What principles should be followed in product packaging design

packaging is divided into outer packaging and inner packaging. Outer packaging is also called transportation packaging, which is mainly to protect goods from loss during storage and transportation. Therefore, the outer packaging is required to be firm, shock resistant and impact resistant; The inner packaging focuses on beautifying the goods. Therefore, a good package generally has the following requirements:

(1) the shape of the package should be beautiful and generous, the pattern should be vivid, the decoration should be novel and exquisite, the color should be concise and coordinated, and it should not be imitated, unconventional and refreshing

(2) the packaging shall match the value or quality level of the commodity

(3) the packaging should be able to show the characteristics and unique style of the goods

(4) the convenience of use, storage and carrying shall be considered in the packaging design. For example, the packaging is designed to be portable, and the pop-up can beverage packaging is suitable for drinking

(5) the packaging instructions shall be specific to the user’s psychology, highlight the key points and clarify the characteristics. For example, the formula, materials, eating method, ex factory date and shelf life of food packaging shall be explained in words; The drug packaging shall specify the ingredients, efficacy, dosage, contraindications, whether there are side effects, etc

(6) consumer customs and religious beliefs shall be considered in packaging design. People of different ages, nationalities and regions have different habits and religious beliefs

the so-called packaging not only has the function of acting as the God of product protection, but also has a positive role in sales promotion. With the fierce market competition in recent years, more and more people are trying their best to play the latter role
in the visual expression of packaging design, the three principles of striking, understanding and favorable impression not only have their own independent connotations, but also take care of and combine with each other

in order to promote sales, packaging must first attract consumers’ attention, because only goods that attract consumers’ attention can be purchased. Therefore, the packaging should use novel and unique shapes, bright and eye-catching colors, beautiful and exquisite patterns, so that the packaging can have a striking effect and make consumers have a strong interest as soon as they see it

① the peculiar and novel shape can attract the attention of consumers. For example, the shape of wine bottles is generally cylinder. Some wine bottles are designed into complex anchor shape, human body shape or animal shape by imitating the shape, which will be very prominent and beautiful in a batch of wine bottles with cylinder and rectangular shape

② the beauty of color is the easiest for people to feel. Red, blue, white and black are the four major sales colors. Taking red as an example, it has the most images, and most of them are the images that have the most powerful relationship with life, such as the sun, fire, blood, etc. Therefore, red is the most exciting. Blue, white and black are also closely related to the sun. The sun is always high above the blue sky. As soon as the sun goes down, it gets dark. When the sun rises again at dawn, the eastern sky turns white. These four colors are important colors that dominate our daily pace of life. As sales colors, they can arouse consumers’ interest and interest. This analysis is reasonable

③ patterns work in combination with colors. Generally speaking, the packaging pattern should mainly set off the brand trademark, fully display the characteristics of the brand trademark, so that consumers can immediately identify the products of a factory from the trademark and the overall packaging pattern, especially the famous brand products and famous stores. The striking trademark on the packaging can immediately attract consumers

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 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

to accurately convey 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. On the contrary, low-grade products will not attract consumers if they are packaged in Huamei and expensive packaging. The grade of the package must match the grade of the product. Recommended reading: visual psychology of packaging design

according to the successful experience of domestic and foreign markets, the packaging of high-end consumer goods used by high-income people mostly adopts simple and clear pictures, soft and elegant colors and superior materials; For low-grade consumer goods used by low-income people, they often use obvious and bright colors and pictures, and then use the word “economical” to express them. This is to accurately convey the product information to consumers and make them understand. Accurately conveying product information also requires that the shapes, colors, patterns, etc. used in packaging do not violate people’s habits, so as to avoid people’s misunderstanding

good impression comes from two aspects. The first one is practical, that is, whether the packaging can meet the needs of consumers in all aspects and provide convenience, which involves the size, size and beauty of the packaging. For example, the same skin care cream can be packaged in large bottles or small boxes. Consumers can choose according to their habits. The same products with exquisite packaging are easy to be selected as gifts by people, and those with poor packaging can only be used by themselves. When the packaging of the product provides convenience, it will naturally arouse consumers’ favor

liking also directly comes from the feeling of packaging shape, color, pattern and material. This is a comprehensive psychological effect, which is closely related to the individual and his surrounding environment. In terms of color, everyone has colors that everyone likes and dislikes. Of course, we can’t force uniformity, but we also have something in common

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 women’s love. 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

weakening the individualized performance of the three principles is tantamount to weakening the market competitiveness of its products. However, if the performance of the three principles of the product is divorced from the basis of common understanding of most people, or cannot arouse people to feel that it is in line with a certain business purpose, even if it is unique, it will not succeed. This kind of packaging can be in an invincible position in the market competition only if it has certain common typicality and unique individuality.

product packaging design is divided into two categories. One category is mass consumer goods used by supermarkets. The design requires a strong visual impact on the picture, which can attract people’s attention in three seconds or even less
the other is the high-end market. Generally, these products are used for gifts or club sales. They are generally expensive and belong to the category of health care products. The packaging design of these products should be simple and generous, and can withstand deliberation!

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