most important criteria to evaluate the success or failure of commodity packaging design. Consumer recognition and purchase

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